Primeland Group-led consortium confirmed as new owners of Perth Glory

Primeland Group-led consortium takeover of Perth Glory

The Australian Professional Leagues (APL) has today confirmed that a Primeland Group-led consortium is the new owner of Perth Glory Football Club.

Within an 11-week process that started from July 2023, the APL has identified Primeland Group as the successful bidder to takeover Perth Glory’s licence and club ownership.

The Primeland Group-led consortium is headed by Robert Brij and John Nekic, who will be directly involved in the running of Perth Glory.

A business magnate, Brij is chairman of Primeland, a developer specialising in building and investing in sustainable and visionary projects.

Nekic will be the Executive Chairman-elect of Perth Glory and was involved in the bid alongside Primeland Group. John is an entrepreneur who’s been associated at various levels of Australian football for over four decades, holding a range of roles as Chair, CEO, Committee Member and Adviser.

Primeland Group is an organisation with worldwide links, having a presence in Australia, Singapore, UK, India, UAE and Europe. Their portfolio of work features real estate, hotels, business parks, luxury residential developments, private equity, movies and media production.

In an official media announcement, all key stakeholders spoke about the new era this ownership represents.

Australian Professional Leagues CEO, Danny Townsend:

“Perth Glory is one of Australia’s oldest professional football clubs and we are pleased to welcome Robert Brij and the Primeland Group to the A-Leagues as the club enters a new era.

“The incredible volume of interest during the bidding process for the licence is testament to the opportunity that exists for football in Western Australia. Together with the recent announcement of the preferred bidder for Auckland’s expansion team, the strength of interest in the A-Leagues is stronger than ever both domestically and internationally.

“We are grateful to the Western Australian Government for its strong support during this transition period and into the future. I also want to acknowledge and thank the fans for their passion for the Glory and club management, staff, players and coaches for their dedication and commitment.

“The club has been focused on their preparation for the 2023-24 season and has already kicked off the women’s season with a win in its opening game. We wish the new owners, the club and Perth Glory fans all the best for the seasons ahead.”

Perth Glory Owner, Robert Brij: 

“We are honoured to have been handed this great responsibility, acknowledging we are just the third ownership group to lead the club in 27 years.

“We believe in the potential of football, the potential of the A-League and particularly in the potential of Perth Glory.

“At its best, Glory was a representation of Perth and WA, and we are eager to reconnect, especially with the fans, and bring everyone along for the journey in what we believe will be an exciting future for the club.”

Perth Glory Chairman Elect and Owner, John Nekic:

“We are energised by the support of the WA State Government and Local Councils and their desire to engage and work with us on helping Glory realise its full potential.

“Perth Glory’s role in the history of Australian football is profound, born from the inspiration of the Perth Kangaroos, and played a key role in the formation of the A-League. We want to continue that trailblazing spirit. In the first instance, we are eager to engage, listen and understand the opportunities that exist for Glory.”

Formal completion is scheduled to take place in early November. Full licence approval is subject to successful completion of the necessary regulatory processes by Football Australia (FA).

Perth Glory’s opening match in the Isuzu UTE A-League Men is against Newcastle Jets on Sunday October 22 at 4:45pm (AWST) 7:45pm (AEDT). In the Liberty A-League Women, Perth Glory won their opening match, and will play the Newcastle Jets on Sunday October 22 at 2:00pm (AWST) 5:00pm (AEDT) in a double header at HBF Park in Perth.

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‘Wunderbar’ – FC Bayern turns to enterprise AI with Wonderful partnership

FC Bayern Munich is taking another step into the world of artificial intelligence after agreeing to a three-year global partnership with enterprise AI company Wonderful. The deal makes Wonderful the German club’s Official Enterprise AI Partner until 2029. The partnership will focus on putting AI into real-world use across Bayern’s operations, rather than limiting it to experiments or demonstrations.

AI to assists Matchday Fan Services

Wonderful’s first project will target one of the busiest and most varied areas of the club: matchday fan support. Specifically, initial implementation will be an AI agent designed to provide digital ticket support. Matchdays create a huge spike in demand for customer service for all manner of reasons: fans may struggle to access tickets, encounter account problems or need help with time-sensitive issues shortly before kick-off.

