Liberty A-League Pass holders named All Star mascots

The A-Leagues All Stars Women kicked off Global Football Week Melbourne with a celebration of youth yesterday as Liberty A-League Pass members were named mascots for the event’s headline match against Arsenal Women’s FC at Marvel Stadium on May 24.

The Liberty A-League Pass initiative, and its contribution to record attendance numbers, was celebrated as 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.

The Liberty A-League Pass, offering free entry to women’s games for fans under the age of 16, welcomed 27,348 registrants in the 2023/24 season. Some 39% of these were new fans to the league.

And, in a season that saw an historic new record for attendance at any women’s sport in Australian women’s sporting history, pass registrants and their companion ticket purchases accounted for an estimated 21% of overall attendance.

Meeting with pass holders yesterday, Cortnee Vine praised the Liberty A-League Pass for helping to boost crowds and young interest in the sport.

“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.

“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, have some photos. It was really cool – I didn’t get to do that when I was a kid.”

Lydia Williams said that the pass had helped to make the sport more family friendly, encouraging fans to come along to more games and bring their kids for free: “I think it’s amazing. 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 said the non-bank was proud to contribute to the growth of the sport.

“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.”

“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.”

Liberty’s Manager – Group Communications Kate Jenkinson joined the pass holders and players at Alamein FC and commented on the excitement in the air.

“The rain couldn’t wipe the smiles from the kid’s faces. And the players certainly looked to be enjoying the opportunity to meet with their young fans, kicking the ball around with them.”

“At Liberty, we’ve always felt that it’s important to be genuine and active in our support. Out partnerships align with our values, and we are passionate about championing women – on and off the field. We’re proud about the difference our investment and partnership can make to the sport and in the community.”

A-Leagues Commissioner Nick Garcia commended the Liberty A-League Pass initiative and was proud of the growth that the partnership with Liberty had helped to bring to the game.

“The numbers speak for themselves. 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 realised 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.”

For over 26 years, Liberty has championed financial inclusion, innovation and flexibility. Liberty also has strong credentials supporting women’s sport, ramping up its sponsorship plan by extending its partnership with the Melbourne Renegades until 2026, Essendon FC’s men’s, women’s and wheelchair sides until 2026. Liberty is also the naming rights partner of the Liberty A-League women’s competition through which it launched the Liberty A-League Pass to grant free access to games for fans under 16.