New Zealand Football have revealed a set of ambitious growth targets they aim to achieve over the next decade.
In their newly-released 10-year statement of strategic direction, the national sports body have split their targets into four key outcomes to be achieved between 2026 and 2035.
They include:
Inspire performance through connected pathways
Increase the number of professional players from New Zealand to more than 222.
To have six professional teams (three men, three women), with a third A-League club based in the South Island.
For the All Whites and Football Ferns to reach the knockout stages of FIFA World Cups.
Ensure football is the country’s most inclusive sport
60,000 new female players by 2035, including 44,000 football and 16,000 futsal.
14,000 new Māori players by 2035.
22,000 new players from Pasifika and Asian ethnicities by 2035, including Pacific peoples 6,500 and Asian 15,500.
Drive participation through high-quality experiences
195,000 football and futsal players by 2035, including 150,000 football and 45,000 futsal.
Grow fans and revenue to ensure financial sustainability
Growing fans, growing revenue, and ensuring the game’s financial sustainability.
Double NZ Football revenue from $40 million in 2026 to $80 million by 2035, and double community football investment into federations.
Details are included in the 13-page document called Shaping the Future of Football in Aotearoa New Zealand, which can be downloaded by clicking on the image below:
Andrew Pragnell.
“Football is in a very strong position in New Zealand right now. However, the next decade represents a huge opportunity in terms of growth and further transformation,” says New Zealand Football chief executive Andrew Pragnell.
“We want to lead football to new heights in a way that attracts and represents all New Zealanders and creates high-quality football experiences that connects communities and inspires generations.
“This strategy is not only about growing football but also about doing so in a financially sustainable approach as NZF goes from strength to strength as a business.
“The All Whites’ participation in next year’s FIFA World Cup 2026 kicks off some lofty goals as they seek to become the first senior team to make it to the knockout stages of a FIFA World Cup, but we know that all of New Zealand will be behind them.”
NZ Football say their “ambitious strategy to supercharge the game for the next decade” builds on the sport’s recent successes, which include:
Co-hosting the best-ever FIFA Women’s World Cup.
A surge in player participation, especially for girls and women.
The establishment of A-League club Auckland FC and how their rivalry with the Wellington Phoenix has captured the country’s imagination.
The All Whites qualifying for a FIFA Men’s World Cup for the first time in 16 years.
This story was first published on December 18, 2025.