Sydney FC break women’s membership record two months before new season

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Sydney FC Liberty A-League Grand Final 2022-23
Image credit: IOIO IMAGES / Shutterstock.com

Sydney FC have announced that they have broken the club’s A-League Women’s Membership record two months ahead of the start of the Liberty A-League season.

The recent Matildas dream World Cup campaign as co-hosts will be a perfect opportunity for the A-Leagues and its clubs to use this wave of momentum with women’s football into gathering much needed support and interest for the league.

Sydney FC set themselves a target 1,000 Members for the 2023-24 Women’s season and are already well ahead of schedule surpassing their previous best.

Sydney FC have recently been using a marketing campaign, titled ‘Target 1000’ across their social channels with the sole goal  to promote and elevate women’s football by offering a unique opportunity to support and witness Australia’s best female footballers up close.

Matildas penalty shootout hero Courtnee Vine is at the centre of the posts which have been reading “Enjoying the vibe? You’ll love this” with Vine transitioning from Matildas kit to the Sky blue one.

Sydney FC Chief Executive Officer Adam Santo expressed his excitement for next season’s A-Leagues competition which will be momentous for the club.

“This is a historic moment for football in this country and I’m excited to see people are rushing out to buy their Sydney FC Memberships,” he said in a press release.

“It will be an unforgettable season for both the Men’s and the Women’s leagues off the back of the biggest female sporting event to hit our shores.

“If you enjoyed the atmosphere at the live sites or in stadiums then you can continue to experience that by buying a Sydney FC Membership.

“You don’t want to miss out as this is why football is the most popular sport in the world.

“We want to defend our dual Championship and Premiership titles and our squad is set to be backed by everyone who has gone out to buy our Memberships.  They will offer something truly special for everyone.”

Full season men’s members have access to all Sydney FC Women’s home matches during the regular season as part of their membership package.

Importantly, kids under 16 go free to all Liberty A-League matches with the Liberty A-League Pass, which should help inspire the next generation of avid football fans in the country.

This is fantastic news to hear fresh off a successful campaign, proving the immense impact this brave Matildas squad is having on Australian football.

With the A-Leagues struggling for support over recent years and fans growing more discontent with decisions made at the top, the Women’s World Cup has presented teams a perfect opportunity to build a nice foundation for the near future and this momentum cannot be wasted.

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Google expands football footprint with AI partnerships at five European giants

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Image Credit: Paris Sain- Germain

Google has announced long-term partnerships with five of Europe’s biggest football clubs.

Expanding the role of artificial intelligence in fan engagement through collaborations with Arsenal, Barcelona, Bayern Munich, Liverpool and PSG.

Google Gemini will become each club’s official consumer AI Partner, while Google Pixel will serve as the official smartphone partner.

The partnerships are designed to deliver AI-powered match insights, personalised fan experiences and exclusive behind-the-scenes content across the clubs’ digital platforms.

Supporters will be able to use Gemini to access tactical insights, historical statistics and match analysis while Pixel devices will be used by club media teams to capture content through the company’s “Shot on Pixel” initiative.

A key component of the partnership is the commitment to increasing the visibility of women’s football.

Google confirmed the agreements cover both men’s and women’s teams, with AI tools and Pixel technology set to help produce content and expand the reach of the women’s game through club media channels.

The announcement continues Google’s growing investment in football technology.

Google initially had individual agreements with several of the clubs, including PSG and Liverpool.

By bringing the partnerships together under the Gemini and Pixel brands, Google is positioning artificial intelligence as a core part of the modern football fan experience rather than simply a commercial sponsorship.

For football clubs, the collaboration highlights a broader industry trend towards technology partnerships that extend beyond branding.

AI is increasingly being used to produce personalised content, deliver deeper match analysis and strengthen engagement with large global audiences.

Clubs continue to invest in these growing digital platforms alongside their traditional commercial portfolios.

The partnerships also reinforce the growing intersection between football and technology, with leading clubs increasingly working alongside global technology companies to enhance supporter experiences and explore new ways of connecting with fans on matchday and beyond.

 

Football Has the Audience. Does It Have the Commercial Strategy?

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Image Credit: One Nil Media

Soccerscene has launched Survey 4: Commercial Confidence in Football, calling on clubs, sponsors, governing bodies, commercial leaders and football industry professionals to assess whether the game is making the most of its enormous commercial potential.

Football has the audience, participation base and community reach to be one of Australia’s most powerful commercial platforms. But does the industry have the commercial strategy, professionalism and infrastructure required to turn that potential into sustainable growth?

That is the question at the centre of Soccerscene’s latest industry research.

The survey examines how attractive grassroots football is to potential commercial partners, what industry professionals believe is limiting football’s commercial potential, and whether clubs are presenting themselves professionally enough to sponsors.

It also explores what sponsors value most when engaging with football – from community reach and participation scale to brand alignment, values and purpose – as well as whether improved facilities could directly contribute to stronger sponsorship outcomes.

Is football fully capitalising on its commercial opportunity?

Football continues to provide brands with access to highly engaged communities across grassroots, community and elite environments. Yet the commercial landscape remains fragmented, with clubs operating with vastly different levels of resources, capability, governance, media infrastructure and commercial expertise.

Soccerscene’s survey is designed to capture the industry’s perspective on where the opportunities exist – and where football may be leaving commercial value on the table.

The research will look specifically at four key areas:

  • Commercial attractiveness – How attractive is grassroots football as a commercial partnership?
  • Commercial barriers – What is holding football back from reaching its full commercial potential?
  • Club professionalism – Are clubs presenting themselves effectively and professionally to sponsors?
  • Sponsor value – What are sponsors really looking for when they invest in football?

The survey also asks whether better facilities would have a direct impact on sponsorship outcomes, highlighting the potential relationship between infrastructure, commercial presentation and investment.

Have your say

Soccerscene is encouraging football clubs, sponsors, commercial professionals, governing bodies, administrators, media professionals and industry stakeholders to participate.

The findings will contribute to Soccerscene’s ongoing program of industry research, designed to provide a clearer picture of the challenges and opportunities facing football and the organisations operating within it.

Take the Survey: Commercial Confidence in Football

Complete the Commercial Confidence in Football Survey here

The survey will close on 30 August 2026 at midnight, with responses received before the deadline included in the final analysis.

Football has the audience. The question is whether it has the commercial strategy to match.

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