AltonaMagic
Altona Magic Soccer Club is a non-profit community soccer club in Altona North, Melbourne, operating football programs from Mini Roos (U7) through a senior men's NPL2 team, serving the Hobsons Bay area with Macedonian heritage and 55 years of history.
- Company typePrivate
- Founded1968
- HeadquartersAltona North, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What AltonaMagic does
Altona Magic Soccer Club Inc is a non-profit community soccer club domiciled in Altona North, Victoria, Australia, founded in 1968 by Macedonian immigrants (originally as Kingsville Soccer Club). The club operates a multi-tiered football program spanning Mini Roos (U7-U11, community leagues), Community Teams (U12-U16), Junior NPL Boys (U14-U18, Victoria's top junior tier), Girls Football (Mini Roos and Community, with free registration in 2023), Women's Football, and a Senior Men's team currently competing in National Premier League 2 Victoria. The senior men's squad competes at the second tier of Victorian football, a step below the VPL championships the club won five times (1995, 1996, 1997, 2008, 2009).
The business model is straightforward community-sports economics: recurring annual registration fees structured by age group and competition tier (Mini Roos lowest, NPL U13+ highest due to 4-days-per-week training), one-time merchandise sales (Umbro apparel distributed via prosportsgroup.com.au), and sponsorship from approximately 40 local businesses across automotive, construction, food, logistics, and professional services. The club has no proprietary technology platform — operations are supported by a website, Facebook page, and the third-party mygameday.app fixture system — and there is no AI, API, or software product surface.
Strategically, Altona Magic is anchored by its 40-year tenancy of Paisley Park Soccer Complex (1-15 Mills Street, Altona North; 5,000 match-day capacity, 1,500 undercover grandstand, NPL-standard floodlights, modern function facility) and a 2024 masterplan submission to Hobsons Bay City Council to redevelop the site for the next 40 years. The club is governed by a volunteer Board of Directors (2026 Co-Presidents Bobby Masalkovski and Marjan Tasevski), with no external parent company, no private equity backing, and no public ticker. It serves the Hobsons Bay area of inner-western Melbourne and maintains strong ties to the Macedonian diaspora across Victoria and NSW.
AltonaMagic firmographics
Firmographics- Name
- AltonaMagic
- Legal name
- Altona Magic Soccer Club Inc
- Website
- https://altonamagic.com.au
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Altona Magic Soccer Club is a non-profit community soccer club in Altona North, Melbourne, operating football programs from Mini Roos (U7) through a senior men's NPL2 team, serving the Hobsons Bay area with Macedonian heritage and 55 years of history.
- Ownership category
- akta.pro rank
AltonaMagic industry classification
Industry- Product category
- Community Sports Club / Football Club
- NAICS
- Sports Teams and Clubs (711211), Spectator Sports (71121)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Local Amateur Clubs & Community Sports Organizations (MPAKACAE)
- akta.pro secondary industries
- Amateur Event & Tournament Organizers (Meets, Invitationals, Opens) (MPAKACAL), Youth & Amateur Sports Tournaments (MPAGAMAF)
Keywords
Where AltonaMagic is headquartered
LocationHeadquarters
- HQ city
- Altona North
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
AltonaMagic business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Membership and Registration Fees: The club generates revenue through member registration fees, which are structured by age group and competition tier. U7-U12 Mini Roos compete in local community leagues at lower fees, while U13+ NPL teams incur higher costs due to increased professionalism and commitment requirements.
- Merchandise Sales: The club sells apparel including padded jackets, hoodies, tracksuits, polo shirts, and bags through their online store, with items available via prosportsgroup.com.au using code AMSC#9080.
- Sponsorship: Corporate sponsors provide financial support in exchange for visibility and association with the club. The club maintains numerous sponsors across various industries including automotive, construction, food, and professional services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Mini Roos U7-U12 |
| Subscription | Annual | NPL Junior U13-U18 |
| Freemium | Annual | Girls Football |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
AltonaMagic product offering
Product offeringCore offering
Altona Magic Soccer Club is a non-profit community football club providing organised soccer participation and player development pathways for the Hobsons Bay area in Melbourne's inner west. Programs run from entry-level Mini Roos (boys and girls aged 5-11) through community teams (U12-U16), Junior NPL Boys (U14-U18), Women's football, and a Senior Men's team competing in the top tier of Victorian football (NPL Victoria). Revenue is generated through per-player registration fees, sales of branded apparel (padded jackets, polo shirts, tracksuits, hoodies, bags), and corporate sponsorship.
