Cavallucci spearheads reform for football in Queensland

Football Queensland (FQ) have made it their mission to work through a wide range of reforms for the game in the sunshine state, with CEO Robert Cavallucci a central figure overseeing the governing body’s progress.

In a wide-ranging interview with Soccerscene, Cavallucci emphasised the importance of delivering important objectives for the game, which include executing crucial competition reforms for overall player development, encouraging and providing appropriate support strategies for coaches and referees, lifting the profile of futsal in the state and taking the women’s game to the next level.

The FQ CEO explained some of the changes they are implementing to competition structures across Queensland and how critical it is to link the state’s football pyramid.

“Strategically, it’s very important, Football Queensland takes all possible steps in regards to connecting and linking the football pyramid where it can to benefit the game,” he said.

“In the advanced pathway, we need to make sure there’s a clear, transparent and accessible opportunity for aspirational clubs and players to find the right place for them in the football ecosystem.

“What we’ve done is divided the state up into three competition conferences – South East Queensland, Central Coast and North Queensland.

“In South East Queensland obviously it’s a lot more mature in terms of the advanced pathway, the NPL itself has been around for some time. But it’s now about linking it with the other elements of the advanced pathway, so there’s a clear passage for clubs to transition to the right framework for them that aligns with their strategic objectives. That’s what we are doing in South East Queensland and from a football point of view, having a connected pyramid with promotion and relegation is the most preferred position to be in.”

The South East Queensland competition reforms are set to have as many as 6 divisions of the Football Queensland Premier League (FQPL), with clubs in those leagues able to strive to reach the top tier in the National Premier Leagues (NPL) Queensland.

In the Central Coast and North Queensland conferences, the system will be similar, however some adjustments will need to be made.

“We will be transitioning the Premier League clubs in those environments into the FQPL environment (which is the same licensing and competition framework as South East Queensland).

“We will then work those clubs over the next 3 years or so to build their capacity and help them transition from a community club environment into the advanced pathways.”

The idea is that over the next few years the FQPL in Cairns for example, will be as close to the same thing as the FQPL in Brisbane.

“It’s a 3-5 year journey, but it’s something we are ambitious in doing because we have a firm belief that kids in regional Queensland should have the same opportunity as kids in South East Queensland,” Cavallucci said.

Alongside the focus on the development of players through these revamped competition structures, improving coaching and referee standards have been two major pillars that are an integral part of FQ’s overall growth strategy.

“We’ve had a massive investment in coaching education in Queensland, significantly growing the number of coach educators and significantly growing the amount of courses being delivered,” he said.

“We’ve been able to substantially grow the number of registered coaches across the state; we are up nearly 35% this year, which is huge.

“That reflects investment in the key parts of our game that have been neglected from a coach education point of view.

“Equally in referees, we have conducted significant reform in that space and have worked to fix the culture across the state.

“Under the number of strategies and programs we’ve implemented, referee numbers are also up over 20% this year. After 7 years of decline we’ve been able to turn it around, so these are really good outcomes for the game.”

Futsal referee courses have also been delivered by the governing body, which in the past were never prevalent.

A strategy for the small-sided game in the state was released late last year, which has gone a long way to uniting the Queensland futsal community.

“We released our futsal strategy not that long ago, and now we are quite ambitious in our efforts to promote and grow the game,” Cavallucci said.

“We are absolutely investing in the right places to try and bring futsal to life and intend to heavily promote it as much as we can. It’s that fast, active, intense social product of our game, where there is a whole market for it in itself.”

Another market which continues to grow at a rapid pace is women’s football and with games to be played in Queensland at a home Women’s World Cup in 2023, Cavallucci sees huge potential for the tournament to instigate generational change.

“It’s the ultimate opportunity,” he said.

“There’s strong ambitions to have 50/50 participation by 2025. It’s an incredible ambition and target to get to, but that’s ultimately where we want to be and we will strive to deliver that.

“The opportunity for our game with having more women involved, more women in leadership positions, more women as referees and coaches, our game is ready to embrace these changes and the direction we are heading in.”

Cavallucci believes the game in Queensland will reap the rewards of the World Cup in the future, through a tangible lasting legacy.

