Melbourne Victory’s three-year community strategy to improve youth football landscape

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Melbourne Victory Community Strategy
Image credit: Melbourne Victory

Melbourne Victory have released an extensive three-year community strategy with the overall goal to improve the current youth football landscape for Victorians in a multitude of areas.

Caroline Carnegie, managing director of Melbourne Victory, stated that club is with an emphasis on the importance of making football more accessible to the youth.

The executive summary explains: “Melbourne Victory has a proud history of supporting the Victorian community. We are the club for all Victorians, striving to lead, unite, connect and inspire generations through football. Although football is central to everything we do, we are more than football.”

The Strategic Plan has three pillars that centre the whole project and its philosophy:

Purpose: Melbourne Victory has an obligation to ensure football is accessible and empowering to all. We are responsible for stewarding a community that leverages football to positively impact lives.

Vision: Victory is committed to lead, united, connect and inspire generations through football. The Club will ensure every young Victorian has an opportunity to reach their potential whilst enjoying a happy and healthy life.

Mission: Creating a passionate and connected community where all people are welcome and all people belong, Melbourne Victory will actively engage disadvantaged/vulnerable Victorian youth in the development and delivery of meaningful football programs that lead to positive social impact. We will actively reduce the barriers to accessing quality football experiences, improving the overall health, wellbeing and social connectedness of young Victorians

Melbourne Victory also set concrete targets they wanted to be achieved by the end of the strategic plan in 2025. These include:

  • Increase program delivery by 50% (From 70 to 105 total)
  • Increase program participants by 50% (From 15,000 to 22,500)
  • Increase grassroots football club engagement by 10%
  • Increase school program delivery by 100%
  • Increase MVFC football pathway program delivery by 33%
  • Increase female participation by 166%
  • Increase CALD program delivery by 50%

The club also is focusing on four strategic priorities in order to efficiently use their resources and ultimately have the greatest impact they can on the progression of the young kids into adulthood. These are:

Participation

Increasing opportunities for people unfamiliar with the game of football to participate as a coach, player, administrator, volunteer or fan in the club’s attempt to provide an enjoyable experience for Victorian youth.

Education

Melbourne Victory support the development of skills for wider learning, work and life. They will leverage the beautiful game to encourage vulnerable youth to better engage with their education.

Gender Equity

Victory will support representatives of LGBTI+ communities in breaking down cultural barriers and making football a safe environment for all. They will also be providing accessible, welcoming and enjoyable opportunities for girls to play, coach and watch football.

Cultural Diversity

Victory want to celebrate and welcome the many cultures seen in Victoria using football, the global sport. Providing a safe space is important in growing the multiculturalism in the game amongst the youth.

The club in the community strategy suggest that whilst there is a clear rationale for each of the four priorities, they will combine them all in their programs.

Victory are also going to monitor the overall results of their football programs by following seven critical factors. These will be in addition to the targets set already for the three-year span of this project.

  • MVFC club culture and operations embedded in its community programming sector
  • Financial sustainability to help reduce costs for participants to play locally
  • Program design and relationship building with the Victorian community to deliver programs to clubs and areas that need it the most
  • Networking and keeping positive relations with key stakeholders like the federal and state governments, schools and grassroots clubs
  • Program delivery being at an elite standard
  • Workforce capacity amongst the community programs
  • Evaluation through quantitative and qualitative feedback to determine success.

It’s great to see an A-League club like Melbourne Victory take initiative in providing support and resources for the youth and future of football in this state and the country, an area that does need more focus if Australia want to sustain a healthy relationship with the sport for generations.

To see the Community Strategy in full, click here.

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Melbourne Victory and BYD drive innovation through new major partnership

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Image Credits: Shutterstock

Melbourne Victory has officially welcomed BYD as a Major Partner and the Club’s exclusive Motor Vehicle Supplier for the next 12 months. At a partner launch bringing together the two organisations, the focus is on building around innovation, growth and a drive for success. The partnership will place BYD at the centre of Melbourne Victory’s fan experience. The brand will feature on the front of both the A-League men’s and women’s home and away jerseys. This gives BYD a strong presence across matchdays, broadcasts and digital content throughout the season.

