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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FV Celebrates Major Facility Upgrades Across Regional Victoria Under RCSIF

Staff Writer
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Football Victoria (FV) is pleased to acknowledge the announcement of four successful projects funded through the Victorian Government’s Regional Community Sports Infrastructure Fund (RCSIF), which will deliver vital upgrades to key football facilities throughout regional Victoria.

The RCSIF is a $60 million initiative from the Allan Labor Government designed to improve community sports infrastructure with a focus on inclusivity and accessibility.

FV is proud to spotlight the following projects that have secured funding:

Thompson Reserve (Inverloch Stars SC)
This upgrade will feature the construction of female-friendly change rooms and enhanced lighting, encouraging greater participation among women and girls.

Dixon Field (Gisborne SC)
Essential lighting improvements will be implemented to expand training and match capacity, supporting the increasing demand for football in the Macedon Ranges.

Victoria Park (Daylesford & Hepburn United SC)
The project will include lighting enhancements to improve venue usability and support broader access for the local football community.

Romsey Recreation Reserve (Macedon Rangers SC)
Funding will go towards planning and design works for new lighting and redevelopment of the main playing surface, laying the groundwork for future infrastructure development.

FV’s Head of Government Relations & Strategy, Lachlan Cole, expressed his excitement about the funding and the positive impact it will bring to regional football communities:

 “These investments are a testament to the importance of football in regional communities.

“Upgraded facilities not only created better playing experiences but also promote social connection in the community and allow for more people to play the game they love.”

Introducing the Nine Ad Manager Association and Community Club of the Year Awards

Staff Writer
Image Credit: Football NSW

Football NSW is proud to introduce the inaugural Football NSW Association of the Year Award, which will be presented at the Football NSW State Dinner on Saturday, October 25th. This prestigious new accolade will be awarded alongside our State Awards, Future Leader Award, Fair Play Award, and the esteemed George Churchward Medal.

Proudly sponsored by Nine Ad Manager, the Association of the Year Award recognises a Football NSW Association that has demonstrated outstanding leadership and commitment to the growth and development of football both within its region and across the state.

The winning Association will be one that actively empowers its clubs to enrich the football experience for players, coaches, referees, and volunteers. It will also be a strong collaborator—working constructively with Football NSW and peer Associations to safeguard and advance the long-term integrity of the game.

The Nine Ad Manager Association of the Year will have shown exceptional achievement or innovation in enhancing football delivery, across areas such as:

  • Innovative approaches to football delivery
  • Club development and support
  • Volunteer recognition and engagement
  • Development pathways for players, coaches, and referees
  • Strong governance practices
  • Creation of a safe, inclusive, and positive environment
  • Long-term strategic planning for growth and sustainability
  • Community outreach and advocacy
  • Promotion of diversity and inclusion (e.g., women and girls, CALD communities)
  • Collaborative partnerships with councils, schools, sponsors, and community groups

Launching in 2025: Nine Ad Manager Community Club of the Year Award

Also debuting in 2025, the Nine Ad Manager Community Club of the Year Award will celebrate a Community Club affiliated with a Football NSW Association that has shown exceptional leadership in raising the profile of grassroots football.

This award will honour a Club that works closely with its Association to foster growth, excellence, and community impact. The winning Club will have demonstrated innovation and excellence in football delivery across areas such as:

  • Recognition as a Club Changer Club
  • A commitment to creating a safe, inclusive, and welcoming environment
  • Volunteer support and appreciation
  • Development of players, coaches, and referees—especially through engagement with Association and State pathway programs
  • Strong governance
  • Fostering a positive club culture
  • Outstanding community advocacy and engagement
  • On-field excellence and achievement

Each Association will be invited to nominate one Community Club within its region for consideration. Nomination forms will be distributed in the coming weeks, and Associations are encouraged to begin gathering information in preparation. Community Clubs interested in being nominated should contact their Association directly.

Award Prizes

The winners of both the Nine Ad Manager Association of the Year and Community Club of the Year will receive a complimentary $2,000 AUD campaign via the Nine Ad Manager Platform. Two runners-up in each category will receive a $1,000 AUD campaign.

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