What Ellerslie AFC does

Ellerslie AFC (legal name: Ellerslie Association Football Club Inc.) is an amateur community football (soccer) club based at Michaels Ave Reserve, Ellerslie, Auckland, New Zealand. The club traces its origins to 1887 and was reformed in 1953; it is constituted as an incorporated society under New Zealand law, governed by a volunteer Executive Committee with member-elected leadership including President Fred de Jong and Chairman Tim Adams. It is the 5th largest club in the Northern Region Football (NRF) controlled region, operating approximately 115 teams from midget to senior levels across both men's and women's programs, with 1,700+ members and roughly 17 paid staff supplemented by an extensive volunteer base.

The club operates a multi-tier football participation model. Junior (U7-U12) and youth (U13-U17) pathways feed into senior teams competing in NRFL competitions including the Men's Championship and Women's Premier League. Programmatic revenue lines include annual membership/registration fees, a Talent Development Programme at $575/season for U13-U17 players, JDP and holiday programmes, and coaching and referee courses. Tournament hosting is a distinct revenue stream, including the U11 Festival of Football at Mt Smart Stadium and a U15 National Tournament at North Harbour Stadium. Ancillary revenue includes turf field rentals to community groups at $75 admin fee per booking and club gear sales via the Lotto Sport webshop. Operations are supported by Friendly Manager club management software and the NZF COMET competition management system.

Ellerslie's strategic positioning rests on facility quality (FIFA-upgraded artificial turf and grass field at Michaels Ave Reserve plus the new Michaels Ave Community Centre clubrooms), TDP accreditation from NZ Football that enables elite youth competition access, and a documented talent pathway producing players for Wellington Phoenix, Auckland FC, and Northern League teams. The club was selected as Argentina's training base for the 2023 FIFA Women's World Cup. Sponsorship is diversified across regional corporates (Westferry, Barfoot & Thompson, Lion Foundation, Grassroots Trust, TAB, Five NZ, Air Rescue Services, Four Winds Foundation) and Lotto Sport New Zealand as kit supplier, with Auckland Council providing field allocations and NRF/NZF providing the regulatory and competition framework.

Name

Ellerslie AFC

Legal name

Ellerslie Association Football Club Inc.

Website

https://ellersliefootball.org.nz

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Amateur Community Football Club

NAICS

Sports Teams and Clubs (711211), Fitness and Recreational Sports Centers (71394), Spectator Sports (71121), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Amateur football club
• Youth player development
• Community sports membership
• Soccer coaching programs
• Youth football tournaments

Headquarters

HQ city

Ellerslie, Auckland

HQ country

New Zealand

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. Season Membership/Registration Fees: Annual membership and registration fees for players across all age groups and levels
2. Tournament Entry Fees: Entry fees for national tournaments including U11 and U15 age groups
3. Field/Turf Bookings: Admin fees for community groups booking turf fields during off-season
4. Club Gear Sales: Online webshop for club merchandise and uniforms
5. Talent Development Fees: One-off talent fees for players in Red/Black youth and senior teams covering coaching, development programs, and training apparel

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Ellerslie AFC is a community amateur football club providing organized football participation across all age groups and skill levels, from junior (U7-U12) to youth (U13-U17) to senior men's and women's teams competing in Northern Region Football (NRFL) leagues. The club delivers paid coaching programmes, holiday and skills programmes, coaching and referee courses, hosts elite youth national tournaments (U11 Festival of Football and U15 Nationals), and rents its FIFA-quality artificial turf fields to community groups during off-season.

Product overview

Ellerslie AFC is a community football club offering a comprehensive football participation experience. The club operates a multi-tier structure including competitive NRFL teams (Men's and Women's First Teams and Reserves), youth development programmes (JDP and TDP), and junior football across all age groups. Supporting services include coaching and referee courses, holiday programmes, skills development programmes, field rentals, and youth tournaments (U11 Festival of Football and U15 National Tournament). The club utilizes Friendly Manager for membership management and operates a club gear webshop.

