Supermarket giant Aldi joins FFA sponsor exodus

Incoming Football Federation Australia chief executive James Johnson faces the enormous task of replenishing the organisation's coffers when he begins the job this month after another key sponsor walked away.

Supermarket giant Aldi has chosen not to renew its deal with FFA, which expired at the end of the calendar year.

FFA is looking for a new sponsor for its MiniRoos program.Credit: Jarrah Longbottom

Aldi signed a three-year deal, beginning in 2017, to become the naming rights partner of the federation's MiniRoos program, and it contained an option to extend the partnership.

Sources within FFA confirmed Aldi had chosen not to exercise that option, with the Facebook page for the MiniRoos program changed on Wednesday to remove the company's name and logo from branding.

New Football Federation Australia chief executive James Johnson, who begins in mid-January.Credit: FFA

FFA declined to comment, although federation sources suggested it had been searching for a replacement for some time and had narrowed it down to a few potential sponsors.

A spokesperson for Aldi said: "ALDI has invested more than $15 million over three years to grow youth football in Australia. ALDI thanks all Member Federations for their support and we hope our investment has enabled clubs to grow their youth programs and introduce more kids to the game of football."

It comes after the Herald revealed last week that petrol company Caltex had not renewed its naming rights sponsorship of the Socceroos, which also expired on December 31.

It means Australia's men's national team - and the introductory grassroots program intended to encourage young boys and girls to take an interest in the sport - do not currently have major corporate backers.

FFA also lost the support of National Australia Bank last year after 15 years of support. Former NAB executive Joseph Healy and Caltex's chief financial officer Simon Hepworth both previously served on the FFA board that was led by ex-chairman Steven Lowy.

Those aligned with Lowy and departed CEO David Gallop warned during football's long-running congress war there would be an exodus of sponsors if A-League clubs were successful in pushing for regime change at FFA.

Johnson, who is due to start as Gallop's replacement in the middle of January, needs to act fast to replace the missing millions at a time when the A-League is transitioning towards independence while lagging in mainstream popularity.

It looms as a major test of the new-look FFA's ability to engage corporate Australia but those within the sport were bullish about the future.

The formal separation of the A-League from FFA won't occur for some time, with club sources indicating it would be delayed until the end of the current broadcast agreement to ensure Fox Sports or any other sponsors can't use it as a legal excuse to peel away.

Johnson will also need to placate existing sponsors such as Hyundai, whose sponsorship of the A-League and FFA runs out at the end of this season.

The Herald reported in January that the Korean car manufacturer was displeased by FFA's handling of the controversial sacking of Alen Stajcic as Matildas coach, an ugly affair that continues to haunt the federation nearly 12 months on.

The FFA Cup and National Premier Leagues, the two biggest men's club competitions outside the A-League, have also been without naming rights sponsors since 2017.