Sports Direct has agreed a partnership with professional football club Sydney FC that will run through to the end of the A-League 2025–2026 season.

The A-League is a professional football competition spanning clubs in Australia and New Zealand.

As part of the deal, the British sporting goods retailer will connect with the club’s supporters through a mix of in-stadium, digital and experiential initiatives.

This includes a presence across Sydney FC’s digital platforms, where Sports Direct will feature in social media activity and branded content for the remainder of the season.

The arrangement also provides for player appearances, giving fans opportunities to meet Sydney FC players through promotional events.

The partnership aligns with Sports Direct’s expansion in the Australian retail market, following the recent launch of its first Sydney flagship store at Chatswood Chase Shopping Centre.

Sydney FC commercial and marketing general manager Matt Pound said: “Sports Direct is a globally recognised brand and this partnership will allow us to create exciting opportunities for our members and fans, both digitally and on matchdays at Allianz Stadium.

“We’re looking forward to working closely together across the remainder of the season to deliver engaging experiences for supporters and to connect Sports Direct with the passionate Sydney FC community.”

Last month, Sports Direct’s parent company, Frasers Group, agreed to acquire a majority stake in Italian multisport retailer Maxi Sport.

Financial details of the transaction were not disclosed.

Maxi Sport's current owners, namely Emanuele Sala, Giovanni Sala, Ester Sala and Giulia Sala, will retain a stake in the business and continue in leadership roles as the company moves into its next phase.