Football South Australia confirms new Major Partner

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Image credit: Football South Australia

Football South Australia has confirmed a new major partnership with HPG Homes (Hot Property Group), marking the start of a meaningful relationship that’s expected to grow into a long-term support of football throughout South Australia.

HPG Homes, a division of Hot Property Group, is a multi-award-winning home builder based in South Australia, known for turning visions into reality.

Whether it’s your first home or a custom design, HPG Homes specialises in Fixed Price and Turn Key projects, ensuring your dreams are brought to life.

With a strong focus on trust, quality, and innovation, HPG Homes has gained widespread recognition and loyalty from families across the region.

This collaboration reflects a shared dedication to community, development, and the proud values that define South Australia, reinforcing HPG Homes’ commitment to delivering exceptional homes and contributing to the local community.

CEO of Football South Australia Michael Carter expressed his excitement about the new alliance.

“We are incredibly excited to welcome HPG Homes into the Football SA family,” said Mr Carter in a press release.

“This partnership brings together two proud local organisations that believe in building strong foundations—whether that’s through homes or through sport.

“We look forward to working closely with HPG Homes to make a lasting impact across our football community.”

Director of Sales, Marketing & Developments for HPG Homes, Stuart Zyhajlo, spoke about the importance of the agreement with Football SA.

“Partnering with Football South Australia is a natural fit for HPG Homes,” said Mr Zyhajlo in a press release.

“We are passionate about investing in this great state and supporting initiatives that bring people together.

“Football is at the heart of so many communities, and we’re proud to align with an organisation that shares our values of connection, excellence, and opportunity.”

Through its arrangement with Football SA, HPG Homes will become the naming rights sponsor of the HPG Homes State League 1 and 2 competitions.

This investment will help elevate the status of the senior men’s semi-professional leagues in South Australia.

Football South Australia and HPG Homes will work together to support grassroots development, empower young players and their families, and help build upon a flourishing football culture across the state.

To learn more about HPG Homes or to get in touch, click here.

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Liverpool FC Teams Up with SAS in Multi-Year AI Marketing Deal

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Image credit: Christian Bertrand / Shutterstock.com

Under a new multi-year deal, Liverpool FC has partnered with analytics and software company SAS as its Official AI Marketing Automation Partner, integrating advanced data and AI technology into the club’s marketing and fan engagement activities.

As part of the agreement, Liverpool will deploy SAS Customer Intelligence 360 and SAS Viya, leveraging the platforms to enable marketing automation, campaign orchestration and data-driven decision-making across large consumer environments.

The integration of SAS technology is designed to optimise campaign operations and efficiency, while supporting deeper audience segmentation and more personalised fan engagement.

Moving beyond a typical logo-led sponsorship, the Liverpool–SAS partnership is built around technology adoption, with SAS tools woven into Liverpool’s marketing processes to influence how campaigns are created, evaluated and improved.

Chief Commercial Officer, Ben Latty highlighted the role of SAS technology in enhancing efficiency and insight across the club.

“Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools – including SAS Customer Intelligence 360 platform and SAS Viya – that will help streamline our work and support better decision-making,” he said via press release.

SAS Chief Marketing Officer, Jennifer Chase underscored how the partnership leverages data and AI to elevate the fan experience for one of football’s most passionate global audiences.

“Liverpool FC has one of the most passionate fan bases in the world, and we’re proud to help elevate that experience through the power of data and AI. With SAS technology, the club can turn massive volumes of data into meaningful, real-time insights that allow us to get the right message, to the right fan, at the right time – connecting fans from Anfield to anywhere in the world,” she said via press release.

Alongside commercial operations, the deal includes a STEM-focused education element delivered in collaboration with the LFC Foundation, reflecting a growing trend for technology partnerships to blend enterprise deployment with community impact.

TX Football Forges a Deal with Springvale White Eagles FC

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Supplied by TX Football

Springvale White Eagles FC has confirmed a new apparel partnership ahead of the 2026 season, appointing Tradexco Football (TX) as the club’s official clothing sponsor.

The agreement follows an extensive evaluation process focused on design capability, communication efficiency and service delivery, all key factors in supporting the club’s on and off-field operations. Emphasising collaboration and responsiveness, the collaboration is expected to streamline the kit development process while delivering high-quality apparel aligned with the club’s identity.

Springvale White Eagles FC Secretary, Drazen Ninkovic highlighted Tradexco’s design capability, efficiency and collaborative approach as key drivers behind the agreement.

“Springvale White Eagles FC selected Tradexco (TX) as our clothing sponsor for the 2026 season due to their innovative approach to kit and apparel design and their highly efficient communication process. The absence of intermediaries allowed for direct collaboration, ensuring prompt correspondence and the seamless translation of the club’s ideas into final designs approved for production without delay,” he said via press release.

“The level of customer service provided by the Tradexco team has been exceptional, and we look forward to this partnership developing into a strong, long-term collaboration.”

Supplied by TX Football

Tradexco Founder and CEO, Shah Ali Rajput highlighted the milestone nature of the agreement and the brand’s commitment to delivering value, quality and long-term support at the VPL level.

“We are extremely proud to be working with a VPL club of Springvale White Eagles’ calibre. As our first men’s VPL competition club, this partnership is a significant milestone for us. From day one, our focus has been clear — delivering high-quality teamwear, on time, and at genuine value for the club,” he said via press release.

“This partnership allows us, as a local Victorian brand, to showcase to the VPL league the level of quality, professionalism, and reliability that exists within the local football ecosystem. We will be going above and beyond to deliver the very best on-field and off-field products, supporting Springvale White Eagles at every level and contributing to their continued success.”

This agreement supports Tradexco’s continued commercial expansion, reinforcing its credibility as a high-performance apparel supplier and enhancing its ability to service clubs operating at the highest state-league standards.

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