Liverpool and Coca-Cola combine in partnership

Liverpool

Premier League giants, Liverpool, have partnered with a leader of the beverage industry, Coca-Cola. The world renowned brands announced a long-term partnership with a focus on enhancing the match day experiences for fans at both the men’s and women’s team matches.

Working closely together, both parties will look to deliver a one of a kind, money can’t buy, experience for fans, and offer limited edition merchandise prizes. Coca-Cola is no stranger to the sport of football. The company profits approximately $34 billion dollars annually, and is passionate about injecting money back into the game.

Coca-Cola has a rich history of supporting football at the highest levels, all the way down to the grassroots level. The company introduced itself to football at the 1950 FIFA World Cup in Brazil, with the advertising of its products for the first time. Fast forward to the 1978 FIFA World Cup in Argentina, and Coca-Cola became an official worldwide sponsor of the tournament, and a staple partner going forward. From that World Cup onwards, Coca-Cola would go on to be a worldwide sponsor at every FIFA World Cup to date.

At the grassroots level, the beverage giant has made a conscious effort to make football more enjoyable for kids. The company has poured money into football tournaments for players at grassroots globally, whilst aiming to promote a healthy and active lifestyle for participants. For example, the Copa Coca-Cola Youth Football Tournament event unites over one million teenagers around the world. The Coca-Cola-funded tournament encourages teenagers from 73 countries around the world to play the game whilst learning the values of team spirit, friendship and respect, and the benefits of a balanced diet.

Coca-Cola Europe’s Marketing Experience Director, Michael Willeke, speaking on the Liverpool partnership and the company’s connection with football, said via press release:

“Having been an integral part of the football match-day for decades, we are excited to offer fans the chance to enjoy incredible experiences and unique moments at home, at bars and restaurants and in the stadiums as part of our new campaign.”

Football has the power to bring people together and we cannot wait to reward fans across Europe with access to unforgettable moments and a host of benefits that only Coca-Cola can offer in collaboration with our partners.”

The excitement was echoed by Liverpool’s Commercial Director, Ben Latty, who added via press release:

“We are delighted to have Coca-Cola join our family of official partners. We’re really excited to grow this partnership together and we extend a very warm welcome to Anfield to Coca-Cola. The ambition with all of our partnerships is to work with the most inspiring and innovative brands in the world and Coca-Cola fits this ambition in every way.”

On the pitch, the financial might that Coca-Cola brings to Liverpool is sure to wet the appetite of fans. A partnership of this calibre is very important for a club looking to compete with Premier league rivals and big spenders Manchester City. The additional revenue stream that Coca-Cola injects to the club can be put towards recruitment and player transfers, ensuring the club remains competitive for years to come.

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Melbourne Victory’s brand-new infrastructure strategy

Melbourne Victory & SEDA

A-League giant Melbourne Victory has revealed a brand-new extensive infrastructure strategy to foster and support tomorrow’s footballing stars.

The strategic infrastructure plan set out by Victory will aim to develop youth and women’s football programs by providing improved access to world class footballing facilities and player pathways across Victoria.

To achieve this, Melbourne Victory has opted for a campus model to enable players access to connected and consistent facilities across the North, East, South and West of Melbourne, all within an hour’s journey of Victory’s club administrative centre and the A-League Men’s training facilities at Gosch’s Paddock.

The club also intends to build another campus within the Melbourne city centre, with the first campus location to be announced by the club soon, as it continues to review and assess possible sites across the city.

Melbourne Victory Chairman, John Dovaston, explained why the club had chosen the campus model.

“The announcement of this project, and the direction taken, is aimed at ensuring we are best placed to attract and retain football talent across the State,” he said in a press release.

“Our innovative approach will allow us to have a number of campuses with not only an elite focus, but also, an eye on building our community to ensure that all Victorians have an opportunity to participate and engage in our game.”

Melbourne Victory Managing Director, Caroline Carnegie, outlined why the new infrastructure strategy was so important to the club.

“It is well understood that sport and football can influence social cohesion, and it’s our responsibility as a Club to establish infrastructure and programs that can positively impact members of the community, regardless of gender, background or location, whether that be through training the next generation of football stars, or using football as a vehicle to lead, unite, connect and inspire the community more broadly,” she said via press release.

