Souths Logan Magpies
Souths Logan Magpies is a community-owned rugby league club competing in QRL's Hostplus Cup and BMD Premiership from Davies Park in Brisbane, serving local fans, families, and elite players through memberships, merchandise, sponsorships, and game-day revenues.
- Company typePrivate
- Founded1909
- HeadquartersWest End, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Souths Logan Magpies does
Souths Logan Magpies is a community-owned rugby league club based at Davies Park in West End, Brisbane, Queensland. Founded in 1909 (with the current entity incorporated in 2003), the club competes in Queensland Rugby League competitions including the Hostplus Cup, BMD Premiership, Cyril Connell Cup, Mal Meninga Cup, and Harvey Norman age-grade competitions. It serves local fans, families, and elite representative players across the Logan, South-West Brisbane, and West End catchment areas, with a junior development ecosystem spanning 10 affiliated clubs and multiple partner schools.
The club operates four primary revenue streams: tiered annual memberships ($125-$420), branded merchandise (priced $5-$75), corporate and community sponsorships, and game-day revenues including entry, food and beverage, and merchandise sold at the Can Bar and Merch Shed at Davies Park. Technology footprint is modest, centered on a Shopify-powered e-commerce storefront supporting multiple payment methods (Shop Pay, PayPal, Visa, Mastercard, Amex, Apple Pay, Google Pay, Union Pay), plus social media engagement (Facebook, Instagram, TikTok) and the 'Squawk' email newsletter. There is no proprietary technology platform, no AI/ML capability disclosed, and no app product.
Commercially, the club pursues a community-led go-to-market anchored by family-friendly game-day experiences ('Sunday Sesh'), junior talent pathways, and school-based development programs implemented since 2008. A three-year NRL affiliation with the Brisbane Broncos (2024-2026) provides a strategic pathway to professional rugby league and additional junior development resources. The club is privately held with no disclosed ownership structure, no institutional investment, no subsidiaries, and no publicly reported financials.
Souths Logan Magpies firmographics
Firmographics- Name
- Souths Logan Magpies
- Legal name
- Souths Logan Magpies
- Website
- https://southsloganmagpies.com.au
- Company type
- Private
- Founded year
- 1909
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Souths Logan Magpies is a community-owned rugby league club competing in QRL's Hostplus Cup and BMD Premiership from Davies Park in Brisbane, serving local fans, families, and elite players through memberships, merchandise, sponsorships, and game-day revenues.
- Ownership category
- akta.pro rank
Souths Logan Magpies industry classification
Industry- Product category
- Professional Sports Club
- 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)
Keywords
Where Souths Logan Magpies is headquartered
LocationHeadquarters
- HQ city
- West End
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Souths Logan Magpies business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Membership Sales: Season-based memberships offering tiered access including season passes to home games, merchandise packs, exclusive member areas, and event invitations. Three tiers ranging from $125 to $420.
- Merchandise Sales: Online store and physical merch shed at game days selling branded apparel including jerseys, polo shirts, training gear, accessories, and commemorative items. Prices range from $5 to $75.
- Sponsorship Revenue: Partnership arrangements with major partners including TilerMade, Goodlife Health Clubs, Westpoint Autos, and Brisbane Broncos, plus numerous community sponsors across various industries.
- Game Day Revenues: Entry fees, food and beverage sales at the Can Bar, merchandise shed, and family-friendly game day experiences at Davies Park. Kids under 12 admitted free with concession pricing available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | 2026 Black & White Membership - $165.00 |
| Subscription | Annual | 2026 18th Man Membership - $125.00 |
| Subscription | Annual | 2026 Guardians of the Nest Membership - $420.00 |
| Unit Pricing | Pay-as-you-go | Merchandise Price Range - $5 to $420 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Souths Logan Magpies product offering
Product offeringCore offering
Souths Logan Magpies is a historic community rugby league club based at Davies Park, West End, Brisbane, competing in the Hostplus Cup and BMD Premiership. It sells three tiers of annual season memberships granting game access and merchandise packs, a full range of branded apparel and accessories through an online store and game day merch shed, and offers live game day entertainment and family experiences. The club also operates junior development pathways, school programs, and community initiatives through a network of affiliated junior clubs.
