Sports Direct named Official Retail Partner of the Junior Champions League
Sports Group Melbourne (SGM) is proud to announce Sports Direct as the Official Retail Partner of the Junior Champions League (JCL), backing the next generation of football talent across Victoria's grassroots competition.
The partnership sees Sports Direct join forces with SGM to support players competing in the JCL, reinforcing the retailer's long-standing commitment to grassroots sport and community development.
Speaking on the partnership, a Sports Direct spokesperson said the sponsorship reflects the brand's broader purpose of backing athletes from the ground up.
"At Sports Direct, our purpose is all about championing the legend in everyone, and we believe that journey starts right here at the grassroots level. Partnering with Sports Group Melbourne to sponsor the Junior Champions League allows us to directly support the next generation of football talent. We want to ensure these young athletes have access to a premier, high-quality competitive environment where they can develop both their skills and their passion for the game."
Sports Direct also pointed to Melbourne's rich football culture as a key driver behind the partnership.
"Melbourne has an undeniable football culture, and the true heartbeat of that culture is found in its local clubs. We are thrilled to back the JCL because it aligns perfectly with our commitment to elevating grassroots sports in Victoria. By investing in this competition and supporting the incredible work SGM is doing, we are investing in the local communities that make Melbourne such an iconic sporting city."
Through this partnership, Sports Direct will support the JCL's mission of providing young footballers with a premier competitive pathway, further strengthening the tournament's position as one of Victoria's leading junior football competitions.
Sports Direct will feature heavily across the JCL26 Finals campaign from July - September providing a dedicated Sports Direct Arena, Players Tunnel, Fan Zone and activations, with key signage on and off the field.
JCL registered players will have the opportunity and chance to win Sports Direct Vouchers throughout the Finals campaign.
SGM Director Jack Gillibrand welcomed Sports Direct to the SGM family.
“We’re delighted to welcome Sports Direct to the SGM family as a Major Partner and Official Retail Partner of the Junior Champions League,” he said.
“Sports Direct is a globally recognised sporting retailer and a brand I know well from growing up in the UK. To now see them investing in Australian grassroots football is incredibly exciting.
“This partnership will create fantastic opportunities for the JCL brand, our players, clubs and families, both digitally and across our JCL matchdays. Full credit to the Sports Direct team for recognising the value of grassroots football and sharing our vision to support the next generation of players.
“We’re looking forward to working closely together throughout the JCL Finals Series to deliver memorable experiences for players and supporters, while connecting Sports Direct with one of Australia’s most engaged grassroots football communities.”
This partnership comes at key time for Sports Direct as they continue to build their physical footprint nationwide. The brand celebrated the launch of its first Melbourne store, a premier location, in the Westfield Fountain Gate Shopping centre late 2025 with lots more planned as part of the expansion .
Further details on fan experiences and activations will be announced in the coming weeks on socials.
