The Future of Football with Bill Papastergiadis

In our first episode of Unfiltered, our conversation with Bill Papastergiadis quickly cemented why he’s the National Chairman and Managing Partner at Moraine Agnew Lawyers, President of the Greek Community of Melbourne, President of South Melbourne FC, and a board member across several organisations.The episode serves as a lens for examining the deep interconnections between football, community, governance, and the tangled politics beneath Australia’s sporting landscape.

Football and the Ties That Bind

For Australian football stakeholders, the implications are clear. Football’s true power isn’t just what happens in the technical area or at the board table; it’s how sport can unify diverse cultures and channel rivalries into positive outcomes. Papastergiadis reflects on his own journey, where law and leadership blend seamlessly into community-building: “All of the things we work in have an interconnection…my job as a lawyer relates to my work at South Melbourne Hallas.” Clubs are, in this sense, social institutions, able to support not just athletes, but families, grassroots volunteers, and community partners.

Yet, the podcast doesn’t shy away from highlighting how politics shapes the game, for better and worse. “Football brings out the best in us and sometimes not the best in us,” Papastergiadis admits. Behind every bid for a stadium, every negotiation with government or governing bodies, there’s manoeuvring, advocacy, and, at times, division. As he puts it, “People are trying to use whatever skill or relationship they have to get their club where they want it to be. They will describe that as political. Politics is really part of our lives.”

The Fight for Access

It’s in this way that the episode’s most substantial industry analysis emerges. The conversation turns to the national second tier- the newly launched Australian Championship, and the legacy of locking NPL clubs out of the A-League.

“I hope it’s fixed. We will agitate for it to be fixed. Not because for the sake of South Melbourne, but for the sake of every club in this country. They all deserve…to aspire, to dream and to bring out the best in themselves and to progress. You can’t stop that in humanity.”

Papastergiadis credits Football Australia and Football Victoria’s recent efforts to re-introduce competition between historic clubs:

“Every club went another level in terms of player engagement, fan engagement, creating a better experience, match day experience for their supporters. Everything went up because we introduced competition again.” Fan attendance soared by up to 600% in one season, and clubs invested in both players and match-day infrastructure. For commercial operators, administrators, and sponsors, this speaks to a simple truth: when doors open, football’s audience answers.

Community, Identity and Social Cohesion

The episode also asks hard questions about identity and inclusion, both for clubs and communities. Papastergiadis doesn’t downplay the tensions that can arise from tribalism or historical rivalries, yet he champions the need for clubs to embrace their heritage within a multicultural framework. “We’re an Australian club, first and foremost (…) we do have, however, a history and it’s a history that gives meaning and purpose to the club. Let’s not deny that, but let’s make sure that history is conveyed in a way which promotes social cohesion, which doesn’t exclude others.”

He draws a direct line between football, ethnic history, and social progress, arguing that attempts to erase cultural identity or punish clubs for their backgrounds was a regressive move rooted in Australia’s old racism. “The demise of the National Soccer League was racist in its execution and to deny those clubs the opportunity to continue to participate solely because of their historical background, particularly when those clubs are what football was built on.”

 

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Industry Lessons and the Path Ahead

Politics will always be embedded within football’s machinery. But, as Papastergiadis notes, the impacts are not inevitably negative, provided that industry leaders focus on engagement, transparency, grit, and trust-building. His advice for clubs working with councils is clear: “Invite them to your events. Invite them to your club presentations. Invite the counsellors to matches. Organise lunches. Through that process, they will find that doors will open. (…) Trust is built over time.”

If anything, this episode illustrates that the future of Australian football rests on industry’s willingness to marry grit and ambition with cultural sensitivity and openness. “The journey is more important than the outcome. We should encourage people to feel good about the particular journey, that daily journey they’re involved in.”

For listeners, football stakeholders, and policymakers, Papastergiadis’ reflections and stories, some poignant, some political, all rooted in decades of experience, are both a window and a challenge. Open the doors, listen deeply, agitate constructively, and let football’s dreams flourish.

Dive into the full episode for more stories, leadership lessons, and insight on shaping Australian football’s next chapter.

Our episode is now out on Spotify, listen here.

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Mizuno’s Australian gamble: can a 120-year-old brand break through?

When Mizuno unveiled a mural of Socceroos captain Harry Souttar on a Richmond wall during the 2026 World Cup, the company’s name did not appear on the artwork. The artist, Rory Ledge, painted Souttar as the “Minister of Defence” behind a brick wall. Channel 7 and Channel 9 turned up. The Herald Sun ran it in their Saturday edition. Mizuno’s brand director called it “mainstream awareness” without paid media.

The mural sat within a broader push by the Osaka-based company to expand in Oceania. For the fiscal year ending March 2026, Mizuno reported sales of ¥259 billion, up 7.8 per cent year-on-year, with net income of ¥18.4 billion representing 20.5 per cent growth . Operating profit rose to ¥22.6 billion. The Asia and Oceania segment is central to the company’s medium-term plan, which targets net sales of ¥290 billion by fiscal 2027.

The growth imperative

Australian football has not historically been kind to specialist boot brands. Nike, Adidas and Puma dominate retail shelves. A-Leagues collective bargaining agreements and club deals have locked in incumbents. For a brand without the marketing budgets of its competitors, the path to relevance runs through the players.

