APL and PFA remain without agreement as bargaining tensions continue

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The Australian Professional Leagues (APL) and Professional Footballers Australia (PFA) remain without a new collective bargaining agreement, with negotiations continuing less than three months before the start of the 2026–27 A-Leagues season.

The APL presented the players’ union with a new one-year interim proposal on August 5, which included an increase to the A-League Women salary cap and a commitment to establish a pathway towards full-time professionalism for the women’s competition within 12 months.

The proposed agreement would provide an interim framework while the two parties continue discussions over a longer-term collective bargaining agreement.

APL chief executive Steve Rosich said the proposal reflected the league’s commitment to reaching a sustainable agreement with players following eight months of negotiations.

However, the PFA criticised the APL for publicly announcing the proposal shortly after presenting it to the union, arguing that the approach had further damaged trust between the two parties.

PFA Chief Executive Beau Busch also said players had overwhelmingly rejected the APL’s previous final offer, citing a lack of trust in the league’s ability to ensure its future.

Full-time professionalism for the A-League Women remains a key priority for the PFA, with players seeking improved conditions and greater investment in the competition.

The A-League Men and A-League Women seasons are both scheduled to begin on 16 October 2026.

With the new season approaching, both parties face pressure to resolve the dispute and establish the framework governing player conditions across the A-Leagues.

 

 

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Sydney FC targets B2B growth with new corporate network

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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.

Auckland FC partners with FreshChoice to expand local presence

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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.

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