Hyundai Gone as Major A-League Sponsor?

In a report from the Sydney Morning Herald, the FFA is set to lose one of its longest-serving sponsors in June.

Hyundai has been the A-League’s major sponsor since the very beginning in 2004. Should they cease sponsorship of the A-League, it would be the end of an era.

According to the report from SMH, Hyundai’s main reasoning is that they feel the interest in the A-League is steadily declining combined with poor revenue in their own market.

Hyundai is also reportedly still at odds with the FFA regarding the unceremonious sacking of former Matildas’ coach Alen Stajcic. Stajcic’s dumping still leaves a sour taste in many people’s mouths, even Hyundai.

Should Hyundai can its sponsorship with the A-League, it will unfortunately join a number of other former sponsors who, in recent times also decided to walk out the door on their partnerships.

“Conversations are currently ongoing between Hyundai and Football Federation Australia around Hyundai’s naming rights partnership with the game,” said Bill Thomas, Hyundai’s Director of Marketing.

“Currently we are not in a position to go into detail about these discussions but we will be announcing our plans at the appropriate time.”

Hypothetically, if Hyundai were no longer sponsors for the A-League, what would happen?

The A-League wouldn’t be the first major competition in Australia to not have title partners. The NPL competitions across the country have used sponsors in recent times such as PS4, but do not have one at the time of writing this.

Perhaps the most well-known competition in Australia without a title partner is the FFA Cup.

Back in 2017, Westfield, who were the major sponsors for the knockout tournament since its formation in 2014, decided to withdraw their sponsorship of the Cup.

The Cup has run well without major sponsorship in the two and a half years since Westfield departed, but could the A-League enjoy such success without a title partner like Hyundai?

The report from SMH says that the deal isn’t completely dead in the water, but that any talks to further the sponsorship are suggesting any deal won’t run past 2021 anyway.

The FFA, by convincing Hyundai to stay on for one extra year, is likely looking to bide some time whilst they find another title partner.

Hyundai also covers the W-League, which would mean any sponsorship withdrawal from the South Korean manufacturer would have a significant impact on the women’s game too.

The writing seems to be on the wall for the FFA and this deal, despite the potential for Hyundai to stay on for one more year.

Sponsors can come and go in the sporting industry. We see it all the time with sporting brands such as Adidas, Puma and Nike. Premier League club Arsenal used Adidas during their early Premier League days before moving to Puma.

Now, they’re back with Adidas. So companies don’t seem to mind where they sponsor, so long as they get paid well for it.

Hyundai’s relationship with the FFA and the A-League however was about more than money.

It will be fascinating to see who jumps on as the next title partner for the A-League whenever Hyundai decide that their time is up.

From all of us here at Soccerscene, we thank the South Korean car manufacturer for all their support since 2004 because arguably, the league wouldn’t be where it is today without them.

Whoever steps up in their place will not have just a great chance to make waves in the industry, but there will also be a lot of pressure to reach the same level Hyundai got to.

What are your thoughts on this issue? Are you happy for a fresh start without Hyundai? Or are you sad to see them go after nearly 16 years of incredible support?

Get involved in the conversation on Twitter @Soccersceneau

Previous ArticleNext Article

Newcastle Jets team up with new balance in three-year deal

Newcastle Jets have confirmed a multi-year partnership with New Balance to become the A-leagues club’s official apparel manufacturer.

The Jets are joining forces with the global sportswear leader on a three-year deal to supply all on-field playing kits, training gear, and off-field apparel for both the Isuzu UTE A-League and Ninja A-League teams, as well as the entire Newcastle Jets Academy.

It’s an exciting new chapter for the Jets as they head into the 2025-26 season with fresh coaching teams across both men’s and women’s squads. Former A-League star and retired Socceroo Mark Milligan takes charge of the Isuzu UTE A-League side, while Stephen Hoyle will lead the Ninja A-League team.

Newcastle Jets CEO, Tain Drinkwater, has welcomed New Balance on board, highlighting the exciting opportunities this partnership brings for the club and its community.

“Everyone at the Jets is incredibly excited to welcome New Balance in a joint venture with Belgravia Sports Apparel (BSA) into the Jets family,” he said via press release.

“Our organisations are both committed to ensuring our players, staff, members, and fans have world-class apparel. New Balance is renowned for partnering with world-class football Clubs and we are pleased to align with such an iconic sporting brand.

“The Newcastle Jets and New Balance share a combined goal of success on and off the field and we couldn’t be more thrilled to partner for the next three seasons.”

New Balance injects fresh energy into the club, with custom-designed kits and apparel set to be revealed ahead of the 2025-26 campaign. The partnership also launches a new leisurewear range, available to all members and supporters.

New Balance Australia regional general manager, Dean Howard, shared his excitement about joining forces with the Jets, emphasising the brand’s commitment to supporting athletes at every level.

“At New Balance, our job is to aid athletes in their pursuit of excellent, whether that means helping professional athletes win medals, or propelling the community to live a healthy and active lifestyle,” he said via press release.

“In partnership with Belgravia, we are proud to partner with the Jets and look forward to seeing the partnership come to life over the next three years.”