“We will certainly benefit from it,” he said.

We launched our women’s football strategy a couple months ago at parliament, which was all about unlocking the infrastructure legacy of the Women’s World Cup.

“Whether it’s a centre of women’s football, whether it’s female friendly facilities or changerooms, it’s critical for accommodating the growth we are experiencing as a game overall.

“It’s incumbent on all of us in leadership positions to ensure we deliver what’s best for our game.”

 

 

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Liverpool FC Teams Up with SAS in Multi-Year AI Marketing Deal

Under a new multi-year deal, Liverpool FC has partnered with analytics and software company SAS as its Official AI Marketing Automation Partner, integrating advanced data and AI technology into the club’s marketing and fan engagement activities.

As part of the agreement, Liverpool will deploy SAS Customer Intelligence 360 and SAS Viya, leveraging the platforms to enable marketing automation, campaign orchestration and data-driven decision-making across large consumer environments.

The integration of SAS technology is designed to optimise campaign operations and efficiency, while supporting deeper audience segmentation and more personalised fan engagement.

Moving beyond a typical logo-led sponsorship, the Liverpool–SAS partnership is built around technology adoption, with SAS tools woven into Liverpool’s marketing processes to influence how campaigns are created, evaluated and improved.

Chief Commercial Officer, Ben Latty highlighted the role of SAS technology in enhancing efficiency and insight across the club.

“Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools – including SAS Customer Intelligence 360 platform and SAS Viya – that will help streamline our work and support better decision-making,” he said via press release.

SAS Chief Marketing Officer, Jennifer Chase underscored how the partnership leverages data and AI to elevate the fan experience for one of football’s most passionate global audiences.

“Liverpool FC has one of the most passionate fan bases in the world, and we’re proud to help elevate that experience through the power of data and AI. With SAS technology, the club can turn massive volumes of data into meaningful, real-time insights that allow us to get the right message, to the right fan, at the right time – connecting fans from Anfield to anywhere in the world,” she said via press release.

Alongside commercial operations, the deal includes a STEM-focused education element delivered in collaboration with the LFC Foundation, reflecting a growing trend for technology partnerships to blend enterprise deployment with community impact.

Brisbane City FC to Partner with ENERGYSALES for 2026 season

Brisbane City FC have announced the Brisbane-based energy company, ENERGYSALES, as a new sponsor for the 2026 season. The partnership is reflective of the club’s commitment to building a sustainable future, with both parties valuing excellence, integrity and respect.

Local Alliances

Brisbane City FC expressed their excitement at the opportunity to partner with ENERGYSALES ahead of next year, highlighting the core values which underpin the collaboration.

“We’re excited to welcome ENERGYSALES to the City famiglia as a Bronze Sponsor in 2026,” the club said via a social media post.

“Founded in 2007 in Brisbane’s inner suburbs, they’ve grown into a respected leader built on integrity, improvement and customer-focused service.”

Given that the company have grown from the suburbs of Brisbane to now operating in most states across Australia, they embody an ambition and professionalism which could help The Azzurri in their own developments on and off the pitch.

Working with ENERGYSALES further reflects Brisbane City FC’s continued commitment to working with local companies who are equally dedicated to building a sustainable future. Previously working with Volvo Cars Brisbane North, a company which prides itself on a “people-first” approach, the club is building a solid reputation for supporting local businesses driven by safety and sustainability.

Long-Term Sustainability

“When we build, let us think that we build forever” is the mantra behind Brisbane City FC, and one which is supporting their objectives both on and off the pitch.

As The Azzurri look to continue enhancing their membership, inclusion, junior football and senior football operations, as well as continuing their community support, forging professional connections upheld by a clear Brisbane-based identity will be crucial. So after news of a collaboration with ENERGYSALES, the club’s local fanbase can anticipate exciting developments throughout next season and beyond.

Furthermore, collaborating with ENERGYSALES offers Brisbane City FC a unique opportunity on their own sustainabilty journey off the field. Supported by a team with over 30 years of experience, the company can offer expert advice in reducing consumption, finding the best prices, and achieving their clients’ renewable energy goals.

Click here to find out more information about ENERGYSALES and the services they provide.

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