Western United extends global reach with Walking Football

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Image credit: Western United website

Western United has collaborated with Walking Football 4 Health Global and Balestier Khalsa Football Club in Singapore, aiming to spread the love of football across the globe.

This marks Western United’s first venture into the realm of walking football, a rapidly growing sector of the sport that is inclusive of all participants.

As part of this partnership, Western United will participate in a tournament at the Walking Football 4 Health Global headquarters in Singapore, furthering the Club’s commitment to making football accessible to everyone around the world.

Western United General Manager of Community Development & Partnerships Aylin Bagdadi explained how beneficial this deal will be with connecting the club’s brand to an international audience.

“This is an incredibly exciting opportunity to grow the Western United brand and we are grateful for the support and enthusiasm of Walking Football 4 Health and Balestier Khalsa Football Club,” Bagdadi said in a club statement.

“More importantly, a key part of our mission at this Club has always been to increase opportunities for everyone to become involved in football, and this is a fantastic step in continuing to pursue that vision.

“Walking football is such a great way to get involved in our great game, and we are excited to link further with local and global organisations in this space.”

What is Walking Football?

Walking football is particularly well-suited for individuals recovering from illness or medical events, retired players, or those new to the sport.

This low-intensity format features small-sided teams playing on a modified pitch with shorter game times, blending all the enjoyable aspects of football without the high physical demands.

Running, physical contact, and heading the ball are prohibited, and the ball must remain below hip-height throughout the game.

After the recent Teqball partnership, this unique collaboration is an example of Western United remaining committed to promoting awareness and participation in all forms of football worldwide.

It also highlights Western United’s business strategy before the new season, where the club seems dedicated to broadening its own brand and reach both locally and internationally.

This deal will look to expand opportunities to get involved in football within the local community in the west of Victoria.

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Sydney FC bolsters business strategy with third-year ABCC partnership

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Image Credit: Sydney FC

Sydney FC is extending its partnership with the Australian British Chamber of Commerce (ABCC) for a third year, strengthening the connection between the club’s corporate network and the wider business community.

The partnership will give ABCC members access to Sydney FC’s Business Club, it’s new The Collective networking platform and a range of events throughout the 2026/27 season.

ABCC members had already been attending Sydney FC matches and networking through hospitality, and last season the organisations built on that connection by collaborating on a pre‑World Cup business event featuring former players and football industry figures.

ABCC Chief Commercial Officer Paul Wright said the partnership had provided members with opportunities to engage with the club and its business community.

“We are delighted to continue the strong partnership between the Australian British Chamber of Commerce and Sydney FC for the third consecutive year,” Wright said.

Sydney FC Commercial and Marketing General Manager Matt Pound said the relationship was creating opportunities beyond traditional matchday hospitality.

“There’s a large appetite for collaboration between the Sydney FC business club and those within the ABCC, with numerous partnership opportunities being developed through this collaboration,” Pound said.

The continued partnership will also see Sydney FC benefit from member introductions through the ABCC, while the club will contribute speakers to selected Chamber events and feature in its quarterly magazine.

For Sydney FC, the partnership provides another established business network through which to develop its broader commercial strategy, following the recent launch of The Collective.

The club is increasingly positioning its corporate relationships around networking and business development, using football and its existing commercial community as a platform for connections beyond sponsorship and matchday hospitality.

Perth Glory brings Chicken Treat back to front of shirt in heritage-led partnership

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Image Credit: Perth Glory

Perth Glory is bringing a familiar name back to the front of its playing shirts, with Western Australian restaurant chain Chicken Treat returning as the club’s principal partner for the 2026/27 season.

The partnership reconnects two WA brands with a shared history, with Chicken Treat’s logo previously appearing on Glory’s shirts between 1996 and 1998.

Its return comes as Glory celebrates its 30th anniversary and Chicken Treat marks 50 years since its first store opened in Midland, giving the new agreement a strong heritage component alongside its commercial value.

Glory CEO Ben Leaver said the partnership offered an opportunity to reconnect with supporters while working with a long-standing WA business.

“Chicken Treat is very much a part of Glory’s heritage, it holds a cherished place in the hearts of many of our Members and fans,” Leaver said.

Chicken Treat CEO Jamie Stewart said the company’s anniversary made the partnership an opportunity to reconnect with generations of Western Australians.

“Having the Chicken Treat logo proudly displayed on the Glory jersey gives us a fantastic platform to connect with fans, support the growth of football in WA and create memorable experiences for the local community,” Stewart said.

The partnership arrives alongside the unveiling of Glory’s new 2026/27 kits, which draw inspiration from the 2000/2001 kit incorporating design elements referencing the club’s history.

That gives the sponsorship a role beyond conventional brand exposure, with the Chicken Treat logo becoming part of a broader retro-focused campaign centred around Glory’s 30th anniversary.

The partnership demonstrates how established brands can use sporting heritage to reactivate an existing relationship, combining recognition among existing supporters with a fresh commercial platform for a new season and audience.

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