FQ CQUniversity partnership: Enhancing football and education

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FQU CQUniversity
Image Credit: Football Queensland website

Football Queensland (FQ) and CQUniversity (CQU) have trumpeted a groundbreaking new partnership which will link the two organisations for the next three years.

As a part of the deal, CQU will become FQ’s Official University Partner and enjoy a pivotal role in delivering physiotherapy, chiropractic and podiatry education at carnivals and festivals, in player development sessions and to FQ Academy teams.

Additionally, FQ has opened placement spots specifically for CQU sports science students within the FQ Academy, providing students with firsthand experience in a professional sporting environment and delivering personalised supports to upcoming athletes.

Football Queensland CEO Robert Cavallucci detailed how transformative the collaboration with CQU would be for FQ and its Academy.

“We are thrilled to partner with CQUniversity as we integrate cutting-edge education and research into our high-performance pathways, ensuring we remain dynamic in our approach and consistently implement new best practices that benefit all our participants,” he said in a press release.

“This partnership will provide FQ Academy and Queensland State Team players with access to expert physiotherapy, chiropractic, and podiatry services, while also offering CQU sports science students the opportunity to work closely with our emerging athletes, supporting training programs and player welfare, and gaining invaluable experience in an elite environment that contributes to the development of the next generation of sports science professionals.  

“We’re also excited to collaborate with CQU on future research projects aimed at advancing player development and injury prevention while opening up more opportunities for higher education pathways for FQ participants and members.”  

CQUniversity Director of Sport Strategy Professor Fabio Serpiello expressed the university’s enthusiasm for the partnership.

“CQU is proud that our unique sport science, rehabilitation and community sport expertise is supporting the important work and growth of Football Queensland, across high performance, grassroots engagement, and leadership development,” he said via press release.

Dean of the School of Health, Medical and Applied Sciences, Professor Andy Stewart explained how CQU would be able to connect with all footballers across Queensland.

“Whether it’s city or region or remote town, everywhere CQU operates in Queensland, football is a key sport in that community,” Prof Stewart said in a press release. 

“CQU’s community-connected, inclusive approach is a perfect fit to meaningfully support the growth of accessible, empowering physical activity and competition, especially for girls and women, and people of all abilities.” 

For more information on CQUniversity, 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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