Under Armour and Sydney FC forge an exciting new partnership and the kit looks impressive

Football kit is big business. With hundreds of millions of units sold each and every year, it is no wonder that sports clothing and accessory brands align themselves with teams; seeking mutually beneficial partnerships across the globe.

In fact, total sports sponsorship looks likely to surpass US$65 billion in 2019, with football accounting for a significant piece of that pie.

The corporate investment is considerable, yet the return lucrative. Presenting and marketing a fashionable, successful and elite face to a sporting public craving connection and relationship with its sports stars is marketing 101.

For the sportswear industries’ heaviest hitters, football teams are an important arm of their corporate strategy and vision.

Despite its relatively innocuous size when compared to major football leagues around the world, there is still much value in forging corporate partnerships with Australia’s A-League franchises.

That fact has not escaped the U.S based footwear, apparel and accessory giant Under Armour. From humble origins, the company has become an industry leader and its iconic corporate symbol will now adorn the kit of one of Australia’s most successful clubs.

Reigning A-League and W-League champion Sydney FC launched its 2019/20 kit in style last week and for the first time, the designs are provided by Under Armour; a new player on the A-League scene.

The deal is a major coup for the Sky Blues yet also a clear statement of intention from Under Armour; obviously looking to broaden its reach internationally.

The launch took place with all the glitz and glamour that Australia’s biggest City usually provides and its most successful football club celebrated the new association with a cruise on Sydney Harbour.

Players, club staff, partners and an array of guests attended, with Sydney midfielder Milos Ninkovic and W-League captain Teresa Polias given the honour of modelling the new home design.

The away and alternate strips were also showcased and all contain an indelible symbol that clearly connects the club to both fans and the local environment.

Senior design manger on Under Armour’s Global Football Team Karen Patterson explained.

“Using sky blue as the focal point, conceptually we designed the three kits to incorporate the club’s traditional colours while also giving a nod to the Sydney Opera House – an iconic symbol for the club and for supporters around the world.”

The strips are visually stunning and using state of the art material technology, also provide Sydney’s teams with the best chance of success in what will be demanding and competitive seasons in both the A and W Leagues in 2019/20.

The four-year deal sets up a relationship based on successful branding and imaging, a quality that both parties pursue. It is something Sydney FC achieved last season when it raised both the men’s and women’s championship trophies and also what Under Armour aim to achieve by producing bold and innovative designs in their development of football kit.

Certainly in the case of Sydney FC, they appear to have hit the mark.

With Puma, Umbro, Macron, Adidas, Nike and Kappa already in the A-League kit arena, the new player enters a competitive and challenging local market and Sydney FC becomes the 18th club backed by the brand across the globe.

The medium term vision for the company must surely include forging a deal with a European powerhouse club that will ingrain their name even more deeply into the world game.

Thanks to the ever-increasing importance of global branding and corporate involvement in all sport, clubs benefit considerably from both the product provided and the associated aesthetics that permeate in a world of impression and reputation.

This new arrangement is an exciting development for the league and Sydney FC will look stunning on the pitch in spite of any disappointing results. It will be interesting to see the competitors’ offerings as we move nearer to season kick-off in October and wonderful if more and more young kids begin wearing the colours of their favourite A-League team instead of far-flung international clubs.

Staff Writer
Soccerscene is committed to promoting, enhancing and growing the soccer industry in Australia. We believe soccer news has captured the attention of grassroots soccer clubs, apparel and equipment suppliers – which extends to governing bodies, club administrators and industry decision makers. Many of the auxiliary products and services support the growth of the soccer industry in Australia and Asia, a passion we also share and want to express through our work.

Melbourne Knights confirm innovative alliance with ProTrainUp

Melbourne Knights Football Club has confirmed a new partnership with leading football management software company, ProTrainUp.

This collaboration is set to enhance communication and streamline operations with the Club, marking a significant step forward in the commitment to excellence and growth.

