Camden Town Brewery remains as the official beer partner of Arsenal

Arsenal and Camben Town

Arsenal have announced a further extension of their partnership with Camden Town to remain their official beer partner for the upcoming 2023/24 season.

This partnership initially began in 2019 when the club agreed a deal with Camden Town Brewery owner and lifelong Arsenal supporter, Jasper Cuppaidge, who achieved his dream of being a major sponsor.

To celebrate the renewal, Camden Town Brewery launched a new beer, ‘North London is Red’ Lager. Consulting with the Arsenal supporters via social media on their favourite football moments, icons, and matchday rituals, the lager has been created as a homage to the Arsenal family.

Camden Town Brewery is a Brewery that was founded in 2010 by Australian Jasper Cuppaidge and is located in Kentish Town, Central London where the company conduct tastings, brewery tours and the ultra-popular ‘Camden Beer Hall’, a bookable room to host big events or parties.

Arsenal Chief Commercial Officer Juliet Slot was pleased with how the relationship has panned out for the fans.

“We’re excited to extend our partnership with our neighbours and fellow Arsenal supporters at Camden Town Brewery,” he said via club statement on www.arsenal.com.

“The atmosphere at Emirates Stadium has been fantastic this season and Camden beer has become an important part of the matchday experience for our passionate supporters.

“We’ve already achieved so much together in areas such as sustainability and supporter engagement, and the launch of the new ‘North London is Red Lager’ is a fantastic way to kick off our renewed commitment as we move forward together.”

Camden Town Brewery are also putting on a promotion where fans purchasing beer from their website will go in with a chance to win a pair of tickets to the first Premier League match of the new season against Nottingham Forest.

Holly Gibson, Head of Brand Experience & Partnerships at Camden Town Brewery also expressed her excitement for the agreed extension.

“We have loved working with Arsenal over the past four years and we are really proud of what we have achieved so far,” as mentioned in the club statement on www.arsenal.com

“Who doesn’t love highlights? We’ve saved millions of cups from landfill by introducing a re-usable cup scheme (the first of its kind in the Premier League). We teamed up with David Seaman to serve fresh pints.

“We brewed a double-strength Camden Hells Lager to celebrate 50 years since Arsenal’s double, we supported Arsenal in achieving the record number of ticket sales and attendees to the WSL, and so much more. Cheers to the Gunners and roll on next season!”

It has been a popular partnership with the fans who enjoy benefits as well as the beer itself on Emirates Stadium matchdays, making this a fantastic addition to the club and ultimately one that is destined for the long-term.

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Build a home, create a culture: How do we secure the Socceroos as global competitors?

The Socceroos kicked off their World Cup campaign with a convincing 2-0 win over Turkey. It was an important win for their tournament ambitions, but also a statement about their quality on the world stage. It is time that we built a facility to ensure this quality is nurtured, not stifled.

Otherwise, we risk falling behind.

 

One of four…

Australia’s Men’s National Team currently sits as the 23rd-ranked team in the world in the official FIFA rankings. The Matildas, meanwhile, are the 15th highest-ranked women’s team.

This year is also the sixth consecutive FIFA Men’s World Cup featuring the Socceroos, confirming their position as a regular competitor in the most prestigious tournament in world football.

So why is it, despite these undeniably positive reflections of Australia’s growth in international football, that the Socceroos are still homeless?

At the 2022 FIFA Men’s World Cup in Qatar, Australia was one of four competing teams (a list featuring Denmark, Poland and Senegal) without a national base. In 2024, former Socceroos coach Graham Arnold described the team as “homeless” ahead of the World Cup qualifiers.

But four years on from the tournament’s last edition, the situations remains the same. And the world is taking notice.

 

A letter to the PM

In April this year, FIFA reportedly wrote to Australian Prime Minister, Anthony Albanese, encouraging the construction of a permanent home for football in the country.

