Goals, Joy, and Songs in the Rain: The Freedom QJ League W’s Kickoff in Pavlodar

Notably, Pavlodar is where the first steps were taken toward launching the tournament. Back in September last year, a women's football festival was held in collaboration with Mastercard, bringing together more than 200 local girls.

Almost a year later, the league continued its steady expansion, with the girls of Irtysh and Shakhter meeting in the opening match.

The Central Stadium became a magnet for fans – 4,186 spectators gathered to witness the game, setting a new attendance record for a women’s club football match in Kazakhstan.

The gates opened 90 minutes before kick-off. Not only local residents but also a large delegation of Shakhter fans were present, and supporters from both sides put on a colourful entry display.

This year’s first matchday took place under the slogan "Women’s Football – Brighter Than Summer", inspiring a summer festival-style celebration where people enjoyed the season and relaxed outdoors.

The stadium’s layout and pre-match activities followed the theme of a summer park: "Catch the Prize", "Penalty Shootout", a children’s bouncy castle, "Thor’s Hammer", "Ring Toss", "Hanoi Tower", and football darts.



While kids enjoyed the attractions, older fans captured memories in the photo booth, danced to the DJ set, grabbed snacks, or relaxed in the chill zone.



Premium league partner Changan Kazakhstan hosted its own area, where Pavlodar residents could engage with the brand, enter a prize draw, take photos in a branded zone, or even sign up for a test drive.



Despite growing support for women’s football, certain societal stereotypes still linger. To challenge them, an "open mic" was set up at the stadium, where any fan could share their thoughts. The area featured bold messages debunking outdated views – such as "A beautiful goal has no gender" and "Long hair didn’t stop Zlatan".

Fans from across the country tuned into Qazsport, as the match became the first girls’ club game ever broadcast live on Kazakhstan’s national sports TV channel. Commentary came directly from the sideline.

A pre-match studio show aired for the broadcast audience, hosted by Bekezhan Ardakuly and Temirlan Orynbayev. Guests included Freedom QJ League Trustee Chairman Timur Turlov, Irtysh and Shakhter head coaches Ksenia Postovaya and Sergey Polenov, and journalist Madina Asylbek.

Before kick-off, speeches were given by Timur Turlov, League President Rokhus Shokh, KFF General Secretary David Loriya, and Pavlodar Region Akim Asain Baikhanov.



"It’s a great honour to open the first match of Freedom QJ League W. Women’s football is growing in popularity and vibrancy worldwide – we’re seeing fierce competition and amazing goals. I believe our league will become a stepping stone to professional football for many girls just starting out.

It’s also uplifting that there is a nationwide consensus in support of youth sports – from the president to local governments. With consistent effort and long-term investment, we can build a competitive, professional, honest, and beautiful football scene", Timur Ruslanovich said.

The players were led onto the pitch by their biggest supporters – their mothers.





As the starting line-ups were announced individually on the big screen, the national anthem of Kazakhstan played, followed by the historic first kick of the new league.

The match was controlled by the home side and ended in a 5–1 win for Irtysh. After an early goal from Elizaveta Medvedeva in the 17th minute, Aruzhan Ospanova and Aisana Akhmediyan each added a brace. Shakhter’s Saida Dyusembayeva scored a consolation goal.

Special mention goes to 16-year-old Ospanova’s first goal – a spectacular long-range strike into the top corner.



That goal proved that a beautiful goal truly knows no gender and put her in strong contention for the Mastercard Goal of the Matchday award. As a partner of the league, Mastercard continues to champion women’s football.

"The emotions are indescribable. I was nervous before the match, but thanks to the coach’s guidance, I managed to score two goals. Big thanks to the team", said Aruzhan after the match, noting that the Freedom QJ League W opener was held at the highest level.

To entertain fans during half-time, a Dance Cam powered by Changan Kazakhstan ran on LED screens, encouraging fans caught on camera to show off their moves.

Rain began falling in the second half, but the game heated up on the pitch – the weather only added to the vibe. Irtysh’s players celebrated the win with hugs shared among team-mates, family, and friends.



As the match ended, Miras Zhugunusov took the stage, and fans left the shelter of the west stand to gather near the stage, singing and dancing to his biggest hits – including "Zymyran".





After the concert, a prize raffle was held – three lucky fans walked away with an iPhone, AirPods, or a Galaxy Tab.

Freedom QJ League W features eight teams and nearly 200 players. Matchday 2 kicks off this coming weekend.