Ajax Football Club

What Ajax Football Club does

Ajax Football Club is a community-based not-for-profit Australian Rules Football organization headquartered at Gary Smorgon Oval in Albert Park, Victoria, and structured as AJAX Amateur Football Club Inc., an incorporated association under Victorian law. Founded in 1957 (senior) and 1972 (junior), the club holds the unique position of being Australia's first and only fully Jewish Australian Rules Football club, serving Jewish children and families in the Melbourne Jewish community. It operates two parallel programs: a junior club competing in the SMJFL with boys/mixed teams from U8s to U17s and girls teams at U12, U14, and U16s, and a senior club competing in the VAFA with a Premier C men's side (the Jackas), Thirds divisions, the Jackettes women's team, and an All Stars All Abilities program in FIDA Division C.

The club monetizes through five revenue streams: player registration fees across junior and senior programs, merchandise sales (scarves, caps, hoodies, socks, shorts, training tops, singlets) priced between A$20 and A$65 per item, multi-tier sponsorship (Major, Platinum, Gold, Silver, Bronze plus category-specific Sunday Thirds and All Stars partners), club events including the annual President's Luncheon (A$59.99/person) and 1966 Premiership Team Reunion, and per-game Thirds registration fees (A$25/game). Distribution is via the Wix-hosted club website, PlayHQ registration platform, an e-commerce merchandise shop, match-day sales, and direct community contact, supported by an active social media presence across Facebook, Twitter, Instagram, LinkedIn, and YouTube.

The organization is governed by a volunteer committee elected annually at the AGM, currently led by a Junior President (Daniel Onas) and a Senior President (Adam Micmacher from 2026, succeeding Alida Lipton), with a General Manager (Andrew Shenker) and functional role-holders spanning Football Director, Treasurer, Secretary, Safety Officer, and Sponsorship. The club has no external parent or ownership, no subsidiaries, no funding rounds, no patents or trademarks, and no disclosed revenue figures, operating instead on a member-supported community model with 13 senior premierships and several thousand alumni Jewish players across its history.

Name

Ajax Football Club

Legal name

AJAX Amateur Football Club Inc.

Website

https://ajaxfootballclub.com.au

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

11–50 employees

Short description

Ajax Football Club is a Melbourne-based not-for-profit Australian Rules Football organization, founded in 1957, serving the Jewish community as Australia's only fully Jewish AFL club through junior (U8s–U17s) and senior men's, women's, and all-abilities programs.

Ownership category

akta.pro rank

Product category

Amateur Community Sports Club

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
• Junior football programs
• Senior football programs
• Amateur sports club
• Australian rules football

Headquarters

HQ city

Albert Park

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Registration Fees: Player registration fees for participation in junior and senior football programs across various age groups and competitions including SMJFL and VAFA.
2. Merchandise Sales: Sale of club merchandise including scarves, caps, hoodies, socks, shorts, training tops, and singlets through the club's online shop.
3. Sponsorship: Sponsorship revenue from multiple tiers including Major Club Partner, Platinum Partners, Gold Partners, Silver Partner, Bronze Partners, and category-specific partners for Sunday Thirds and All Stars programs.
4. Events: Revenue from events including the annual President's Luncheon and 1966 Premiership Team Reunion.
5. Thirds Registration: Per-game registration fees for Thirds competition players at $25 per game.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

AJAX Football Club is a not-for-profit community Australian Rules Football club that fields junior boys/mixed teams (U8s to U17s) and girls teams (U12, U14, U16s) in the SMJFL, plus senior men's (Premier C, Thirds, Sunday Thirds), women's (Jackettes) and All Stars All Abilities teams in the VAFA. It supplements football with club-branded merchandise sales, community events such as the President's Luncheon and Best & Fairest Awards, and player registration and membership services. The club's defining offer is enabling Jewish children and community members in Melbourne to play Australian Rules Football within an inclusive, culturally connected environment.

Product overview

AJAX Football Club is a community-focused Australian Rules Football organization operating both junior and senior programs. The junior club (AJFC) offers structured competitions for boys and girls from U8s to U18s in the SMJFL. The senior club competes in the VAFA with Senior Men (Premier C), Thirds divisions, Women's Jackettes, and an All Stars All Abilities program. The club also operates merchandise sales, player registration services, a match centre with live scores and statistics, and hosts events including the President's Luncheon and Best & Fairest Awards. The club is notable as Australia's first and only fully Jewish AFL club, established in 1957.

Differentiator

Problem solved

Functional benefit

Brands

• Jackas: Nickname for the AJAX Senior Men's team competing in VAFA Premier C.
• Jackettes
• AJAX

Products and services

• Junior Football Programs Structured Australian Rules Football programs for boys, mixed and girls teams aged U8s to U18s competing in the South Metro Junior Football League (SMJFL), including training, fixtures, match competition, milestones tracking, goalkicker statistics and player history. Targeted at Jewish children and families in Melbourne.
• Senior Football Programs Senior Australian Rules Football programs competing in the Victorian Amateur Football Association (VAFA), including Premier C Men's, Reserves, Thirds and Sunday Thirds divisions for adult amateur players progressing from the club's junior pathway.
• All Stars All Abilities Program

Quantifiable outcome

• Several thousand Jewish Children have had the opportunity to play Australian football through the club

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered major, platinum, gold, silver, bronze and core.

