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

For Jaiden Kucharski, The Sky is the Limit.

Avatar
Image credit: Keith McInnes

Despite its slow start to the season, many pundits believe this season’s Sydney F.C. squad is one of the strongest for many years.

Consequently, it has been difficult for striker Jaiden Kucharski to be selected on a regular basis. However, Jaiden Kucharski’s journey is one marked by moments of brilliance and potential.

For those who observed the power-laden goal he scored against Brisbane Roar in Round 3 and the disallowed volley he despatched against Wanderers two weeks ago, there is no doubt he has all the attributes of a goal-scoring maestro.

Additionally, his powerful right-footed drive from outside the penalty area last Sunday nearly found its mark for a ten-man Sydney F.C. to achieve a 2-2 draw, only to be denied by the agility of Central Coast Mariners custodian Dylan Peraic-Cullen.

Photo credit: Jaime Castaneda / Sydney FC

None of this comes as a surprise, as Jaiden Kucharski’s Sydney F.C. record includes twenty-nine goals in three seasons in the NPL Men’s competition.

So, what does the future hold for this talented twenty-two-year-old?

In this interview with Roger Sleeman, Jaiden Kucharski talks about his early exposure to football, his progression through the Sydney FC Academy to the senior squad, and his ambitions in the senior game.

ROGER SLEEMAN

Can you outline your early introduction to the game?

JAIDEN KUCHARSKI

After starting at Glenwood Redbacks as a five year old, I moved to the Football Development Academy and eventually progressed to the Sydney FC Academy at the age of fourteen via the NSW Institute.

R.S.

Who were the early influences in your career?

J.K.

I followed Messi and Ronaldo and also worshipped Tim Cahill, Mark Viduka and Harry Kewell.

Also, due to my Polish background, I admired Robert Lewandowski as a goalscorer.

R.S.

You are equally accomplished on both feet  with ferocity on both sides.

When there are so many one sided players in the A-League, how have you managed to achieve this milestone?

J.K.

There was a coach called Cormack at the FDA who worked with me to improve my weaker left side when we went for periods without using the right foot in training.

At the weekends when I was eight or nine, I would train with the ten to fourteen year olds which also harnessed my two sided skills.

At the Sydney FC Academy, Kelly Cross has also nurtured my left side further and now I believe my shooting is better with my left side.

R.S.

You’ve been scoring goals for fun in NPL competition so what role do you see yourself playing?

J.K.

I’ve grown up playing as many positions as possible

However, I want to play up front as one of the two nines and being a target man to either drop to receive the ball and also playing in between and along the last line of defence.

I also want to be able to take the ball myself and score goals by taking opponents on.

Photo credit: Jaime Castaneda / Sydney FC

R.S.

The goal you scored against Brisbane Roar in Round 2 was one of the hardest shots ever seen in the A-League.

Could you explain how you did it?

J.K.

My best attribute is my striking contact with the ball, assisted by strong groins and when the cutback came I hit through the ball as hard as I could.

R.S.

Are you prepared to wait for that break to get more game time?

J.K.

I’m contracted with Sydney FC until June next year and I’ve made the most of my playing time so far, but in the end selection is up to the coach.

I could also leave during the transfer window in January if the club allowed me.

Photo credit: Jaime Castaneda / Sydney FC

R.S.

Have you had recent discussions with the coaching staff regarding your role in the squad?

J.K.

Not really as I just do everything in training to impress.

However, it was heartening to get a full game against F.C. Kaya and the goal I scored just inside the box to make a 3-0 scoreline, reinforced what I can do when I get space in front of goal.

R.S.

Would you leave Sydney F.C. when your contract expires, and if so where would you go to?

J.K.

I could go to Poland where I have citizenship but I also believe Germany would suit my style of football as an attacking player.

R.S.

It is a star studded squad at Sydney FC but you would be a certain starter at most other A-League clubs.

If the right offer came, would you move to another A-League club?

J.K.

Anything is possible, providing I’m getting game time and further developing as a footballer.

R.S.

Which of your team-mates do you really relate to?

J.K.

Adrian Segecic is an old team-mate who laid the ball off to me for the Brisbane Roar goal and three years ago I provided the pass which allowed him to score his first A- League goal against Macarthur Bulls.

Also, Anthony Caceres is a great foil and I’ve learned a lot from Joe Lolley and more recently Douglas Costa who is impeccable in his movement.

The new striker, Patryck Klimala, is a clinical striker and Leo Sena has that touch of genius which any young player can learn from.

Photo credit: Jaime Castaneda / Sydney FC

R.S.

What is your opinion of the A-League?

J.K.

Foreigners I’ve met say they didn’t expect the A-League to be so strong.

