Fitzroy Football Club

Name

Fitzroy Football Club

Legal name

Fitzroy Football Club Ltd

Website

https://fitzroyfc.com.au

Company type

Private

Founded year

1883

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Amateur Football Club Services

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industry

Team & Club Coaching (seasonal team coaching) (HSADAEAF)

Keywords

• Amateur football club
• Community sports membership
• Grassroots football programs
• Club merchandise retail
• Amateur team operations

Headquarters

HQ city

North Fitzroy

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Membership Fees: Annual membership fees ranging from $20 (pet membership) to $1000 (Kevin Murray Legend Membership). Members receive cards, discounts at sponsors, and exclusive communications.
2. Merchandise Sales: Online shop selling guernseys, scarves, hoodies, jackets, pride merchandise, and limited edition items. Includes supporter gear and accessories.
3. Sponsorship: Multiple sponsorship tiers (Platinum, Gold, Silver, Bronze, Proud Partners) plus player sponsorship opportunities. Sponsors receive brand exposure, networking events, and business directory listings.
4. Player Registration Fees: Registration fees for players: Senior Mens & Reserves $490, Senior Womens & Reserves $400, Mens and Womens Thirds $335, Under 19s $305.
5. Donations: Tax-deductible donations through Australian Sports Foundation for Operations Fund and Player Assistance Fund.
6. Events: Event ticketing including Beer Pong Tournament ($30), Rotary Footy Lunch ($45), golf days, and other club events.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Fitzroy Football Club operates as a community-owned amateur Australian rules football club competing in the VAFA, fielding seven teams (Senior Men's, Reserves, Thirds, Under 19s, Senior Women's, Reserves Women's, Thirds Women's). The club generates revenue through tiered annual memberships ($20-$1,000), player registration fees, supporter merchandise, sponsorship packages, club events, and tax-deductible donations, while providing community football participation, player wellbeing resources, and social connection opportunities for the inner-Melbourne Fitzroy/Northcote area.

Product overview

Fitzroy Football Club offers community football participation through its VAFA competition teams and supporter engagement through memberships and merchandise. The club provides nine membership tiers ranging from $20 (Pet) to $1000 (Kevin Murray Legend), offering various benefits including cards, caps, and event access. Merchandise includes supporter apparel, heritage commemorative items, and limited-edition collectables. Player support services encompass registration packages, sponsorship programs, and wellbeing resources. The club's RedRoys coterie group supports past players and player development through networking and donations.

Differentiator

Problem solved

Functional benefit

Products and services

• Club Memberships (tiered annual)

Named customers8 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

15 partnerships are on record, tiered core, secondary and minor.

• Brisbane Lions Football ClubcoreStrategic or Co-development PartnerPlatinum sponsor with historical connection to original VFL/AFL Fitzroy Lions. Provides sponsorship support and cross-promotion opportunities.
• Community Bank - Clifton Hill / North FitzroycoreGTM or Marketing PartnerPlatinum sponsor and community partner. Has contributed over $114,000 to Fitzroy FC through Community Partnership Program. Total contributions of over $4 million to 200+ community groups since 2006.
• Fitzroy ITcoreTechnology or IntegrationPlatinum sponsor providing website development, IT services, and digital solutions. Created the award-winning club website.
• Railway HotelcoreGTM or Marketing PartnerPlatinum sponsor - local pub offering hospitality near Brunswick St Oval.
• Snap Fitness 24/7 Fitzroy and BrunswickcoreGTM or Marketing PartnerPlatinum sponsor - 24/7 gym offering member discounts ($3 per fortnight savings, joining fee waived).
• Young HenryscoreGTM or Marketing PartnerPlatinum sponsor - craft brewery collaboration on merchandise including t-shirts, stubby holders, and tea towels. Found on tap at Roys Bar after games.
• Nagle AccountingsecondaryGTM or Marketing PartnerGold sponsor - accounting services.
• Clifton Hill PhysiotherapysecondaryGTM or Marketing PartnerSilver sponsor - physiotherapy services to club players.
• Bontempo PizzeriasecondaryGTM or Marketing PartnerBronze sponsor - wood-fired pizza restaurant on Brunswick Street.
• Fitzroy Victoria Bowling & Sports ClubsecondaryGTM or Marketing PartnerBronze sponsor - community bowling club next to Edinburgh Gardens hosting events and season launches.
• Urban InitiativessecondaryGTM or Marketing PartnerBronze sponsor - landscape architecture and urban design studio based in Fitzroy.
• Fitzroy PlumbingsecondaryGTM or Marketing PartnerBronze sponsor - family-run plumbing business servicing inner suburbs, run by former player Kane McKay.
• Rice Papr ScrsminorGTM or Marketing PartnerProud partner - local business offering discounts to members.
• SOHO Electrical & CommunicationsminorGTM or Marketing PartnerProud partner - electrical and communications services.
• Fitzroy Junior Football ClubsecondaryStrategic or Co-development PartnerJunior football pathway feeding into senior club. Listed as linked organization on website.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Brisbane Lions Football Club: The professional AFL entity formed from the 1996 merger of original VFL/AFL Fitzroy FC with Brisbane Bears. Direct historical successor to Fitzroy, now operating at the top tier of Australian football with overlapping heritage identity and an active Platinum sponsorship relationship with the amateur Fitzroy FC.

Direct peers

• Collegians Football Club: VAFA Premier division amateur football club. Directly comparable to Fitzroy as a community-based amateur football club operating multi-team men's and women's programs with traditional membership, merchandise, and sponsorship revenue streams in the same competition.
• Old Xaverians Football Club: Melbourne-based VAFA amateur football club competing in the Premier division. Directly comparable as a community-anchored amateur football club with multi-team structure, membership model, and sponsor-driven revenue in the same competition as Fitzroy.
• St Kevin's Old Boys Football Club: VAFA Premier division amateur football club. Comparable community amateur club with multi-team structure, past-player membership category, and sponsorship-driven revenue model operating in the same VAFA competition as Fitzroy.
• Old Scotch Football Club: VAFA amateur football club and Premier division competitor. Comparable community-anchored amateur club with multi-team structure, heritage identity, and membership/sponsorship revenue model in the same VAFA competition as Fitzroy.
• Old Brighton Football Club: VAFA amateur football club competing in the Premier division. Comparable as a long-established community amateur club with multi-team structure, traditional membership tiers, sponsor partnerships, and heritage-driven brand identity in the same VAFA competition.
• Fitzroy Junior Football Club: Junior community football club linked to Fitzroy FC as a talent and supporter development pathway. Directly comparable as a community-anchored Fitzroy-area amateur football organization, with an even earlier participant demographic and shared local identity.
• University Blues Football Club: VAFA Premier division club formed from the merger of University FC and Blues FC. Comparable to Fitzroy as a merged-entity VAFA amateur club with multi-team men's and women's programs and a similar membership and sponsorship model in the same competition.
• AJAX Football Club: VAFA amateur football club with a strong cultural-community identity (Jewish community). Comparable to Fitzroy's strong Fitzroy-neighbourhood identity as a community-anchored amateur club that leverages cultural heritage for membership, merchandise, and sponsorship support in the same competition.

Others

• VAFA (Victorian Amateur Football Association): The governing body of the amateur football competition in which Fitzroy FC competes. Comparable as the structural ecosystem enabling Fitzroy's operations - scheduling, fixtures, promotion pathways, and competition identity - rather than as a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fitzroy-football-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Fitzroy Football Club