Football Australia has launched a bold new brand platform: Forever Golden, developed with M+C Saatchi Group AUNZ.
Hot off the heels of the Subway Socceroos qualification for their sixth consecutive FIFA World Cup, the Forever Golden brand platform redefines how Australia sees its men’s national team – not as a nostalgic reflection of past glories, but as a bold, modern cultural force still writing its greatest chapters.
It challenges the notion that the Socceroos’ best days are behind them, instead spotlighting a team that continues to deliver iconic moments well beyond the celebrated ‘Golden Generation’ of 2006 – a campaign built on belief, momentum, and the unshakable spirit of Australian football.
From lifting a first major international trophy in 2015 to pushing Argentina to the limit in a Round of 16 knock-out match at the FIFA World Cup Qatar 2022 (Australia’s best ever performance at a FIFA World Cup), the campaign poses a provocative question: What if our golden era isn’t over? What if it’s only just beginning?
Forever Golden was crafted to resonate with diehard and next-gen fans. It aims to be more than a campaign – it’s a movement grounded in belief, community, and culture.
The platform unites the passion of football with the energy of fashion, music, and street culture, transforming the Socceroos from a national team into a national symbol.
Central to the campaign is the striking new visual identity developed in partnership with creative studio Ooft. The custom wordmark captures the kinetic rhythm of a flag in motion – dynamic, modern, and steeped in terrace energy, symbolising movement, pride, and a team powered by its people.
“The Socceroos represent so much more than 90 minutes of football – they reflect the pride, grit and multicultural identity of modern Australia,” Heather Garriock, Interim CEO of Football Australia, said.
“Forever Golden honours our past while igniting belief in our future. It’s a bold expression of who we are and where we’re headed on the world stage.”
Daniel Borghesi, Creative Director, M+C Saatchi, said: “It’s easy to romanticise the so-called golden era and forget just how much this team has achieved since.
“As a lifelong Socceroos tragic, it’s been an absolute honour to help rebrand the team with a statement that captures just how bright the future of Australian men’s football really is.
“Forever Golden flips one of the team’s biggest criticisms into a statement of belief. Speaking of, I think we’ll win the World Cup.”
The Forever Golden platform will roll out across film, outdoor, digital, social, and in-stadium environments – igniting a fresh chapter in the Socceroos story as we embark on preparations for the FIFA World Cup 26.
Tony Popovic, Head Coach, Socceroos, added: “We know just how special it is to wear the Socceroos jersey. The pride it instils in us as we represent our friends, our family and our nation.
“This campaign reminds us that while the past provides us wonderful moments and memories that live within all of us – the best is still to come. We’re excited to now take that journey towards FIFA World Cup 26.”
Credits
Football Australia
Peter Filopoulos – Chief Customer, Brand and Marketing Officer
Nicole Zosh – General Manager – Marketing
Joe Murphy – Marketing Manager
Ryan Ostle – Creative Manager
Matthew Townsend – Media Manager
Carlo Kasparian – General Manager – Digital Content and Marketing
Richard McBurnie – Executive Producer
Charlie Brooke – Digital Content Lead
M+C Saatchi
CEO: Michael McEwan
Head of TV Production: Loren August
Head of Integrated Production: Gemma Heyes
Creative Director: Daniel Borghesi
Senior Broadcast Producer: Lill Schroeder
Strategy Director: Luke Haynes
Senior Account Director: Jaime Wright
Art Director: Jake Rowland
Art Director: Laura Murphy
Copywriter: Amy Morrison
Copywriter: Claire Kirby
Integrated Designer: Kristopher McDuff
Senior Retoucher: Matthew Cox
Production:
Film Production Company: Good Oil
Director: Courtney Brookes
DOP: Max Walter
Producer: Tracey-Lee Permall
Photography: Billy ZammitDesign: Ooft Studio
Creative Director: Leslie Sharpe