Football streaming versus the national second division – where to next?

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Online streaming continues to be a popular choice for football fans around the country, but have we been better off since these services have changed the landscape?

The EPL is exclusively on Optus Sport to stream for $15 a month whilst other Major European leagues, as well as the A-League, W-League and FFA Cup, is on Kayo Sports for $25 a month.

Telstra also offers a service for streaming Socceroos and Matildas games on the My Football Live App, as well as giving fans of the A-League, W-League and FFA Cup another alternative streaming option.

At a local NPL level, significant progress has also been made in this area.

A recent initiative was introduced this past season by NPL Victoria and other NPL associations around the country, with all senior NPL games live streamed on Facebook and YouTube. This in turn has increased the visibility of the local game and given fans the chance to stream games on familiar online platforms.

Football Victoria recently posted record audience numbers on their YouTube and Facebook streams for their Grand Final Triple Header broadcast on September 15. Some of these figures were up 32% on last year’s spectacle, highlighting the appetite for the local streaming coverage.

While the implementation has been successful, there are infinite possibilities for growth through these digital platforms.

I’m sure those who are in charge of the creation of the proposed national second division will be looking at various options to find viable streaming options which will grow the game.

Could that body invest heavily in producing a streaming service that will charge a subscription fee to fans?

Or is it more suitable to keep costs lower, give out the service for free and expand digital advertising across the board, with the associated revenue making it a viable solution?

It certainly is an interesting debate, without knowing the finer details.

Maybe NPL clubs such as South Melbourne or Heidelberg United can put the onus on themselves to find a partner to stream their games (or do it themselves), when the second division is up and running.

They may try to strike a deal similar to that of Los Angeles Football Club in the MLS. LAFC secured an agreement with YouTube TV in 2018, as not only a sponsor of the team but a streaming partner. 30 of LAFC’s 34 games are streamed on the paid subscription service in 2019, available to those in the Los Angeles area. Pre-existing media deals that have been secured by the MLS are not affected by LAFC’s deal with YouTube TV. The streaming partner does not produce the coverage of the game by itself, instead partnering with the MLS and LAFC. Content produced for the service includes pre and post-game shows and other LAFC related content.

Traditional NPL clubs could package archival footage in a similar type of setup, giving fans of the team more value for their dollar. Advertising revenue could then be generated for themselves or split with the streaming partner.

These are all possible alternatives, as it becomes increasingly hard for traditional media companies (such as FOX Sports) to shell out money for sports broadcasting rights.

If FOX Sports’ current attitude towards the A-League is any indicator, the chances of them investing in a national second division are not very high.

Sports such as Basketball have taken the hint and are seeking out other viable options.

Last week the NBL announced they are in a partnership with Facebook to live stream 52 NBL games into America. This was a significant announcement for the NBL as Facebook will pay a fee to stream the games, something that they have struggled to garner domestically from traditional media outlets.

The NBL will broadcast a number of games on ESPN and SBS VICELAND this season in Australia, sharing the advertising revenue with both of these partners.

Games will also be available to stream on SBS ON DEMAND, as well as the NBL TV streaming service which is a model the national second division will be considering.

The NBL TV model gives fans access to all games live streamed for $5 a month, with full game replays and NBL Classics on demand.

It’s time for those in charge of the national second division to find the right balance for football. The streaming waters have been tested this season with NPL associations around Australia, but the decision makers will have to do their due diligence and find the right model for the future of the game.

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Football Victoria unveils CoacHER Pathway Program

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Image Credit: Football Victoria Website

Football Victoria (FV) proudly launched the CoacHER Pathway Program at The Home of the Matildas on May 10, marking a significant milestone for women in coaching, the largest female-only coaching course ever delivered in the state.

More than 85 passionate women came together for a day of learning, connection, and inspiration. The CoacHER initiative is all about breaking down the barriers women face in coaching, while building a supportive, long-term development pathway for both new and experienced female coaches.

Coach Education Coordinator Emily Sutcliffe reflected on the launch, and its aim to build a sense of community, confidence, and belonging among women in football.

“Seeing such a large group of women all in one space, learning and supporting one another, was incredibly powerful,” she said via press release.

“The day was more than just technical training — it was about creating an environment where women felt genuinely seen, heard, and valued. In a powerful moment, two participants approached staff in tears, overwhelmed by the sense of belonging in a space filled with like-minded women who share their passion for football.