“By enabling Victory to connect with communities across the North, South, East, and West of AAMI Park, our spiritual home, we can truly grow the Victory family and set new standards for elite facilities in our Pathway and community programs.”

The infrastructure project is an important move for the club, allowing it to grow, improve and future-proof its current suite of footballing programs. Currently, Victory operates nine elite and 23 pathway programs, providing services to over 16,000 participants across Victoria. Through the campus model, the club hopes it will be able to more efficiently develop the new generation of A-League and national team players.

“The priority is to provide not just an entry point for individuals to engage and participate in football, but to keep them engaged and provide a holistic journey to grow the Victory family across the State,” Carnegie continued.

“We are excited about the opportunities that the project can provide and the potential for growth for our Club and for football in the future.”

Melbourne Victory will continue to issue updates as it sets on the 5-year-plus journey to complete the entire project. For more information on the club’s major infrastructure strategy, access the plan HERE.

 

WA Community Use of School Sporting Facilities grants open

Soccer youths

The first round of the WA Community Use of School Sporting Facilities Program grants is now open for applications until March 21.

The program is an initiative from the West Australian government aimed to inspire partnerships between schools and community sporting groups to more effectively use sporting facilities and foster a greater sense of community.

Developed in collaboration with the Department of Local Government, Sport and Cultural Industries (DLGSC), and the Department of Education (DoE), the program strives to:

  • improve access to sporting facilities for community sporting groups
  • improve school sports facilities
  • assist schools in developing their facilities for outside hours use without damaging student safety
  • encourage partnerships between schools and community sporting groups

Grants Eligibility 

Program funding is only available to WA public primary or secondary schools, which have partnered with at least one community sporting group under a DoE Community Use Agreement.

Schools applying for funding must prove they need monetary support to develop facilities and assist community sporting groups to use facilities. Additionally, they need an Eligibility Declaration from their partnered sporting grouping to confirm it will regularly access the facilities.

The partnered community sporting group must also meet a range of eligibility requirements:

  • It must be incorporated under the Associations Incorporations Act 2015 (WA),
  • Or it must be an Indigenous organisation under the Corporations (Aboriginal Torres Strait Islander) Act 2006 (Cth)
  • Or it must be a company limited by guarantee under the Corporations Act 2001 (Cth)
  • It must participate in a classified sport under the DLGSC
  • It must be registered under a DLGSC recognised state sport association (SSA)
  • It must enter teams into a local sport program or DLGSC SSA affiliated competition
  • It must have an Australian Business Number (ABN)
  • It must comply with the Working with Children (Screening) Act 2004
  • It must maintain insurance to cover the DoE CUA

Grants Funding Parameters 

There is up to $50,000 worth of funding available for successful applicants across four different types of one-off investments:

Minor Equipment or Infrastructure

This includes funding for small scale items such goalposts, equipment storage or other minor items or infrastructure.

Minor Playing Surface or Upgrade of Oval or Hardcourts

This includes funding for minor improvements to sports fields and courts, such as:

  1. Resurfacing
  2. Marking
  3. Reticulation
  4. Returfing
  5. Grass oval rejuvenation works

Minor Improvements to Existing Surfaces 

This includes funding for small scale improvements that make sporting facilities safer for outside use, such as locks, cameras, gates, and lights.

Other Relevant Activities That Enhance Facilities Use

This includes funding for activities that would increase the use of sporting facilities, such as for one off payments for staff and equipment.

How to Apply for Grants

Applications for the program can be completed online on the DLGSC website.

Before applying make sure to read the guidelines and have the necessary documentation ready.

Documents you will need are:

  • Signed Community Use Agreement (or letter of intent to enter at CUA)
  • Community Sport Group Eligibility Declaration
  • Quotes, photos, files and documents to use as evidence to support your claim

Applications for the first round of funding must be completed and submitted before March 21 5.00 pm 2025. If you miss out on this round or are unsuccessful, there are two more rounds of grants occurring later in the year.

The second round of applications will open March 24 9.00 pm and close May 16 5.00 pm 2025. While the third round of applications will open May 19 9.00 pm and close July 4 5.00 pm 2025.

 

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