Coburg Football Club

What Coburg Football Club does

Coburg Football Club (the Coburg Lions) is a privately-held, member-governed Australian rules football club founded in 1892 and based at Coburg City Oval (Piranha Park) in Coburg, Melbourne, Victoria. The club competes in the 21-team Victorian Football League (VFL) with its senior men's team and in the Victorian Amateur Football Association's (VAFA) William Buck Premier Women's competition with its women's senior and development teams, supplemented by the Coburg Junior Football Club (JFC) and AFL Auskick programming. Its revenue model is diversified across five streams: annual memberships (adult/junior/family) sold through the Intix portal, match-day gate entry (Adult $10, Concession $5, U16 Free) plus pre-game event tickets ($40), merchandise via a Square online storefront, corporate sponsorship packages (2026 Corporate Packages with sponsors including Barry Plant Coburg, Johns Lyng Group, Piranha Snack Foods, Tigerform, Supernova, and Multitude Plaster), and tax-deductible fundraising through the Coburg Future Fund in partnership with the Australian Sports Foundation.

The club's competitive product is on-field football, with no proprietary technology platform; commercial and engagement operations run on third-party SaaS (Intix, Square, Canva, WordPress, AFL app/PlayHQ). Beyond core football, the club operates a community programming portfolio — Sea Shepherd Shield, Coburg FIDA (all-ability football), Fitzroy Stars (Indigenous program), Schools initiatives, and Vicki Cleary Day — positioning social impact as a parallel product alongside competition. Distribution is community-led, leveraging deep roots in northern Melbourne, a 133+ year heritage brand, multi-channel digital presence (website, Facebook, Instagram, X, YouTube, LinkedIn), and on-ground activations including Family Day, Ladies Day, the annual Jim Sullivan Best & Fairest at Marvel Stadium, and match-day corporate hospitality.

Operationally, the men's team has been in a rebuilding phase, ending a 23-game losing streak in April 2024 after a ~630-day drought and sitting 19th on the VFL ladder mid-season. Customer/member base is geographically concentrated in Coburg and northern Melbourne, with sponsor counterparties fragmented across local SMEs. The club has 51-100 employees and is governed by a board and executive structure with no parent company, no external ownership, and no public listing.

Name

Coburg Football Club

Legal name

Coburg Football Club

Website

https://coburgfc.com.au

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

51–100 employees

Short description

Coburg Football Club (Coburg Lions) is a privately-held, 133-year-old Australian rules football club in Melbourne competing in the VFL (men), VAFA (women), and juniors, funded through memberships, gate receipts, merchandise, corporate sponsorship, and community fundraising.

Ownership category

akta.pro rank

Product category

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

• Australian rules football
• Community football club
• VFL competition
• Sports club membership
• Match-day ticketing

Headquarters

HQ city

Coburg

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Memberships: The club sells annual memberships (adult, junior, family) that provide access to VFL games and club events, serving as a primary recurring revenue stream and key supporter engagement mechanism.
2. Match Day Ticketing: Gate entry revenue from VFL home games, with ticket sales through Intix platform. Adult gate entry is $10, concession $5, and U16 free. Pre-game event tickets sold separately at $40.
3. Merchandise Sales: Club merchandise sold through the club's Square e-commerce storefront (coburgfc.square.site), including official apparel and supporter gear.
4. Corporate Partnerships & Sponsorship: Corporate packages sold to local and national businesses including 2026 corporate packages, with named sponsors such as Barry Plant Coburg, Tigerform, Supernova, Multitude Plaster, Johns Lyng Group, and Piranha Snack Foods.
5. Fundraising & Donations: Coburg Future Fund, launched in partnership with Australian Sports Foundation, enabling tax-deductible donations from supporters. Sea Shepherd x Coburg FC raffle also drives fundraising.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Coburg Football Club operates a community-based Australian rules football club that fields senior men's, women's, and junior teams in the Victorian Football League (VFL). It sells match-day tickets, club memberships, and branded merchandise, and runs community participation programs such as All-Abilities football, supported by corporate sponsorships.

Product overview

Coburg Football Club operates as a community-based Australian rules football club with a multi-tiered offering structure. The core products are its competitive football programs: Men's VFL team competing in the Victorian Football League, Women's football in the VAFA Premier Women's competition, and Junior football through Coburg JFC. Supporting services include Membership Programs (adult, junior, and family tiers), Merchandise Store, Corporate Packages for sponsors, and Community Programs including the Sea Shepherd Shield, FIDA Program, Fitzroy Stars, Schools initiatives, and Vicki Cleary Day commemoration. The club competes at Piranha Park (Coburg City Oval) and has partnerships with AFL-aligned clubs for player development.

Differentiator

Problem solved

Functional benefit

Products and services

• Club Memberships Annual membership subscriptions that grant supporters access to home VFL matches and club benefits, sold directly to fans and families of the local community.
• Match-Day Tickets Single-match or event-based admission tickets to Coburg Football Club home games, purchased by supporters and casual attendees through the club's ticketing platform.
• Club Merchandise Branded apparel and supporter merchandise sold through an online storefront to fans, members, and the local community.
• Senior VFL Football Program (Men's & Women's) Fielding of senior men's and women's Australian rules football teams that compete in the Victorian Football League, serving the club's on-field product.
• Junior Football Program Junior participation pathway for young Australian rules football players in the Coburg area, supporting player development and feeder participation.
• All-Abilities Football Program Community inclusion program offering modified Australian rules football participation for players with disabilities, broadening the club's grassroots reach.

