What Tauranga City AFC does

Tauranga City AFC (TCAFC), trading as "the Blues," is an incorporated society and community football club founded in 1964 and headquartered at 130 Links Avenue, Mount Maunganui, in the Bay of Plenty region of New Zealand. The club operates a full age-spanning football pathway — from Mini Blues (ages 4-7) through Junior (U8-U13), Youth (U14-U15), Senior Men and Senior Women (WaiBOP Bay Leagues, NRFL Premiership women's pathway), to the Men's National League First Team, the only WaiBOP representative in the National League Northern Regional Phase after winning the 2023 NRFL Championship. Its core offerings are winter football leagues, the FC Tauranga Moana Academy (a joint venture with Pāpāmoa FC and Otūmoetai FC), the FCTM Skills Hub, the NZF Fantails programme for girls, a Holiday Programme, hosted tournaments (Ron Boyle Invitational, Women's Social, Sunday Social League), and a Club Store. The club also opened Bay of Plenty's first carbon-neutral, FIFA-grade artificial turf (sugar-cane-fibre construction) in 2025 and is the first club in the WaiBOP Region to hold NZF Talent Development Programme accreditation.

Revenue is generated primarily through three streams: recurring membership and registration fees ranging from $125 (Mini Blues) to $900 (National League), with approximately 50% passed through to WaiBOP Football and New Zealand Football as governing-body levies; sponsorship revenue led by premier sponsor Eves Real Estate alongside Adidas Football, Foundation Clinic, and Friendly Manager; and merchandise sales of Adidas-branded teamwear through an online FootballHQ store, plus tournament and Skills Hub fees. Go-to-market is community-led and grassroots-driven — registrations open annually in January, the Friendly Manager Club App functions as the primary member communications channel, and outreach relies on volunteer networks, school partnerships (e.g., Mount Maunganui College), word-of-mouth, and Facebook. The club's professional pathways are anchored by an Auckland FC Youth Development Club Partnership (MOU 7 November 2023), which has produced professional signings such as Van Fitzharris (Auckland FC Reserves) and Jonty Bidois, plus historical All Whites graduates including Ryan Thomas.

The firm is volunteer-heavy with 11 paid staff, governed by a seven-person Executive Committee led by Chairperson Brendon McHugh (reappointed at the 2025 AGM) and Treasurer Ash Brownrigg, with technical leadership from Head Coach and FCTM Technical Director Barry Gardiner. Tauranga City AFC operates without a parent company or external investors; its core risks are the anticipated 2027 260% Tauranga City Council facility-charge increase, a 15% governing-body fee rise, and reliance on volunteer-driven capacity to sustain its programme breadth.

Name

Tauranga City AFC

Legal name

Tauranga City AFC Inc.

Website

https://tcafc.co.nz

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Tauranga City AFC is a community football club in Mount Maunganui, New Zealand, operating a full age-spanning pathway (ages 4 to senior) including National League men's and women's teams and the FC Tauranga Moana Academy, funded through membership fees, sponsorships, and merchandise.

Ownership category

akta.pro rank

Product category

Amateur Football Club Services

NAICS

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

SIC

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

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF), Youth & Amateur Sports Tournaments (MPAGAMAF), Club Sports Programs (EDALAIAB)

Keywords

• Amateur football club
• Youth football development
• Community sports club
• Football academy programmes
• Football training services

