Wellington Phoenix to be in tip-top shape with Anytime Fitness

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Anytime Fitness and Wellington Phoenix
Image credit: Anytime Fitness

Wellington Phoenix has announced an exciting partnership with global fitness chain Anytime Fitness.

The deal will grant the entire club access to Anytime Fitness locations both in New Zealand and Australia.

Anytime Fitness has a considerable market share in both nations 24/7 locations found in 60 spots in New Zealand, and 540 clubs in Australia. The brand has in total 5000 gyms globally.

Under the agreement, club players will have access to all these facilities – a huge win for the often-travelling club.

In recent years, the Phoenix had struggled to find training facilities when they were away from their training base at The New Zealand Campus of Innovation and Sport in Upper Hutt.

However, with this new deal the club is confident that players both in the first teams and their academy sides will now have access to state-of-the-art facilities even when they are on the road.

The Phoenix’s head of strength and conditioning, Weijie Lim, heralded the deal as a ‘game changer’ for the club.

“I think it’s really beneficial for us at all levels of the club,” he said via press release.

“When the men and women are in Australia during the A-Leagues seasons the players now have top quality facilities they can utilise.

“In the past it’s been quite difficult for us to find accessible facilities in different cities and states across Australia. This partnership is going to make our lives a lot easier when we’re on the road.

“Anytime Fitness’ central Wellington gym is also great for the club, especially for our top end academy players, who can now get all their strength work done together in one centralised location.

“The staff at Kent Terrace are very welcoming and it’s a convenient gym for players to access and utilise throughout the season.”

Anytime Fitness New Zealand CEO Cam Ward also expressed his company’s thrill at paring with the nation’s club.

“At Anytime Fitness, we believe in the power of community and the transformative effects of fitness on individuals’ lives,” he added via press release.

“Teaming up with the Wellington Phoenix aligns perfectly with our mission to inspire healthier lifestyles and create a positive influence within the community.

“This collaboration marks an exciting chapter in our journey to make fitness accessible to all, and we can’t wait to see the positive outcomes it brings forth.”

This is an exciting deal for both partners as they look to grow.

For Anytime Fitness, they will be looking to the club’s branding power as a strong incentive to get more gym goers to choose them.

In the Phoenix’s case, the security this deal brings to their training and recovery programs may just be the push that the club needs to boost itself beyond the mid-table in the upcoming A-League seasons.

This partnership is also great for club members who will be able to get 10% off on a 12 month Anytime Fitness membership.

Ned Morris to step down as Adelaide United chair

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Image credit: PxHere website

Adelaide United have confirmed that Ned Morris will step down as chair after a mutual agreement and will continue in an advisory role with the club.

Morris spent 18 months in the role and Adelaide United has stated they will carefully evaluate the future of the chair position, making sure it aligns with their long-term goals.

Morris and the club have acknowledged that there will be significant challenges along the way, with the internal restructure now complete.

In addition, Adelaide United felt the time was right for a shift towards a local South Australian approach.

Morris reflected on his time serving as chair at Adelaide United and said he is still ready to show the club’s full support:

“I have thoroughly enjoyed the past 18 months working closely with the United family on behalf of Australia’s best A-League fans, the Reds,” he said in a media release on the club’s website.

“I am very confident that we have put in place the right vision, strategy, and key personnel to see the Club achieve ultimate success in the very near future.

“I remain committed to working with Adelaide United in an advisory role and look forward to supporting our men’s and women’s teams ahead of the 2024-25 season.”

Major shareholder and ownership representative at Adelaide United, Cor Adriannse, said about Morris’ contribution to the club:

“We have greatly enjoyed working with Ned over the last 18 months. He has been a tremendous asset to the Club, especially in navigating the difficult post-COVID phase for both the Club and the league,” he said in a media release on the club’s website.

“We deeply appreciate the improvements he has driven alongside our management team. Ned will always remain connected to the Club, and we intend to continue working together in one capacity or another.”

