'I carry myself as a proud Samoan’: Newly appointed dame credits culture for her success

The person behind the most attended women’s sporting event in history has been appointed a dame in the 2024 New Year honours for services to football governance.

Dame Sarai Bareman, who is of Samoan Dutch descent, is FIFA’s Chief Women’s Football Officer and responsible for the historically successful women’s football world cup hosted in New Zealand and Australia this year.

She has also driven the burgeoning development of the women’s game across the globe, which includes an increase in women’s participation as well as advocating for more females in leadership, through her role on FIFA’s Reform Committee.

Bareman, who grew up in a rugby playing family in west Auckland, says her entry into football governance came almost by mistake.

“I went to Samoa on a trip to visit my mother's family. I had never been there by then [but] I'd been playing football for quite some time.

“And while I was in the country, there was a role advertised in the financial management of the football federation there and for me that seemed like a perfect marriage of my love for football and my financial background. So I put my hat in the ring and my little holiday in Samoa ended up being a six year stay."

Over that time she would not only represent the country on the football pitch, but also help re-establish the country’s senior and junior competitions as well as develop grassroots programmes in schools.

From there she moved into higher roles within FIFA, applying the experiences she gained in Samoa.

Dame Sarai Bareman, FIFA's chief women’s football officer. Photo/ FIFA

“I think operating in that environment [in Samoa] and really getting my hands dirty and being on the ground taught me a lot and those are still things that I call upon today in the role that I'm in.”

Bareman oversaw the 2019 women’s football world cup in France which saw a record 1.1 million attendees, but the 2023 event far exceeded this number, with 1.9 million fans watching games around New Zealand and Australia, as well as 2 billion people viewing games on television.

But Bareman says prior to the opening game, ticket sales were not looking good.

“I have to be honest, in the lead up to the tournament. I was a little bit worried as New Zealanders are notoriously last minute in terms of purchasing tickets and attending events.

“But with the Football Ferns winning the opening match, that kicked off the tournament in a brilliant way and once the world cup fever hit, the momentum just built and it was incredible.”

With such a successful event under her belt, her next focus is building the women’s game around the world including establishing a women’s club world cup.

Given her meteoric rise through FIFA’s ranks, Bareman credits her Pacific heritage as a crucial factor in her success.

“I think we underestimate ourselves sometimes and how important our upbringing and our culture is to who we are and how we operate,” she says.

“I've tried to very deliberately to bring those values and that upbringing into my day-to-day work and I carry myself as a proud Samoan woman day-in and day-out, whether I'm in the office, the boardroom, on the pitch or visiting a member association.

“And I have to say it's a beautiful thing to come from the Pacific region and I'm really really proud of that.”

And her message for other women wanting to emulate her success?

“I am just an ordinary girl who grew up in West Auckland and went to Massey High," she says.

“I never would have imagined to receive this honour in my wildest dreams but if I'm able to achieve it then there are so many brilliant young woman and girls in New Zealand who I think can achieve even greater things - so my message would be 'don't limit your beliefs and go for it'.”

Dame Sarai was appointed a Dame Companion of the New Zealand Order of Merit for services to football governance.