From World Cup Glory to Empty Seats: Why the Ninja A-League Still Struggles for Support Despite the Matildas’ Magic

In the summer of 2023, the Matildas rewrote the narrative of Australian sport. Their historic run to the semi-finals of the FIFA Women’s World Cup captivated the nation, drawing over 11 million viewers for the semifinal against England and turning players like Sam Kerr, Mary Fowler, and Cortnee Vine into household names.

Grassroots participation exploded. Media flooded sports pages with features on women’s football. Sponsors and brands clamoured to be associated with the team. The "Matildas Effect" was real, powerful, and promising.

And yet, two years later, the Ninja A-League continues to struggle for consistent support. Even its 2025 Grand Final, despite being a dramatic spectacle, highlighted a worrying disconnect.

A Grand Final That Fell Short of the Moment

On May 18, 2025, Melbourne’s AAMI Park played host to the Ninja A-League Women's Grand Final between Central Coast Mariners and Melbourne Victory. The match had everything a football fan could hope for: a 1–1 deadlock, end-to-end action, and a dramatic penalty shootout that ended in a 5–4 win for the Mariners—marking their first-ever title.

But despite the quality on the pitch, only 6,568 fans showed up. The number, while an improvement on some previous seasons, paled in comparison to the Matildas' crowd figures during the World Cup—where they routinely played in front of 75,000+ at major stadiums.

This underwhelming turnout raised the question: Why hasn't the Matildas’ momentum translated into sustainable support for the domestic women’s league?

The Four Key Challenges Holding Back the Ninja League

1. The Talent Drain

The league has seen a notable decline in its ability to retain or attract top-tier players. In the 2019–20 season, 20 of the Matildas’ squad played domestically. By the 2022–23 season, that number had dropped to just four.

Europe’s top leagues, as well as the U.S.-based NWSL, offer higher salaries, world-class facilities, and year-round professional environments. For elite players, staying in Australia often means sacrificing competitive development and financial security.

“We risk becoming a development league for other nations,” noted a recent report by Professional Footballers Australia (PFA), warning of an ongoing exodus unless investment improves.

2. Semi-Professional Status = Limited Growth

Despite being the top-tier competition for women’s football in Australia, the A-League Women is still not fully professional. Many players work part-time jobs alongside training, making it difficult to compete with international clubs where football is a full-time career.

This impacts not only the standard of football but the league’s ability to market itself as elite entertainment. Fans drawn in by the World Cup’s world-class performances may feel underwhelmed by a less polished domestic product.

3. Media Exposure Remains Sporadic

During the 2023 World Cup, women’s sport dominated front pages and prime-time slots. But according to data from Change Our Game, more than half of all media coverage during the World Cup happened on just three days—coinciding with key Matildas matches.

Outside of major tournaments, the Ninja League returns to the shadows. Games are rarely discussed in mainstream media or broadcast in prime time. Many casual fans don’t even know when the league is on, who plays in it, or how to watch.

“The World Cup proved there’s an audience,” says sports media analyst Caitlin Barry. “The issue isn’t interest—it’s access.”

4. Marketing Disconnect Between Club and Country

The Matildas have been brilliantly marketed—driven by Football Australia’s branding, storytelling, and strategic partnerships. But the same can't be said of the league. For many fans, the Matildas exist almost in a separate universe from their domestic teams. There's little cross-promotion or effort to turn casual World Cup viewers into weekly A-League Women fans.

That disconnect means the “Matildas Effect” has mostly remained at the international level, rather than trickling down to clubs.

So… What Needs to Change?

If the goal is to turn Matildas fans into Ninja League supporters, here’s what needs to happen:

• Professionalise the league: Guarantee full-time wages and contracts, so players can focus on performance.

• Invest in club infrastructure: From better training grounds to youth development and marketing staff.

• Boost visibility year-round: Make games accessible on mainstream platforms, with consistent coverage—not just token highlights.

• Leverage Matildas' star power: Tie international success back to local clubs through storytelling, social content, and fan outreach.

The Risk of Losing the Moment

The 2023 World Cup offered a once-in-a-generation spotlight. And while participation and awareness grew, the infrastructure needed to hold that attention was never fully built. The danger now is that fans who fell in love with the Matildas will drift away—never realizing that the future Kerr or Catley might be playing just down the road.

As Central Coast lifted the trophy in front of a half-empty stadium, the message was clear: passion exists, but it needs a place to land.

The Matildas showed us what’s possible. The Ninja League needs to show us what’s next.

Photo Credit: Friends of Football