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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Victorian Labor commits $500,000 to Thornbury Football Facility as State Election Advocacy Intensifies

The Victorian Labor Party has confirmed $500,000 in 2026-27 State Budget funding to upgrade facilities at Mayer Park in Thornbury, with Northcote MP Kat Theophanous joining Darebin United juniors for a training session earlier this month to mark the commitment. The funding follows a public campaign by Football Victoria highlighting the ground’s deteriorating conditions, and lands within an escalating advocacy effort by the sport ahead of the next Victorian election.

The money will go toward upgrading the playing surface and planning a new pavilion at a ground that has received no infrastructure investment in over a decade, according to Football Victoria, despite participation at Darebin United more than quadrupling in that time. The club fielded five teams in 2021. It now fields more than 20, with over 300 players including more than 130 children under 12 and over 70 female players.

That growth has collided directly with the limits of the ground itself. Mayer Park has no drainage and no synthetic surface, and Football Victoria reported that Darebin United lost 23 training sessions in 2024 alone due to unsafe, waterlogged conditions. Club President Michael Slaughter described a pitch that was uneven and at times dangerous, particularly for junior and female players.

“I have been there for six years, and the club is at a stage now that we need something new,” Slaughter said in comments to Football Victoria earlier this year. “There’s only so many training sessions you can cancel, and then there’s the cost of finding alternative grounds indoors or outdoors, which isn’t ideal.”

A campaign that found its target

Football Victoria published a dedicated article in March calling on Darebin City Council to urgently prioritise redevelopment of Mayer Park, explicitly linking the club’s case to its broader Level the Playing Field campaign. Three months later, the funding arrived, not from council, but from the state government, attached to the local member’s name and delivered with a photo opportunity on the training pitch.

A club’s need becomes visible through governing body advocacy, a local member adopts the cause, and the funding is announced as a direct response to community need rather than as a line item in a broader budget process. Theophanous’s own account of the announcement makes the local framing explicit, describing the investment alongside free public transport, school upgrades and registration discounts as part of what she has billed as “easier, safer and more affordable” support for Northcote.

“Community sporting clubs bring Northcote locals together,” Theophanous said in her budget statement. “Through our Get Active Kids voucher program, we’re making sure the cost of fees and equipment doesn’t keep kids from playing the sport they love. And we’re also investing to make local clubs even stronger.”

Earlier this year, Avondale FC secured $500,000 for lighting at Avenger Park and Hume City FC received $250,000 for upgrades at Nasiol Stadium, both delivered through the same budget cycle and both paired with local member announcements. Mayer Park follows the same pipeline, a state government commitment, a local seat, a community club whose growth has outpaced its facilities, and a governing body using the win as evidence in a larger campaign.

The equity dimension

What distinguishes the Mayer Park case is the explicit role gender and accessibility played in Football Victoria’s advocacy. The governing body noted that unsafe pitch conditions were particularly dangerous for junior and female players, and highlighted that Darebin United maintains 40% female representation on its committee with seven female coaches, alongside its status as one of Darebin’s first 2-Star Club Changer accredited clubs, a Football Victoria program recognising clubs that actively remove barriers to female participation.

A club building one of the more credible female participation pathways in the municipality was, until this announcement, doing so on a ground its own administrators described as unsafe. Infrastructure investment of this kind does not simply improve playing conditions. It determines whether programs explicitly designed to grow women’s and girls’ football can function as intended, or whether they remain constrained by the same ageing facilities that have shaped community football for a decade.

What it means for the campaign ahead

Football Victoria has framed the Mayer Park outcome as one data point within its Level the Playing Field campaign, which continues to call for more equitable government investment in football relative to other codes. The organisation has indicated further football-related announcements are expected from the 2026-27 Victorian State Budget, with the upcoming state election positioned as the decisive moment for the sport’s broader infrastructure future.

