Image Credit: One Nil Media
Soccerscene has launched Survey 4: Commercial Confidence in Football, calling on clubs, sponsors, governing bodies, commercial leaders and football industry professionals to assess whether the game is making the most of its enormous commercial potential.
Football has the audience, participation base and community reach to be one of Australia’s most powerful commercial platforms. But does the industry have the commercial strategy, professionalism and infrastructure required to turn that potential into sustainable growth?
That is the question at the centre of Soccerscene’s latest industry research.
The survey examines how attractive grassroots football is to potential commercial partners, what industry professionals believe is limiting football’s commercial potential, and whether clubs are presenting themselves professionally enough to sponsors.
It also explores what sponsors value most when engaging with football – from community reach and participation scale to brand alignment, values and purpose – as well as whether improved facilities could directly contribute to stronger sponsorship outcomes.
Is football fully capitalising on its commercial opportunity?
Football continues to provide brands with access to highly engaged communities across grassroots, community and elite environments. Yet the commercial landscape remains fragmented, with clubs operating with vastly different levels of resources, capability, governance, media infrastructure and commercial expertise.
Soccerscene’s survey is designed to capture the industry’s perspective on where the opportunities exist – and where football may be leaving commercial value on the table.
The research will look specifically at four key areas:
- Commercial attractiveness – How attractive is grassroots football as a commercial partnership?
- Commercial barriers – What is holding football back from reaching its full commercial potential?
- Club professionalism – Are clubs presenting themselves effectively and professionally to sponsors?
- Sponsor value – What are sponsors really looking for when they invest in football?
The survey also asks whether better facilities would have a direct impact on sponsorship outcomes, highlighting the potential relationship between infrastructure, commercial presentation and investment.
Have your say
Soccerscene is encouraging football clubs, sponsors, commercial professionals, governing bodies, administrators, media professionals and industry stakeholders to participate.
The findings will contribute to Soccerscene’s ongoing program of industry research, designed to provide a clearer picture of the challenges and opportunities facing football and the organisations operating within it.
Take the Survey: Commercial Confidence in Football
The survey will close on 30 August 2026 at midnight, with responses received before the deadline included in the final analysis.
Football has the audience. The question is whether it has the commercial strategy to match.
