EFL and Kellogg’s agree to five-year deal

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EFL and Kellogg's
Image via EFL Communications

Kellogg’s, one of the UK’s most popular cereal companies, has joined the English Football League (EFL) and EFL Trust as an Official Partner. 

Football and cereal are part of millions of people’s daily lives in England and Wales, so the EFL and the EFL Trust’s network of Club Community Organisations will collaborate with multinational food manufacturing company Kellogg’s to positively impact the 72 communities where EFL clubs are located.

Kellogg’s will have a presence across all three divisions and five Wembley finals, as well as working with the EFL’s charitable arm through the end of the 2027/28 season, behind popular favourites of millions of UK households such as Corn Flakes, Rice Krispies, and Coco Pops.

EFL Chief Commercial Officer Ben Wright shared his thoughts on the newly established partnership.

“The EFL is excited to be joining forces with a trusted global brand in Kellogg’s and we look forward to the impact that this partnership will deliver over the coming years, with the backing of a household name,” he stated via press release.

“With growing attendances, bigger audiences and an enhanced sponsorship portfolio, the EFL’s popularity is clear. Eighty per cent of the population live within 15 miles of an EFL Club and millions of fans come through the turnstiles every month, meaning the League has the ability to forge strong connections with families on a nationwide scale.”

EFL Trust Chief Executive Officer Cathy Abraham outlined the long-term impacts, adding via press release:

“Between the EFL Trust’s vision and Kellogg’s ambition around the roles we play in our communities, we are perfectly aligned to create a significant and positive impact. Together, we will be a force for good and we will create positive moments for our communities for years to come.”

Kellogg’s UK Managing Director Chris Silcock concluded via media release:

“It’s been our great privilege to be part of British life for more than one hundred years, so it’s only right we should be joining up with another iconic institution like the EFL. Both Kellogg’s and the EFL are brands at the heart of communities up and down the country and this is the start of a great partnership.”

Established in 2008, the EFL Trust is the charitable arm of the EFL and uses the power of sport to improve people’s lives and make a positive contribution to communities across the country. It advises, supports, represents and resources the network of EFL Club Community Organisations.

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South Melbourne Hellas Strengthens Its Future with Three Key Board Appointments

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Image Credit: South Melbourne FC
South Melbourne Hellas has taken another significant step in shaping its future, announcing the appointment of three highly accomplished professionals to its Board of Directors as the club continues to strengthen its leadership both on and off the field.

The Hon. Philip Dalidakis, John Karantzis and Associate Professor Marinis Pirpiris join the club at an important stage, bringing expertise across government, law, healthcare and corporate governance as South Melbourne continues to pursue its long-term ambitions.

Few football clubs in Australia can match South Melbourne’s proud history, but the club’s focus is firmly on the future. The latest appointments reflect a deliberate commitment to building a Board with the experience and strategic capability required to support sustained growth and success.

Dalidakis brings extensive experience across government, business and public policy. A former Victorian Cabinet Minister and C-suite executive, he is the Managing Partner of Orizontas and currently represents Australia on the APEC Business Advisory Council. He also holds board positions across the life sciences, defence and social impact sectors, and has chaired audit and risk committees across a range of organisations.

Karantzis is a Partner and Head of Personal Injury Law and Litigation at Carbone Lawyers, with more than 28 years of experience. Accredited as a Specialist in Personal Injury Law by the Law Institute of Victoria, he has also been recognised by Doyle’s Guide as one of Victoria’s leading plaintiff lawyers and litigators.

Pirpiris is an internationally recognised orthopaedic surgeon, academic and healthcare leader. A consultant surgeon at Epworth and Cabrini Hospitals, he specialises in robotic hip and knee replacement, arthritis management and sports injury care, and is a Fellow of both the Royal Australasian College of Surgeons and the Australian Orthopaedic Association.

Co-Presidents Bill Papastergiadis and Andrew Mesourouni said the appointments were about more than adding credentials to the Board.
“Philip, Marinis and John are exactly the kind of people South Melbourne Hellas needs at Board level right now,” they said.
“Each brings exceptional expertise in their respective fields, but just as importantly, they understand what this club represents. Their connection to South Melbourne’s values, history and community makes them a natural fit as we continue building for the future.”

The appointments form part of an ongoing renewal of the club’s leadership, reinforcing South Melbourne’s commitment to strong governance as it builds on its proud football tradition.

ParaMatilda to headline Frankston Pines’ new cerebral palsy program

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Image Credit: Football Victoria

A ParaMatilda will appear at Frankston Pines Soccer Club on Saturday as the club launches Victoria’s newest cerebral palsy football program during Football Victoria’s first dedicated Para Engagement Round.

The event, part of Round 7 of the All Abilities League Junior & Youth divisions, runs at Monterey Reserve, Monterey Boulevard, Frankston North. Children and young people with cerebral palsy, acquired brain injury or stroke-related symptoms can register for come-and-try sessions and meet current para athletes.

The ParaMatildas are the reigning world champions after winning the 2024 IFCPF Women’s World Cup. The victory made them the first Australian national football side to win a World Cup at any level. Goalkeeper and captain Katelyn Smith scored a hat-trick in the 6-2 final win over the United States.

The round coincides with Frankston Pines’ official launch of its new cerebral palsy football program. The club has organised a day including a Beyond the Limits cerebral palsy football showcase, community market stalls, face painting, a colouring competition, a jumping castle, fairy floss and a free sausage sizzle.

The event also raises awareness of Football Victoria’s upcoming Para Pathways Clinics, which will provide children and young people with neurological conditions an opportunity to explore the para football pathway. Further details about the clinics will be released soon.

The engagement round builds on the growth of Victoria’s All Abilities League, which has expanded from a single division in 2017 to 20 teams across four divisions representing 12 clubs this season.

Football Victoria launched its Disability Football Framework in December 2025, a strategic initiative to strengthen the delivery of disability football programs across the state. The Framework sets direction for FV’s work, guiding the development of new resources, guidance and minimum standards that clubs can use in the future.

FV All Abilities & Inclusion Programs Coordinator Selin Arpaci, named Administrator of the Year at the 2025 Victorian Disability Sport & Recreation Awards, said the framework marked a shift from ad hoc delivery to a structured approach.

“We’re no longer doing things just because they’ve always been done that way,” Arpaci said. “Our approach is now intentional, structured, and genuinely supportive for players, clubs and the community”.

Access remains a focus. The 2024-25 Regional All Abilities Participation Grants, funded by the Victorian Government, have supported clubs including Mitchell Rangers, Traralgon Olympians and Phillip Island Soccer Club to establish or expand all abilities programs.

Football Victoria has also partnered with Powerchair Sports Victoria to strengthen pathways for people with disabilities, while monthly women and girls cerebral palsy football sessions now run at The Home of the Matildas.

Frankston Pines has been a regular participant in the All Abilities League, with its inclusive program providing opportunities for people with physical, psychosocial or intellectual disabilities to participate in a supportive environment.

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