Melbourne City FC grows existing deal with Asahi Super Dry

Melbourne City FC & Asahi

Current A-League Men’s premiers Melbourne City FC have announced a major extension with Asahi to allow the global beer manufacturer to feature its premier non-alcoholic brand, Asahi Super Dry 0.0%, on the front of the club’s training kits.

Asahi Super Dry and City have been partners since 2022, when a deal was brokered for the beer to become to the official beer of the AAMI Park based club. The deal initially allowed Asahi’s moderation choice Asahi Super Dry 3.5% to be sold at all events held at AAMI Park including at City home games as part of the pre-match build up.

The new deal will continue this pre-existing arrangement but will also expand upon it giving both the club and the beer brand great coverage. Thanks to the deal, great results are expected for fans who will be able to enjoy the refreshing non-alcoholic option at AAMI park in the upcoming season.

Kym Bonollo, Head of International & Craft Brands, Carlton & United Breweries expressed their hope that the new deal will enhance the fan experience.

“We are pleased to enhance our collaboration with Melbourne City as Asahi Super Dry 0.0% takes on the role of the Official Men’s Training Kit Partner. We aim to offer City fans even more premium experiences in the upcoming season,” they said via press release.

Along with gaining access to Asahi products within AAMI Park, City members have been able to benefit from numerous competitions and discounts offered by the beer manufacturer.

Melbourne City FC CEO Brad Rowse also expressed his excitement at the opportunities for enhanced fan experiences during the deal’s announcement.

“We are thrilled to continue our partnership with Asahi Super Dry and are excited to welcome Asahi Super Dry 0.0% on board as the Official Training Kit partner of our Men’s Team for the upcoming season,” he added via press release.

“Our fans already love having Asahi Super Dry integrated throughout our match days at AAMI Park, and this extended partnership allows us to bring even more exciting opportunities and premium experiences this season.”

This new deal is a great elevation of an already strong relationship between the club and Asahi. By now having the non-alcoholic brand available at grounds and front and centre at training sessions, City is also helping to promote greater responsible drinking, as it’s inclusive for those who don’t drink alcoholic beverages.

As the club begins its tilt for an unprecedent fourth A-League Men’s premiership, its links with a non-alcoholic beer option are sure to help fans and players alike kick back with a cold one while still seeing high performance results on the pitch.

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Football NSW releases $600,000 towards Grassroots Grants to meet Participation Pressure

The Victorian State Government has announced new grants and funding for 11 new community infrastructure projects for local football clubs, totalling $3.8 million.

Sixty-five football clubs across New South Wales have secured a combined total of nearly $600,000 in funding through the NSW Office of Sport’s Local Sports Grant Program. It follows as a result of Football NSW’s scale of demand for community sport support and the growing pressure on clubs struggling to keep pace with surging participation.

The grants, covering 69 individual projects across the Football NSW footprint, will fund facility upgrades, equipment purchases, participation programs and accessibility improvements: the unglamorous but essential infrastructure that determines whether community clubs can function at the level their members require.

The Local Sports Grant Program made up to $4.65 million available statewide in 2025, with $50,000 allocated to each electoral district and individual grants capped at $20,000. Football’s share of nearly $600,000 reflects the sport’s status as the largest participation code in NSW, and the degree to which that status has not always been matched by corresponding investment in the facilities and resources required to sustain it.

Volunteers carrying an unsustainable load

The announcement arrives against a backdrop of mounting pressure on the volunteer workforce that keeps community football operational. Across NSW, thousands of volunteers dedicate significant unpaid time each week to administration, ground preparation, canteen operation and the logistical demands of running competitive junior and senior programs. As participation numbers climb, driven in part by the sustained visibility of the AFC Women’s Asian Cup and the legacy of the 2023 FIFA Women’s World Cup, those demands have intensified without a corresponding increase in the resources available to meet them.

“As the largest participation sport in NSW it is pleasing to see almost $600,000 will be reinvested back into supporting our players, coaches, referees and volunteers to improve the football experience across our community clubs,” said Helen Armson, Football NSW’s Group Head of Strategic Partnerships and Corporate Affairs.

The equity dimension

The distribution of the grants across 65 clubs and 69 projects also speaks to the geographic breadth of football’s footprint in NSW, and to the uneven distribution of resources that has historically characterised community sport in this country. Clubs in outer metropolitan and regional areas tend to operate with smaller budgets, older facilities and thinner volunteer bases than their inner-city counterparts. Grant programs structured around electoral allocation, rather than club size or existing resource base, provide a degree of equity that market-driven funding cannot.

The kinds of projects funded under this program disproportionately benefit clubs serving communities where the barriers to participation are highest. A club that cannot offer adequate facilities or equipment is a club that turns players away, often without intending to.

Football NSW has used the announcement to call on the NSW Government to maintain and extend its investment in the sport. “We urge the government to continue to invest in football,” Armson said, in the midst for a nation-wide push for a $343 million decade-long infrastructure fund to address the facilities gap across the state.

The nearly $600,000 secured through this round is meaningful. Against the scale of what is needed, it is also a measure of how far the investment still has to go.

LaLiga and RFEF launch RefCam in latest innovation drive

The technology made its debut in Saturday’s clash between Atlético de Madrid and Real Sociedad in the Copa del Rey final, marking the start a new era for fan experiences.

Giving the game a new perspective

With RefCam, LALIGA and the Royal Spanish Football Federation (RFEF) will provide an entirely new way to see, and experience, live football.

Javier Alberola, the referee in charge of Saturday’s final, wore a headset-mounted camera and microphone, allowing spectators a unique look into the action of elite-level football.

Furthermore, the integrated audio provides fans with better transparency over in-game decisions, a move which strengthens the connection and understanding between fans and match officials while the game unfolds.

This is not just a step forward for officiating in Spain, but the beginning of a future where innovation and technology combine to provide fans with a new way to enjoy the game.

 

The plan moving forward

With the technology taking centre stage for the first time this weekend, RefCam will continue to feature in the coming matchweeks in Spain’s top-flight division.

The current vision is for RefCam to feature in one match per matchday, including the ultimate showdown between European giants FC Barcelona and Real Madrid on Matchday 35. The best technology, for the best match-up in Spanish football.

As LALIGA begins the rollout of RefCam in the coming weeks, the potential is endless for new content and insights during live matches.

“The introduction of RefCam forms part of LALIGA’s broader strategy to keep transforming the way football is experienced, with a focus on making coverage more immersive, engaging and distinctive,” explained LALIGA via official press release.

“As well as enriching the live broadcast, RefCam opens up new opportunities across digital platforms by enabling the creation of innovative content and highlights from a truly unique viewpoint: that of the referee.”

 

Connection to the game

Indeed, the viewpoint of a referee is one which we often overlook as spectators.

As our attention is on the players, managers or on post-match highlights, we forget about the one person who sees the game closer than anyone else in the stadium.

That is what makes RefCam special. It gives us a point of view that we have never seen before.

And a new level of proximity and connection to the game we love.

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