The Future of Football with Bill Papastergiadis

In our first episode of Unfiltered, our conversation with Bill Papastergiadis quickly cemented why he’s the National Chairman and Managing Partner at Moraine Agnew Lawyers, President of the Greek Community of Melbourne, President of South Melbourne FC, and a board member across several organisations.The episode serves as a lens for examining the deep interconnections between football, community, governance, and the tangled politics beneath Australia’s sporting landscape.

Football and the Ties That Bind

For Australian football stakeholders, the implications are clear. Football’s true power isn’t just what happens in the technical area or at the board table; it’s how sport can unify diverse cultures and channel rivalries into positive outcomes. Papastergiadis reflects on his own journey, where law and leadership blend seamlessly into community-building: “All of the things we work in have an interconnection…my job as a lawyer relates to my work at South Melbourne Hallas.” Clubs are, in this sense, social institutions, able to support not just athletes, but families, grassroots volunteers, and community partners.

Yet, the podcast doesn’t shy away from highlighting how politics shapes the game, for better and worse. “Football brings out the best in us and sometimes not the best in us,” Papastergiadis admits. Behind every bid for a stadium, every negotiation with government or governing bodies, there’s manoeuvring, advocacy, and, at times, division. As he puts it, “People are trying to use whatever skill or relationship they have to get their club where they want it to be. They will describe that as political. Politics is really part of our lives.”

The Fight for Access

It’s in this way that the episode’s most substantial industry analysis emerges. The conversation turns to the national second tier- the newly launched Australian Championship, and the legacy of locking NPL clubs out of the A-League.

“I hope it’s fixed. We will agitate for it to be fixed. Not because for the sake of South Melbourne, but for the sake of every club in this country. They all deserve…to aspire, to dream and to bring out the best in themselves and to progress. You can’t stop that in humanity.”

Papastergiadis credits Football Australia and Football Victoria’s recent efforts to re-introduce competition between historic clubs:

“Every club went another level in terms of player engagement, fan engagement, creating a better experience, match day experience for their supporters. Everything went up because we introduced competition again.” Fan attendance soared by up to 600% in one season, and clubs invested in both players and match-day infrastructure. For commercial operators, administrators, and sponsors, this speaks to a simple truth: when doors open, football’s audience answers.

Community, Identity and Social Cohesion

The episode also asks hard questions about identity and inclusion, both for clubs and communities. Papastergiadis doesn’t downplay the tensions that can arise from tribalism or historical rivalries, yet he champions the need for clubs to embrace their heritage within a multicultural framework. “We’re an Australian club, first and foremost (…) we do have, however, a history and it’s a history that gives meaning and purpose to the club. Let’s not deny that, but let’s make sure that history is conveyed in a way which promotes social cohesion, which doesn’t exclude others.”

He draws a direct line between football, ethnic history, and social progress, arguing that attempts to erase cultural identity or punish clubs for their backgrounds was a regressive move rooted in Australia’s old racism. “The demise of the National Soccer League was racist in its execution and to deny those clubs the opportunity to continue to participate solely because of their historical background, particularly when those clubs are what football was built on.”

 

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Industry Lessons and the Path Ahead

Politics will always be embedded within football’s machinery. But, as Papastergiadis notes, the impacts are not inevitably negative, provided that industry leaders focus on engagement, transparency, grit, and trust-building. His advice for clubs working with councils is clear: “Invite them to your events. Invite them to your club presentations. Invite the counsellors to matches. Organise lunches. Through that process, they will find that doors will open. (…) Trust is built over time.”

If anything, this episode illustrates that the future of Australian football rests on industry’s willingness to marry grit and ambition with cultural sensitivity and openness. “The journey is more important than the outcome. We should encourage people to feel good about the particular journey, that daily journey they’re involved in.”

For listeners, football stakeholders, and policymakers, Papastergiadis’ reflections and stories, some poignant, some political, all rooted in decades of experience, are both a window and a challenge. Open the doors, listen deeply, agitate constructively, and let football’s dreams flourish.

Dive into the full episode for more stories, leadership lessons, and insight on shaping Australian football’s next chapter.

Our episode is now out on Spotify, listen here.

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What is an A-League licence actually worth?

South Melbourne’s push to enter the A-League has reopened an old debate about who gets to play at the top level of Australian football. Beneath the arguments about history, identity and sporting merit sits a more consequential business question: what should a place in the competition actually cost?

Following its Australia Cup triumph, the debate and discussion around South Melbourne’s bid to enter the A-League has reignited. Co-president Bill Papastergiadis has indicated the club is open to discussing a licence fee, while arguing it does not need an equity stake in the Australian Professional Leagues (APL).

The question is whether entry to the A-League should be treated purely as a commercial asset to be purchased, or whether it should also provide a pathway for clubs capable of bringing genuine value to the competition.

