Football Australia has entered a four year partnership with Coles, which will see the grocery giant become the Naming Rights Partner for its official junior grassroots football program, MiniRoos.

The investment in the growth of community football in Australia is intended to drive participation in the Coles MiniRoos program and support education on healthy lifestyle choices among everyday Australians., aligning with Coles' commitment to helping Australians eat and live better every day

MiniRoos is designed for children aged 4 to 12, from pre-school to primary school years, catering to all abilities. In 2023, MiniRoos attracted nearly 240,000 participants, a number which is expected to grow in 2024, thanks to the international success of the CommBank Matildas and Subway Socceroos.

"We are thrilled to have Coles join the Football Australia family as the Official Naming Rights Partner of MiniRoos. This investment into the future growth of grassroots football in Australia, will have a lasting impact on both current and future generations of footballers," said Football Australia Chief Executive, James Johnson. "We are delighted to partner with Coles, one of Australia’s most trusted brands, and an organisation that shares our vision for promoting an active and healthy lifestyle through football. Together, we aim to inspire future CommBank Matildas and Subway Socceroos while educating children and their families about the importance of maintaining a more active lifestyle for both physical and mental well-being."

Coles will also become an Official Partner of the Subway Socceroos, CommBank Matildas, and the men's and women's Youth National Football Teams, whilst supporting the CommBank ParaMatildas and CommBank Pararoos.

“Coles is delighted to be teaming up with Football Australia in what is a historic partnership for both parties and one we hope will benefit the lives of Australians for many years to come,” Coles Chief Customer Officer, Amanda McVay, said. “This partnership will not only enable more children to experience the benefits of football through Coles MiniRoos but will also encourage children to lead a more active lifestyle while having fun with others.

McVay said Coles was "committed to helping Australian families right across the country and is aligned with Football Australia’s ambition to provide more opportunities for Aussie kids to play football."

The partnership will see the Coles logo will be included on the merchandise received by participants of the Coles MiniRoos Kick-Off Program, the equipment used for the Coles MiniRoos Kick-Off and Football Australia Schools Programs, plus the apparel of the Football Australia Schools Program coaching workforce.

Coles will also become the Presenting Partner of the Little Legends Lap and the MiniRoos Half-Time Mini Match activation at all Football Australia senior national team homes matches, which rewards community football club participants with a money can't buy on-pitch experience.

Football Australia has seen a significant increase in participation numbers in 2024, following successful performances from the Subway Socceroos and CommBank Matildas in their respective 2022 and 2023 World Cups.