Geelong Council proposes plans for new soccer hub

Avatar
Geelong Hub
Image Credit: City of Greater Geelong

The City of Greater Geelong has proposed plans for a new major soccer hub to address the region’s lack of professional level facilities. 

The proposal revealed a bid for a new regional facility in Geelong’s north which would transform the landscape of soccer in the city.

Plans for the facility highlighted it could provide up to eight elite pitches, including a primary exhibition pitch which could hold between 1000 to 2000 people for standard games, and up to 5000 people for special events.

On this show pitch, Geelong locals could bear witness to future National Premier League, A-League and even international games on their doorstep.

Currently, the council is scrutinising nine different locations across Geelong’s north for the proposed soccer hub. Additionally, a second subregional multi-sports hub towards the city’s south in the Armstrong Creek region was also revealed.

Rumblings of a regional soccer centre in Geelong first occurred in 2021 when the City of Greater Geelong committed $50,000 to a feasibility and business plan, which was later strengthened through a strategic partnership between the council and Football Victoria.

Speaking to Soccerscene, City of Greater Geelong Councilor and Chair of Sports and Recreation, Eddy Kontelj, explained why the proposed hubs would be so vital to soccer in the region.

“These regional facilities would open up so many great opportunities for us,” Cr Kontelj said.

“In terms of the development of coaches, players and administrators, a central location would certainly help us to correlate all the skills and services you need to help aid that development.

“But the exposure to the game here would be opened up too. Having significant tournaments played here of a national nature would be such an advantage.”

Furthermore, the council has plans for the new soccer hub to be used for premier games and competitions.

Councilor Eddy Kontelj says the hub would be a boon for Geelong. Image Credit: Eddy Kontelj

“In 2022-23 we completed an issues and opportunities report to assess where we need to go, and that’s driven this focus to establish our regional and subregional facilities in Geelong. We invited all our clubs and Western United to participate and we got really good feedback from it,” Cr Kontelj said.

‘United is really excited and they’re looking forward to being able to partner with us in Geelong to continue to grow the game in the region.

“And a facility like this could include the W-league, the Matildas, and the Socceroos – and the opportunity for those clubs to also train at a higher level at this type of facility.”

Currently, there is a shortage of elite level facilities in the Geelong region for soccer players. In 2023, the G21 Regional Football Strategy 2023-33 revealed that 36% of the city’s pitches were in a “poor” condition. The same report found a lack of football facilities, specifically multi-pitch facilities featuring natural, hybrid and synthetic grass were inhibiting participation and the ability to draw tournaments to the region.

Additionally, without a dedicated soccer hub, Geelong is on the backfoot compared to Victoria’s other major regional cities, Bendigo, Ballarat, Shepperton and Mildura.

Cr Kontelj denied that the sport had been neglected in the region but said that there was more to be done.

“At the club level our facilities are magnificent. I’ve compared those with the facilities Melbourne has and I’d have to suggest our sporting facilities are probably superior. I’ve even had club presidents tell me that too,” he said.

“However, having that said that – it’s the expansion and development of the game that we have probably been a little slower on, and that is something we must catch up on now.”

Through the new sports hubs across Geelong’s northern and southern regions, the council hopes the plans will not only cater for the area’s pre-existing network of players, clubs and fans but also provide easy access to pristine sporting facilities for a rapidly growing city.

“We’re one of fastest growing cities in Australia currently and we’ve got some new growth areas that are opening up – namely the north-northwest growth zone, which is forecasting to have some 110,000 to 120,000 people living there in the next 20 years,” Cr Kontelj said.

“This project is not only a requirement today. It’s going to be a requirement going forward with the growth of population that we’re expecting.” 

The council now aims to finalise the hubs’ design and secure funding for the project.

Previous ArticleNext Article

Mizuno’s Australian gamble: can a 120-year-old brand break through?

Avatar
Image Credit: Mizuno

When Mizuno unveiled a mural of Socceroos captain Harry Souttar on a Richmond wall during the 2026 World Cup, the company’s name did not appear on the artwork. The artist, Rory Ledge, painted Souttar as the “Minister of Defence” behind a brick wall. Channel 7 and Channel 9 turned up. The Herald Sun ran it in their Saturday edition. Mizuno’s brand director called it “mainstream awareness” without paid media.

