West Brunswick Amateur Football Club

What West Brunswick Amateur Football Club does

West Brunswick Amateur Football Club Inc. is a community amateur Australian rules football club based at Ransford and McAlister Ovals in Royal Park, Parkville, Victoria, with continuous membership in the Victorian Amateur Football Association (VAFA) since 1959 and earlier affiliation from 1932-36. The club fields six senior teams — Men's Seniors, Reserves and Thirds, and Women's Seniors, Reserves and Thirds — across multiple VAFA divisions, offering all skill levels with no try-outs required. It is structured as an incorporated association under Victorian law and operates a 'one club, one culture' model that is volunteer-run, with a playing group that also staffs coaching, committee, matchday and event roles.

The club's product and service portfolio centres on seasonal memberships giving access to training, competition, and club facilities (including lit ovals and a clubroom pavilion built in 1965-66). This core offering is supplemented by an online merchandise shop spanning playing kit, Pride, First Nations, and event-specific items; a player sponsorship programme; the WBAFC Family Fund babysitting initiative launched in 2025; and community-facing programmes such as Road Safety Round (with the Transport Accident Commission), the annual Shane Devers Cricket Day (benefiting the Epilepsy Foundation), and a Wellbeing Team delivering mental health support in partnership with Tackle Your Feelings and the VAFA Player Assistance Program. The club is a signatory to the AFL Women & Girls Community Football Charter and runs on a Squarespace-built website with Instagram and Facebook as primary digital channels.

Revenue is generated through four streams: annual player subscriptions (which the club states cover approximately 50% of the cost of putting a player on the park), a corporate sponsorship portfolio of approximately eleven named partners for Season 2026 (including Brolec, Welcome to Brunswick, Deep Heat, Ki Mortgages, Certx Lifting, Green Wave Accountants, Universal Practice, Banks Brewing, Charles Street Butcher, Green Acre Pizza Bar and Steve's Sporting Touch), merchandise sales, and donations/fundraising including the Toyota Good for Footy raffle ($5 tickets, 100% of proceeds to the club). The club offers student/low-income subscription rates, early-bird specials and payment plans to keep financial barriers low. No revenue, headcount, or financial figures are publicly disclosed; governance rests with an elected volunteer committee (President Lydia Holt, Vice President Abe Jones, Co-Football Operations Managers Sian Heenan and Thomas Clayton, Treasurer Herb Fithall, Revenue Manager Evan Lloyd, among others).

Name

West Brunswick Amateur Football Club

Legal name

West Brunswick Amateur Football Club Inc.

Website

https://westbrunswickafc.com.au

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

1–10 employees

Short description

West Brunswick Amateur Football Club is a volunteer-run, community amateur Australian rules football club in Parkville, Victoria, fielding six men's and women's teams in the VAFA since 1959, funded by player subscriptions, corporate sponsorships, merchandise and fundraising.

Ownership category

akta.pro rank

Product category

Amateur Community Football Club

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Amateur football club
• Community sports club
• Australian rules football
• VAFA football membership
• Player subscription football

Headquarters

HQ city

Parkville

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Player Subscriptions: Players pay subscription fees (subs) to participate. Subs cover approximately 50% of what it costs to put a player on the park, including facilities fees, coaching and medical staff costs, playing and training equipment, club operational costs, and VAFA fees. The club offers student/low income rates, early-bird specials, and payment plans.
2. Sponsorships: Corporate sponsors provide financial support in exchange for brand visibility. Sponsors include major sponsors (Brolec, Welcome to Brunswick, Deep Heat, Ki Mortgages, Certx Lifting, Green Wave Accountants, Universal Practice, Banks Brewing, Charles Street Butcher, Green Acre Pizza Bar, Steve's Sporting Touch) and the Toyota Good for Footy raffle program.
3. Merchandise Sales: The club operates an online shop selling merchandise across categories including Events, First Nations, Pride, Memberships, Off-Field, and On-Field items. This includes playing jumpers, shorts, socks, pride merchandise, and other club apparel.
4. Donations and Fundraising: The club conducts fundraising activities including the annual Shane Devers Cricket Day raising funds for The Epilepsy Foundation, and the WBAFC Family Fund supporting the babysitting program.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

West Brunswick Amateur Football Club operates six competitive amateur Australian rules football teams (Men's Seniors, Women's Seniors, Men's Reserves, Women's Reserves, Men's Thirds, Women's Thirds) in the Victorian Amateur Football Association (VAFA). It sells seasonal player memberships that cover facilities, coaching, medical staff, equipment, and VAFA fees, supported by an online merchandise shop and community fundraising initiatives.

Product overview

West Brunswick Amateur Football Club operates as a community sports organization offering six competitive football teams (Men's Seniors, Women's Seniors, Men's Reserves, Women's Reserves, Men's Thirds, Women's Thirds) participating in the VAFA. The club's product portfolio centers on seasonal memberships providing access to training, competition, and club facilities, supplemented by merchandise sales through its online shop, player sponsorship opportunities, and community initiatives including road safety campaigns and a family support fund.

