Lousie Rathbone joins as Football Australia as General Manager – Marketing, AFC Women’s Asian Cup 2026.
She shared news of the consultancy role in a LinkedIn post on Thursday.
Rathbone wrote: “This consulting role with Football Australia will see me lead the tournament’s marketing strategy – spanning brand, fan engagement, and conversion-focused ticketing campaigns – as we prepare to deliver one of the world’s biggest women’s sporting events on Australian soil in March 2026.
“Over 21 days, 12 of the top national teams from across Asia will go head-to-head in 27 matches, hosted across five world-class stadiums in three Australian cities: Sydney, Perth, and the Gold Coast.
She added: “It’s a privilege to contribute to a tournament of this scale and significance, one that not only showcases elite football, but celebrates women’s sport, honours culture, empowers the next generation, and connects communities through the power of the game.
“Game on.”
Mediaweek has reached out to Football Australia for comment.
Rathbone is currently a Senior Industry Advisor at the Australian Centre for AI in Marketing and Community Lead for The Friday Lunch Club.
She was previously Cathay Pacific’s Regional Head of Marketing – Travel, Lifestyle & Cargo for the Southwest Pacific region.
Rathbone also held senior roles at travel insurance provider PassportCard, TabCorp, Qantas and Banjo Advertising.
Last year, Paramount Australia and Football Australia completed a multi-year and multi-platform agreement to broadcast an extended package of CommBank Matildas and Subway Socceroos’ games on Network 10 and Paramount+, through 2028.
Under the agreement, Network 10 and Paramount+ will become the exclusive home to all Australian Women’s Senior National Team matches for the next four years, including the FIFA Women’s World Cup Brazil 2027, up until the LA 2028 Summer Olympics, and the Men’s Senior National Team matches including all AFC Asian Qualifiers (FIFA World Cup 2026 Asian Qualifiers Final Round) except the FIFA World Cup 2026.
Football Australia brokered the agreement in partnership with IMG, and means both teams will be available to 96% of Australian homes.
Top image: Lousie Rathbone