APL announce extended Liberty A-League season and 12th team for 2023/24

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The Australian Professional Leagues (APL) have today announced that the Liberty A-League Women’s competition will become a 12-team competition, with a full home and away schedule of 22 rounds by the 2023-24 season.

This investment brings the professional game in Australia in line with global standards for match minutes, and is part of a broader strategy to ensure a lasting legacy for the game following the FIFA Women’s World Cup Australia and New Zealand 2023TM.

Western United will officially join in season 2022-23 for a 20-round competition, and Central Coast Mariners have been given a provisional licence by APL and, subject to FA Board approval, will become the 12th team for 2023-24, taking the league to 22 rounds and a total of 132 matches.

A-Leagues CEO Danny Townsend said via press release:

“In the 18-months since we have been running the professional game in Australia, we will increase the number of regular season matches from 70 to 132, finally bringing Australia in line with global benchmarks and ensuring more opportunities for women to play at the highest level and for girls to benefit from the role models and expanded professional pathways this investment creates.”

“We are just 12-months out from the 2023 FIFA Women’s World Cup, and we want to make sure that every girl and woman in Australia has the opportunity to build and grow a lasting relationship with football, the country’s most participated in sport.”

The changes to the Liberty A-League follow close consultation with players and Professional Footballers Australia (PFA) and will lead to the minimum salary in the competition increasing by more than 50% over the next two years.

Kate Gill, Co-Chief Executive of PFA, said via press release:

“Today represents a significant step forward for women’s football in Australia that not only brings to life the players’ vision for a full home and away competition, but indicates the APL’s intent and belief in growing the women’s game.”

“Thanks to the genuine partnership with the APL, the players have played a central role in helping to design a competition that delivers meaningful employment, a professional career path and a strong and sustainable league that will develop the next generation of Australian talent.”

Liberty Chief Executive Officer James Boyle added the expansion of the Liberty A-League competition was welcome news that Liberty was proud to celebrate as naming rights sponsor.

“We’re passionate about championing women in sport and the growth of the Liberty A-League helps to elevate the profile of women’s football. The more women role models in the professional sporting arena, such as the A-Leagues, the richer the opportunities for future generations. APL shares our pioneering spirit and culture of diversity as it continues to take strides towards creating a more inclusive sport. We are proud to share with the A-Leagues our passion – and action – for fostering gender equality on and off the field.”

Chief Operating Officer of the 2023 FIFA Women’s World Cup Jane Fernandez said via press release:

“Huge congratulations to APL for this growth, and it really does follow the growth trajectory of women’s football right around the world.

“This is a once in a generation opportunity. We are heading towards Qatar, where the Socceroos have just qualified to play. Then we move towards the expanded Liberty A-League, with the Grand Final to be held right on the eve of the expanded FIFA Women’s World Cup with, for the first time, 32 teams playing in the competition.

“The benefits and the opportunities are huge, and it’s not just for the players, there are benefits also for those who want to volunteer, to coach and to be leaders in our game.”

This is the second expansion announcement in twelve months, following the addition of Wellington Phoenix’s women’s team in 2021. APL also signed an historic 5-year CBA last year, and launched the Club Championship trophy, designed to encourage better fan engagement with women’s football.

The expanded and extended 2022/23 Liberty A-League season kicks off on 18th November 2022 and all matches will be broadcast live on Network 10 and Paramount+, the Australian home of football.

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

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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

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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.

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