The letter reflects concerns within the governing body that Australia, despite being so present in international football throughout the past 25 years, may fall behind the rest of the pack.

When we look at the talent in the current squad, Australia is by no means an emerging football economy. But commercial and infrastructural limitations in the landscape mean this talent is under-appreciated.

Nevertheless, it is a nation which regularly proves it can compete – and win – on the biggest stage. This we saw only a few days ago.

Which is why the players, coaches and staff representing the nation deserve a permanent facility which reflects, nurtures and inspires talent and competition. The survival of the landscape depends on it.

 

The investment question

Investment into football – from grassroots to professional levels – continues to be at the crux of national debate on how to secure football’s future in Australia.

In a conversation between Soccerscene and Melbourne-based community club, Sunbury United FC, infrastructure and facility-sharing challenges emphasised common grievances for many grassroots clubs.

The issue, therefore, is spread across the nation’s football pyramid. And prompts an uncomfortable question about future investments:

If even the Socceroos continue to share their current base, Leichhardt Oval, with various teams across rugby league and soccer, how can we ever expect clubs further down the pyramid to avoid similar fates?

The past few years, however, have fortunately seen improved investment into the women’s game in Australia – particularly embodied by the ‘Home of the Matildas’.

The result of a $101.1 million investment by the Victorian Government in collaboration with La Trobe University and the Federal Government, the facility boasts elite training features including premium FIFA-standard pitches, multiple changing rooms, a high-performance gym, a sports science lab and more.

This was a welcome and vital boost ahead of the 2023 FIFA Women’s World Cup which took place in Australia. Now, ever-increasing participation and pride are synonymous with women’s football, and the numbers confirm it.

In 2023, women and girls represented 190,746 participants across social, outdoor, fustal and registered football. In 2025, this increased to 231,435. It proves that, with the arrival of purposeful investment at the top, comes the spread of a football culture across the nation.

 

Aligning practical and cultural benefits

But what would a potential facility for the Socceroos actually look like? And what are the benefits?

When considering similar projects, we can look to both Japan and England as distinct examples of how a national base for football can unite practical, social and cultural benefits.

St George’s Park – England

Built in 2012, England’s base at St George’s Park is a masterclass in using facilities to establish a centre for industry cohesion and community impact.

As a centre of excellence, St George’s Park holds 14 outdoor pitches, a fustal arena, and hosts coaching and medical courses. It welcomes 28 teams across men’s, women’s, youth and para football, representing a place of unity and alignment for the entire football community.

Furthermore, the ‘Play Like the Pride’ program offers grassroots participants and school students the chance to experience the elite facilities for a day, showing how facilities can serve to connect young players to the world of their professional idols and foster real passion for the game.

JFA J-Village – Japan

The J-Village – beyond being a state-of-the-art football training centre – shows why a home for football can positively impact the community.

After being used as a support base for the nuclear power plant accident following the 2011 Great East Japan Earthquake, the venue now holds a deeply important place in the memory of Fukishima. As a result, upon resuming full operations in 2019, the facility – and the football development within it – represented a sense of perseverance, reconstruction and unity.

And through hotels and public transportation links, the J-Village also welcomes tourists and business travellers, encouraging more people to step into the world of football in Japan.

One venue, therefore, can give rise to an essential part of a thriving football landscape: culture. A culture for participation, community outreach, and elite development.

 

Final thoughts

The focus of the summer will no doubt be how the Socceroos perform on the pitch. And with homes, offices, and public spaces brimming with enthusiastic support, the sense of national pride is irresistible.

But for all the positive sentiment currently taking hold of the nation, there will come a time when Australia’s World Cup run is over, at which point an all-important question must be asked:

How do we move forward?

We move forward by transforming buzz into an aligned vision, commitment to nurturing talent, and a desire to establish a real footballing culture across the nation.

The first step to building this culture? Building a home from which it can thrive.

