Aberfeldie Sports Club

What Aberfeldie Sports Club does

Aberfeldie Sports Club is a community sporting organisation headquartered at Clifton Park in Aberfeldie, Victoria, Melbourne. Founded in 1950 (with a cricket section dating to 1928), the club operates Australian Rules football, cricket, and netball programs across junior, senior, and women's pathways, competing in the Essendon District Football League (EDFL) and Victorian Turf Cricket Association (VTCA). Its football offering includes senior men's sides (Premier Division, Reserves, Under 19s, Thirds), two senior women's teams, and 24 junior teams from Under 8s to Under 16s, including eight youth girls' sides; its cricket offering includes five senior men's sides with a First XI in VTCA Senior Division, a women's program (launched 2019, with back-to-back T20 premierships), and junior boys and girls teams.

The club's technology footprint is minimal and non-proprietary: it operates a Wix-hosted website for content and marketing, uses the third-party PlayHQ platform for AFL and Cricket Australia player registrations and competition management, and maintains Facebook and Instagram (@abers_official) channels for community engagement. There is no internally developed software, API, or data infrastructure. There is no AI/ML capability of any kind.

Commercially, Aberfeldie is a member-owned, not-for-profit-distribution community club governed by an elected ASC Board. Revenue derives from three streams: (1) annual player registration and membership fees processed via PlayHQ (with disclosed incentives such as a 30% sibling discount in junior football and a 40% new-player discount in cricket); (2) corporate sponsorship from local and regional businesses (notably McDonald Upton, Wilcon Projects, Moonee Valley City Council, Kincrest, Rosehill Plumbing); and (3) community fundraising and charitable events (Pink Sports Day for BCNA, Pink Stumps Day for the McGrath Foundation). Recent major investment has been the 2025 completion of the Clifton Park Pavilion redevelopment, co-funded with Moonee Valley City Council, providing state-of-the-art facilities. The club is presently active, with 2026 season registrations open and fixtures scheduled from April 2026.

Name

Aberfeldie Sports Club

Legal name

Aberfeldie Sports Club

Website

https://aberfeldiesportsclub.com.au

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Aberfeldie Sports Club is a community-owned multi-sport club in Melbourne's Moonee Valley, fielding 24 junior football teams, senior men's and women's football sides in the EDFL, and cricket teams across the VTCA, operating from the redeveloped Clifton Park.

Ownership category

akta.pro rank

Product category

Community Sports Club

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYMPAKACAE

Local Amateur Clubs & Community Sports Organizations

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)

SECONDARYMPAKACAG

Recreational & Intramural Sports Programs

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)

SECONDARYMPAKACAF

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)

Keywords

• Community sports club
• Football programs
• Cricket programs
• Junior sports
• Community athletics

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership and Registration Fees: Player registrations for football and cricket programs across all age groups. Revenue collected through PlayHQ platform for both junior and senior programs.
2. Sponsorship: Corporate sponsorship from local and regional businesses displayed on club materials, uniforms, and facilities.
3. Fundraising and Events: Community fundraising events including Pink Sports Day for BCNA and other charitable initiatives that generate donations and community engagement.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Aberfeldie Sports Club is a community sporting organization that runs Australian Rules Football and Cricket programs across all age groups and genders. It fields 24 junior football teams from Under 8s to Under 16s (including eight youth girls' sides), senior men's teams in EDFL Premier Division/Reserves/Under 19s/Thirds, women's senior football teams, and VTCA cricket sides, operating from the redeveloped Clifton Park Pavilion in Aberfeldie, Melbourne.

Product overview

Aberfeldie Sports Club is a community sporting organization offering a unified multi-sport program. The core offerings include Football (men's, women's, and junior teams competing in EDFL competitions), Cricket (men's, women's, and junior teams across VTCA and other competitions), and Netball. The club operates from Clifton Park with modern pavilion facilities and hosts various community events and functions.

Differentiator

Problem solved

Functional benefit

Products and services

• Football Program Australian Rules Football program offering men's, women's, and junior teams across EDFL competitions. Senior men's teams compete in Premier Division, Reserves, Under 19s, and Thirds; women's program fields two senior teams in EDFL Premier and Division One; junior level runs 24 teams from Under 8s to Under 16s, including eight youth girls' sides. Designed for community players from grassroots through senior level.
• Cricket Program Cricket program offering men's, women's, and junior teams across multiple competitions, including five senior men's sides with First XI in VTCA Senior Division, women's program, and junior boys and girls teams. Designed for year-round community cricket participation from juniors through seniors.
• Netball Program Netball program offered as part of the sports club's community sporting activities, extending multi-sport participation beyond football and cricket.
• Clifton Park Pavilion State-of-the-art club facilities at Clifton Park including the Jack Chalmers Pavilion, serving as the club's home venue for football, cricket, and community events for players, families, and supporters.