Headquarters

HQ city

Mount Maunganui

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership and Registration Fees: Annual membership fees collected from players across all age groups and competition levels, ranging from $125 for Mini Blues to $900 for National League. These fees contribute to operational costs including clubrooms, field maintenance, and paid staff, with approximately 50% passed through to governing bodies (WaiBOP Football and NZ Football).
2. Club Store and Merchandise: Online club store selling Adidas-branded teamwear, playing kits, and merchandise. Products include sky blue shirts, black shorts, black socks, boots, shin-pads, and team hoodies. Partnered with FootballHQ as the online store platform and Adidas as exclusive teamwear supplier.
3. Sponsorship: Sponsorship revenue from Premier Sponsors (e.g., Eves Real Estate), standard sponsors (Adidas Football, Foundation Clinic, Friendly Manager), and funding partners. The club offers various sponsorship tiers and packages including National League sponsorship opportunities with global brand exposure via FIFA+ broadcasts.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Tauranga City AFC is a community amateur football club that delivers year-round football participation, coaching, and competitive leagues across all age groups and ability levels. Core offerings include Mini Blues (U4–U7), Junior (U8–U13), Youth (U14–U15), Senior Men and Senior Women community football, National League and NRFL Premiership elite teams, the FC Tauranga Moana Academy, FCTM Skills Hub, NZF Fantails girls' programme, Holiday Programmes, and hosted tournaments. Memberships, sponsorships, and an Adidas-branded online club store fund the club.

Product overview

Tauranga City AFC operates a comprehensive football club with programmes across all ages and abilities. The club's core offerings include Winter Football leagues (Mini Blues U4-7, Junior U8-13, Youth U14-15, Senior Men and Women, and National League teams), supplemented by player development initiatives including the FCTM Skills Hub, FC Tauranga Moana Academy, and NZF Fantails programme. Additional services include Holiday Programmes, Tournaments, and a Club Store. The club utilizes the Friendly Manager Club App as its primary member communication platform. All programmes feed into development pathways culminating in National League representation.

Differentiator

Problem solved

Functional benefit

Brands

• Mini Blues: Entry-level football programme for children aged 4-7, based on NZ Football's First Kicks framework
• FC Tauranga Moana Academy

Products and services

• Mini Blues Introductory football programme for children aged 4–7 built on NZ Football's First Kicks framework; small-sided games on Saturday mornings with a play-based approach emphasising ball touches and fundamental movement skills, with playing shirts provided by the club.
• Junior 8-9 Football Youth football programme for U8–U9 players introducing the goalkeeper role and larger team sizes; 5v5 format played in local mini-leagues with a focus on skill development rather than competition.
• Junior 10-11 Football Junior football programme for U10–U11 players featuring a 7v7 format on larger pitches; introduces tactical elements including the offside rule via the retreating line.
• Junior 12-13 Football Transition programme bridging to youth football using a 9v9 format on larger pitches; teams compete at Macville Park with a focus on tactical awareness development.
• Youth 14-15 Football Regional league football for U14–U15 players transitioning to larger competitive formats with official disciplinary measures and league standings.
• Senior Women Football Women's senior football programme competing in W-League and Bay 1, part of the Te Ara Wāhine pathway for Tauranga wāhine football supported by WaiBOP.
• Senior Men Football Men's senior football programme with teams in WaiBOP Bay Leagues (Bay 1, 2, 3, and Over 35s), plus Sunday Social Relics for social play.
• National League Programme Elite football programme featuring the Men's First Team in the NZ National League Northern Regional Phase, U23 Reserves in the NRFL U23 league, and Women's First and Reserve sides in the NRFL Premiership. All National League games are broadcast globally on FIFA+.
• FCTM Skills Hub Year-round player development programme for ages 4–13 based at Links Avenue artificial turf; sessions led by qualified coaches complementing team practices, with age-appropriate curriculum from fundamentals through to technique and decision-making.
• FC Tauranga Moana Academy Premier football development academy operated jointly with Pāpāmoa FC (and Otūmoetai FC for the women's game); Academy teams compete in WaiBOP and NRFL Youth Leagues with NZF Talent Development Programme accreditation and an Auckland FC Youth Development Partnership.
• NZF Fantails Football development programme specifically designed for girls aged 5–12, providing a safe environment to make friends and develop skills regardless of experience level.
• Holiday Programme Football holiday programme for ages 4–13 held at Links Avenue artificial turf; an action-packed week of coaching with qualified coaches focused on confidence building, skill development, and making new friends.
• Tournaments Club-hosted tournaments including the Ron Boyle Invitational (Men's Social, Labour Weekend), Women's Social Tournament, and Sunday Social League held at Links Ave Reserve.
• Club Store Online retail store for team merchandise and Adidas-branded gear including playing kits, training equipment, and accessories, hosted via FootballHQ.
• Friendly Manager Club App Mobile application serving as TCAFC's primary communication tool with members, featuring team connections, club updates, cancellations, fixture notifications, group chat, and club portal access.

