The Terrace – the saviour of football retail?

Founded in 2018, The Terrace has become one of the fastest growing sporting retail companies in the industry.

The organisation’s company ethos is “more than just an order number” and their hands-on interaction with fans is proving to be a hit so far.

In their first 17 months of operation, the company has sold over 10,000 units of merchandise to a worldwide customer base.

Seen by over five million people worldwide each month, The Terrace have also entered licensed partnerships with various Premier League and English Football League clubs.

“We are delighted to partner with The Terrace to bring supporters a fantastic range of official licensed retro products,” Sean Davies – the retail and licensing director for Fulham FC, told FC Business.

“The Terrace team have been great to work alongside and this exciting new licensing partnership is one we expect to grow and develop quickly over the coming season.”

So, what is the secret behind their rapid growth? To put it simply, the products that they produce are innovative, creative and appealing to a broad market.

For example, one look at their online store will show retro West Ham merchandise, ranging from pint glasses to Santa sacks, as well as couch cushions designed from previous kits in the club’s history.

In what can be quite a stale market with extremely similar templates across the board, The Terrace has created something fresh.

The clubs they are in partnership with continue to benefit from these diverse product designs.

“Many of our fans will be familiar with The Terrace brand already and it’s great to be able to endorse a range of quality products with an official partnership,” said director of retail operations at Ipswich Town, Lee Hyde. “It’s a very exciting licensing partnership for both parties; one I can see growing quickly.”

The organisation’s plan is to further improve a sports retail industry that has stalled, by giving customers a larger array of options.

An in-house design team bring their nostalgic ideas to life through an exceptional eye for detail, which give fans the chance to reminisce about their sporting teams’ favourite moments through kit culture.

The Terrace operates a print on demand service for customers wanting to buy merchandise. As a result of this, there is no stock risk or potential for wasted investment.

The products provided, such as phone cases, blanket throws and towels are items club shops don’t invest heavily in or stock. This is therefore an attractive proposition for clubs to partner with the company, to help them fill a gap.

The Terrace director Carl Swell states: “The Terrace has become a successful and trusted retail platform for fans, but from the very start, Paul [co-director] and I have firmly stood by the principle that you can still earn a living whilst remaining loyal to your core values; those being that sport is a community, a passion, and a lifestyle.

“That’s why we proudly became a charity partner to CALM, the men’s suicide prevention charity, to help raise money through sales for such a worthy cause; sponsor grassroots football teams, from supplying kits to installing much-needed improvements at grounds; and sponsoring fan-led ventures as much as we can. As part of a community, we look after our customers because they look after us.”

This year the company aims to increase the volume of sales for the 20,000 unique visitors they have on a weekly basis. Faster delivery times are also a strong focus, refining the customer experience.

They hope to at least double their licensed portfolio by the second quarter of the year, opening the door to all sporting clubs that are interested. With the success they’ve had so far, it would be hard to believe they would be short of any suitors.

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Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

Football Australia bolsters leadership with key new appointments

Football Australia has confirmed the appointments of Briana Harvey as General Manager of the Women’s National Teams and David Mason for the role of General Manager of the Men’s National Teams.

These strategic appointments are part of Football Australia’s ongoing efforts to strengthen and enhance the leadership and management of its national teams, ensuring both the women’s and men’s programs benefit from experienced and dedicated leadership.

Harvey has an extensive background in sports management, having held key roles at prominent organizations such as Hockey Victoria, the Australian Football League, Hawthorn Football Club, and, most recently, at the GWS GIANTS Football Club. Her diverse experience across these major sporting bodies highlights her expertise and leadership capabilities in the field.

Mason’s deep involvement with Australian football stretches back to 1998. Throughout his career, he has held numerous management positions in media and communications, football operations, and club administration at Northern Spirit, Parramatta Power, Sydney FC, and Football Australia.

His extensive experience across these diverse roles has equipped him with a comprehensive understanding of the sport’s landscape, making him a valuable asset in his new role.

For the last seven years, Mason has served as CEO of Manly Warringah Football Association and Manly United FC, one of Australia’s largest football associations. Returning to Football Australia, Mason brings with him a vast reservoir of knowledge in local, regional, and global football.

His experience is complemented by a deep familiarity with Australia’s National Football Teams, positioning him to make significant contributions in his new role.

Beginning on August 12, both Harvey and Mason will take charge of the strategic, operational, and administrative aspects of Football Australia’s Men’s and Women’s National Teams. Their responsibilities will include planning and managing budgets, as well as coordinating overall annual match schedules.

In their roles, they will ensure that all logistical and operational needs are met, driving the success and efficiency of the national teams’ programs.

