This is Football
This is Football Australia is a privately held B2B teamwear supplier serving Australian football clubs, schools, and associations—from grassroots to national teams—through its ShopDirect e-commerce platform, distributing Nike, Adidas, Puma, and Mitre products and providing custom kit design.
- Company typePrivate
- Founded2003
- HeadquartersCheltenham, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What This is Football does
This is Football Australia Pty Ltd is an Australian B2B teamwear and football-equipment supplier founded in 2003 and headquartered in a single Cheltenham, Victoria warehouse. The company designs, personalises, and distributes custom kits, branded apparel, footballs, and training equipment for football clubs, schools, and associations ranging from grassroots to elite levels, including serving as official embellisher to the Matildas and Socceroos national teams and licensed distributor of Nike, Adidas, Puma, and Mitre products. Its core commercial asset is ShopDirect, a Wix-based e-commerce portal launched in 2025 that consolidates custom teamwear orders, in-stock branded merchandise, and equipment into a single self-serve platform, supplemented by dedicated Club Hub storefronts for 20+ partnered clubs and a small physical collection point. Revenue is generated through one-time unit sales (jerseys from $45, hoodies $50–$85, jackets up to $175) and gift cards ($25–$200), with free Australia Post delivery on orders over $250 and a stated customer base of 'hundreds' of teams plus testimonial accounts spanning AFL (Sydney Swans) and cricket (Cricket Australia). The Indigenous 'Club-Community-Country' programme, supported by VACCA and Mungabareena Aboriginal Corporation, layers a social-mission positioning on top of the merchandise business. The company has no disclosed proprietary technology, no AI/ML capabilities, no external funding, and operates with approximately 10 employees.
This is Football firmographics
Firmographics- Name
- This is Football
- Legal name
- This is Football Australia Pty Ltd
- Website
- https://thisisfootball.com.au
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- This is Football Australia is a privately held B2B teamwear supplier serving Australian football clubs, schools, and associations—from grassroots to national teams—through its ShopDirect e-commerce platform, distributing Nike, Adidas, Puma, and Mitre products and providing custom kit design.
- Ownership category
- akta.pro rank
This is Football industry classification
Industry- Product category
- Sports Teamwear & Apparel Distribution
- NAICS
- Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Soccer/Football Footwear & Apparel Retail (CRAMACAC)
- akta.pro secondary industries
- Team Sports Equipment & Uniforms Retail (CRAMABAE), Customized & Personalized Fan Gear Retail (CRAMAOAJ), Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG)
Keywords
Where This is Football is headquartered
LocationHeadquarters
- HQ city
- Cheltenham
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
This is Football business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Custom Teamwear Sales: Design and personalization of custom kits for football clubs from grassroots to elite levels, including jerseys, training apparel, and accessories with club branding.
- Branded Apparel and Equipment Sales: Sale of in-stock Nike, Adidas, Puma, and Mitre products including kits, footballs, goals, and training equipment. Products range from jerseys ($45) to hoodies ($50-$85), shorts ($20-$65), bags ($35-$50), and outerwear ($55-$175).
- Gift Cards: Prepaid gift cards sold in denominations of $25, $50, $100, $150, and $200 for use on all products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for branded merchandise |
| Other | Pay-as-you-go | Gift card pre-paid values |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
This is Football product offering
Product offeringCore offering
This is Football designs, customises and supplies teamwear, branded apparel, footballs and training equipment for Australian football clubs, schools, associations and national teams. The core offering combines custom kit embellishment (e.g., club branding on Nike, Adidas, Puma garments) with in-stock branded merchandise and equipment, ordered through the ShopDirect online portal. As official embellisher to the Matildas and Socceroos, the company serves customers from grassroots community clubs through to elite national teams, with over 40 years of combined industry experience.
Product overview
This is Football Australia is a B2B teamwear supplier operating primarily through its ShopDirect online ordering platform. The core offering spans custom teamwear design and personalisation, in-stock branded apparel (Nike, Adidas, Puma), footballs (Nike, Adidas, Mitre, Puma), and training equipment (Alpha Gear). Individual clubs are served through dedicated Club Hub storefronts, each with custom branding and product catalogues. Additional offerings include Gift Cards and the Indigenous Project social programme. The company is an officially licensed distributor of major sportswear brands and serves clubs from grassroots to national-level teams including the Matildas and Socceroos.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Teamwear Design and personalisation service for custom kits, training apparel, and accessories with club branding (crests, colours, sponsors, numbers and names), produced on Nike, Adidas, Puma and other base garments and delivered to Australian football clubs from grassroots through elite levels.
- In-stock Branded Apparel & Kits
Companies that use This is Football
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles4 records
This is Football technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
This is Football partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- NikecoreOfficial licensed distributor of Nike products including kits, apparel, footballs, and accessories. Nike products featured prominently in ShopDirect storefront.
- AdidascoreOfficial licensed distributor of Adidas products. Adidas kits and merchandise available through ShopDirect platform.
- PumacoreOfficial licensed distributor of Puma products including kits, apparel, and footballs.
- MitrecoreOfficial licensed distributor of Mitre footballs and sporting equipment.