Quantifiable outcome

• National League Men's First Team is the only WaiBOP representative in the National League Northern Regional Phase
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

13 partnerships are on record, tiered core, minor, flagship and standard.

• Auckland FCcoreStrategic or Co-development Partner · 7 November 2023On 7 November 2023, Tauranga City AFC (via FC Tauranga Moana) signed an MOU to join the Auckland FC Youth Development Club Partnership. The partnership grants TCAFC/FCTM players access to professional resources and coaching from Auckland FC, including Development Centre identification games, training camps, and A-League squad training opportunities. Players can sign with Auckland FC while remaining in Tauranga, creating a clear pathway to professional football. Examples include Van Fitzharris signing with Auckland FC Reserves and Jonty Bidois signing a professional contract with Auckland FC.
• FC Tauranga Moana (FCTM) AcademycoreStrategic or Co-development PartnerFC Tauranga Moana is a joint Academy and developmental initiative between Tauranga City AFC and Pāpāmoa FC (Otūmoetai FC joined in recent years for women's programme expansion). It is the largest Academy programme in the Bay of Plenty, operating NZF Talent Development Programme (TDP)-aligned development pathways. FCTM conducts ID Phases for Academy teams (late Feb/early March), runs Skills Hub sessions at Links Ave, and manages Academy teams competing in WaiBOP and NRFL Youth Leagues. Barry Gardiner serves as TCAFC Head Coach and FCTM Technical Director.
• Pāpāmoa FCcoreStrategic or Co-development PartnerJoint partner in FC Tauranga Moana Academy alongside Tauranga City AFC. Pools talent and resources with TCAFC to provide high-level technical environment for aspirational Bay of Plenty players.
• Otūmoetai FCminorStrategic or Co-development PartnerJoined the FC Tauranga Moana partnership in recent years specifically to expand opportunities in the women's game, complementing the existing men's academy structure.
• Eves Real EstateflagshipGTM or Marketing PartnerPremier Sponsor of Tauranga City AFC. Leading real estate company with 14 offices across Waikato, Bay of Plenty, and Northland. Specialising in residential and lifestyle sales and property management. Provides financial sponsorship that helps keep club programmes accessible and high-quality, and in return receives prominent club branding, social media exposure, and community alignment.
• Adidas FootballflagshipGTM or Marketing PartnerExclusive Adidas teamwear distributors in the Oceania football region. Provides official club kits (sky blue shirts, black shorts, black socks) and branded merchandise sold through the club store. Tauranga City AFC is an Adidas club, which provides brand credibility and quality assurance for playing kit.
• Foundation ClinicstandardGTM or Marketing PartnerSponsor providing high-quality diagnostic and treatment physiotherapy services to TCAFC athletes and active members. Supports player recovery and sports performance enhancement. Contact: 07 579 5601 / [email protected].
• Friendly ManagerstandardTechnology or IntegrationClub management software partner providing TCAFC's website, registration platform (Friendly Manager), and the TCAFC Club App. Friendly Manager is described as 'great simple effective & affordable software for clubs.' The FM Club App is TCAFC's primary communication channel. Contact: 0508 37 4363 / [email protected].
• FootballHQstandardChannel Partner/ Reseller/ DistributorOnline retail partner for Tauranga City AFC merchandise. TCAFC's official club store is hosted at tcafc.footballhq.co.nz. FootballHQ facilitates order fulfilment for Adidas-branded teamwear and equipment. Contact: 09 265 0066 / [email protected].
• WaiBOP FootballcoreOthersRegional football governing body for the Waikato and Bay of Plenty. Operates the Western Bay of Plenty leagues where TCAFC's junior, youth, and senior community teams compete. Also facilitates the Northern League (regional phase of National League) and youth league structures. Receives approximately 50% of TCAFC membership fees as governing body levies.