It’s a great step up from NPL to APL as the pace and pressure is so much more demanding.

R.S.

Where do see yourself in three years time?

J.K.

Playing overseas as a regular starter, ideally in a First Division setup.

Melbourne should have been apart of Women’s Asia Cup 2026

Avatar
Image credit: Shutterstock.com / Dans Destinations

On Wednesday, the Asian Football Confederation (AFC) will ratify Sydney, Perth and the Gold Coast as hosts of the upcoming Women’s Asia Cup 2026. Games will be played across Stadium Australia and Western Sydney Stadium, the Perth Rectangular Arena, Perth Stadium, and the Gold Coast Stadium.

While the Women’s Asian Cup is a momentous occasion for Australian football, the exclusion of Melbourne stands as a missed opportunity.

Known as the sporting capital of the nation, Melbourne holds an incredibly passionate soccer fanbase and has continually delivered excellence on the pitch.

Zealous and Loyal Fanbase 

Most recently, Melbourne hosted six Women’s World Cup games at the Melbourne Rectangular Stadium, otherwise known as AAMI Park, in 2023 for hungry audiences. Of the six games, five reached over 90% capacity according to AuStadiums, illustrating the desire Melbournians and Victorians have for more football.

Furthermore, Victorians have consistently shown up to support their teams across both the men’s and women’s A-Leagues. According to AuStadiums, in last year’s ALW season, AAMI Park was on average the most attended stadium of the grounds which had hosted 10 or more games, averaging 3,500 people per game. This accomplishment built off of the 22/23 season where AAMI Park had also averaged the largest crowds for stadiums for which had hosted multiple games.

In the men’s competition, AAMI Park has been by far the most played at stadium, with more than 30 games played at the stadium each season since the 21/22 season. Through this, AAMI Park has consistently achieved the highest total attendance of any A-League stadium and has additionally maintained strong crowd averages.

AAMI Park was the third most attended ground on average last year for stadiums which had hosted multiple games. Additionally, AAMI Park also appeared the most in the top 10 attended games of the year, hosting four of the largest crowds of the 23/24 season.

To deny such a passionate fanbase the opportunity to see their national team, and other elite Asian teams, locally, would be a travesty. Compounding it, the decision to neglect one of Australia’s most beloved, professional and modern stadiums on a global stage is another disappointment.

World Class Facilities

In the latest Professional Footballers Australia (PFA) 2023-24 A-League Men Report insights from players, executive teams and coaches, AAMI Park was one of the highest scoring stadiums across Australia and New Zealand.

In terms of pitch quality, measured by the pace, smoothness, hardness and overall quality of the surface, AAMI Park scored above average. Depending on the hosting team, the stadium was rated between 3.5 stars to 4 stars placing it above the 3.2 average across the league.

Additionally, AAMI Park recorded the best atmosphere leaguewide when Melbourne Victory played, achieving a 4.4-star rating. Nearly half a star higher than the second-best atmospheric stadium.

These sentiments were similarly echoed in the most recent PFA A-League Women Report from the 2023-24 season. The report illustrated AAMI Park as one of the premier stadiums in the country, with the ground achieving a 4-star and near perfect 4.9-star rating, across its two hosts.

Australia’s Most Liveable City 

In combination with providing a world class stadium for some of the world’s best teams, hosting games at AAMI Park in Melbourne at the Women’s Asia Cup would have propelled Australia’s image on the global stage by highlighting one of the world’s most liveable cities. Ranked fourth in the world for most liveable cities by the Economist Intelligence Unit’s Global Liveability Index 2024, Melbourne continues to showcase the very best of Australia.

Travelling fans would get to enjoy the cultural events and sights Melbourne has to offer, while also finding their way to and from games easily due to Melbourne’s simple public transport system.

Furthermore, Melbourne would not only highlight the best of Australia to travellers, but to an ever-increasing global audience. With the rise of interest in women’s football, the amount of people watching and interacting with games has increased exponentially.

According to FIFA, over two billion people engaged with the Women’s World Cup in 2023. Furthermore, the tournament produced over 2.72 billion viewer hours, a 9.2% increase in consumption from the 2019 Women’s World Cup. With so many eyes now on women’s football, it makes sense to put forth Australia’s best.

Conclusion 

Fortunately, as Australia’s most loved team, the Matildas will draw crowds wherever they play, having now sold out 16 home games in a row.

Yet the neglect of Melbourne from the Women’s Asia Cup will prevent one of the country’s most fervent fanbases, which has repeatedly supported the national team and the A-Leagues, from witnessing one of Australia’s most important sporting events.

Most Popular Topics

Editor Picks

Send this to a friend