Sydney FC partners with South Ave as Official Seltzer and Vodka Partner for 2025-26 season
Sydney FC has announced an exciting new partnership with the Australian beverage company South Ave, naming them the Official Seltzer and Vodka Partner for the upcoming 2025-26 season of the Isuzu-UTE and Ninja A-Leagues. This collaboration marks a significant step for both entities, enhancing fan experiences and expanding South Ave’s reach within the sports community.
As part of the agreement, South Ave will become the sleeve partner for both the Men’s and Women’s teams, which includes a prominent presence on match days, digital platforms, and during derby-day festivities. This partnership presents a unique opportunity for South Ave to engage with Sydney FC fans, providing new distribution channels for their range of innovative beverages throughout the season.
Originally founded in a small living room in South Australia, South Ave emerged from a desire to create exceptional drinks that challenge the norm. After extensive experimentation and a few missteps, the brand has successfully developed a bold, full-flavor lineup of zero-sugar, low-calorie beverages that are entirely Australian-made, gluten-free, and vegan-friendly. Their commitment to providing high-quality products aligns seamlessly with their ethos: “life’s too short for bad drinks and boring parties.”
Matt Pound, Sydney FC’s General Manager of Commercial & Marketing, expressed enthusiasm for the partnership, noting that both organizations share a similar ambition. “We’re thrilled to welcome South Ave to Sydney FC. They’re a bold, innovative Australian brand with a real commitment to quality, and their personality aligns perfectly with the energy of our Club,” he said. Pound added that this collaboration will enrich the match-day atmosphere, enhance fan engagement across various platforms, and introduce a refreshing product to the Sydney FC community.
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Reno Marrasso, Co-Founder and Managing Director of South Ave, echoed these sentiments, emphasizing the significance of the partnership at a pivotal moment for their growing brand. “For us, this is more than a sleeve deal. It’s a major step in our national growth, especially in NSW, and partnering with a club with such a strong fanbase and culture means a lot,” Marrasso stated. He expressed excitement about seeing South Ave becoming an integral part of the match-day experience.
The South Ave branding will be prominently displayed on the sleeves of Sydney FC’s Isuzu-UTE A-League Men’s and Liberty A-League Women’s teams, with various activations scheduled across social media channels, during matches, and throughout the season’s derby days. The partnership was facilitated by Interpose, highlighting the growing intersection between sports and innovative marketing strategies in Australia.