• New Zealand Football (NZF)coreOthersNational football governing body. Provides Talent Development Programme (TDP) accreditation framework (TCAFC was first in WaiBOP to achieve this). Operates National League competition structures and international youth pathways. Receives approximately 50% of TCAFC membership fees as national federation levies.
• Tauranga City CouncilstandardGTM or Marketing PartnerLocal government authority that owns and manages Links Avenue Reserve and other club grounds. Approved and facilitated the FIFA-grade artificial turf project (opened 2025). Sets facility and field charging fees (260% increase anticipated 2027). Club must book organised sessions through Council.
• Variety Children's Charity / Make It HappenminorGTM or Marketing PartnerExternal funding organisations that TCAFC refers members to for financial assistance. TCAFC provides necessary quotes and invoices for funding applications to support children from financially disadvantaged families to participate in football.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Auckland City FC: New Zealand's most decorated football club, competing in the National League Northern Regional Phase alongside TCAFC. Both operate community-to-elite pyramid models, compete for the same regional talent, and share the National League broadcast platform on FIFA+. Most direct in-league comparable.
• Eastern Suburbs AFC: National League Northern Regional Phase competitor based in Auckland. Directly comparable as a community-anchored football club with junior-to-senior pathway, and one of the National League opponents TCAFC faces in 2026.
• Wellington Olympic AFC: Top-tier National League and Capital Football club, comparable in community-to-elite pyramid structure and Wellington regional catchment. Both clubs run grassroots through National League senior teams, levy similar fees to governing bodies, and share National League / FIFA+ exposure.
• Otūmoetai FC: Bay of Plenty community football club that recently joined the FC Tauranga Moana partnership (women's game expansion). Comparable local community football club, competing for the same Bay of Plenty player base and operating within the same WaiBOP league structure.
• Western Springs AFC: Auckland-based National League club with a community-through-to-elite structure. 2026 National League opponent of TCAFC and a comparable Northern Regional Phase rival, sharing the same league platform and grassroots-to-elite operating model.
• Pāpāmoa FC: Bay of Plenty community football club and joint partner in the FC Tauranga Moana Academy with TCAFC. Directly comparable regional grassroots-through-youth operation, and a local peer competing for the same junior football participation pool.
• Melville United AFC: National League and Waikato-based football club, sharing the same WaiBOP / Northern Regional Phase competitive structure. Comparable pyramid model, federation levy exposure, and 2026 National League opponent of TCAFC.
• Bay Olympic FC: National League Northern Regional Phase competitor and 2026 TCAFC opponent. Comparable regional Auckland community club with a multi-age pyramid and National League participation, providing in-league benchmarking for TCAFC.

Broad incumbents

• Auckland FC: New Zealand's A-League professional football club and TCAFC's strategic partner via the 2023 Youth Development MOU. Auckland FC sits at the top of the NZ football pyramid that TCAFC feeds into; comparable as the parent professional entity in TCAFC's player pathway.

Regional players

• Hamilton Wanderers FC: Waikato-based National League club with a community-to-elite structure. Comparable to TCAFC as a regional (non-Auckland) National League competitor with similar pyramid economics and federation leakage, though based in a different geographic catchment within the wider WaiBOP / Northern Region.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tcafc
• LinkedInlinkedin.com/company/tauranga-city-afc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

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 Tauranga City AFC