Automotive brand Cupra and Football Australia have extended their partnership, further strengthening their commitment to both the sport and sustainable mobility.

The collaboration, which began in 2022, coincided with CUPRA's entry into the Australian market, and has since been marked by a series of successful initiatives and activations.

Cupra, which originates from Barcelona, Spain, is known for its range of performance petrol, plug-in hybrid (PHEV), and battery electric vehicles (BEVs). This includes the Cupra Formentor, the Official Vehicle of the Subway Socceroos and CommBank Matildas. The brand's commitment to innovation and sustainability aligns with Football Australia's own goals, making the partnership a natural fit.

"It’s fantastic to have Cupra extend its partnership with Football Australia, allowing both parties to build upon the great work that has been achieved both on and off the field over recent years to drive forward Australian football," said James Johnson, CEO of Football Australia.

Director of Cupra Australia, Ben Wilks, said the renewal caps off two years of strong engagement and outstanding results for not only the car brand, but for football in Australia as a whole.

"Like an expert strike from Mary Fowler, our partnership has really struck home for our growing Cupra Tribe in Australia. We’re delighted to see how that partnership continues to grow as we roll out a range of new initiatives and activations in this pivotal year for Australian football," he said.

Cupra has a history of engaging with football fans globally, being an official partner of FC Barcelona. The brand has also enlisted global ambassadors as part of its Cupra Tribe, including Australia's Mary Fowler and Andrew Redmayne.

This engagement with the sport has been recognised by Football Australia, with Tom Rischbieth, Head of Commercial and Events, stating, "The team at Cupra have been a wonderful addition to the football family in recent years. Their progressive brand, incredible content and storytelling, plus authentic passion for football, locally and globally, has created a huge impact."

To celebrate the partnership extension, Cupra will host a special CommBank Matildas' Watch Party for the team's AFC Women's Paris 2024 Olympic Qualifier against Uzbekistan on 28 February. The brand is also collaborating with Football Australia on various inclusivity and diversity initiatives, including contributing a Mardi Gras CUPRA Born PROUD vehicle for Football Australia's Mardi Gras 2024 float.

Launched in 2018, Cupra has delivered more than 230,000 vehicles in 2023.