The Price of Admission

A licence offers access to a national platform, broadcast exposure, sponsorship opportunities and the country’s highest domestic competition. The APL is entitled to protect that value and ensure any new entrant has the financial resources, infrastructure and governance to sustain a professional operation.

South Melbourne should not receive a free pass because of its history, supporter base or Australia Cup success. Winning a knockout competition is not the same as demonstrating the capacity to operate a professional club across an entire season.

But a licence fee should not become a barrier that protects the competition’s existing membership at the expense of its future.

There is also a risk that licence fees become little more than short-term sugar hits for the competition, delivering an immediate injection of cash without addressing the longer-term challenge of building sustainable clubs, growing audiences and increasing recurring commercial revenue.

Assessing the Value of Established Clubs

South Melbourne is not starting from scratch. It has an established supporter base, a home at Lakeside Stadium and a storied history in Australian football. Its profile and recent success give the APL a tangible proposition to assess, rather than a business plan built entirely around projected growth.

Nor is South Melbourne necessarily alone. Other established Australian clubs may have the supporters, facilities, community connections and ambition to make a credible case for joining the professional ranks. Not all would be ready, and maybe not all would strengthen the A-League. But that is precisely why the league needs clear, consistent criteria to assess potential entrants on their financial capacity, infrastructure and commercial potential as well as what they could contribute to the competition.

That contribution should count. New audiences, local rivalries, sponsor appeal and stronger connections between community and professional football all have value. An established club may offer a different proposition from launching a new team and trying to build a supporter base from the ground up.

There are, of course, significant costs involved. South Melbourne would need to demonstrate how it could fund professional men’s and women’s programs, generate sustainable revenue and protect its existing operations. A licence fee must be considered alongside the rights, obligations, access to central revenue and commercial opportunities that come with entry. The price cannot sensibly be separated from what a club receives in return.

The Promotion and Relegation Question

This is also where the debate connects to the lack of promotion and relegation. If the system is considered financially unviable under the A-League’s current structure, clubs and supporters deserve a clear explanation. What are the specific financial, stadium, broadcast or governance barriers? What would need to change to make it possible? It is simply down to the licence fees that have already been paid by the existing A-League clubs?

Promotion and relegation is clearly not an immediate or realistic solution, and introducing it would not automatically create a healthier competition and ecosystem. But if it remains off the table, Australian football needs to offer ambitious clubs something more tangible than an uncertain promise of expansion.

Providing a Clear Pathway

A transparent licensing process, published entry criteria and a clear explanation of what clubs must demonstrate would at least provide a pathway to work towards. Clubs investing in players, facilities and academies need to understand what it takes to reach the top. Supporters deserve to know how their clubs can progress, too.

The A-League needs entrants capable of surviving and investing for the long term. It also needs to recognise the value that established clubs can bring. If the price of entry is focused primarily on extracting the largest possible payment, the league risks overlooking opportunities to grow its audiences, strengthen rivalries and deepen its connection with Australian football.

South Melbourne’s bid is an opportunity to test that balance. The question is not whether the club should simply be handed a place in the A-League, but whether Australian football can develop a licensing model that rewards financial responsibility while recognising the value of clubs that have already built something worth bringing to the national stage.

It seems a licence must have a price. But if the A-League wants to grow sustainably, it must also explain what that price is designed to achieve and provide a clearer answer to clubs and supporters asking how the pathway to the top is meant to work.

South Melbourne signs New Balance teamwear deal after Australia Cup triumph

South Melbourne FC has secured a two-season teamwear partnership with New Balance and Australian elite teamwear partner Belgravia Apparel, strengthening the club’s commercial portfolio as their Australian Championship title defence begins.

The agreement will see New Balance supply high-performance apparel for South Melbourne’s players and staff, both on and off the field, beginning with the club’s Australian Championship campaign.

The deal follows South Melbourne’s historic Australia Cup triumph and comes as the club looks to build on its increased national profile while pursuing another title.

South Melbourne head of operations George Kouroumalis said the partnership reflected the club’s ambitions and offered an opportunity to strengthen its identity beyond matchdays.

‘We are incredibly proud to partner with Belgravia Apparel for the next two seasons. Having New Balance, an elite brand with strong global presence associated with South Melbourne, reflects the ambition of our club and the opportunities ahead,’ said Kouroumalis.

Belgravia Apparel CEO Brian Waldron said the company was pleased to bring its football experience to the partnership, pointing to its relationships with clubs across Australia and New Zealand.

For South Melbourne, the deal puts a globally recognised sportswear brand behind the club at a time when its Australia Cup win has brought it greater national attention.

The agreement also connects South Melbourne to a broader teamwear network. Belgravia Apparel and New Balance began their strategic alliance in 2020, supplying performance apparel to sporting organisations across the region.

The club said its new home kit would be launched the following week, giving supporters their first look at the partnership in action.

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