If Australia Wants to Be a Football Nation, We Need to Stop Scheduling Against the Socceroos

Jake Stringer isn’t a football analyst, a broadcaster or a football administrator.

Yet this week, he articulated a frustration many Australian football fans have felt for decades.

Following Australia’s opening match at the FIFA World Cup, the former AFL star labelled it a “disgrace” that AFL fixtures were scheduled head-to-head with the Socceroos, questioning why Australian sport would compete with one of the country’s most important sporting events rather than embrace it.

Whether you agree with Stringer or not, his comments touch on a much larger issue.

For all the discussion about football’s growth in Australia, the game still struggles to receive the national recognition afforded to comparable moments in other sports.

The Socceroos are not simply another national team.

They are Australia’s most globally relevant sporting side.

The argument that football remains a niche sport in Australia becomes increasingly difficult to sustain when the Socceroos take the field.

Their opening World Cup victory over Türkiye attracted a total television audience of 4.78 million Australians, with an average audience exceeding three million across SBS and SBS On Demand. SBS confirmed it was the third most-watched free-to-air event of 2026, while World Cup coverage had already reached more than eight million Australians during the tournament.

These are not football numbers.

They are national event numbers.

The Socceroos’ 2-0 victory, powered by goals from Nestory Irankunda and Connor Metcalfe, generated nationwide interest that extended far beyond football’s traditional supporter base. It was one of those increasingly rare sporting occasions capable of capturing the attention of millions of Australians simultaneously.

When an event is attracting audiences measured in the millions and commanding national attention, it ceases to be simply a football fixture. It becomes a moment of national significance.

Now the question is why Australian sport still struggles to treat one of its most globally relevant teams as a national asset rather than a competitor.

The argument from competing codes is usually straightforward: schedules are set years in advance, broadcasters have obligations, and domestic competitions cannot simply stop every time the Socceroos play.

That is true.

But there is a significant difference between maintaining a schedule and actively competing against a national moment.

Other sporting nations understand this distinction.

When major national teams compete on the world’s biggest stage, rival sports often find ways to accommodate, promote or at the very least avoid directly undermining the occasion. Not because they are required to, but because there is an understanding that national representation transcends code wars.

In the United States, the NBA adjusted its 2026 Finals schedule to avoid a direct clash with the USMNT’s opening FIFA World Cup match against Paraguay. It was not a charitable act towards football, but a recognition that a home World Cup creates a national sporting moment too significant to ignore.

That is the point Australia still struggles to grasp.

When the Socceroos play on the world stage, it should not be treated as just another football broadcast competing for space. It should be viewed as a national event.

One that rival codes can acknowledge without diminishing themselves.

 

Missed opportunities

The irony of the current approach is that everyone loses.

Football loses potential viewers and momentum.

Competing codes lose the opportunity to align themselves with a rare moment of national unity.

Most importantly, Australian sport misses the chance to present itself as a collective ecosystem rather than a collection of competing tribes.

This is particularly significant as Australia prepares for one of the most important decades in its sporting history.

Australia’s football rise

The Socceroos have now qualified for six consecutive FIFA World Cups and continue to build on the momentum generated by their remarkable run in Qatar. Under Tony Popovic, expectations are growing that Australia can once again challenge on the world stage.

At the same time, football participation continues to rise nationally, women’s football is experiencing unprecedented growth, and Australia is positioning itself as a major player in the global game.

Yet moments that should be celebrated nationally still feel like they require justification.

Perhaps that is why Stringer’s comments resonated.

They did not come from a football insider defending his own code.

They came from someone outside the game looking in and questioning why Australia would choose competition over collaboration when the Socceroos are representing the nation.

The real conversation is not whether one AFL round should move or whether broadcasters should alter their programming.

The question is much bigger.

If we genuinely believe football has a place at the centre of Australia’s sporting landscape, then our biggest football moments should be treated as national sporting occasions—not just football occasions.

Until that happens, Australian football will continue fighting a battle that most football nations settled long ago.

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