South Melbourne sign record agreement with CF Capital

Matthew Badrov11/07/2022 5:55 am10/07/2022

Image provided by South Melbourne FC

National Premier Leagues Victoria side South Melbourne FC have announced CF Capital as a Major Principal Partner for the next two years.

The six-figure sponsorship agreement is the largest single sponsorship in the history of the side. The partnership is a vote of confidence in South Melbourne FC both on and off the football pitch.

The news comes at a significant time particularly with Football Australia setting a placeholder for a prospective national second division in the 2022-23 Domestic Football Calendar.

CF Capital is one of the leading funds management firms in Australia with expertise in a range of asset classes including real estate development, equity, investment and credit.

CF Capital joins a group of high calibre club sponsors from the finance and investment industries and will leverage the relationship with South Melbourne FC to further develop their network.

Investment Director Paul Chiodo together with his leadership team represented CF Capital at the 2022 Jersey Night where they provided further direct support for South Melbourne’s Men’s, Women’s, Blind and Powerchair teams.

South Melbourne FC President Nicholas Maikousis welcomed CF Capital to the club saying in a statement released by South Melbourne FC:

“I’m proud to have Paul Chiodo and CF Capital join South Melbourne FC as the clubs Major Principal Partner. Their commitment represents the largest sponsorship in the history of the club. The six-figure annual agreement represents trust in the South Melbourne brand, its values and its approach to aspirational success and achievement. Paul and his leadership team have been impressed with our community diversity and engagement. They have pledged to directly support our All Abilities Programs.”

South Melbourne FC members and supporters will become familiar with the CF Capital brand around Lakeside Stadium, with signage featuring the logo prominently for the livestream audience in front of the Clarendon Corner. As the side’s Major Principal Partner, CF Capital will also be involved in corporate events and functions.

CF CapitalNational Premier Leagues VictoriaNational Second DivisionNicholas MaikousisNPL Victoriasouth melbournesouth melbourne fc

Football in Bendigo heading in the right direction

Adam Palombi03/04/2024 6:05 am01/04/2024

Image credit: Football Victoria

On March 23-24, 2024, it was an occasion of importance for the tight knit community of Bendigo, especially for those who reside there with a footballing appreciation.

In an attempt to create a football scene amongst more regional areas across the state, Football Victoria (FV) spearheads a major youth event at Bendigo’s hub of football – Epsom Huntly Recreational Reserve.

The event, known as ‘Boys & Girls FC’, has become one of the FV’s major community events in recent years. It provides the opportunity for clubs located within the Bendigo region to participate against one another, and renowned clubs from Melbourne’s inner regions before their respective upcoming seasons. Over 1000 players took part in 140 fixtures in 2024’s instalment.

Dandenong City, Brighton Soccer Club, Eltham Redbacks and Watsonia Heights are just a few notable Melbournian teams that made the trip out to Bendigo to be involved. The event debuted in 2019 before returning in 2021 with the event in 2020 being cancelled due to Covid-19.

This allows all age groups involved to have the chance of playing in pre-season tournaments in order to remove the cobwebs – perhaps placed over the summer off-season – while rekindling chemistry with teammates and coaches of the season prior.

The event has a festival-like atmosphere. Entertainment, football, family activities and food variety are all on offer, enticing current or potentially new families to seek the opportunity of participating in the global code of football.

The City of Greater Bendigo has remained a partner of Football Victoria for this event, in what can be analysed as an attempt to create and foster a football appreciation amongst the country town.

So far, the region and those surrounding all participate in the Bendigo Amateur Soccer League, comprising 15 clubs across six towns.

An event dedicated to the grassroots of the game can only benefit any newly found support for the sport in these outer regions of Melbourne – especially towards Western United territory we will watch this space.

Aston Villa strike lucrative front-of-shirt deal with Betano

Theo Athans28/03/2024 5:55 am28/03/2024

Image via Shutterstock

Aston Villa has struck an important sponsorship deal with Greek online betting company Betano worth £40m (AU$77.4 mil) over the next two seasons.

This would become the club’s most lucrative front-of-shirt sponsor in their history and comes at a crucial time where Villa need to drive commercial revenue given the strain on Premier League clubs from Profit and Sustainability Rules.

Villa announced losses of nearly £120million (AU$232.3 million) across 2023, which UEFA claim was the highest in Europe. The mega-deal with Betano coincides with club’s new partnership with Adidas, who will take over from Castore as Villa’s kit manufacturer.

Whilst the club have claimed that the huge financial losses are “in line with their strategic business plan”, there is no doubt they wanted to find the best suitor out of this new deal.

Aston Villa were only allowed to strike a two year deal which runs until 2026 because the Premier League have introduced a ban on gambling companies becoming front of shirt sponsors which comes into effect from the start of the 2026/27 season.

Betano are quickly expanding in the European football market, with UEFA added the company as a global sponsor for the 2024 Euros alongside their current deals with huge Portuguese clubs FC Porto and Sporting CP.

Aston Villa currently have a deal with gambling firm BK8 who sit at the front of their shirts from the 2023/24 season, and the club are doubling down on gambling sponsors with this Betano deal, something that is controversial amongst their own fans.

Following the BK8 deal, Aston Villa fan groups protested the team allying with a company from a taboo sector such as gambling and it remains to be seen what the reaction will be when the club officially announces this new deal.

The main aim for Villa is to boost their commercial revenue as they push for Champions League qualification which would rid the club of some financial stress.

The deal is controversial but a required one for Aston Villa and the club that is taking the right steps to ensure they avoid a point deduction or a fine as the Premier League looks to really clamp down on the Profit & Sustainability rules.