The mural sat within a broader push by the Osaka-based company to expand in Oceania. For the fiscal year ending March 2026, Mizuno reported sales of ¥259 billion, up 7.8 per cent year-on-year, with net income of ¥18.4 billion representing 20.5 per cent growth . Operating profit rose to ¥22.6 billion. The Asia and Oceania segment is central to the company’s medium-term plan, which targets net sales of ¥290 billion by fiscal 2027.

The growth imperative

Australian football has not historically been kind to specialist boot brands. Nike, Adidas and Puma dominate retail shelves. A-Leagues collective bargaining agreements and club deals have locked in incumbents. For a brand without the marketing budgets of its competitors, the path to relevance runs through the players.

Mizuno has grown its Australian ambassador base from one athlete to around 20 across the A-Leagues in recent seasons. Melbourne City’s Tolgay Arslan, who played in the Bundesliga and Serie A before arriving in Australia, told Front Page Football: “If I discovered these boots ten years ago, I would wear these boots overseas in my career.” Western United midfielder Angus Thurgate called them “the comfiest boots I’ve ever worn”.

The mural moment

Richmond was chosen for the mural because of its location. The suburb sits at the centre of Melbourne’s sporting precinct, five minutes’ walk from the MCG and AAMI Park. It is already home to murals of AFL players. Rowena Corner Store owner Con, who agreed to host the artwork, had previously welcomed murals of Dusty Martin and an AFLW player.

“We didn’t have access to Harry because he was in the US competing,” brand director Rishi said. “We couldn’t do a photoshoot. So we had to be clever. The best ideas come from real time, aligned with what the public discourse looks like. Once we saw his Wikipedia page updated to refer to him as the Minister of Defence, we knew we could play into this.”

Ledge incorporated an existing window into the design to create a net behind Souttar’s figure. The mural appeared the morning of the Paraguay match, when Australia’s clean sheet sent them into the knockout phase.

The World Cup provided a massive backdrop. The Socceroos’ run captivated the nation: 4.84 million Australians tuned in to the Paraguay match, making it the most-watched World Cup match in SBS history at the time, with an average audience of 3.086 million . The final reached 5.26 million viewers, and cumulative tournament reach hit 18.04 million— 64 per cent of Australia’s population. SBS director of sport Ken Shipp said: “We’ve never seen engagement at this level.” Mizuno spent comparatively little and had Channel 7 and Channel 9 on site.

The commercial question

For a brand with limited marketing firepower, organic PR coverage is the prize. The question for the company’s Oceania division, still in growth mode, is whether a mural and a handful of player endorsements can convert into sustained commercial traction. Retail partnerships with Ultra Football, which has created a dedicated Mizuno space at its Melbourne store, suggest the company is thinking beyond campaigns.

Mizuno’s European expansion has taken a different path. The company signed a five-year deal to become AS Monaco’s technical equipment partner from the 2025-26 season, its first entry into Ligue 1. It already has a presence in Germany’s Bundesliga and Italy’s Serie A. In Australia, institutional partnerships are harder to secure. The approach has been slower: build through athletes, then through community, then through culture.

The Queensland government signed a Memorandum of Understanding with Mizuno in March 2026 to explore the Japan-Australia Sports & Health Innovation Exchange (JASHIE), a two-year partnership focused on sport and health innovation . The agreement supports Queensland’s preparations for the 2032 Olympic and Paralympic Games.

The mural campaign reflected a broader trend in sporting brand marketing, where IP restrictions and athlete availability increasingly demand creative solutions. “I love what Levi’s did because they were able to lean into their brand codes and tell what I believe to be the most memorable advertising story from the World Cup,” Rishi said. “This is a different page out of fundamentally the same playbook.”

Mizuno’s boots are not cheap. The Made-in-Japan models retail well above competitors’ offerings. The brand’s pitch rests on quality and heritage, not price or volume. That is a harder sell in a country where discounting dominates and cost-of-living pressures are squeezing households.

The Souttar mural will eventually fade or be painted over. Mizuno is betting that by the time it does, enough Australian football fans will have noticed the three stripes’ quieter rival.

Governance, guidelines and game integrity: Did the 2026 FIFA World Cup uphold all three?

Avatar
Image Credit: AHCPF/Shutterstock.com

The FIFA World Cup 2026 is now over. Aside from the action and drama on the pitch, it is how FIFA performed off it which will dictate its lasting legacy.

 

Money talks

Projections for this year’s tournament placed total revenue at an eye-watering figure of AUD 16 billion (USD 11 billion); in the end, the number reached AUD 21 billion (USD 15 billion).

