Sydney FC's Australian-first membership initiative winning fans over

Josh Thomas

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Sydney FC's Australian-first membership initiative winning fans over image

Sydney FC believe they have found an Australian-first solution to a very common complaint with club membership packs. 

For members of most A-League teams, a new season brings it with a predictable supply of hats and stickers that accompany the decision to renew. 

The Sky Blues realised their fans were wanting something different and have now given them the choice to decide what products they want to receive as part of their membership packs. 

The eMber+ platform is still being refined but currently allows members to pick from a range of customisable products up until an allocated spending amount is met. 

While fans can stick with the usual caps and scarves, Sydney FC are offering some more unique options from face masks and mouse pads to pet collars and phone holders. 

Craig Dyer, Director of TPF Sports, is the man behind the initiative and believes it is a unique change to membership offerings that also ensures a reduction in waste. 

"There are iterations of loyalty and rewards platforms globally, but to the best of our knowledge from 18 to 20 months of development and research, we believe this is the first ever platform of its kind and certainly the first for sport and membership-based programs," Dyer said via a club release. 

"Our vision in developing the platform is to revolutionise the long standing pre-determined assignment of resources to members by assigning credit. This allows them to redeem merchandise and entitlements they deem relevant to them.

"This platform also has a strong environmental slant, as we are only supplying merchandise and delivering this merchandise to members who want to redeem it.

"Additionally, almost every product is on-demand, meaning we receive members’ selection based on products and artwork, print them with selected artwork and personalisation, pick, pack and fulfil directly to the member's door."

Though still early days when it comes to memberships for the 2021-22 season, early indications are that Sydney FC will meet their goal for the coming campaign with one eye already on growing that base when they return to Moore Park next year. 

Customisable membership packs certainly aren't hurting their current recruitment efforts with supporters savouring the chance to have a say in what products they receive. 




Sydney FC are scheduled to kick off the new A-League season at CommBank Stadium against fierce rivals Western Sydney Wanderers on November 20. 

The Sky Blues finished second in their most recent campaign and suffered a 3-1 defeat to Melbourne City in the grand final. 

Every A-League game will be streamed on Paramount Plus this season and you can sign up here. 

Josh Thomas