Throughout Morris’ tenure, he drove key developments such as the high-performance program investment strategy, establishing a global partnership with Eredivisie side PSV Eindhoven and appointing Ernest Faber as Technical Director in May this year.

He also expanded the Youth Football Scholarships, renegotiated a five-year tenancy at Coopers Stadium and successfully approved several government funding grants.

Saudi Pro League’s TikTok deal: A media blueprint for Australia

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Image credit: Cristiano Ronaldo Instagram

The Saudi Pro League (SPL) has confirmed a new partnership with TikTok for the 2024/25 season, designating the short video platform as its official digital partner.

This collaboration aims to enhance digital engagement for football enthusiasts both regionally and internationally.

As part of the agreement, TikTok will unveil a dedicated ‘SPL Exclusive Hub,’ offering fans access to a wealth of content from the league’s clubs and partners.

This exclusive content will feature behind-the-scenes footage, in-depth player interviews, and other unique insights into the SPL.

Additionally, TikTok will provide its creators with special opportunities to engage with the league.

This includes access to training sessions, matchday experiences, and interactions with players, allowing for a richer and more immersive fan experience.

The SPL is determined to solidify its position as one of soccer’s premier domestic leagues. While high-profile signings like Cristiano Ronaldo have captured headlines, the TikTok partnership is set to amplify the league’s global visibility.

TikTok’s involvement in football is extensive, with previous partnerships including UEFAfor  Euro 2024 and Women’s Euro 2022, Major League Soccer (MLS), and the Confederation of African Football (CAF).

The platform is also deeply embedded in other sports, including the Paris 2024 Paralympic Games and UFC, and recently extended its multi-year partnership with the National Football League (NFL) to include long-form content.

Saudi Arabia ahead of the game again

Saudi Arabia is leading the way in sports marketing by leveraging apps like TikTok.

Their strategic use of these platforms enhances global visibility and engagement for the Saudi Pro League, showcasing a commitment to innovative digital strategies that connect with a broad, international audience and elevate their brand on a global stage.

It is clear that the SPL’s ambition is to be ‘bigger than the top European Leagues’ per a statement from newly appointed CEO Omar Mugharbel.

Mugharbel mentioned enhancing the product after recent signings Ivan Toney and Joao Cancelo capped off a relatively quiet summer window for the league and hinted at ‘advancing the league’s brand off the pitch with new deals (TikTok) to create a more attractive proposition for star players and fans abroad.’

Everything the SPL do is for attention and they are close to designing a social media juggernaut that is ready to shake the traditional European football landscape, even if some may find it incredibly unpopular. It is certainly working.

How a deal like this would benefit Australian football

Capitalising on the fantastic viewership and engagement from the younger generation is the key to success for the A-Leagues’ future.

According to YouGov Sport in 2023, between the ages of 18-34, the A-League is the second most engaged league in the country, sitting only behind the AFL.

The data showed that 15% of Australian sports fans aged 18-34 regularly streamed the A-League Men whilst 19% of the demographic follow the league on its respective social media channels.

Improving the content on these channels, which is certainly required, has been on the mind of the league for a while and KEEPUP’s failure gives them a blueprint on what not to do this time around.

A deal with TikTok would almost certainly benefit all stakeholders given the league’s lack of engaging, behind-the-scenes content and lacklustre highlight reels leaving many dissatisfied at the overall product.

Now with international marquee signings like Juan Mata and Douglas Costa, the A-Leagues can try and attempt to do what Saudi Arabia do, albeit on a much smaller scale, in terms of leveraging these big names to draw bigger crowds and engagement on social media.

The ability to nail short, bite-sized content is almost essential with the increasingly shorter attention spans and hunt for easily digestible videos that don’t require too much brain power.

In 2024, the A-Leagues must improve in this area and ensure they don’t fall behind the 8 ball again with this sport getting back on its feet.

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