Sydney FC to relish augmented reality first in Australia

Sydney FC will become the first Australian soccer club to launch an augmented reality experience for their new stadium.

Sydney FC will become the first Australian soccer club to introduce augmented reality (AR) into stadium experience, with a launch that will give fans an early glimpse of its new stadium.

The Sky Blues are due to move into the Sydney Football Stadium later this year, formerly known as Allianz Stadium.

The AR experience, which will be provided by Sydney-based AR/VR specialist 7DX, will give users an interactive preview of the stadium to explore. AR technology will bring the stadium to life through a portal experience, with the Sydney FC crest spawning the stadium.

Fans will be able to see the new stadium features first-hand, detailed maps of the local area and explore the updated venue in its entirety. The experience also includes a tour from Sydney FC legend and current Football 10 team member Alex Brosque.

When launched in a large enough play area, fans will be able to expand the model to a point where they can stand in the middle of the pitch.

Sydney FC Chief Executive Officer Danny Townsend:

“Using augmented reality is a highly exciting way to deliver the experiences we will be providing our members and fans with once the stadium opens,” he said.

“This way they can choose their seats, their membership packages and the experience they want from attending Sydney FC games from the comfort of their own home. Launching this microsite now gives our members and supporters early access to the best deals and as we look forward to returning to Moore Park in October, without having to wait until the stadium is open.”

7DX Chief Executive Officer Julian Ward:

“The experience has been balanced to deliver a creative impact, as well as being functional and giving fans engaging content. What we can achieve now with WebAR and no app is fairly powerful,” he said.

Fans will be able to launch the stadium experience simply by scanning a QR code, then being able to project the vision and experience onto a flat surface from their mobile or tablet device.

Previous ArticleNext Article

Football NSW releases $600,000 towards Grassroots Grants to meet Participation Pressure

The Victorian State Government has announced new grants and funding for 11 new community infrastructure projects for local football clubs, totalling $3.8 million.

Sixty-five football clubs across New South Wales have secured a combined total of nearly $600,000 in funding through the NSW Office of Sport’s Local Sports Grant Program. It follows as a result of Football NSW’s scale of demand for community sport support and the growing pressure on clubs struggling to keep pace with surging participation.

The grants, covering 69 individual projects across the Football NSW footprint, will fund facility upgrades, equipment purchases, participation programs and accessibility improvements: the unglamorous but essential infrastructure that determines whether community clubs can function at the level their members require.

The Local Sports Grant Program made up to $4.65 million available statewide in 2025, with $50,000 allocated to each electoral district and individual grants capped at $20,000. Football’s share of nearly $600,000 reflects the sport’s status as the largest participation code in NSW, and the degree to which that status has not always been matched by corresponding investment in the facilities and resources required to sustain it.

Volunteers carrying an unsustainable load

The announcement arrives against a backdrop of mounting pressure on the volunteer workforce that keeps community football operational. Across NSW, thousands of volunteers dedicate significant unpaid time each week to administration, ground preparation, canteen operation and the logistical demands of running competitive junior and senior programs. As participation numbers climb, driven in part by the sustained visibility of the AFC Women’s Asian Cup and the legacy of the 2023 FIFA Women’s World Cup, those demands have intensified without a corresponding increase in the resources available to meet them.

“As the largest participation sport in NSW it is pleasing to see almost $600,000 will be reinvested back into supporting our players, coaches, referees and volunteers to improve the football experience across our community clubs,” said Helen Armson, Football NSW’s Group Head of Strategic Partnerships and Corporate Affairs.

The equity dimension

The distribution of the grants across 65 clubs and 69 projects also speaks to the geographic breadth of football’s footprint in NSW, and to the uneven distribution of resources that has historically characterised community sport in this country. Clubs in outer metropolitan and regional areas tend to operate with smaller budgets, older facilities and thinner volunteer bases than their inner-city counterparts. Grant programs structured around electoral allocation, rather than club size or existing resource base, provide a degree of equity that market-driven funding cannot.

The kinds of projects funded under this program disproportionately benefit clubs serving communities where the barriers to participation are highest. A club that cannot offer adequate facilities or equipment is a club that turns players away, often without intending to.

Football NSW has used the announcement to call on the NSW Government to maintain and extend its investment in the sport. “We urge the government to continue to invest in football,” Armson said, in the midst for a nation-wide push for a $343 million decade-long infrastructure fund to address the facilities gap across the state.

The nearly $600,000 secured through this round is meaningful. Against the scale of what is needed, it is also a measure of how far the investment still has to go.

LaLiga and RFEF launch RefCam in latest innovation drive

The technology made its debut in Saturday’s clash between Atlético de Madrid and Real Sociedad in the Copa del Rey final, marking the start a new era for fan experiences.

Giving the game a new perspective

With RefCam, LALIGA and the Royal Spanish Football Federation (RFEF) will provide an entirely new way to see, and experience, live football.

Javier Alberola, the referee in charge of Saturday’s final, wore a headset-mounted camera and microphone, allowing spectators a unique look into the action of elite-level football.

Furthermore, the integrated audio provides fans with better transparency over in-game decisions, a move which strengthens the connection and understanding between fans and match officials while the game unfolds.

This is not just a step forward for officiating in Spain, but the beginning of a future where innovation and technology combine to provide fans with a new way to enjoy the game.

 

The plan moving forward

With the technology taking centre stage for the first time this weekend, RefCam will continue to feature in the coming matchweeks in Spain’s top-flight division.

The current vision is for RefCam to feature in one match per matchday, including the ultimate showdown between European giants FC Barcelona and Real Madrid on Matchday 35. The best technology, for the best match-up in Spanish football.

As LALIGA begins the rollout of RefCam in the coming weeks, the potential is endless for new content and insights during live matches.

“The introduction of RefCam forms part of LALIGA’s broader strategy to keep transforming the way football is experienced, with a focus on making coverage more immersive, engaging and distinctive,” explained LALIGA via official press release.

“As well as enriching the live broadcast, RefCam opens up new opportunities across digital platforms by enabling the creation of innovative content and highlights from a truly unique viewpoint: that of the referee.”

 

Connection to the game

Indeed, the viewpoint of a referee is one which we often overlook as spectators.

As our attention is on the players, managers or on post-match highlights, we forget about the one person who sees the game closer than anyone else in the stadium.

That is what makes RefCam special. It gives us a point of view that we have never seen before.

And a new level of proximity and connection to the game we love.

Most Popular Topics

Editor Picks

Send this to a friend