Sydney FC has announced a new commercial partnership with the Bank of Sydney and the club’s CEO, Danny Townsend, says the deal has contributed to the upwards momentum of the club after navigating the challenges that COVID-19 posed.

As part of the major partnership, Bank of Sydney’s logo will appear on the front of the Sydney FC’s A-League shorts and they will be involved in home game activations and will provide a supportive digital presence to the Sydney FC audience.

Townsend said: “The great thing is, is that we are seeing a surge in corporate interest in Sydney FC, and football in general, on the back of four years or five years of unprecedented success on the field.” 

Sydney FC is currently the most successful association football club in Australian history, having won five Championships and four Premierships in the A-League, as well as one FFA Cup and the Oceania Champions League in 2005.

“But we have also navigated pretty tricky off the field with the displacement of our stadium and the COVID pandemic,” Townsend added.

“But we’ve got to see the light at the end of the tunnel that we are coming out of. 

“We’ve got a world-class stadium hopefully next year, and a world-class centre of excellence.”

The partnership will also see the Bank of Sydney create offerings to members and fans such as credit cards, products and other financial services.

Townsend said the core objective of the partnership is to drive a connection between the Bank of Sydney and Sydney FC members and fans while raising brand awareness for the Bank of Sydney through the club’s scale and reach.

“They obviously have a brand that representatives Sydney, and Sydney FC do the same on the football pitch,” he said.

“The way Bank of Sydney thinks about their business and how they think about their customers has a very similar orientation to how we think about our members and our fans, so it was just really coming together.”

This Bank of Sydney announcement is not the final one, With Townsend confirming that the club is yet to reveal a number of other new partnerships in the upcoming weeks.