Frankston Football Club

What Frankston Football Club does

Frankston Football Club Inc. (also known as Frankston FC, the Frankston Dolphins, or FFC) is a community-based, not-for-profit incorporated association and one of Victoria's oldest Australian Rules football clubs, established in 1887 and headquartered at SkyBus Stadium (Kinetic Stadium), Cnr Plowman Place & Young St, Frankston, Victoria 3199. The club fields a men's team in the Victorian Football League (VFL), a women's team in the Mornington Peninsula Football Netball League (MPFNLW) at both Division 1 and Division 2 levels, and operates a junior talent pathway through the Graham Community Dolphins academy, with a stated ambition to join the VFL Women's competition. It runs an off-field Dolphin Mentors program supporting player welfare, employment, and personal development, and the club has produced more AFL-listed draftees than any other VFL club.

The core product is competitive VFL and community football participation; ancillary products and services include an annual membership program, match-day ticketing (via the INTIX platform), branded merchandise sold through a Shopify storefront, a podcast distributed via Buzzsprout, and a multi-tiered sponsorship program anchored by Kinetic's stadium naming rights. The club intentionally operates as an independent, non-AFL-aligned VFL club, having declined to affiliate with any AFL parent in 1996 when the AFL absorbed the VFA, preserving its Mornington Peninsula identity while retaining a self-developed draft pathway.

The revenue model is a mix of recurring membership subscriptions, transaction-based match-day ticket sales, hardware/merchandise sales, and recurring sponsorship contracts across naming rights, major, platinum, gold, and silver tiers. The go-to-market is community-led, with member acquisition driven by local grassroots engagement, junior pathways, and supporter outreach through the website, social channels, a fortnightly 'Dolphin Talk' newsletter, the 'Behind the Bar' podcast, and match-day events. Members and sponsors are sourced primarily from the Frankston and Mornington Peninsula region, with limited geographic reach beyond Victoria.

Name

Frankston Football Club

Legal name

Frankston Football Club Inc.

Website

https://frankstonfc.com.au

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

11–50 employees

Short description

Frankston Football Club is a community-based, not-for-profit Australian Rules football club founded in 1887 in Frankston, Victoria, competing in the VFL and MPFNLW and serving the Mornington Peninsula community with membership, ticketing, merchandise, sponsorship, and youth pathway programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Frankston

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Memberships: The club generates revenue through annual membership subscriptions, offering different tiers for supporters with benefits including membership packs and access to games.
2. Match Day Ticketing: Revenue generated from ticket sales for VFL and women's football matches played at SkyBus Stadium (Kinetic Stadium).
3. Merchandise Sales: Club merchandise including polo shirts, hoodies, long sleeve tees, and puffer vests sold through the club's Shopify store and at match days. Member discounts available.
4. Sponsorships: Multi-tiered sponsorship program including stadium naming rights (Kinetic), major partners, platinum, gold and silver sponsors across various business categories.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Frankston Football Club is a community-based Australian Rules Football club that fields Men's VFL and Women's MPFNL teams and delivers related match-day entertainment, annual memberships, branded merchandise, and youth player development through the Graham Community Dolphins Academy. The club generates revenue through memberships, ticketing, merchandise, and multi-tiered sponsorships, all centered on participation in and support of the Dolphins football program at SkyBus Stadium in Frankston, Victoria.

Product overview

Frankston Football Club is an Australian Rules Football club established in 1887, offering a single unified sporting program centered on its Men's VFL team and Women's football team. The club operates as a community-focused organization providing youth development through the Graham Community Dolphins Academy, with ancillary revenue streams including membership programs, merchandise sales, podcast content, and event ticketing. The core product is competitive football participation in the VFL and MPFNL competitions, supported by community engagement initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• Graham Community Dolphins: Community programs under the Graham Family Trust partnership

Products and services

• Club Membership (Annual Subscription)
• Match Day Tickets
• Club Merchandise Branded apparel including polo shirts ($55, $50 for members), hoodies ($70, $63 for members), puffer vests ($70), and long sleeve tees ($55) sold through the club's Shopify store and at match days.
• Graham Community Dolphins Academy Junior football development and talent pathway program providing coaching and development opportunities for young local footballers in the Frankston and Mornington Peninsula community, supported by the Graham Family Trust.
• Men's VFL Football Program Senior men's Australian Rules Football team competing in the Victorian Football League (VFL), representing Frankston and the Mornington Peninsula region.
• Women's Football Program Women's football team competing in the Mornington Peninsula Football Netball League (MPFNL) with a pathway goal toward VFL Women's competition.
• Multi-Tier Sponsorship Packages Business sponsorship packages across Flagship (Kinetic stadium naming rights), Major (Graham Family Trust, Highgrove Bathrooms, Online Flatpacks, Markscon), Platinum (Core24, A Grade Living, Kite Recruitment, Bendigo Bank, Dunsford Financial Planning, Ritchies IGA, St Andrews Beach Brewery), Gold, and Silver tiers.