Differentiator

Problem solved

Functional benefit

Products and services

• Ellerslie AFC Football Club Membership

Quantifiable outcome

• 71% satisfaction rate (5% above NZ Football average)
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Auckland StadiumscoreStrategic or Co-development Partner · 4 December 2019Partnership to deliver the U11 National Football Tournament at Mt Smart Stadium. Auckland Stadiums provides the world-class venue while Ellerslie AFC organizes and manages the tournament. This partnership enables hosting of gold-standard youth football tournaments.
• Auckland CouncilminorOthersCouncil provides field allocations and controls field closures and maintenance of community sports fields used by the club at Michaels Ave Reserve and satellite fields.
• Northern Region Football (NRF)coreStrategic or Co-development PartnerRegional federation governing football in Auckland and Northland areas. Ellerslie AFC competes in NRF leagues and operates under NRF competition rules and structures.
• New Zealand Football (NZF)coreStrategic or Co-development PartnerNational governing body for football. Provides competition management through COMET system, regulates the game, and oversees TDP accreditation that Ellerslie has achieved.
• Lotto Sport New ZealandminorGTM or Marketing PartnerClub gear supplier and sponsor providing merchandise and apparel for the club through their product catalog.
• YMCAminorOthersCo-location partner in the Michaels Ave Community Centre building. Ellerslie AFC clubrooms are situated on the first floor of the YMCA Complex.
• Western Springs AFCminorOthersKelly Bolus previously held similar roles at Western Springs before returning to Ellerslie. Clubs share talent and experience in the Auckland football community.
• Various Sponsors (Westferry, Barfoot & Thompson, Lion Foundation, Four Winds Foundation, TAB, Grassroots Trust, Air Rescue Services, Five NZ)minorGTM or Marketing PartnerCorporate sponsors providing financial support and marketing exposure through logo placement on website, social media, and club materials.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Glenfield Rovers: North Shore Auckland community football club in the NRF region with comparable junior-to-senior pathway structures and similar scale of community membership.
• Birkenhead United: North Shore Auckland community football club in the NRF region competing across NRFL divisions. Similar community-driven structure and youth development focus.
• Western Springs AFC: Auckland-based community football club competing in NRFL competitions with comparable youth/senior structures and shared talent pipeline connections (Kelly Bolus previously worked at Western Springs before returning to Ellerslie). Most direct peer given geographic and divisional overlap.
• Franklin United: Auckland-region community football club competing in NRF leagues. Direct talent market competitor — Henry Fa'arodo joined Ellerslie from a Football Development Coach role at Franklin United.
• Bay Olympic: Auckland-based community football club in the NRF region fielding teams across junior, youth and senior grades. Comparable community club scale and direct competitor in the same regional league ecosystem.
• Three Kings United: Auckland-based community football club in the NRF region with overlapping junior and youth development programs. Competes for the same player talent pool and shares similar grassroots-to-NRFL pathway structures.
• Eastern Suburbs AFC: Auckland community football club competing in NRFL leagues with a comparable junior-to-senior pathway and similar community/membership-based structure. Direct competitor for player registrations in the Auckland market.

Broad incumbents

• Auckland City FC: New Zealand's most decorated club, competing at the top of the NZ football pyramid (National League) and in OFC Champions League. Overlaps with Ellerslie as a destination for developed talent (Ellerslie players have progressed to Auckland City pathways) but operates at a significantly higher professional level.
• Auckland FC: Newest professional A-League club based in Auckland, founded 2021. Represents a top-of-pyramid competitor and destination for elite youth players; Ellerslie alumni have progressed into Auckland FC pathways, but Auckland FC operates at a different professional and capital scale.

Regional players

• Wellington Olympic: Top Wellington-region community football club competing in the Central League rather than NRF. Comparable community/membership structure and talent development model but in a different geographic region.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/EllerslieAFC
• YouTubeyoutube.com/channel/UCBXxTfLaoUkVgjapUI-dhTA
• Facebookfacebook.com/EllerslieAFC
• Instagraminstagram.com/ellerslieafc/?hl=en
• LinkedInlinkedin.com/company/ellerslie-afc

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 Ellerslie AFC