Mizuno has grown its Australian ambassador base from one athlete to around 20 across the A-Leagues in recent seasons. Melbourne City’s Tolgay Arslan, who played in the Bundesliga and Serie A before arriving in Australia, told Front Page Football: “If I discovered these boots ten years ago, I would wear these boots overseas in my career.” Western United midfielder Angus Thurgate called them “the comfiest boots I’ve ever worn”.

The mural moment

Richmond was chosen for the mural because of its location. The suburb sits at the centre of Melbourne’s sporting precinct, five minutes’ walk from the MCG and AAMI Park. It is already home to murals of AFL players. Rowena Corner Store owner Con, who agreed to host the artwork, had previously welcomed murals of Dusty Martin and an AFLW player.

“We didn’t have access to Harry because he was in the US competing,” brand director Rishi said. “We couldn’t do a photoshoot. So we had to be clever. The best ideas come from real time, aligned with what the public discourse looks like. Once we saw his Wikipedia page updated to refer to him as the Minister of Defence, we knew we could play into this.”

Ledge incorporated an existing window into the design to create a net behind Souttar’s figure. The mural appeared the morning of the Paraguay match, when Australia’s clean sheet sent them into the knockout phase.

The World Cup provided a massive backdrop. The Socceroos’ run captivated the nation: 4.84 million Australians tuned in to the Paraguay match, making it the most-watched World Cup match in SBS history at the time, with an average audience of 3.086 million . The final reached 5.26 million viewers, and cumulative tournament reach hit 18.04 million— 64 per cent of Australia’s population. SBS director of sport Ken Shipp said: “We’ve never seen engagement at this level.” Mizuno spent comparatively little and had Channel 7 and Channel 9 on site.

The commercial question

For a brand with limited marketing firepower, organic PR coverage is the prize. The question for the company’s Oceania division, still in growth mode, is whether a mural and a handful of player endorsements can convert into sustained commercial traction. Retail partnerships with Ultra Football, which has created a dedicated Mizuno space at its Melbourne store, suggest the company is thinking beyond campaigns.

Mizuno’s European expansion has taken a different path. The company signed a five-year deal to become AS Monaco’s technical equipment partner from the 2025-26 season, its first entry into Ligue 1. It already has a presence in Germany’s Bundesliga and Italy’s Serie A. In Australia, institutional partnerships are harder to secure. The approach has been slower: build through athletes, then through community, then through culture.

The Queensland government signed a Memorandum of Understanding with Mizuno in March 2026 to explore the Japan-Australia Sports & Health Innovation Exchange (JASHIE), a two-year partnership focused on sport and health innovation . The agreement supports Queensland’s preparations for the 2032 Olympic and Paralympic Games.

The mural campaign reflected a broader trend in sporting brand marketing, where IP restrictions and athlete availability increasingly demand creative solutions. “I love what Levi’s did because they were able to lean into their brand codes and tell what I believe to be the most memorable advertising story from the World Cup,” Rishi said. “This is a different page out of fundamentally the same playbook.”

Mizuno’s boots are not cheap. The Made-in-Japan models retail well above competitors’ offerings. The brand’s pitch rests on quality and heritage, not price or volume. That is a harder sell in a country where discounting dominates and cost-of-living pressures are squeezing households.

The Souttar mural will eventually fade or be painted over. Mizuno is betting that by the time it does, enough Australian football fans will have noticed the three stripes’ quieter rival.

Bentleigh Greens and Metricon Bring Local Business Community Together Through Networking Initiative

Bentleigh Greens FC has reinforced its commitment to supporting its community beyond football, partnering with Metricon Homes to host a business networking evening designed to strengthen relationships between local businesses, sponsors and club stakeholders.

 

A unique setting for meaningful connections

Held inside one of Metricon’s display homes, the Bentleigh Greens Business Networking Night welcomed around 60 local business owners, club partners and community leaders for an evening focused on connection, collaboration and knowledge sharing.

Rather than a traditional function space, Metricon opened the doors of one of its display homes, creating a unique networking environment that highlighted how the space could be transformed into a premium venue while providing guests with a relaxed setting to build professional relationships.

The event reflects a growing trend across community football, where clubs are increasingly positioning themselves as platforms for business engagement and local economic development, alongside their role in delivering participation opportunities on the pitch.

Guests also heard from strategic futurist Marcus Barber, who delivered a presentation examining the growing influence of artificial intelligence on modern business. His insights encouraged attendees to consider how emerging technologies are reshaping industries and the importance of preparing for future change.

 

Creating value beyond sponsorship

While commercial outcomes were never the primary objective, the evening was designed to create long-term value by fostering meaningful relationships between businesses connected to the Bentleigh Greens community.

Early feedback has been overwhelmingly positive, with several attendees already establishing new contacts and beginning discussions around potential collaborations.

The initiative also highlights Metricon’s broader commitment to supporting local communities beyond residential construction. By partnering with Bentleigh Greens and providing the venue, the company helped facilitate an event that encouraged learning, networking and stronger community connections.

 

Football clubs as community business hubs

For community football clubs, initiatives such as these demonstrate how partnerships can extend beyond traditional sponsorship models. By creating opportunities for local businesses to engage with one another, clubs can strengthen their commercial networks while delivering tangible value to sponsors and the wider community.

As football clubs continue to explore new ways of engaging stakeholders off the field, events like the Bentleigh Greens Business Networking Night illustrate how sport can serve as a catalyst for meaningful business relationships and long-term community growth.

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