Excitement builds as ‘biggest ever’ Shepparton Cup returns this weekend

Avatar
Image: Australian Football Skool

Victoria’s biggest junior football tournament kicks off this weekend, with thousands of players getting ready to lace up their boots for the Shepparton Cup.

This year’s edition of the tournament will see 312 teams participate in the competition, with matches to be played between Friday 25th October – Sunday 27th October.

Over 4000 boys and girls are expected to play across the 3-day event, with players ranging between the age groups of under 7s – under 18s.

“They are coming from all corners,” Australian Football Skool (AFS) Director Rolando Navas told Soccerscene, who’s organisation is in charge of running the Shepparton Cup.

“The majority (of players) are from Victoria, regional and metro, but we’ve also got teams from New South Wales, Queensland, Tasmania and New Zealand, which we are definitely excited about.”

The tournament was introduced in 2007 and has been in operation in most years since then, but due to the COVID pandemic and floods in recent times, the tournament returned last year after a 3-year hiatus.

Last year’s event had 221 teams register, with numbers dramatically increasing for this year’s version of the tournament.

“The biggest participation we had was having 287 clubs compete one year prior to COVID, so with 312 teams this year, it’s the biggest junior competition ever in Victoria to my knowledge.”

Over 12,000 visitors are expected in Shepparton and the neighbouring towns across the weekend, in what is a huge economic boost to local tourism in the area.

“Obviously there are a lot of visitors, which is great,” Navas said.

“People stay overnight (sometimes longer), and spend their money in town – not on just restaurants, petrol, groceries, they visit the local precents as well of course.

“It’s not just for Shepparton (there’s only 3000 beds to stay in the city), the other surrounding areas benefit as well.

“The clubs in the region there cater, local food traders get involved as well, so overall it’s a great boost.”

On the field, play begins on Friday night with 16 games scheduled – with the remaining 759 matches to be played across Saturday and Sunday at the Shepparton Sports Precinct and Mooroopna Recreation Reserve.

“From the football side of things, a lot of these kids have had a long season so it’s sort of a culmination of putting into practice what they’ve been training and learning throughout the season,” Navas said.

“It puts them in a different environment where there’s a lot of games, high pressure, competitive yet a lot of sportsmanship shown and it’s a unique experience.”

There have been a number of high-profile players who have appeared at the tournament over the years, going on to play professionally in leagues around the world.

“We’ve been quite lucky to have some really good players that have played in the tournament, who have gone on to become professionals and represent their country at the highest level,” Navas said.

Players such as Garang Kuol, Ajdin Hrustic, Nishan Velupillay and most recently Luke Brooke-Smith – are just some of the well-known players that have played matches at the Shepparton Cup in previous iterations.

Some matches of the competition will be live streamed on the tournament’s dedicated mobile app over the weekend, thanks to AFS’ partnership with YourSportLive. Other partnerships organised for the tournament include agreements with McDonalds, Kelme, Sports Centre, Ultra Football and many more organisations.

“Travel4football is also our travel partner for the tournament, they are organising the travel for 6 teams from New Zealand and a couple of teams form Tasmanina – which is exciting,” Navas said.

Outside of the matches to be played – there will be plenty of live music and entertainment on offer, an interactive fun zone, food trucks, and special guests expected from the large football community.

Greater Shepparton City Council Mayor, Councillor Shane Sali, expressed his enthusiasm for the football extravaganza.

“Greater Shepparton has had the pleasure of hosting the Shepparton Cup for a number of years…our local clubs are excited for the great opportunity to be involved with some of the key event operations, using this experience to invest back into their facilities and sporting groups,” he stated.

The Shepparton Cup is set to be a huge event for the region, with hopes of continual growth year-on-year.

Speaking on the event overall, Navas stated: “It’s a very social thing for players and parents, they get to have barbecues, hang out and watch other kids play – it really is a big celebration for the end of season.

“It is an important day on the football calendar and we want everyone to have a positive experience.”

Previous ArticleNext Article

SBS confirms exclusive Australian rights to 2030 FIFA World Cup

Avatar
Editorial credit: kovop

SBS has officially secured the exclusive Australian broadcast rights to the 2030 FIFA World Cup, meaning Australians will again be able to watch all 104 matches of the tournament live and free. The network will carry the tournament across television, video and radio and, as with 2026, all games will be streamed via SBS On Demand. 

The agreement was confirmed on 1 September, and will see the long-running partnership between the broadcaster and FIFA extend to 44 years. SBS first broadcast the World Cup 1986, when Argentina won the tournament in Mexico.

SBS Managing Director Jane Palfreyman said the World Cup remained central to the broadcaster’s role in Australian football, bringing Australians together across cultures, languages and communities.

The new deal follows a strong 2026 edition. More than 18 million Australians watched the coverage, while SBS also recorded more than 209 million hours of consumption across its World Cup content. Approximately 55 per cent of this consumption came via digital platforms. SBS offered full matches alongside shorter ‘mini match’ recaps through SBS On Demand.

