Construction begins for Melbourne City’s South East Melbourne home

Following a historic inaugural A-League championship and premiership double, Melbourne City have confirmed that construction has begun on the brand-new Etihad City Football Academy Melbourne.

A formal ‘groundbreaking’ ceremony attended by senior executives and community leaders from the City of Casey, the City of Greater Dandenong, Cardinia Shire Council and Melbourne City FC formally kicked off construction at the 84-hectare sporting precinct in South East Melbourne.

The first stage of construction includes the central elite training pitch, with its 115m x 115m hybrid grass surface, due for completion by the end of 2021. The new pitch is adjacent to the site’s existing four full-sized pitches – one grass and three synthetic – which will be primarily used by the Club’s Academy teams and for City in the Community programs, as well as for City of Casey school and club programs.

Fields

The next stage of construction will see the development of Melbourne City’s new two-storey administration and high-performance building at Casey Fields, currently in detailed design phase. Construction on that phase of the facility is due to commence in the coming months, with completion estimated for mid-2022.

The Club’s Academy teams started training and playing at Casey Fields in February, while administration staff will begin working from Casey Fields next month. Melbourne City’s championship-winning A-League team and four-time Westfield W-League championship winning side commence 2021-22 pre-season training on site in August and September respectively.

Melbourne City CEO Brad Rowse and City of Casey CEO Glenn Patterson were on hand to put the first spade in the Casey Fields ground.

“This has been a momentous season for Melbourne City FC – starting with the announcement of our move to South East Melbourne and right up until last weekend’s grand final win,” Rowse said.

“Both moments are just the beginning of an exciting future for the Club, the fans, the staff, players and the wider community.

“The welcome we have received in the South East has been extraordinary, and we cannot wait to see the Etihad City Football Academy come to life. This is more than an elite training facility, it’s a home for football in South East Melbourne.”

Players training

City of Casey Chair of Administrators Ms. Noelene Duff PSM celebrated Melbourne City’s firm establishment in the South East of Melbourne.

“The commencement of construction on the City Football Academy at Casey Fields is another exciting milestone in this wonderful partnership that is developing between the City of Casey and Melbourne City Football Club,” she said.

“The December announcement of Melbourne City’s move to South East Melbourne was met with great enthusiasm in our community, and to now see signs of life in the development of the next stage of what will be a truly world class facility will only increase that level of excitement.

“The impending move of some of Australia’s best footballers, coaches and sporting administrators will be a wonderful addition to our community, providing positive role models and engagement opportunities on many levels.”

The serious waves Series Futsal have made and what it means for the sport

Football within Victoria in a broad sense is difficult to unpack from multiple angles. What is clear is the passion displayed by fanatics.

Although not a traditional form of football, it’s cousin futsal has slowly emerged as a popular indoor sport that has abundance of opportunity within Australia’s major futsal organisation, Futsal Oz.

Futsal Oz has been the manifestation of the football extraordinaire Peter Parthimos, who founded the entity in 2006. When discussing with Peter in regards to why he created Futsal Oz, he discussed how he wished to unify people, provide competitive competitions to those who played the sport, all the while providing opportunity to those who want to play on a leisurely level all the way to a professional level.

Despite having a turbulent tenure throughout the global pandemic in 2020. Futsal Oz came out of Covid-19 with a newly furbished Futsal court fit for its most talented players. The court resides in their Thomastown location. Series Futsal is currently the highest level of futsal across the country and features abundance of Australia’s most coveted football players.

Melbourne-owned Sport Recreational Wear manufacturer AKU is a proud partner, with many women’s and men’s series sides opting to use AKU as a kit sponsor. The company also designed and created kits which were featured in the monthly major event in Thomastown, combining the best players across the Series Futsal competition to represent their respective ethnicities. The event was broadcasted on FireTv, a subsidiary to American-Bulgarian Company TrillerTv, who specialise in combat and European Sport streaming. Melbourne born Commentator Michael Schiavello spearheaded the broadcast acting as executive producer.

Each Wednesday and Friday the competitions are streamed live via YouTube and its independently ran application “Wefroth”, allowing its humble yet passionate fanatics to watch each round of Series Futsal unfold.

Through the running of competitions and the opportunities it sets through broadcast, futsal is in a healthy position.

Feyenoord secure record shirt sponsorship deal with MediaMarkt

German electronics retailer MediaMarkt will become the new shirt sponsor of Dutch club Feyenoord for the 2024-25 season in a record multi-year deal.

The two parties have agreed a three-year deal – through to the conclusion of 2026-27 – believed to be worth around €20 million (AU$33.1 million) in total, according to Dutch outlet De Telegraaf.

The company will replace EuroParcs which has been featured on the front of the Eredivisie club shirts since 2021.

MediaMarkt is a German multinational chain of stores selling consumer electronics with over 1000 stores in ten countries in Europe. The company is one of the largest sellers of electronics in Europe with a total of nearly 2.1 million products sold in 2023.

MediaMarkt’s head office is in Rotterdam and the company became convinced of the collaboration after gaining insight into various data about Feyenoord that suggests large growth is imminent.

It became attractive for the company because Feyenoord has gained a greater reputation not only nationally, but also internationally through long, reasonably successful participations in the Conference League, the Europa League and also the group stages of the Champions League.

As a result of this on-field success, the MediaMarkt partnership would be the Dutch clubs most lucrative shirt sponsorship deal which follows on from a record kit supply deal signed by Feyenoord last year with Castore, a UK sportswear brand.

Feyenoord have been winning off the field as well, recording record net revenue numbers in two of the last four years, including the 2022/2023 season which amounted to €99 mil (AU$164.2 mil), a thirteen percent increase on the previous year.

In domestic shirt sales, they ranked third last season behind PSV and Ajax but are projected to overtake PSV in 2023/24 after their recent league success.

Feyenoord has a tradition of long-term contracts with main sponsors, MediaMarkt will only be the eighth big name on the shirt. More than half a century ago in 1982, the Gouden Gids was the first shirt sponsor.

This deal is proof of Feyenoord’s incredible growth on and off the pitch with their marketing and trophy successes. MediaMarkt hopes to grow further by investing in Feyenoord’s upward trajectory, located right near their main headquarters.

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