CommBank extends and expands its sponsorship of football in Australia with focus on grassroots

After four years supporting the Matildas, CommBank is expanding its footprint in Australian football by strengthening ties with the Socceroos and helping community clubs throughout the country.

Interim football Australia CEO Heather Garriock jokes the Matildas brand “wasn’t cool” when CommBank first partnered with the team in 2021. But four years on, they’re the most beloved sporting outfit in the country, and CommBank is drastically extending and expanding its sponsorship of football in Australia.

The new six-year deal – rumoured to be worth between $10m and $15m a year – was announced in Sydney on Thursday morning, and sees CommBank replace Subway as the Socceroos’ naming rights sponsor from September.

New Matildas coach Joe Montemurro, Heather Garriock and CommBank CEO Matt Comyn at CommBank Stadium. Picture: Brendon Thorne/Getty Images

Just as crucial for the long-term health of the game, the partnership also includes backing for the Emerging Matildas and Socceroos and the Growing Football Fund, which targets community clubs throughout the country.

The focus on the next generation is designed for talent identification and creating a pipeline from the juniors to the seniors.

“To have a partner who was there from the start and supported us from the start, especially when the Matildas brand wasn’t cool, we’re here now with the Matildas the number one brand in Australia,” Garriock said at CommBank Stadium on Thursday.

“To partner with Football Australia – the number one grassroots sport – is just incredible.”

CommBank CEO Matt Comyn says the phenomenal success of the Matildas – particularly at the 2023 Women’s World Cup on home soil – has made expanding the existing partnership a no-brainer.

“We were hopeful when we became sponsor that they would do well, but the World Cup here exceeded any reasonable expectation – they performed brilliantly – it was a wonderful tournament,” Comyn told Code Sports.

“We’ve worked closely with Football Australia and it’s an opportunity to extend and broaden our relationship across both the men’s and women’s games.

“In any sport, there’s always ups and downs, but for us it’s about having a long-term commitment. It helps the game to have that continuity and consistency over time.”

Comyn is excited about the long-term partnership. Picture: Brendon Thorne/Getty Images

With the Women’s Asian Cup set to be hosted in Australia in March, before the men’s World Cup three months later, CommBank made it a mission to own football from top to bottom.

“We like the idea of having long-term commitments,” Comyn said. “Sometimes you don’t have the opportunity to take the whole sport. That opportunity to extend with the Matildas and to broaden to all aspects of the game, it doesn’t come up a lot.

“It helps Football Australia too, and there are advantages of having all aspects of the game. It’s rewarding too. We’d like to be principal partners beyond this time period as well.

“You look at the growth of women’s sport. Audiences and the reach, it was unrivalled.”

Veteran Matilda Tameka Yallop made her W-League debut way back in 2008, and has experienced the growth of the women’s game in Australia first-hand.

Tameka Yallop with the next generation at the announcement. Picture: Brendon Thorne/Getty Images

With 132 national caps, Yallop has one eye on next year’s Asian Cup under new Matildas coach Joe Montemurro, and backs more investment in the women’s game and the grassroots.

“There’s a lot of room for growth,” she said. “I’ve played a lot of A-League, and I’ve played a lot overseas as well.

“We’re a full home and away series now, and that’s a step in the right direction in continuing to professionalise the game on the women’s side is a key ingredient in growing the game and making it sustainable.”

Meanwhile, midfielder Anthony Caceres is hoping his long-awaited national team selection this year will continue into next year’s World Cup.

The Sydney FC veteran thought his hopes of playing international football were dead and buried before receiving a call-up from new coach Tony Popovic.

The 32-year-old was a part of Australia’s crucial wins over Japan and Saudi Arabia which earned direct qualification to next year’s World Cup.

Pararoo Augustine Murphy, Anthony Caceres, Matildas star Clare Hunt, Socceroo Ryan Teague, Matilda Bryleeh Henry and ParaMatilda Carly Salmon at CommBank Stadium. Picture: Brendon Thorne/Getty Images

“I’m still trying to process what we’ve achieved and the fact that I’m a part of it,” Caceres told Code Sports. “At the start of last season, being a part of the national team was something I thought was beyond me.

“I thought it was gone.

“I made my debut at 32, and that’s not something you hear too often in football, so I’m still on a high after the outcome we achieved.”

He hopes with CommBank’s increased investment in the sport, the Socceroos can follow in the Matildas’ footsteps.

“You’ve seen what that partnership has done for the Matildas, and over the past few years you’ve seen them become the most popular team in the country,” he said. “The way the game has skyrocketed in popularity is pleasing. And it’s because of that backing.

“I don’t doubt it will have the same effect on football across the country at all levels as well.”

Originally published as CommBank extends and expands its sponsorship of football in Australia with focus on grassroots