Founded in 2013, ProTrainUp is a club management system fuelled by data driven technology, created by and for the football community. ProTrainUp combines quantitative and qualitative data to enhance club operations for both staff and participants, enabling the Club to:

  1. Enhance communication between club staff and players with built-in public and private messaging services.
  2. Simplify the organization and delivery of training sessions using plans and sessions provided by top international federations and clubs, available only through ProTrainUp.
  3. Maintain an up-to-date calendar of training sessions and matches.
  4. Gather data and statistics on players to create detailed reports on individual player development and overall team progress.

ProTrainUp is a system used by clubs around the world including European clubs such as Dinamo Zagreb FC and FC Porto, highlighting its importance in modern football.

The main objective of this partnership is to enhance communication among club staff, players, and parents.

ProTrainUp’s advanced software will deliver a centralised platform for efficient and effective communication, guaranteeing that all members of the Melbourne Knights community stay well-informed and engaged.

The system is accessible both online and through the app, allowing players and parents to enable push notifications so they never miss important Club updates.

The partnership will play a huge role in upskilling the juniors program in 2025, a huge focus that President Simon Pincic spoke about in length in his exclusive interview with Soccerscene.

The Knights will leverage ProTrainUp’s comprehensive tools for training management, performance tracking, and development planning to ‘provide the juniors with the best possible environment to grow and succeed’ as per their statement.

This will help more than just the junior players however with ProTrainUp, the coaches will benefit from this technology with seamless tracking of player progress, and enhanced training experiences, all contributing to the overall development of the junior players.

The club spoke about the future of their management through this advanced technology system.

“We look forward to a successful partnership and are excited about the positive impact it will have on our Club and community. Together with ProTrainUp, we are committed to building a stronger, more connected, and highly effective football club,” Knights said in a club statement.

This is an excellent and innovative partnership by the Knights that sees them advance forward in the development of technology.

The Knights have been vocal about the importance of junior development and have historically been one of Australia’s most successful clubs at creating stars from their system, with ProTrainUp only advancing that cause.

Football NSW to gain more traction through established sponsor

Football NSW have confirmed a collaboration with the technology advertising platform Nine Ad Manager, as a new primary sponsor for 2024.

Nine Ad Manager falls under the Nine network umbrella, acting as an versatile platform in which Australian businesses are able to utilise in generating traction amongst a specific target audience.

Advertising can be reached through audiences across each of the Nine Networks main television channels including 9Now and the 9 on-demand streaming television service.

Television advertisement campaigns created and submitted to the Nine Ad Manager service, are strategically aired at times in which relates to the product featured within the advertisement.

Performance of the advertisements effectiveness can be analysed through the amount of traffic the business is providing the advertisement as it becomes accustomed too.

The manager platform can assist businesses regardless of stature and status, to access mainstream television advertising opportunity for the Nine Network.

Small and medium sized businesses have the capacity to advertise their respective businesses throughout peak television times for an affordable cost.

Having partnered with FNSW, the sole intention of the newly founded cooperation is to give back to the state community, recognising and showcasing the importance upon community football teams that participate across the state.

As disclosed upon the FNSW website, Head of Nine Ad Manager Todd Fisher discussed the importance of the newly founded partnership said via press release.

“This partnership allows us to support the vibrant sporting communities that are at the heart of local culture and community building. Nine Ad Manager’s core mission is to empower small businesses, enabling them to be seen, heard, and remembered in their local areas and achieve business growth. By partnering with Football NSW, we not only champion local football but also the small businesses and communities that surround them.”

Football NSW CEO John Tsatsimas added his excitement for the partnership via press release.

“Football NSW welcomes Nine Ad Manager to the family and we look forward to establishing a strong working relationship with them over the next 12 months.”

A fresh new look on the back of each of FNSWs State Team jerseys in 2024, with The Nine Ad Manager logo to feature prominently beneath the player’s number.

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