How the NPL can learn off the USL’s content deal with Footballco

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Image credit: Football NSW

The United Soccer League (USL) has launched a strategic content partnership with Footballco, a football media company, being designated as an “Official Content Partner of the USL.”

The company will showcase the league, which is the football pyramid separate to the franchised MLS in the US, through existing fan and player-led video content formats, original creatives, features and news.

Goal and Mundial will focus on the men’s divisions, while Indivisa will work on the soon-to-be-launched USL Super League and USL W League with a more lifestyle and community-led approach to its content.

Footballco is strategically aiming to expand in the US, with the next Men’s World Cup and Olympics taking place there, and a bid for the next Women’s World Cup possibly adding that to the mix.

USL Chief Marketing Officer Greg Lalas discussed the importance of fast-tracking the USL’s growth with the sport becoming more popular.

“The USL is the heartbeat of American soccer, and we are thrilled to partner with Footballco to help bring the story of our leagues and our clubs to new fans around the world,” Lalas explained in a USL released statement.

“Brands like Goal, Mundial, and Indivisa are massively influential in the global soccer community, and as we look to extend our reach both domestically and internationally, we were excited about the opportunity Footballco presents.

“Likewise, we look forward to supporting Footballco’s strategic expansion in the U.S. This really is a match made in soccer heaven.”

Jason Wagenheim, Footballco’s CEO, North America discussed the potential this deal has for both companies.

“The USL is among the most exciting soccer leagues in the United States. As we expand our U.S. footprint, we look forward to connecting at an entirely new level with the clubs, players and fans at the heart of the USL,” Wagenheim added in a statement.

“Our reporting goes beyond just news and scores to cover the intersection of soccer and lifestyle, and there’s a huge opportunity to put the USL at the centre of that storytelling – something we know our audience craves.”

There are a lot of similarities between the NPL and USL in terms of its place in the football pyramid of its respective country and attendance numbers, and whilst the funding is different, it begs the question, should the standard of NPL content be higher from the state federations and clubs?

NPL1 matches are currently being streamed on YouTube under the NPL.TV channel, with every game live and with commentary. There have been known issues in recent years with NPL.TV streaming on the now administrated Cluch TV and the absence of live games since had affected the pyramid.

After a return to YouTube in 2024, it’s good to see a healthy audience watching games live on a big platform but fan and club driven content is still so scarce.

Akin to the partnership between USL and Footballco, Australia’s state federations need to do more with website and social media content. Among all of the divisions in each state, there is plenty of opportunity for behind-the-scenes access, stadium news and promotion of big matches including derbies to draw interest to YouTube live streams.

The forward-thinking approach of the USL has provided the NPL with a good blueprint to expand the lower leagues and Australian Football pyramid.

It’s simple, providing the vast array of NPL fans with league-focused social media content on a popular social media channel like the state federation accounts and actively promote any signings, big club news or upcoming matches that fans could attend or watch on NPL.TV.

A lot of these suggestions aren’t particularly out of budget for the NPL, but rather are more of an effort-driven focus that can have a big impact on attendance, viewership and publicity.

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Central Coast Mariners Women secure future under Holman Barnes Group

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Image Credits: Central Coast Mariners

The future of the Central Coast Mariners Women has been secured after the Holman Barnes Group (HBG) reached an agreement to become the new operator of the club’s A-League Women program. The deal ends uncertainty surrounding the team’s participation in the 2026/27 season.

The agreement between HBG, the Australian Professional Leagues (APL) and Total Soccer Growth Holdings (TSG) ensures the Mariners will remain in the Ninja A-League Women competition. It also introduces a new operating model designed to provide long-term stability.

The uncertainty emerged following TSG’s acquisition of the Central Coast Mariners’ men’s side and academy in June. The women’s program was excluded from the original takeover. TSG already owns English football side Queens Park Rangers (QPR) and MLS club Los Angeles FC. The omission placed the future of the 2025 A-League Women champions in doubt. It also prompted the APL to seek a sustainable solution ahead of the new campaign.

