The Star backs Sydney FC Foundation’s “Memorable Experiences” program

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Sydney FC
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In collaboration with the Sydney FC Foundation, The Star will assist in providing iconic and unforgettable moments to members, fans and also community contributors involved in supporting the Sky Blues.

With the overall aim of creating a memorable matchday, in the near future Sydney FC Foundation and The Star will be issuing a public statement for a process to nominate members of the community to support by identifying recipients of the program.

Back in 2019, The Star signed a new four-year contract as a Principal Partner with Sydney FC, sustaining the already triumphant two-year partnership which has the Sky Blues lift the A-League Men’s Championship and Premiership, as well as the Australia Cup, while Sydney FC’s A-League Women’s squad were victorious in the Championship in the first season of The Star that was visible on the front of the shirt.

Sydney FC Foundation Chair Jenny Abood said via press release:

“We are honoured to be partnering with The Star to deliver a program that celebrates and rewards individuals who make a difference in our community, thank you to The Star for their support and generosity to help change lives one pass at a time.”

The Star CEO Sydney Scott Wharton added via press release:

“The Star is a proud member of the Sydney community, a long-term partner of Sydney FC and honoured to be part of the Sydney FC Foundation Memorable Experiences program, we are delighted with the opportunity to help recognise members of the Sydney FC family who contribute towards making our city and communities a better place to live and visit.”

The Star will carry on by holding high-profile Sydney FC functions for instance the Sky Blue Ball, Foundation Dinner and 24/7 Sports Bar, remaining as the Sky Blues’ official home away from home.

For more information about The Star, click here.

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Thank You to Our Partners and Readers for an Outstanding 2025

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The Soccerscene Team would like to thank all its partners and readers for the 2025 year and wishing you all a happy festive season and New Year.

Soccerscene has had the privilege of bringing its readers the biggest and latest news and stories in football.

Including changes in Football Australia and the global footballing market, the inaugural season of the Australian National Championship and the release of our new ‘Off The Pitch’ podcast, 2025 has been an exciting season.

Soccerscene would like to extend a big thank you to our major partners including the Professional Footballers Association (PFA), The Global Institute for Sport (GIS), Majestri, Football Pro Directory, TX Football, Football Coaches Australia (FCA) and Box2Box.

Also Faraday West, Oakleigh Cannons, PEGS Soccer Club, Old Ivanhoe Soccer Club, Husqvarna, and Shepparton Cup.

We value your immense support and involvement with us and are excited to continue working with our partners in the coming year.

A special thanks to all people in the industry that have worked with us and our loyal readers.

Big things will be coming in 2026 and the Soccerscene team is excited to get the ball rolling next year.

Our team wishes you all a happy festive period and a prosperous New Year.

Kind regards, The Soccerscene Team.

Liverpool FC Teams Up with SAS in Multi-Year AI Marketing Deal

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Under a new multi-year deal, Liverpool FC has partnered with analytics and software company SAS as its Official AI Marketing Automation Partner, integrating advanced data and AI technology into the club’s marketing and fan engagement activities.

As part of the agreement, Liverpool will deploy SAS Customer Intelligence 360 and SAS Viya, leveraging the platforms to enable marketing automation, campaign orchestration and data-driven decision-making across large consumer environments.

The integration of SAS technology is designed to optimise campaign operations and efficiency, while supporting deeper audience segmentation and more personalised fan engagement.

Moving beyond a typical logo-led sponsorship, the Liverpool–SAS partnership is built around technology adoption, with SAS tools woven into Liverpool’s marketing processes to influence how campaigns are created, evaluated and improved.

Chief Commercial Officer, Ben Latty highlighted the role of SAS technology in enhancing efficiency and insight across the club.

“Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools – including SAS Customer Intelligence 360 platform and SAS Viya – that will help streamline our work and support better decision-making,” he said via press release.

SAS Chief Marketing Officer, Jennifer Chase underscored how the partnership leverages data and AI to elevate the fan experience for one of football’s most passionate global audiences.

“Liverpool FC has one of the most passionate fan bases in the world, and we’re proud to help elevate that experience through the power of data and AI. With SAS technology, the club can turn massive volumes of data into meaningful, real-time insights that allow us to get the right message, to the right fan, at the right time – connecting fans from Anfield to anywhere in the world,” she said via press release.

Alongside commercial operations, the deal includes a STEM-focused education element delivered in collaboration with the LFC Foundation, reflecting a growing trend for technology partnerships to blend enterprise deployment with community impact.

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