Quantifiable outcome

• 20+ AFL draftees produced historically including recent players like Harrison Coe (Collingwood 2026) and Tom Blamires (North Melbourne 2026)

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered flagship, major, core and minor.

• Kinetic (SkyBus Stadium Naming Rights)flagshipGTM or Marketing PartnerStadium naming rights partner - SkyBus Stadium is branded as Kinetic Stadium. The partnership provides major visibility for the sponsor at the club's home venue.
• Graham Family TrustmajorGTM or Marketing PartnerMajor partner and proud supporter of Graham Community Dolphins programs, supporting the club's community engagement initiatives.
• Highgrove BathroomsmajorGTM or Marketing PartnerMajor partner providing bathroom solutions and fit-out services.
• Online FlatpacksmajorGTM or Marketing PartnerMajor partner offering flatpack furniture solutions.
• MarksconmajorGTM or Marketing PartnerMajor partner - commercial builder providing construction services.
• Core24 Health ClubscoreGTM or Marketing PartnerPlatinum partner - health and fitness club supporting player welfare.
• A Grade Living Building CompanycoreGTM or Marketing PartnerPlatinum partner - builder supporting club.
• Kite RecruitmentcoreGTM or Marketing PartnerPlatinum partner - recruitment services supporting club's employment pathways.
• Bendigo BankcoreGTM or Marketing PartnerPlatinum partner - banking services.
• Dunsford Financial PlanningcoreGTM or Marketing PartnerPlatinum partner - financial planning services.
• Ritchies (IGA Supermarket)coreGTM or Marketing PartnerPlatinum partner - supermarket and liquor retailer.
• St Andrews Beach BrewerycoreGTM or Marketing PartnerPlatinum partner - brewery and restaurant.
• INTIXcoreTechnology or IntegrationTicketing platform partner providing online ticketing and membership services.
• 3MPminorGTM or Marketing PartnerSilver sponsor - commercial printing services.
• BenetasminorGTM or Marketing PartnerSilver sponsor - aged care services.
• Avis FrankstonminorGTM or Marketing PartnerSilver sponsor - car and truck rental.
• Casella Family BrandsminorGTM or Marketing PartnerSilver sponsor - wine and beverage supplier.
• Dominos FrankstonminorGTM or Marketing PartnerSilver sponsor - pizza restaurant.
• Business Directory Partners (50+ local businesses)minorGTM or Marketing PartnerLocal businesses listed in the club's Members Business Directory, spanning categories including retail, real estate, automotive, hospitality, and professional services.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Northern Bullants (formerly Preston): VFL club based in Melbourne's north, competing in the same second-tier league as Frankston. Comparable on community-ownership model, membership and ticketing revenue streams, and reliance on AFL-aligned talent pipelines.
• Box Hill Hawks: VFL team aligned with the Hawthorn Hawks AFL club, sharing the VFL competition with Frankston. Comparable as a player-development club fielding a senior men's team and women's program, with similar membership/sponsorship commercial structure.
• Sandringham Football Club (Zebras): VFL club aligned with the St Kilda Saints AFL side, competing in the same league as Frankston. Comparable as a state-league team producing AFL-listed talent, with similar junior pathways, membership programs, and match-day commercial operations.
• Coburg Football Club (Tigers): VFL club aligned with the Richmond Tigers AFL side, competing in the same league as Frankston. Comparable on VFL participation, women's program development, and Melbourne-focused match-day commercial operations.
• Footscray Bulldogs (Western Bulldogs VFL): VFL team aligned with the Western Bulldogs AFL club, competing in the same league as Frankston. Comparable on VFL participation, AFL-aligned player pathway, and community-facing match-day operations in a defined Melbourne catchment.
• Williamstown Football Club: One of the oldest and most decorated VFL clubs, also independent and competing in the same league as Frankston. Comparable on operating model (membership subscriptions, match-day ticketing, multi-tier sponsorships) and historical brand-equity build (founded 1864, multiple VFA/VFL premierships).
• Casey Demons: VFL team aligned with the Melbourne Demons AFL club, competing in the same league as Frankston. Comparable on on-field product (VFL matches, AFL pathway) and women's football programs (VFLW), with a similar geographic focus on Melbourne's outer southeast.
• Port Melbourne Football Club: VFL club with deep Melbourne roots and a similar independent, community-owned structure. Directly comparable on membership-driven revenue model and reliance on local sponsorships and home-ground match-day income.
• Werribee Football Club: Independent VFL club based in Melbourne's western suburbs, fielding a senior men's team in the same VFL competition as Frankston. Highly comparable as a community-owned, non-AFL-aligned second-tier club dependent on membership, ticketing, merchandise, and sponsorship revenue from a defined geographic catchment.

Regional players

• South Adelaide Football Club (SANFL): SANFL (South Australian National Football League) community-based club, serving as a state-league parallel to Frankston's VFL role in Victoria. Comparable as a community-owned, membership- and sponsorship-funded second-tier Australian Rules club, but operating in a different state-level competition and geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/frankstonfootballclub
• LinkedInlinkedin.com/company/frankstonfootballclub

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Frankston Football Club