Product overview
Souths Logan Magpies operates a Shopify-based e-commerce store offering three tiers of season memberships (Black & White, 18th Man, and Guardians of the Nest) and branded merchandise including apparel (jerseys, polos, training gear, hoodies, t-shirts), accessories (beanies, caps, bucket hats, scarves, umbrellas), and lifestyle items (water bottles, stubby coolers, backsacks, chinos). The memberships provide game access and merchandise packs while the merchandise line serves fans seeking official club gear.
Differentiator
Problem solved
Functional benefit
Products and services
- 2026 Black & White Membership Annual season pass membership providing access to all 2026 SLM home games, exclusive Members and Partners Area access, Squawk Newsletters, and a merchandise pack including a 2026 Polo and Stubby Cooler. Designed for local rugby league fans and families.
- 2026 18th Man Membership Annual non-ticketed supporter membership for fans who cannot attend every game but want to represent the club. Includes a 2026 Polo, Training Tee, and Training Shorts with total inclusions valued at $155.
- 2026 Guardians of the Nest Membership Premium annual membership offering two season passes to all 2026 SLM home games, 10% merchandise discount, ticket to the State of Origin Lunch, exclusive Members and Partners Area access, Squawk Newsletters, and GON merchandise pack with exclusive key ring. Total inclusions valued at $605. Designed for lifelong fans and past players.
- Souths Logan Magpies Branded Merchandise Official club-branded merchandise sold via the online store and Davies Park Merch Shed on game days. Includes jerseys (e.g., 1908 Playoffs Jersey $45), team polos ($55), hoodies ($70-$75), training shorts ($40), bucket hats ($25), beanies ($30), caps ($35), water bottles ($18), stubby coolers ($10), and umbrellas ($60). Targeted at supporters and rugby league fans.
Quantifiable outcome
- 10+ premierships won across club history (1909-present)
- +4 more outcomes
Companies that use Souths Logan Magpies
Customer profileSegments4 records
Ideal customer profiles4 records
Souths Logan Magpies technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Souths Logan Magpies partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, major and minor.
- Brisbane BroncoscoreThree-year NRL affiliation agreement (2024-2026) continuing Broncos' commitment to Southern Suburbs of Brisbane and Logan. Broncos have committed additional resources for junior development program, creating exciting period of growth within the corridor. Souths Logan Magpies is a Proud Affiliate Club of the Brisbane Broncos.
- Souths Leagues ClubcorePartnership for functions and events. Enquiries: phone 07 3844 7344 or email [email protected]. Located at Davies Park area, ideal destination for special occasions and corporate events.
- Logan Brothers (Affiliated Junior Club)coreOne of ten affiliated junior clubs forming the player pathway system. Players identified and selected through this network rather than direct registration.
- Waterford Demons (Affiliated Junior Club)coreAffiliated junior club within the Magpies catchment area contributing to player development pathway.
- Marsden State High SchoolmajorAssociated secondary school and secondary game day venue. Part of school development programs implemented since 2008 to increase community presence and create student pathways.
- TilermademajorMajor partner - family owned and run tile business established 2008. Website: tilermade.com.au
- Goodlife Health ClubsmajorMajor partner - one of Australia's largest health club chains supporting 295,000+ members. Website: goodlife.com.au
- Westpoint Autos (GWM)majorMajor partner - family owned and run car dealership in Brisbane with spare parts, service, and used cars departments. Active community supporter. Website: westpointautos.com.au
- Micah ProjectsmajorCommunity Partner - club offers clubhouse as packing hub for Micah Projects Christmas Hampers providing support to individuals and families marginalised and facing adversity across Brisbane.
- Small Steps 4 HannahmajorCommunity Partner - foundation close to club's heart. Ladies Day Pink Jersey Auction raised funds for Small Steps 4 Hannah focusing on awareness of coercive control behaviours and H.A.L.T cycle of domestic and family violence.
- Ronald McDonald House CharitiesmajorClub supports McHappy Day initiative - $2 from every Big Mac purchase goes to Ronald McDonald House Charities Southeast Queensland. Players promote McHappy Day in local McDonald's stores.
- RISE ProgramminorJunior development program for u14-17 females and u12-15 males running in multiple locations across South-East Queensland, Central Queensland, North Queensland, Darwin, Melbourne, Perth and Adelaide. Includes specialized training and weekend carnival.
