Sydney FC welcomed Members to the first official Members Forum of the 2025/26 season, offering an open discussion on the club’s strategy, football philosophy, and future direction.
The event, held at Lakeside Hotel & Conference Centre, and featured a panel of CEO Mark Aubrey, A-League Men’s Head Coach Ufuk Talay, and Head of Player Management Alex Baumjohann. Women’s Head Coach Ante Juric was unable to attend due to illness, but submitted written answers to Member questions.
Opening Presentation
The evening began with a 10-minute presentation from CEO Mark Aubrey, who outlined the club’s strategic vision. Aubrey emphasised Sydney FC’s commitment to:
- Building the best youth pathways in Australia.
- Playing an attacking, high-intensity style of football.
- Maintaining competitiveness while achieving financial sustainability.
- Driving long-term success through a club-centred football philosophy rather than a coach-centred model.
Aubrey explained that Sydney FC is striving for a balance between youth development and experience. He noted that the average age of the first team has dropped significantly, with an increasing number of Academy graduates becoming regulars.
He also highlighted the importance of creating a “virtuous cycle” – developing players through the Academy, reinvesting transfer revenue, and strengthening both competitiveness and financial stability.
Football Philosophy
Head Coach Ufuk Talay presented Sydney FC’s on-field philosophy, which is built on six core traits:
Proactive, Dominant, Relentless, Intelligent, Quick, and Creative.
Talay outlined the “four key moments” of play that underpin the philosophy – with and without the ball, in transition, and in regaining possession. He stressed that the club’s style is consistent across the Academy, Women’s, and Men’s teams, ensuring that all Sydney FC players are developed within the same framework. He explained formations are just a starting point and it’s about where the players end up which matters.
This club-centred model means recruitment, coaching, and player development decisions are made collectively by a Technical Core – including the Men’s and Women’s Head Coaches Talay and Juric, Technical Director Youth Kelly Cross, Head Of Player Mananagement Baumjohann and Board Member Han Berger – rather than being driven by any single individual.
Member Questions – Part One
Following the presentations, Members had the opportunity to ask questions on a wide range of topics. Key issues discussed included:
Squad Development
Recent signings such as Marcel Tisserand, Rhys Youlley, Paul Okon Jr., and Al Hassan Toure were highlighted, with Baumjohann noting the focus on blending youth with leadership and experience.
Douglas Costa’s Future
The club confirmed Costa wishes to return but is currently unable to leave Brazil due to personal issues. Sydney FC remains supportive but is preparing alternatives if needed. The panel also confirmed Leo Sena was having some similar issues which is affecting his ability to train and hence why he is out of the squad.
Marquee Rules
Aubrey and Baumjohann addressed upcoming changes to A-League marquee player rules, emphasising Sydney FC’s Academy strength as a key advantage in adapting to any future restrictions.
Women’s Team
Recruitment for the 2025/26 A-League Women’s season is nearly complete, with the squad described as “red hot.” Juric is targeting a return to the top of the table.
Allianz Stadium Access
Members expressed a lot of frustration at the maintenance disruption and football being “disrespected” and always seeming to “bear the brunt” of major disruptions. Aubrey acknowledged the frustration and inconvenience expressing that while Allianz remains the club’s preferred location, lack of stadium-access through concerts and other disruptions means viable secondary alternatives may be required in the future.
Broadcasting & Crowds
Aubrey was candid about the shortcomings of the current broadcast deal and underlined the importance of securing stronger exposure in the next cycle. He also reaffirmed the need to attract more casual fans to grow attendances, while recognising Members’ loyalty.
Promotion & Relegation
Aubrey recognised the excitement it brings in other leagues but argued it is a “tough model” in Australia where stability around long-term investments in professional clubs is needed.
Member Questions – Part Two
The second half of the Q&A delved deeper into Academy pathways, ownership stability, policing, and broader ambitions.
Academy Pathways
A question was raised about how Sydney FC identifies and recruits Academy players. Baumjohann explained that Sydney FC’s youngest intake begins at under-13 level, with scouts and coaches also monitoring players as young as 11 and 12 through development sessions.
He noted that the Academy has built such a strong reputation that talented players from across Australia are now approaching the club directly. Attributes aligned with Sydney FC’s football philosophy are sought even at a young age, with a focus on attitude, technical potential, and alignment with the club’s proactive style.
Club Ownership
Members asked about overseas buyer interest in Sydney FC. Aubrey confirmed there are regular approaches from potential investors, but stressed that the Barlow family, who own more than 98% of the club, remain committed and have made it clear the club is not for sale. He described this stable ownership as a major strength.
Policing and Matchday Experience
Concerns were raised about the heavy police presence at A-League matches compared to other codes. Aubrey agreed football is “massively over-policed”, describing it as a hangover from outdated stereotypes. He highlighted that arrest numbers are typically higher in rugby league and AFL, and confirmed Sydney FC is working with both the league and NSW Police to reduce unnecessary presence and improve matchday experience.
Competing in Asia
Members asked how Sydney FC could realistically compete with the financial might of Saudi and Japanese clubs in the AFC Champions League. Aubrey stressed that the answer lies in youth development and philosophy:
“We’re not going to compete on dollars… we have to do it via our football philosophy – youth-oriented, aggressive, front-footed football. That’s how we put Sydney FC on the Club World Cup stage.”
Membership Numbers
Aubrey confirmed Sydney FC has a strong core of around 10,000 Members, a healthy figure for the A-League, though he acknowledged there is far greater growth potential. The club lost some Members during Allianz Stadium’s redevelopment and displacement, but continues to rebuild strongly.
Matchday Traditions & Feedback
Questions were raised about small but valued traditions, such as handing out Marx programs at matches. The club acknowledged the feedback and committed to reviewing such initiatives.
Growth of the Women’s Game
The forum concluded with a focus on the A-League Women’s side. Aubrey admitted the club’s promotion of the women’s team “fell off” last year, partly due to on-field struggles, but confirmed Sydney FC remains fully committed to growth:
- Sydney FC sees the men’s and women’s teams as “different products with different audiences” and will continue to market accordingly.
- The club is proud to have some of the highest women’s crowds in the league and will continue to invest in driving attendances and engagement.
- Leichhardt Oval was singled out as a special venue when the women’s team is performing strongly.
Closing
The Forum ended with an invitation for Members to tour Sky Park and continue informal discussions with staff.
The evening provided a rare, transparent insight into Sydney FC’s strategic and football direction. Above all, it reinforced the club’s ambition: to remain Australia’s leading football club by combining sustainable management, youth development, and an exciting style of play that can compete domestically and on Asia’s biggest stage.
