Manchester City extends Xylem partnership

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Premier League Champions Manchester City have confirmed the renewal of its multi-year global partnership with water technology leader, Xylem.

The renewed partnership includes the Manchester City men’s and women’s teams, and MLS Champions New York City FC and Mumbai City, who are part of City Football Group (CFG).

Through the partnership to date, the clubs and Xylem have already reached more than one billion people through water awareness, education and volunteerism initiatives that advance their shared mission to create a more sustainable world.

The United Nations estimates that 3.2 billion people will live in severely water-scarce areas by 2050, if global warming continues at current projections. The three clubs and Xylem are elevating water within the global conversation on climate change through activities and dialogue that educate communities on the value of water, and projects to improve water and sanitation access.

Over the last four years, the partnership has empowered a global network of over 500 young community football leaders to deliver life-saving water awareness, education, and access to over 20,000 children in eight countries across all continents. Delivered collaboratively with CFG’s global charity initiative Cityzens Giving, these projects combine football and WASH education with infrastructure upgrades using Xylem technology and expertise.

In this next phase, the partnership aims to accelerate action on critical water challenges by driving a further 100 million people to participate in water-related initiatives in their communities.

Roel de Vries, City Football Group’s Group Chief Operating Officer, said in a statement:

“We’re delighted to be able to announce the extension of the partnership with Xylem today. Over the last four years, we have been able to successfully combine our place in the world of football with Xylem’s expertise in water education, to impact a huge number of people globally.

“Using the voice and influence of Manchester City, NYCFC and Mumbai City, we will continue to raise awareness and change behaviours around sustainable approaches. We look forward to continuing this work over the coming years.”

Patrick Decker, President and CEO of Xylem, added:

“When it comes to solving major challenges, our voices are more powerful together. That’s why one of the many ways Xylem advances water security is by engaging external stakeholders to put water on the agenda in new ways and venues. Through our partnership, we are creating a unique and powerful platform to connect with millions of fans around the world, spark conversation on water challenges and solutions – and inspire widespread action. We’re energized by the opportunities that lie ahead, and the potential to accelerate progress in our mission to solve water.”

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Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

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Image Credit: Football NSW

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Football Victoria elevates fan enjoyment with Streets partnership

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Image credit: Prostock-studio / Shutterstock.com

Football Victoria (FV) revealed last week a new partnership with ice cream giants, Streets. The brand will become an exclusive ice cream partner for the next three years.

 

An iconic brand for joyful experiences

As a well-known and popular ice cream brand with people all around the nation, Streets will now look to support the fan experience in Victoria through its products.

It reflects FV’s commitment to delivering a family-friendly and memorable experience for spectators. Both on and off the pitch, the organisation is striving to elevate the experience for fans and families alike.

“Football Victoria is always looking for ways to elevate the experience at The Home of The Matildas, and this partnership does exactly that,” explained FV Executive Manager of Commercial and Facilities, Chris Speldewinde.

“It’s a fantastic fit for our community and we’re looking forward to what the next three years will bring.”

Furthermore, Senior Brand Manager at Streets, Ryan Katz, emphasised the brand’s role in community sport and in creating memories beyond the action on the pitch.

“Streets is proud to join Football Victoria as its exclusive ice cream partner,” Katz said.

“There’s nothing better than enjoying a great game with a classic ice cream in-hand, and we’re excited to be part of those moments across the state.”

 

Understanding community football

Community football is all about these moments. Sunny days, the family together, and a sweet treat in-hand while supporting a local team alongside friends and neighbours.

This is why a partnership between FV and Streets is particularly important.

Not for its commercial value, but for what it tells us about both parties’ understanding of what matters to fans. From young fans to experienced matchday-goers, everyone wants to find enjoyment while watching the game.

And while the 90 minutes of action is the focus, the experience of a local matchday is truly defined by interactions with fellow supporters and smaller – but no less significant – moments of happiness during the day.

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