Auckland FC partners with FreshChoice to expand local presence

Lorcan Marelich26/09/2026 11:30 am26/09/2026

Image Credit: A-Leagues

Auckland FC is taking its latest commercial partnership into supermarkets and local communities, with FreshChoice joining the club as its official supermarket sponsor ahead of the 2026/27 season.

The agreement gives FreshChoice a visible presence across Auckland FC’s training apparel, while also creating opportunities for the club to engage supporters away from Go Media Stadium.

FreshChoice stores will host Auckland FC player appearances, giveaways and other activations throughout the partnership, creating physical touchpoints between the team, its supporters and the retailer’s customer base.

The partnership will also extend into grassroots football, with a local club set to have the opportunity to win a private training session with Auckland FC players.

FreshChoice Executive General Manager Tim Cartwright said the partnership provided an opportunity to connect the retailer’s existing local focus with the growing fanbase of Auckland FC.

“Everything we do at FreshChoice starts with our local communities. This partnership is really about showing up for the local people who support our stores every day,” Cartwright said.

For Auckland FC, the deal adds a large retail network to its commercial portfolio and provides another channel through which the club can reach supporters outside its regular matchday environment.

Auckland FC Chief Executive Officer Nick Becker said that the partnership would be a great opportunity to grow the game within the local community.

“What better way to support a growing community than partnering with an organisation that knows a thing or two about serving the local community,” Becker said.

The partnership takes effect immediately, with activations planned across FreshChoice’s North Island stores and online channels, while further activities are scheduled to take place at Auckland FC home fixtures during the season.

Previous ArticleOne Football: Why This Australia Cup Final Means More Than a TrophyNext ArticleSydney FC targets B2B growth with new corporate network

Focus Construct moves to front of shirt as Brisbane Roar partnership grows

Lorcan Marelich29/09/2026 6:05 am28/09/2026

Image Credit: Brisbane Roar

Brisbane Roar has expanded its relationship with Queensland construction company Focus Construct, with the business moving from sleeve sponsor to major partner and front-of-shirt sponsor for the 2026/27 Isuzu UTE A-League Men season.

Focus Construct joined the Roar ahead of the previous campaign as a Platinum Partner, with its branding appearing on the sleeves of the club’s home, away and third kits

The new agreement moves the company into the most prominent commercial position on all three men’s playing jerseys, giving the partnership a significantly larger matchday and broadcast footprint.

Roar CEO and Chairman Kaz Patafta said the expanded partnership reflected Focus Construct’s continued commitment to the club.

“Twelve months later they’ve backed that up by taking the most visible spot we have, and it tells our members and fans a lot about where this club is heading,” Patafta said.

Focus Construct CEO Todd Dunlop said the company were keen to continue supporting a club which that has a strong presence within the Queensland local footballing community.

“We wanted to show our support for a true Queensland sporting club, one with deep community roots and real pathways for local talent to succeed on the world stage,” Dunlop said.

The Bowen Hills-based construction business works across sectors including hospitality, education, sporting venues, government, community facilities and commercial developments.

The partnership also creates a natural connection between the two organisations’ involvement in Queensland infrastructure and sport, with Focus Construct having previously highlighted its interest in supporting the Roar’s development both on and off the field.

The deal gives the Roar another example of a commercial partnership growing in value over time, while providing Focus Construct with a larger platform across the club’s domestic campaign.

Sydney FC targets B2B growth with new corporate network

Lorcan Marelich26/09/2026 12:45 pm26/09/2026

Image Credit: Getty Images

Sydney FC is looking to turn its existing corporate relationships into a broader business development platform with the launch of The Collective, a new membership network built around connections between businesses.

The initiative, launched ahead of the 2026/27 A-League season, will combine corporate events, matchday experiences and behind-the-scenes access with opportunities for members to engage directly with Sydney FC’s wider commercial network.

Rather than positioning the offering solely around hospitality, the club is placing business development at the centre of the proposition. Members identify the organisations and individuals they want to connect with, and Sydney FC and The Collective work together to facilitate those introductions

Sydney FC Executive Vice Chairman Sebastian Gray said the club’s already diverse corporate network will only benefit from this initiative.

“Football is a fantastic vehicle for bringing people together, but we want The Collective to go beyond matchday,” Gray said. “It will be about creating connections, opening doors and providing experiences that our members genuinely value throughout the year.”

The club has partnered with Andrew Towner, founder of The Corporate Collective, to develop the network. Towner has previously built a business community around the NRL and will bring that experience into the Sydney FC platform.

The Collective will be offered through Premium and Standard membership packages, giving businesses different levels of access to events, experiences and the club’s corporate network.

For Sydney FC, the model adds another layer to its commercial partnership strategy, moving beyond individual sponsorship assets to create a recurring platform for B2B engagement.

It also gives the club another way to demonstrate commercial value to its business partners, with networking and potential new business opportunities becoming part of the proposition alongside traditional brand exposure and hospitality.