Football Australia sign multi-year deal with LCI Education

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Image credit: Football Australia

Football Australia have announced a multi-year deal with LCI Education’s Australian institution, LCI Melbourne, to become the Creative Higher Education Partner of the Socceroos, Matildas and all Australian Youth National Teams.

In a collaborative endeavour, LCI Melbourne will provide the Australian football community with bespoke creative design webinars and learning opportunities.

Select LCI students will also gain hands-on industry work experience in Football Australia’s award-winning Digital Content and Marketing Teams.

Football Australia’s marketing and creative department has received several awards, including a bronze at the 2024 Cannes Lions International Festival of Creativity for the CommBank Matildas campaign, ‘Til it’s Done’ and TikTok Australia Sports Creator of the Year 2023 for the Matildas account.

The collaboration is importantly going to give students a chance to work with an elite digital marketing team and hopefully continue producing world-class media content that has levelled up the popularity of the Matildas.

The power of media and the narrative is often understated, and Football Australia is putting an emphasis on continuing to grow in that aspect across all levels and age groups in order to build a bigger audience for the game.

Football Australia CEO James Johnson explained the importance of this collaboration for the development of the football community in Australia.

“Football can play an important role in enriching the lives of our participants whether socially, physically, mentally and now educationally,” Johnson said in a statement.

“We are pleased to be stretching our partnerships to embrace new ties to the higher education sector, supporting accessible, affordable, and accelerated education pathways to a wider variety of students.

“The growth opportunities at LCI Melbourne are exciting as we work together to enhance sporting and educational outcomes. We will empower students to dream big, think differently, and turn their artistic passions into powerful forces for change, thanks to the collaboration between LCI and Football Australia’s award-winning Marketing, Digital, and Media Team.

“We look forward to working with LCI to elevate our sport even further through innovative and impactful storytelling.”

President and CEO of LCI Education, Claude Marchand, spoke on the shared values between the two parties and their focus on impacting the football community with their product.

“Being associated with such a powerful, inclusive, and representative brand in Australia is significant for a global education community like LCI Education,” Marchand added via media release.

“We strongly believe that football, with its shared values of commitment, perseverance, initiative, and teamwork, unites our learners and staff across our 12 institutions located on five continents.

“This innovative partnership between LCI Melbourne and Football Australia will undoubtedly create a lasting impact in the community, as the union between education and sport is powerful in shaping tomorrow’s leaders!”

This expansion of the sport’s partnership footprint now sees football supported by some of Australia’s biggest values-based brands including Nike, CommBank, Subway, Qantas, Coles and others.

This partnership is a smart, proactive move by Football Australia to incorporate the two parties by consolidating the link between accessible higher education and the most participated sport in the country with a goal to emphasise diversity and inclusion.

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Pignata’s OAM Signals a New Era for Football Administration

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Image Credit: Football Victoria

In the Australian sporting landscape, administrative longevity is a rare commodity. The burnout rate for executives in the A-Leagues and state federations is notoriously high. It’s driven by the unique friction between commercial imperatives and grassroots politics. Consequently, the awarding of a Medal of the Order of Australia (OAM) to Football Tasmania CEO Tony Pignata is symbolic of more than individual recognition.

Pignata joins PFA founder Brendan Schwab, former Soccer Australia CEO Ian Holmes, and Alen Stajcic on this year’s Australia Day honour roll. However, Pignata offers a distinct blueprint for the modern sports executive. His trajectory moves from the banking sector to the Football Victoria boardroom, through high-pressure A-League franchises, and finally to the developing frontier of Tasmania.

A “Turnaround” Specialist

To understand Pignata’s executive philosophy, observers must look past the A-League. The mechanics of the Victorian Soccer Federation (VSF) in the mid-2000s tell the real story. Following the sudden departure of Damien Bown in 2004, Pignata inherited an organisation in crisis. Then-Chairman Manny Galanos described the body as being “on our hands and knees financially.”

Pignata leveraged a 17-year background in legacy financial institutions including NAB, AXA Australia, and HSBC. He applied corporate discipline to a chaotic sporting balance sheet. His tenure at the VSF (now Football Victoria) restored solvency and aggressively pursued commercial assets.

Pignata’s transition to the A-League demonstrated that these fundamental business principles could scale. His tenure across three clubs showed adaptability to different market conditions. Yet, his legacy remains inextricably linked to a singular, market-shifting transaction: the signing of Alessandro Del Piero.

