Central Coast Mariners land AirAsia as the major partner for 2023/24 AFC Cup campaign

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AirAsia and Central Coast Mariners
Image credit: AirAsia

The Central Coast Mariners have announced that AirAsia have signed on as a major partner for the club’s historic AFC Cup campaign in 2023/24, the first time the Mariners have been in an Asian competition since 2014.

The partnership connects the two entities with AirAsia preparing to be involved in various initiatives aimed at promoting effortless travel and access throughout Asia within the Central Coast community.

AirAsia, the world’s best low-cost airline, is renowned for its commitment to affordable travel, exceptional service, and connecting people across the region to over 150 destinations.

The AirAsia Group has transformed over recent times to become more than just an airline with over 10 travel and lifestyle digital services including flights, accommodation, ride hailing, and deliveries.

It is hardly a surprise to see AirAsia eventually collaborate with a football club in the A-League Men competition, with their commitment to supporting sports and community in Australia and New Zealand being pretty well-documented in recent years.

This will mean great international travel for the local community towards Asian countries as the club look to attract as many fans to these group stages matches as possible, which have been earned through a fantastic 22/23 A-League Men’s campaign.

In the group, fans can potentially travel to Malaysia (Terengganu FC), the Philippines (Stallions) or Indonesia (Bali United) as the club embarks on history.

Central Coast Mariners’ CEO Shaun Mielekamp explained the impact this partnership was going to have on the club.

“We are delighted to welcome AirAsia on board as our major partner for the AFC Cup campaign. Their reputation as a dynamic and forward-thinking company aligns perfectly with our vision for success on the international stage,” he said in a club press release.

“With their support, we are confident that we can make a strong impact in the AFC Cup. After the success of winning the A-League Championship in 2023, part of our strategy is attracting global brands whilst still remaining connected to our community.”

AirAsia brand co. Chief Executive Officer Rudy Khaw explained how there was a fantastic congruency between the two parties.

“We are proud to partner with the 2023 A-League leaders in their journey through the AFC Cup,” Khaw added via media release.

“Football has the unique power to bring people together, regardless of borders, and we believe this partnership will not only elevate the Mariners but also inspire fans and communities across the region to be part of the action, thanks to our great value fares which enable everyone to travel.

“We look forward to an exciting and successful campaign together and to taking the team to new heights.“

The collaboration signifies a joint goal in promoting Australian football to Asia as well as the Mariners trying to ensure a lasting impact both nationally and regionally in Asia. The service provided by AirAsia will play a huge role in the team’s success and is a fantastic partnership selection by the Gosford-based club.

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Juventus FC confirms 2025/26 Jeep & Visit Detroit shirt deal

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Image Credit: Juventus FC website

Juventus FC has unveiled a landmark dual front-of-shirt sponsorship deal for the 2025/2026 season, with both jeep and Visit Detroit set to appear a co-branded collaborators across the club’s men’s, women’s, and Next Gen sides. The announcement marks a first for Serie A and European football, as a destination marketing organisation (DMO) joins a top-tier club’s shirt sponsorship.

The agreement builds on Jeep’s long-standing connection with Juventus, dating back to 2012, while welcoming Visit Detroit — the world’s first convention and visitors bureau — in a bold move to merge global tourism promotion with elite football.

Shared Shirt Real Estate, Expanded Global Reach

Under the agreement:

  • Jeep and Visit Detroit will co-feature on the front of Juventus’ domestic kits
  • Jeep retains sole front-of-shirt rights for international fixtures

The co-branding strategy reflects a broader shift in club commercial models, as Juventus looks to diversify revenue streams, grow its global footprint, and strengthen ties to the North American market.

Breaking New Ground in Tourism & Sport

While tourism boards have collaborated with clubs before, this is the first time a CVB has secured front-of-shirt branding at this level — signalling the rise of cross-industry partnerships blending travel, sport, and city branding.

The deal also aligns with Juventus’ push to build deeper connections in the U.S., where Serie A’s popularity continues to climb.

A Shared Focus on Innovation and Reach

All three parties — Juventus, Jeep, and Visit Detroit — say the collaboration is grounded in shared values: innovation, community, and global ambition. Jeep brings legacy and loyalty, while Visit Detroit represents a fresh, lifestyle-led approach to brand engagement.

Both brands will benefit from:

  • Widespread global exposure across multiple teams
  • Integrated marketing and activation opportunities
  • Hospitality and fan engagement initiatives in Italy and abroad

A Sign of Things to Come

Juventus’ new sponsorship model reflects broader commercial trends in football: dual-brand kits, destination marketing, and increased U.S. market integration. The agreement could set the stage for similar deals, especially among clubs seeking to balance heritage brands with emerging categories like tourism and experiential branding.

‘Football For Good’ partnership launched by PFA and Juan Mata’s ‘Common Goal’

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'Football For Good' partnership launched by PFA and Juan Mata's 'Common Goal'
Credit: Professional Footballers Australia (PFA)

Professional Footballers Australia (PFA) has announced a partnership with Juan Mata’s ‘Common Goal’, which aims grow and support the ‘Football For Good’ community in Australia.

This collaboration is the first of its kind between Common Goal and a players’ association, and it aims to tap into football’s potential to create real social impact—both in Australia and around the world.

The partnership was officially launched at a media event in Sydney on last Tuesday afternoon.

As part of the agreement, PFA and Common Goal will work together to:

  • Raise awareness about the Football For Good community among socially conscious and community-focused Australian footballers;
  • Host ‘Football For Good’ events and fundraising campaigns; and
  • Use the PFA’s Footballers’ Trust to help identify and support community projects that players can contribute to.

Australian footballers will also be encouraged to get involved by pledging 1% of their football earnings to Common Goal, or by donating any amount to causes they care deeply about.

All contributions will go toward supporting PFA-accredited grassroots and community-led organisations that use football to create positive social change.

These include:

  • Australian Blind Football
  • Football Empowerment
  • Football Futures
  • Football United (Creating Chances)
  • Heartbeat of Football
  • John Moriarty Football
  • One Ball
  • PlayrProject
  • Pride Cup
  • Reflect Forward
  • Transplant Australia Football Club

 

Western Sydney Wanderers midfielder Juan Mata, who co-founded Common Goal in 2017, was on hand to help launch the partnership and share the message of using football as a force for good.

“Australia has a passionate football culture and has an incredible opportunity to lead with purpose,” Mata said in a press release

“Through this partnership with the PFA, we want to inspire Australian players to see how they can use their platform to make a meaningful difference in their communities and beyond.”

Common Goal Advisory Co-Chair and founder of Football United, Anne Bunde-Birouste highlighted the importance of the partnership.

“Professional player engagement is paramount to supporting our work with children and young people for the inspiration they bring,” Bunde-Birouste said in a press release.

“This world-first collaboration will greatly enable Australian players to get involved with football for good organisations, helping us help our communities through the magic of football.”

A growing number of Australian footballers have already joined Common Goal, including Alex Brosque, Caitlin Foord, Aivi Luik, Angela Beard, Winonah Heatley, Izzy Dalton, Libby Copus-Brown, and Alex Chidiac.

Here in Australia, the initiative is backed by the PFA’s Footballers’ Trust, which gives players a way to donate a portion of their football earnings to causes they care about.

Since launching in 2019, the Trust has helped direct $500,000 in player contributions to 24 different charities, human rights groups, inclusion initiatives, and football-based programs both locally and overseas.

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