Sturt Lions FC

What Sturt Lions FC does

Sturt Lions Football Club is a community-based soccer (football) club operating across the Adelaide hills region of South Australia from three venues — Karinya Reserve in Eden Hills, Manson Oval in Bellevue Heights, and Hewett Sports Ground in Blackwood. The club self-describes as the largest football club in South Australia and delivers a vertically integrated player pathway covering MiniRoos (U6–U11 grassroots), Junior Programs (U12–U17), Senior Teams (18+), Social Soccer for adults, and a comprehensive Women's and Girls football vertical that includes the Women's National Premier League (WNPL) team.

The club generates revenue through three core streams: seasonal membership and registration fees across age-group programs, merchandise sales (club apparel and Adidas co-branded senior gear) through an integrated online shop, and a portfolio of approximately 20 local Adelaide business sponsors. Pricing is small-ticket and subscription or unit-based, with examples including the $30 Summer Program fee, merchandise ranging from $15 beanies to $85.20 players' jackets, and published 2026 member fees. Distribution is self-serve via the club website (built on the RevolutioniseSport platform) for both registration and pre-order merchandise, with physical program delivery at the three club venues.

The club is privately operated as an independent community sporting organization with no parent company or institutional investors disclosed, governed by an executive/committee structure under President John Vander Veeken. The Women's and Girls program grew from 9 players in 2019 to 150 in 2023, and the Women's State League team won the league in 2023 and was promoted to the WNPL for 2024. Coaching is led by Senior Coach Frank Tibaldi, former Socceroo Stephen Maxwell (Assistant Coach, also head of ProMax Coaching) and Women's State League coach Nic Whiteside, who collectively bring international academy methodology exposure and decades of women's football experience.

Name

Sturt Lions FC

Legal name

Sturt Lions Football Club

Website

https://sturtlions.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sturt Lions Football Club is a community soccer club in Adelaide, South Australia, operating MiniRoos, Junior, Senior, Social Soccer, and a Women's National Premier League program across three local venues, funded by memberships, merchandise sales, and local sponsorships.

Ownership category

akta.pro rank

Product category

Community Soccer Club Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE), Soccer Equipment Retail (CRAMAEAC)

Keywords

• Community soccer club
• Grassroots football programs
• Youth player development
• Women's football pathway
• Amateur sports club

Headquarters

HQ city

Eden Hills

HQ country

Australia

HQ region

Oceania

Offices3 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: The club generates revenue through seasonal membership and registration fees for players participating in MiniRoos, Junior, Senior, and Women's/Girls programs. Fees vary by age group and program type.
2. Merchandise Sales: The club operates an online shop selling club merchandise including beanies ($15), caps, track pants, training shirts, shorts, hoodies ($75.20), and players jackets ($85.20). Goods are pre-ordered and collected at the club.
3. Sponsorship: Local businesses sponsor the club, providing financial and in-kind support in exchange for brand visibility on the club's website, uniforms, and facilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Sturt Lions FC is a community-based amateur soccer/football club operating in Adelaide, South Australia. The club delivers age-tiered soccer programs — from grassroots MiniRoos (ages 6-11) through Junior Programs (12-17), Girls Only Training, Senior Teams (18+), Social Soccer, and a Women's National Premier League team — supported by club-branded merchandise and sponsorship partnerships. Programs are delivered at three venues across Adelaide with online registration and trial-based onboarding.

Product overview

Sturt Lions FC is a community soccer club offering a unified program portfolio centered on player development across all ages and skill levels. The core offerings include MiniRoos (grassroots, ages 6-11), Junior Programs (ages 12-17), Girls Only Training, Senior Teams (18+), Social Soccer, and a Women's National Premier League team. The club's product ecosystem is supported by Club Merchandise and Senior Playing & Training Apparel sold through its integrated online shop, enabling members to purchase official club apparel and equipment. The programs are designed as a pathway system, from entry-level MiniRoos through to competitive senior and WNPL teams.

Differentiator

Problem solved

Functional benefit

Products and services

• MiniRoos Program Grassroots soccer program for children aged 6 to 11 (U6-U11), designed to develop basic skills and a love for soccer in a fun and engaging setting.
• Junior Programs Structured soccer program for boys and girls aged 12 to 17 (U12-U17), offering structured training and competitive matches to help young players enhance skills and gain game experience.
• Girls Only Training Program aimed at encouraging more girls to get involved in soccer, providing a supportive environment for girls to learn, train, and grow their skills.
• Senior Teams Competitive soccer teams for players 18 and older, offering opportunities to participate in high-level matches and improve technical and tactical abilities. Includes National Premier League and Reserves.
• Women's National Premier League (WNPL) Team Top-tier women's senior soccer team competing in the Women's National Premier League, providing a pathway from junior and youth programs to senior football.
• Social Soccer Adult soccer sessions open to all skill levels, designed for those looking to stay active, have fun, and connect with like-minded soccer enthusiasts.
• Club Merchandise Club-branded apparel and accessories including beanies, caps, socks, training shirts, shorts, track pants, hoodies, and players jackets available through the club's online pre-order shop.

Quantifiable outcome

• Women's and Girls program grew from 9 players (2019) to 150 players (2023)
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

24 partnerships are on record, tiered minor and core.

