Sydney FC and Billbergia continue association with women’s team

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Billbergia & Sydney FC
Image credit: Sydney FC

Sydney FC and Billbergia will continue their partnership for at least another year, after agreeing on an extension for the Liberty A-League and academy sides.

Billbergia, a residential, commercial, retail, and hospitality company, has been actively involved in creating communities within Sydney and New South Wales for over three decades – they have been associated with the Sky Blues since 2021

Billbergia will host an event for young adults involving Sydney FC’s fan experience teams at its new multi-million dollar Indoor Sports Centre in Camellia. In addition, ahead of the 2023 FIFA Women’s World Cup Australia and New Zealand, the property group will be the presenting partner of Sydney FC’s Women in Football Event.

Billbergia Managing Director and Owner John Kinsella said via press release:

“We’re thrilled to continue our partnership with Sydney FC Women & Youth Academy for 2023 in our shared mission to build community football by creating more opportunities for women and children to participate. We believe we can make a difference by investing in and supporting players across multiple sports, and across all ages and abilities.”

Billbergia’s logo will continue to adorn the sleeve of the Sky Blues A-League Women’s jersey, as well as the back of all Sydney FC youth academies playing kit, as part of the renewal.

Sydney FC CEO Adam Santo, speaking on the partnership renewal, added via press release:

“Billbergia have been an excellent addition to our group of corporate partners, and we are looking forward to another great year with them on board. Their key values of creating and inspiring communities align with Sydney FC’s own vision and we keen to continue helping each other realize these passions. It’s a successful relationship for the long-term.”

The renewal of this partnership will strengthen the standards for sports fans, schools, and local communities in Sydney and all across New South Wales. With the help of Billbergia and Sydney FC’s fan experience teams, their objective is to increase engagement and participation in sports and recreation in communities.

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GIS Sydney continues to connect students with Australia’s sports industry

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Image Credits: Global Institute of Sport

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

Melbourne Victory partners with The Pass to expand fan experience

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Image Credit: Australian Professional Leagues

Melbourne Victory has added The Pass to its commercial portfolio, with the partnership designed to give supporters more ways to follow the club away from matchday.

The Pass becomes an ‘Associate Partner’ of Victory, while Hickens Hotel has been named the club’s ‘Official Away Game Venue Partner’. The arrangement will see the Russell Street venue host Victory watch parties and provide a dedicated gathering point for supporters during away fixtures.

The partnership also gives Victory supporters access to The Pass’ broader network of more than 200 venues around Australia, extending the relationship beyond a single location.

For Melbourne Victory, the deal forms part of a wider approach to creating commercial partnerships around the supporter experience rather than limiting sponsorship to traditional branding opportunities.

Hickens Hotel will host Victory fans for selected away matches, while The Pass will provide members with access to offers and experiences through its venue network.

The agreement also connects with Victory’s broader business community, with The Pass joining the club’s commercial network and creating potential opportunities for corporate engagement alongside its consumer-facing activity.

The partnership comes ahead of the 2026/27 A-League Men and Ninja A-League Women seasons, with Victory continuing to develop its commercial offering around both its membership base and matchday audience.

For The Pass, football provides a way to bring its network of hospitality venues into the supporter experience, giving fans a physical destination to watch matches when Victory is playing on the road.

The agreement reflects a broader trend across professional football, with clubs increasingly looking to partnerships that can provide tangible benefits to supporters while creating additional opportunities for commercial partners.

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