The partnership extends well beyond the playing kit. BYD will be integrated across Melbourne Victory’s media, Academy and community assets. The two organisations will also collaborate through Member and pathways programs. This creates opportunities for BYD to connect with Victory supporters across multiple touchpoints.

For BYD, the partnership provides a direct connection with Melbourne Victory’s growing supporter and member base. The automotive brand has built a rapidly expanding presence in Australia and New Zealand. Its partnership with Victory provides another platform to build awareness and engage with Australian consumers. BYD Australia Chief Operating Officer Stephen Collins said the alignment between the two organisations was a key factor behind the deal.

“At BYD we’re enormously excited to welcome the Melbourne Victory into the BYD family as an exclusive automotive partner,” Collins said.

“What really appeals to us was the culture of innovation and the hunger for success.”

That alignment is reflected in the way the partnership will operate. BYD will not simply appear on Melbourne Victory assets. The brand will be connected to the Club’s members, fans, business network, pathways and community programs. Melbourne Victory Managing Director Caroline Carnegie said the partnership reflects a shared ambition for continued growth. She also highlighted the organisations’ common focus on leading, connecting and inspiring their communities. Together, Melbourne Victory and BYD will bring the partnership to life across matchdays, media, community initiatives and supporter experiences throughout the 2026-27 season.

Episode 4: “You could have sold it out twice”: Peter Filopoulos on why unification is the way forward

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PETER FILOPOULOS sees Saturday’s Australia Cup final between Melbourne Victory and South Melbourne Hellas as a ‘unification event’ that must be harnessed as a window to the future – rather than a means of stirring up old division – if Australian football is to progress.

“This game sold out organically, and having run marketing, corporate affairs and communications at Football Australia previously, I don’t think they would have needed to spend one single dollar on marketing,” Filopoulos told Soccerscene Unfiltered.

“You could have probably sold it out twice! This tells me it’s the sort of product the fans want; it’s authentic and taps into the new and the old, and demonstrates culture as a real asset. You couldn’t have scripted it better.

“If I was in a decision-making position at the A-League, I’d be looking very closely at why fans have responded in such an emphatic way.”

Filopoulos has seen it all across his near-35 year career in sports administration, which by his calculation has been split evenly inside the Australian football tent and outside it – but when outside, always with at least one eye glancing back.

Fifteen years across AFL clubs Hawthorn & North Melbourne as that code moved from a financially traumatic 1990s into a wealthier new millennium; five years at Football Australia: ‘easily the most transformative period for Australian football in its history’; stints with Etihad Stadium and even a period ‘completely out of my comfort zone’ at Swimming Australia.

There’s been crisis management, stepping in as Perth Glory CEO after the 2015 salary cap scandal; he’s seen the A-League’s boom times under the Lowys & Fox Sports’ 2018 broadcast deal; he’s enjoyed the euphoria of the 2023 Women’s World Cup in Australia and New Zealand.

But all stems back to the National Soccer League and South Melbourne Hellas, and his bold decision to take on the Club’s inaugural general manager position in December 1993, aged just 25.

“I wasn’t ready… but what it taught me is when an opportunity is presented to you, just say ‘yes’ and work out how to do it later. I’ve used this throughout my career, and that was one of those instances where I threw myself in the deep end.

“I had my career mapped out, and was working quite happily in accounting. But I was a passionate fan and having grown up at the old Middle Park, it was a natural ‘yes’ – and I was young enough to take a risk.”

With today’s A-League financially ailing and great clubs of yesteryear enjoying what Filopoulos terms a ‘renaissance’ – and agitating as vociferously for a return to the top flight as at any point since the demise of the NSL – he feels it is again time for bold leadership, and a little risk.

“You can have all the ambition in the world, and in being part of a club, you’re a custodian. But as I’ve always seen it, you need a sustainable commercial model: sound ownership, sound facilities, revenue, etc…

‘But you also need to understand how to tap into that asset of culture. What we’re seeing with the Australia Cup final is a result of culture, right? You need to create it amongst your fans, and know who your fans are, and tell them what you’re striving for. Bring them along on the journey!”

Catch the full chat with Peter Filoupolos on Soccerscene Unfiltered: from ‘eyeballing’ Frank Arok and backing Ange Postecoglou, overcoming resource challenges at Football Victoria, to the rise of the Matildas, and plenty more…

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