Western United CEO Chris Pehlivanis: “The biggest challenge we have in our game is infrastructure”

Western United have had a tumultuous start to life in the A-League. After weathering the start of the pandemic, Chief Executive Officer Chris Pehlivanis talks to Soccerscene about his involvement in football, building a stadium and the future of the A-League.

Q. How did you first become involved in football?

Pehlivanis: I started playing football when I was five years of age. I was the middle child of three boys, and we all played for a club called East Bentleigh Soccer Club. That was our first taste of it, and I continued to play until the age of 18 where I unfortunately had a knee reconstruction at 17 and again at 18. I started refereeing for about 13 or 14 years and became a sports administrator, worked at FFA, then at the AFL and now at Western United.

Q: When the did the opportunity to be involved with Western United first arise?

I was working at Essendon Football Club, I was CFO (Chief Financial Officer) there for eight years. The people who won the bid, I had a relationship with them, and during their journey they identified me as someone they wanted to bring into the organization. I was really interested in the project, there was more than just a football club, and as such it was really appealing. You don’t get the opportunity to work with a startup or work with an organisation where you get the chance to build the foundations, the culture and build something special. We are two years into this journey and loving every moment of it.

Q: What have you learned from your time with WU throughout the Pandemic?

Pehlivanis: The pandemic was challenging for everyone – for us, it was especially challenging when we were trying to build a new brand, and bring in new fans on the journey. Not being able to physically connect with people and share experiences in the beginning, we lost that. In our first season we played finals, and we didn’t get to enjoy that with our fans, which was heartbreaking for me.

That was a missed opportunity and then you go into the second year, and the matches are stop start – fans had to be resilient with games moving venues left, right and centre – we haven’t been able to get into the community like we planned to, visit schools and clubs in the west, take Western United to the west.

All those things have been challenging, but at the end of the day we are a club holds important values, and we are going to find ways to activate everything we are trying to do, be more resilient and go on this journey. The club isn’t about one or two years, it’s about what we are going to build for the next 20 years.

Q: Has there been any unforeseen challenges?

Pehlivanis: There are always challenges in any startup, and there are always the challenges of people, there are always challenges of players, staff and when you bring a group of 100 people together for the first time. The pandemic has clearly been the most significant. The ability to work in an environment where we play in purpose built stadiums, I think has been the biggest challenge we have to face and that is why we are building a stadium.

It has really highlighted in our state that we don’t have enough purpose built stadiums that create good atmosphere needed to connect with your fans. It is something we continue to work on, and something that challenges us, but this is something that will be fixed in our journey as we continue to build our stadium.

Q: Are boutique purpose built stadiums the future of Australian football?

Pehlivanis: I think so, definitely. It is the atmosphere, we live it and breathe it. When you get to a stadium and it is purpose built for your code there is nothing better. It allows us to activate in a manner that our fans want, so I think it is the future of our game. We need to work with all the key stakeholders, government, and private investors to ensure that we create enough assets, and that is the legacy we want to leave behind. Not only us as Western United, but with the Women’s World Cup coming to this country. The biggest challenge we have in our game is infrastructure, at grassroots level and at senior level. Our game is the best game in Australia, but it lacks infrastructure. As soon as we can get government investment, and private investment into those areas, its only going to mean better things at those levels.

Artwork for Wyndham Stadium

Q: Is the plan to play at AAMI Park for next season?

Pehlivanis: We are working on a solution, and that is our intention. We will still go to Ballarat and Tasmania as part of existing deals, and they are opportunities for us to expand our brand. The majority of the games will be hosted at AAMI Park, because that is a purpose built stadium in Melbourne that caters to A-League games.

Q: How important is the new TV deal to the continued success of the A-League?

Pehlivanis: This is the best game in Australia, it just needs the right investment. Channel 10 has backed our game, and it is a really good message to the community. My view is that the game is in a good place, and what it needs is a partner that will back it. What I mean by that is a partner who will invest in the product, invest in the brand and marketing, and invest in everything other than what is on the pitch, because we will invest in what is on the pitch and ensure it continues to grow.

I think they are ready to grow the game with us, they’ve done it with the Big Bash and the racing, by sticking around and investing in them to turn them into spectacles. I’m really excited by Channel 10 and where we are going, but ultimately it’s going to need everyone to work together to get our game to where it needs to go. For Channel 10 to support on us on this journey sends a really clear message that the next five years of this deal will be really special for the game and help us take it to the next level.