Quantifiable outcome

• Back-to-back premierships in VTCA T20 Women's Cricket (2024/25 and 2025/26)
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered major, minor, core, community and pathway.

• McDonald UptonmajorGTM or Marketing PartnerMajor sponsor of Aberfeldie Sports Club. McDonald Upton is a real estate agency that supports the club through sponsorship contributions.
• Wilcon ProjectsmajorGTM or Marketing PartnerMajor sponsor of Aberfeldie Sports Club. Wilcon Projects is a construction/building company that has contributed to the club's development.
• KincrestminorGTM or Marketing PartnerSponsor of Aberfeldie Sports Club listed among major sponsors.
• Rosehill PlumbingminorGTM or Marketing PartnerSponsor of Aberfeldie Sports Club providing plumbing services sponsorship.
• PlayHQcoreTechnology or IntegrationOfficial registration platform partner for AFL and Cricket Australia programs. Handles all player registrations and competition management.
• McGrath FoundationcommunityStrategic or Co-development PartnerCharitable partner for Pink Stumps Day events. Aberfeldie hosts community events to raise awareness and funds for the McGrath Foundation's breast cancer support work.
• Breast Cancer Network Australia (BCNA)communityStrategic or Co-development PartnerCharitable partner for Pink Sports Day fundraising. Aberfeldie raised $2,930 for BCNA through their Go Pink initiatives.
• Essendon Doutta Stars Football ClubcommunityStrategic or Co-development PartnerCommunity football club partnership for joint fundraising initiatives, particularly for BCNA Pink Sports Day events.
• Calder CannonspathwayStrategic or Co-development PartnerTalent pathway partner. Aberfeldie players have been selected for the Calder Cannons junior football program.
• Moonee Valley City CouncilmajorGTM or Marketing PartnerLocal government partner. MVCC contributed to the Clifton Park Pavilion redevelopment project.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Old Scotch Football Club: Community Australian Rules football club in Melbourne fielding senior and junior teams in the VAFA. Comparable in scale, structure, multi-sport community orientation, and member-based revenue model.
• AJAX Football Club: Large Melbourne community football club with extensive junior and senior programs in the VAFA. Comparable in scale, multi-sport orientation (football and cricket), and reliance on registration and sponsorship income.
• De La Salle Old Collegians Football Club: Melbourne-based community football club with comprehensive junior and senior programs. Comparable scale, multi-team structure, and member-based funding model to Aberfeldie.
• Greenvale Football Club: EDFL community football club in Melbourne's northern suburbs, competing in the same league as Aberfeldie's football teams. Directly comparable as an EDFL peer with overlapping fixtures and similar community-club structure.
• West Brunswick Amateur Football Club: Inner-northern Melbourne community football club in the VAFA with senior and junior teams. Directly comparable as a community-led suburban football program with similar operational profile.
• Old Xaverians Football Club: Melbourne-based community football club in the VAFA with extensive junior and senior programs. Comparable as a multi-team, community-led football organization reliant on registrations, sponsorship, and volunteer governance.
• Casey-South Melbourne Cricket Club: Victorian community cricket club with senior and junior teams competing in sub-District/Sub-District competitions. Comparable to Aberfeldie's cricket section as a community-led, multi-team cricket program dependent on registrations and local sponsorship.
• St Kevin's Old Boys Football Club: Historic Melbourne-based community Australian Rules football club competing in the VAFA. Directly comparable as a suburban, multi-team community football club with senior and junior programs, similar volunteer governance, and similar reliance on local sponsorship and registration revenue.
• Beaumaris Football Club: Melbourne suburban community football club with senior and junior teams in the SFL/VAFA ecosystem. Comparable as a long-established community club with similar registration and sponsorship revenue mix.
• Brunswick Football Club: Inner-Melbourne community Australian Rules football club operating senior and junior teams with similar membership, sponsorship, and volunteer-driven business model. Directly comparable as a local suburban football program.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AberfeldieSportsClub
• Instagraminstagram.com/abers_official/?hl=en
• Xx.com/abers_sc
• LinkedInlinkedin.com/company/aberfeldie-sports-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aberfeldie Sports Club