In 2012, the A-League faced a relevance crisis. At its helm, Pignata executed a high-risk strategy that fundamentally altered the competition’s valuation. The Del Piero acquisition proved the league’s capacity to attract global brand equity. Pignata demonstrated that commercial viability requires bold capital investment backed by operational stability.

Bridging the “Old Soccer” Divide

Crucially, the OAM citation acknowledges a contribution that bridges the often-toxic divide between the “old soccer” NPL system and the “new football” professional era. Pignata is not a corporate outsider. His journey began as a junior at Salesian College and a player for Westall Inter and Box Hill Inter. He featured in the Reserves as the club ascended to the Premier League.

This “proximal” relationship with the grassroots gave him a unique license to operate. Long before the ubiquity of social media, Pignata engaged directly with stakeholders on public fan forums. He understood the importance of monitoring the digital pulse of its supporters when most administrators relied on press releases.

His unique ability to speak the language of both volunteer committee and corporate board drove organisational reforms in Victoria. He oversaw the rebranding to Football Federation Victoria and streamlined the V-League Academy by recruiting Eric Hollingsworth. His move to admit the Australian Institute of Sport (AIS) into the Premier League ensured elite youth talent had a vehicle for competitive match minutes. He prioritised technical development over short-term club politics.

The Tasmanian Mandate

Now 61, Pignata shows no signs of slowing down. His move to Football Tasmania in September 2023 signals a shift in the state’s ambition. Tasmania currently sits at a critical juncture, aggressively lobbying for A-League expansion and the requisite stadium infrastructure.

By appointing Pignata, Football Tasmania signalled to government partners that they are operationally ready for professionalisation. His presence de-risks the expansion proposition. He knows what a viable A-League licence looks like because he’s ran three of them.

His current focus on “high-performance pathways” addresses the state’s most pressing structural deficit: the talent drain to the mainland. Pignata’s mandate is to build an ecosystem where a Tasmanian junior sees a clear line of sight to professional football without leaving the state.

Ultimately, the OAM recognises a career defined by resilience and ROI. Pignata navigated the transition from the semi-pro era to the corporate demands of the A-League. He consistently delivered commercial growth and organisational stability.

“Football is more than a sport… it is a community, a pathway and a powerful connector,” Pignata said upon receiving the honour.

For the industry, Tony Pignata’s OAM is a benchmark. It rewards the “business of winning” off the pitch just as highly as the results on it. As he steers Football Tasmania toward a potential A-League future, the industry watches with interest. The “Pignata Effect” may yet deliver one final, historic expansion victory.

Updated Announcement: NPL Partnerships revealed last week

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Read here for a list of the newly-announced partnerships across NPL clubs last week.

 

NPL VIC:

George Cross FC: 

Talent Blue – Providing tailored staffing and recruitment solutions across manufacturing, construction, mining and resources, infrastructure, maintenance and shutdowns. 

 

NPL Queensland:

Gold Coast United:

P3 Recovery – A leading recovery and wellbeing specialist in Australia, P3 Recovery helps its clients stay healthy through treatments such as traditional and infrared saunas, red light therapy and cold plunges. 

Brisbane City:

Suna – Suna Shoes is a family-owned business based in Queensland with over 42 years of experience. They are dedicated to delivering style and innovation through a variety of products.

NPL South Australia:

Campbelltown City:

Macron Adelaide – Adelaide’s exclusive Macron distributor. Macron is a European company operating in technical products, sportswear and accessories for athletes and societies. 

Olympic Industries – Established in 1969, Olympic Industries is a family-run business based in Adelaide. They offer services designing and constructing a variety of buildings, from small sheds to large industrial buildings.

Amadio Wines – Award winning winemakers with a 90-year history. They are located in the northern vineyards of Adelaide, and boast a 320-acre vineyard which helps produce an array of excellent wines. 

Bianco Hire – With over 44 years of experience, Bianco Hire provides an extensive range of portable buildings, toilets, storage containers and temporary fencing options across SA. 

LJ Hooker – One of the largest residential and commercial real estate and sales management services in Australia and New Zealand. Trusted part of the community since 1928.

Solmech – Solmech is a leader in consulting and Utility Infrastructure. They provide services across renewable energy, construction, electrical, water and gas. 

Northpoint Toyota – For several years, Northpoint Toyota has helped the community by providing new vehicle sales, used vehicle sales, finance and servicing help, and genuine parts. 

Rezz Hotel – Established in 1858, Rezz Hotel is a long-trusted part of the community providing excellent stays for customers. It can accommodate entertainment purposes through its gaming lounge, as well as business pods and functions.

 

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