- QRL (Queensland Rugby League)coreCompetition organizer for Hostplus Cup, BMD Premiership, Cyril Connell Cup, Mal Meninga Cup, and Harvey Norman competitions. Publishes fixture information and selected match streaming.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Souths Logan Magpies competitors and assessment
Company assessmentDirect peers
- Brisbane Tigers: Direct competitor competing in the same Hostplus Cup and BMD Premiership competitions, with adjacent catchment in Brisbane's inner-west. Closest comparable on field because both operate as community rugby league clubs with membership programs and game day experiences.
- Easts Tigers (Brisbane): Hostplus Cup community rugby league club in Brisbane. Direct comparable on revenue model (memberships, merchandise, sponsorship) and competition tier.
- Tweed Seagulls: BMD Premiership (women's) and Hostplus Cup peer shared with SLM on the Gold Coast corridor. Comparable community club model with similar revenue streams.
- Norths Devils: Direct Hostplus Cup peer sharing a catchment border with SLM in Brisbane's northern suburbs. Same competition tier and similar community-club operating model.
- Ipswich Jets: Direct Hostplus Cup peer serving the Ipswich corridor adjacent to SLM's southern catchment. Comparable community rugby league club with membership, merchandise and sponsorship revenue mix.
- Wynnum Manly Seagulls: Direct QRL competitor in the same Hostplus Cup competition, providing the strongest geographic peer on SLM's eastern catchment border. Comparable in scale and structure as a community-based rugby league club with similar match-day operations.
- Townsville Blackhawks: Hostplus Cup competitor in regional Queensland, comparable as a QRL community rugby league club with membership and sponsorship model, though operating in a different regional geography.
- Redcliffe Dolphins: Hostplus Cup competitor and one of the more established Brisbane community rugby league clubs. Comparable in membership and sponsorship structure, with stronger NRL adjacency through the Dolphins NRL franchise.
- Northern Pride (Cairns): Hostplus Cup community rugby league club in Cairns, comparable on competition tier and operating model but serving a regional far-north Queensland catchment.
Broad incumbents
- Brisbane Broncos: NRL franchise and SLM's NRL affiliation partner. Comparable as a Brisbane-based rugby league entity but operates at a vastly larger professional scale with broadcast, ticketing and corporate revenue far beyond a community club.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Souths Logan Magpies social profiles
Digital presenceSouths Logan Magpies financial estimates
Financial estimateRevenue estimate
Valuation estimate
Souths Logan Magpies leadership team
Management profileNumber of profiles
Profiles1 record
Souths Logan Magpies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Souths Logan Magpies M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Souths Logan Magpies
What does Souths Logan Magpies do?
Souths Logan Magpies is a historic community rugby league club based at Davies Park, West End, Brisbane, competing in the Hostplus Cup and BMD Premiership. It sells three tiers of annual season memberships granting game access and merchandise packs, a full range of branded apparel and accessories through an online store and game day merch shed, and offers live game day entertainment and family experiences. The club also operates junior development pathways, school programs, and community initiatives through a network of affiliated junior clubs.
Is Souths Logan Magpies a public or private company?
Souths Logan Magpies is a private company. It is classified as unknown and is currently operating.
When was Souths Logan Magpies founded?
Souths Logan Magpies was founded in 1909. It employs 11 to 50 people.
Where is Souths Logan Magpies based?
Souths Logan Magpies is headquartered in West End, Australia, in the Oceania region.
How does Souths Logan Magpies make money?
Four revenue lines are on record. Membership Sales are the primary driver. The others are merchandise Sales, sponsorship Revenue and game Day Revenues.
Who are Souths Logan Magpies's main competitors?
Direct peers on record are Brisbane Tigers, Easts Tigers (Brisbane), Tweed Seagulls, Norths Devils, Ipswich Jets, Wynnum Manly Seagulls, Townsville Blackhawks, Redcliffe Dolphins and Northern Pride (Cairns). Brisbane Broncos is listed as a broad incumbent.
Does Souths Logan Magpies have an API?
No public API is recorded for Souths Logan Magpies.
What industry is Souths Logan Magpies in?
Souths Logan Magpies's product category is Professional Sports Club. Its primary akta.pro industry code is MPAKACAE, Local Amateur Clubs & Community Sports Organizations. Its NAICS code is 711211 and its SIC code is 7997.