FFA signs three-year deal with Priceline

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Football Federation Australia (FFA) have signed a three-year partnership agreement with Priceline Pharmacy, in a deal which will support the development of women’s and youth football in the country.

Priceline will become the Official Health Partner of the MiniRoos, as well as an Official Partner of the Matildas and the W-League until 2023.

FFA Chief Executive Officer, James Johnson, believes the partnership will provide a significant boost for women’s and youth football in Australia.

“Our significant three-year partnership with Priceline Pharmacy is a coup for the sport as the core principles of the partnership align with many of the measures and initiatives outlined in our XI Principles for the future of Australian football, particularly our focus on community and anchoring the growth of Australian football in the women’s game,” he said.

“Through this partnership, FFA will work hand-in-hand with Priceline to champion health and wellness, actively encourage grassroots football participation, and demonstrate each organisation’s long-term commitment to women and women’s sport.

“Priceline has partnered with us at an exciting time in the development of women’s football. Priceline believe in our vision for Australia to be the centre of women’s football in the Asia-Pacific region, and via their vast nationwide network we believe we can work together to reach people in all corners of the country and connect them with all levels of the game,” he said.

Under the details of the agreement, Priceline will offer a national MiniRoos Health Award, with the FFA also working with the retailer in co-developing sponsorship toolkits.

This will encourage Priceline’s franchise network to support local football clubs and communities.

Andrew Vidler, General Manager of Priceline Pharmacy stated: “As the Official Health Partner of the MiniRoos, our goal is to connect with families in their local communities. As Australia’s favourite pharmacy retailer, Priceline is well-positioned to promote the benefits of a healthy and active lifestyle in these communities.”

“Over the next three years, we will work with FA to continue to grow the game at every level. Priceline will promote and celebrate everyone involved, from those who are giving it a go in a MiniRoos game through to representing Australia in the Westfield Matildas. But just as importantly, we’ll be celebrating the off-field stars of the game: the Mums, the Dads and the families who rally behind them.”

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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.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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