Melbourne Victory in historic partnership with Ultra Football

Matthew Badrov28/02/2022 5:55 am27/02/2022

Melbourne Victory have announced a historic new partnership with Ultra Football which will see them become the Official Retail Partner for the club.

Ultra Football, Australia’s most iconic football retailer, will work alongside Melbourne Victory to develop its retail and e-commerce operations, as well as an in-shop experience at their Abbotsford store.

The partnership will also see Ultra Football use their expertise in the football retail space to contribute to the Club’s kit and merchandise designs, with the aim to create the most iconic football range in Australia.

Melbourne Victory Managing Director Caroline Carnegie spoke on her excitement at being able to work with Ultra Football to deliver the best retail experience for Victory fans.

“We’re incredibly excited to be teaming up with Ultra Football and to cater for our fans like never before,” she said.

“Ultra Football have become the retail home of football in Australia and we’re proud to be working with them to execute a range of initiatives including our in-shop experience, online retail store and retail range, on-field and off, that will appeal to not only Melbourne Victory fans, but football fans in general.

“This is a unique partnership that will bring together two of the country’s biggest football brands who have an ambition to set the standard for football merchandise.”

Ultra Football General Manager Matthew Adams is looking forward to exploring the opportunities with Melbourne Victory.

“Ultra Football is a brand built from the voice of fans. This unique partnership will bring creativity and a premium experience to the Club we believe has the best fans in Australia,” Adams said.

“We’re looking forward to collaborating with Melbourne Victory and creating an experience that hasn’t been seen in Australian football.”

Ultra Football has collaborated with Melbourne Victory on a special FFA Cup range and will launch the Club’s Asian Champions League jersey offering.

Melbourne Victory’s new online store and Ultra Football’s in-store experience is set to launch sometime in March.

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Football NSW 2025 Registrations Surge as Season Approaches

Noah Coopey19/03/2025 6:30 am18/03/2025

Image credit: Football NSW website

Football NSW community registrations have rocketed beyond the 200,000 marks, keeping pace to eclipse the record numbers set in 2024, as the code’s popularity continues to boom across the state.

Australia’s most populous state has been breaking records the last couple years with rising participation numbers. This year continues to solidify that trend.

Junior participation is leading the charge with more than 115,000 children aged 5-12 already signed up with local clubs as the winter football season draws near.

This sustained growth follows an exceptional 2024 season that witnessed a 9% increase in overall player registrations, with female participation skyrocketing by an impressive 17%.

Football NSW CEO John Tsatsimas was particularly proud with the increased junior and female representation.

“It’s pleasing to see the healthy number of juniors registering for the upcoming community football season,” Tsatsimas commented via official Football NSW Press release.

“It’s equally great to once again see female participation at the forefront of our growth.

“Our club volunteers and Associations have done a tremendous job in overseeing registrations within their local communities and we’re looking forward to seeing the new season get underway in April.”

Not just grassroots football in NSW, but nationwide, football participation has seen huge growth in youth and female participation.

A strong NSW football environment at the forefront of this surge is key to maintaining and cultivating participation.

Though with every increase in participating numbers, the community-based clubs bear the brunt of more demand.

Now more than ever, associations and clubs need sufficient support from the state Football federation if they want to continue these exciting results.

Though time will tell how much of an increase in players there will be, the report is promising.

How to maintain the players and bring more into the footballing community in the coming years will be the next big questions for all levels of football in the state and in the country.

Liverpool FC and Adidas Reignite Partnership

Kristy Nicolaou19/03/2025 6:15 am16/03/2025

Image Credit: Liverpool FC website

Liverpool FC and Adidas have announced a new multi-year partnership, agreeing to the return as the club’s official kit supplier from August 1, 2025.

This renewed collaboration with Adidas will see the iconic brand supply match kits, training gear, and culture wear for the club’s men’s, women’s, and academy teams, as well as LFC Foundation staff.

This alliance marks the revival of a storied relationship, with Adidas having previously provided kits during some of the Reds’ most successful eras.

Liverpool CEO Billy Hogan commented on the importance of this partnership and what it means for the club.

“Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time,” he said via press release.

“Adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on-pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”

The initial collaboration from 1985 to 1996 saw Liverpool secure multiple domestic league titles and FA Cup victories, while the subsequent partnership from 2006 to 2012 delivered further silverware, cementing adidas as a fan-favourite kit provider.

Adidas CEO Bjørn Gulden expressed his excitement for the returning collaboration.

“We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base,” he said via press release.

“The jerseys worn during previous partnerships are some of the greatest ever created.”

With the three stripes returning to Anfield, excitement is building ahead of the unveiling of Liverpool’s new home and away kits.

The designs will be officially revealed through Liverpool FC and adidas channels, with fans able to purchase the fresh range from the start of August.