Q: How important will next season be to engage with fans?

Pehlivanis: We’re still on the journey to our forever stadium, and the reality is that every year it is important we continue to grow our brand, our market and build a genuine connection with our fans – these people are our family. Our aim is to turn every football fan, and any potential fans that lives in the west, into a Western United supporter and member. That doesn’t happen overnight, we need to take these people on a journey with us. But we’re patient, and we have time. We want genuine fans that fall in love with Western United.

We are in our third year, we need to keep embracing these challenges and opportunities to enter new markets and connect with people before we get into our new stadium. That will be the time where we showcase our brand at its optimal level. Everything we do for these first few years is foundational, and that is why it is important we continue to work closely with the community and be successful on the park. Our commercial partners are strong, and continue to grow, and without their support we wouldn’t be able to continue to grow. We are going into the season this year with most of our partners re-signed, which is something that didn’t happen in our first two seasons.

From our point of view, we are excited about the upcoming season. We think the game will go to another level, and we are on the verge of some really big announcements regarding coaches and additional players in the squad. The next year will be a really big opportunity to continue growing and build on those foundations.

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Football’s Growth Is Outpacing Council Planning and Clubs Are Paying the Price

Football is growing fast in Australia, but the infrastructure and planning behind it are not. In a Soccerscene-exclusive survey conducted between 19 and 30 January 2026, distributed through our 31,000-strong industry database, grassroots and semi-professional leaders raised consistent concerns that council consultation, long-term facility planning, and funding priorities are failing to match rising participation demand.

The risk is bigger than overcrowded pitches and volunteer burnout. If the foundations of the game cannot keep pace, Australia’s ability to develop talent, retain players, and remain competitive, particularly against structured football nations like Japan and South Korea, becomes harder to sustain.

Football participation in Australia continues to grow at a rapid pace. Local councils frequently emphasise their support for the game and its contribution to community life.

However, feedback from those responsible for administering football at club level suggests this support is not consistently reflected in long-term planning, effective consultation, or infrastructure funding that matches rising demand.

A growing game facing structural pressure

The disconnection can be seen in recent survey findings gathered from across Australia’s football ecosystem, including administrators, coaches, club executives and volunteers working predominantly at grassroots and semi-professionals levels. The results point to a consistent pattern of concern around how local councils are engaging with the game.

When asked how well their local council understands football participation demand, almost two-thirds of respondents (64 per cent) said councils had either a limited understanding or no understanding at all. Only one respondent indicated that their council understood participation demand “very well”.

Concerns extend beyond awareness to process. Three-quarters of respondents (75 per cent) described council consultation with football clubs as either inconsistent or ineffective. This suggests that while engagement may occur, it is often fragmented, reactive or lacking meaningful follow-through.

 

Long-term planning failing to match participation growth

The implications of this are most evident in infrastructure planning. Half of respondents said football facilities are not being planned with long-term growth in mind, with a further 19 per cent indicating planning is short-term only. In other words, nearly seven in ten respondents believe current approaches fail to adequately account for future participation pressures.

Funding priorities continue to challenge football’s expansion

Funding priorities also emerged as a critical issue. Almost half or respondents (47 per cent) identified the lack of prioritised funding as the single biggest council-related challenge facing football, ahead of poor facility design, limited engagement and slow planning processes.

 

Importantly, these concerns were raised by people deeply embedded in the game. The majority of respondents represented grassroots or semi-professional clubs, many holding governance, leadership or operational roles. Underscoring that these findings reflect lived, on-the-ground experience rather than isolated dissatisfaction.

Taken together, the data suggests the issue is not one of individual councils falling short, but of a broader mismatch between football’s rapid participation growth and the frameworks councils use to plan, consult and invest.

The reality on the ground for clubs and communities

The consequences of this misalignment are already being felt on the ground. Findings in a 2024 audit undertaken by Football Victoria affirm that across many municipalities, football facilities are operating at or beyond capacity, with pitches heavily overused across multiple days and codes, increasing wear, limiting recovery time and compromising playing surfaces.

For clubs, this pressure is most visible in how access is allocated. Women’s teams are increasingly competing for already limited training and match slots, often scheduled later in the evening or displaced altogether, despite participation growth being strongest in the women’s game. Junior teams, meanwhile, are frequently compressed into unsuitable or undersized facilities, with multiple age groups sharing spaces not designed for that level of demand.

