The FA Commercial Director Navin Singh on inaugural FA Cup trophy tour to Australia

FA Cup

For the very first time in the competition’s 150-year long history, the Emirates FA Cup touched down in Australia, as part of an international tour spanning multiple countries.

Alongside Malaysia’s Kuala Lumpur, Singapore and Seoul’s South Korea, Sydney was the representative for Australia in a landmark occasion celebrating the rich and authentic heritage that the cup brings.

In collaboration with Paramount+, the tour was also made possible by The Football Association (FA) Commercial Director, Navin Singh.

Having been at the FA for a year now, Singh has played a pivotal role in managing the organisation’s commercial strategy and digital transformation for not only the men’s and women’s FA Cup, but also Wembley Stadium connected by EE and the Barclays FA Women’s Super League.

Speaking exclusively to Soccerscene, Singh shares the key objectives behind the tour, engaging with a wide audience and future plans for the competition itself.

Were there many discussions surrounding the tour to Sydney and what did it take to get it off the ground?

Navin Singh: Yes, there were a number of discussions and months of planning.

We have worked with our delivery partners who know the region to ensure we deliver appearances and events that are both engaging for the participants and media worthy, to help spread the message of what the competition does.

I’d like to give a huge thanks to our broadcast partner Paramount+ who have been instrumental in making this event happen.

Can you give a rundown of what you hope to achieve as part of this tour?

Navin Singh: We want to continue to grow the international appeal of the Emirates FA Cup.

For that to happen we must engage directly with the fans in these international regions that have a passion for the product – helping us to ensure there is fan retention and aiding with attracting greater audiences in the future. The trophy coming to the region is just one way of trying to achieve this.

We want to entertain and excite fans with the stories of unparalleled drama of FA Cup football and demonstrate why it’s the greatest domestic knockout tournament in the world. We are also demonstrating value to our broadcast partner (Paramount+), who have helped shed the competition in a positive light.

Is there a reason why Sydney has been targeted as the first destination in Australia?

Navin Singh: Sydney, like many Australian cities, has a rich sporting history.

We could have gone to a few cities, but the opportunity that Sydney provided, by working closely with our broadcast partner as well as Sydney FC, meant it was the right fit.

Given this is the first time the trophy has touched down in Australia, is it fair to say that this is the start of strengthening the relationship between the Australian football fanbase?

Navin Singh: We feel we have a good relationship with the Australian fanbase already, but will always want to strengthen any relationship.

We want to show our commitment to them and our commitment to growing the competition in this region and the trophy tour is one way of demonstrating that.

We know the Australian audience is engaged with English football and our products. There are a number of ex English Premier League players, both currently playing or managing a team in the A-League as well. There are also several Australians with a club who are yet to be knocked out of the Emirates FA Cup.

We hope to continue to strengthen our relationships via tactics such as this tour, in addition to working closer with our broadcast partner to ensure the fans are able to watch the best of the action.

Are there any business objectives that the tour may help the FA achieve?

Navin Singh: There are two key goals that the organisation is hoping to achieve.

We’re looking at the growth of our domestic and international audience – with an increase in engaged fans being healthy for any brand.

The second target is to continue to strengthen relationships with the fanbase and our broadcast partner Paramount+, as the agreement continues to evolve.

Hopefully we are able to carry out more tours like this in the future to help spread the message.

At this stage, what is the state of play regarding worldwide media rights, and do you expect any upcoming changes?

Navin Singh: The FA has an existing agreement for the FA Cup media rights in APAC (including Australia), Africa, Latin America and Eastern Europe, which lasts until the completion of the 2023/2024 season. The FA will go to tender for the FA Cup broadcast rights in these regions in March.

You can catch all the action of the FA Cup on Paramount+, with every match streamed live and on demand.

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Australian Championship set to revolutionise domestic football

Football Australia has unveiled the “Australian Championship,” a groundbreaking new competition that promises to reshape the nation’s football landscape.

Officially launching in October 2025, the Championship will serve as a vital bridge between state-based competitions and the Isuzu UTE A-League Men’s system, bringing clubs, players, and communities closer together.

This announcement comes on the heels of the October confirmation of the National Second Tier (NST) format, marking a significant milestone in Australian football.

The Australian Championship will provide a national platform for clubs and players to showcase their talent while fostering stronger connections with fans and communities across the country.

