Auckland FC Teams Up with The Warehouse in a Major New Retail Alliance

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Image credit: Wikimedia Commons

Auckland FC has confirmed a new sponsor in The Warehouse, who have become the team’s official retail partner after signing a multi-year agreement with the club. 

The Warehouse began as a small company in Auckland, since then it has grown into a national retail giant with $3 billion in sales, and now, much like Auckland FC, it has become a staple in Kiwi culture. 

The company operates 218 retail and online stores, along with distribution centres across New Zealand, and maintains two international sourcing offices in China and India.

The partnership will have a strong Auckland focus, however,  Auckland FC merchandise will be accessible in stores across the country, so customers can feel a part of the club, even when they are not at the stadium. 

Jo Mitchell, the General Manager of Marketing at The Warehouse, said the company is looking forward to building further connections with fans of the game. 

“We’re going to make it easier for families to be part of the club, with ticket giveaways and merch drops, promos, and footy themed fun in our store, that’ll bring the game closer to home,” he said via press release. 

“This is about backing the club, the fans, and helping more Kiwi whānau feel part of the game.” 

Auckland FC CEO, Nick Becker reflected on the deep connection between the brand and the local community, highlighting the natural fit of the collaboration.

“I grew up going to The Warehouse in the 80s, they’re part of the fabric of Auckland and, like us, are big champions of the city and Aotearoa New Zealand,” he said via press release.

“Football is booming over our shores right now. It’s the number one participation sport for Kiwi kids and second for adults. With The Warehouse being the home of affordable sportswear and equipment, the partnership between the two brands makes a lot of sense.” 

With the A-League season starting up again next week, this new signing is yet another exciting contribution to Auckland FC, and will bring stronger connections across New Zealand and Australia.

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Fremantle City Launches 2026 NPL Season with Focus on Youth and Community

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Image Credit: Football West

Fremantle City FC has officially launched its 2026 New Balance NPL WA Men’s and Women’s seasons, championing a community-first approach that puts young players at the heart of the club’s future.In a vibrant ceremony at Hilton Park, club juniors presented first-team shirts to senior Men’s and Women’s squads, symbolising a critical pathway from grassroots to elite football within the Fremantle family.

“This is very important for us- our juniors presenting shirts to our NPL Women’s and Men’s teams,” said Club President Tony Estrano. “2026 is the ninth year of our academy, running from under-nines up to under-16s, for both boys and girls. Today’s shirt handover by our Under 13s Academy and JDL teams shows these kids there is a real pathway to the first team.”

Head coach Samantha Geddes has reaffirmed the sentiment, emphasising Freo’s commitment to club unity: “Getting the whole club involved like this is brilliant. It’s great for our young girls to see that connection to the senior team and for senior players to inspire and support the next generation.”

Momentum and Ambition for 2026

Fremantle’s Women’s side enters 2026 riding high after a historic State Cup triumph last season, with captain Annabelle Leek setting her sights even higher: “Winning the State Cup was massive. We’re ready to build on that momentum, with new signings and a renewed focus on finishing in the top four.”

On the men’s side, after avoiding relegation last year and freshening up the roster with key signings, captain Cam Edwards is confident: “We’re ambitious, and with this group, we know we can put on a good show.”

Fremantle City has committed itself to turning club culture and youth pathways into on-field results, inspiring the next generation to wear the crest at every level.

Level the Playing Field: Football Unites at Parliament House to Back Grassroots Growth

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 Image Credit: Football Victoria/Avellino Photography 

Victorian football’s most influential voices gathered at Parliament House last Wednesday to officially launch the Level the Playing Field campaign. The initiative is a united call to strengthen grassroots infrastructure and ensure every child has access to safe, modern facilities.

Hosted by Football Victoria alongside members of the Parliamentary Friends of Football, the event brought together MPs from across the political spectrum, A-League representatives, community clubs and emerging players, reinforcing one clear message: when football thrives, Victoria thrives.

Football Victoria Chair Dr Angela Williams delivered a powerful address, drawing on her professional experience to underscore sport’s social impact.

“You belong when you play football,” she said. “It is the same healthy place to play — regardless of race, religion or background. Young people in sport are healthier and safer. That’s what this is about.”

The campaign comes at a pivotal moment for the game. Participation across Victoria has surged to more than 127,000 registered players, with female participation experiencing significant growth in recent years. A legacy of the recent success of the Australian women’s national team.

Yet, as speakers emphasised, infrastructure has not kept pace.

Former Socceroo and community advocate Carl Valeri reflected on the contrast between elite and grassroots environments, highlighting the importance of stronger community facilities.

“When you walk into a community facility, there’s the same love and passion,” Valeri said. “But the infrastructure doesn’t always match. That infrastructure can turn away the kids who decide to play later, or those who might be facing challenges at home. For me, community football is important because we have to keep kids involved in the game.”

 Image Credit: Football Victoria/Avellino Photography 

Current and emerging players echoed the sentiment. Young footballer Kara Crnac highlighted how quality facilities build confidence and create opportunity, while coach and talent pathway representative Maddison Kamolins stressed the importance of safe, inclusive environments.

Image Credit: Football Victoria/Avellino Photography

Government representatives acknowledged more than $100 million in recent football facility investment, including the state’s landmark commitment to Home of the Matildas at La Trobe University, while recognising further support is required at the grassroots level.

Football Victoria CEO Dan Birrell described the campaign as both collaborative and forward-looking.

“We’re going to be visible; we’re going to be active and we’re going to be strong advocates for our clubs,” he said. “Every elite career begins at a community ground. If we want stronger communities and stronger representation on the world stage, we must invest where it all begins.”

With the AFC Women’s Asian Cup on the horizon and continued momentum across domestic competitions, the message from Parliament was clear: the next generation of Matildas and Socceroos is already here.

Now, it’s time to level the playing field, sign the petition here.

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