• Alcomm InstallationsminorGTM or Marketing PartnerLocal sponsor appearing on the club's sponsor page. Alcomm Installations supports the club in exchange for brand visibility.
• Fusco ConstructionsminorGTM or Marketing PartnerLocal sponsor supporting the club through construction industry expertise or sponsorship.
• PeerminorGTM or Marketing PartnerSponsor displayed on the club's sponsor page.
• Total Tools LonsdaleminorGTM or Marketing PartnerTool retailer sponsor supporting the football club.
• Adelaide PlanningminorGTM or Marketing PartnerPlanning services company sponsoring the club.
• CRA Building ServicesminorGTM or Marketing PartnerBuilding services company supporting the club through sponsorship.
• CamcominorGTM or Marketing PartnerSponsor appearing on the club's sponsor page.
• SubwayminorGTM or Marketing PartnerInternational fast food franchise local franchisee sponsoring the club.
• Moo YoghurtminorGTM or Marketing PartnerDairy company providing yogurt sponsorship.
• Statewide ElectricalminorGTM or Marketing PartnerElectrical services company sponsoring the club.
• Refined Real EstateminorGTM or Marketing PartnerReal estate agency supporting the club.
• MGE RoofingminorGTM or Marketing PartnerRoofing contractor sponsoring the club.
• CosywrapminorGTM or Marketing PartnerProduct brand sponsor supporting the club.
• Bernie Lewis Home LoansminorGTM or Marketing PartnerMortgage broker/home loans company sponsoring the club.
• PhysioXtraminorGTM or Marketing PartnerPhysiotherapy services sponsor providing sports medicine support visibility.
• Tyrepower BlackwoodminorGTM or Marketing PartnerTyre retailer local franchise sponsoring the club.
• Aceit CouriersminorGTM or Marketing PartnerCourier services company supporting the club.
• Adelaide Window and DoorsminorGTM or Marketing PartnerWindow and door company sponsoring the club.
• Intersport BlackwoodminorGTM or Marketing PartnerSporting goods retailer local store supporting the club.
• Fancy BurgersminorGTM or Marketing PartnerLocal food business sponsoring the club.
• Pride in SportcoreStrategic or Co-development PartnerNational program supporting inclusive sporting environments for LGBTQ+ people. Sturt Lions displays Pride in Sport support, indicating commitment to inclusive practices.
• Play By The RulescoreStrategic or Co-development PartnerAustralian initiative providing resources on safe and inclusive sport. Club displays support for child safety and inclusion guidelines.
• Good SportscoreStrategic or Co-development PartnerAustralian health organization helping sporting clubs create healthy environments. Club displays Good Sports support indicating commitment to responsible practices.
• ProMax CoachingcoreStrategic or Co-development PartnerAcademy coaching program run by former Socceroo Stephen Maxwell. Provides Girls Summer Training and Women's Academy programs. ProMax coaches have worked with Academy coaches from Real Madrid, Tottenham, Chelsea, and Fulham.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Modbury Jets SC: Adelaide-north community football club offering MiniRoos, junior, senior, and women's programs. Comparable as a regional South Australian amateur/community soccer club with a similar grassroots-development focus.
• MetroStars SC: Adelaide-based football club operating across junior, senior, and women's programs in the South Australian leagues. Comparable community-football-club model competing for the same regional player and sponsor pool.
• Adelaide Comets FC: Adelaide metropolitan football club with MiniRoos, junior, senior, and women's teams competing in the South Australian leagues. Closely comparable in scale, structure, and community-sport business model to Sturt Lions FC.
• Adelaide City FC: Adelaide-based community football club competing in the same South Australian football pyramid (including women's pathways). Directly comparable as a fellow metropolitan Adelaide amateur/community club offering MiniRoos through senior teams and a women's program.
• Para Hills Knights SC: Adelaide-area community football club with grassroots through senior and women's teams. Comparable in scale, multi-venue suburban footprint, and grassroots-to-elite pathway structure.
• West Adelaide SC: Adelaide-based football club with a long-standing WNPL women's program (referenced in coach Nic Whiteside's history). Directly comparable as a South Australian community club operating the same MiniRoos-to-WNPL pathway structure.
• Campbelltown City SC: Adelaide-east community football club competing across South Australian football divisions including women's programs. Comparable as a metropolitan Adelaide grassroots-through-senior club competing for the same regional talent pool.
• Adelaide Olympic FC: Adelaide-based community football club with a long history of grassroots and senior participation. Comparable in multi-tier youth and women's programming within the South Australian amateur football ecosystem.
• Cumberland United FC: Adelaide-southern-suburbs community football club with grassroots and senior programs. Comparable given proximity and overlapping catchment with Sturt Lions in Adelaide's southern corridor.

Broad incumbents

• Football South Australia (FFSA): The state governing body that administers the South Australian National Premier Leagues and Women's NPL in which Sturt Lions competes. Comparable as the broader institutional incumbent that sets competition structure and is the umbrella under which Sturt Lions operates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SturtLions
• Facebookfacebook.com/184408174904382
• Instagraminstagram.com/sturtlions
• LinkedInlinkedin.com/company/sturt-lions-fc

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 Sturt Lions FC