Sherwood Magpies Australian Football Club

What Sherwood Magpies Australian Football Club does

Sherwood Magpies Australian Football Club (legal entity: Sherwood Football Club Limited, also trading as Sherwood Districts Australian Football Club and Western Magpies) is a community-based, not-for-profit Australian Rules football organisation founded in 1956 and headquartered at 41 Chelmer St E, Chelmer, QLD, Australia. The club operates the most comprehensive football pathway in Brisbane's Western Suburbs, running programs from Auskick (ages 5-8) through Junior (U8-U12), Youth (U13-U17), QFA Woodsmen, QAFL Colts/Reserves/Seniors, and QFAW Division 1 and Division 2 women's teams, with a year-round Social AFL 9s competition as a supplementary offering. Across these tiers the club fields six or more senior teams and serves 700+ registered players annually.

The club's commercial activity is structured around four revenue streams: annual membership and player registration fees across age groups and genders; tiered corporate sponsorship (Major, Gold, Silver, Bronze, Community Partner); on-site clubhouse operations delivered through partner Fair Play Kitchen (restaurant, bar, function venue open Wednesday to Sunday); and facility hire for functions and events. Registration is processed via the third-party PlayHQ platform, and the club is governed by an elected Board of Directors (President Andrew Thomson, Secretary Gabriel McKinnon) supported by a predominantly volunteer workforce of six paid staff. Distribution and recruitment rely on the club's website, an active Instagram feed, local school partnerships, and community match-day events concentrated in a single geographic catchment in Western Brisbane.

The underlying technology stack is minimal and not a differentiator — community-sports digital infrastructure only. Strategic differentiation rests on heritage (eight consecutive Senior Premierships 1975-1982, AFLQ Hall of Fame recognition), the only complete female pathway in the Western Suburbs, and a documented track record of developing VFL/AFL-listed players including Jaspa Fletcher (Brisbane Lions), Samson Ryan (Richmond), and Harrison Bridge (Brisbane Lions). Sponsor relationships span residential construction (Glenvill Homes), property development funds management (CFMG Capital), banking (Bank of Queensland Indooroopilly), mortgage broking (HoLo), fitness (F45 Sherwood, UBX Graceville), and local professional services, reflecting the club's role as a community anchor for Western Brisbane small businesses.

Name

Sherwood Magpies Australian Football Club

Legal name

Sherwood Districts Australian Football Club

Website

https://westernmagpies.com.au

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

1–10 employees

Short description

Sherwood Magpies Australian Football Club is a community-based, not-for-profit Australian Rules football club in Brisbane's Western Suburbs, operating a complete player pathway from Auskick through QAFL Senior competition and serving 700+ registered players annually.

Ownership category

akta.pro rank

Product category

Community Australian Rules 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

• Community football club
• Australian rules football
• Junior sports programs
• Senior football competition
• Club membership services

Headquarters

HQ city

Chelmer

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Fees: Annual membership fees for players across all age groups including Auskick, Juniors, Youth, and Seniors. Also includes social memberships.
2. Sponsorship: Revenue from corporate sponsors at various tiers (Major Partner, Gold Partner, Silver Partner, Bronze Partner, Community Partner) providing financial support in exchange for branding and community association.
3. Clubhouse Operations (Fair Play Kitchen): On-site restaurant and bar operated by Fair Play Kitchen, generating revenue through food and beverage sales. Open Wednesday to Sunday for breakfast, lunch, and dinner.
4. Function Bookings: Club facilities available for function bookings including events and celebrations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sherwood Magpies AFC operates as a community-based Australian Rules football club offering structured football programs from entry-level Auskick for young children through to elite QAFL senior competition. The club runs men's, women's, youth, and junior teams across multiple AFL Queensland competitions, supported by on-site clubhouse facilities including a restaurant and function venue. Revenue is generated through annual player and club memberships, corporate sponsorship tiers, and clubhouse food and beverage and function bookings.

