Sydney FC is delighted to announce a new partnership with Australian beverage company South Ave, who join the Sky Blues as the Official Seltzer and Vodka Partner of the Club for the Isuzu-UTE and Ninja A-Leagues 2025-26 season.
The agreement will see South Ave become the Men’s and Women’s sleeve partner, as well as a major presence across Sydney FC’s match-day experience, digital content and derby-day activations.
The partnership also unlocks new distribution opportunities, bringing South Ave’s products to Sydney FC fans throughout the season.
Founded in a small living room in South Australia, South Ave was created from a desire to make drinks that were anything but ordinary.
After months of experimentation — and “a few questionable decisions” — the team landed on a bold, full-flavour range of zero-sugar, low-calorie drinks that are entirely Australian-made, gluten-free and vegan-friendly.
Today, the brand continues to grow nationwide, built on an ethos that “life’s too short for bad drinks and boring parties.”
Sydney FC GM of Commercial & Marketing, Matt Pound, says the partnership brings together two ambitious organisations.
“We’re thrilled to welcome South Ave to Sydney FC,” Pound said.
“They’re a bold, innovative Australian brand with a real commitment to quality, and their personality aligns perfectly with the energy of our Club.
“This partnership enhances our match-day atmosphere, engages fans across our platforms, and brings a fresh, exciting product to the Sydney FC family.”
South Ave Co-Founder and Managing Director Reno Marrasso said: “The partnership couldn’t come at a better time for one Australia’s fastest rising beverage companies.”
“South Ave was built on passion, energy, culture and fun and Sydney FC represents all of that.
“For us, this is more than a sleeve deal. It’s a major step in our national growth, especially in NSW, and partnering with a club with such a strong fanbase and culture means a lot.
“We can’t wait to see South Ave in the stands, in the content, and across the Sky Blue family this season.”
South Ave’s branding will feature on the sleeves of both Sydney FC’s Isuzu-UTE A-League Men’s and Liberty A-League Women’s teams, with activations rolling out across social media, match days and Sydney derbies throughout the campaign.
The deal between Sydney FC and South Ave was brokered by Interpose.
