Asahi UK secures a sponsor deal with Southampton FC

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Southampton FC have secured Asahi UK as their new Official Beer Partner for a multi-year deal.

As part of the agreement, Asahi UK’s premium range of beers will be served across St Mary’s Stadium, including in the Fan Zones, The Dell, concourses, and hospitality lounges.

In addition, Asahi UK will improve the fan experience by installing state-of-the-art equipment and upgrading the bar areas at St Mary’s Stadium.

As of 2022, Asahi Group Holdings Ltd. held a 5.3% market share of beer companies in the United Kingdom, according to Statista, however, their reach globally has brought in partnerships with PepsiCo in Australia, as well as a deal with Scuderia Ferrari Formula One through Peroni Nastro Azzurro – a company now part of the Asahi group.

Greg Baker, Chief Revenue Officer for Southampton, expressed his joy in welcoming Asahi as a beer partner for the club.

“Are delighted to welcome Asahi as our official beer partner. As a globally renowned brand known for its premium quality and innovation, Asahi brings a fresh energy to our matchday experience,” he said via club statement.

“Southampton is eager to utilise the popularity of this brand to elevate fan encounters with the sport. “Our shared drive for quality and innovation makes this a natural and exciting partnership and one that we believe will significantly enhance the experience for our fans.”

Jerry Shedden, Director of Sales at Asahi UK shared his support for the new innovations for the clubs fan experiences.

“We are delighted to be partnering with Southampton FC and bringing their fans a premium range of beers. We look forward to contributing to a great match day experience at St Mary’s and supporting Saints in their push to return to the Premier League,” he said via press release.

With this new deal, Southampton fans can look forward to heightened and exciting home matchdays, this could see the collaboration increase the trend of high fan participation continuing in coming years.

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Regents Park Saints FC’s women’s game in 2026 and beyond

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Football NSW

The New South Wales club has outlined that current facilities are not well-adapted for women and girls engaging with local football, putting long-term participation at risk. 

 

Keeping pace with rapid growth 

With participation numbers in women’s football rapidly increasing across New South Wales, appropriate infrastructure becomes all the more essential. And for the women and girls looking to join local teams like Regents Park Saints FC, there is growing concern that facilities are struggling to keep up with the modern game. 

Outdated infrastructure, lack of privacy and minimal space in changing rooms have been highlighted as the main issues currently facing the upcoming generations of young female footballing talent. 

Regents Park Saints FC Club Secretary, Vanessa Thorburn, emphasised the benefits to having updated facilities for all players associated with the club. 

“Any updates to our changing rooms are going to benefit our players, but also any other players that use our club,” Thorburn explained via video press release issued Monday. 

Of course, the proposals are not just about addressing present concerns, but about planning for the future of the women’s game and establishing the right environment to nurture young talent.

“The Matildas did a great job of promoting girls in football and I think that it’s something that has really taken off and you see so much more interest in it. We like to think that our club will grow the future Matildas one day,” Thorburn continued. 

 

How can the 2026 AFC Women’s Asia Cup play a role? 

With the 2026 AFC Women’s Asia Cup just around the corner, the next few months represent a pivotal point for the development of the women’s game in Australia. 

In the past, participation and match attendance has increased following major tournaments like the 2023 FIFA Women’s World Cup. For example, between the 2022/23 and 2023/24 season, average attendances at ALW matches shot up from 1,233 to 2,117. It is clear that the Matildas can play in creating nationwide support for women’s football. 

As Australia will host the tournament this upcoming March, there is potential for it to act as a springboard for change across the nation’s football pyramid. 

What remains important to remember is that creating buzz among fans is not enough to sustain long-term progression. The football-fever which will arise when the Matildas kick off in March this year will hopefully infect not only future stars, but the current governing bodies with the power to implement real change in the women’s game. 

 

Coach Education Exchange unites Football NSW and Japan FA

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Football NSW

The education program was a roaring success for the 14 coaches who made the trip, demonstrating Japan’s high-quality infrastructure and development systems from which football bodies across Australia can take inspiration. 

 

A valuable partner

The 2026 FNSW Japan Coach Education Exchange comes as the latest display of the strong connection between footballing worlds in Australia and Japan. 

14 Football NSW coaches travelled to Japan for unique insights into what makes the J-League and WE League tick. With both of these leagues being renowned for their distinct footballing identities, elite development pathways, and technical excellence, the program serves as a valuable opportunity for Football NSW to gain new ideas and know-how moving forward. 

During the visit to Japan, the coaching cohort visited several different clubs, including: 

  • Cerezo Osaka
  • Tokyo Verdy
  • JEF United Chiba
  • Urawa Red Diamonds
  • Gamba Osaka

Learning from international expertise

The trip was not, however, merely about uncovering the secrets to club or commercial success. 

Visits to the JFA Academy Sakai emphasised Japan’s commitment to creating elite pathways for talented young players across the country. They believe in nurturing players not only to be talented footballers, but to be confident leaders through their education and lodging system. 

“He or she being gifted does not always have his or her talent blossom. By providing those who have a talent with a good environment and encouraging them to make efforts, we nurture players who can shine in the world,” they explain via the JFA official website. 

Further meetings with Director of Coach Education at the JFA, Kimura Yasuhiko, as well as Head Coach of Japan’s Men’s National Team, Hajime Moriyasu, highlighted the wealth of knowledge which Australia can access during collaborations with the JFA. 

“The opportunity to meet and hear from a national team head coach operating at the highest level of international football proved both humbling and motivating, underscoring the value of global connection and shared learning in coach development,” Football NSW said via press release. 

Following the success of the 2026 FNSW Japan Coach Education Exchange, the objective should now be to transform insights into action. For Football NSW, or any other football association in Australia seeking to develop the game for current and future generations in the region, the lessons learned from international partners must be applied with real conviction and commitment.

 

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