Product overview

Sherwood Magpies Australian Football Club operates as a community-based Australian Rules football organization offering a comprehensive football pathway from entry-level Auskick through to elite QAFL senior competition. The club's core products include: QAFL Men's (Seniors, Reserves, Colts), QFA Women's (Division 1 & 2), QFA Woodsmen (third-grade men's), and structured Youth (U13-U17) and Junior (U8-U12) football programs with both mixed and single-gender options. Supporting services include a year-round Social AFL 9s competition, clubhouse facilities with Fair Play Kitchen restaurant and function venue, annual membership packages, and corporate sponsorship programs. With over 700 registered players, the club competes in AFL Queensland's premier competitions and serves as the elite Australian Rules club in Brisbane's Western Suburbs.

Differentiator

Problem solved

Functional benefit

Products and services

• QAFL Senior Football Elite senior men's Australian Rules football competition in AFL Queensland's premier competition, including Seniors, Reserves, and Colts (Under 19) teams for adult players seeking top-tier competition.
• QFA Women's Football Women's Australian Rules football in QFAW Division 1 and Division 2 competitions with a complete female pathway from youth to senior level, offered in Brisbane's Western Suburbs.
• QFA Woodsmen Football Third-grade men's football team (formerly known as 3rds, Low Rollers, Sherwood Old Boys) competing in the QFA competition, providing additional senior participation opportunities.
• Youth Football (Under 13-U17) Structured youth football programs for mixed and single-gender age groups from Under 13 through Under 17, including Division 1 and Division 4 teams, with a pathway toward senior football.
• Junior Football (Under 8-U12) Community junior football for boys and girls aged 8-12, including Superkick and Auskick programs for entry-level participation in organized, age-appropriate competition.
• Auskick Program Entry-level Australian Rules football program introducing young children (typically ages 5-8) to the sport through modified games and skills development in a fun, safe environment.
• Social AFL 9s Competition Year-round social nine-a-side Australian Rules football competition offering a more accessible format for players of varying abilities seeking ongoing social participation.
• Clubhouse Facilities (Fair Play Kitchen) On-site bar, restaurant, and function facilities operated by Fair Play Kitchen, offering breakfast, lunch, and dinner with views of live sport. Open Wednesday to Sunday with function bookings available for events and celebrations.
• Club Membership Annual club membership options (e.g., Club Membership 2026) providing access to Sherwood Magpies teams, club facilities, and member benefits across senior, youth, and junior programs.
• Corporate Sponsorship Program Corporate sponsorship opportunities at various partnership levels (Major, Gold, Silver, Bronze, Community Partner) providing local businesses visibility to the club's 700+ players and extended Western Suburbs Brisbane community.

Quantifiable outcome

• Over 700 registered players across all programs
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 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 club partner, core, partner, silver partner, bronze partner, major partner, community partner and community accounting partner.

