Football Australia secures Partnership Deal With Superloop

Football Australia has officially named Superloop as its official category partner for the esteemed Hahn Australia Cup, a key event in the nation’s football calendar.

The partnership encompasses an agreement that will significantly enhance Football Australia’s live broadcast capabilities through upgraded connectivity infrastructure crucial for automated (AI) live broadcasts across the Australian football landscape.

As the sponsorship unfolds, Superloop aims to boost its brand presence and fan engagement through its support of the Hahn Australia Cup, which serves over 700 senior community clubs nationwide.

Commenting on the partnership, Football Australia CEO, James Johnson, said: “This partnership with Superloop signifies a pivotal moment in our digital transformation journey.”

“In today’s connected world, high-speed, reliable internet infrastructure is paramount. Superloop’s expertise will allow us to deliver a more dynamic and engaging live streaming experience to fans nationwide while unlocking cost efficiencies and new revenue streams for the sport,” Johnson said.

Superloop Group executive for Business & Wholesale, Daisy Stampfer, added: “We recognise the transformative power of connectivity in sports broadcasting and are committed to delivering the high-performance network solutions that will power Football Australia’s vision for the future of football streaming.”

“Our exclusive sponsorship and connectivity partnership with Football Australia highlight our dedication to supporting the growth and innovation of Australian grassroots sport,” Stampfer said.

This collaboration will extend to providing the essential infrastructure for integrating AI camera technology at pivotal Football Australia and Member Federation venues.

This integration will facilitate the automated streaming of matches in 4K resolution to platforms such as YouTube, OTT services, and other media outlets chosen by Football Australia.

Notably, one of the first sites to benefit from this agreement is the Darwin Football Stadium, where Superloop will supply dedicated high-speed NBN connectivity.

This infrastructure enables the automated production of all Men’s and Women’s National Premier Leagues games within the NorthZone competition, resulting in significant efficiencies and savings for Football Northern Territory.

This partnership aligns with Football Australia’s recent initiative to centralise the live production and distribution of over 3,500 games per year, covering everything from state leagues to major national competitions, including the National Premier Leagues and the Hahn Australia Cup, as this shift promotes a more strategic and responsive approach to live sports broadcasting.

As part of its connectivity commitment, Superloop will offer tailored solutions such as business-grade NBN internet and mobile data services, facilitating Football Australia’s ambitious rollout of automated production and real-time match and player statistics collection, which aims to build a comprehensive historical record of the sport.

These initiatives reflect a substantial investment in the future of Australian football, promising enhanced digital distribution and improved fan engagement at all competitive levels.

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