'); }); AU / NZ America Europe/UK Membership Login News Events Women in Sport Summit 2026 Women in Sport Futures Day 2026 Unmissable Sports Forum Unmissable Sports Lunch Networking View All Education Playa Power Data GlS QUT View All Membership News Australia / New Zealand Events Conferences Awards Networking View All Education Playa Power Data GlS QUT View All Membership Topics Brands Media & Broadcast Olympic Sponsorship Sports Tech Women’s Sport Show More Topics >> Sports Australian Rules Basketball Cricket Netball Rugby League Soccer (Football) Show More Sports >> Login Membership Home > Sponsorship > Sydney FC Scores Major Retail Partnership with Sports Direct Sponsorship 2 min read Sydney FC Scores Major Retail Partnership with Sports Direct Written by MOS Editorial Team Published on 17 March 2026 Sydney FC has officially secured a partnership with global sporting giant Sports Direct , designating the retailer as the club’s Official Sports Retailer through the conclusion of the 2025–26 A-League season. The alliance marks a commercial step for both organisations, coinciding with Sydney FC’s strong push for the Premier’s Plate. The Sky Blues currently sit 3rd on the A-League Men ladder with 33 points, trailing league leaders Newcastle Jets as the season enters its critical final phase. Commenting on the partnership, Sydney FC GM commercial and marketing, Matt Pound, said: “Sports Direct is a globally recognised brand and this partnership will allow us to create exciting opportunities for our Members and fans, both digitally and on matchdays at Allianz Stadium.” The partnership serves as a high-profile platform for Sports Direct’s aggressive Australian rollout, managed by the Accent Group. The retailer recently celebrated the launch of its first Sydney flagship store within the newly renovated Chatswood Chase shopping centre, following its successful Australian debut at Westfield Fountain Gate in Melbourne. The partnership will be activated immediately, with a major fan engagement event scheduled for Sydney FC’s home match against Perth Glory on Sunday 22 March at Allianz Stadium. Fans attending the fixture will be eligible for a series of high-value giveaways, including: Beyond matchday giveaways, Sports Direct will receive significant brand exposure across Sydney FC’s digital and physical assets, including LED signage and television commercial placements during both Men’s and Women’s fixtures. The collaboration will also feature exclusive “money-can’t-buy” experiences, providing members with behind-the-scenes access and appearances from Sydney FC’s marquee players. Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today! . Australian smart home system manufacturer MyPlace has announced a three-year extension of its... Leading European workwear brand Strauss has chosen Australian Rules Football as the cornerstone... The Brisbane Heat have announced a partnership with global watch brand SEIKO, under... Join the most engaged community in the Sports Business World. Get all the latest news, insights, data, education and event updates. Your MVP in the Business of Sport. We play the game to add value to the Sports Business industry by delivering News, Insights, Education and Events. Join the most engaged community in the sports business world. Want to be part of the team? Subscribe for free to join today! Copyright © 2026 | Ministry of Sport | All Rights Reserved.
Curated by Taleb Kabbara · Source: ministryofsport.com