Western United lay down the foundations in Esports

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Western United & SquadFalse9
Image provided by Western United

A-League Champions Western United are displaying continued growth with a recently formed partnership with SquadFalse9 (SF9).

The partnership between both parties is a collaboration that is online and in-person, which will allow Western United to provide football-related content for SF9 in return will showcase two of its professional EA Sports FIFA players for the 2022-23 season.

SquadFalse9 is known as the largest FIFA esports organisation in the Oceania region, with the team consisting of content creators and FIFA players.

Founded by former A-League player Mitchell Austin, his love of Esports whilst playing as a professional footballer has turned him into a competitive Esports player, where he competed in Season One of the 2019 E-League.

SquadFalse 9 brings digital content into the real world and has shown massive growth in only a few short years of existence with an incredible 900,000 followers across social media platforms. They also reached an astounding 55 million people on a monthly basis.

From the collaboration, a specialised kit was created and will be officially worn by the SF9’s content creators and Western United E-League players. This will have the potential for new partnership opportunities in the future and allows business to flourish with Western United promoting the growth of their own brands.

Western United General Manager of Commercial, Chris Speldewinde said in a statement:

“As a Club, we acknowledged the widespread growth and opportunities in the digital space which we’re yet to capitalise on. Through this partnership with SF9 , we’ve the chance to reach a younger audience and grow Western United brand not only in Australia but globally,” he said.

“As current champions of the E-League, we want to continue being innovative within esports and our digital content, events and digital growth are endless, and we are super excited to see where it takes us.”

Professional footballer and SquadFalse9 founder, Mitchell Austin, added via press release:

“This is a great opportunity for both Western United and SF9to continue to grow their respected brands in the digital space. Esports attracts a younger demographic than traditional sports and is the world’s fastest growing spectator sport right now,” he said.

“We look forward to working with Western United to provide both sets of fans with new and immersive ways to engage with the club.”

Overall, the partnership being formed between both organisations will allow for continued growth and fostering of football in Australia, whilst allowing for FIFA23 fans to attend Western United games and vice-versa. .

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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