Adelaide United remains with Kite Property for Liberty A-League

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Adelaide United and Kite Property
Image credit: Adelaide United

Adelaide United have announced a season long deal extension with leading property development and sales company, Kite Property.

Kite Property have been a partner of Adelaide United since 2018 and have shown a strong interest and passion in growing the women’s football side. The company can benefit greatly from the logo on the front of the club’s kits as it gives them a chance to showcase the brand to a large audience for the first time.

This partnership agreement will mean that the Kite Property logo will proudly appear at the front of both the home and away jersey for this season’s Liberty A-League campaign.

Kite Property is a proud South Australian and family-owned property development, sales and management company, Kite Property has a focus on supporting locals and promoting diversity.

Over the last 17 years, Kite Property have leveraged their knowledge and experience to quickly become Adelaide’s largest apartment developer, and now a developer of master-planned communities, townhouses and hotels.

Adelaide United’s Head of Commercial, Fabrizio Petrone mentioned the congruity between the goals of the two parties.

“We’re delighted to continue our partnership with Kite Property, with a clear focus on growing the momentum behind women’s football, especially off the back of the most recent FIFA Women’s World Cup successes,” he said via club press release.

“Kite Property has always been a strong supporter of the Club and women’s football in general, and this extension is exciting for the Club and aligns with our values, to better support local communities.”

Kite Property Managing Director Damon Nagel is pleased by the continuation of this partnership.

“We could not be more pleased to extend our partnership in support of Adelaide United and women’s football,” Nagel added via press release.

“We’re extremely passionate about equal opportunity and diversity, so being able to continue our partnership with the women’s team was an obvious choice for us.

“Having our logo on the front of the home jersey is an excellent way to showcase our brand and engage with our customers and the 300-plus people that work on Kites’ projects.

“Kite Property is here to support local and our partnership with United is a key pillar in this strategy.”

Both parties have a lot of shared values about benefitting the Adelaide community and growing the women’s game which will propel the goals they are trying to achieve in this long-term partnership. Adelaide United have mentioned in their overall strategy that these are key pillars of the club and are of high importance.

Ned Morris to step down as Adelaide United chair

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Image credit: PxHere website

Adelaide United have confirmed that Ned Morris will step down as chair after a mutual agreement and will continue in an advisory role with the club.

Morris spent 18 months in the role and Adelaide United has stated they will carefully evaluate the future of the chair position, making sure it aligns with their long-term goals.

Morris and the club have acknowledged that there will be significant challenges along the way, with the internal restructure now complete.

In addition, Adelaide United felt the time was right for a shift towards a local South Australian approach.

Morris reflected on his time serving as chair at Adelaide United and said he is still ready to show the club’s full support:

“I have thoroughly enjoyed the past 18 months working closely with the United family on behalf of Australia’s best A-League fans, the Reds,” he said in a media release on the club’s website.

“I am very confident that we have put in place the right vision, strategy, and key personnel to see the Club achieve ultimate success in the very near future.

“I remain committed to working with Adelaide United in an advisory role and look forward to supporting our men’s and women’s teams ahead of the 2024-25 season.”

Major shareholder and ownership representative at Adelaide United, Cor Adriannse, said about Morris’ contribution to the club:

“We have greatly enjoyed working with Ned over the last 18 months. He has been a tremendous asset to the Club, especially in navigating the difficult post-COVID phase for both the Club and the league,” he said in a media release on the club’s website.

“We deeply appreciate the improvements he has driven alongside our management team. Ned will always remain connected to the Club, and we intend to continue working together in one capacity or another.”

Throughout Morris’ tenure, he drove key developments such as the high-performance program investment strategy, establishing a global partnership with Eredivisie side PSV Eindhoven and appointing Ernest Faber as Technical Director in May this year.

He also expanded the Youth Football Scholarships, renegotiated a five-year tenancy at Coopers Stadium and successfully approved several government funding grants.

Saudi Pro League’s TikTok deal: A media blueprint for Australia

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Image credit: Cristiano Ronaldo Instagram

The Saudi Pro League (SPL) has confirmed a new partnership with TikTok for the 2024/25 season, designating the short video platform as its official digital partner.

This collaboration aims to enhance digital engagement for football enthusiasts both regionally and internationally.

As part of the agreement, TikTok will unveil a dedicated ‘SPL Exclusive Hub,’ offering fans access to a wealth of content from the league’s clubs and partners.

This exclusive content will feature behind-the-scenes footage, in-depth player interviews, and other unique insights into the SPL.

Additionally, TikTok will provide its creators with special opportunities to engage with the league.

This includes access to training sessions, matchday experiences, and interactions with players, allowing for a richer and more immersive fan experience.

The SPL is determined to solidify its position as one of soccer’s premier domestic leagues. While high-profile signings like Cristiano Ronaldo have captured headlines, the TikTok partnership is set to amplify the league’s global visibility.

TikTok’s involvement in football is extensive, with previous partnerships including UEFAfor  Euro 2024 and Women’s Euro 2022, Major League Soccer (MLS), and the Confederation of African Football (CAF).

The platform is also deeply embedded in other sports, including the Paris 2024 Paralympic Games and UFC, and recently extended its multi-year partnership with the National Football League (NFL) to include long-form content.

Saudi Arabia ahead of the game again

Saudi Arabia is leading the way in sports marketing by leveraging apps like TikTok.

Their strategic use of these platforms enhances global visibility and engagement for the Saudi Pro League, showcasing a commitment to innovative digital strategies that connect with a broad, international audience and elevate their brand on a global stage.

It is clear that the SPL’s ambition is to be ‘bigger than the top European Leagues’ per a statement from newly appointed CEO Omar Mugharbel.

Mugharbel mentioned enhancing the product after recent signings Ivan Toney and Joao Cancelo capped off a relatively quiet summer window for the league and hinted at ‘advancing the league’s brand off the pitch with new deals (TikTok) to create a more attractive proposition for star players and fans abroad.’

Everything the SPL do is for attention and they are close to designing a social media juggernaut that is ready to shake the traditional European football landscape, even if some may find it incredibly unpopular. It is certainly working.

How a deal like this would benefit Australian football

Capitalising on the fantastic viewership and engagement from the younger generation is the key to success for the A-Leagues’ future.

According to YouGov Sport in 2023, between the ages of 18-34, the A-League is the second most engaged league in the country, sitting only behind the AFL.

The data showed that 15% of Australian sports fans aged 18-34 regularly streamed the A-League Men whilst 19% of the demographic follow the league on its respective social media channels.

Improving the content on these channels, which is certainly required, has been on the mind of the league for a while and KEEPUP’s failure gives them a blueprint on what not to do this time around.

A deal with TikTok would almost certainly benefit all stakeholders given the league’s lack of engaging, behind-the-scenes content and lacklustre highlight reels leaving many dissatisfied at the overall product.

Now with international marquee signings like Juan Mata and Douglas Costa, the A-Leagues can try and attempt to do what Saudi Arabia do, albeit on a much smaller scale, in terms of leveraging these big names to draw bigger crowds and engagement on social media.

The ability to nail short, bite-sized content is almost essential with the increasingly shorter attention spans and hunt for easily digestible videos that don’t require too much brain power.

In 2024, the A-Leagues must improve in this area and ensure they don’t fall behind the 8 ball again with this sport getting back on its feet.

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