- Matildas (Australian Women's National Football Team)flagshipOfficial embellisher to the Matildas national team. Provides custom teamwear and kits for Australia's women's national football team.
- Socceroos (Australian Men's National Football Team)flagshipOfficial embellisher to the Socceroos national team. Provides custom teamwear and kits for Australia's men's national football team.
- VACCA (Victorian Aboriginal Child Care Agency)coreSupporting Indigenous charity partner. The Indigenous program supports Aboriginal children, young people, families, and community members. This is Football has a donations page to VACCA through their Indigenous program.
- Mungabareena Aboriginal CorporationcoreSupporting Indigenous charity partner providing culturally appropriate services to Aboriginal and Torres Strait Islander people. Partnership supports the Club-Community-Country Indigenous initiative.
- VGF CreativeminorCreative partner for the Indigenous Club-Community-Country project, helping clubs create memorable kit designs that reflect their heritage and values.
- UOW FCcoreOfficial Club Shop and apparel supplier partnership. This is Football provides dedicated club hub storefront and custom Nike merchandise for the University of Wollongong Football Club.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
This is Football competitors and assessment
Company assessmentBroad incumbents
- Decathlon Australia: Global sporting goods retailer with Australian stores selling apparel, footballs, goals, and training equipment across sports. Comparable on the in-stock branded product side, though Decathlon is much broader and does not focus on custom teamwear.
- Adidas Team Sports: Adidas's direct B2B teamwear and customization channel for clubs and associations. Comparable as a key brand partner and a direct competitor to club-level orders, with potential to disintermediate third-party distributors.
- Rebel Sport: Australia's largest specialty sporting goods retailer selling football apparel, footwear, footballs, and equipment to consumers. Comparable as an alternative purchasing channel for the same end customers, particularly for in-stock branded merchandise.
- Nike Team Sports: Nike's direct B2B teamwear channel and customization offering for clubs and schools. Comparable as both a current supplier and a structural threat if Nike pushes more volume through its own direct team platform in Australia.
Direct peers
- Podium 4 Sport: Australian teamwear and equipment supplier for football and other sports, serving clubs and schools with custom and branded apparel. Highly comparable in customer base, product mix (custom kits + global brands), and distribution model.
- Hummel Australia: Australian arm of Hummel, a global teamwear brand with custom kit design and club distribution in football and other codes. Comparable as a branded teamwear distributor competing for the same Australian club customers.
- ISC (International Sports Clothing): Australian-founded teamwear specialist with licensed distribution of major sports brands and custom kit design. Directly comparable on custom teamwear design, multi-brand distribution, and club-channel go-to-market.
- Elite Sports Australia: Australian teamwear and equipment supplier focused on custom kits, branded apparel, and gear for football and netball clubs. Comparable in scale, B2B club-channel model, and product mix.
Regional players
- Sports Uniform Australia: Australian custom teamwear and school uniform supplier focused on multi-sport custom kits. Comparable in custom kit design and B2B club/school model, with similar scale and operational footprint.
Emerging players
- Joma Australia: Australian distributor for Joma, the Spanish sportswear brand expanding its football teamwear presence in Australia. Comparable as a newer brand-based teamwear competitor targeting the same grassroots and elite club market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
This is Football social profiles
Digital presenceThis is Football financial estimates
Financial estimateRevenue estimate
Valuation estimate
This is Football leadership team
Management profileNumber of profiles
This is Football funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
This is Football M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about This is Football
What does This is Football do?
This is Football designs, customises and supplies teamwear, branded apparel, footballs and training equipment for Australian football clubs, schools, associations and national teams. The core offering combines custom kit embellishment (e.g., club branding on Nike, Adidas, Puma garments) with in-stock branded merchandise and equipment, ordered through the ShopDirect online portal. As official embellisher to the Matildas and Socceroos, the company serves customers from grassroots community clubs through to elite national teams, with over 40 years of combined industry experience.
Is This is Football a public or private company?
This is Football is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was This is Football founded?
This is Football was founded in 2003. It employs 1 to 10 people.
Where is This is Football based?
This is Football is headquartered in Cheltenham, Australia, in the Oceania region.
How does This is Football make money?
Three revenue lines are on record. Custom Teamwear Sales are the primary driver. The others are branded Apparel and Equipment Sales and gift Cards.
Who are This is Football's main competitors?
Broad incumbents on record are Decathlon Australia, Adidas Team Sports, Rebel Sport and Nike Team Sports. Direct peers are Podium 4 Sport, Hummel Australia, ISC (International Sports Clothing) and Elite Sports Australia. Sports Uniform Australia is listed as a regional player. Joma Australia is listed as an emerging player.
Does This is Football have an API?
No public API is recorded for This is Football.
What industry is This is Football in?
This is Football's product category is Sports Teamwear & Apparel Distribution. Its primary akta.pro industry code is CRAMACAC, Soccer/Football Footwear & Apparel Retail, with a secondary code of CRAMABAE, Team Sports Equipment & Uniforms Retail. Its NAICS code is 45911 and its SIC code is 5600.