This collaboration marks a significant step forward for the Newcastle Jets, combining world-class apparel and fresh energy to support the club’s ambitions on and off the field.

Beyond the Hype: Challenges for Women’s Football

Women’s football in Australia is thriving like never before, but behind the record-breaking crowds and rising participation lies a growing need for deeper, long-term support at the grassroots level.

It’s no surprise that women’s football has seen a major rise in popularity over the past few years.

A big part of that growth was driven by the 2023 FIFA Women’s World Cup, which was held right here in Australia.

The tournament saw the Matildas make an incredible run to the semi-finals, winning over the nation and breaking multiple television records in the process.

Channel 7 alone reached 18.6 million viewers throughout the tournament, and the Matildas’ semi-final against England became the most-watched TV program in more than 20 years, with an average audience of 7.2 million and a total reach of 11.15 million.

The impact went far beyond the screen, inspired by the Matildas’ performance and the excitement of hosting the tournament, more than 21,000 women and girls picked up football for the first time.

By the end of 2024, over 158,000 women and girls were playing across Australia — a 16% increase from the previous year.

But with this incredible rise in interest and participation, new challenges have started to surface — so what exactly are they?

One of the biggest areas in women’s football that still desperately needs support is adequate infrastructure.

As more women and girls take up the game, the pressure on clubs to provide adequate, modern facilities has grown — and in many cases, the infrastructure simply isn’t keeping up.

A 2024 report by Football Australia, revealed that only two in five clubs nationwide have change rooms that are considered female-friendly, that means a lot of clubs are still lacking basic necessities like separate spaces for men and women.

As the number of women and girls taking part in football continues to grow, these shortcomings are starting to seriously impact clubs on the ground.

David Cvetkovski, president of the Preston Lions Football Club, mentioned that after the Women’s World Cup, the club saw a 30% spike in girls signing up to play. While that level of interest is a positive sign for the sport, it has stretched the club’s resources thin — especially when it comes to basic facilities.

Right now, the Preston Lions don’t even have enough female toilets to accommodate the growing number of players.

Cvetkovski didn’t mince words, calling infrastructure investment in the women’s game “light years behind.” He believes this lack of development is holding back progress — and he’s not alone.

When clubs don’t have the right facilities, it’s not just an inconvenience; it directly limits players’ access to quality training environments, which in turn affects their development and performance.

Poor infrastructure also sends a bigger message, that the women’s game is still not being treated with the same seriousness or respect.

In response to these concerns, the Albanese Government introduced the “Play Our Way” program, pledging $200 million to improve infrastructure for women and girls in sport. The initiative aims to deliver safe, inclusive, and sustainable facilities, equipment, and support across Australia.

While the program has certainly helped, some — including former Socceroo and advocate Craig Foster — believe it still falls short.

That concern grows even louder when you consider football officials estimate that $2.9 billion is needed just to bring grassroots facilities across the country up to standard.

Right now, the growth of women’s football — especially at the grassroots level — is moving faster than the funding and resources trying to support it.

Without long-term, targeted investment in infrastructure, there’s a real risk that the progress made in women’s football could stall.

And that would mean countless girls and women missing out on the opportunity to thrive, develop, and feel truly supported in the sport they love.

Another major challenge currently facing women and girls in football is the growing cost of participating at the grassroots level. While financial barriers impact both the men’s and women’s sides of the sport, the effect on the women’s game is especially concerning.

At a time when there is a strong push to grow, develop, and create more opportunities for female players, however, rising costs are threatening to slow that momentum.

Although football is often seen as an accessible sport, the reality for many families tells a different story.

According to an AusPlay survey conducted between July 2023 and December 2024, the average annual cost for a child to play football was $513—more than double the average cost of playing Aussie Rules, which remains significantly cheaper in comparison.

In Sydney’s inner west, families registering their children with the Strathfield Strikers Football Club are paying around $480 just for registration, and that’s before adding in the cost of uniforms, boots, shin pads, training gear, and travel.

For many households already dealing with the pressures of inflation, rising grocery bills, rent, and fuel prices, those football-related expenses can quickly become overwhelming.

As a result, Alexandra Georgopoulos, the female football co-officer at Strathfield Strikers, says one of the biggest challenges her club faces is the struggle to retain players because of the high costs.

In Victoria, Ringwood City is another example where fees for boys and girls under 12 and 13 start at $700, and they go up as the kids get older — something that’s led some families to pull their children out.

High registration fees are a major obstacle, particularly for families with more than one child playing, or those from culturally and economically diverse backgrounds, and as the cost of living continues to increase, families are being forced to make difficult choices.

So, what was once a fun and enriching activity is at risk of becoming inaccessible for many, especially for young girls at the grassroots level, where the foundations of the future women’s game are being built.

For women’s football in Australia to truly thrive long-term, the momentum from the Matildas’ success must be matched with meaningful support at the grassroots level.

That means tackling not only the lack of adequate facilities, but also the rising costs that are making the sport increasingly out of reach for many families.

Without serious investment in both infrastructure and affordability, we risk leaving behind the very girls and women who are meant to be the future of the game.

Most Popular Topics

Editor Picks

Send this to a friend