In the debut episode of Off the Pitch, Soccerscene’s new podcast, David Cvetkovski joins the show to discuss the success of Preston Lions FC’s Preston in Business initiative.
Over the years, the club has built a powerhouse corporate portfolio, fostering strong relationships with sponsors through exclusive events and perks that keep them engaged and invested.
Cvetkovski breaks down the impressive figures behind Preston’s thriving business community and how its financial stability has played a crucial role in the club’s resurgence toward Victoria’s top flight.
“For us, I dare say our Preston in Business community at the moment is probably doing in excess of $12-15m of business with each other,” Cvetkovski said on the podcast.
“Us connecting with our sponsors through this community whether it be the concreters to the builders to the developers to the painters to pest control and now adding the corporates in the mix.”
Preston Lions have recently expanded their corporate network by securing partnerships with major household brands, including McDonald’s, Harvey Norman, Chemist Warehouse, and Coles.
These deals reflect strong local franchise support, helping to elevate PLFC’s presence while uniting the community and strengthening the club’s connection with its supporters.
Cvetkovski spoke on how the club have managed to capitalise on this opportunity that other clubs haven’t mastered yet.
“The biggest shift we’ve made is the corporate relationships we’ve started to create, with major household brands, and I think we’ve got 10 or 11 this year,” he said.
“These are brands that everyone knows, and we’ve created long term relationships with them. It’s not always about the money, it could be product or service, that can be monetised.”
The club boast the largest sponsorship portfolio in the NPL and Cvetkovski made sure to mention the importance of maintaining these relationships to ensure loyalty and trust amongst all parties.
“It’s all about treating these sponsors really well to maintain the relationship. Ultimately, they all want to have a good night and so we gave them their own car park which is great,” he said on the podcast.
“They’re always networking and doing business with each other and they do it at the game on matchday which is a massive winner for the club.
“All our sponsors this year get a merchandise voucher and feature on the polo which is Formula 1-esque. Everyone in the club has to wear it proudly because this is what you’re representing, and we don’t exist without our sponsors.”
The success of Preston in Business is the result of years of dedication, strategic growth, and long-term partnerships.
The club has worked tirelessly to build a strong foundation, ensuring stability and sustainable growth both on and off the pitch.
“As I said to the model, we don’t have a big backer, whale or individual that just throws money into Preston, we’re relying on a considerable mass of great people to chip in 1% and it makes it 140% because we have 140+ sponsors,” Cvetkovski said.
Preston Lions FC has set the benchmark for club-driven business initiatives, proving that a strong corporate network can be just as vital as on-field success.
Through strategic partnerships, long-term sponsor relationships, and a thriving business community, the club has built a model of sustainability that many others aspire to replicate.
Now the club are set to kick off their important NPL season, starting this Friday 7th of February at B.T Connor Reserve vs Hume City at 8:30pm KO.
