The A-Leagues All Stars Women kicked off Global Football Week in Melbourne with a celebration of youth as Liberty A-League pass members were named mascots for the headline match against Arsenal Women’s FC at Marvel Stadium on May 24.
The Liberty A-League Pass initiative, which offers free entry to women’s games for fans under the age of 16, welcomed 27,348 registrants in the 2023/24 season, with 39% being new fans to the league.
Pass holders met with All Stars and national team players Cortnee Vine, Michelle Heyman, Alex Chidiac, Lydia Williams, Elise Kellond-Knight, and New Zealand Football Fern Hannah Wilkinson.
Meeting with pass holders, Vine praised the initiative.
“You notice the kids in the crowd; they’re all just so excited to be there and to see a professional league on home soil,” she said. “With the Liberty A-League Pass, they’ve come to all our games.”
“Our crowds in Sydney were amazing. The kids on the hills were so good to see. You get to interact with them after the game as well, signing jerseys, having some photos. It was really cool – I didn’t get to do that when I was a kid.”
Williams highlighted the family-friendly nature of the pass.
“I think it’s amazing,” she said. “This is making it a really family-orientated sport and obviously helping a lot of the young female – and male – footballers get more interested and see people here on home soil.”
Liberty CEO James Boyle expressed pride in the initiative’s impact on the sport’s growth.
“We have seen how the Liberty A-League has become a training ground for some of the game’s best talent – and through the pass initiative, also a modelling ground for future All Stars,” Boyle said.
“Visibility and accessibility matter and giving young fans the chance to see female professional footballers in action gives them a vision of what their future could be if they are passionate about the sport.”
A-Leagues Commissioner Nick Garcia commended the Liberty A-League Pass initiative.
“The numbers speak for themselves,” Garcia said. “The Liberty A-League Pass has been a very successful way to encourage more young football fans and players to watch the women’s game, engage with the players, and foster lifelong following.
“The Liberty team shares our passion for empowering women to pursue their dreams. And we’ve certainly seen a lot of dreams realized this year. As we continue our work to grow the game, our partnership with Liberty has proven to be a vital ingredient of progressing our journey.”
Kate Jenkinson, Liberty’s manager of group communications, joined the pass holders and players at Alamein FC, noting the excitement.
“The rain couldn’t wipe the smiles from the kids’ faces. And the players certainly looked to be enjoying the opportunity to meet with their young fans, kicking the ball around with them,” Jenkinson said.
“At Liberty, we’ve always felt that it’s important to be genuine and active in our support. Our partnerships align with our values, and we are passionate about championing women – on and off the field. We’re proud of the difference our investment and partnership can make to the sport and in the community.”
For more than 26 years, Liberty has championed financial inclusion, innovation, and flexibility. Liberty supports women’s sport, extending partnerships with the Melbourne Renegades and Essendon FC until 2026. As the naming rights partner of the Liberty A-League Women’s competition, Liberty launched the A-League Pass, granting free game access to fans under 16.
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