South Hobart FC Unveil Mason Merino as 2025 Sponsor

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Image Credit: South Hobart FC Facebook

South Hobart Football Club have officially announced via social media that Mason William Merino will become the club’s front-of-shirt partner for the upcoming 2025 Australian Championship.

This marks the beginning of a proud partnership between two Tasmanian organisations united by shared values of excellence, sustainability, and community.

Mason William Merino is a premium Tasmanian apparel brand renowned for producing sustainable, ultra-fine Merino wool garments. The brand’s products are designed to perform in all environments, and are celebrated for their refined, high-quality craftsmanship. 

The collaboration brings together Tasmania’s footballing tradition and one of the state’s most respected lifestyle brands, reflecting a mutual commitment to showcasing Tasmanian innovation on the national stage. 

In announcing the partnership, South Hobart FC expressed their excitement at representing local quality and identity in the inaugural Australian Championship.

“As we compete in the inaugural Australian Championship, we couldn’t be prouder to wear Tasmania across our chests – literally,” the club wrote via social media.

The partnership will see the Mason William Merino logo displayed prominently on the front of South Hobart’s playing shirts throughout the 2025 season, as the club competes against some of the best teams in the country.

Both the club and the brand share a strong connection to Tasmania’s community and environment, both are values that lie at the heart of the collaboration.

South Hobart FC stated that they are thrilled to partner with a 100% Tasmanian-owned business that not only champions sustainability through its use of Merino wool, but also supports local sport. 

The announcement underlines the growing influence of Tasmanian enterprises in national competitions and the pride that comes with representing the island state. 

With this new partnership, South Hobart FC will proudly carry the spirit of Tasmania into the 2025 Australian Championship, both in performance and in purpose.

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Adelaide United renews StudyAdelaide partnership for Asian campaign

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Image Credit: AFC

Adelaide United has brought back a familiar commercial partner for its return to continental competition, with StudyAdelaide signing on as front-of-shirt sponsor for the club’s 2026/27 AFC Champions League Two campaign.

The partnership reconnects two South Australian organisations after StudyAdelaide previously featured on Adelaide United’s shirt during their 2010 AFC Champions League campaign.

Adelaide commenced their six-match group-stage campaign on Thursday at Hindmarsh, defeating Hong Kong’s Tai Po 3-0.

For StudyAdelaide, the value of the partnership extends beyond traditional football sponsorship. The organisation, a partnership between the South Australian Government and more than 50 education institutions, is using Adelaide United’s Asian competition to promote South Australia as an international study destination.

The club’s continental schedule provides exposure in several key Asian markets, with Adelaide travelling to face BG Pathum United in Thailand and Lion City Sailors in Singapore during the group stage.

StudyAdelaide chief executive Jane Johnston said the partnership would provide a great opportunity to connect with young people across Asia.

“Having StudyAdelaide featured throughout this international competition is a unique platform to connect with young people across Asia and highlight the many reasons South Australia is their best option to study, live and build a career,” Johnston said.

The deal illustrates how football’s international competitions can provide commercial value beyond traditional brand exposure, particularly for organisations looking to promote to a specific or new region.

The Reds’ ACL Two campaign continues against BG Pathum United in Thailand on October 15.

Liverpool announces Turkish Airlines as new main club partner

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Liverpool new stand

Liverpool FC has announced Turkish Airlines as its new Main Club Partner and front-of-shirt sponsor from the start of the 2027/28 season.

This announcement brings an end to the club’s 17-year relationship with Standard Chartered as its principal shirt sponsor.

The five-year agreement will see Turkish Airlines feature on the front of the men’s, women’s and academy team shirts from June 2027. Standard Chartered will still remain involved with the club as a Global Partner.

Financial terms have not been disclosed by Liverpool, although reports suggest the deal is worth more than $563 million across its duration, making it one of the most valuable shirt sponsorship agreements in Premier League history.

The partnership further strengthens Liverpool’s commercial portfolio at a time when leading clubs are continuing to secure record sponsorship revenues.

The agreement also reflects Turkish Airlines’ growing investment in world football, with the company already an official partner of the UEFA Champions League and sponsor of several clubs and the Turkish national team.

For Liverpool, the sponsorship represents more than a change of partners. It is only the third front-of-shirt sponsor the club has had in the Premier League era, following long-term partnerships with Carlsberg and Standard Chartered.

The move continues the club’s strategy of securing long-term commercial relationships with globally recognised brands while expanding its international reach.

The announcement comes as Liverpool continues to post record commercial revenues and reinforces the increasing value of elite football sponsorship.

With the front-of-shirt sponsor remaining one of the most sought-after assets in world sport, the agreement highlights the continued demand from multinational brands seeking exposure through football’s global audience.

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