Glasgow City FC and ALT Champion Sustainable Women’s Football

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Glasgow City FC has confirmed a new deal, which the club believes could serve as a model for funding a sustainable future for women’s football.

Glasgow City FC introduced the City Collective at the start of the 2025/26 season, a sponsorship model for female-led, purpose-driven businesses and cultural organisations that reflect the club’s values, fostering a network of mutual benefit.

The City Collective has now secured title sponsorship from ALT, a Glasgow-based creative campaigns agency led by co-founder Laura Haggerty.

At its heart, ALT specialises in strategic use of media and digital channels, and they build on this expertise by working with a collective of external experts, the ALT Collective, which includes specialists in brand design, PR, web development, and insight.

Glasgow City FC Head of Commercial Stef McLoughlin, expressed the values that guide the club and its community.

“‘Well behaved women seldom make history’ is an ethos we carry into everything we do. In the words of our co-founder, Laura Montgomery, it honours the many women who have defied expectations to make change and speaks to our players, our supporters and our community who continue to do the same,” she said via press release.

“Laura and ALT are the types of individuals and businesses we dreamed of attracting to the City Collective, and we’re thrilled they’ve seen the potential to partner with us in such a meaningful way.”

Founded in 2018, ALT is a creative campaigns agency that has quickly established a strong presence in women’s sport and beyond, delivering marketing campaigns for national and club-level women’s competitions, as well as the World Boxing Championships, which this September featured men’s and women’s bouts on equal footing.

ALT Co-founder Laura Haggerty, reflected on the shared vision between the agency and the club.

“When I heard about the club’s desire to combine Glasgow’s female business, cultural and sports leaders under one network, I knew instantly we shared values. I am convinced the City Collective can mature, not only being of great mutual benefit to the club and its supporters, but become a brilliant template for all women’s football teams to follow that will help galvanise and grow its support base and advocates,” she said via press release.

“I’m so proud ALT will be working in partnership with the club to improve its standing in the city, and create lasting, tangible opportunities for powerful women to connect with each other across the city.”

This alliance sets a new benchmark for women’s football, promoting both sustainability and growth by creating lasting opportunities, strengthening community engagement, and providing a model for other clubs to follow.

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Como 1907 and Connectome unite to enhance cognitive analysis

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Last month, the Lombardy-based club announced the start of a new partnership with Connectome, a neurotechnology company now looking to apply their work to Serie A’s most exciting project.

Cognitive and physical performance

Through this innovative alliance at the heart of a rapidly rising football project, players will benefit from enhanced study and understanding of their own cognitive performance.

Repeated brain measurements will allow staff to analyse how players respond to different playing scenarios – from the training pitch to matchday.

“We already measure the physical and tactical aspects of performance at a very high level,” explained Como 1907 CTO, Mo Dabbah, via Connectome’s official website.

“The real opportunity now is in better understanding cognitive load and decision-making over time.”

Furthermore, Dabbah continued to highlight that cognitive analysis is essential to achieving high levels of performance in sport.

“Brain health isn’t a ‘nice to have’, it’s fundamental to how players develop, adapt, and perform and it’s an area we’re excited to explore more deeply.”

 

Transferring data to development

Connectome’s work helps athletes and organisations competing at high levels of sport, ensuring recovery, duty of care and preparation are all at the forefront of operations.

Moreover, through a longitudinal approach to collecting data, Connectome strives to create unique, individual profiles for each athlete. Thus, changes or variations are judged against each individual’s baseline, not group averages or one-off tests.

But beyond the technological innovation, is the genuine intent and vision to maximise player performance at Como 1907.

Como 1907 is a club leading by example not just in Italy, but across Europe for unique business models, commercial growth and strategic partnerships. An alliance with Connectome is yet more proof that the club thinks not just about the 90 minutes on the pitch, but the hours spent on long-term player recovery and development.

Both parties align perfectly in values and vision. Player wellbeing, team growth, and technological advancement are the foundations of this partnership.

Como 1907 is a club pushing the future into today’s football landscape, making Connectome a natural partner to bring that vision to life.

Football West hosts Papua Football Academy as Asian ties deepen

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Football West has hosted members of the Papua Football Academy from Indonesia on an eleven-day exchange visit to Perth, marking a significant step in the governing body’s Asian Engagement Strategy and demonstrating football’s capacity to build meaningful cross-cultural relationships across the region.

Supported by the WA Government, the visit brought 60 players aged 13 to 15 from across Papua province to train alongside Football West Academy players and local clubs, including Perth Azzurri and Perth Glory. The group also attended A-League and New Balance NPL WA matches, toured Optus Stadium, visited the WA Institute of Sport, ECU Joondalup and John Curtin College of Arts, and met with the Indonesian Consulate General in Perth.

“Football West is committed to leading football diplomacy in the region, and this program is a great example of football’s power to connect people, build relationships and create genuine pathways,” said Football West Asian Engagement Advisor Robbie Gaspar. “It’s all about the people-to-people connections”.

 

Leading initiatives

Established in 2022 through a partnership between PT Freeport Indonesia and the Football Association of Indonesia, the Papua Football Academy provides high-performance training, education and welfare support for talented young players from one of Indonesia’s most geographically remote provinces. The program has quickly become one of Indonesia’s leading youth development initiatives, with ambitions to build international connections through training camps, matches and partnerships.

Papua Football Academy Director Wolfgang Pikal said the visit had provided his players and coaches with a standard of facilities and competition exposure unavailable at home. “We have nothing like this in Papua,” he said. “It has allowed the coaches to learn something new and for the kids to measure themselves against young players in Perth.”

Pikal flagged hopes of placing two or three players in Perth competitions in the future as the partnership develops.

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