Product overview
Altona Magic Soccer Club offers a multi-tiered football program structured around age and skill levels. The core offerings include the Mini Roos Program (U6-U13) for beginners focusing on fun and inclusion, Community Teams (U12-U16) as a bridge to competitive play, Junior NPL Boys (U14-U18) competing at Victoria's top junior level, Women's Football at senior level, Senior Men's team in the top tier of Victorian football, and a Girls Football Program across multiple age groups. The club also operates an online merchandise store selling branded Umbro apparel. All programs feed into the club's mission of player development from grassroots junior levels through to senior professional football.
Differentiator
Problem solved
Functional benefit
Products and services
- Mini Roos Program A community soccer program for boys and girls aged 5-11 (Under 6 Beginners through Under 13) running weekly local games supported by coaches who oversee weekly training. Designed around fun and inclusion, with lower fees and a local community-league structure.
- Community Teams Teams competing in Victorian Community leagues for ages 12-16 (U12s through U16s). These teams compete against other community clubs and serve as a pre-cursor / bridge to junior NPL teams.
- Junior NPL Boys U14-U18 Top tier of junior soccer in Victoria for boys aged 14-18. Altona Magic is the only club within the Hobsons Bay area competing at this level, with a strong pathway into senior soccer and 4-days-per-week training.
- Girls Football Program Girls football program offering Mini Roos (U7 to U11) and Community teams (12 years and above). In 2023, all girls who registered at the club played free to grow participation.
- Women's Football Women's football teams competing at senior level within the club's league structure.
- Senior Men's Team The senior men's team competing in the top tier of Victorian football (NPL Victoria). The 2024 squad represents the red and black army at Paisley Park.
- Altona Magic Apparel Online store selling Altona Magic branded apparel including padded jackets, polo shirts, tracksuits, hoodies, bags and backpacks. Items are available for purchase via prosportsgroup.com.au using the code AMSC#9080.
Quantifiable outcome
- Five Victorian Premier League championships (1995, 1996, 1997, 2008, 2009)
- +1 more outcomes
Companies that use AltonaMagic
Customer profileSegments1 record
Ideal customer profiles3 records
AltonaMagic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AltonaMagic partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Hobsons Bay Cup Founding ClubscoreAltona Magic proposed and created the Hobsons Bay Cup in 2014, an inter-municipality tournament involving 8 clubs. The initial event was held at Altona Magic in 2015, with other clubs hosting in subsequent years.
- WinslowminorWinslow is listed as a sponsor/partner of Altona Magic. The partnership provides financial support to the club in exchange for promotional visibility.
- WCJ ConsultingminorWCJ Consulting is listed as a sponsor/partner of Altona Magic, providing business consulting services or financial sponsorship.
- CKI GroupminorCKI Group is listed as a sponsor/partner of Altona Magic.
- Melbourne City LexusminorMelbourne City Lexus is listed as a sponsor/partner of Altona Magic.
- Northgate Transport & LogisticsminorNorthgate Transport & Logistics is listed as a sponsor/partner of Altona Magic.
- Hobsons Bay City CouncilcoreThe club works closely with Hobsons Bay City Council for facility development and community programs. The club submitted a facility development plan to the council for approval to upgrade Paisley Park for the next 40 years.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
AltonaMagic competitors and assessment
Company assessmentDirect peers
- Melbourne Knights FC: Melbourne Knights is a prominent Victorian community soccer club with Croatian heritage roots operating in Melbourne's inner west. It shares Altona Magic's community-led, multicultural-identity-driven model and competes in similar league structures.
- Dandenong City SC: Dandenong City is a Victorian NPL-level community soccer club with a junior-to-senior pathway and multicultural base. It competes with Altona Magic for players, sponsors, and league positioning within Victorian football.
