Supaturf: Line-marking specialists for football grounds across Australia

Supaturf is an Australian owned and operated company which plays an important role in the football community across the country.

The company, which was established in 1992, locally develops and distributes line marking machines, accessories and liquids for football fields across Australia.

Supaturf’s range of products, including their line marking and line removing liquids, are considered to be cost effective, easy to use and eco-friendly amongst other things.

Supaturf’s Redispray Line Marking Liquid.

Their reliability and profile have led the company to partner with various organisations over the years, including state governing body’s such as Football Victoria.

Supaturf’s partnership with Football Victoria has spanned multiple years and continues to be mutually effective for both sides, according to Victorian Sales Representative for Supaturf, John Hansen.

“It’s the fifth or sixth year of the partnership, basically we supply all the line marking for all the clubs,” he said.

“That’s what we specialise in…it’s why Football Victoria continue to support us, because we don’t step onto anyone else’s toes. We just do line marking, we have the line marking system, we make the machines – sell the machines, we make the paint – sell the paint, we are the wholesaler.

“We have direct access to the 350+ clubs under the Football Victoria banner which is great and the federation is very organised through Anthony Grima (Head of Commercial at the governing body).

“For Football Victoria, it gives them continuity that they’ve got a supplier that is Australian made and Australian own…basically everything is done here in Australia.”

Through the partnership, clubs are offered incentives to use and purchase products provided by Supaturf.

“We generally put out flyers and so forth, but normally there’s a conference in February, however that didn’t happen this year because of COVID. All of the clubs usually come through there and we will sell our stuff at the conference, giving them various discounts and specials.”

Supaturf doesn’t have similar deals with other football governing bodies across Australia akin to the FV deal, however, Hansen explained it was not that necessary as the company already has access to clubs across the other states.

When questioned why the rest of the football community should continue to choose and use Supaturf’s products, Hansen claimed: “Because we’ve been around for 30 years, we are the biggest in Australia.

“We export all over the world, including across to England and Japan. We’re very big in New Zealand for example as well, but most importantly we are Australian made, Australian owned and environmentally friendly.”

Supaturf’s products have been used on most major sporting stadiums in Australia as well, including famous venues such as North Sydney Oval, which once hosted Northern Spirit games in the old National Soccer League.

A-League matches have also been played at North Sydney Oval.

“To maintain a prestigious sporting field such as North Sydney Oval to it’s premium capability, the ground requires the best products and service, and with Supaturf, we can achieve those results,” said David Somerville, Assistant Grounds Manager at North Sydney Oval.

“Supaturf has been part of our field marking programme for many years now due to its high-quality paints, serviceability to its units and above all else their reliance when required in both product distribution and cost effectiveness to other similar commodities.

“Presentation is the end result to any turf manager and Supaturf allows that to happen – they will be part of our oval for many years to come.”

If any football club in Australia is looking to purchase line-marking products, here are a few reasons why it is vital to do so, according to the Supaturf blog.

This is why line-marking in stadiums is so important:

  • Directional signs on the roads alert traffic as to where to access the stadium.
  • Carparks – both traffic direction and car spacing.
  • Pathways direct spectators to entry and exit points of the stadium.
  • Emergency exits.
  • Staff entry.
  • Numbered seating in the stadium.
  • The sporting field itself.

There is a lot involved in ensuring a venue is spectator-friendly, with most of that coming down to the ease of access spectators have to the stadium and knowing where to go once they are inside.

It is crucial to understand the different responsibilities of stadiums, patrons, players and staff which is why when line-marking is applied, it needs to be reliable and durable. Supaturf’s extensive range of line-marking equipment offers options to cater to individual venues and their specific line marking needs.

For more information and product enquiries on Supaturf, visit their website here.

Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

The importance of boosting the connection between clubs and their local businesses

Football clubs across the world have financially suffered over the past two years, through the length of the COVID-19 pandemic.

But it was the smaller businesses in these clubs’ catchment areas who were affected even more.

Local businesses are a vital part of the overall football economy across the world, including in Australia, but according to studies local businesses saw their revenues slashed by 20-30% on average.

With stadium gates around the world already reopening or in the process of it, these clubs have the opportunity to not only rebuild their own revenue, but play an important role in boosting their local economies as a whole.

Blackpool-based Eleven Sports Media is rapidly expanding their existing mission to assist in that process.

Over the past 13 years the company has bridged the gap between clubs’ time-starved commercial teams and their local business communities.

Eleven specialise in owning, managing and operating Community Partner programmes for clubs who decide to use their services. Resources are freed up, with the club provided a solution which grows multiple long-lasting partnerships with local businesses.

Over the past year, demand for the company’s deeply held community values, top-class activation expertise and high-tech stadium inventory has surged.

The company’s Stadium, StatTV and StatZone fan-engagement platforms continue to evolve rapidly, with many clubs across the world noticing these improvements.

More than 40 clubs across all the of the UK (many of them being in the Premier League) have partnered with Eleven Sports Media, with the company also recently striking a deal with MLS side New York City FC (NYCFC).

Their growth is a testament to the work they do in helping clubs build strong connections with their local business communities.

