East Perth Football Club

What East Perth Football Club does

East Perth Football Club, nicknamed 'The Royals', is one of the founding clubs of the Western Australian Football League (WAFL), established in 1906 and based at Sullivan Logistics Stadium (Leederville Oval) in Leederville, Perth. The club fields four competitive teams - Senior Men's (WAFL), Senior Women's (WAFLW), Colts, and Rogers Cup - serving as both a community sporting organisation and a participation pathway for male, female, and youth players in Western Australia. Its competitive history includes 17 premierships and a famous 'Three-Peat' from 2000 to 2002, with the club currently celebrating its 120-year anniversary in 2026.

The business operates a diversified community sports revenue model rather than a technology product model. Income is generated through season memberships (Family, Junior, Student, Pensioner tiers) bundled with a Royals Rewards loyalty programme, match-day tickets sold via INTIX and at the gate, an online and match-day merchandise store spanning apparel, accessories, collectibles and limited-edition commemorative items, multi-tier corporate sponsorship (including Sullivan Logistics as ground naming-rights partner, MotorOne, Audi Centre Perth, Schmick, Bendigo Bank Community Bank North Perth, and Paywise as WAFLW major partner), individual player sponsorships, venue hire through the Leederville Function Centre, and the Toyota Good for Footy Raffle fundraising programme. Distribution spans an own e-commerce storefront, INTIX online ticketing, physical match-day retail, and direct corporate sales channels.

The organisation is privately held as a member-based sporting association governed by a board and led by CEO James Sansalone, with no parent company or external funding rounds disclosed. Headcount sits in the 11-50 employee band and operations are concentrated in Western Australia. Recent strategic activity has centred on a 2025 leadership transition, the launch of a 120-year commemorative merchandise range, and the continued expansion of corporate partnerships and venue-based commercial events.

Name

East Perth Football Club

Legal name

East Perth Football Club

Website

https://eastperthfc.com.au

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Community Sports Club

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Matches (Club & National) (MPAGAMAB)

akta.pro secondary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Community football club
• WAFL sports entertainment
• Football membership programs
• Sports merchandise sales
• Corporate sports sponsorship

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Membership Revenue: Season memberships providing access to home games with exclusive perks and Royals Rewards program benefits
2. Ticket Sales: Match day tickets sold online via INTIX and at gate for WAFL, WAFLW, Reserves, Colts, and Rogers Cup games
3. Merchandise Sales: Online and match day merchandise store selling official club apparel, accessories, and memorabilia including jerseys, scarves, caps, jackets, and limited edition items
4. Corporate Sponsorship: Major partners, support partners, and preferred suppliers providing financial support in exchange for branding visibility and association with the club
5. Venue Hire: Leederville Function Centre available for events with fully licensed bar and catering options, venue hire discounts for Chairman's Club members
6. Player Sponsorship: Individual player sponsorships allowing businesses to sponsor specific players across WAFL Senior Mens, WAFLW Senior Womens, Colts, and Rogers teams
7. Toyota Good for Footy Raffle: Fundraising raffle where $5 tickets go directly back to the club for equipment, facilities, and player opportunities

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

East Perth Football Club ("The Royals") is a community football club competing in the Western Australian Football League (WAFL) with senior men's, senior women's, colts, and Rogers Cup teams. It sells match-day entertainment (WAFL/WAFLW/Reserves/Colts/Rogers Cup games), season memberships with Royals Rewards benefits, official merchandise (apparel, accessories, collectibles), venue hire at the Leederville Function Centre, corporate sponsorship, and player sponsorship programs, primarily from its Sullivan Logistics Stadium at Leederville Oval.

Product overview

East Perth Football Club operates as a Western Australian Football League (WAFL) club offering a unified product portfolio centered on its football teams (Senior Men's, Senior Women's, Colts, and Rogers Cup) and associated merchandise. The product ecosystem includes team apparel and accessories (caps, beanies, scarves, jackets, polos, jumpers, t-shirts), collectibles (framed prints, commemorative posters, limited-edition pool balls), bundled gift sets, and services (memberships, player sponsorship, venue hire). The team store merchandise is sold through the official website, at home games, and at the Leederville Function Centre. The club's primary revenue streams are game day attendance, memberships, merchandise sales, corporate partnerships, and venue hire.

Differentiator

Problem solved

Functional benefit

Products and services

• Royals Season Membership Program
• Match Day Tickets (WAFL/WAFLW/Reserves/Colts/Rogers Cup)
• Leederville Function Centre Venue Hire
• Player Sponsorship Program

Quantifiable outcome

• Member access to home games with exclusive perks and Royals Rewards program benefits

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered major and support.

