Melbourne Knights to kick-start NordVPN’s ventures in the Australian football market

Melbourne Knights FC have announced their latest partnership with one of the world’s leading VPN providers, NordVPN.

Established in 2012, NordVPN is a Lithuanian VPN service that aims to provide secure and private access to the internet. It works by enveloping all of your online activities in a layer of encryption and hiding information about your virtual location.

This enables users to stay invisible to hackers, your internet service provider (ISP), governmental agencies and others from looking while you’re browsing the net. NordVPN also protects data such as bank details from potential attacks.

NordVPN has partnered with many clubs in Europe – such as Rangers, Atlético Madrid and Barnsley – and now they are venturing out to clubs around Australia.

Speaking with Soccerscene, Head of Commercial Operations at Melbourne Knights FC, Ange Hrastov, and NordVPN Country Manager for Australia and New Zealand, Ian Wheller, discuss the early discussions between them, the main outcomes from this partnership and potential collaborations between the pair in the future.

What were the early discussions like between NordVPN and the Melbourne Knights?

Ange Hrastov: NordVPN reached out to us and sent the Club an email, just asking whether we were interested in partnership opportunities with NordVPN.

It was right in the middle of all our other sponsors and at the time we were doing our season launch. We got back to NordVPN and said we’re always open to partnership opportunities as we’ve done with others.

We also asked them for a little bit of clarity on what they wanted and what the opportunity represented.

So that’s when I got a hold of Ian and both of us had a chat and he explained a couple of ways you can go; you can get a percentage of each subscription that they get, or we can get a flat fee. So, we chose the flat fee with them and that’s how it was.

As a Club, we’re just looking for opportunities to expand our network and our business partner base. We also saw it as an opportunity to be able to offer to our members, particularly our younger ones, who are more tech savvy and something that could benefit them in conjunction with being associated with the Club.

Ian Wheller: NordVPN reached out directly to Melbourne Knights. Australia is a relatively mature market for NordVPN, but local sports clubs are an area where we’ve seen great success in European markets that we want to try and replicate here.

We’ve had success with top-tier clubs such as Rangers FC and Barnsley FC, all the way down to the lower leagues, showcasing growth opportunities.

What were the main outcomes for both parties in this partnership?

Ange Hrastov: From our perspective at Melbourne Knights, our sponsor base and our business partner base have been pretty much the same businesses, and that’s been the case for many years now.

I came into it saying that we actually do need to start to expand our business partner network. We were looking for business partners that could also contribute in terms of their business experience, knowledge and acumen towards the future success of our club as much as any financial benefit we obtain from such partnerships.

It’s not just about the dollars, we wanted to see how the two businesses could coexist and work together. One of the things that they did before we made any decisions to partner with NordVPN is they pointed us in the direction of what they’ve been doing in the UK with football clubs.

It was Ipswich Town that they have a partnership with over in the UK in the Championship, and I looked at the website and it appeared a good fit. They seem to have a healthy partnership and relationship with Ipswich Town, and we thought why not give it a crack?

This is an opportunity that takes us into areas that we haven’t worked with before and to partner with someone where we give back to our members, it is a partnership where our members can tangibly gain from it.

Ian Wheller: Due to our successful partnerships in Europe with football teams, we’ve decided to follow a similar trend in Australia due to the closely aligned love for the game. Bringing it back to Melbourne Knights specifically, we purposely targeted the lower leagues to begin with to understand growth appetite and partnering with the Melbourne Knights is a great way for us to support the local community.

We are looking to grow brand awareness and subsequent customer subscriptions off the back of the Melbourne Knights sponsorship and the plan is to roll this out nationally to clubs that we see are a good fit.

Are there any future collaborations being discussed after the agreement of this partnership such as jersey and pitch sponsorships?

Ange Hrastov: At the moment, there have been very limited discussions and we’re at very early stages. We will need to see how it goes for both them and us in terms of what kind of return they get for what they’re doing.

Let’s show them what the outcome can be and how successful it can be and from that point, then we can start talking about further opportunities that we can look at with NordVPN.

Let’s walk first, then once we’ve established a relationship, we’ll start running later.

Ian Wheller: We are starting light when it comes to sponsorships across Australia. Both pitch and jersey sponsorship are positive for the future, our current approach will allow us to test different strategies.

Due to this partnership between the Melbourne Knights and NordVPN, fans have been given an exclusive offer when they sign up with NordVPN. The offer is a 72% discount off monthly plans and a Saily eSim for those who are planning to go overseas.

For more information, visit the article about the partnership on the Melbourne Knights website.

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PFA issues legal threat to Premier League over new financial rules

The Professional Footballers’ Association (PFA) has issued a legal threat to the Premier League, warning of potential legal action if new financial rules are passed without union consultation and approval.

The PFA alleges that the league and its clubs have deliberately withheld critical information about the proposed squad cost rules (SCR) and top-to-bottom anchoring (TBA). These changes, according to the union, could severely impact player wages and club finances.

Legal Warning Over SCR and TBA

The Premier League and its 20 clubs voted on the proposed rules during a meeting on 13 February. In a letter addressed to the league and its stakeholders, the PFA’s legal team stated they “anticipate being instructed to commence legal proceedings” if the rules are approved without adequate consultation with the union.

The union has demanded a written guarantee from the league by 4 pm on 11 February, confirming its intention to fully consult the PFA on the matter. Failure to do so will also trigger legal action.