“We have been fortunate to work across all tiers of the game and in all regions of the country for many years,” Matt Cairns, founder and CEO of Eleven, told FC Business.

“We know exactly how important the ties between clubs and the businesses around them truly are.

“It’s those businesses that will always be there to support their clubs through the ups and downs, and we understand what those local businesses need for real growth. That’s why we have evolved our model so far beyond simple stadium advertising. From boosting digital audiences through to achieving CSR objectives or creating high-impact experiences, we cover all the bases to make sure those businesses enjoy real returns from of their partnerships with clubs.”

Eleven’s new agreement with the New York club will see them develop new partnerships for local businesses, giving them an unprecedented platform for growth possibilities in the future.

The company’s branding will also be displayed on NYCFC’s academy kits, an investment that Cairns says speaks to Eleven’s commitment both to the MLS club and to the new partners it will engage on their behalf.

“We are the shirt sponsors of over a dozen Academy teams, and it’s great to add NYCFC to that list. Investing in our partner clubs is hugely important to us – it matters to those clubs, and to the local businesses around them. There’s no better way to demonstrate our own values, as well as the rewards that come from meaningfully engaging with clubs in this way,” Cairns stated.

Matt Goodman, Chief Commercial Officer and Chief Operating Officer at NYCFC, believes the club’s partnership with Eleven is an evolution of a community focused ethos that the MLS team has maintained since it was founded.

“We’re a community asset,” he told FC Business.

“Our role is to connect with the community to empower better lives through soccer. We would have said that before the global pandemic, but even more so after it.

“Our responsibility is to help pick the citizens of the city, those businesses, back up.”

Goodman was an influential member in a team that delivered a unique collaboration with Mastercard last year, which extended the club’s commercial and digital marketing expertise to struggling local businesses.

The club has also worked to free up retail room for local challenger drinks brands – another one of the ways it has provided opportunities for small businesses within New York to gain exposure in the marketplace.

“The most exciting part about partnering with Eleven is that shared emphasis on small business and on community,” Goodman said.

“To help those who need help the most. Eleven’s history with global football, coupled with an emphasis on community, is the most unique part of how Eleven operates.

“What the partnership will do is it will give us a much larger platform to be able to speak to more fans and give more small businesses, a bigger platform for success. And that to us is the most important part.”

It’s a similar story in the UK, where Eleven is the shirt sponsor for both Celtic FC Women and the club’s B-team, providing the Scottish giants with an array of technology and partnership solutions.

The club was founded in its community to initially address the issue of poverty, and despite its strong worldwide following, its devotion to its local roots remains strong. Eleven has added many local businesses to Celtic’s network of local partnerships.

“The club was born in the community,” Commercial Director of Celtic FC, Adrian Filby, told FC Business.

“Local businesses are an important part of the community; they employ local people – they are supporters. Our partnerships with Eleven gives them the opportunity to be part of a premium global brand.

“Therefore, we are – in a big way- supporting them and helping them come back through a difficult period.”

“It’s about bringing everybody back to what the club stood for. Without local businesses, without local people employed, there isn’t a local football club.

“We’re all one, so it’s a critical part of the ecosystem for us.”

In finding these innovative ways to connect with local businesses and expand their relationships, with the help of companies like Eleven, clubs are viably supporting their own future – but also that of their local economies.


FC Barcelona and Ownix to create historic NFTs


LaLiga’s FC Barcelona and non-fungible token (NFT) marketplace Ownix have joined together to create unique digital assets through photos and videos, depicting iconic moments from the Club’s storied history.

With football clubs entering the world of NFTs at an increasing rate, FC Barcelona are looking to set a benchmark in the creation of these types of digital assets.

As part of this strategy, the Club has signed a new global partnership agreement with Ownix, a premium marketplace for NFTs based on the standards of the Ethereum blockchain – a platform for sharing data that cannot be manipulated or changed.

This alliance between FC Barcelona and Ownix will provide a new way for the Club to reach its followers from around the globe, as fans will now be able to acquire and own digital assets that will reproduce unforgettable moments throughout the Club’s almost 122-year history via various auctions taking place throughout the season.

The agreement between FC Barcelona and Ownix is part of the Club’s global expansion strategy and a further commitment to seek out new channels and formats to connect with new generations, while providing a different form of interaction with their fans around the world.

FC Barcelona President Joan Laporta:

“Barça has a very large fanbase around the world and is leading the way in the digital domain with over 400 million followers in social networks,” he said.

“Given this scenario, the Club is constantly looking for new ways to connect with its fans, and we believe that creating these NFTs is a unique opportunity to continue growing and consolidating the Barça brand by bringing unique moments that have made Barça fans dream and FC Barcelona a well-known club on every level.”

Ownix CEO Guy Elhanani:

“As NFTs surge, we thought it is important to give those collectors who are Barça fans an opportunity to own a piece of their Club’s history,” he said.

“This new and exciting asset class allows collectors to own things that weren’t possible to own before, and we’re thrilled to offer sports fans an opportunity to spearhead the movement. Our Mission is to bring customers to purchase NFTs, not because they are marketable, but for the pleasure and pride of owning them.”

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