Eastern Suburbs AFC

What Eastern Suburbs AFC does

Eastern Suburbs AFC is an incorporated, not-for-profit community association football club founded in 1934 and based in Auckland's Eastern Suburbs. It serves participants from age five through senior level, including juniors, youth, premier men's and women's teams, and community, social, and veterans football. Programs are delivered through a five-tier player-development pathway and five listed facilities: Madills Farm, Ngahue Reserve, Glover Park, Point England Reserve, and Crossfield Reserve.

The club's offerings include age-based football competitions, community programs, NexGen private and small-group coaching, volunteer coach resources, a newsletter, merchandise, and an on-site café and bar. Registration is handled through ClubHub, while the online store uses Windcave for payment processing; disclosed website integrations also include Google Analytics, Mailchimp, and YouTube. No proprietary core technology or mobile application is identified, so the disclosed technology primarily supports administration, marketing, content delivery, registration, and commerce.

The supplied revenue model consists of membership and registration fees, sponsorship, and merchandise sales, with donations and ancillary service lines providing additional support. Registration and membership fees are characterized as recurring, sponsorship includes Winger as Premier Sponsor and several other named sponsors, and merchandise is sold through physical and online stores at fixed unit prices. Annual revenue, membership totals, sponsorship values, and audited financial results are not publicly disclosed.

Name

Eastern Suburbs AFC

Legal name

Eastern Suburbs Association Football Club Inc.

Website

https://easternsuburbs.org.nz

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

11–50 employees

Short description

Eastern Suburbs AFC is a New Zealand community football club serving players aged five through senior level, with tiered pathways, community programs, private coaching, and competitive teams operating across Auckland's Eastern Suburbs.

Ownership category

akta.pro rank

Product category

Amateur Football Club

NAICS

Sports Teams and Clubs (711211), 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

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

Keywords

• Amateur football club
• Community sports programs
• Youth football development
• Football coaching services
• Player pathway programmes

Headquarters

HQ country

New Zealand

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Membership and Registration Fees: Fees collected from players registering through ClubHub system for various age groups and skill levels including in-house, youth, and senior programs.
2. Merchandise Sales: Online and physical shop sales of club merchandise including playing kits, training gear, and accessories. Home Shirt $75, Alternate Shirt $35, Shorts $35, Socks $15, Tracksuit Top $100, Tracksuit Bottom $50, Rain Jacket $65.
3. Sponsorship Revenue: Sponsorship deals with various companies including Premier Sponsor Winger and other sponsors (Trillian, NZCT, Dragon, Bluesky, GN Construction) who provide financial support in exchange for brand visibility on shirts and club materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Eastern Suburbs AFC is an amateur community football club in Auckland's Eastern Suburbs that organises, coaches and fields football teams across all age groups from juniors (5+ years) through youth and seniors, including premier men's and women's sides competing in regional and national leagues. The club delivers a structured five-tier player pathway, competitive league participation, community outreach programs, private coaching (NexGen), and sells club merchandise through an online store and physical shop at Madills Farm.

Product overview

Eastern Suburbs AFC is a community football club offering a comprehensive football ecosystem with programs across all age groups and skill levels. The club operates a tiered player pathway system (In-House, Junior Lilywhites, Foundation, Pathway, and Development Players) alongside elite Premier Teams competing in national and regional leagues. Key products include NexGen private coaching sessions, an online merchandise store, and community outreach programs. The club's women's team notably won the inaugural Women's National League Championship in 2022. Additional offerings include volunteer coach resources, a café at Madills Farm, and a club newsletter.

Differentiator

Problem solved

Functional benefit

Products and services

• Junior Football (Ages 5-12) Structured football programs for junior players across grades 5th through 12th, with in-house competitions and Northern Region Football team options. Targeted at children ages 5-12.
• Youth Football (Ages 13-17) Youth football programs including 13th, 14th, and 15th-17th grade levels competing in Northern Region Football competitions. Targeted at teenagers ages 13-17.
• Senior Football Senior men's and women's football programs competing in Northern League and LOTTO NRFL, including premier teams and community/social divisions. Targeted at adults 18+.
• Premier Teams Elite men's and women's first teams competing in NZ National League and Northern League, including the women's team that won the inaugural Women's National League Championship in 2022.
• Player Pathways Programme Five-tier development pathway system: In-House (ages 5-14), Junior Lilywhites (ages 5-8), Foundation Players (ages 9-14), Pathway Players (ages 9-15), and Development Players (ages 9-17). Provides structured progression from grassroots to elite football.
• NexGen Private Coaching Personalized one-on-one and small group coaching sessions with ESAFC coaches, offering football skills training, confidence building, and strength and conditioning programs. Targeted at players seeking additional individual development.
• Community Football Programs Includes School Holiday Programmes, Suburbs In Schools, Hoka ō Tāmaki Community Programme, Adaptive Football @ ESAFC, Suburbs Summer Shield, and Referee Development Centre. Targeted at the wider Auckland Eastern Suburbs community.
• ESAFC Online Store E-commerce platform selling club merchandise including playing kits, training gear, accessories, and apparel, with click & collect and shipping options.
• Café at Madills Farm On-site café and bar facility at Madills Farm clubrooms, open during term time with availability for team events and get-togethers.
• Donations Programme Donation programme run through the Eastern Suburbs Trust (trust.easternsuburbs.org.nz) to support the club's community activities and operations.

