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.

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Labor announces campaign promise for Football facility upgrades in Hepburn Shire

Soccer Facilities Set for $1.2 Million Upgrade in Hepburn Shire

The growing participation of women and girls in soccer throughout the Hepburn Shire is set to receive a significant boost, with two local facilities earmarked for major upgrades.

Member for Ballarat Catherine King announced the funding commitment which targets Victoria Park in Daylesford and the Doug Lindsay Recreation Reserve in Creswick.

This funding is totalled at $1.2 million should the Federal Labor Government secure re-election on May 3. These upgrades address critical infrastructure shortfalls that have hindered growth in female participation.

Labor Federal MP Catherine King, who has held the Labor ‘stronghold’ seat since the 2022 election has been vocal in her support for women’s football and the struggles faced.

“The current situation where women and girls are forced to use men’s changerooms, cars or old sheds for match preparation is simply not acceptable in modern sport,” King commented via The Ballarat Times.

“These clubs have created welcoming environments that women and girls want to be part of, and these upgrades will provide the facilities they deserve.”

The Daylesford and Hepburn United Soccer Club, which currently supports approximately 150 players including 40 female participants, has been forced to implement membership caps due to inadequate pitch capacity.

The proposed reconfiguration at Victoria Park will deliver two senior-sized pitches, accommodating the surge in junior and women’s participation.

Meanwhile, at the Doug Lindsay Recreation Reserve, funding will enable the construction of additional female-friendly changing facilities for both players and officials.

The commitment reflects the changing landscape of Australian soccer, with female participation rates continuing to climb nationwide.

Local sporting administrators have welcomed the announcement, noting that inadequate facilities have long been identified as a significant barrier to growing female participation in grassroots sport.

These election commitments would be delivered in accordance with Commonwealth Grants Rules and Principles should the Albanese Government secure another term.

The need for development of local facilities has become more evident and pressing. Most amateur clubs primary funding for upgrades is through government grants.

Sport is such an integral part of the Australian landscape and the need for fair opportunity for women gains momentum, promises like this hold great hope for people and lasting positive impacts.

As the most played sport in the state and Australia, especially among women, its positive to hear that, like other codes football is getting the recognition and support it deserves.

DAZN turns down LFP proposal to end Ligue 1 broadcasting deal

Broadcaster DAZN has rejected a proposal brought forward by the French Professional Football League (LFP) to terminate its five-year broadcasting deal for Ligue 1 after one season.

The sports streaming platform originally signed a five-year deal worth AUD $715 million (€400 million) a year to broadcast eight out of the nine Ligue 1 matches each week.

But with fewer subscribers than expected — reportedly only around 500,000, far below the 1.5 million needed to break even, the company has been pushing to renegotiate the deal.

In February, DAZN held back half of a AUD $125 million (€70 million) payment, accusing the LFP of not doing enough to fight piracy.

It also criticised the league and clubs for not promoting its broadcasts or collaborating on content.

The LFP responded by taking legal action, and DAZN eventually made the payment by the end of the month.

In March, both sides entered mediation to reach a compromise.

According to several reports, the proposed solution would have DAZN pay the league AUD$250 million (€140 million) — covering the full amount owed for this season — plus up to AUD$223.6 million (€125 million) in compensation for next season.

After that, the deal will officially end at the close of the current season.

This week, Ligue 1 clubs voted in favour of the proposal but DAZN has now rejected it, paving the way for possible legal action.

As a result, the LFP released a statement regarding DAZN’s rejection of the proposal.

“LFP Media notes the failure of the mediation initiated at the beginning of March 2025,” they said in a press release.

“The contract binding the parties remains in force and LFP Media expects its partner to fully fulfil all of its obligations in this regard.”

Before the mediation process began, DAZN had demanded AUD $1.025 billion (€573 million) in compensation from the LFP, accusing the league of not living up to its end of the deal.

In response to the LFP, DAZN released its own statement.

“After four months of discussions — including six weeks of mediation — initiated in good faith by DAZN and involving several proposals, the mediation unfortunately did not succeed in sufficiently bridging the gap between the parties,” they said following the LFP’s statement.

“It has therefore not been possible at this stage to reach an agreement for an amicable resolution of the situation.”

DAZN’s rejection of the deal has effectively ended the mediation process, with negotiations between the streaming service and the LFP now finished.

However, reports from France indicate that the two sides are expected to meet again on April 30th, the deadline for DAZN’s next payment for the current season.

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