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Top A-League Commercial Partnerships: Brisbane Roar, Adelaide United, More


With the 2021/22 A-League men’s season about to enter its third weekend and the A-League women’s season due to start this weekend, here are the latest commercial partnerships from around the A-Leagues.

Adelaide United

Adelaide United Football Club and the Marshall Liberal Government have announced a state-first partnership in an effort to promote positive aspects of sport outside of sports betting.

The partnership will see the club launch the Here for the Game campaign, following their decision to refuse sports betting partnerships, leading to the South Australia Government committing $328,000 to the campaign in a three-year partnership.

Adelaide United CEO, Nathan Kosmina, said the club’s commitment to reduce sports betting sponsorships in sport is a part of their involvement in the community.

“We want our supporters and community to focus on the positive involvement that football can have on their lives,” Kosmina said.

“We know that the attitudes of young people towards gambling are heavily influenced by the sporting brands they engage with.

“Our obligation in this regard is to foster a love of the game first and foremost and to highlight the negative impact sports gambling can have,” he said.

Elsewhere, the club has announced a two-year partnership with NW Group, who will become the supply partner for the men’s and women’s matches at Coopers Stadium and Marden Sports Complex for all production needs.

Melbourne Victory

Melbourne Victory have announced a two-year partnership with TRACAB’s Coach Paint video analysis platform.

The Coach Paint platform will provide coaches and analysts with broadcast-quality video content for team presentations and coaching analysis sessions.

The club has also announced Top Print Productions as an associate partner for the 2021/22 season, providing Melbourne Victory’s static signage and support for the Victory in Business network.

Western United

Western United have announced a new partnership with the Victorian Responsible Gambling Foundation in line with the Love the Game program, hoping to reduce exposure to sports betting promotions.

The Foundation’s CEO, Shane Lucas, said: “Our research shows that men aged 18–24 years place one in three sports bets in Victoria and that participation in sports gambling by women in the same age group is increasing, so it’s important to ensure that young people learn about the risks early.”

“Western United’s involvement in the program and their commitment to community means that more young people will be equipped to think critically about the risks associated with gambling and make informed decisions about participating as they come of age,” Lucas said.

Western United have introduced Genius Childcare as a platinum partner for the 2021/22 A-League men’s season, with the brand to sponsor the club’s Fan Friday promotions throughout the season.

Wellington Phoenix

Wellington Phoenix’s women’s side has announced two new partnerships ahead of the start of the 2021/22 season, with New Zealand Campus of Innovation and Sport (NZCIS) becoming the principal partner, Comrad Medical Systems become a premium partner.

The deals come directly after the club publicly stated they were due to start their first season in the A-League women’s competition without a single sponsor.

Phoenix general manager, David Dome, said he was happy to welcome both brands to assist the club.

“We’re very happy to announce two new sponsorships,” Dome said.

“With a few notable exceptions corporate New Zealand is missing in action when it comes to sponsoring women’s sport.

“Fortunately some proud Wellingtonians have stepped up to sponsor the Wellington Phoenix women.

“Malcolm, Kevin and NZCIS are great supporters of the Wellington Phoenix and they have answered the call when we needed them the most.

“We are also very appreciative of Glenn Stewart and Catherine Savage from Comrad Medical Systems for stepping up.

“It was looking rather bleak at the start of the week, but now New Zealand’s first professional women’s football team has two commercial partners,” he said.

Brisbane Roar

Lastly, Brisbane Roar Football Club has announced a two-year partnership with ITEC Youth, with the child protection and residential care housing brand to become the new back-of-shirt sponsor for the club’s A-League Women’s side.

ITEC Group director, Dale Cliff, said: “We provide safe, culturally influenced, foster and kinship programs to children all over this wonderful state, the Torres Strait and Northern Territory.”

“ITEC Youth is heavily entrenched in Central and Far North Queensland communities and also in remote Queensland communities supporting underprivileged youth.

“Our organisation is proud to partner with the Brisbane Roar and particularly the women’s team, which contains an abundance of great role models for the many young people that ITEC supports,” Cliff said.

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