Western United sign three-year deal with BrandScent

Western United has teamed up with BrandScent and LIGHT + GLO for three years to create a signature scent for Ironbark Fields in Tarneit.

This unique collaboration will help Western United foster a memorable smell at their home ground, capturing the essence of the club.

The creation of the signature scent is underway with input from A-Leagues players Ben Garuccio and Julia Sardo and will evolve over the coming months to perfect the scent in time for the start of the 2024/25 A-Leagues season.

LIGHT + GLO, the fragrance house involved with BrandScent, will feature on LED signage during home matches and host pop-up activations at games and events.

Starting in the 2025 season, their branding will also appear on the front of shorts for the club’s junior academy.

BrandScent is a multi-award-winning scent marketing agency, specialising in creating a signature scent for their clients and manufacturing custom branded candles and fragranced promotional products.

The local company, based in Truganina, Victoria has worked with a range of companies globally from Toll Group to Arnott’s and American Express but hasn’t involved themselves in football until now.

Western United Commercial Partnerships Executive, Nathan Perrone expressed his delight at signing with the local company.

“We are thrilled to be partnering with BrandScent. It is always special bringing a partnership to life with a local Wyndham business,” he said in a club statement.

“Jeeva and Suji have an exciting product with a wealth of knowledge to help us elevate the experience for those coming to Ironbark Fields.

“We are looking forward to how creative we can be, and members can look forward to some unique products coming soon.”

BrandScent Director, Jeeva Sanjeevan spoke about bringing a unique experience to the new home in Ironbark Fields for the next three seasons.

“The team at BrandScent is thrilled to capture the vibrant essence of Western United in a signature scent,” Sanjeevan said in a statement.

“This collaboration allows us to transform Ironbark Fields into an immersive and memorable environment through the power of science-backed scent marketing.

“We can’t wait to unveil the unique sensory experiences we’ve designed for the club and its supporters.”

This partnership is quirky and different with a goal to simply give Western United an identity through a smell at Ironbark Fields.

Western United have recently signed a few new partnerships and are expanding their corporate portfolio extremely quickly as they look to turn around their on-field fortunes and grow as a club for the future.

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Australia’s Urban Sporting Landscape changing with smart surfaces

At the National Sports & Physical Activity Convention (NSC25) innovations in synthetic, natural, acrylic, and hybrid sports surfaces will be central in response to tackling pressing environmental and health concerns.

The convention is set to kick off on June 25-26, 2025 at Melbourne’s Convention & Exhibition Centre.

The event is dedicated to Sports Surfaces and it highlights it will showcase how cutting-edge surface technologies are revolutionising public spaces, creating durable, safe, inclusive and sustainable environments that get communities moving.

Some innovations on show include Polytan, which has unveiled eco-friendly long pile turf solutions engineered for intensive use whilst slashing environmental impact through sugar cane-based polymers rather than traditional petroleum derivatives.

Hybrid systems such as POWERgrass’s approach combine natural grass with synthetic reinforcement, delivering enhanced traction, comfort, and can withstand up to 30 hours of weekly play.

Meanwhile, acrylic surfaces versatility allows multiple sports to share the same surface with exceptional durability, making them perfect for pocket parks.

Despite their advantages, synthetic surfaces face scrutiny over environmental and health implications, particularly concerning microplastics and heat retention.

The NSW Chief Scientist’s comprehensive report identified critical knowledge gaps, sparking industry-wide moves toward alternative materials.

Martin Sheppard, Managing Director of Smart Connection Consultancy and author of the ‘Smart Guide to Synthetic Sports Fields,’ emphasises the importance of evidence-based decision making.

“These surfaces will address common perceptions and challenges associated with synthetic surfaces, providing evidence-based insights into player safety, environmental impacts, and surface playability,” Sheppard explained via National Sports and physical activity convention media release.

NSC25’s keynote presentation, ‘Designing Active Urban Places,’ will explore comprehensive strategies for future-proofing cities to promote healthy, active lifestyles.

The session features Kristen Clark from the Heart Foundation, who will unveil the fourth edition of the ‘Blueprint for an Active Australia,’ alongside Professor John Cairney from the University of Queensland, discussing movement-friendly urban design principles.

The convention’s PitchFEST session will showcase practical innovations including acrylic pocket parks, multi-sport surface designs and environmentally conscious long pile turf solutions.

These initiatives address a concerning reality: only 17 per cent of Australian youth currently meet recommended physical activity guidelines.

The focus on creating opportunities for youth recreation and unstructured play reflects growing recognition that accessible, well-designed sporting infrastructure plays a crucial role in community health outcomes.

Through collaboration between government agencies, industry leaders and community stakeholders Australia is becoming a world leader in building healthier, more active communities whilst maintaining environmental stewardship.

As urban density continues to reshape our cities, these surface innovations offer hope that every Australian can access quality sporting facilities, regardless of where they call home.

AI and Tech Transforming Australian Community Sport

Community sport across Australia is undergoing rapid change, driven by artificial intelligence, digital innovation, and emerging technologies.

These innovations are changing the way community and school sports operate, connect with people, and foster more inclusive, efficient, and vibrant sporting environments nationwide.

Martin Sheppard, CEO of the National Sports & Physical Activity Convention, highlighted the magnitude of this change.

“We’re witnessing a game-changing moment where technology is not just supporting sport – it’s redefining it. From grassroots to schools, digital solutions are enabling smarter operations, deeper engagement, and more inclusive environments. At this year’s Convention, we’re bringing together the pioneers of this transformation to ensure every club, school, and community can benefit,” he said via press release.

As outlined by the ASTN, the sports technology sector in Australia is now a well-established industry worth $4.69 billion, featuring over 765 active businesses.

This development shows a strong national push to utilise innovation to solve problems, boost efficiency, and grow opportunities across community sport.

At the forefront of this transformation is the AI, Digital & Sports Tech stream at the 2025 National Sports & Physical Activity Convention (NSC), set for June 25-26 in Melbourne.

Highlighting innovations from AI-driven analytics to mobile apps and immersive virtual tools, this stream will explore how technology is reshaping community sport.

Griffith University researchers in Queensland, collaborating with VALD from Brisbane, developed a rapid test that identifies high ACL injury risk in athletes within 10 minutes, supporting coaches to implement personalised prevention.

NSC’s AI, Digital & Sports Tech stream will highlight visionary ideas and key figures shaping sport’s future.

The Impact Keynote session, ‘Embracing Technology to Impact Sport’, will feature Dawid Naude, CEO of Pathfindr.ai, and Andrew Walton, Managing Director of Sports Tech World Series, discussing how AI and machine learning empower clubs to optimise their operations and enrich member engagement.

Afterwards, the ‘Embracing AI to Be More Inclusive’ panel will consider how commercial technologies from around the world are being applied to grassroots levels, featuring insights from Martin Schlegel (ASTN), Yasmin London (Qoria), and Brent Richardson (Enrichd Group).

To learn more about the National Sports & Physical Activity Convention and the AI, Digital & Sports Tech stream, click here.

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