Football Australia and Nike invest for new decade

Liam Watson
Football Australia and Nike partnership extension 2023
Image credit: Rachal Bach

Football Australia and Nike have confirmed a 10-year contract extension that will carry their partnership forward into a third decade.

This deal is already the longest of Nike’s federation club partnerships in Australia, with the well-known brand a staple of Football Australia’s desire for male and female football support at all levels of the game.

Football Australia’s elite national teams, grassroots participation, inclusivity programs, and its Legacy ’23 strategy will also continue to be strengthened.

Nike’s investment will contribute towards Football Australia’s Legacy ’23 initiative – harnessing the growth of women’s football to deliver enduring benefits for Australia’s largest community sport beyond 2023, including becoming the first community sport to reach gender parity in participation.

“This is a pivotal moment for Australian football. This extended partnership with Nike not only solidifies their commitment to our national teams, but it also provides significant resources for the growth of grassroots football, our ambitious Legacy ’23 plan and the strategic building of our national iconic brands,” Football Australia CEO James Johnson stated via media release.

“Our partnership with Nike has been transformative, and this extension represents a strong endorsement for Football Australia and the growth of football at all levels across the nation.

“We are proud to be part of Nike’s Global Football strategy, and this partnership extension signifies the strength and continued elevation of Australian football on the international stage.”

Nike also remains as the official apparel partner for all Australian national teams, including the Subway Socceroos, CommBank Matildas, Junior, and Youth men’s and women’s squads, as well as the CommBank Pararoos, and CommBank ParaMatildas.

“In the past two decades we’ve seen football in Australia grow to incredible heights and this year achieve sold out stadiums and record-breaking jersey sales,” Nike Pacific Vice President and General Manager, Ashley Reade, added in a statement:

“Nike is incredibly proud of the partnership with Football Australia to drive these outcomes.

“This year’s major tournament was a generational tipping point and, on every level, Nike continues to find ways to innovate, inspire and enable the future of athletes through football.

“This announcement represents our local commitment to the world game, to foster even stronger opportunities for gender equity from grassroots to the elite game. We believe in the vision of Football Australia and look forward to playing our part in the sport’s continued growth.”

Steph Catley is hugely involved with both organisations, not only as Nike athlete but as vice-captain of the Matildas.

“Not only does Nike’s innovative high-performance gear allow us to perform our best on the field, but their unwavering commitment to build the game, invest in us as athletes and broaden access for the next generation of players and fans plays a pivotal role in driving the sport forward,” she added via media release.

“We are thrilled to continue working with them and look forward to the exciting journey ahead.”

Football Australia and Nike will unite everyone at grassroots, before the heights of a global stage.

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Football Australia Announces Broadcasting Partnership with LIGR

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Image credit: Preston Lions FC

Football Australia has unveiled a partnership with Live Graphics Systems (LIGR) to establish a world-first centralised production and distribution model for over 3,500 matches annually across multiple competition tiers.

This ambitious undertaking is set to transform sports broadcasting efficiency whilst unlocking future commercial opportunities for Football Australia and its nine State and Territory Member Federations.

The collaboration comes as Football Australia prepares to kick off the Australian Championship this October.

In mid-2024, Football Australia began developing a new production strategy, defining requirements across multiple tiers of Australian football.

The strategy encompasses the Hahn Australia Cup, NSD and the top tier of Federation Competitions for both men and women (National Premier Leagues), Futsal and National Para-Football Championships included as well.

LIGR’s appointment followed a rigorous Request for Proposal (RFP) process, led by Football Australia in alliance with Member Federations, aimed at identifying a single partner capable of managing the complex scale.

LIGR, an Australian tech business recently acquired by European-based tech company Crionet, will provide technical and operational broadcast management, live monitoring and AI integration across Football Australia’s multi and single camera productions.

Additionally, LIGR’s world-leading streaming, graphics and highlights automation platform will enable seamless integration of key sponsors on broadcasts.

Football Australia Chief Executive Officer, James Johnson, highlighted the significance of the partnership.

“This partnership marks a defining moment in Australian football and represents a paradigm shift in the way the game is produced, distributed and commercialised both in Australia and abroad,” Johnson explained via Football Australia official press release.

“By unifying production across thousands of games and multiple tiers of competition, we are not only streamlining operations but also reshaping the future of football broadcasting in this country. This is innovation at scale.

“Through this centralised model, we are building long-term operational and cost efficiencies and can focus on building sustainable revenue streams for the connected football pyramid.”

Luke McCoy, CEO of LIGR, expressed enthusiasm about the partnership.

“At Crionet and LIGR, our mission is to disrupt the traditional sports production, streaming, and distribution landscape,” McCoy commented via Football Australia’s official press release.

“Our partnership with Football Australia and its State and Territory Member Federations represents a groundbreaking shift towards a truly aggregated model, marking a significant milestone for sports coverage in Australia.

“Our cutting-edge technology and innovative approach sets us apart, and we are excited to elevate the game, enhance fan engagement, and drive innovation across all levels of the sport.”

This multi-tier integration represents an unprecedented approach, as no other Australian rights holder has consolidated production across such a diverse range of competitions under a single centralised model.

This new centralised approach will allow the sport to optimise its production workflows and unlock new commercial opportunities in the evolving broadcast and streaming landscape.

An exciting development in increasing viewership and commercial viability for, as Football Australia’s 2024 National Participation Report confirmed, the most popular and fastest growing sport in the country.

Sydney FC and Arnotts Collaboration Enhances Team Spirit

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Sydney Arnotts
Image Credit: Sydney FC

Sydney FC have announced an impressive partnership with iconic Australian brand, Arnotts.

The collaboration will see Arnotts’ branding feature in a highly visible location on the back of the Sydney FC Men’s team shorts for the rest of the A-League 2024/25 season.

Sydney FC CEO Mark Aubrey expressed how valuable the partnership was to the Sky Blues.

“We are thrilled to bring Arnott’s on board as an official partner of Sydney FC,” he said via press release.

“This is a brilliant alignment between two recognised brands that specialise in creating moments that matter.”

We also both value the importance of a high performance, high integrity environment as well as standing for equality and diversity.

“I hope this will be the beginning of a long and trusted partnership, and we can’t wait to see where this journey takes us.”

From the collaboration, both Sydney FC and Arnotts will work on a special content series featuring the “Arnotts Moments Matter” campaign.

Arnotts Group CMO Jenni Dill highlighted how excited the organisation was for the partnership.

“This partnership builds on Arnott’s desire to support Australian’s on and off the football field with healthier and delicious lunch and snacking choices,” she said in a press release.

“Whether it’s a Vita-Weat with your favourite lunchtime toppings, or a pack of Snack Right Puffs on the way to game, we look forward to inspiring Sydney FC players and fans with more tasty and convenient ways to enjoy a snack or lunch.”

Further highlighting the importance of the brand deal, Arnotts branding will not only feature on the Sydney FC Men’s kit but will also appear on the LED screens on matchdays, presenting with Arnotts with highly desirable marketing material.

The Arnotts-Sydney FC partnership is yet another major landmark deal for the club in recent months, adding to collaborations with Guaraná Antarctica and WHEN Fertility.

 

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