EFL and Smart Energy GB extend collaboration to benefit fans

Thomas Rowe10/07/2023 5:55 am09/07/2023

Image credit: The EFL

The English Football League (EFL) and Smart Energy GB have extended their partnership for an additional two years. This collaboration aims to assist football fans in England and Wales by providing valuable guidance on managing their energy expenses.

Since 2021, Smart Energy GB, in collaboration with the EFL and EFL Trust, has joined forces to organise a series of community-centred initiatives. These activities aim to highlight the advantages of smart meters for households.

Smart Energy GB is the not-for-profit campaign helping everyone in Britain understand the importance of smart meters and their benefits to people and the environment.

Spanning towns and cities nationwide, the partnership encompasses 72 EFL Clubs and their Club Community Organisations (CCOs), creating a robust network that offers fans a local connection while operating on a national scale. This platform serves as an avenue to educate and empower supporters on how to reduce their household finances.

EFL Chief Commercial Officer, Ben Wright, said via press release:

“EFL Clubs and CCOs support their communities seven days a week, 365 days of the year, and with Smart Energy GB focused on helping to tackle fuel poverty and making energy savings all year round, this will help, especially those who have been impacted by the cost-of-living crisis,” he said.

Phillippa Brown, Deputy Director of Special Audiences at Smart Energy GB, added via press release.

“We are pleased to announce this extension so we can continue to help support the communities our Clubs serve.”

“Working in partnership with EFL Clubs and their Club Community Organisations has been incredibly rewarding.

“This has been vital for many people looking for ways to stay on top of their finances, so we’re excited to continue this work and build on what we’ve achieved across England and Wales already.”

Through this collaboration, EFL Club Community Organisations have been able to reach out to over 840,000 people each year, using the platform of football to provide support to ordinary people.

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GIS Sydney continues to connect students with Australia’s sports industry

Oliver Van Bronswijk22/09/2026 6:00 am21/09/2026

Image Credits: Global Institute of Sport

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

Melbourne Victory partners with The Pass to expand fan experience

Lorcan Marelich21/09/2026 12:00 pm21/09/2026

Image Credit: Australian Professional Leagues

Melbourne Victory has added The Pass to its commercial portfolio, with the partnership designed to give supporters more ways to follow the club away from matchday.

The Pass becomes an ‘Associate Partner’ of Victory, while Hickens Hotel has been named the club’s ‘Official Away Game Venue Partner’. The arrangement will see the Russell Street venue host Victory watch parties and provide a dedicated gathering point for supporters during away fixtures.

The partnership also gives Victory supporters access to The Pass’ broader network of more than 200 venues around Australia, extending the relationship beyond a single location.

For Melbourne Victory, the deal forms part of a wider approach to creating commercial partnerships around the supporter experience rather than limiting sponsorship to traditional branding opportunities.

Hickens Hotel will host Victory fans for selected away matches, while The Pass will provide members with access to offers and experiences through its venue network.

The agreement also connects with Victory’s broader business community, with The Pass joining the club’s commercial network and creating potential opportunities for corporate engagement alongside its consumer-facing activity.

The partnership comes ahead of the 2026/27 A-League Men and Ninja A-League Women seasons, with Victory continuing to develop its commercial offering around both its membership base and matchday audience.

For The Pass, football provides a way to bring its network of hospitality venues into the supporter experience, giving fans a physical destination to watch matches when Victory is playing on the road.

The agreement reflects a broader trend across professional football, with clubs increasingly looking to partnerships that can provide tangible benefits to supporters while creating additional opportunities for commercial partners.