• Gary PeermajorGTM or Marketing PartnerMajor Club Partner of AJAX Football Club. Gary Peer is a prominent real estate agency in Melbourne.
• Teska CarsonmajorGTM or Marketing PartnerMajor Club Partner of AJAX Football Club. Teska Carson is a real estate agency serving Melbourne's bayside suburbs.
• KrongoldplatinumGTM or Marketing PartnerPlatinum Partner of AJAX Football Club. Krongold appears to be a financial or business services firm.
• LowensteinsplatinumGTM or Marketing PartnerPlatinum Partner of AJAX Football Club. Lowensteins is a professional services firm.
• Community Bank Caulfield ParkgoldGTM or Marketing PartnerGold Partner of AJAX Football Club. Community Bank Caulfield Park is part of the Bendigo Bank community banking network.
• The Pratt FoundationgoldGTM or Marketing PartnerGold Partner of AJAX Football Club. The Pratt Foundation is a prominent philanthropic organization in Victoria supporting Jewish community causes.
• Scott WintonsilverGTM or Marketing PartnerSilver Partner of AJAX Football Club.
• Away DigitalbronzeGTM or Marketing PartnerBronze Partner of AJAX Football Club - digital services provider.
• BerkowitzbronzeGTM or Marketing PartnerBronze Partner of AJAX Football Club.
• Centuria BassbronzeGTM or Marketing PartnerBronze Partner of AJAX Football Club - likely a financial services firm.
• Davids TimberbronzeGTM or Marketing PartnerBronze Partner of AJAX Football Club - timber supplies company.
• Fella HamiltonbronzeGTM or Marketing PartnerBronze Partner of AJAX Football Club.
• MaevenlandbronzeGTM or Marketing PartnerBronze Partner of AJAX Football Club.
• MaevenpropertybronzeGTM or Marketing PartnerBronze Partner of AJAX Football Club.
• MonarkbronzeGTM or Marketing PartnerBronze Partner of AJAX Football Club.
• GloHealthbronzeGTM or Marketing PartnerBronze Partner of AJAX Football Club - health services.
• Abe WolfcoreGTM or Marketing PartnerSunday Thirds Partner supporting the Sunday thirds football program.
• BizCap AIcoreGTM or Marketing PartnerSunday Thirds Partner providing AI business financing services.
• Humanity FoundationcoreGTM or Marketing PartnerAll Stars All Abilities Partner supporting inclusive football program.
• Total Health ChoicecoreGTM or Marketing PartnerAll Stars All Abilities Partner supporting inclusive football program.
• MacViccoreGTM or Marketing PartnerAll Stars All Abilities Partner supporting inclusive football program.

Scale indicators4 records

Recent moves5 records

Direct peers

• Caulfield Grammarians Football Club: VAFA senior amateur football club based in Melbourne's south-east. Operates in the same geographic catchment as AJAX and competes in VAFA community football.
• University Blacks Football Club: VAFA senior amateur football club in Melbourne. Shares the amateur community-club operating model with AJAX and competes in similar VAFA divisions.
• Old Brighton Football Club: VAFA senior amateur football club in Melbourne. Competes in the same VAFA league structure as AJAX and operates a similar community-club model with multi-tier sponsorships.
• Old Xaverians Football Club: VAFA Premier C senior amateur football club in Melbourne. Directly competes with AJAX in the same VAFA competition and serves a similar community-based membership model.
• Fitzroy Football Club: Community-based amateur football club in Melbourne with a long heritage. Comparable in operating model and community-style governance as a not-for-profit football club.
• Power House Football Club: SMJFL junior and VAFA senior amateur football club in Melbourne. Directly comparable in junior pathway structure and community-club operating model.
• Maccabi Victoria: Jewish community sports organization in Melbourne covering multiple sports. Directly comparable as the same demographic-communal sports model, and they are an actual partner of AJAX Football Club.

Broad incumbents

• Maccabi Australia: National Jewish community sports organization that operates across multiple sports and states. Comparable as a broader Jewish community sports umbrella, but not a direct AFL competitor.

Regional players

• Bayside Falcons Junior Football Club: Junior Australian Rules football club in the same Melbourne bayside region as AJAX. Comparable in junior community-club model and SMJFL competition participation.
• Mazda Football Club (SMJFL): Junior Australian Rules football club competing in the SMJFL alongside AJAX. Comparable as a community junior football club in the same competition, though serving a different demographic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/AJAXJFC
• YouTubeyoutube.com/channel/UCZ3pvy-RE_lzUpnv_-ieh8w
• Facebookfacebook.com/ajax.juniors
• LinkedInlinkedin.com/company/ajax-football-club
• Instagraminstagram.com/ajax_jfc

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Ajax Football Club