In the absence of sufficient council-led planning, clubs are left to absorb the consequences. Volunteer administrators are tasked with managing participation growth councils did not anticipate, juggling scheduling conflicts, maintaining deteriorating facilities, and responding to rising expectations from players and families.

Over time, these pressures risk undermining the very outcomes councils say they value. Participation pathways become constrained, equity of access is compromised, and clubs are forced into reactive decision-making simply to keep programs running. What emerges is not a failure of clubs to manage growth, but a system in which demand has outpaced the infrastructure frameworks designed to support it.

How councils interpret and respond to these challenges ultimately shapes how football infrastructure evolves at a local level.

How councils view the challenge

Longstanding Councillor of Merri-Bek, Oscar Yildiz, acknowledges that funding football infrastructure remains one of the most complex challenges facing local government, largely due to competing demands across multiple sporting codes.

“We get requests from AFL, cricket, bowling and a whole range of other sports,” Yildiz said. “With limited funding, councils are constantly trying to balance those competing priorities and direct investment where it will have the greatest impact.”

Yildiz also suggested that funding decisions are influenced not only by council budgets, but by broader political dynamics between local, state and federal governments.

“If all three levels of government aren’t working together, you’re going to have fractures,” he said. “And when that happens, clubs lose, players lose, and communities lose.”

Consultation, another major concern identified in the survey, is an area Yildiz believes councils must continually improve. While he noted that council officers often maintain strong working relationships with local clubs, he acknowledged that bureaucratic delays and staff turnover can weaken engagement and slow progress.

“The biggest issue with any level of government is time,” Yildiz said. “Clubs want issues resolved quickly, whether it’s facility access, maintenance or funding, but processes can be slow. During that time, clubs can lose members, resources and opportunities.”

In municipalities such as Moreland, where football plays a significant cultural and community role, Yildiz believes councils have an added responsibility to recognise the sport’s social value.

“Football engages thousands of people across culturally diverse communities,” he said. “It’s not just about sport – it’s about connection, wellbeing and participation.”

What happens if councils fail to keep pace?

Ultimately, Yildiz argues that the cost of failing to invest in football infrastructure extends far beyond financial considerations.

“It’s about the return on investment for families and communities,” he said. “If clubs aren’t supported to continue operating and growing, the long-term social and health impacts are something we all carry.”

While councils face genuine financial and political constraints, the survey findings highlight a growing expectation across the football industry that infrastructure planning, consultation processes and funding frameworks must evolve alongside participation growth.

The question is no longer whether football is growing. The question is whether council planning is prepared to grow with it.

South Melbourne FC Sets New Benchmark for Governance and Football Growth

South Melbourne FC has reinforced its commitment to governance, financial sustainability and football development following its Annual General Meeting.

The meeting opened with a minute’s silence honouring respected club figures Filio Valkanis, Kris Kalafatidis and Marko Fode. Following this, members received updates across financial, operational and football departments.

Financial stability and operational growth

Financially, the club confirmed the implementation of several measures to support its expanded senior men’s football program, which now operates across almost a full calendar year. A new catering and café agreement is also set to be finalised to strengthen financial protections. Meanwhile, members acknowledged the write-off of historical debts owed to Mario Vinaccia and direct financial contributions made by the club’s Presidents. The service of former President Nicholas Maikousis was also formally recognised.

Recognition of club legacy and community support

Off-field momentum was highlighted through recent club milestones. This included a parliamentary reception celebrating South Melbourne’s Australian Championship team and visits from high-profile football and political figures, including Ange Postecoglou, the Deputy Prime Minister, Sports Minister and Football Australia leadership. Strong matchday attendances throughout the Australian Championship were noted as reminiscent of the club’s National Soccer League era support.

Women’s and junior pathway success

The club’s female football program continues to flourish, with Female Football Director Theo Chronis announcing that 25 per cent of junior girls players were selected to represent Victoria at National Championships. Growth across development pathways was further reinforced with confirmation that all junior boys’ NPL age groups will compete in Division 1, alongside continued success within the club’s All-Abilities program.

Strengthening Club Structure and Governance

South Melbourne also confirmed an updated internal structure aimed at strengthening governance and operational clarity. Strati Xynas remains General Manager, with George Kouroumalis appointed Head of Operations while continuing as Media Manager. James Webb steps into the role of Head of Marketing, Steve Issa leads partnerships, and Guilherme Funchal joins as Administrator.

Club leadership stated the restructure positions South Melbourne FC to support its expanding football programs while maintaining strong community engagement and professional standards across all levels of the organisation.

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