Auckland United FC

What Auckland United FC does

Auckland United Football Club Incorporated (AUFC) is a non-profit incorporated society operating a community football club from Keith Hay Park in Mount Roskill, Auckland, New Zealand. Formed in 2022 as successor to Three Kings United Football Club, the club fields teams across all age groups: junior (5-12), youth (13-19), senior men's, senior women's, and an Academy programme. The women's pathway has produced the club's headline competitive successes, including back-to-back OFC Women's Champions League titles (2023, 2024) and consecutive Women's National League Championship wins. Multiple academy graduates have progressed to A-League professional contracts at Wellington Phoenix, Canberra United, and Auckland FC, and the club maintains an official Youth Development Club MOU with Auckland FC.

The club's core assets are physical and human rather than technological: a FIFA-standard floodlit pitch at Keith Hay Park used as the Football Ferns' official training base during the FIFA Women's World Cup 2023, a 23-person operational team, and a volunteer-driven coaching and committee structure. Product offerings span player registrations, the MILO Fantails girls' programme ($40/player for 8 weeks), a Holiday Programme ($50/day with multi-day discount), Skills Centres, Goalkeeper Skills Centre, Summer Football, venue hire, club merchandise, and NZF-licensed coaching courses.

Revenue is generated through five streams: player registration fees (subscription/recurring), corporate sponsorships (Signbiz, adidas, McDonald's, Fable Hotels and Resorts, ALH, Flicks, Abisolutions — also subscription/recurring), venue hire for events (transactional), merchandise sales (transactional), and programmes/coaching courses (one-time). The club reported a net loss of NZ$44,252 for the 2022 financial year against ~39% YoY revenue growth, indicating early-stage scaling that is not yet profitable. Customer segments are horizontally split into junior players (5-12), youth players (13-19), men's senior, women's senior, and coaches, with sponsorship income serving as the club's principal commercial counterweight to membership fees.

Name

Auckland United FC

Legal name

Auckland United Football Club Incorporated

Website

https://aucklandunitedfc.org.nz

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Auckland United FC is a non-profit community football club in Mount Roskill, Auckland, operating player pathways from juniors (ages 5-12) through senior men's and women's Premier teams, with an Academy producing talent that progresses to A-League professional contracts.

Ownership category

akta.pro rank

Product category

Sports Club Services

NAICS

Sports Teams and Clubs (711211), Sports and Recreation Instruction (61162), 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

Youth & Amateur Sports Tournaments (MPAGAMAF), Training & Practice Facilities (Team Performance Centers) (MPAKAEAI)

Keywords

• Grassroots football
• Youth football development
• Women's football club
• Football academy programs
• Community football club

Headquarters

HQ city

Mount Roskill, Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Player Registrations: Fees from player registrations across all age groups including junior, youth, senior, and social football programs
2. Club Sponsorships: Corporate sponsorship from major sponsors including Signbiz, Abisolutions, Flicks, adidas, Fable Hotels and Resorts, ALH, and McDonald's
3. Venue Hire: Rental of Keith Hay Park facilities and clubrooms for events and matches
4. Merchandise: Club shop sales including AUFC merchandise and apparel
5. Programs and Courses: Revenue from holiday programmes, skills centres, and coaching courses

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Auckland United FC operates as an incorporated society football club delivering a complete grassroots-to-elite football pathway based at Keith Hay Park in Mount Roskill, Auckland. It runs structured player registrations across junior (5-12), youth (13-19), senior men's and women's teams competing in Northern League, NRFL and National League competitions, plus an Academy, holiday programmes, skills centres, and venue hire services.

Product overview

Auckland United FC is a football club offering a comprehensive football ecosystem from grassroots junior participation through to elite senior competition. The club operates a multi-tiered structure including player registration programs across all age groups (junior, youth, senior men and women), elite Premier Men and Women teams competing in Northern League and NRFL competitions, and a Youth Academy for player development. Additional offerings include specialized skills programs (Fantails for girls, Skills Centres, Goalkeeper Centre), holiday programmes, and venue hire services. The club distributes content via FIFA+ streaming and its own YouTube channel.

Differentiator

Problem solved

Functional benefit

Brands

• Keith Hay Park: Home venue and facility of Auckland United FC located at 53 Arundel Street, Mount Roskill, Auckland.

