Wellington Phoenix Football Club

Name

Wellington Phoenix Football Club

Legal name

Wellington Phoenix Football Club

Website

https://wellingtonphoenix.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Professional Football / Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Matches (Club & National) (MPAGAMAB)

Keywords

• Professional football club
• A-League soccer
• Football academy programs
• Match day tickets
• Football merchandise

Headquarters

HQ city

Trentham

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Match Day Revenue: Ticket sales through Ticketek for A-League Men and Women matches at Sky Stadium, Hnry Stadium, and Porirua Park
2. Memberships: Season memberships including Nix Rewards loyalty program
3. Merchandise Sales: Online shop selling club merchandise including kits, apparel and accessories
4. Sponsorship: Corporate sponsorship deals including principal partners (NZCIS), major partners (Holmes Construction), and standard sponsors (McDonald's, Double Undies, Dynasty Sport)
5. Broadcasting Rights: Revenue from A-League broadcasting rights through Australian Professional Leagues Company

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Wellington Phoenix Football Club is a professional men's and women's football club based in Wellington, New Zealand, competing in Australia's A-League Men and A-League Women competitions. The club sells match tickets, season memberships, official replica merchandise, and operates a youth academy for player development. It also delivers community programmes, corporate hospitality, and grassroots football initiatives across the lower North Island.

Product overview

Wellington Phoenix Football Club operates as a professional football organisation offering a dual-team structure competing in the Australian A-League system. The club fields an Isuzu UTE A-League Men team and a Ninja A-League Women team, supported by a comprehensive Phoenix Academy youth development programme that has produced over 60 New Zealand internationals. The club's product portfolio spans professional football participation, youth talent development through the academy, Nix Rewards membership programme, official merchandise retail, and match day hospitality experiences. Community engagement initiatives complement the professional offerings, creating a comprehensive football ecosystem for New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• A-League Men's Team
• A-League Women's Team
• Phoenix Academy
• Match Day Tickets and Memberships
• Official Merchandise
• Hospitality and Match Day Experiences
• Community and Grassroots Programmes

Quantifiable outcome

• 7 academy graduates in 2026 All Whites World Cup squad
• +3 more outcomes

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

Integration3 records

Partnerships

14 partnerships are on record, tiered core, major and minor.

• New Zealand Campus of Innovation and Sport (NZCIS)coreStrategic or Co-development Partner · 1 July 2024NZCIS is the principal partner for the Wellington Phoenix and training home base. The club trains at NZCIS facilities in Trentham, Upper Hutt. Partnership includes a groundbreaking Data Usage Agreement with Hurricanes, Wellington Rugby, NZPFA and NZRPA to drive sports innovation, athlete performance and welfare through data analytics.
• McDonald'smajorGTM or Marketing PartnerMcDonald's has expanded its partnership with the Wellington Phoenix as part of a new three-year deal. Continues to back both the Phoenix men's and women's teams in the A-League as a major sponsor with various marketing activations.
• Holmes ConstructionmajorGTM or Marketing PartnerHolmes Construction has extended its support for the Phoenix Academy as a major partner for two more years. Established in Wairarapa in 1957, the construction company has been supporting the next generation of Kiwi footballers through the academy partnership.
• Double UndiesminorGTM or Marketing PartnerPartnership with proudly Kiwi company Double Undies to empower the women's team. The company produces the world's first absorbent performance thong designed for women athletes.
• Dynasty SportmajorGTM or Marketing PartnerKit manufacturer for Wellington Phoenix. Dynasty Sport has designed club kits including home, away and additional third kit strips for the 2025-26 A-Leagues season.
• Entelar GroupminorGTM or Marketing PartnerLogo partner displayed on official website footer alongside other commercial sponsors.
• OPPOminorGTM or Marketing PartnerLogo partner displayed on official website footer alongside other commercial sponsors.
• Chemist WarehouseminorGTM or Marketing PartnerLogo partner displayed on official website footer alongside other commercial sponsors.
• GazleyminorGTM or Marketing PartnerLogo partner displayed on official website footer alongside other commercial sponsors.
• HurricanesminorStrategic or Co-development PartnerFoundation member of NZCIS alongside Wellington Phoenix and Wellington Rugby. Included in the Data Usage Agreement partnership for sports innovation and athlete welfare.
• Wellington RugbyminorStrategic or Co-development PartnerFoundation member of NZCIS alongside Wellington Phoenix and Hurricanes. Included in the Data Usage Agreement partnership for sports innovation and athlete welfare.
• New Zealand Professional Footballers Association (NZPFA)minorStrategic or Co-development PartnerPlayers association partner in the NZCIS Data Usage Agreement focused on protecting player data rights while enabling innovation in sports.
• New Zealand Rugby Players Association (NZRPA)minorStrategic or Co-development PartnerRugby players association partner in the NZCIS Data Usage Agreement focused on athlete welfare and data-driven health initiatives.
• TicketekcoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for Wellington Phoenix matches. All A-League Men and Women tickets sold through Ticketek platform.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Melbourne Victory: Historic A-League club fielding both men's and women's teams with a large membership base and major commercial sponsorships. Highly comparable in product mix, ticketing partnerships, and A-League governance exposure to Wellington Phoenix.
• Macarthur FC: A newer A-League franchise with a similar growth-stage profile and small-market positioning to Wellington Phoenix, sharing the same A-League broadcast and governance framework.
• Melbourne City FC: A-League men's and women's club owned by City Football Group. Comparable as a multi-team A-League operator with deep sponsorship relationships, academy infrastructure, and central-league broadcast economics identical to Wellington Phoenix's structure.
• Brisbane Roar FC: A-League men's and women's club with comparable operating model including academy, membership, merchandise, and sponsorship streams. Direct peer in the same centralized A-League broadcast and governance structure as Wellington Phoenix.
• Auckland FC: The newest A-League franchise and the other New Zealand-based professional men's football club. Directly comparable as a cross-border NZ entrant competing in the same Australian A-League system with a similar membership, ticketing, and sponsorship model.
• Sydney FC: One of the A-League's foundation clubs and historically its most successful, operating men's and women's teams with a Sky Blue membership model, A-League broadcasting, and major sponsorship portfolio directly comparable to Wellington Phoenix.
• Central Coast Mariners FC: A-League club with a smaller-market, development-focused identity similar to Wellington Phoenix's position as a non-metropolitan A-League franchise, including comparable academy and merchandise operations.
• Perth Glory FC: A-League men's and women's club with comparable membership, matchday, sponsorship, and merchandise revenue mix under the same centralized APL governance as Wellington Phoenix.
• Western Sydney Wanderers FC: A-League club with active supporter culture (similar to Yellow Fever) and combined men's and women's A-League participation, sharing league-level broadcast and commercial economics with Wellington Phoenix.
• Adelaide United FC: A-League men's and women's club with a structured academy, ticketing partnerships, and sponsorship tiers directly comparable to Wellington Phoenix's operating footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WgtnPhoenixFC
• Facebookfacebook.com/WellingtonPhoenixFC
• LinkedInlinkedin.com/company/wellington-phoenix-football-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 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 Wellington Phoenix Football Club