South Fremantle Football Club is on the cusp of a massive sponsorship deal with the council

The South Fremantle Football Club is about to sign one of the richest sponsorship deals of any WAFL team: a 20-year deal with a starting value of $350,000 per year.

With 100 years of games under their belt, South Fremantle plans to sign the deal in the coming weeks, which will secure the historic site for the next 20 years, with the option to extend for 20 years.

“We are delighted to move forward with assurances of ownership and sustainability through negotiating this landmark licensing deal,” said Cameron Britt, CEO of SFFC.

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“There are a small number of elements to finalize, intangible formalities, and we expect to sign in the next two weeks.”

The new deal lays the groundwork for the long-planned redevelopment of the site, including new club rooms, grandstands, lighting upgrades, and a realignment of the playing field to reconnect the oval with the heritage-listed Victoria Pavilion. The City of Fremantle will be responsible for maintaining the oval and the surrounding area.

The council has kept the main lease since the Fremantle Dockers moved to Cockburn in 2017.

The deal also makes the city of Fremantle a Bulldogs sponsor for the first time in exchange for the $50,000 per year contribution, along with the Fremantle Oval parking lot’s parking revenue, valued at approximately $100,000 per year.

Camera IconSouth Fremantle 1980 Premiership Captain Noel Carter. Credit: Mogens Johansen/The West Australian

It also commits the city to a broader support package worth more than $350,000 annually.

Fremantle Mayor Hannah Fitzhardinge said the agreement paved the way for the major oval redevelopment.

“The South Fremantle Football Club has been part of the fabric of the Fremantle community for over a century, so we are delighted that this agreement will continue well into the future,” she said.

“The licensing deal is the final step in the city taking over the oval’s management and ensuring its re-use in the community while retaining our core WAFL club.

South Fremantle Football Club

“We have planned a major redevelopment of Fremantle Oval to provide better facilities for players, spectators, and the local community.”

SFFC chairman Peter Christie said that after working with the city for a while, the club was finally delighted to have this historic licensing deal.

“We are a proud citizen of Fremantle; we have existed on this ground for 122 years, so securing our next 40 years is a great outcome for all parties,” said Mr Christie.

“The .financial package enables our club to continue to grow and innovate as a leading and highly diverse member-managed sports club.”

The council approved the license agreement last week, but it is subject to approval from the WA Planning Commission.

John D.Mayne
I love to write. When I wasn’t writing for my school newspaper or college blog, I was writing personal essays and journal entries. Then I discovered I loved to write. In college, I wrote for my school paper and my campus radio show. I started doing freelance writing for the Huffington Post in 2009. Then, I joined the team at Newsmyth as a writer/editor. Now, I spend most of my time writing for Newsmyth and as a guest blogger on a handful of other blogs. When I’m not writing, I like to read, travel, cook, and spend time with friends.