Macarthur FC confirmed two-year deal with Purple Cow Industries

Macarthur FC has confirmed a new two-year collaboration with Purple Cow Industries, a leading waste management company.

As part of this agreement, Purple Cow will serve as the official back-of-shorts sponsor for the 2024/25 and 2025/26 Isuzu UTE A-League seasons.

The partnership will see Purple Cow’s logo prominently displayed on the back of the Bulls’ shorts throughout both seasons. In addition to branding, the collaboration will include matchday activations and efforts to expand the club’s business network.

Purple Cow Industries are an Australian waste management and rubbish removal company that has the ability and experience to handle every commercial site’s different waste management demands.

The company, located locally in Beverly Hills, NSW prides itself on Environmental Management, Sustainability and Service Quality, doing waste management effectively and environmentally friendly.

This partnership is a significant milestone for both Macarthur FC and Purple Cow, bringing together two forward-thinking organisations with a shared vision for growth and success.

Macarthur FC Group CEO, Sam Krslovic, shared his excitement about the collaboration.

“We are thrilled to welcome Purple Cow as a partner to the Macarthur FC family,” said Krslovic in a club statement.

“This partnership is a testament to our club’s ongoing commitment to excellence and innovation both on and off the pitch. Purple Cow’s support will be instrumental as we aim for success in the upcoming season and beyond.”

Purple Cow CEO Alex Soukie, also spoke highly of the new alliance.

“We are thrilled to announce our partnership with Macarthur Football Club, as Purple Cow Industries shares their passion for football and looks forward to supporting the South Western Sydney region,” he said in a statement.

This partnership signifies another exciting step for Macarthur FC as the club continues to forge strong ties with prominent brands and the local community.

Macarthur FC have been one of the busiest clubs in the sponsorship area so far in preseason, and the new club in the east are building their partnership portfolio which is vital for financial sustainability.

Purple Cow become the sixth major partner of the club, joining SipEnergy as new major partners for 2024/25 and beyond, with all of the other major partners based in NSW. The club has a clear goal in place to grow naturally with local businesses and build a solid foundation.

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Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Football Victoria elevates fan enjoyment with Streets partnership

Football Victoria (FV) revealed last week a new partnership with ice cream giants, Streets. The brand will become an exclusive ice cream partner for the next three years.

 

An iconic brand for joyful experiences

As a well-known and popular ice cream brand with people all around the nation, Streets will now look to support the fan experience in Victoria through its products.

It reflects FV’s commitment to delivering a family-friendly and memorable experience for spectators. Both on and off the pitch, the organisation is striving to elevate the experience for fans and families alike.

“Football Victoria is always looking for ways to elevate the experience at The Home of The Matildas, and this partnership does exactly that,” explained FV Executive Manager of Commercial and Facilities, Chris Speldewinde.

“It’s a fantastic fit for our community and we’re looking forward to what the next three years will bring.”

Furthermore, Senior Brand Manager at Streets, Ryan Katz, emphasised the brand’s role in community sport and in creating memories beyond the action on the pitch.

“Streets is proud to join Football Victoria as its exclusive ice cream partner,” Katz said.

“There’s nothing better than enjoying a great game with a classic ice cream in-hand, and we’re excited to be part of those moments across the state.”

 

Understanding community football

Community football is all about these moments. Sunny days, the family together, and a sweet treat in-hand while supporting a local team alongside friends and neighbours.

This is why a partnership between FV and Streets is particularly important.

Not for its commercial value, but for what it tells us about both parties’ understanding of what matters to fans. From young fans to experienced matchday-goers, everyone wants to find enjoyment while watching the game.

And while the 90 minutes of action is the focus, the experience of a local matchday is truly defined by interactions with fellow supporters and smaller – but no less significant – moments of happiness during the day.

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