CUPRA becomes official automotive partner of the Socceroos and Matildas

Staff Writer

CUPRA, Australia’s newest car and lifestyle brand, is teaming up with Football Australia to support the professional development of men’s and women’s football in Australia.

Announced on Wednesday following the Commonwealth Bank Matildas’ friendly against New Zealand on Tuesday night, CUPRA becomes the official automotive partner of the men’s Socceroos and women’s Commonwealth Bank Matildas national teams in one of the most exciting periods in the sport’s Australian history.

As part of the agreement, CUPRA will feature on the Socceroos’ training apparel and the parties will collaborate on content campaigns and fan experiences. No stranger to igniting the passion of football fans everywhere, CUPRA is also the global official partner and official automotive partner of FC Barcelona in Spain.

The CUPRA brand, proudly hailing from Barcelona, is known for its emotional design and spirited performance, and is no better encapsulated than by the brand’s evocative cross-over SUV, the CUPRA Formentor.

To celebrate the announcement, CUPRA and Football Australia collaborated to create an action-packed digital spot featuring some of Australia’s hottest up-and-coming football talent and National Team players. The film, which depicts a neon-lit rooftop game of street football being joined by Australia’s best players, also unveils the CUPRA Formentor – its first appearance in Australia prior to launch.

“Football is the world game and a sport that invokes enormous passion in fans everywhere,” CUPRA Australia Director Ben Wilks said.

“To be partnering with our national women’s and men’s team throughout not one, but three global tournaments is a source of immense pride for the entire CUPRA Tribe, and we can’t wait to get behind the teams in their quest for glory, and share our passion with the teams’ fan base of over seven million people.”

Football Australia CEO James Johnson was pleased to be partnering with CUPRA, a brand that already has strong ties to football.

“Football Australia is proud to have partnered with CUPRA, a new and exciting performance car brand that will bring great energy to the Australian market,” Johnson said.

“Over the past 18 months we have worked hard to align football with commercial partners that believe in our sport, and recognise our game’s unique ability to unite and excite Australians.

“CUPRA has impressed us with its bold vision for the future, and we’re delighted that CUPRA has chosen football, and specifically our engaging and iconic national teams, as their first partner in the Australian market.”

This partnership with Football Australia marks the very first collaboration for CUPRA in Australia, which will officially commence trading mid-this year with the opening of the brand’s inner city CUPRA Garage spaces in Australian capital cities.

Staffed by passionate CUPRA Masters, the Garage spaces will serve as a central beacon for the brand, while also becoming a local hub for the growing CUPRA Tribe – an international collective of fans and like-minded people, bound by a shared love of driving.

Unlike other car brands, CUPRA will offer its customers a unique and bespoke brand experience and, in conjunction with its CUPRA Garages, will lean into digital commerce, embracing a hybrid agency sales model.

Always progressive, CUPRA also offers fans and customers the chance to come together and experience the brand online, recently unveiling its own digital world within the Metaverse.

As part of its collaboration with Football Australia, the brand will also be delivering a range of exciting experiences and once-in-a-lifetime opportunities for the fans and players at all levels of the game.

Launching in Australia with a range of performance vehicles powered by petrol and plug-in-hybrid engine technology, CUPRA has also recently confirmed its highly emotional vehicle line-up, which will launch with the CUPRA Leon hatch, the CUPRA Ateca SUV and the CUPRA Formentor cross-over.

More details on the Australian launch of the CUPRA brand and its distinct line-up will be available in the lead-up to the brand’s mid-2022 launch.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Football NSW supports Female Coaches CPD as Women’s Football Surges

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Image Credit: Shutterstock

Football NSW has used the platform of the AFC Women’s Asian Cup to deliver a targeted professional development workshop for female coaches, bringing together scholarship recipients for an evening of structured learning and direct engagement with elite women’s football.

Held at ACPE last month, the session was open to female coaches who received C or B Diploma scholarships through Football NSW in 2025. Coaching accreditation carries a financial cost that disproportionately affects women, who are less likely to have their development subsidised by clubs or associations operating in underfunded community football environments. Scholarship access changes that equation at the point where many women exit the pathway.

Facilitated by Football NSW Coach Development Coordinator Bronwyn Kiceec, the workshop focused on goal scoring trends from the tournament’s group stage, with coaches analysing attacking patterns and exploring how those insights could translate into their own environments. The group then attended the quarter-final between South Korea and Uzbekistan at Stadium Australia.

The structure of the evening mattered as much as its content. Female coaches in community football rarely have access to elite competition environments as a professional resource. The gap between the level at which most women coach and the level at which the game is analysed and discussed tends to reinforce itself. Placing scholarship recipients inside a major tournament, as participants rather than spectators, closes that gap in a way that a classroom session cannot.

Female coaches remain significantly underrepresented across all levels of the game in Australia. The pipeline that will change that depends not only on accreditation access but on the professional networks, peer relationships and exposure to elite environments that male coaches have historically taken for granted.

The workshop forms part of Football NSW’s ongoing commitment to developing female coaches through scholarships and structured learning opportunities.

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