Bayern plans to use Wonderful’s technology to handle these requests faster than previously. Instead of each individual case entering a traditional support queue, the AI agent can process requests instantaneously, interacting with the club’s existing systems to hopefully resolve it. The aim is simple: get fans answers in moments, and into their seats!

The system will be integrated into Bayern’s existing technology environment – important as the AI will not operate as a separate chatbot disconnected from the club’s data and systems. It is being designed to work within the infrastructure Bayern already uses.

How Wonderful AI works

Wonderful describes its platform as an ‘enterprise AI system built to create, operate and improve AI agents.’ Those agents can perform tasks rather than simply generate text. They can work with company data, access connected systems and complete multi-step processes. The platform uses a system of reusable “skills”. Each skill can contain the instructions, tools, information and checks needed to complete a particular task. An agent can then use the appropriate skills depending on what a user needs.

For Bayern, that could mean an agent identifying that a fan has a ticket-access problem, retrieving the relevant information from the club’s systems and helping resolve the issue. Wonderful also connects its agents to existing enterprise systems. Its platform is designed to work with data platforms, customer relationship systems and other systems of record. This allows an agent to act on current information instead of relying solely on a static database.

More than a ticketing tool

Bayern and Wonderful have indicated further enterprise AI use cases will be introduced during the partnership. While customer support is an obvious starting point, AI agents could theoretically assist internal teams, automate administrative workflows or help employees find and process information.

Wonderful’s platform is designed to support customer-facing agents as well as internal and back-office workflows. It can operate across channels including chat, email and voice, giving the partnership room to expand beyond the first use case. The company also uses a deployment model built around teams working directly with organisations to put AI into production.

Bayern’s AI Strategy Enters a New Phase

The partnership signals a broader shift in how football clubs can use AI. Rather than focusing solely on analytics, Bayern is looking at AI as part of its everyday operations.

The first test will come through fan service. If the ticketing agent can reliably solve problems during the pressure of matchdays, the club will have a practical foundation for expanding AI into other areas. For the club, the biggest opportunity is therefore not one chatbot, but the creation of AI infrastructure that can support multiple parts of its organisation.

The three-year partnership gives the club and Wonderful time to develop that infrastructure. The first use case is focused and practical. The longer-term ambition is considerably broader. The next phase will be about proving that technology can make the experience better for fans while also making the organisation more efficient behind the scenes.

Football West and Keystart announce three-year grassroots partnership

Football West has secured a new three-year naming rights partnership with Keystart, strengthening commercial support for Western Australia’s grassroots football competitions.

From the 2027 season, the men’s State League will become the Keystart State League, with the partnership covering the State League Night Series, Division One and Division Two competitions across First Team, Reserves and Under 18s, as well as the State League Awards.

The partnership will also see Football West rename its annual Junior and Senior Country Week carnivals Keystart Country Week from this year. The event brings regional football associations together in Perth during the September school holidays.

Keystart CEO Mark Tomasz said the partnership would provide the organisation with an opportunity to connect with Western Australians through grassroots football while supporting its broader home-ownership mission.

“We are proud to partner with Football West and support local grassroots football,” Tomasz said.

Football West CEO Jamie Harnwell said the organisation was delighted to secure the three-year commitment, describing the partnership as an important boost for the State League and Country Week.

“These are exciting times for grassroots football in WA,” said Harnwell.

The deal gives Keystart a significant presence across senior and regional football in WA, while providing Football West with longer-term commercial backing for two key areas of the state’s football ecosystem.

Keystart, a WA Government initiative, has supported more than 126,000 Western Australians into home ownership since 1989 through low-deposit and shared-equity home loans.

Partnerships of this kind play an important role in strengthening the grassroots sporting ecosystem, providing organisations with the commercial support needed to deliver strong community participation opportunities. They also give businesses a meaningful way to connect with local communities while contributing to the long-term growth and sustainability of the sport.

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