One of the women driving this tournament is the formidable Sarah Walsh. Her name might be familiar if you’re in the sporting world. Sarah is not only a former soccer player and Matilda herself, but also the Chief Operating Officer of the AFC Women’s Asian Cup Australia 2026 Local Organising Committee, leading the charge to make this one of the most unforgettable major events Australia has ever seen.
Sarah says her mission is big: to deliver the most attended AFC Women’s Asian Cup in history – and we’re not challenging that. “But beyond just breaking records, we want this tournament to be the most inclusive, accessible, and unifying in women’s football in Asia,” she tells Missing Perspectives.
“We want the AFC Women’s Asian Cup Australia 2026 to inspire the next generation, connect communities across Australia and the region, and elevate the game on and off the pitch. We want this tournament to be a turning point, not just a celebration, but a catalyst. It’s about embedding women’s football deeper into our sporting DNA, accelerating the growth of the game, driving greater investment, and creating more opportunities for women and girls at every level, not just in Australia but across Asia.”
Given how game-changing the FIFA Women’s World Cup was back in 2023 (seriously, who can ever forget THAT penalty shootout), it’s Sarah’s goal to keep the momentum going in the upcoming tournament.
“The FIFA Women’s World Cup 2023 significantly shifted the landscape for women’s football in Australia. The tournament had a profound and lasting impact, boosting participation in the sport by 11% overall and by 16% in female participation. It also drove a huge increase in both public interest and commercial value to levels we’d not seen before. Now we’re building on that momentum,” she says. “This tournament will give us such a unique opportunity to connect with the many multicultural communities across the country. There’s 3.1 million Australians who have heritage from the 11 participating nations outside Australia, so we need to tap into that.”
To achieve this, Sarah’s team is keen to ensure that the tournament is viewed not just as a sporting event, but as a cultural moment. “We’re embedding culture into everything — from our branding and storytelling to community engagement. Football has the power to unite people, and we’re working to make sure every fan, from every walk of life, sees themselves reflected in this tournament. That’s how we go beyond sport, by creating something people feel part of.”
Above all, being COO of the tournament gives Sarah a chance to give back to a community that has supported her throughout her life. “It’s incredibly special. I’ve experienced this game from every angle — as a Matilda, as an advocate, and now as part of the team delivering one of the biggest women’s football events in Asia,” she says.
“Personally, it’s a chance to give back to a sport that’s shaped my life and to help create pathways for others to dream big and achieve even more.”