South Melbourne District Sports Club

Name

South Melbourne District Sports Club

Legal name

South Melbourne District Sports Club Inc.

Website

https://smdsc.com.au

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Community Sports Club Services

NAICS

Sports Teams and Clubs (711211), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industry

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

Keywords

• Community sports club
• Grassroots football programs
• Junior athletics programs
• Cricket club programs
• Netball club programs

Headquarters

HQ city

Albert Park

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership and Registration Fees: Individual participant fees across 8 sports programs including senior footy, junior footy, Auskick, athletics, cricket, and netball. Fees vary by sport and program type.
2. Auskick Registration: $100 per season plus free Auskick pack including football.
3. Senior Athletics Membership: Relay-only Winter Package (Junior $110, Senior $150), Summer Package (Junior $210, Senior $250), Dual Package $350.
4. Netball Club Fees: Includes Parkville Team entry, game day court hire, umpire costs, and membership fee. Separate Netball Victoria Membership (insurance) paid directly to Netball Victoria.
5. Sponsorship Revenue: Financial sponsors including major club sponsors, team sponsors, and game day sponsors providing funds for grassroots sports, equipment, players and infrastructure.
6. Clubroom Hire: Clubrooms available for hire to members for educational or meeting purposes.
7. Merchandise Sales: Online shop for playing, training and spectating gear including uniforms, shorts, socks, hoodies, jackets, and Boob Armour products.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

South Melbourne District Sports Club operates eight community sports programs across four codes — Australian Rules football (senior, junior, Auskick), athletics (senior and little athletics), cricket (senior, junior, Cricket Blast), and netball — providing structured competition, skills development, and social participation pathways for 1,842+ participants annually. Programs run on a season/subscription basis from Clarke Shields Pavilion in Albert Park Reserve, with affiliation to district leagues (VAFA, South Metro Junior Football League, SECA, Athletics Victoria, Netball Victoria) governing competitive play.

Product overview

South Melbourne District Sports Club is a community sports club operating as a unified multi-sport organization offering nine distinct sports programs: Senior Football, Junior Football, Auskick, Senior Athletics, Little Athletics, Senior Cricket, Junior Cricket, Cricket Blast, and Netball. The club operates across four sports codes (football/Australian Rules, athletics, cricket, and netball) and provides pathways from introductory programs (Auskick, Cricket Blast, Little Aths) through to junior and senior competitive teams. The club operates from Clarke Shields Pavilion in Albert Park Reserve and maintains affiliations with district leagues including VAFA, South Metro Junior Football League, SECA, Athletics Victoria, and Parkville Netball.

Differentiator

Problem solved

Functional benefit

Products and services

• Senior Football
• Junior Football
• Auskick
• Senior Athletics (SMAC)
• Little Athletics
• Junior Cricket
• Cricket Blast
• Senior Cricket
• Netball
• Club Merchandise
• Clubroom Hire

Quantifiable outcome

• 1,842+ participants across 8 sports
• +3 more outcomes

Named customers5 records

Segments5 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 core and minor.

• South Metro Junior Football LeaguecoreStrategic or Co-development PartnerThe club has been part of the South Metro Junior Football League (formerly Moorabbin Saints Junior Football League) since 1990. The league had 25 member clubs, 479 teams, 64 divisions, and 11,000 participants in 2021. The club competes in this league's junior football competition.
• Victorian Amateur Football Association (VAFA)coreStrategic or Co-development PartnerSenior football competes in VAFA competition with teams in Seniors, Reserves, Thirds, and U19 Men's, plus Senior Women's. The club has won multiple VAFA premierships including Division 3 in 2022.
• Middle Park Cricket ClubcoreStrategic or Co-development PartnerSMD and MPCC work together on a pathway initiative for junior players to transition from synthetic to turf cricket. Senior cricket plays home games at Albert Park ovals and away at private school venues.
• Sydney SwansminorGTM or Marketing PartnerThe club has close links with the Sydney Swans AFL and AFLW teams through its historical connection to South Melbourne. The Bloods senior footy team dates back to 1912 with the same heritage.
• Athletics VictoriacoreStrategic or Co-development PartnerSMAC is an affiliated member of Athletics Victoria. Members receive AV Member Card, race bib, portal access, online entry, and discounted entry to various events. Competes in AV Shield and XCR series.
• Athletics AustraliacoreStrategic or Co-development PartnerSMAC is an affiliated member of Athletics Australia, the official national governing body for track and field and athletics.
• Netball VictoriacoreStrategic or Co-development PartnerClub netball players require Netball Victoria Membership (Insurance) paid direct to Netball Victoria. Covers insurance to take the court from January to December annually.
• Parkville Netball CompetitioncoreStrategic or Co-development PartnerSMDNC participates in Parkville Competition at State Netball Centre with Autumn (Feb-June) and Spring (July-Dec) seasons. Offers age groups from Go Teams (6 years) through to Open.
• Colbrow MedicscoreStrategic or Co-development PartnerEngaged to provide first aid training sessions for club trainers and grounds medic support at home matches.
• Little Athletics VictoriacoreStrategic or Co-development PartnerSouth Melbourne Little Athletics Centre affiliated with Little Athletics Victoria.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Old Scotch Football Club: VAFA amateur football club with historic heritage and community-driven operations comparable to SMDSC's 'Bloods' brand and senior football positioning.
• Old Brighton Football Club: VAFA amateur football club in Melbourne with a comparable amateur/community operating structure and senior competition profile to SMDSC.
• Old Xaverians Football Club: Long-established VAFA amateur football club in inner Melbourne competing in the same league as SMDSC's senior team. Highly comparable in volunteer-driven structure, community focus, and amateur competition format.
• Caulfield Grammarians Football Club: VAFA amateur football club with a similar volunteer-led community club model, competing at comparable senior levels to SMDSC.
• Brunswick Football Club: Inner-Melbourne amateur football club with a similar community-led operating model and player-development focus as SMDSC's junior and senior football programs.
• Melbourne University Football Club: VAFA amateur football club competing at the same senior level as SMDSC. Comparable in offering senior football participation in an inner-Melbourne context with similar governance and community model.
• University Blacks Football Club: VAFA club in inner Melbourne with similar amateur football structure, community volunteer model, and senior competition profile to SMDSC's senior football program.

Broad incumbents

• Sandringham Football Club: VFL-based community football club in Melbourne's bayside area. Broader incumbent in the same amateur/community football space, operating at a higher semi-professional tier but with a comparable volunteer and participation foundation.
• Fitzroy Football Club: Historic VFL/VAFA community football club with a strong heritage brand similar to SMDSC's 'Bloods' identity. Broader incumbent operating one tier above in VFL with comparable community roots.

Regional players

• St Kilda Cricket Club: Community cricket club in the inner-Melbourne area offering junior cricket programs comparable to SMDSC's junior cricket and Cricket Blast offerings under similar volunteer models.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/southmelbournedistrictsmen
• Facebookfacebook.com/southmelbournedistricts
• Xx.com/SouthMelbDFC

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 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 South Melbourne District Sports Club