Football Australia has announced a partnership with the LEGO Group as the latter becomes the first official partner of Football Australia’s Legacy ’23 programmes.

The global toy brand has outlined that it looks to assist in building the future of women’s football for the next three years, supporting the programmes that aim to ‘inspire and develop the footballers of tomorrow’ through inclusive play.

Football Australia CEO, James Johnson, said: “Legacy ’23 is our opportunity to transform Australian football through impactful and long-lasting tangible benefits from our co-hosting the FIFA Women’s World Cup Australian and New Zealand 2023TM.

“It is an opportunity that Football Australia has grasped with both hands, and we have achieved some significant milestones for the game to date. We know the power of play through football and the transformative opportunity it can provide for our participants and their families.

“The next 12 months will be a true game-changer for our sport as we continue to bring our vision for legacy to life and make Australian football more inclusive and accessible. We are delighted to have LEGO join us for this journey.”

The company will also become an official partner of the CommBank Matildas and Subway Socceroos with at-game branding, branded content campaigns and consumer promotions to feature over the course of the partnership.

LEGO Australia & New Zealand Vice President & General Manager, Troy Taylor said: “This exciting new collaboration with Football Australia forms part of our ambition to inspire positive change for future generations.”

“We believe that the benefits of play, such as building confidence, creativity, and communication skills, are felt by all children, yet unfortunately, led by society, we still experience stereotypes in what activities including sports, children are encouraged to do, based on their gender.”

“At the LEGO Group, we know we have a role to play, to champion inclusive play and help give children the confidence to succeed.”

The partnership will officially be launched this weekend when the CommBank Matildas host Olympic silver medalists Sweden at AAMI Park at 2.45pm.

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