How KEEPUP will revolutionise football in Australia

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Late last week, the Australian Professional Leagues (APL) launched their new $30 million digital platform KEEPUP.

The main aim of the new digital hub is to convert a larger proportion of the 8 million football fans in this country into supporters of Australia’s premier domestic competitions.

“The platform was delivered to broaden and enhance the fan experience, connecting A-Leagues fans and international competition fans in one place,” a statement from the APL read.

“In its current form, the platform will focus on creating and curating content to bring fans close to the game however they choose, with significant expansion planned into the future.

“KEEPUP will feature compelling content from the best of the A-Leagues, European and world football, the Socceroos and Matildas, NPL, and FFA Cup.

“A-League clubs’ content hubs will also be integrated onto the platform to ensure fans are offered the most comprehensive football resource available in Australia.”

KEEPUP, across their website and app, have already begun producing a wide array of content from breaking news stories, expert columns from football journalists, articles on football culture, video productions and in-depth analysis features, not just on the A-League, but world football.

The KEEPUP team is led by Optus’ former director of sport Richard Bayliss, who is in charge of the editorial, social media and production practices across the platform.

KEEPUP will have a strong impetus on keeping editorial independence and not cheerlead for the APL and its clubs at every opportunity.

“Day one of the launch we had two A-League CEOs complaining about criticism on our platform, this is all about being authentic and you can’t have a propaganda site,” APL Managing Director, Danny Townsend, told the Sydney Morning Herald.

“Football fans are extremely discerning and the minute they see something that is not authentic…they’ll call that out.”

Alongside the diverse content on the platform, KEEPUP will look to innovate in ways which will engage new audiences and provide those they already have connected with, with unique experiences.

“This is just the beginning,” Chief Commercial Officer at the APL, Ant Hearne, said.

“We have a bold plan to evolve KEEPUP into an unparalleled global digital hub, expanding functionality beyond a content base to include gamification, e-Commerce, ticketing, second screen live stadium experiences and loyalty programs.”

Other codes in Australia such as Cricket, AFL and NRL have all invested heavily in their own digital content over time, however the $30 million digital investment from the APL is playing to the strategic advantages that football has over other sports.

“I look at what the other sports are doing and they’re very much wed, fortunately, to TV deals that mean they don’t need to do what we’re doing,” Townsend told the SMH.

“We’re in a situation where we’ve got an enormous base, we’ve got the youngest fan base of any sport in the country who are all digital natives. We’re going to get into the direct-to-consumer business and that will preserve the long-term revenues and build the football economy.”

If you register an account on KEEPUP (which is free to do so), you will receive a four-week trial to Paramount+ – the service which is showcasing the majority of Australian football games for the next five years.

This offer is a slice of things to come between the APL and their new broadcast partner ViacomCBS, with future plans for content from the digital platform to be integrated further into the Channel 10 Network and Paramount+.

“What Channel 10 and ViacomCBS bought into was our strategy,” Townsend told the SMH.

“The ViacomCBS deal was a really critical one for us on many levels financially, but equally the reach it delivers us. But importantly, the owners have continued to invest and put their money where their mouth is.

“The sports media and commercial landscape is changing and the days of sports just serving up content on television, taking a big cheque and playing sport are over. It’s changing in a way that requires sports to take the initiative and connect with their fans.

“We’ve got to become an entertainment business because at the end of the day, if we’re going to grow revenues of the sport, we need to engage our fans more effectively.”

The APL’s KEEPUP platform has only been around for just over a week, but its long-term agenda has the potential to change the perception of the game in this country.

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Football Victoria demands more Victorian Government support amid grassroots boom

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Marlborough Street Reserve. Credit Football Victoria

Football Victoria is targeting Victorian Government funding for Glen Eira FC, in order to improve the club’s facilities and accommodate a recent surge in participation.

The interest and demand in football across Melbourne is ever growing, and Glen Eira FC is one such example.

Located in Melbourne’s inner south-east, the club has more than 1,100 players with nearly 95% of them aged 18 or under. In the suburb of Bentleigh alone, football participation has increased 18% alongside female engagement growing 76% in recent years.

However, at Marlborough Street Reserve, the conditions of the pitch – specifically during winter – can curb accessibility. Wet weather, non-stop usage and limited capacity make it difficult to accommodate all club members. This results in restricted training and playing opportunities.

Lachlan Cole, Football Victoria’s Head of Government Relations & Facilities, said via Football Victoria: “The story at Glen Eira FC is one we are seeing right across Victoria and specifically in Metropolitan Melbourne. Participation is growing, particularly among juniors, women and girls, but the infrastructure needed to support that growth is buckling under the weight of demand.”

To tackle this, both Football Victoria and Glen Eira FC want to convert the existing pitch to a synthetic surface and provide improved lighting for the ground. This would create a more reliable environment for players and support the growing demand for football in that community.

Speaking to Football Victoria, Glen Eira FC President Odilia Wijburg said, “A new sporting precinct with a synthetic pitch would be a game changer, providing year-round access, supporting participation growth and creating a lasting community asset that will benefit local families for generations.”

