Preston Lions Football Club

What Preston Lions Football Club does

Preston Lions Football Club is a community-owned professional football club established in 1947 in Melbourne's northern suburbs, currently based at B.T. Connor Reserve in Reservoir, Victoria. The club fields men's teams across NPL Victoria (NPL, NPL2, NPL3) and a women's team in the NPLW, in addition to a junior development pathway from miniroos through senior competition and an Indigenous Football Pathway Program. Originally founded by the local Macedonian community, the club has accumulated a 78-year history including 13 National Soccer League seasons (1981-1993) and multiple Victorian Premier League Championships (1994, 2002, 2007).

The club generates revenue through six primary streams: annual memberships (Pavilion Club at $450 and Season Membership at $220), merchandise sales via a Majestri-powered e-commerce store (jerseys, hoodies, accessories priced $30-$100 AUD), tiered corporate sponsorship packages (major, associate, presidents club), pavilion hire at B.T. Connor Reserve, and player registration fees. Distribution is omnichannel through the plfc.com.au website, the physical venue, social media (Facebook, Instagram, YouTube, Twitter, LinkedIn, TikTok), and email newsletters, with a community-led go-to-market targeting families and multi-generational supporters.

Operationally, the club is led by an Executive Committee headed by President David Cvetkovski and Vice President Silvana Naumovski, supported by a General Manager, CFO, Technical Director, and functional managers across sponsorship, infrastructure, branding, merchandise, events, technology, F&B, and juniors. The organization employs 11-50 staff and operates with no parent company or external ownership. Technology infrastructure is standard for a community sports club: third-party SaaS for e-commerce (Majestri) and fixture management (MyGameDay), with no proprietary AI, ML, or differentiated technical capabilities.

Name

Preston Lions Football Club

Legal name

Preston Lions Football Club

Website

https://plfc.com.au

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

11–50 employees

Short description

Preston Lions Football Club is a community-owned Australian football club founded in 1947, competing in NPL Victoria men's and women's leagues. It serves local players, families, and supporters through memberships, merchandise, sponsorship, and venue hire at B.T. Connor Reserve in Reservoir.

Ownership category

akta.pro rank

Product category

Community Football Club Operations

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Community football club
• Amateur football operations
• Sports membership programs
• Football merchandise sales
• Corporate sports sponsorship

Headquarters

HQ city

Reservoir

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership subscriptions providing voting rights, member caps, and entry to home games across senior men's NPL, women's NPLW, Australia Cup, and Women's Nike FC Cup. Pavilions access included for premium members.
2. Season Passes: Season membership providing entry to senior men's and women's home games for the season.
3. Merchandise Sales: Online store selling jerseys, hoodies, t-shirts, beanies, scarves and other club merchandise.
4. Sponsorship: Corporate sponsorship packages providing signage, branding, and networking opportunities across major, associate, and presidents club tiers.
5. Pavilion Hire: Venue facilities available for hire at B.T. Connor Reserve.
6. Player Registration: Fees collected from player registrations across all age groups and teams.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Preston Lions Football Club operates a community football club competing in the National Premier Leagues Victoria across men's and women's divisions, selling annual memberships and season passes for match-day access, retailing club merchandise (jerseys, hoodies, tees, accessories) through an online store, offering corporate sponsorship packages, and renting its pavilion facilities at B.T. Connor Reserve. It also runs community programs such as the Indigenous Football Pathway Program.

Product overview

Preston Lions Football Club is a professional football organization established in 1947, competing in NPL Victoria and NPL2/NPLW competitions. The club offers a unified product portfolio centered on football participation and fan engagement. The merchandise line includes S26 seasonal apparel (Tees, Hoodies & Crews, Jerseys), the Preston Lions Home/Away Jersey 2026, Heritage collection (Legacy 47 Tee), accessories (Beanies, Scarves), and specialty items like the MAK Pride Hoodie. The membership tier includes the premium 2026 Pavilion Club Membership with exclusive pavilion access and voting rights, and the standard 2026 Season Membership. The club also provides facility hire services and community programs including the Indigenous Football Pathway Program. The shop is powered by Majestri e-commerce platform, and team management uses MyGameDay for fixtures and results.