- Port Melbourne Sharks SC: Port Melbourne competes in NPL Victoria and operates from a similar inner-Melbourne catchment with junior-to-senior pathways and community-led registration. It is a direct in-market competitor to Altona Magic in Melbourne's western football corridor.
- Avondale FC: Avondale FC is an NPL Victoria competitor with a strong community and multicultural heritage, operating a similar Mini Roos through senior men's pathway. It is one of Altona Magic's direct competitors in the Victorian football pyramid.
- Oakleigh Cannons FC: Oakleigh Cannons is a long-standing NPL Victoria club with Greek heritage roots, competing in the same league tier as Altona Magic. It mirrors Altona's multicultural community-club identity and operates junior pathways, senior teams, and community engagement programs.
- Hume City FC: Hume City is another Victorian NPL soccer club with a strong multicultural community base and junior-to-senior pathway program. It directly competes with Altona Magic in the NPL Victoria structure and shares a similar community-club operating model with reliance on local registration fees and sponsorship.
- Green Gully SC: Green Gully is a Victorian community soccer club with a multi-tier junior-to-senior pathway competing at NPL-level tiers. It operates with a similar sponsorship-and-registration-driven revenue model and is a direct in-state competitor to Altona Magic.
- St Albans Saints SC: St Albans Saints is a western Melbourne community soccer club with similar multicultural roots and operates in comparable leagues. It is a near-geographic peer to Altona Magic in Melbourne's western corridor with overlapping player catchment.
- Heidelberg United FC: Heidelberg United is a historic NPL Victoria club with Macedonian heritage roots and operates a similar community club model. It competes in the same league tier as Altona Magic and shares the multicultural identity-driven brand positioning.
- Moreland Zebras: Moreland Zebras is a community soccer club with Macedonian heritage ties operating in Melbourne's inner north. It mirrors Altona Magic's ethnic-community-led operating model, Mini Roos to senior pathways, and Victorian NPL-level competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights6 records
Customer concentration
AltonaMagic social profiles
Digital presenceAltonaMagic financial estimates
Financial estimateRevenue estimate
Valuation estimate
AltonaMagic leadership team
Management profileNumber of profiles
Profiles21 records
AltonaMagic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AltonaMagic 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 AltonaMagic
What does AltonaMagic do?
Altona Magic Soccer Club is a non-profit community football club providing organised soccer participation and player development pathways for the Hobsons Bay area in Melbourne's inner west. Programs run from entry-level Mini Roos (boys and girls aged 5-11) through community teams (U12-U16), Junior NPL Boys (U14-U18), Women's football, and a Senior Men's team competing in the top tier of Victorian football (NPL Victoria). Revenue is generated through per-player registration fees, sales of branded apparel (padded jackets, polo shirts, tracksuits, hoodies, bags), and corporate sponsorship.
Is AltonaMagic a public or private company?
AltonaMagic is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was AltonaMagic founded?
AltonaMagic was founded in 1968. It employs 1 to 10 people.
Where is AltonaMagic based?
AltonaMagic is headquartered in Altona North, Australia, in the Oceania region.
How does AltonaMagic make money?
Three revenue lines are on record. Membership and Registration Fees are the primary driver. The others are merchandise Sales and sponsorship.
Who are AltonaMagic's main competitors?
Direct peers on record are Melbourne Knights FC, Dandenong City SC, Port Melbourne Sharks SC, Avondale FC, Oakleigh Cannons FC, Hume City FC, Green Gully SC, St Albans Saints SC, Heidelberg United FC and Moreland Zebras.
Does AltonaMagic have an API?
No public API is recorded for AltonaMagic.
What industry is AltonaMagic in?
AltonaMagic's product category is Community Sports Club / Football Club. Its primary akta.pro industry code is MPAKACAE, Local Amateur Clubs & Community Sports Organizations, with a secondary code of MPAKACAL, Amateur Event & Tournament Organizers (Meets, Invitationals, Opens). Its NAICS code is 711211 and its SIC code is 7997.