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ootball Federation Australia (FFA) has announced a new three-year partnership with Priceline Pharmacy, as part of a ‘whole of game’ partnership.

The deal will see Priceline support Australia’s national teams, professional leagues, and grassroots levels, significantly supporting women’s and youth football by becoming the official partner of the Westfield Matildas and the Westfield W-League.

FFA CEO, James Johnson, said the partnership signals a significant boost for both women’s and youth football across Australia, with Priceline also set to become the official health partner of the MiniRoos.

“Our significant three-year partnership with Priceline Pharmacy is a coup for the sport, as the core principles of the partnership align with many of the measures and initiatives outlined in our XI Principles for the future of Australian football, particularly our focus on community and anchoring the growth of Australian football in the women’s game,” Johnson said.

“Through this partnership, FFA will work hand-in-hand with Priceline to champion health and wellness, actively encourage grassroots football participation, and demonstrate each organisation’s long-term commitment to women and women’s sport.

“Priceline has partnered with us at an exciting time in the development of women’s football.

“Priceline believe in our vision for Australia to be the centre of women’s football in the Asia-Pacific region, and via their vast nationwide network we believe we can work together to reach people in all corners of the country and connect them with all levels of the game,” he said.

In order to boost the support of local football clubs across Australia, Priceline and FFA have committed to co-developing sponsorship toolkits to encourage Priceline’s franchise network to support local clubs.

Priceline Pharmacy general manager, Andrew Vidler, said the partnership comes at a crucial time for community clubs across Australia trying to recover from the impacts of the COVID-19 pandemic.

“As the Official Health Partner of the MiniRoos, our goal is to connect with families in their local communities,” Vidler said.

“As Australia’s favourite pharmacy retailer, Priceline is well-positioned to promote the benefits of a healthy and active lifestyle in these communities.

“Over the next three years, we will work with FFA to continue to grow the game at every level.

“Priceline will promote and celebrate everyone involved, from those who are giving it a go in a MiniRoos game through to representing Australia in the Westfield Matildas.

“But just as importantly, we’ll be celebrating the off-field stars of the game: the Mums, the Dads and the families who rally behind them,” he said.

The partnership announcement comes just one week after FFA announced they will transition to the new name of Football Australia, following unanimous support at the organisations’ Annual General Meeting.