Yvette Henshall-Bell on the official groundskeeping partnership between Husqvarna and Liverpool FC

Liam Watson
Images credit: Liverpool FC Getty

For the 2024/25 Premier League season, Liverpool FC have made sure to hit the ground running under new manager Arne Slot by teaming up with Husqvarna in an official groundskeeping partnership.

The multi-year global agreement was struck in July, where Husqvarna – a market leader in innovative and high-quality products and services for shaping green spaces in parks, forests and gardens – is with one of the world’s most historic and famous football clubs in Liverpool FC.

By being the official groundskeeping partner of Liverpool FC, the Merseyside outfit will be treated to pristine playing conditions at training and gameday in a collaboration that is the first of its kind for both organisations.

Liverpool has already been using Husqvarna’s robotic mowers since 2021, maintaining high quality standards across the AXA Training Centre, and AXA Melwood Training Centre.

This partnership will see Husqvarna provide the very best state-of-the-art equipment and innovative solutions for the Ground Management team at Liverpool FC, to maintain elite playing surfaces and its upkeep for all men’s and women’s teams.

 

Yvette Henshall-Bell, President Europe, Forest & Garden Division at Husqvarna, has been one of the key people to orchestrate the deal.

From the conversations that were had between Husqvarna’s Head Office in Sweden and linking up with the team in the UK, it made a logical partnership become a reality.

“Through this partnership, Husqvarna’s state-of-the-art equipment and innovative solutions will be more deeply integrated into LFC’s groundskeeping teams’ daily routines and pitch upkeep, making it a key part of creating and maintaining optimal conditions for elite level playing and training,” Henshall-Bell told Soccerscene.

“In addition, with the collaboration, Husqvarna looks forward to learning from some of the best groundskeepers in the world – enhancing our offer even further.”

Liverpool FC fans attending home matches at Anfield are also given a glimpse of what they can expect to see when they host Brentford on Matchday 2 of the Premier League.

“LFC will help raise Husqvarna’s global profile through bespoke content and activations using its award-winning social platforms, which enjoy a combined global following of 186 million,” Spence said.

“Additionally, Husqvarna branding will also be featured on the digital LED boards during matches, reaching over 400 million TV viewers per season around the world, enhancing Husqvarna’s brand visibility and awareness on a truly global scale.”

Yvette Henshall-Bell, President Europe, Forest & Garden Division at Husqvarna.

As a global brand, Husqvarna products are sold in more than 100 countries around the world. This includes Australia, where Liverpool FC have tapped into an International Academy in the country.

“As the partnership has only just been announced, we are currently scoping out what our local Australian activation looks like,” Vienna Spence, Marketing Manager for Husqvarna’s Brand Division Australia said.

Visit Husqvarna’s Australian-based website for the latest products and offers by clicking the link here.

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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.

Football NSW supports Female Coaches CPD as Women’s Football Surges

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Image Credit: Shutterstock

Football NSW has used the platform of the AFC Women’s Asian Cup to deliver a targeted professional development workshop for female coaches, bringing together scholarship recipients for an evening of structured learning and direct engagement with elite women’s football.

Held at ACPE last month, the session was open to female coaches who received C or B Diploma scholarships through Football NSW in 2025. Coaching accreditation carries a financial cost that disproportionately affects women, who are less likely to have their development subsidised by clubs or associations operating in underfunded community football environments. Scholarship access changes that equation at the point where many women exit the pathway.

Facilitated by Football NSW Coach Development Coordinator Bronwyn Kiceec, the workshop focused on goal scoring trends from the tournament’s group stage, with coaches analysing attacking patterns and exploring how those insights could translate into their own environments. The group then attended the quarter-final between South Korea and Uzbekistan at Stadium Australia.

The structure of the evening mattered as much as its content. Female coaches in community football rarely have access to elite competition environments as a professional resource. The gap between the level at which most women coach and the level at which the game is analysed and discussed tends to reinforce itself. Placing scholarship recipients inside a major tournament, as participants rather than spectators, closes that gap in a way that a classroom session cannot.

Female coaches remain significantly underrepresented across all levels of the game in Australia. The pipeline that will change that depends not only on accreditation access but on the professional networks, peer relationships and exposure to elite environments that male coaches have historically taken for granted.

The workshop forms part of Football NSW’s ongoing commitment to developing female coaches through scholarships and structured learning opportunities.

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