South Melbourne FC land important sponsor in Directed Group

In a significant boost ahead of their National Second Division (NSD) campaign, South Melbourne FC has secured a major partnership with technology giant Directed Group for the 2025 season.

The partnership sees the consumer electronics and enterprise technology leader join forces with one of Australia’s most decorated football clubs, bringing their extensive portfolio of brands including Eufy, Anker, Disney and Playermaker to South’s high-performance program.

With this partnership, South Melbourne FC will implement Playermaker’s cutting-edge motion-tracking technology, a system currently used by elite clubs worldwide, to enhance player development and performance monitoring across their football department.

South Melbourne FC President Nicholas Maikousis praised the collaboration’s potential.

“I am excited with this and I am confident of a long-term relationship, Directed is a global brand at the forefront of technology, and their values align with ours as we look to evolve our club and continue to be at the forefront of what we do,” explained Maikousis via South Melbourne FC official press release.

“Innovation and excellence are key pillars of South Melbourne FC, and we are proud to partner with an organisation that shares this vision.”

The confirmation comes at a crucial juncture for one of the strongest clubs in Victorian NPL and a key member of the new National Second Division commencing in late 2025, with Chairman Bill Papastergiadis highlighting its significance.

“It is a historic day for the Club as we embark on the National Second Division, To have Steve Siolis and Directed as a major partner in this journey is a great coup for the Club,” Papastergiadis clarified via South Melbourne FC official press release.

“Directed is a trusted organisation, and Steve is also a great friend with terrific qualities. Football is being reinvigorated in Australia with the new league, and we have a great partner with us in this journey. I am thrilled Steve will be with us on this journey.”

For Directed Group founder and CEO Steve Siolis, the partnership marks a return to familiar territory.

“It’s great to be sponsoring South Melbourne again, South Melbourne FC has a proud history of success over the journey, and we’re excited to be part of its future. The club’s ambition, professionalism, and commitment to excellence align perfectly with our values at Directed,” Siolis remarked via South Melbourne official press release.

“Directed and South Melbourne FC are aligned in more than passion for the game. We both put high value on innovation, improving performance, success and community involvement. There’s a real energy around the club right now.” “From the players to the fans, there’s a sense of momentum and a drive for continued growth. We’re proud to support this iconic club and look forward to what’s ahead.”

The collaboration is set to showcase various brands from Directed extensive portfolio throughout the season, reinforcing both organisations’ commitment to innovation and sporting excellence.

Gaining such a reputable sponsorship speaks volumes about South Melbourne FC’s reputation and business ingenuity, it also indicates that strong sponsorships and investment opportunities are available for many NSD clubs.

The partnership also brings more credibility to the plan of a strong, well-sponsored second division that can benefit the restructuring of the Australian Football Pyramid.

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The Man Who Built a Women’s Football Program from Nothing is now an Award-Winning Gender Equity Leader

Eight years ago, Spring Hills Football Club did not have a girls’ team. Today it has one of the most recognised women’s programs in Melbourne’s west, a senior NPLW side, and a head coach who has just been named Gender Equity Leader of the Year at the Melton City Council Volunteer Achievement Awards.

Tom Markovski, Spring Hills’ NPLW Head Coach, received the award at a ceremony coinciding with National Volunteer Week, recognised for his community leadership, promotion of gender equality and commitment to advancing the status of women and people of all genders in sport. The recognition comes from outside the football community entirely, awarded by a local council celebrating volunteers across every sector of civic life in one of Melbourne’s fastest-growing regions.

Building from scratch

When Markovski arrived at Spring Hills, women’s football at the club did not exist. His first act was to champion the establishment of the club’s first all-girls team, a process that required persuading a club culture built around men’s football that the investment was worth making.

Women’s football in community clubs has historically struggled to access the same facilities, scheduling priority, coaching resources and institutional support as the men’s game. Clubs have been slow to invest in programs whose return is less immediately visible than a senior men’s premiership, and in a growing outer-suburban community like Melton, where volunteer capacity is finite and demand across every program is high, the case for building something new always has to compete with the urgency of maintaining what already exists.

Markovski made the case anyway, and kept making it across eight years of coaching senior and junior NPL teams while simultaneously building the structural foundations of a women’s program designed to outlast any individual’s involvement. The club’s first all-girls team became multiple junior girls teams. Those junior teams created the pipeline for a senior women’s side. The senior women’s side created visible pathways for younger players to see where the game could take them within their own club.

The outcome is a program that Spring Hills now holds up as central to its identity rather than supplementary to it. The club has become a leader in female participation in Melbourne’s west, and recently made history within the NPLW Victoria structure by fielding junior teams coached entirely by female coaches, a milestone that reflects the depth of the program Markovski helped build.

What the Award Recognises

The Melton City Council’s decision to name Markovski its Gender Equity Leader of the Year places his work in a frame that extends beyond football. Melton is one of the fastest-growing local government areas in Australia, a diverse and rapidly expanding community where the institutions that bring people together, like schools, councils, sporting clubs, carry an outsized responsibility for social cohesion.

Mayor Cr. Lara Carli, speaking at the awards ceremony, reflected on the role volunteers play in communities like Melton’s. “Volunteering creates friendships, strengthens communities and builds a sense of belonging,” she said. “It helps people feel connected, supported and valued, and those things are more important than ever in a growing and diverse community like ours.”

For the girls now playing football at Spring Hills who were not playing anywhere eight years ago, Markovski’s contribution is not abstract. It is the specific and concrete fact of having somewhere to play, someone to coach them, and a pathway that leads somewhere.

Aussie partners with two A-League clubs in cross-state alliance

Australia’s largest retail mortgage broker will team up with Melbourne Victory and Western Sydney Wanderers, representing Aussie’s commitment to supporting and connecting people through football.

 

Opposing teams, United partners

The alliance between Aussie, Melbourne Victory and Western Sydney Wanderers reflects a unique approach to investing in Australia’s football landscape.

It encompasses both communities and supporters across Melbourne and Sydney, with Aussie’s presence in both cities now firmly embedded into local, grassroots networks.

“We’re excited about this partnership because it represents much more than a traditional sponsorship,” explained Aussie National Manager, Strategic Partnerships, Ryan Ferguson via press release.

“It’s about connection, community, and being part of something that reaches people in a meaningful and authentic way.”

Both Melbourne Victory and Western Sydney Wanderers also commented on the unique nature of the partnership.

“The joint venture is a game-changer in how brands and sports teams can collaborate beyond the traditional instruments of a partnership and stands apart from the existing relationships in our sporting landscape for the betterment of our stakeholders,” said Melbourne Victory Managing Director, Caroline Carnegie.

“For the first time, two iconic clubs are coming together in a joint-venture sponsorship that delivers unmatched reach, community impact and business innovation,” added Western Sydney Wanderers CEO, Scott Hudson.

 

National stage, local commitment

As Australians grapple with soaring property prices and financial uncertainty, having access to a platform like Aussie is immensely valuable.

So now that Aussie will begins its venture alongside Melbourne Victory and Western Sydney Wanderers – two clubs with extensive fanbases – it now has the means to make real, local impact.

Two major cities. Two footballing identities. All aligned under the same vision for community reach, growth and innovation.

“Aussie is a national brand, but at our heart, we are built on local relationships,” continued Ferguson.

“Every day, our brokers are working with customers in their communities, helping them navigate the journey of finding, buying and owning their own home. That’s why this partnership feels like such a natural fit.”

Ultimately, while the alliance will build on the business and community networks of the two A-League outfits, the impact will extend far beyond the boundaries of the pitch.

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