MiniRoos to be supported by four-year investment

Australia’s leading retailer Coles have partnered up with Football Australia as the naming right holders for MiniRoos – the official junior grassroots program of Australian football in a promising acquisition for both parties.

The four-year investment aims to boost participation of the MiniRoos program, while also attempting to support education around young Australians and establishing healthy eating habits from a young age.

The initiative corresponds with Coles’ current commitment to assist Australians in eating and living well on a day to day basis. The grassroots program is created for children ages from as young as four up to 12, ranging from kindergarten to the culmination of primary school. As of 2023, there are over 240,000 active MiniRoos, which caters for all abilities.

The new sponsorship agreement also facilitates Coles and their official partnership with the Subway Socceroos, CommBank Matildas and the men’s and women’s Youth National Football Teams.

The Coles logo will become a prominent feature amongst youth football across the nation. Coaching apparel, MiniRoos equipment and Football Australia school programs are all set to have the notorious red signature writing.

In addition, Coles have also become a presenting partner of the Little Legends Lap across respective international and domestic Australian related football matches and the MiniRoos half-time mini match at senior national team home matches.

Upon the announcement via the Football Australia website, Chief Customer Officer (CCO)  Amanda McVay discussed her pleasure amongst the partnership.

“Coles is delighted to be teaming up with Football Australia in what is a historic partnership for both parties and one we hope will benefit the lives of Australians for many years to come,” she said via Football Australia media release.

It is acknowledged that the supermarket juggernaut have understood the potential Football has within the nation. The CCO also claimed Coles’ commitment:

“Coles is committed to helping Australian families right across the country and is aligned with Football Australia’s ambition to provide more opportunities for Aussie Kids to play football,” she added via media release.

From the perspective of someone in whom aches to see the game grow within their native country, it is intriguing, as it is exciting to see Coles enter the football realm.

Understanding their desire to attribute towards the growth and nourishment of the game, can only guide its vested youth interest into a path of future stability and perhaps prosperity.

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Does The Australian Championship Have a Long-Term Future? Optimism Remains Despite Silence

THE ASSOCIATION of Australian Football Clubs has reconvened to re-engage Football Australia on the long-term future of the Australian Championship, which returns next month for its second season.

The AAFC is preparing a formal approach to head office in the aim of establishing the next steps for the tournament’s development. Little has been said from FA about its long-term prospects since South Melbourne won the inaugural title last summer.

Operated last season as an end-of-year tournament for clubs pulled from NPL competitions around the country, under the (former) model of the UEFA Champions League, it was generally lauded by those who partook as a success. This year, the same format returns.

But there remains a lack of certainty across constituent clubs as to where the Championship is headed. Those spoken to by Soccerscene, both within and outside the ‘foundation’ ranks, retain a firm desire to see it become a full-blown national second division – as was the competition’s working title for much of its development process.

“We’re now in the process of pushing that timeframe [for future discussion] because the clubs’ concern is if you just wait another twelve months, and do nothing towards establishing the home and away competition, then another year will pass,’ said AAFC chairman Nick Galatas.

‘We’re keen on re-establishing the impetus for what we say the clubs and the fans actually want, and that is a proper competition that will be the bridge for what we all want.

“We need to link our game from bottom to top and give more opportunities to our promising young players.”

It is the general view of a number of foundation clubs that discussions with FA have always been due to re-open following this upcoming second season; however, actual specifics have proved harder to find.

“As an aspiring club, we were under the understanding that after two years there’d be a review for the potential of promotion and relegation [to the A-League],’ said one club president from within the eight foundation clubs.

“Or, to discuss expansion into the A-League. We’re not asking to get rid of A-League teams; we’re asking for a connection via expansion. For example: ‘keep playing this competition, keep performing strongly, and then if you meet the criteria, you can apply for A-League expansion.’”

It is nearing three years since Football Australia selected its eight foundation clubs, from a pool of 32 that were invited to enter its Request For Proposal phase. At the time, it was stated that a refined process – to commence early-2024 – would seek to find an additional two-to-four clubs to join them.

That this has not happened means the eight sides still fail to represent any state outside New South Wales and Victoria, a criticism levelled at the competition from its first day. From the outside, this continued inactivity could be construed as a lack of progress – although that’s not to say inactivity is the case.

“We’ve explored it a few times, and FA have been really open about where they’re up to, and really what the trajectory is,” said the president of another club, who were part of the Request For Proposal phase, but were not selected as a foundation club.

“I would describe their current position as ‘we’re doing it, we’ll review what we’re doing, and then we’ll plan to either keep doing it, or expand it.’ Does that mean expansion will happen? Not necessarily.

‘Maybe they’ll do that review and there’s a sense the timing’s not right, there are too many challenges… but I’m not getting any indication that that’s the case.’

Football Australia signed its Championship broadcast deal with SBS in September 2025 for two seasons with an option for a third. Last week, the partnership announced an increase in linear broadcasting for 2026 with an additional match per round to be broadcast on Thursday nights. The entire competition is available via SBS On Demand.

Football Australia has also added a Penalty Shootout Bonus Point Model, where drawn matches in the group stage will see sides awarded a standard one point each, before heading to the penalty spot to contest an additional point.

The competition also remains without a naming rights partner, while participant clubs have this season been charged an entry fee, which was not the case last season. Football Australia continues to foot the travel bill for parties up to a certain number for away fixtures.

Football Australia was contacted for comment.

Mbappé move from Nike to On signals new battle for Football’s sponsorship market

Kylian Mbappe UEFA Euro 2024 Qualifier

Kylian Mbappé’s decision to leave Nike after almost 20 years has opened a new chapter in the commercial battle for football’s biggest names. The Real Madrid and France star has joined Swiss sportswear brand On, a significant boon for the company on entry into the football market.

Mbappé’s departure is a significant commercial loss for Nike. The forward joined the company as a nine-year-old and grew into one of its leading football figures. His loss compounds the recent transition of Spanish star Lamine Yamal to long-time rival Adidas.

On built its reputation in running, before expanding into tennis via Roger Federer. It will now use Mbappé’s experience as it develops football products, with its first boots expected to become widely available in the near future. Former France star Thierry Henry has also joined On as its football director and is a shareholder.

On has confirmed that Mbappé’s agreement includes both cash and equity, although the financial details have not been released, gives the partnership a deeper commercial connection than a traditional endorsement deal. Nike still holds significant football contracts, including long-term partnership with numerous national teams.

However, Mbappé’s move gives On an opportunity to challenge the established order, including Nike, Adidas, Puma and other emerging competitors. But will they turn this prized signature into lasting football credibility? To do so, the brand must now deliver products that can compete on performance, design and price.

Mbappé’s switch is therefore more than a sponsorship change. It signals an increasingly competitive fight for football’s most influential athletes and the billions of fans who follow them.

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