• Smart Power Solutionsclub partnerGTM or Marketing Partner · 13 December 2024Brisbane's best solar and electrical company committed to providing quality products and excellence in customer service. Australian owned and operated with over 35 years experience. Smart Power Solutions are Club Partners for 2025 and beyond, with Director Neil Garner being a local Magpie.
• Oxley Golf Complexclub partnerGTM or Marketing Partner · 13 December 2024State of the art driving range with largest natural grass tee areas in Brisbane, practice putting/chipping green, 9 hole golf course, and 18 hole Pitch 'n' Putt. Club Partner for Season 2025 and beyond.
• Fair Play KitchencoreGTM or Marketing PartnerRestaurant and bar located at Sherwood Magpies clubhouse, open Wednesday to Sunday for breakfast, lunch, and dinner. Proud partner and located at the clubhouse. Function bookings also available.
• F45 Sherwoodclub partnerGTM or Marketing PartnerF45 offers innovative, high-intensity functional group workouts. Magpies Senior & Youth teams taking advantage of functional training at F45 Sherwood for athletic development. Partnership for season 2025 and beyond.
• Swimart TaringapartnerGTM or Marketing PartnerPool and spa solutions provider owned and operated by Leanne and Tony Mapley since 2012. Partners for 2025 and 2026 seasons, providing professional pool and spa care services to the local community.
• Bank of Queensland Indooroopillysilver partnerGTM or Marketing PartnerOwner Managed by Keegan Bell and Bec Mackinnon. Silver Partner for 2023 and beyond. Focused on local community banking and building real relationships.
• HoLobronze partnerGTM or Marketing PartnerOnline mortgage broking firm. Bronze Partner for 2023 season and onwards. Co-Founder Justin Dickinson is a local resident and dedicated club supporter.
• Glenvill Homesmajor partnerGTM or Marketing PartnerMajor Partner for 2021 and beyond. Multi-faceted company encompassing design, development, and construction. Recently expanded into South East Queensland through Aplace division.
• Podiatry Hubcommunity partnerGTM or Marketing PartnerLocal podiatry business with existing connection to Magpies through Dylan McDonald, 2012 Senior Premiership player. Community partner providing foot health services.
• E-Visascommunity partnerGTM or Marketing PartnerRegistered immigration business specialising in visa applications. Community Partner providing immigration services with personal, efficient, and professional service.
• UBX Gracevillecommunity partnerGTM or Marketing PartnerWorld's fastest growing boxing community offering Boxing & Strength training. Youth Football and above teams have opportunity to train at UBX in groups. Exclusive rate of $45/week for adult members.
• Hospitality SuperstorepartnerGTM or Marketing PartnerLeading supplier of hospitality goods in Australia for over 75 years. Provides catering equipment and supplies. Family owned company with extensive product range.
• Creditte Chartered Accountants & Advisorscommunity accounting partnerGTM or Marketing PartnerCommunity Accounting Partner providing business advisory services. Focused on helping build a better business based on better numbers.
• Grolife Indoor Plantscapescommunity partnerGTM or Marketing PartnerIndoor & Outdoor Plant Hire, Vertical Gardens, and Event Hire. Part of Queensland's fastest growing Horticulture and property services provider. Director Michael Harding is a club fan.
• One 2 One PlumbingpartnerGTM or Marketing PartnerLocal plumbing company. 7th season of partnership for 2023. Director David Green is a local and former Magpies player with over 100 games. Known as 'Lavender'.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Others

• AFL Queensland: Governing body for Australian Rules football in Queensland that administers the QAFL competition in which Sherwood Magpies competes — relevant ecosystem participant rather than a direct competitor.

Direct peers

• Aspley Football Club (Aspley Hornets): Suburban Brisbane community AFL club competing in the same QAFL competition, operating multi-tier men's and women's teams with a comparable junior pathway and local sponsorship model.
• Surfers Paradise AFC: Gold Coast QAFL community football club running senior, women's, and junior programs with comparable membership-and-sponsorship-driven revenue mix.
• Maroochydore Roos AFC: Sunshine Coast QAFL community club fielding men's, women's, and junior teams with a similar volunteer-governed structure and local SME sponsorship base.
• Morningside Panthers AFC: Eastern Brisbane QAFL community football club running men's, women's, and junior programs with a similar clubhouse/function revenue model and broad age-group pathway.
• Mt Gravatt Vultures AFC: Southern Brisbane QAFL community club with a comparable suburban footprint, multi-team structure, and emphasis on junior-to-senior pathways for local talent.
• Redland-Victoria Point Sharks AFC: Bayside Brisbane QAFL community club with a multi-team structure spanning seniors, reserves, colts, and women's teams, anchored in a defined suburban catchment.
• Palm Beach Currumbin Lions AFC: Gold Coast community AFL club that has historically competed in the QAFL/state system and runs a comparable multi-age community football pathway.
• Noosa Tigers AFC: Sunshine Coast community AFL club competing in QAFL-aligned competitions with a similar junior development and clubhouse function revenue model.
• Broadbeach Cats AFC: Gold Coast-based QAFL community club running men's, women's, reserves, and junior football with a similar volunteer-led, sponsorship-supported model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/westernmagpies
• LinkedInlinkedin.com/company/western-magpies-australian-football-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sherwood Magpies Australian Football Club