For Slaughter, the immediate outcome is more concrete. “The funding is extremely important,” he said. “It allows us to deliver our football program and to grow. This will give them a place to come, to have fun and to enjoy their soccer”.

Whether that template, governing body advocacy, local political adoption, budget announcement, repeats consistently enough to address the scale of Victoria’s grassroots facilities gap remains the open question Football Victoria’s campaign is designed to keep in front of both major parties as the election approaches.

World Cup betting boom presents billion-dollar opportunity, and a growing dilemma, for Australian football

The 2026 FIFA World Cup is expected to become the biggest betting event in sporting history, with more than US$50 billion ($76 billion AUD) expected to be wagered globally across the tournament.

Financial services firm Macquarie estimates around US$500 million will be bet on each match, eclipsing the estimated US$35 billion wagered during the Qatar 2022 World Cup. The jump is driven by the tournament’s expansion from 32 to 48 teams and from 64 to 104 matches, alongside the rapid growth of legal sports betting markets in North America.

While much of the attention has focused on the sheer scale of betting turnover, the figures also underline football’s commercial importance to Australia’s wagering industry.

The World Cup has long been one of the country’s biggest betting events, sitting alongside the Melbourne Cup, AFL Grand Final and State of Origin. With Australia qualifying once again and attracting strong national interest, bookmakers have invested heavily in marketing campaigns designed around football’s month-long global spectacle.

TAB recently launched its nationwide “The Cup at TAB” campaign, positioning venues across Australia as communal destinations to watch World Cup matches, backed by research suggesting 61% of Australians prefer experiencing the tournament with others.

Sportsbet has also rolled out a major World Cup advertising campaign built around football’s global appeal, highlighting just how commercially valuable the tournament has become for Australia’s betting operators.

What about Australian Football?

Unlike Europe’s major leagues, Australian football still relies heavily on sponsorship and broadcast revenue to grow participation, develop professional competitions and improve fan engagement. The increased commercial attention generated during a World Cup inevitably benefits broadcasters, venues, hospitality businesses and wagering companies looking to capitalise on football’s largest audience.

SBS has introduced in-game advertising during FIFA’s mandated hydration breaks for the first time at a World Cup, creating additional commercial inventory during live broadcasts while maintaining uninterrupted match coverage.

Yet football’s commercial success arrives amid mounting political pressure over gambling advertising.

The Albanese Government has proposed significant restrictions on gambling promotions, including banning betting advertisements during most live sport before 8.30pm, prohibiting gambling branding at sporting venues and preventing athletes and celebrities from promoting wagering products. While described as Australia’s biggest gambling advertising reforms to date, critics argue the measures still leave significant loopholes.

What does it mean for football?

As betting companies spend millions attaching themselves to the World Cup, gambling harm advocates argue football’s biggest event also becomes one of the industry’s most effective customer acquisition tools.

Macquarie analysts have warned bookmakers face an additional challenge beyond simply attracting World Cup punters. The industry’s long-term profitability depends on converting casual tournament bettors into year-round customers across football, racing and other sports, as well as higher-margin casino products.

That concern has been repeated by gambling reform organisations, which argue global football tournaments expose younger audiences and first-time bettors to increasingly sophisticated wagering products.

For Australian football administrators, the issue reflects a broader commercial balancing act.

The sport continues to chase greater investment to compete with the AFL and NRL for fans, sponsors and media attention. World Cups generate unprecedented engagement, creating opportunities for broadcasters, pubs, clubs, hospitality operators and betting companies alike.

However, as governments tighten gambling regulations and public scrutiny intensifies, football’s commercial ecosystem may also need to evolve. The 2026 World Cup demonstrates football’s extraordinary economic power beyond ticket sales and broadcasting rights. Billions of dollars will flow through betting markets over the next month, reinforcing football as one of the world’s most commercially valuable sports.

For Australia, the challenge is ensuring that the business generated by football strengthens the game itself, rather than simply enriching industries that surround it.

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