Sydney FC Secures Four Strategic Partnerships Ahead of High-Profile Wrexham Friendly.

Roger Hampel

Image: Sydney FC

In the lead-up to their much-anticipated friendly against global sensation Wrexham AFC, Sydney FC has announced four new commercial partnerships, leveraging the visibility of the international fixture to bolster its corporate portfolio.

The match, scheduled for July 15 at Allianz Stadium, is already drawing significant attention thanks to Wrexham’s international profile and the popularity of the “Welcome to Wrexham” docuseries. For Sydney FC, it presents an ideal platform to engage both domestic and global audiences, while showcasing brand alignment across sectors ranging from telecommunications to legal services and consumer engagement.

Anytime Fitness Joins as Matchday Partner Sydney FC Wrexham

Australia’s largest fitness network, Anytime Fitness, has been confirmed as an official partner for the Wrexham match. Their branding will appear on the back of Sydney FC’s playing kit neck area. The partnership also includes a custom content series focused on fitness and performance, aimed at resonating with the broader health-conscious fanbase.

Caitlin Bancroft, Chief Brand & Marketing Officer at Anytime Fitness, commented: “Whether it’s on the pitch or in the gym, we’re proud to champion healthier, more active lives.”

More Telecom Becomes Official Telecom Partner

More, one of Australia’s fastest-growing challenger telcos, has joined Sydney FC as its Official Telecom Partner for the 2025/26 season. The partnership kicks off visibly with sleeve branding for the Wrexham match and extends into digital integrations, member offers, and branding across Sydney FC’s home fixtures.

More CEO Andrew Branson highlighted the strategic significance: “This marks our first foray into sports partnerships. Sydney FC’s professionalism and passion align perfectly with our values.”

Gilton Valeo Lawyers Signs as Immigration Partner

Corporate immigration specialist Gilton Valeo Lawyers has signed on as Sydney FC’s Official Immigration Partner for the upcoming season. Their sports visa brand will appear on the sleeve of Sydney’s match kit for the Wrexham game.

The partnership focuses on enabling seamless international player movements—a key requirement in modern football operations. “Smooth immigration processes are vital for integrating global talent,” noted CEO Mark Aubrey.

EatClub Named Official Food & Drink Partner for Wrexham Match

Completing the group is EatClub, a fast-growing app offering dynamic restaurant deals. The partnership centers around the Wrexham fixture, positioning EatClub as the Official Food and Drink Partner for the event. Promotional campaigns include fan giveaways and brand visibility during the match.

EatClub CEO Pan Koutlakis stated: “Partnering with Sydney FC is a great opportunity to bring our mission of accessible, quality dining to life in a sporting context.”

Strategic Use of High-Impact Fixtures

The quartet of partnerships highlights Sydney FC’s commercial agility, capitalizing on a one-off international match to drive value for both the club and its sponsors. With increased visibility, matchday activation, and targeted fan engagement strategies, Sydney FC has created a multi-sector sponsorship model that supports short-term goals while building long-term relationships.

The Wrexham clash has become a commercial opportunity driving real business outcomes across multiple verticals—from telco and tech to food, law, and fitness.