Growing women’s football through research

Corey Cutrupi has always lived and breathed sport. From playing multiple codes as a teenager to coaching and working in performance analytics, his love for sport has taken on many forms. But it was the business and management side of sport that ultimately captured his interest, leading him to pursue postgraduate studies, and now a PhD at UTS. His research focuses on how major events in women’s football can drive long-term fan engagement – a key area that could help promote the growth of the women’s game.

Finding his passion in sports management

Growing up, Corey tried almost every sport – football, athletics, basketball, AFL, rugby league and softball. He coached teams, explored strength and conditioning and fully immersed himself in the world of sport. But despite his passion, his undergraduate studies in sport and exercise science left him wanting more.

As he progressed through his studies, Corey took on various roles, including a performance analytics position with Football NSW’s Women’s Academy. However, it wasn’t until after graduation, during a period of travel and reflection, that he realised his true interest lay in the business and management side of sport.

“Sport was still exciting, but I became more curious about how organisations worked behind the scenes,” he says.

This shift in perspective led Corey to take the plunge into sports management, choosing to pursue a postgraduate degree at UTS. The more he learned about the university, the more it felt like the ideal place to build on his passion and expand his skills. With his brother already studying there and several friends having graduated from UTS, Corey was convinced it was the right fit for his next step.

“UTS just seemed more progressive, more in line with the industry. It felt like the right place to keep growing,” explains Corey.

Turning points and new beginnings

After starting his Master of Sport Management at UTS, Corey secured a job with Tennis Australia, balancing his coursework with hands-on experience. But just before his final semester, the COVID-19 pandemic hit.

“The world turned upside down, and I lost my job,” he recalls.

At a crossroads, he even considered applying to the Federal Police, a long-held interest of his. However, just days after receiving an acceptance email, an ACL injury changed his course. 

While figuring out his next steps, Corey took on tutoring work in sport and exercise science at UTS. During a casual conversation with a subject coordinator, the idea of pursuing a PhD came up.

“I’d never thought about a PhD before, but after chatting, it clicked. If I was going to do it, I wanted to focus on sports management,” Corey says.

A month later, he pitched his research idea to UTS’s Head of Sports Management, Professor Nico Schulenkorf, who was immediately supportive.

“He loved it. The university was on board, and four years later, here I am,” says Corey.

Driving change in women’s football

Corey’s PhD research focuses on how major sporting events in women’s football can be leveraged to drive long-term fan engagement in Australia.

“Events like the Women’s World Cup have the potential to boost fan engagement, increase crowd attendance, generate media coverage and even encourage grassroots participation,” explains Corey.

A key part of his research looks at how organisations can use social media to engage fans before, during and after major events – turning short-term excitement into lasting growth. Corey is particularly focused on breaking the cycle where interest in women’s football surges during big events but fades soon after.

“There’s often a bit of a pat on the back after a big event – and then we forget about it,” he says.

Corey believes that the lead-up to the Women’s World Cup was a missed opportunity for boosting the profile of the women’s game.

“There was so much potential for building interest and fan engagement in the weeks leading up to the tournament, but organisations waited until after it had begun before they really got behind promoting the event,” he shares.

Corey’s research into social media activity during the tournament shows just how much interest there was: The Matildas Instagram account grew by 486,000 followers (a 344% increase) and had the highest engagement rate (11.87%), far above the typical 2-3% considered good. Mary Fowler’s Instagram also saw a 466% increase in followers, the highest growth rate of any player in the tournament.

“No one anticipated how massive it would be,” he says.

“Imagine the growth it could have achieved with more pre-tournament exposure as well.”

His work also highlights how the modern fan experience is evolving.

“Men’s sports have traditionally relied on the game itself, but today’s fans want a full experience. It’s about creating an engaging atmosphere, both online and in the stadium,” he says.

“As we saw during COVID, sport is nothing without the fans. They bring the revenue, the atmosphere and the energy – they’re as much a part of the product as the players.”

Corey gathers insights by interviewing stakeholders across Australian football, from grassroots to elite levels, as well as the media for a more objective perspective. After completing his PhD, he plans to share practical insights that sporting organisations can use to ensure future events drive lasting growth for the women’s game.

Making an impact

Growing up with female cousins who played football, Corey always saw women as part of the game. But over time, the inequality between men’s and women’s football became clear.

His internship with Football NSW’s Women's Academy reinforced his belief in the untapped potential of women’s football, and with the 2023 Women’s World Cup in Australia, he saw a once-in-a-lifetime opportunity for the sport to truly take off.

Participation in women’s and girls’ grassroots football increased by 16% in 2024. While the post-World Cup surge was expected, Corey questions whether organisations were truly prepared.

“We’re hearing stories of young girls being turned away from clubs due to a lack of resources,” he says.

“Football is losing them to other sports that are better prepared.”

He’s also focused on keeping sport accessible, especially as rising costs of tickets and registration threaten to push people out.

A supportive environment at UTS

Throughout his academic journey, Corey has found strong support at UTS. He values the university’s industry connections and the relationships he’s built along the way.

“The staff are really engaged and great to work with,” he shares.

The friendships he has formed are equally rewarding: “A lot of us still have great relationships today within the industry.”

For his PhD, Corey has benefited from the guidance of three supportive supervisors – Professor Nico Schulenkorf, Dr Stephen Frawley and Dr Katie Schlenker.

“They’ve looked after me really well, striking the perfect balance between support and independence,” he says.

He has also attended international conferences, including the Sport Management Australia-New Zealand conference and the European College of Sport Science in Paris, where he was given the opportunity to present his research.

“UTS offers plenty of opportunities to travel, showcase your work and connect with people globally,” he adds.

Bringing real-world insights to the classroom

While completing his PhD, Corey now teaches in the sport management space at UTS.

“Building rapport with students, both undergraduate and postgraduate, has been incredibly rewarding,” he says.

As a casual tutor who personally benefited from UTS’s strong connections, he prioritises bringing professionals into the classroom to enhance learning.

“After the Paris Olympics, we had a panel from the Australian Olympic Committee speak with students. It was a really valuable experience,” he shares.

For Corey, UTS has been more than just an academic institution. It has provided lifelong learning, career opportunities and a platform to pursue his passion.

“The opportunities keep coming and the people around me have been incredibly supportive. I can’t imagine being anywhere else,” he says.

Are you thinking about further study? Learn more about the postgraduate experience at UTS and explore our course options. Enquire about postgraduate study at UTS here.

Want to learn more about the rise of women in sport? Join us at the UTS International Women’s Day 2025 event to hear from two-time Olympian and former Matilda's goalie Lydia Williams, as well as a panel of experts discussing how to dismantle barriers in sports.