Sydney FC teams up with More to elevate fan connectivity

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Image credit: Sydney FC

Sydney FC has welcomed More, Australia’s leading mobile and internet challenger brand, as its official telecom provider for the 2025/26 season.

Known for providing innovative and user-friendly data solutions nationwide, More will introduce its fresh and dynamic style to Sydney FC’s corporate network through a broad collaboration that will see the brand integrated into the core of the Sky Blues’ match day experience.

Established in 2013 by brothers Andrew and Richard Branson (no relation to the famous entrepreneur), More has quickly become a standout name in the telecommunications industry. Known for their customer-centric approach and strong value offering, they provide SIM-only mobile plans, high-speed nbn®, and business-grade internet and phone solutions to households and businesses throughout Australia.

The partnership begins in exciting fashion, with More set to appear on the sleeve of Sydney FC’s playing kit during the much-anticipated friendly against global football sensation Wrexham AFC on Tuesday 15 July at Allianz Stadium.

Wrexham’s global fame, driven by the success of the hit docuseries Welcome to Wrexham, makes the match an ideal stage to debut the new agreement.

Throughout the season, More will have a strong presence at Sydney FC’s A-League Men’s and Women’s home games, featuring in match day branding, half-time activations, and fan engagement experiences in the Sydney FC Fan Zone.

Sydney FC CEO Mark Aubrey expressed his enthusiasm for the collaboration, describing it as a significant win for both the club and its fans.

“We’re thrilled to welcome More as our Official Telecom Partner. It’s fantastic to have one of Australia’s leading mobile and internet challenger brands on board,” he said via club statement.

“This is a great win for Sydney FC and for our Members and fans, who will benefit from More’s innovative approach and exclusive offers.

“We’re looking forward to a successful first collaboration and building a strong, long-term relationship.”

Founder and CEO of More, Andrew Branson, was full of praise for Sydney FC as it correlates the company long-term vision.

“This partnership with Sydney FC marks a pivotal moment in our brand journey, being our first step into the world of sport with our refreshed look and renewed energy,” he said via press release.

“Sydney FC’s passion, professionalism, and commitment to community align perfectly with who we are and where we’re headed.

Sydney FC looks forward to collaborating with More to enhance community and fan engagement, delivering memorable experiences while strengthening the connections within the Sky Blue family like never before.

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Bundesliga DNA to the Boardroom: German-born Martin Kugeler Takes the Helm at Football Australia

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Image Credit: Stan

German-born executive, Martin Kugeler, shaped by Europe’s football culture and based in Australia since 2009, will step in as Football Australia CEO in February as the game eyes a defining 2026.

Reaching new heights

During the press conference held earlier this morning, Kugeler displayed both confidence and ambition as he prepares to lead a new era for Football Australia next month.

“Football in Australia has a strong foundation for growth. Our national impact is massive,” he said, highlighting both the immense number of participants and local clubs in Australia. He then continued to underline both the Socceroos and the Matildas as valuable assets in the nation’s football sphere.

“We have exceptional national teams that continually make us proud. They perform at a truly global scale and unite not only the football community, but the entire nation.”

With both the AFC Women’s Asian Cup and the FIFA Men’s World Cup both on the horizon in 2026, the year certainly represents a huge opportunity for both the men’s and women’s game to showcase Australian footballing talent on an international scale. But the focus, as Krugeler underlined, will extend beyond the national team and address all levels of football in Australia to help the game grow.

“Football brings people and communities together. For a healthy lifestyle, for connection, for enjoyment, for belonging, powered by a remarkable, passion [and] dedicated players, referees, coaches, volunteers and fans,” he continued.

An inspiring reminder to all those involved in the game across Australia, and one which will hopefully show participants and stakeholders at all levels that 2026 will begin a new period of stability, growth and innovation.

 

Expertise, passion and ambition

Of course, the dawn of a new era for Football Australia cannot be successfully achieved without addressing the past and current issues, while still keeping an ambitious eye on what football can become at both national and international level for Australia.

Alongside Kugeler in the FA leadership team will be Football Australia Chair, Anter Isaac, as well as former Matilda, and current interim CEO of Football Australia, Heather Garriock. With their combined industry expertise and true passion for the game, all fans, players and stakeholders can be optimistic for the future of football governance in Australia.

But while expertise and passion are undoubtedly valuable assets for the FA, it remains essential that these help to inform the decisions and solutions made with the game’s best interests at heart.

 

 

 

 

‘We Can Do So Much More’: Players Take Control of the A-League Women’s Future

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Image Credit: One Nil

Professional Footballers Australia (PFA) has launched Ready For Takeoff – The Players’ Vision for the A-League Women, a player-led roadmap outlining the future direction of the domestic women’s competition.

Unveiled on Wednesday at Ultra Football in Melbourne, the initiative places current A-League Women players at the centre of discussion. Elevating the debate around professionalism, sustainability and long-term growth of the league.

The Players’ Vision for the A-League Women – Image Credit: One Nil

The vision, developed through consultation with players across the competition, calls for improved professional standards, greater investment and governance structures that reflect the specific needs of the women’s game. It comes amid ongoing conversations about contract security, season length and the transition toward full-time professionalism.

PFA Chief Executive Beau Busch – Image Credit: One Nil

PFA Chief Executive Beau Busch said players had been clear about the sacrifices required to continue competing in the league.

“We’ve heard from players about the struggle and sacrifices they continue to make to play the game they love, but we can do so much more than this,” Busch said. “A fully professional game here in Australia is crucial to creating the next generation of Matildas, but also to ensure we reach our potential and win a FIFA World Cup.”

PFA Deputy Chair Elise Kellond-Knight and A-League Women players Grace Maher and Dylan Holmes also addressed media, reinforcing the importance of player voices in shaping the future of the competition.

The PFA said Ready For Takeoff provides a clear, achievable framework for the continued evolution of the A-League Women. The initiative urges stakeholders to work collaboratively with players to ensure the league’s growth matches the talent, ambition and momentum of women’s football in Australia.

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