Sydney FC and Carma together for another season in A-League Men’s and Women’s

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Sydney FC and Carma
Image credit: Sydney FC

Sydney FC has announced a one year renewal of their major partnership with Australian online used car dealership Carma.

This agreement extends the partnership between the club and Carma for a second season after last season was deemed a successful and progressive move.

Carma will continue to be showcased on the Sky Blues’ Men’s and Women’s back of shorts and they will continue their mutual desire together to make a difference to people by providing exceptional experiences in innovative ways.

Carma is a fully digital used car dealership, headquartered in Sydney, that offer customers a large range of quality used vehicles at cheap fixed prices.

Sydney FC members and fans have benefitted over the last 12 months from this partnership through special offers and discounts to help them buy cars.

Sydney FC Chief Executive Officer Adam Santo explained the success of this collaboration that started last season.

“Carma have been a fantastic partner for our club and I’m delighted we’ve agreed to continue our relationship. Santo said via Sydney FC press release.

“Carma’s revolutionary strategy and best-in-class service has made a big difference to the lives of many Sydney FC Members and fans who’ve bought cars over the past 12 months.

“They are visualising further growth and expansion for their brand, and we are delighted they want to work with Sydney FC again to achieve that.”

Co-founder and Chief Commercial Officer Yosuke Hall mentioned that the partnership with Sydney FC was mightily successful and is pleased to be continuing the deal.

“Carma and Sydney FC have a great, close working relationship and it has been incredible to witness such success,” Hall added via media release.

“We’ve had great support from Sky Blues Members and their families and I’m glad Carma has been able to resonate with supporters.

“We’re committed to bringing trust and ease into buying a pre-owned car for Australian families and Sydney FC is helping us do that.

“It’s all about creating a great experience for people who come to us and I’m delighted we’ve both been able to achieve that.”

The two parties have collaborated to make fun, bite-sized digital content pieces over the past year with both the Men’s and Women’s teams participating as they look to increase engagement and put a spin on a regular partnership.

This deal will see Sydney FC strengthen the relationship with Carma and keep their strong corporate family healthy as they hope to continue with on-field success after a shaky start to the new campaign.

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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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