These issues are not exclusive to just Victoria, but are instead seen nation-wide. Football NSW recently pledged over AUD 200,000 to three amateur clubs to help upgrade their facilities and support the local communities.

Despite the increased interest in the game, the lack of reliable infrastructure, especially in grassroots football, leaves not only local areas without proper facilities, but creates a complicated road for young players hoping to navigate to the top of the game. 

Without the support of the Victorian Government, grassroots football could suffer an underwhelming fate. If the game is not supported from the bottom, the top might not reap the rewards of the next generation. And if that happens, alongside local communities, both the domestic leagues and the international team may suffer.

Brisbane Roar partners with PlanPay for 2026/27

Staff Writer
Image Credit: Brisbane Roar

TWELVE months ago, as the 2025/26 A-League Men’s season kicked off, Brisbane Roar’s active supporter group surged back to life.

‘The Den’ – as they’re known – had been a famous feature of the Roar’s Championship-winning glory years. Now heavily re-populated by a younger wave of supporters, their enthusiasm through early-season results against Macarthur, Melbourne City and Newcastle made them, momentarily, the talk of the A-League.

The Roar’s administration understand what a crucial role their supporters play in the health of the club – be they the new generation at the front of The Den, or the loyalists who have ridden the ups and downs of their 21 A-League seasons.

So, they have partnered with Australian-founded company PlanPay, to soften the financial barriers and increase fiscal flexibility for those wanting to cheer on the Roar’s men’s and women’s sides, helping to get them in the stands as early as possible.

‘Membership is the most important thing we offer, but given the current cost of living crisis, it’s also the hardest ask at the moment,’ Roar’s Head of Public Relations and Communications, Joseph Esposito, told Soccerscene.

‘When you’re targeting families of four, or youngsters, a full membership can be a big hit in one go. It’s important to be realistic, so having an option like PlanPay lets members spread that cost over time with no interest and no credit check.’

‘It also means we can get people to commit to membership earlier, to come on board and be part of something. It works on both ends, allowing us to offer an earlier price point for potential members – and most importantly, we’re not asking them to spend beyond their means.’

One of PlanPay’s key advantages is its ability to align payment schedules with how Australians actually earn their income.

According to Australian Bureau of Statistics payroll data from March 2024, approximately 86% of Australian employees are paid weekly or fortnightly, with 33% receiving weekly wages and 53% paid fortnightly. In comparison, just 12% are paid monthly.

Despite this, many traditional membership payment options are structured around upfront or monthly payments, which don’t necessarily align with household cash flow.

By offering weekly, fortnightly or monthly instalments, PlanPay allows Roar supporters to choose a payment schedule that suits their payday and household budget, making football memberships more manageable without relying on credit, interest or debt.

The partnership is also timely in a local sense; the ABS has also found sports participation costs in Brisbane rose 9.6% in the year to June 2025. Furthermore, as of March 2026, 41% of Australians had used a BNPL service in the past six months (Finder).

‘From our end, it’s essentially a bit like a modern layby. You choose your membership, pay a small deposit, and then pay the rest in instalments on the schedule that suits the individual,’ said Esposito.

‘Once the first payment is made your membership is fully active. We have previously had monthly payments to ease the pinch, but opening it up to have fortnightly or weekly options, more often makes it a whole lot easier to have people in.’

PlanPay was founded in Sydney in 2022 as a digitised lay-by for travel, and has since moved into ticketing, sports, and live events alongside expansion into the US and UK.

The company is now based in Charlotte, North Carolina, while maintaining its engineering, customer support and onboarding presence in Australia. PlanPay continues to partner with merchants globally to bring another way to pay, to more fans, Brian Learst, Chairman of PlanPay said:

‘We are thrilled to help Brisbane Roar FC lower the total cost of attending their matches by providing fans with debt-free, interest-free flexible payment plans.’

‘PlanPay allows fans to purchase the best seats early and customise their payment size and timing.’

Both the Roar’s men’s and women’s side present as fascinating prospects this season.

Newly-appointed women’s manager Johnathan Clemente is the youngest manager in A-Leagues history, with his charges looking to better last season’s impressive semi-final finish.

Meanwhile, the men’s outfit kicked off their second season under Michael Valkanis on Friday at Suncorp Stadium with an impressive win over Perth Glory, and will again rely on the energy and passion of those in the stands to drive their success both on and off the field.

‘Our fans are not just the present, but the future. In that regard, it’s not about getting them to spend beyond their means; it’s about allowing them to get in earlier, and in an easier way,’ continued Esposito.

‘Lots of younger fans are students, or they’re early in their working lives. Being realistic about it, paying a full season membership can sometimes be a real barrier, especially if they’re living out of home, paying rent for the first time.

‘Having PlanPay allows them to have the option that isn’t acquiring interest or debt, makes it easier for them to budget, and most importantly allows them to do what they do, without spending beyond their means.’

Make Membership More Accessible for Your Fans — Talk to PlanPay

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