Differentiator

Problem solved

Functional benefit

Products and services

• 2026 Pavilion Club Membership Premium adult membership at $450 AUD (concession $400) offering voting rights at AGM, member cap, exclusive main pavilion access, and entry to all senior men's NPL and women's NPLW home games, Australia Cup preliminary round home games, Women's Nike FC Cup home games, and Australian Championship home games.
• 2026 Season Membership Standard season membership at $220 AUD (concession $169) offering entry to senior men's NPL and women's NPLW home games, Women's Nike FC Cup home games, and Australian Championship home games. Does not include pavilion access on match days.
• Pavilion Hire Facility rental service for the club's pavilion at B.T. Connor Reserve, available for events and functions.
• Preston Lions Home Jersey 2026 Official home match jersey for the 2026 season, priced at $100 AUD, available to supporters via the club's online store.
• Preston Lions Away Jersey 2026 Official away match jersey for the 2026 season, priced at $100 AUD, available to supporters via the club's online store.
• Season 2026 Merchandise Capsule (Tees, Hoodies & Crews, Jerseys) Seasonal apparel collection including S26 Tees, S26 Hoodies & Crews, and S26 Jerseys for the 2026 season, available via the club's online store.
• Legacy 47 Tee Heritage-themed t-shirt commemorating the club's founding in 1947, priced at $34.99 AUD, available via the club's online store.
• Mak Pride Hoodie Club pride hoodie available in the merchandise collection, priced at $80 AUD, available via the club's online store.
• 2026 Beanie Winter accessories beanie for the 2026 season, priced at $30 AUD, available via the club's online store.
• 2026 Scarf Supporter scarf for the 2026 season, priced at $35 AUD, available via the club's online store.
• Corporate Sponsorship Packages Tiered corporate sponsorship packages (major, associate, and presidents club) providing signage, branding, and networking opportunities across the club and its supporter base, sold directly via [email protected].

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Oakleigh Cannons FC: NPL Victoria club, directly comparable as a peer competitor in the same competition with similar operational scale and revenue model (memberships, sponsorships, merchandise).
• Hume City FC: NPL Victoria club with similar community structure, competing at the same competitive tier as Preston Lions.
• Green Gully SC: NPL Victoria club with Maltese community heritage, sharing the same ethnic-community-owned club model and competing in the same league.
• Avondale FC: NPL Victoria competitor with similar community football club operating model and competitive positioning within the same league tier.
• Heidelberg United FC: NPL Victoria club competing in the same league, with similar semi-professional operational scale and community focus. Comparable as a direct league rival.
• Melbourne Knights FC: NPL Victoria club with Croatian community heritage, similar community-owned structure and ethnic-community identity model. Directly comparable in scale, governance, and supporter-base composition.
• South Melbourne FC: Fellow NPL Victoria club with Greek community heritage, competing in the same league as Preston Lions. Directly comparable as a community-owned ethnic-heritage football club with shared history in Victorian state leagues.

Others

• Football Victoria: Governing body for football in Victoria. Relevant as the league operator and regulatory authority that shapes Preston Lions' competitive structure and compliance framework.

Broad incumbents

• Melbourne City FC: A-League club with City Football Group ownership, representing the top-tier professional football benchmark in the same Melbourne/Victorian market.
• Melbourne Victory FC: A-League (top-tier) Melbourne club operating broadly in the same Victorian football market. Comparable as a senior professional football brand serving overlapping supporter demographics but at a much larger commercial scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeplfc.com.au/youtube
• Facebookfacebook.com/prestonlionsfc
• LinkedInlinkedin.com/company/prestonlionsfc
• Instagramplfc.com.au/instagram
• Xx.com/prestonlionsfc
• TikTokplfc.com.au/tiktok

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Preston Lions Football Club