The newly-introduced hydration breaks – much bemoaned by fans accustomed to a more traditional 45 minute half – generated further income. Fox Sports was expected to earn more than AUD 356 million (USD 250 million) from these breaks alone, taking global revenue upwards of AUD 1.4 billion (USD 1 billion).

Four minutes and 20 seconds per match, worth more than 1 billion dollars. For FIFA, therefore, time truly is money.

As the most profitable World Cup in history, it also raises further questions (and potential ideas) for how to continue the success. FIFA President, Gianni Infantino, is already considering ways to “unleash the commercial potential and opportunity that FIFA has” going forward.

“I think I can say that this FIFA World Cup here in particular has opened a lot of doors, a lot of opportunities, a lot of possibilities,” Infantino said.

“This will have an impact on what we can do all over the world, but the revenues and the financial economic success come only if the sporting side is right.”

Expanded participation – marking the first time a World Cup features 48 teams compared to the previous 32 – was a major factor in increasing revenue. More teams, more games, more sponsorship and advertising opportunities.

“There are discussions about whether we should increase more (from 48) to 64 (teams), but this will be debated and this will be discussed,” Infantino affirmed.

More revenue for FIFA should also mean its 211 Member Associations also benefit from further investment, although details regarding this remain unknown.

Record-breaking attendance

Going into the tournament, the issue surrounding ticket prices was widespread. Many fans accused the governing body of pricing fans out of the game they love – and the numbers justified it.

While tickets opened at AUD 85 (USD 60), the dynamic pricing led to resales worth tens of thousands of dollars. For the final between Spain and Argentina, fans seeking last-minute tickets needed closer to AUD 3 million (USD 2 million).

But despite the criticism aimed at the dynamic pricing system, FIFA’s resolve paid off. Attendances smashed previous records, with total attendance double the figure seen in Qatar 2022.

FIFA reported that 6,810,966 fans packed into stadiums across the 104 matches, reaching an average crowd of 65,490. With higher attendances also comes more revenue generated from hospitality within the stadium itself.

Clearly, the price of a ticket to the world’s biggest sporting tournament does not affect demand. If FIFA sets the price, people will pay.

Or rather, people who can afford these prices will.

 

Red card, rescinded

As USA and Bosnia & Herzegovina went toe-to-toe in their round-of-32 clash, few could have known the drama would continue far beyond the referee’s whistle after 90 minutes.

A red card for star-striker, Folarin Balogun, in the 64th minute prompted concerns among US fans not only for the remaining half-an-hour of play, but for the following round of the tournament: as per FIFA rules, a player who receives a red card automatically misses the subsequent match.

This was the case for Balogun, until external pressure entered the field. And for football’s global governing body, external pressure arrived in the form of the President of the United States of America.

The legality over the rescinded red card is irrelevant to the wider issue. People will dispute the various articles outlined in the FIFA Disciplinary Code, but the incident itself sets a problematic precedent for football’s global governing body: if FIFA compromises its rules and political neutrality for one nation, where does it draw the line in future tournaments?

The tournament’s integrity had already come under pressure before a match had kicked-off, following the first ever FIFA Peace Prize awarded to President Trump in December 2025. The rescinded red card ultimately added fuel to the fire.

 

A game of two halves

The FIFA World Cup 2026 was as entertaining on the pitch as it was controversial off it.

It featured some incredible individual performances from stars like Mbappe and Kane, as well as Cabo Verde’s Vozinha – the 40 year-old overnight sensation who became a tournament icon.

308 goals were scored, surpassing with flying colours the previous record of 172 in 2022. A goal-per-game ratio fo 2.96 was the highest in recorded history since 1970.

Celebrations like Norway’s ‘Viking Row’ took the world by storm, and several brands including Levi’s, Gillette and Under Armour (the latter being the tournament-winning boot sponsorship) enjoyed huge public attention online for their unique marketing approaches.

These are the stories which represent the World Cup at its very best and the side of football fans want to see: action-packed matches, world-class talent, inspirational underdog stories and moments which generate discussions between fans from all over the world.

Beyond the pitch, however, memories of this year’s tournament will be comprised of financial success marred by a failure to govern and uphold the game’s integrity throughout.

It is a disappointing contradiction, that the cost of the most entertaining and economically successful World Cup in history, is the growing concern whether we can believe in those delivering the game to us at all.

Most Popular Topics

Editor Picks

Send this to a friend