2025 marked a period of deepened commitment for Creating Chances, specifically through our role as the Asia-Pacific regional lead for the groundbreaking Equal Play Effect program. This global initiative, spearheaded by Common Goal, is dedicated to accelerating progress towards gender equity in football.
We celebrated a year of formidable impact on young girls in our communities through an evening at The University of New South Wales. Hosted by Tracey Holmes, guests and supporters heard from Anne Bunde-Birouste, Assmaah Helal, and panel members, Tom Sermanni, Charlotte Ercil and Shegofa Hassani, as they shared their experiences on the barriers women face in the industry, and how the Equal Play Effect is helping to eliminate those challenges.
The Equal Play Effect (EPE) is much more than a partnership; it is a replicable, adaptable, and scalable solution aiming for systemic change. Creating Chances (Football United) stepped into this pivotal leadership role in the Asia-Pacific, building on the momentum generated by the FIFA Women’s World Cup 2023 and the subsequent Festival23.
Working alongside partners Common Goal and Women Win, the project has already engaged six Football for Good organizations across six Asia-Pacific countries. A key achievement of this collaboration is the Football for Gender Equity coaching resource. This contextual, activity-based toolkit was developed by women coaches from participating organizations, drawing on their lived experiences and on-the-ground expertise to foster inclusive and gender-responsive coaching environments.
In 2025, the principles of the Equal Play Effect are being vigorously applied within Australia through key government partnerships. Creating Chances and Football United are proud to have partnered with the Australian Government’s Play Our Way program to overcome barriers faced by women and girls in sport. This partnership has provided the reources for our Girls United program to thrive in communities in Greater Western Sydney, The Illawarra, Central Coast and Sunraysia Regions.
For instance, through the Girls United initiative, students in the Illawarra region have been able to connect with professional female role models, accessing pathways and connecting with Sydney FC coaches and players to understand potential career and development paths within the football ecosystem. This focus on female-led environments directly aligns with the broader EPE goal of ensuring equitable opportunities for women and girls to benefit from sport at all levels and locations.
The continuing work of the Equal Play Effect, reinforced by new partnerships in 2025, demonstrates a powerful commitment to building confidence, connection, and lasting leadership among young women through the universal language of football.
"Equal Play Effect has been designed to empower and enable girls and women to reach their goals, but also to dream about goals, mostly through football."
"The Equal Play Effect" is breaking down barriers for women in football by providing the resources to clubs, association members, schools, everyone that is involved in the community, with the resources to provide more opportunities to play, train and be involved at all levels."
For more information about our programs associated with the Equal Play Effect click here