Competition Format and Vision

The Australian Championship will feature 16 teams competing in a dynamic format designed to balance competitive integrity and fan engagement. The competition will include:

Group Stage: Four groups of four teams playing home-and-away fixtures.

Elimination Finals: The top two teams from each group advancing to knockout rounds.

Grand Final: The inaugural champion to be crowned in December 2025.

This structure highlights Football Australia’s ambition to create an inclusive, exciting, and commercially sustainable competition that celebrates the depth of Australian football talent.

Football Australia Chief Executive Officer James Johnson spoke on the importance of this announcement for the future of Australian football.

“The Australian Championship is much more than a competition – it’s a national celebration of football; uniting proud historic clubs, emerging talent, and inter-generational community connection. It reflects the core values of Australian football: authenticity, opportunity, and ambition,” Johnson said in the press release.

“This competition will complement the A-League, NPL, and Hahn Australia Cup, providing a connected, meaningful pathway for players and fans alike. Today’s brand launch is a statement of our commitment to grow domestic football in Australia and unlock its full potential.”

Founding Clubs and National Representation

The competition will include eight Foundation Clubs with storied histories, such as APIA Leichhardt FC (NSW), Avondale FC (VIC), Marconi Stallions FC (NSW), Preston Lions FC (VIC), South Melbourne FC (VIC), Sydney Olympic FC (NSW), Sydney United 58 FC (NSW), and Wollongong Wolves FC (NSW), representing some of the strongest footballing traditions in the country.

Joining them will be eight Member Federation clubs drawn from the National Premier Leagues (NPL) across all states and territories.

This model ensures representation from every corner of the national football community, giving grassroots and state-level clubs an opportunity to compete on a larger stage.

Core Pillars of the Australian Championship

The Australian Championship aims to unite Australian football under the following key values:

Authenticity: Honouring historic clubs, iconic venues, and long-standing rivalries.

Discovery: Showcasing emerging talent and rising stars from across the nation.

Connection: Strengthening ties between grassroots, state competitions, and professional pathways.

Pride and Belonging: Celebrating football’s ability to bring players, fans, and communities together.

A New Era for Australian Football

With its launch, the Australian Championship is set to redefine the country’s domestic football ecosystem, creating new opportunities for players, clubs, and fans. Football Australia’s initiative reflects a commitment to building a thriving national competition while staying true to the rich heritage and passion that underpin Australian football.

As October 2025 approaches, anticipation will only grow for what promises to be a transformative moment in the nation’s sporting history.

The Club Development Conference highlights community football

Significant Sporting Events Program 2023-24

On Saturday, February 1st, over 200 attendees came together at Valentine Sports Park for the 2025 Football NSW Club Development Conference.

With registrations for the 2025 season still coming in, over 85 Football NSW clubs from both Sydney Metropolitan and regional areas gathered for a dynamic day of workshops, panels, and special guest speakers, celebrating community football.

Presented by Stephanie Brantz, the Conference included keynote addresses from Karen Jones, Acting CEO of Destination NSW and Chief Executive of the NSW Office of Sport, Dr. Catriona Rose of the Australian Sports Commission, and Matildas cap #167, Ellie Brush.

After the successful second edition of the conference, Trevor Huxley, Football NSW’s Program Manager for Club Development, expressed his excitement over the strong support from the community.

“The Club Development Conference is a fantastic opportunity to bring together all levels of the game to learn from one another, network and discuss best practice for grassroots football,” said Huxley via press release.

“It has been inspiring to see grassroots clubs across the state in attendance, illustrating a remarkable commitment to supporting their local communities. It’s vital that Football NSW continues to lead in this space, providing support to the volunteers and local administrators who are central to the ongoing growth of our game.”

Along with the keynote speakers, attendees were able to choose sessions tailored to their Club or role, covering topics such as safeguarding, volunteerism, marketing and data analysis, infrastructure and grant funding, player and spectator behaviour, women & girls’ football, diversity and inclusion, and grassroots coach education.

The Football NSW Club Development Conference serves as a pivotal platform for enhancing community football by Empowering Clubs, Facilitating Networking, Offering Targeted Education and Showcasing Leadership.

By focusing on these areas, the conference plays a crucial role in strengthening community football, promoting inclusivity, and ensuring the sport’s sustainable growth.

To gain further details and access Club resources, click here.

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