Differentiator

Problem solved

Functional benefit

Products and services

• Club Memberships (Season Football Participation)
• Online Shop (Club Merchandise)

Quantifiable outcome

• 15 premierships across men's and women's competitions spanning 1960 to 2025
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered major and minor.

• BrolecmajorGTM or Marketing PartnerMajor sponsor of the club for Season 2026. Brolec is a local business supporting West Brunswick AFC.
• Welcome to BrunswickmajorGTM or Marketing PartnerMajor sponsor of the club for Season 2026. Welcome to Brunswick supports the local community club.
• Deep HeatmajorGTM or Marketing PartnerMajor sponsor for Season 2026. Deep Heat provides sports-related products.
• Ki MortgagesmajorGTM or Marketing PartnerMajor sponsor for Season 2026. Ki Mortgages provides financial services.
• Certx LiftingmajorGTM or Marketing PartnerMajor sponsor for Season 2026. Certx Lifting is an industrial services company.
• Green Wave AccountantsmajorGTM or Marketing PartnerMajor sponsor for Season 2026. Green Wave Accountants provides accounting services.
• Universal PracticeminorGTM or Marketing PartnerSponsor for Season 2026. Universal Practice appears to be a healthcare or fitness-related business.
• Banks BrewingminorGTM or Marketing PartnerSponsor for Season 2026. Banks Brewing is a local brewery supporting the club.
• Charles Street ButcherminorGTM or Marketing PartnerSponsor for Season 2026. Local butcher supporting the club.
• Green Acre Pizza BarminorGTM or Marketing PartnerSponsor for Season 2026. Local pizza restaurant supporting the club.
• Steve's Sporting TouchminorGTM or Marketing PartnerSponsor for Season 2026. Sports equipment supplier.
• Toyota AustraliamajorGTM or Marketing PartnerToyota Good for Footy raffle program. Raffle tickets are $5 with 100% of proceeds going to the club. Participants could win one of three brand-new Toyota vehicles.
• Transport Accident Commission (TAC)minorGTM or Marketing PartnerTAC partners with AFL Victoria and local football clubs for Road Safety Round. The club participates annually, with players wearing blue arm bands to spread road safety messages.
• AFL and AFL VictoriamajorStrategic or Co-development PartnerThe club is a signatory to the AFL Women & Girls Community Football Charter, representing a commitment to create welcoming, safe, and inclusive environments for all participants. The charter is driven by four core principles: Opportunity, Visibility, Access, and Investment.
• Tackle Your Feelings (TYF)minorStrategic or Co-development PartnerPartnership to provide free mental health training delivered by a local psychologist to coaches, committee members, and the playing group. The TYF program provides tools to Understand, Recognise and Respond to signs of mental ill-health.
• VAFAmajorStrategic or Co-development PartnerThe club participates in VAFA competitions across men's and women's football. VAFA provides the Player Assistance Program offering up to three free counselling sessions for registered players in streams including general mental health, conflict, nutrition/lifestyle, and financial support.
• Epilepsy FoundationminorOthersThe annual Shane Devers Cricket Day raises funds for The Epilepsy Foundation in memory of Shane 'Devo' Devers who passed away in 2016.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Old Haileybury Football Club: A VAFA amateur Australian Rules football club with a multi-team structure. Direct peer competing for players and sponsors within the same VAFA ecosystem.
• Old Xaverians Amateur Football Club: A long-established VAFA amateur Australian Rules football club competing across senior, reserves, and thirds in the same league as West Brunswick. Direct competitor for players, sponsors, and on-field results within the VAFA ecosystem.
• Fitzroy Football Club (VAFA): An inner-Melbourne VAFA amateur Australian Rules football club. Geographically proximate direct peer with a similar inner-city community identity and player demographic.
• Old Mazenod Football Club: A VAFA amateur Australian Rules football club with comparable team structure and community-driven operations. Direct peer within the VAFA league.
• De La Salle Old Collegians Football Club: A VAFA amateur Australian Rules football club with multi-divisional men's teams. Comparable community-based, volunteer-run amateur club structure.
• Old Brighton Football Club: A VAFA amateur Australian Rules football club fielding men's teams across multiple divisions. Direct peer in terms of league participation, club structure, and community-sport operations.
• Collegians Football Club: A VAFA amateur Australian Rules football club competing across multiple divisions. Direct peer sharing the same league structure, player demographic, and community-based operating model.
• Caulfield Grammarians Football Club: A VAFA amateur Australian Rules football club fielding multiple men's teams. Comparable in size, structure, and volunteer-driven operating model to West Brunswick.
• University Blacks Amateur Football Club: A historic VAFA Premier Division amateur Australian Rules football club. Competes against West Brunswick for players in the inner-Melbourne talent pool and operates a similar multi-team, community-driven model.

Broad incumbents

• AFL Victoria: The state-level governing body for Australian Rules football in Victoria. Sets the framework (charters, participation programs, insurance, representative pathways) within which WBAFC and other VAFA clubs operate, and partners with clubs like WBAFC on initiatives such as the AFL Women & Girls Community Football Charter and Road Safety Round.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/westbrunswickfc
• Instagraminstagram.com/westbrunswick
• LinkedInlinkedin.com/company/westbrunswickafc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 West Brunswick Amateur Football Club