South Melbourne FC’s Hahn Australia Cup win has done more than put another piece of silverware in our cabinet. It has delivered the biggest audience in the club’s modern history.
On 10 October at AAMI Park, Hellas beat Melbourne Victory 4–3 on penalties after being 1–1 at the end of extra time. In doing so, the club became the first NPL side to lift the trophy since the competition began in 2014.
The fans followed. In huge numbers.
Across South Melbourne’s own channels from 4 to 18 October, the club recorded:
• 32.4 million views and impressions
• 14.4 million video views
• 19,200 new followers
The broadcast of the final reached a TV audience of 810,000, up 56 per cent on last year. Club merchandise sold out, with the highest sales in South Melbourne’s history.
“These numbers tell a simple story,” said George Kouroumalis, South Melbourne FC Head of Operations and Media.
“People want to watch our club. They want to back it, back in the top flight and they want it yesterday. We, South Melbourne are in the national conversation and we want to be in the national club competition.”
The figures land as the new A-League season gets under way.
“We wish every A-League club a strong season. We also believe South Melbourne can contribute to the viability of that competition,” Kouroumalis said.
“We bring history, a loyal and growing base and now proof that a national audience will turn up for us. That is the kind of contribution the league needs to grow the game in every corner of the country.”
General Manager Strati Xynas said the club saw its success as a signal to foundation clubs across the NPL.
“Clubs that built this game should not be treated as its past. Our win shows they can be part of its future,” Xynas said. “We hope it gives every one of them a reason to believe.”
South Melbourne FC will continue to expand its digital footprint throughout the Australian Championship, with a dedicated media team lead by George Kouroumalis bringing supporters closer to the club through match coverage, photography, video and stories from behind the scenes.
Media and Social Media Managers
Neal Symons and Ross Papadakis
Photographers
Charlotte Neal, Luke Radziminski and Cindy Nitsos
Videography
Stephanie Surbevski, Paul Zarogiannis
Social Media Producers & Presenters
Alexia Crespin, Ari Stamatakos and Kosta Drossos, Kris Peladarinos, David Henning
Club History
John Kyrou
Thank you to our talented team for their creativity and commitment to sharing the South Melbourne story with supporters around the world.
About South Melbourne FC
Founded in 1959, South Melbourne FC is one of Australia’s most successful football clubs. A four-time National Soccer League champion, the club won the inaugural Australian Championship in 2025 and the Hahn Australia Cup in 2026.
