Socceroos score record $10m sponsorship deal with Subway

The national men’s soccer team has clinched the biggest commercial deal in the code’s history, and the game’s governing body is also cashing in on interest in the Matildas.

Football Australia has signed the biggest sponsorship deal in Socceroos history, as the sport charts its recovery after Covid-19 and a “civil war” hit the code during the past three years.

Subway, the American-owned sandwich chain, will on Thursday be unveiled as the naming rights partner for the Socceroos national men’s team ahead of its Centenary match against New Zealand in Brisbane.

The deal is understood to be worth more than $10m over three years, and will mean the national team is known as the Subway Socceroos. Junior men’s national teams will also be part of the deal, and Subway is also becoming a commercial partner of the popular Matildas national women’s team.

Football Australia chief executive James Johnson told The Australian the deal came as a result of the organisation trying to elevate the Socceroos and Matildas above just being considered sporting teams.

“This is about having a mindset around thinking of a team as a brand, not just a sports team. It’s a brand but also thinking of the sport as a product, not just a game.

“Football Australia has been working tirelessly to strategically position our … national teams in an increasingly competitive market and this record-breaking partnership … demonstrates how deeply the Socceroos and Matildas resonate with the Australian public.”

Subway marketing director Rodica Titeica and Football Australia CEO James Johnson with Socceroos players.

Football Australia now mainly makes its revenue from the national teams and competitions like the men’s and women’s World Cups, after the A-League competition was placed in its private team owners’ hands last year after several years of infighting between the clubs and the national body.

Johnson said Football Australia was on track to reach almost $100m revenue in the 2023 financial year, which includes the Socceroos competing in the World Cup in Qatar starting in late November.

Qualifying for that event is worth more than $10m in revenue for Australia’s governing body, which is also hoping to cash in commercially from Australia and New Zealand jointly hosting the Women’s World Cup next July and August.

Johnson said the increasing popularity of the Matildas, featuring superstars such as Sam Kerr and Ellie Carpenter, had particularly resonated with sponsors and broadcasters in recent years even if the team had struggled in its recent matches under coach Tony Gustavsson.

“There was a deliberate focus in 2021 to build the Matildas brand and I think whether you look at any indicator, whether it’s broadcast, matchday attendance, social media engagement, the numbers are very strong.

“In 2022, we changed and focused more on the Socceroos. There’s a lot of work being done behind the scenes building up the stories about the brand in that regard.”

Matildas star Sam Kerr in action against Canada earlier this month. Picture: Getty Images

Subway has more than 1200 stores across Australia and New Zealand, and is considered to be the world’s largest sandwich chain with more than 37,000 outlets globally.

“This is a partnership of two iconic brands and binds together a sandwich chain enjoyed by millions worldwide and a sport that millions play, participate in and support across the globe,” Subway country director for Australia and New Zealand, Shane Bracken, said about the Socceroos deal.

“From one green and gold team to another – we’ll be cheering from the sidelines and across our stores.”

Johnson said Thursday’s match against New Zealand, celebrating the men’s team’s first match 100 years ago, and recent games held in Australia for the Matildas were part of a strategy of maintaining awareness of the brands even though most players are now based overseas.

“I’m very strong on making sure that our national team brands are in Australia. So there are usually four or five international windows for both teams every year. It is harder on the players because it’s a long trip back to Australia. But it’s really important that our teams are playing in front of a local audience as often as possible.”