Sydney FC and Sports Direct Australia will enter their first full season together in 2026/27, expanding a partnership that connects football fans with exclusive access, experiences and the game they love.
Sydney FC and Sports Direct Australia have extended their partnership for the 2026/27 season, following the launch of the relationship midway through last season.
After an initial season that included player appearances, home-game tickets and money-can’t-buy experiences for Sports Direct customers, the first full season will create more opportunities to activate the partnership across Sydney FC and Sports Direct.
For Sydney FC, the partnership brings together the Club’s passionate football community with one of the world’s most recognised sports retailers.
Sydney FC General Manager – Commercial and Marketing, Matt Pound said: “Sports Direct shares the passion for football that sits at the heart of our Club and our fanbase.
“What makes the partnership exciting is what we can create beyond matchday. It gives our Members and fans new ways to engage with Sydney FC, while introducing the Club to Sports Direct customers through experiences and access they wouldn’t ordinarily have.
“We had a great start together last season and we’re looking forward to seeing what we can do across a full season.”
For Sports Direct Australia, the partnership forms part of the brand’s continued growth in Australia and its ambition to establish a stronger connection with football culture and fans.
Sports Direct Australia Marketing Manager, Nickolas Britton said: “Football has always been a huge part of Sports Direct. It’s played everywhere, followed everywhere and has the ability to turn a first pair of boots, a favourite player or a trip to a match into a lifelong passion for the sport.
“That’s why Sydney FC is such a strong partner for us. It gives us an authentic way to be part of football in Sydney and create experiences for our customers that go beyond what happens in our stores.
“Sport Starts Here is about making sport feel accessible to everyone. Whether you’re playing, watching or discovering football for the first time, there should be a place for you in the game.”
Sydney FC and Sports Direct will roll out a program of fan and customer experiences throughout the 2026/27 season, with further details to be announced.