Quantifiable outcome

• Women's team won inaugural National League Championship in 2022
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Auckland FCminorGTM or Marketing Partner · 25 October 2025Exclusive offer for Eastern Suburbs members to get 15% off tickets to Auckland FC's opening home game on 25 October 2025. Partnership providing member benefits.
• Winger (Premier Sponsor)coreGTM or Marketing PartnerWinger is the Premier Sponsor of Eastern Suburbs AFC, with their logo prominently displayed on the club's website as the primary sponsor. The sponsorship includes branding on club materials and shirts.
• GN ConstructionminorGTM or Marketing PartnerMajor club sponsor whose logo appears on the back of all shirts during the season. Described as one of the club's major sponsors supporting both on and off the pitch.
• STRONG PilatesminorGTM or Marketing PartnerSponsor providing fitness support to the squad, helping keep players strong and ready throughout the season. Partnership includes sponsor spotlight feature on social media.
• TrillianminorGTM or Marketing PartnerClub sponsor displayed in footer of website alongside other sponsors.
• NZCTminorGTM or Marketing PartnerClub sponsor displayed in footer of website alongside other sponsors.
• DragonminorGTM or Marketing PartnerClub sponsor displayed in footer of website alongside other sponsors.
• BlueskyminorGTM or Marketing PartnerClub sponsor displayed in footer of website alongside other sponsors.
• Northern Region Football (NRF)coreStrategic or Co-development PartnerThe club participates in NRF competitions across all age groups and senior divisions. NRF organizes league competitions including LOTTO NRFL for men and women's premier teams.
• New Zealand FootballcoreStrategic or Co-development PartnerNational governing body that runs the National League system. The club's premier teams compete in National League qualification through NRF.
• Oceania Football ConfederationminorStrategic or Co-development PartnerNgahue Reserve is operated by Oceania Football Confederation, shared with Ellerslie AFC for training programmes and academy games.
• Auckland City CouncilminorOthersHistorical grounds management relationship with Auckland City Council for facility maintenance at Glover Park and Madills Farm.

Scale indicators1 record

Recent moves4 records

Expansion highlights6 records

Broad incumbents

• Auckland City FC: New Zealand's most successful professional/semi-professional football club based in the same Auckland region. Competes with ESAFC for premier-tier talent and sponsorship, but operates at a far higher competitive and commercial level.
• Auckland FC: Newly established professional A-League franchise in Auckland (2024-25 inaugural season). Not a direct amateur peer but directly competes for elite talent pipeline, sponsor wallets, and fan mindshare in the same Auckland market; has begun cross-promotional partnership with ESAFC.

Direct peers

• Takapuna AFC: Auckland amateur football club operating across multiple grades in NRF competitions. Closely comparable community club structure serving a defined geographic catchment.
• Western Springs AFC: Auckland-based amateur football club competing against Eastern Suburbs in the same NRF/Northern League competitions, including the 2022 Women's National League final. Directly comparable in scope, age-grade structure, and community-anchored model.
• Bay Olympic FC: Auckland amateur football club with men's premier side that won back-to-back LOTTO NRFL titles in 2011-12. Shane Knowles (now ESAFC Head of Football) previously served as Director of Football here, evidencing direct executive overlap and similar community club operating model.
• Lynn-Avon United AFC: Auckland amateur football club whose men's premier side won the 2009 LOTTO NRFL Men's Premier title under Shane Knowles. Directly comparable community club structure and competitive footprint.
• Ellerslie AFC: Auckland amateur football club that shares the Ngahue Reserve facility with Eastern Suburbs AFC. Operates a comparable community club model with age-grade teams competing in NRF.
• Three Kings United AFC: Auckland-based amateur football club with full junior-to-senior pathway and competing in NRF leagues. Comparable scope, member base, and community engagement model.

Regional players

• Hamilton Wanderers: Waikato-based community and semi-professional football club competing in NRF-related competitions. Comparable amateur-to-semi-pro pathway structure but serves a different geographic catchment from ESAFC's Auckland Eastern Suburbs base.
• Wellington Phoenix (Women): Professional women's football presence in New Zealand providing elite playing pathways for NZ female talent. Compares to ESAFC women's programme as a competitive destination for players progressing from community-level football, but operates at a national/professional tier rather than amateur.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/intent/user?screen_name=ESAFC
• YouTubeyoutube.com/@ESAFCTV
• Facebookfacebook.com/pages/Eastern-Suburbs-AFC/181878215167396
• LinkedInlinkedin.com/company/eastern-suburbs-afc
• Instagraminstagram.com/esafc?ref=badge

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Eastern Suburbs AFC