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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GIS and ACPE join forces to strengthen football coaching and tactical development

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The Global Institute of Sport (GIS) and Australian College of Physical Education (ACPE) will support Hills Football Association in delivering a specialist coaching workshop designed to improve player development, tactical understanding and performance analysis.

Taking place on Wednesday, 21 October 2026, at the ACPE campus in Sydney Olympic Park, the workshop will bring together experienced football coaches and performance analysts to explore practical approaches to developing players’ tactical awareness, decision-making and understanding of the game.

Titled Developing and Supporting Players’ Tactical Understanding, the event will run from 6pm to 8.30pm and feature two workshops focused on translating coaching theory and performance analysis into practical learning environments.

Former Matildas head coach Tom Sermanni, who has also led the national women’s teams of the United States, Canada and New Zealand, will present the first session, Working with International Players.

The workshop will examine how coaches can design training sessions that develop tactical execution under realistic match conditions, with an emphasis on practice design, player decision-making and effective coaching behaviours.

The second session, From Video to Understanding, will be facilitated by experienced performance analysts from GIS and ACPE.

Participants will explore how match footage can be used to strengthen tactical learning, encourage player reflection and develop independent decision-making.

The session will also examine how coaches can structure effective video reviews that align with coaching objectives and a team’s playing model.

Supporting the next generation of football coaches

The initiative highlights the growing importance of combining traditional coaching methods with modern performance analysis to support player development across Australian football.

As clubs and football organisations increasingly seek to improve coaching standards, access to practical education and industry expertise remains an important component of developing more effective learning environments.

The workshop is designed for coaches seeking player-centred approaches that encourage footballers to read the game, understand tactical situations and make better decisions on the pitch.

Participants will receive two hours of Football Australia Continuing Professional Development (CPD) recognition.

For GIS, the collaboration provides another opportunity to connect its specialist sports education and analytics expertise with the practical demands of football coaching.

The institute delivers postgraduate sports education through online learning and stadium-based campuses internationally, including Sydney’s Allianz Stadium and SCG.

Its Sydney offering includes the Master of Sports Analytics and Master of International Sports Business, supporting the development of professionals across the sporting industry.

ACPE, established in 1917 and based at Sydney Olympic Park, brings extensive experience in sport, health and physical education, with a strong emphasis on industry-focused learning and practical professional development.

Together with Hills Football Association, the two education providers aim to equip coaches with practical knowledge that can be applied directly within their football environments.

Event details

  • Event: Developing and Supporting Players’ Tactical Understanding
  • Date: Wednesday, 21 October 2026
  • Time: 6pm to 8.30pm
  • Venue: ACPE Campus, 10 Parkview Drive, Sydney Olympic Park NSW 2127
  • Presenter: Tom Sermanni
  • Facilitators: Performance analysts from ACPE and GIS
  • CPD: Two hours of Football Australia Continuing Professional Development

Coaches interested in attending are encouraged to register through the event’s official registration channel.

For more information about the education providers, visit Global Institute of Sport and Australian College of Physical Education.

Football NSW backs 20 female coaches with qualification scholarships

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Image Credit: Football NSW

Football NSW has supported 20 female coaches to complete their AFC/Football Australia C Diploma qualification in 2026, using scholarships funded through Football Australia and CommBank’s Growing Football Fund to reduce the cost of coach education.

The initiative included a dedicated female-only C Diploma course delivered by Football NSW in April and May, attended by 13 coaches. An additional seven received support to complete courses closer to their local communities, improving access for coaches across metropolitan and regional New South Wales.

Football NSW Head of Women’s and Schools Football Hayley Todd said the scholarships had helped address a key barrier to coaching development.

“These scholarships have helped remove a significant barrier for many female coaches seeking to progress their coaching journey,” Todd said.

Todd said the combination of a female-only course and support for locally accessible qualifications had created pathways for 20 women to develop their skills and contribute to football in their communities.

The program reflects an ongoing challenge for the sport: increasing women’s participation also requires investment in the coaches who lead teams, develop players and help shape club environments.

By helping cover qualification costs, the scholarships give recipients an opportunity to strengthen their coaching knowledge and leadership capabilities while expanding the pool of qualified female coaches available to clubs.

The support also connects to the wider Growing Football Fund, a joint Football Australia and CommBank initiative aimed at creating more opportunities for women and girls in the game.

The fund’s community grant program offers eligible clubs and associations grants of up to $5,000 to help attract or retain women and girls in football, with applications for the 2026–27 round closing on 20 October 2026.

The governing body also offers Women in Football Coaching Scholarships worth 50 per cent of course costs, with applications limited.

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