Their leadership will be pivotal in shaping the future of Australian football on both the national and international stages.

Head of National Teams Gary Moretti expressed his excitement of the designation via press release.

“We are delighted to have secured the services of both Briana and David who as individuals and collectively bring a wealth of industry knowledge to Football Australia,” he said.

“Briana has a strong corporate pedigree with extensive experience within elite level sport. Her background and passion for women’s sport will be an invaluable asset to our National Teams both now and in the future.

“David is a football person and has contributed to the sport at all levels for almost three decades. In addition to his strong football acumen, David brings significant business and operational experience from his highly successful tenure as a CEO within the football industry.

“Along with Andrew McKenzie (General Manager – High Performance), the appointments of Briana and David will strengthen the management and future prospects of our National Teams as we look to create an elite performance and operational environment featuring a world’s best-practice focus.”

CEO of Football Australia James Johnson added how their experience and wealth of knowledge will ensure operation excellence via press release.

“The appointments of Briana and David are strategic moves that align with our vision to enhance the performance and success of our National Teams. Their combined experience and leadership will play a crucial role in ensuring operational excellence, so we remain competitive on the global stage and continue to inspire the next generation of football talent in Australia.”

Football Australia – National Teams Senior Management

Head of National Teams: Gary Moretti
General Manager – Women’s National Teams: Briana Harvey (commencing 12 August)
General Manager – Men’s National Teams: David Mason (commencing 12 August)
General Manager – High Performance: Andrew McKenzie (commenced 10 July)
General Manager – Football Analysis, Data and Insights (to be appointed)

The creation of four new leadership positions within the National Teams underscores Football Australia’s commitment and investment in its Senior and Youth National Teams, as outlined in the XI Principles for the future of Australian Football. Every position plays a critical role in advancing, overseeing, and ensuring the sustained success of all High Performance and National Team programs and initiatives.

Football South Australia extend collaboration with SAASL

Football South Australia and the South Australian Amateur Soccer League (SAASL) have extended their collaboration, strengthening their cooperation in developing football in the state.

There was a meeting held recently where key representatives from both organisations discussed ways to continue their growth of the game in the state at all levels.

Since the partnership began in 2018, the two parties have made a meaningful impact in the South Australian football community.

Several key initiatives have been launched through this collaboration which include:

Referee Development: Football SA’s Referees Department is now responsible for assigning match officials for all SAASL games. In 2024, the strategic emphasis by Football SA and SAASL on referees has led to a notable improvement in match official coverage for Senior Divisions in both Saturday and Sunday leagues.

Officiating Initiatives: Football SA has introduced various initiatives to recruit new referees and support young officials, such as State Championships and specialised mentorship programs. Meanwhile, SAASL is actively working on strategies to enhance their Club Referee program, offering a clear pathway for both new and returning referees.

Respect Campaign: The Armband Campaign to protect young referees has been successfully launched. Embraced by clubs, participants, and the football community, the bright orange armbands worn by referees under 18 serve as a clear reminder that these officials are minors.

Venue Support: ServiceFM Stadium has been the venue for major SAASL events, offering a professional environment for amateur league matches.

Streamlined Registration: SAASL players will keep registering via a consistent Player Registration System, which enhances administrative efficiency and ensures the integrity of player registrations.

Shared Competition Management System: Offering uniform and efficient Competition Management Processes across all competitions, enhancing efficiency for clubs, referees, and association administrators.

Enhanced Player Protection: SAASL players are covered by the National Insurance Scheme, which offers essential protection for clubs, administrators, volunteers, and participants.

Michael Carter, CEO of Football SA spoke very highly of the partnership and its effects on the game in SA.

“This extension represents more than just a renewal of our agreement,” he said in a statement.

“It’s a testament to the evolving and strengthening relationship between Football SA and SAASL. We’re working closer together than ever before, and the results speak for themselves.”

George Fotopoulos, President of SAASL and SAASL Board members and Executive Officer Darcy Evan shared a similar sentiment about the excitement of this continued long-term partnership.

“We are pleased to continue our partnership with Football SA. Our ongoing affiliation has seen a significant improvement in our Referee coverage in 2024, that is due to the collaboration and hard work of both the Football SA and the SAASL administration teams. We look forward to further opportunities the partnership will provide,” SAASL confirmed in a statement.

Overall, this partnership enhances the infrastructure, safety, and quality of football in South Australia, encouraging greater participation for players, coaches and referees which is helping the sport thrive at all levels.

Amateur and grassroots football success is the core to any good footballing foundation and this prosperous partnership continuing is a brilliant result.

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