04/10/2026
Long live the Australia Cup. For all the turbulence we’ve become used to as battle-hardened Australian football lovers, this is exactly the type of moment this competition dreamed of creating. It’s what Australian football needs.
Football here is for everyone. Our cultural ties should be celebrated. Our fan culture and matchday experience are one of the game’s great points of difference and need protecting. Clubs from every corner should be able to dream about the highest level, with a pathway to get there.
Saturday feels like those conversations colliding at once. South Melbourne against Melbourne Victory. Two clubs shaped by very different eras of Australian football, sharing the same pitch with conversation about what comes next.
For us, there’s another layer. South Melbourne hasn’t only shaped Australian football, it’s had an impact on Ultra too. Over the years, people associated with the club have become part of our journey. Most notably, South legend Fernando de Moraes, who became an important part of the Ultra story and had a profound impact on our Melbourne store. His infectious personality is still felt today.
South is a club with history, community and generations who care about it. They deserve the opportunity to play top-tier football week in, week out. Other clubs do too. The sooner there’s a pathway to make that possible, the better.
Then there’s Victory. We’ve worked with the club over the years, but the simplest reminder of what it means comes through our doors every week. When you spend your days selling the biggest clubs in world football, it’s refreshing to see how much people care about a club from their city.
There’s so much to be excited about right now. Our women have carried the game onto the biggest stages. The next wave of the men’s national team has the makings of another golden generation. Another A-League season is around the corner.
But first, we get this. South Melbourne. Melbourne Victory. An Australia Cup Final that feels like much more than a Cup Final. Moments like this keep pushing the game towards what we all believe Australian football can become.
Enjoy the game. Long live the Australia Cup.
Football til the end.
