Ainslie Football Club

What Ainslie Football Club does

Ainslie Football Club is a community Australian Rules Football club founded in 1927 and based at Alan Ray Oval in the Canberra suburb of Ainslie, ACT, Australia. The club is incorporated as Ainslie Football Club Incorporated, a not-for-profit organization governed by an elected Board of Directors under ACT law, with a small paid staff of 14 supplemented by a large volunteer base of coaches, team managers, and parents. Operations are member-owned through life members and general members voting at Annual General Meetings.

The club operates a comprehensive age-spanning football program. Junior offerings begin with Kinderkick (ages 3-4), described as the first program of its kind in Canberra, followed by Auskick (ages 5-6), Superkick (ages 7-8), non-competitive Junior football (U9-U11), competitive Junior football (U12-U17), and Senior programs including Men's First Grade, Second Grade, Community divisions, and Women's First Grade and Rising Stars teams. In 2025, the club serviced eight senior teams from a single ground and ran 80 matches and 230 training sessions, supported by recently completed resurfacing of Alan Ray Oval with a $200k AFL contribution.

Revenue is generated through player registration fees (tiered from AUD $130 to AUD $280 per player), corporate sponsorship from principal sponsors (The Butcher Shop, The Bakehouse Mitchell) and major sponsors (Ainslie Group and others), merchandise sales through partner Belgravia Apparel, and canteen operations at Reid Oval. Distribution and marketing rely on the club's own website, Facebook, Instagram, X (Twitter), monthly email newsletters via Mailchimp, the PlayHQ registration platform, and community events including come-and-try sessions and GWS player visits. The club does not have a mobile app, proprietary technology platform, or disclosed external capital.

Name

Ainslie Football Club

Legal name

Ainslie Football Club Incorporated

Website

https://ainsliefootball.com.au

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

Ainslie Football Club is a community Australian Rules Football club founded in 1927 in Canberra, ACT, offering age-spanning programs from Kinderkick (ages 3-4) through senior men's and women's teams, supported by registrations, sponsorships, merchandise, and a large volunteer base.

Ownership category

akta.pro rank

Product category

Community Sports Club

NAICS

Sports Teams and Clubs (711211), Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industry

Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE)

Keywords

• Community football club
• Amateur football programs
• Junior AFL participation
• Senior football club
• Grassroots sporting club

Headquarters

HQ city

Ainslie

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Registration Fees: Player registration fees for juniors and seniors, with tiered pricing based on age group and competition level (non-competitive vs competitive).
2. Merchandise Sales: Partnership with Belgravia Apparel for online merchandise sales including hoodies, polo shirts, track pants, beanies, and training gear.
3. Canteen Operations: Club canteen at Reid Oval operating on rotational duty roster during football season, serving players and supporters.
4. Sponsorship: Corporate sponsors including principal sponsors (The Butcher Shop, The Bakehouse Mitchell) and major sponsors displayed on website and Guernseys.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Ainslie Football Club is a community Australian Rules Football (AFL) club based at Alan Ray Oval in Ainslie, Canberra, ACT, founded in 1927. The club provides junior and senior participation programs in AFL for local community members, supported by registration fees, sponsorships, canteen operations, and merchandise sales. It functions as a not-for-profit incorporated sporting association offering organised amateur football participation.

Product overview

Ainslie Football Club offers a comprehensive football ecosystem spanning from entry-level Kinderkick (ages 3-4) through Auskick and Superkick programs to competitive Junior football (ages 9-17) and Senior football (Men's and Women's programs). The club operates as a unified program with multiple competitive divisions including First Grade, Second Grade, Community divisions, and Rising Stars. The club also provides merchandise through partner Belgravia Apparel, School Holiday Programs, and utilizes third-party registration platforms (PlayHQ) and event management (Humanitix).

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• $4.40 social value returned per dollar invested in community football club (per AFL research)

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• The Butcher ShopcoreGTM or Marketing Partner · 7 December 2024Principal sponsor with locations in Kaleen, Jamison, and Woden. Owner Ian Turner played football for Ainslie in the late 60s. All Ainslie Football Club members receive 10% discount.
• The Bakehouse MitchellcoreGTM or Marketing Partner · 7 December 2024Family business principal sponsor of Ainslie Football Club, operated by Caley Chisholm, daughter of Ian Turner of The Butcher Shop.
• Belgravia ApparelcoreChannel Partner/ Reseller/ DistributorOfficial merchandise partner for all senior and junior player and supporter merchandise. Manages online store delivering items straight to customers.
• Ainslie GroupcoreGTM or Marketing PartnerBoard of the Ainslie Group contributed to Alan Ray Oval resurfacing project. Major sponsor displayed on club website and Guernseys.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Queanbeyan Football Club: Neighbouring AFL Canberra club operating a comparable junior-to-senior community model, with overlapping player catchment areas in the ACT/NSW border region.
• Eastlake Football Club (Canberra Demons): AFL Canberra club that runs a parallel men's and women's community program with junior pathways, directly competing with Ainslie for players, coaches and sponsors in the ACT market.
• Belconnen Magpies Football Club: AFL Canberra club competing in the same competitions across junior and senior grades, with comparable community-based registration, sponsorship and canteen revenue models.
• Weston Creek Districts Wildcats: AFL Canberra community club with a comparable age-group pathway and operating model, serving the southern Canberra catchment as Ainslie serves the north.
• Tuggeranong Football Club: AFL Canberra peer running junior and senior programs of similar scale, competing with Ainslie for registrations, volunteers and corporate sponsorship.

Emerging players

• Marist College Football Club: Smaller community football club operating in the ACT region with overlapping junior pathways; competes with Ainslie for talent at the entry-level ages.

Broad incumbents

• AFL (Australian Football League): National governing body and operator of the elite AFL competition; sets Auskick and participation frameworks that underpin Ainslie's junior programs and provides capex funding.
• GWS GIANTS Community Football: AFL-aligned NSW/ACT expansion club whose community programs and player-visit events directly intersect with Ainslie's participation and engagement initiatives.
• AFL Canberra: Governing body for Australian Rules Football in the ACT, sets competition structure and channels AFL funding (including Ainslie's $200k resurfacing grant) to member clubs.

Regional players

• North Shore Bombers: Sydney-based AFL community club with similar junior pathway and volunteer-run operating model, providing a useful geographic comparable for non-ACT market dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ainslie_fc
• Facebookfacebook.com/ainsliefootball
• Instagraminstagram.com/ainslie_tricolours
• LinkedInlinkedin.com/company/ainslie-football

Revenue estimate

Valuation estimate

Number of profiles

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 Ainslie Football Club