The PFA described the proposed squad cost rules and top-to-bottom anchoring system as “fundamentally flawed” and expressed deep concerns about their potential consequences for players and clubs alike.

What Are the SCR and TBA?

The squad cost rules (SCR) would limit clubs to spending a maximum of 85 per cent of their revenue on squad-related expenses, aligning with similar rules introduced by UEFA. From next season, UEFA plans to reduce its revenue-to-spending cap to 70 per cent for clubs involved in its competitions.

The top-to-bottom anchoring (TBA) system, however, is more contentious. It would enforce a strict cap on how much a club can spend on squad costs, calculated as five times the amount received by the club earning the least from central Premier League funds.

Critics, including the PFA, argue that TBA effectively introduces an indirect cap on player salaries. Some clubs, such as Manchester United and Manchester City, have also expressed opposition to the proposal, fearing it would weaken their ability to compete with elite European teams.

Accusations of Withholding Information

The PFA has accused the Premier League of failing to follow proper consultation protocols, which are required for any matters impacting player wages or conditions.

Under the rules, the Premier League and English Football League (EFL) must consult with the PFA through the Professional Game Negotiating and Consultative Committee (PFNCC). Any changes that affect players cannot proceed without the union’s agreement.

However, the PFA’s lawyers, Mills and Reeve, claim the Premier League missed its own deadline to provide an updated version of the SCR before Christmas. Instead, clubs received the document on 9 January—too late for meaningful discussions during a PFNCC meeting held on 8 January.

The union further alleges it only received the full 87-page SCR manual after an ad-hoc PFNCC meeting on 20 January, despite indications that clubs had access to the document as early as July last year.

PFA’s Position on the Financial Rules

The PFA remains firmly opposed to the introduction of TBA, stating it imposes an unnecessary cap on player wages under the guise of financial regulation.

The union believes such measures are not only unfair to players but also risk undermining the competitiveness of Premier League clubs on the international stage.

In their letter to the Premier League’s legal team at Linklaters, the PFA’s lawyers described the handling of the proposed financial rules as “flagrant breaches” of the league’s obligations to consult with the union.

As the 13 February vote has taken place, the tension between the PFA and the Premier League appears to be escalating, with the prospect of legal proceedings looming should the union’s demands for consultation remain unmet.

Australian Championship set to revolutionise domestic football

Football Australia has unveiled the “Australian Championship,” a groundbreaking new competition that promises to reshape the nation’s football landscape.

Officially launching in October 2025, the Championship will serve as a vital bridge between state-based competitions and the Isuzu UTE A-League Men’s system, bringing clubs, players, and communities closer together.

This announcement comes on the heels of the October confirmation of the National Second Tier (NST) format, marking a significant milestone in Australian football.

The Australian Championship will provide a national platform for clubs and players to showcase their talent while fostering stronger connections with fans and communities across the country.

Competition Format and Vision

The Australian Championship will feature 16 teams competing in a dynamic format designed to balance competitive integrity and fan engagement. The competition will include:

Group Stage: Four groups of four teams playing home-and-away fixtures.

Elimination Finals: The top two teams from each group advancing to knockout rounds.

Grand Final: The inaugural champion to be crowned in December 2025.

This structure highlights Football Australia’s ambition to create an inclusive, exciting, and commercially sustainable competition that celebrates the depth of Australian football talent.

Football Australia Chief Executive Officer James Johnson spoke on the importance of this announcement for the future of Australian football.

“The Australian Championship is much more than a competition – it’s a national celebration of football; uniting proud historic clubs, emerging talent, and inter-generational community connection. It reflects the core values of Australian football: authenticity, opportunity, and ambition,” Johnson said in the press release.

“This competition will complement the A-League, NPL, and Hahn Australia Cup, providing a connected, meaningful pathway for players and fans alike. Today’s brand launch is a statement of our commitment to grow domestic football in Australia and unlock its full potential.”

Founding Clubs and National Representation

The competition will include eight Foundation Clubs with storied histories, such as APIA Leichhardt FC (NSW), Avondale FC (VIC), Marconi Stallions FC (NSW), Preston Lions FC (VIC), South Melbourne FC (VIC), Sydney Olympic FC (NSW), Sydney United 58 FC (NSW), and Wollongong Wolves FC (NSW), representing some of the strongest footballing traditions in the country.

Joining them will be eight Member Federation clubs drawn from the National Premier Leagues (NPL) across all states and territories.

This model ensures representation from every corner of the national football community, giving grassroots and state-level clubs an opportunity to compete on a larger stage.

Core Pillars of the Australian Championship

The Australian Championship aims to unite Australian football under the following key values:

Authenticity: Honouring historic clubs, iconic venues, and long-standing rivalries.

Discovery: Showcasing emerging talent and rising stars from across the nation.

Connection: Strengthening ties between grassroots, state competitions, and professional pathways.

Pride and Belonging: Celebrating football’s ability to bring players, fans, and communities together.

A New Era for Australian Football

With its launch, the Australian Championship is set to redefine the country’s domestic football ecosystem, creating new opportunities for players, clubs, and fans. Football Australia’s initiative reflects a commitment to building a thriving national competition while staying true to the rich heritage and passion that underpin Australian football.

As October 2025 approaches, anticipation will only grow for what promises to be a transformative moment in the nation’s sporting history.

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