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.