“For many of these women, this was the first time they’d ever been in a coaching space surrounded entirely by other women. It’s hard to put into words how meaningful that is.

“One coach shared her journey in football, recalling the challenges she faced when coaching her son’s team – including repeated derogatory comments questioning her capability simply because she was female. She shared with tutors that this was the first time in years, she felt truly supported.”

Nearly 72 women proudly completed their Foundation of Football course, while 15 advanced coaches took part in FV’s first-ever in-person, female-only CPD workshop, themed ‘Match Day’. The CoacHER Pathway Program is open to women of all ages and experience levels — from seasoned coaches to current players and those completely new to coaching.

Participants also had the special opportunity to attend the Melbourne Victory FC semi-final the past weekend, further strengthening bonds and creating space for meaningful conversations among women in the football community.

With only 14% of coaches in Victoria identifying as female, CoacHER is a key part of FV’s commitment to achieving gender equity in football.

The program is designed to:

  • Remove financial and accessibility barriers to coaching education and CPD
  • Boost female representation across all levels of football — from grassroots to elite
  • Provide meaningful mentorship, peer support, and networking opportunities

“Visibility is critical,” Sutcliffe continued via press release.

“The more women we see in coaching roles, the more we inspire the next generation of girls to step up — not just as players, but as leaders in our game.”

Saturday’s launch was just the beginning. FV is committed to delivering more female-only coaching programs, expanding the CoacHER network, and ensuring every woman involved in football has the opportunity to thrive. With the help of the Growing Football Fund, this program was able to come to life, proudly supported by Football Australia and CommBank.

TSG Hoffenheim extends partnership with SAP until 2030

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Image Credit: TSG Hoffenheim Website

TSG Hoffenheim has confirmed a long-term extension of its partnership with SAP, one of the most established and technology-driven sponsorships in German football. The renewed agreement, running through to 2030, will see SAP continue as main sponsor, front-of-shirt partner, and official technology partner — while expanding its involvement across the women’s and academy teams.

This extension highlights the strong commitment from both parties and reinforces the growing importance of tech-focused partnerships in shaping modern football strategy and infrastructure.

Among the Bundesliga’s Longest-Standing Sponsorships

SAP has featured on Hoffenheim’s kits since the 2013/14 season, making it one of the Bundesliga’s three longest-running front-of-shirt sponsors. The expanded deal includes:

  • Continued main sponsorship of the men’s first team
  • Sleeve sponsorship for the TSG Hoffenheim women’s team from the 2025/26 season
  • Shirt sponsorship for the club’s academy sides (U16–U19)
  • Branding on training gear and matchday apparel
  • In-stadium branding, including façade signage and TV-facing boards
  • Naming rights to specific stands and hospitality areas at Hoffenheim’s home ground

Managing Director of Marketing and Sales at TSG Hoffenheim, Tim Jost, underlines the club’s strong commitment to SAP and the future of their joint venture.

“Two strong brands from the region are stepping into the future together. We are delighted to extend our intensive partnership with SAP for the long term.

“SAP’s commitment goes far beyond that of a main and shirt sponsor. SAP’s technical expertise is the basis for our role as an innovation leader. In addition, the extension shows once again that TSG have a loyal partner in SAP, who by agreeing to a long-term extension are sending a strong signal of trust in times of change,” he said via press release.

This renewal comes at a time when stability and strategic partnerships are more important than ever in football sponsorship, especially given evolving economic conditions and club ownership models.

A Broader Partnership Beyond Branding

SAP will continue as Hoffenheim’s official technology partner, providing data integration, analytics, and digital performance tools to support both sporting and business operations.

For Hoffenheim, the agreement extends beyond financial support — SAP’s involvement helps position the club as one of the Bundesliga’s most innovation-driven organisations, with projects spanning player tracking, injury prevention, and fan experience enhancements.

The partnership also reflects a strong regional connection, both SAP and Hoffenheim are based in Baden-Württemberg, fostering shared community values and a regional identity.

A Model of Stability and Regional Collaboration

This extension exemplifies a regionally grounded sponsorship with global impact. SAP, a multinational company with over 108,000 employees, remains a locally rooted partner in Walldorf, just 20 kilometres from Hoffenheim’s home base.

From a commercial standpoint, this ongoing alliance strengthens TSG Hoffenheim’s reputation as a long-term, values-aligned sponsorship platform for premium, tech-focused brands.

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