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Strathmore Community BranchminorGTM or Marketing Partner · 1 January 2025Strathmore Community Branch is a community partner of Coburg Football Club. Their ongoing support helps the club thrive both on and off the field. Community branch supporters are valued as part of the club's extended community.
• Australian Sports FoundationcoreStrategic or Co-development Partner · 1 January 2024Launched the Coburg Future Fund in partnership with the Australian Sports Foundation — a government-backed organisation that helps clubs raise funds through tax-deductible donations. This provides supporters with a simple mechanism to financially contribute to the club's future.
• Sea Shepherd AustraliacoreStrategic or Co-development PartnerCoburg Football Club has a partnership with Sea Shepherd Australia, culminating in the Sea Shepherd Shield — awarded to the winner of home and away games between Coburg and Williamstown. This alliance was announced for the 2024 season and reflects the club's commitment to environmental and social causes.
• Barry Plant CoburgminorGTM or Marketing PartnerBarry Plant Coburg is a club sponsor displayed prominently on the website, providing commercial support to the club.
• Johns Lyng GroupminorGTM or Marketing PartnerJohns Lyng Group is a club sponsor displayed on the website, providing commercial sponsorship support.
• Piranha Snack FoodsminorGTM or Marketing PartnerPiranha Snack Foods is a club sponsor and also the naming sponsor of Piranha Park (Coburg City Oval), the club's home ground.
• TigerformminorGTM or Marketing PartnerTigerform is a club sponsor displayed on the website, providing commercial support.
• SupernovaminorGTM or Marketing PartnerSupernova is a club sponsor displayed on the website, providing commercial support.
• Multitude PlasterminorGTM or Marketing PartnerMultitude Plaster is a club sponsor displayed on the website, providing commercial support.
• Glenelg Football Club (SANFL)coreStrategic or Co-development PartnerCoburg Football Club participated in the 'Roar on the Border' pre-season clash against Glenelg Football Club in Mount Gambier in March 2026. This marked the first meeting between the clubs in nearly five decades — a significant cross-league VFL vs SANFL matchup.
• Recovery Lab Pascoe ValeminorGTM or Marketing PartnerRecovery Lab Pascoe Vale ran pop-up activations at the club's Family Day 2026 event, providing sports recovery services and engagement with club supporters.
• Teeth on O'HeaminorGTM or Marketing PartnerTeeth on O'Hea sponsored the Round 3 Collingwood match pre-game event and provided mouthguard fitting services at Family Day 2026.

Scale indicators4 records

Expansion highlights4 records

Broad incumbents

• Fitzroy Football Club: Historic Melbourne football club with overlapping northern-Melbourne catchment and shared heritage narratives; competes in the VAFA rather than VFL but serves similar community demographics and runs comparable membership and community programs.

Direct peers

• Sandringham Football Club: VFL standalone club in metropolitan Melbourne running men's VFL, women's, and community programs with similar revenue mix (memberships, corporate, gate). Direct competitor for sponsors, players, and supporters in the same league.
• Box Hill Hawks: VFL club competing in the same league with a similar community-football program structure. Comparable in scale and revenue model (memberships, ticketing, sponsorships) as a metropolitan Melbourne VFL participant.
• Werribee Football Club: VFL standalone club competing in the same 21-team league, based in Melbourne's western growth corridor. Direct comparable on league economics, sponsorship pricing, and community-anchored operating model.
• Williamstown Football Club: VFL standalone club competing in the same 21-team competition as Coburg; direct on-field rival via the Sea Shepherd Shield partnership. Both operate community-based Australian rules football clubs outside AFL affiliation, with comparable membership and sponsorship models in metropolitan Melbourne.
• Northern Bullants (Preston Football Club): VFL club located in Melbourne's northern suburbs — directly adjacent to Coburg's geographic catchment. Operates a similar standalone model with comparable community-engagement positioning and competition mix.
• Casey Demons: VFL club competing in the same league, operating community programs, memberships, and corporate partnerships. Functions as a directly comparable peer on league economics and operational scope.
• Frankston Football Club: VFL standalone club in the same competition, drawing from a similar suburban Melbourne catchment. Operates comparable membership, ticketing, sponsorship, and community program models targeting a single Victorian region.

Regional players

• Southport Football Club: Standalone community-based Australian rules football club competing in a state-level second-tier league (VFL/NEAFL lineage) outside Victoria. Comparable as a non-AFL-aligned standalone club with membership/sponsorship-driven economics in a different geography.

Others

• Australian Sports Foundation: Coburg's strategic partner (Coburg Future Fund). Not a competitor but a critical enabler — comparable community sports organisations route their tax-deductible fundraising through ASF, making it a structural reference point for the club's donation infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/CoburgFC
• YouTubeyoutube.com/user/coburgfc
• Facebookfacebook.com/coburgfc
• LinkedInlinkedin.com/company/coburg-football-club
• Instagraminstagram.com/coburgfc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Coburg Football Club