• MotorOnemajorGTM or Marketing PartnerMajor partner of East Perth Football Club. Located at 1/40 Collingwood Street, Osborne Park WA 6017. Provides automotive products and services partnership.
• SchmickmajorGTM or Marketing PartnerMajor partner based at Level 9, 3 Nexus Crt, Mulgrave VIC 3170. Provides club major partnership benefits.
• Audi Centre PerthmajorGTM or Marketing PartnerMajor partner located at 337 Harborne Street Osborne Park 6017. Automotive dealership partnership.
• Community Bank North Perth (Bendigo Bank)majorGTM or Marketing PartnerCommunity Partner located at 431 Fitzgerald Street North Perth WA 6006. Represents community banking relationship with Bendigo Bank.
• PaywisemajorGTM or Marketing PartnerWAFLW Major Partner. Located at Level 10, 28 The Esplanade Perth WA 6000. Payment solutions provider.
• Sullivan LogisticsmajorGTM or Marketing PartnerGround Naming Rights partner. Located at 123 McDowell Street Welshpool WA 6106 Australia. Names Sullivan Logistics Stadium at Leederville Oval.
• Maddington and Canning Vale ToyotasupportGTM or Marketing PartnerSupport partner located at 1910-1914 Albany Highway, Maddington, WA 6109. Automotive partnership.
• KnightcorpsupportGTM or Marketing PartnerSupport partner at Level 7, 5 Mill Street, Perth WA 6000. Insurance services.
• Kendrick AutomotivessupportGTM or Marketing PartnerSupport partner at Unit 2, 11 Ulm Street Osborne Park, 6017 Western Australia.
• Everett-SmithsupportGTM or Marketing PartnerSupport partner at 58 Howe Street, Osborne Park, WA 6017.
• DorringtonsupportGTM or Marketing PartnerSupport partner at 34 Jersey Street Jolimont WA 6014. Plumbing services.
• Retravision CanningtonsupportGTM or Marketing PartnerSupport partner at 1490 Albany Hwy (cnr William St) Cannington WA 6107. Electronics retail.
• West Cape HowesupportGTM or Marketing PartnerPreferred supplier. Located at 14923 Muir Hwy, Mount Barker, WA 6324. Wine supplier for events.
• SKG RadiologysupportGTM or Marketing PartnerPreferred supplier at Level 3, 1 Hood Street Subiaco, WA 6008. Medical imaging services.
• REC LABsupportGTM or Marketing PartnerCorporate Classic Winner. Located at 8/82-84 Nanson Street, Wembley, WA.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• East Fremantle Football Club: WAFL rival in the southern Perth corridor; comparable operating model with senior, colts and women's teams plus sponsorship and membership revenue streams.
• West Perth Football Club: WAFL peer competing in the same fixtures; comparable member-owned club structure, home-ground match-day operations and Perth-metro sponsorship competition.
• Swan Districts Football Club: WAFL rival fielding men's, women's and colts teams in the same league; comparable revenue mix of memberships, gate receipts, merchandise and corporate partnerships from a north-east Perth base.
• Claremont Football Club: WAFL rival competing in the same league fixture list as East Perth; comparable operating model with senior men's, women's, colts and Rogers Cup teams, corporate sponsorship tiers and match-day revenue streams at Claremont Showground.
• Subiaco Football Club: Direct WAFL opponent with a similarly structured multi-tier football program, membership model and sponsor-driven revenue base operating from Leederville-adjacent western Perth catchment.
• Perth Football Club (Demons): WAFL peer sharing Perth's inner-city supporter catchment; comparable community-club structure with multi-tier teams, sponsor hierarchy and venue-based match-day operations.
• South Fremantle Football Club: WAFL peer fielding teams across the same competition grades; comparable member-owned model and Fremantle-based supporter, sponsor and venue-hire economics.
• Peel Thunder Football Club: WAFL peer in the Mandurah/Peel region; comparable multi-tier football operations, membership tiers and corporate sponsorship structure competing for the same WAFL audience pool.

Broad incumbents

• West Coast Eagles: WA-based AFL franchise; comparable as a Western Australian football brand and competitor for corporate sponsors, members and players, but operates at a substantially larger commercial scale with national broadcast rights.
• Fremantle Dockers: AFL franchise based in Fremantle/WA; competes with EPFC for Perth supporter engagement, junior talent pathways and WA-based corporate partnerships, but at a national-league commercial scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/eastperthfc
• LinkedInlinkedin.com/company/east-perth-football-club
• Instagraminstagram.com/eastperthfc
• Xx.com/eastperthfc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 East Perth Football Club