A new operating model

Under the new arrangement, HBG will oversee all operational aspects of the women’s team. This includes the football program, staffing and day-to-day management. TSG will retain the club licence and continue overseeing the men’s program and academy. It will also support the women’s operation through its broader football network.

The agreement represents an innovative partnership between the three organisations. It has been designed to strengthen the long-term sustainability of professional women’s football on the Central Coast. HBG’s plans extend beyond the senior team. They include a strong focus on developing participation pathways and creating greater opportunities for female footballers throughout New South Wales.

Attention turns to the new season

The transition comes at a crucial time with preparations for the 2026/27 Ninja A-League Women season underway ahead of its October 16 start. The new operators are expected to begin managing the program immediately. This remains subject to the completion of the remaining regulatory processes. The team currently has no sponsors and games are expected to be moved away from Central Coast Stadium.

The A-League had previously set a July 31 deadline for new owners to be found to secure a place in the upcoming competition. With that now achieved, HBG will be on the clock to ensure the season begins without disruption and becomes a commercial success.

For the Central Coast Mariners Women, the agreement delivers certainty after a turbulent off-season. It also allows the club to shift its attention to the 2026/27 campaign and the team’s on-field performance.

South Melbourne’s Australia Cup triumph reignites promotion and relegation debate

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Image Credit: The Greek Herald

South Melbourne FC’s dramatic 2-1 victory over Adelaide United in the Hahn Australia Cup Round of 32 has reignited debate around promotion and relegation in Australian football, with Co-President Bill Papastergiadis stating the result is further proof that ambitious National Premier Leagues clubs deserve a pathway to the top tier.

The Victorian powerhouse produced one of the competition’s biggest upsets at Lakeside Stadium, overturning an early deficit to eliminate the Isuzu UTE A-League side and secure a place in the Round of 16.

While the result was celebrated as another example of the magic of the Australia Cup, Papastergiadis believes the victory carries a much broader message about the strength that exists outside Australia’s professional league.

Speaking following the win, Papastergiadis said South Melbourne’s performance demonstrated why the Australian football landscape should move towards a connected pyramid featuring promotion and relegation.

“The result was South Melbourne FC’s revenge 22 years in the making,” Papastergiadis said.

“It also demonstrates that clubs in the National Premier Leagues have the quality, professionalism and ambition to compete with A-League opposition when given the opportunity.”

For years, South Melbourne has been one of the strongest advocates for structural reform within Australian football, consistently calling for an open pyramid that rewards sporting merit rather than maintaining a closed league system.

Papastergiadis argued that Australia Cup fixtures continue to showcase the depth of talent throughout the domestic game, with NPL clubs regularly proving they can challenge and defeat professional opponents despite operating with significantly fewer resources.

He believes these performances should not simply be viewed as isolated “cupsets”, but as evidence that Australia’s football ecosystem is ready to embrace a promotion and relegation model that provides ambitious clubs with a genuine pathway to the top flight.

The result against Adelaide United adds another significant chapter to South Melbourne’s storied history. One of Australia’s most successful clubs, South Melbourne has long maintained aspirations of returning to the national stage, backed by a passionate supporter base, strong infrastructure and a proud footballing tradition.

For Papastergiadis, victories such as Thursday night’s reinforce the argument that clubs should earn opportunities through performances on the pitch.

“The Australia Cup continues to show what’s possible when clubs from different levels of the football pyramid compete against one another,” he said.

“Our football should be built on opportunity and merit. Clubs that perform consistently and invest in their communities should have the chance to progress to the highest level.”

South Melbourne will now turn its attention to the Round of 16, where it will look to continue its impressive cup run.

Beyond the result itself, however, the victory has once again fuelled discussion around the future of Australia’s football structure and whether the growing strength of clubs outside the A-League should accelerate the push towards a fully connected national competition.

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