Scottish Football Marketing changes the game

Staff Writer
Scotland National Team
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The Scottish FA, Scottish Professional Football League (SPFL), and Scottish Women’s Premier League have united to form Scottish Football Marketing.

The nation’s three bodies will oversee a centralised commercial hub that boosts the profile of their national game.

Scottish Football Marketing will look for talented and ambitious commercial professionals to be based at Hampden Park, reporting to a commercial board. The key objectives will be Scottish football’s brand awareness and increasing revenues from enhanced data collection, sponsorship and licensing for the sport.

Scottish Football Marketing is a result of SPFL’s key pillars from their strategic review, approved earlier this season. That review was driven by the late Ron Gordon of Hibernian and involved Aberdeen, Celtic, Hearts and Rangers.

There is also a process of finding a Commercial Director for Scottish Football Marketing, with applications being sorted and an announcement to follow.

Scottish FA Chief Executive Ian Maxwell said via press release:

“Scottish football offers a compelling and unpredictable narrative on the field. We believe it is time to work smarter off the field, in an increasingly competitive marketplace, to reinforce the magic of our national game.

“We have seen similar models work well in football and across sport and entertainment and want to make sure Scottish football is as attractive as possible to fans of all ages, with an offering that will be attractive to new sponsors and partners.”

SPFL Chief Executive Neil Doncaster added via press release:

“During the pandemic, the whole of Scottish football worked in unison and the daily meetings of the Joint Response Group were vital in ensuring that clubs emerged intact from the huge challenges posed by Covid.

“That model, bringing together the considerable resources, skills, and energy of the entire sport, showed how much more we can achieve when we all pull together.

“The SPFL recently announced record turnover and record fees returned to our 42 clubs. The creation of Scottish Football Marketing gives the game a major strategic advantage in developing new and attractive commercial propositions which will, in turn, further increase revenues for the benefit of fans and clubs alike.

“Ron Gordon was a driving force of the Scottish Football Marketing project and we hope its creation will be a legacy of his all-too-short time in Scottish football.”

SWPL Managing Director Fiona McIntyre said as per statement:

“The SWPL has come a long way in a very short space of time, and underpinning this early progress has been a culture of collaboration across SWPL clubs, the SPFL, and the Scottish FA. In our first season of existence, we have already created record-breaking partnerships with Sky Sports, BBC Scotland, BBC ALBA and Mitre.

“Scottish Football Marketing is an innovative and exciting development for Scottish football and our involvement will further strengthen elite women’s football in Scotland – and accelerate the growth of the women’s game in this country.”

Scottish Football Marketing is an ambitious step from the SPFL, one that unites all key decision makers and aligns future promotion opportunities both in their homeland and abroad.

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Central Coast Mariners Women secure future under Holman Barnes Group

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Image Credits: Central Coast Mariners

The future of the Central Coast Mariners Women has been secured after the Holman Barnes Group (HBG) reached an agreement to become the new operator of the club’s A-League Women program. The deal ends uncertainty surrounding the team’s participation in the 2026/27 season.

The agreement between HBG, the Australian Professional Leagues (APL) and Total Soccer Growth Holdings (TSG) ensures the Mariners will remain in the Ninja A-League Women competition. It also introduces a new operating model designed to provide long-term stability.

The uncertainty emerged following TSG’s acquisition of the Central Coast Mariners’ men’s side and academy in June. The women’s program was excluded from the original takeover. TSG already owns English football side Queens Park Rangers (QPR) and MLS club Los Angeles FC. The omission placed the future of the 2025 A-League Women champions in doubt. It also prompted the APL to seek a sustainable solution ahead of the new campaign.

A new operating model

Under the new arrangement, HBG will oversee all operational aspects of the women’s team. This includes the football program, staffing and day-to-day management. TSG will retain the club licence and continue overseeing the men’s program and academy. It will also support the women’s operation through its broader football network.

The agreement represents an innovative partnership between the three organisations. It has been designed to strengthen the long-term sustainability of professional women’s football on the Central Coast. HBG’s plans extend beyond the senior team. They include a strong focus on developing participation pathways and creating greater opportunities for female footballers throughout New South Wales.

Attention turns to the new season

The transition comes at a crucial time with preparations for the 2026/27 Ninja A-League Women season underway ahead of its October 16 start. The new operators are expected to begin managing the program immediately. This remains subject to the completion of the remaining regulatory processes. The team currently has no sponsors and games are expected to be moved away from Central Coast Stadium.

The A-League had previously set a July 31 deadline for new owners to be found to secure a place in the upcoming competition. With that now achieved, HBG will be on the clock to ensure the season begins without disruption and becomes a commercial success.

For the Central Coast Mariners Women, the agreement delivers certainty after a turbulent off-season. It also allows the club to shift its attention to the 2026/27 campaign and the team’s on-field performance.

South Melbourne’s Australia Cup triumph reignites promotion and relegation debate

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Image Credit: The Greek Herald

South Melbourne FC’s dramatic 2-1 victory over Adelaide United in the Hahn Australia Cup Round of 32 has reignited debate around promotion and relegation in Australian football, with Co-President Bill Papastergiadis stating the result is further proof that ambitious National Premier Leagues clubs deserve a pathway to the top tier.

The Victorian powerhouse produced one of the competition’s biggest upsets at Lakeside Stadium, overturning an early deficit to eliminate the Isuzu UTE A-League side and secure a place in the Round of 16.

While the result was celebrated as another example of the magic of the Australia Cup, Papastergiadis believes the victory carries a much broader message about the strength that exists outside Australia’s professional league.

Speaking following the win, Papastergiadis said South Melbourne’s performance demonstrated why the Australian football landscape should move towards a connected pyramid featuring promotion and relegation.

“The result was South Melbourne FC’s revenge 22 years in the making,” Papastergiadis said.

“It also demonstrates that clubs in the National Premier Leagues have the quality, professionalism and ambition to compete with A-League opposition when given the opportunity.”

For years, South Melbourne has been one of the strongest advocates for structural reform within Australian football, consistently calling for an open pyramid that rewards sporting merit rather than maintaining a closed league system.

Papastergiadis argued that Australia Cup fixtures continue to showcase the depth of talent throughout the domestic game, with NPL clubs regularly proving they can challenge and defeat professional opponents despite operating with significantly fewer resources.

He believes these performances should not simply be viewed as isolated “cupsets”, but as evidence that Australia’s football ecosystem is ready to embrace a promotion and relegation model that provides ambitious clubs with a genuine pathway to the top flight.

The result against Adelaide United adds another significant chapter to South Melbourne’s storied history. One of Australia’s most successful clubs, South Melbourne has long maintained aspirations of returning to the national stage, backed by a passionate supporter base, strong infrastructure and a proud footballing tradition.

For Papastergiadis, victories such as Thursday night’s reinforce the argument that clubs should earn opportunities through performances on the pitch.

“The Australia Cup continues to show what’s possible when clubs from different levels of the football pyramid compete against one another,” he said.

“Our football should be built on opportunity and merit. Clubs that perform consistently and invest in their communities should have the chance to progress to the highest level.”

South Melbourne will now turn its attention to the Round of 16, where it will look to continue its impressive cup run.

Beyond the result itself, however, the victory has once again fuelled discussion around the future of Australia’s football structure and whether the growing strength of clubs outside the A-League should accelerate the push towards a fully connected national competition.

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