Off the Pitch Podcast: Shepparton Cup’s Incredible $5 Million Community Impact

On Episode 15 of Soccerscene’s Off the Pitch Podcast, it was a Shepparton Cup special with Australian Football Skool Director Rolando Navas and Mayor of Greater Shepparton Shane Sali on the eve of the 2025 Shepparton Cup.

On the topic of tourism and the economic impact of the event, the annual Shepparton Cup is the region’s most lucrative and popular event, amassing over 12,500 visitors and generating $3-4m in revenue in the 2024 edition of the cup.

Shane Sali discussed the importance of football and the cup in the Greater Shepparton region for tourism.

“We have a strong multicultural community and a lot of people have grown up playing football. People have migrated and really contributed to the sport over here and it’s a sport that’s been very active in an around Greater Shepparton,” he said.

“When you come to the event and get that warmth that we want to provide, not only to the people hosting the event, but the visitors , we hope you can leave with a smile at the end of it and encourage family and friends to come back.”

Sali continued to speak about the impact it has on local businesses and the great feeling of seeing the town’s buzz during the weekend.

“We like to position Greater Shepparton as a really prominent regional city and we feel like we’ve got a role to play in economic activity for surrounding communities.”

“As Rolando mentioned, with the visitation that comes with this event, you’re getting close to 15,000 people in and around the town. I can’t believe we have the facilities to cater for that,” he said.

“This is the biggest sporting weekend we have in and around Greater Shepparton and it will generate well over $5m for our local economy.”

This upcoming weekend, the 2025 Shepparton Cup is predicted to become the largest weekend junior football tournament in Australian history, and the sheer scale of the event will have a lasting impact on the local community.

Click hear the full Shepparton Cup special, on Episode 15 of Soccerscene’s Off the Pitch Podcast – available on all major podcasting platforms.

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Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Arsenal FC announce Saint Lucia as new destination partner

Starting in the 2026/27 season, the deal will see Saint Lucia become Arsenal‘s Official Destination Partner.

 

Global reach of a football giant

As one of the most popular clubs in the world, Arsenal’s influence expands far beyond the boundaries of North London.

And with its latest partnership, alongside the Saint Lucia Tourism Authority (SLTA), the reigning Premier League champions will help to promote the Caribbean island to the UK market.

Furthermore, the agreement will see additional benefits for both parties, including the development of an Academy Hub in Saint Lucia, brand visibility at the Emirates Stadium for both Premier League and Women’s Super League games, and more.

“We are entering an exciting term as Arsenal’s Official Destination Partner, aligning with a club that has a loyal, global supporter base,” said Saint Lucia’s Minister for Tourism, Commerce, Investment, Creative Industries, Culture and Heritage, Dr. Ernest Hilaire via media release.

A partnership extending from one side of the Atlantic to the other, uniting communities through football.

 

Sport and culture go hand-in-hand

This isn’t the first time, however, that Saint Lucia Tourism Authority has ventured into the commercial world of global sport.

In the past, for example, the organisation built firm relationships with several other iconic outfits including the New York Yankees (baseball), Toronto Raptors (basketball), Toronto Maple Leafs (ice hockey) and Brooklyn Nets (basketball).

But with an iconic club like Arsenal the latest addition to the lost, it further proves that sport, culture and commerce are by no means seperate entities.

In fact, in a deal such as this, all three can grow and thrive.

Arsenal are one of several clubs to establish ties with tourism boards and destination groups across the world. Notable partnerships include:

  • Manchester City and Visit Abu Dhabi
  • Fulham FC and Visit Mongolia
  • Manchester United and Visit Malta

Exposure for international tourism boards at Premier League grounds holds immense economic potential, thus a key aim in the alliance between Saint Lucia and Arsenal is to drive the island’s economy through tourism.

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