First reporting that SBS and FIFA had extended their partnership emerged in July, although had remained unconfirmed until this point.

The latest announcement confirms that reporting. The earlier report also highlighted the importance of the deal for Australian football fans. SBS would retain a free-to-air pathway to every World Cup match. The deal also gives certainty around one of the biggest sporting properties in the world. This is particularly relevant as FIFA and its president Gianni Infantino come under increased pressure.

The 2022 edition saw FIFA increase its valuation over broadcast rights, with key markets such as China having a price tag of $349 million ($250 million USD) from the governing body. For Australian football, the significance goes beyond the tournament itself.

The World Cup remains one of the sport’s biggest drivers of mainstream attention. Keeping every match live and free gives Australian fans continued access to the competition without a subscription barrier.

Europe Is Packing Out Stadiums – Is Australia Missing the Bigger Picture?

Avatar
Image credit: Maciej Rogowski

More than 60 million fans attended matches across Europe’s five major domestic leagues during the 2025/26 season, with average attendances rising 2.4 per cent to 34,402 spectators per game.

On the surface, the figures paint a picture of a healthy ecosystem. Stadiums are fuller than ever, supporters continue to attend in large numbers and live football remains one of the most compelling entertainment products in the world.

But headline crowd figures only tell part of the story.

The more revealing measure is stadium utilisation how much of a venue’s capacity is actually being filled and the structural factors influencing those numbers.

For clubs, higher attendances don’t simply mean more ticket sales. Every additional supporter creates revenue opportunities across hospitality, food and beverage, merchandise and memberships. Modern stadiums are increasingly designed to maximise revenue per visitor, making infrastructure investment as much a commercial decision as a football one.

Attendance growth needs context

In Germany, the Bundesliga reclaimed its position as Europe’s best-attended league, averaging more than 42,300 spectators per match following a 9.4 per cent increase on last year’s figures.

However, much of that growth was driven by the return of traditional powerhouses Hamburger SV and 1. FC Köln. Both clubs continued to attract crowds of more than 50,000 despite spending recent seasons in the second division.

Their promotion didn’t suddenly create new supporters.

It returned two of German football’s biggest fan bases to the top flight, demonstrating how promotion and relegation can significantly influence league-wide attendance trends.

Everton shows how new stadiums can unlock demand

While the Premier League recorded another increase in average attendance, much of that growth can be traced to Everton’s move into the new Hill Dickinson Stadium. The larger venue added almost 13,000 spectators per home match compared with Goodison Park, accounting for more than half of the league’s overall attendance growth during the season.

Rather than generating new demand, the project unlocked demand that already existed.

That distinction matters.

Attendance should be viewed alongside stadium utilisation because many clubs have effectively reached capacity.

A stadium averaging 98 per cent capacity tells a very different story to one averaging 60 per cent, even if the latter attracts more spectators overall.

High utilisation suggests strong demand, pricing power and a compelling matchday experience, while lower utilisation can indicate untapped potential or a venue unfit for its market.

Capacity is becoming a strategic issue

In competitions where grounds are regularly close to full, future growth will depend less on attracting new supporters and more on expanding or redeveloping stadiums.

Elsewhere, the opportunity lies in making better use of existing capacity.

Spain illustrates how infrastructure can also temporarily suppress attendances. Barcelona’s continued absence from the Spotify Camp Nou during its redevelopment has limited crowd numbers despite strong demand.

Real Madrid’s renovated Santiago Bernabéu, meanwhile, demonstrates how modern stadium investment can increase not only capacity but also commercial revenue through premium hospitality.

League structures also shape attendance trends

Ligue 1’s growth over recent seasons has coincided with its reduction from 20 clubs to 18, concentrating a greater number of well-supported clubs within the competition and lifting average attendances as a result.

Stadium investment, league composition, promotion and relegation, and long-term supporter culture all play a role.

Taken together, the figures suggest that attendance growth is rarely driven by a single factor.

The lesson for Australian football

Crowd figures are often viewed as the primary indicator of a league’s health, but European football demonstrates that context matters just as much as the headline number.

The recent Australia Cup fixture between South Melbourne and Preston Lions provides a good local example. While the official attendance was 6,673, the packed grandstands, active supporter groups and television presentation created an atmosphere that felt far larger than the raw figure suggested.

It was a reminder that fan engagement, venue utilisation and matchday experience can often say more about the health of a competition than attendance alone.

A sold-out 15,000-seat stadium may indicate stronger demand than a half-full 30,000-seat venue, while investment in infrastructure can unlock thousands of additional supporters without changing underlying interest in the game itself.

As clubs continue to invest in new stadiums and redevelop existing venues, attendance should increasingly be measured not simply by how many people are watching, but by how effectively football is meeting supporter demand.

The crowds may be rising, but the real story is why.

Most Popular Topics

Editor Picks

Send this to a friend