Adelaide United teaming up with TML Transport for 2023/24 season

Theo Athans13/12/2023 5:00 pm13/12/2023

Image credit: Adelaide United

Adelaide United are in a collaboration with major South Australian line-haul provider TML Transport.

With this new partnership, TML Transport’s logo is displayed on the front of the shorts worn in all Isuzu UTE A-League matches this season.

TML Transport is a major line-haul provider based in Two Wells, North Adelaide, which provides an express line-haul service throughout Australia.

The company’s key values are about customer satisfaction and providing each customer with a certain high-level of professionalism and respect.

TML Transport have recently expanded across all of Australia, taking on clients and creating offices in Sydney, Melbourne, Perth and Darwin.

Adelaide United’s Head of Commercial, Fabrizio Petrone said that the deal with TML Transport was because of their shared values.

“We’re delighted to have TML partner with our club at a time of great excitement in our 20th anniversary season,” Petrone stated via press release.

“We have shared values around positivity and valuing our people, and we look forward to this being the start of a long haul together.”

TML Transport Owner Lewis Magro expressed his excitement at partnering up with the South Australian club, following the company’s roots.

“We’re really excited to be on board with Adelaide United for season 2023/24,” Magro added in a TML Transport statement.

“As a proudly South Australian owned and operated company that operates nationally, TML Transport is a perfect fit as a partner with the club.

“We look forward to working together this season and supporting Adelaide United’s ongoing success.”

The logo was debuted on the shorts during the Round 5 match against Western United in Ballarat.

TML Transport joined a long list of partners that Adelaide United have added to their network in 2023/24, and there is a clear goal at the club to improve its off-field stature and improve as a brand as they hope to achieve on-field success.

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

Oliver Van Bronswijk23/09/2026 6:00 pm23/09/2026

Image Credit: Shutterstock

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.

IMG takes commercial lead on inaugural FIFA ASEAN Cup

Lorcan Marelich22/09/2026 6:05 am21/09/2026

Image Credit: Vietnam Football Federation

IMG has been appointed to lead the global commercialisation of the inaugural FIFA ASEAN Cup, giving the new Southeast Asian national-team competition an established international sports business partner ahead of its first edition.

Under the strategic partnership, IMG will manage worldwide media and sponsorship rights sales while also overseeing broadcast production for the tournament, which takes place from 24 September to 5 October across Indonesia and Hong Kong, China.

The inaugural competition will feature 14 national teams, including all 11 ASEAN members alongside guest nations, with matches split between two divisions. Division 2 fixtures will be played in Jakarta and Badung, while Division 2 matches will be played in Hong Kong.

The agency’s role will include selling sponsorship and media inventory internationally while helping establish the broadcast infrastructure required to present the tournament to audiences outside Southeast Asia.

The partnership builds on IMG’s existing strategic relationship with PT Garuda Sepak Bola Indonesia, which has been working with the Football Association of Indonesia since 2025 on areas including commercial strategy, media rights, production and digital development.

For FIFA, the tournament creates another international football property in a region with a large and increasingly connected football audience.

For IMG, it adds another major regional property to a football portfolio that already includes competitions and organisations across Europe, the Americas, Asia and Africa.

The immediate challenge will be turning the inaugural tournament into a sustainable commercial property capable of attracting broadcasters and sponsors beyond its first edition.

If successful, the FIFA ASEAN Cup could provide Southeast Asian national teams with a recurring commercial platform while giving IMG another foothold in one of football’s developing markets.