Products and services

• Player Registration Programs Structured football registration programs across all age groups from 5 years old through to senior level, including junior (5-12), youth (13-19), men's, women's, NRFL U23 & Reserves, and NRFL & Elite divisions.
• Premier Men's Team The club's senior men's team competing in the Northern League, with aspirations for National League Championship qualification.
• Premier Women's Team The club's senior women's team competing in the Lotto NRFL Women's Premiership, with back-to-back league titles and National League Championship winners.
• AUFC Academy Youth development program including Academy Trials and Development pathways for aspiring players, with representation at OFC international youth championships.
• MILO Fantails Programme Introductory football program for girls aged 4-12 years, designed to give football a try in a fun and safe environment with female role models.
• Skills Centre Skill development programs for different age groups: U5 to U13, and U13 to U15, focusing on fundamental movements and football skills development.
• Goalkeeper Skills Centre Specialized goalkeeper training program for developing goalkeeping techniques and skills.
• Holiday Programme School holiday football programs offering games, challenges and tournaments for footballers at all levels, costing $50 per day with multi-day discounts available.
• Summer Football Off-season football program allowing players to continue playing during summer months.
• Venue Hire Rental of Keith Hay Park facilities including pitches and clubrooms for external events and activities.
• Club Events & Tournaments Organized club events including the 9th-14th Grade Tournament and various community football events throughout the year.
• NZ Football Coaching Courses NZ Football Junior and Youth Level 1 Coaching Courses hosted at Keith Hay Park, providing coach certification and professional development.

Quantifiable outcome

• 200 player growth in 2022
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Auckland FCcoreStrategic or Co-development Partner · 10 November 2024Auckland FC partnered with Auckland United FC as an official Youth Development Club through a Memorandum of Understanding (MOU). This partnership establishes AUFC as part of Auckland FC's Talent Development Pathway clubs within NRF and WAIBOP regions, enabling greater collaboration in youth football development.
• Northern Region Football (NRF)coreStrategic or Co-development Partner · 28 July 2023AUFC partnered with NRF to launch the Gender Equity Charter, focusing on leadership, participation, visibility, resources, and facilities to create positive change for players, volunteers, and staff providing opportunities and pathways for all to participate in football.
• New Zealand Football (Football Ferns)flagshipStrategic or Co-development Partner · 1 July 2023The New Zealand Football Ferns used Keith Hay Park as their home training base during the FIFA Women's World Cup 2023, hosted a warm-up match at the venue, and the facility was prepared to FIFA international standards.
• SignbizminorOthersSignbiz is a major club sponsor providing signage, design, and print services to Auckland United FC.
• AdidasminorOthersAdidas provides technical apparel and equipment sponsorship to Auckland United FC.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CF Waterside Karori: CF Waterside Karori is a Wellington-based football club whose women's team lost to AUFC in the 2024 Women's National League Grand Final. It is a direct competitive peer in New Zealand women's amateur football and contests the same national cup and league pathways.
• Eastern Suburbs AFC: Eastern Suburbs is a long-established Auckland amateur football club competing in the Lotto NRFL and Northern League competitions. It directly competes with AUFC for players, sponsorships, and league titles in the same regional market.
• Western Springs AFC: Western Springs is an Auckland amateur football club that faced AUFC in the 2024 Kate Sheppard Cup final. It competes in the same Lotto NRFL Women's Premiership and shares the same junior/youth development model and regional player pool.
• Auckland City FC: Auckland City FC is New Zealand's most decorated amateur football club, also based in Auckland and competing in the Northern League and National League Championship. It is AUFC's primary local rival and the benchmark for commercial scale among NZ amateur clubs, having won multiple OFC Champions League titles.

Regional players

• Wellington Olympic AFC: Wellington Olympic is one of New Zealand's strongest amateur football clubs, competing in the Central League and national cup competitions. It is a regional peer with comparable size, multi-tier structure, and community-based operating model, though based in Wellington rather than Auckland.
• Christchurch United: Christchurch United is one of New Zealand's oldest and most established amateur football clubs based in the South Island. It is a regional peer with a comparable multi-tier, community-led operating model and serves as a comparable benchmark for amateur club scale outside Auckland.
• Hamilton Wanderers FC: Hamilton Wanderers is a Waikato-based amateur football club competing in the Northern League. It is a regional peer with a similar community club structure and player-development pathway, serving a different catchment from AUFC.
• Canterbury United Pride: Canterbury United (including the Pride women's team) is a South Island-based club competing in New Zealand's National League and women's pathways. It is a regional peer that contests the same national competitions as AUFC's Premier Men's and Women's teams.

Broad incumbents

• Wellington Phoenix: Wellington Phoenix is New Zealand's established A-League club and a major destination for AUFC-developed talent (Knott, van der Meer). It is a broad incumbent in the broader NZ football ecosystem that competes with Auckland FC for AUFC's top academy graduates.
• Auckland FC: Auckland FC is New Zealand's newest A-League professional club and AUFC's official Youth Development Club partner via the November 2024 MOU. It is a broad incumbent/strategic partner that sits above AUFC in the player development pyramid and shares talent, resources, and brand equity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCfUvsSNSki7NMForialgxng
• LinkedInlinkedin.com/company/auckland-united-fc

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Auckland United FC