Powered by Benefitz printing and signage solutions.
Benefitz is thrilled to have been working with Auckland’s exciting new football club as their printing and signage partner – right through from establishment to winning the A-League title in just their second year.
If there was a blueprint for setting up a new professional sports club, then Auckland FC looks to be about perfect. The world’s biggest game, wealthy and successful owners with proven track records, topped off with an enthusiastic and experienced management team. Tick, tick, tick!
Benefitz has played a significant role during the establishment phase of the hugely successful new club. This has included producing a wide range of signage and printing.
“What we have done for Auckland FC really does show the wide capability of our offering,” explains Benefitz Senior Account Manager Dan Ellensohn. “We have looked after all the signage and rebranding at Go Media Mt Smart Stadium and a whole lot more.”
In the two seasons the club has been successful, 2024/25 and 2025/26, signage that Benefitz provided for Auckland FC has included: stadium sponsor signage at Go Media Stadium; lounge branding; billboards at Go Media Stadium; merchandise container branding and merchandise menus/price lists; team van vehicle branding; ticketing signage; pull up banners, media walls and inflatable tents for events and matchday; DJ booth branding; Auckland FC Supporters Club TIFO banner and coloured cards; awards night print and branding; Britomart pop up shop branding; signage for ‘SupportHer’ football; flags and signage for Auckland FC city offices; and signage at Auckland FC training base (North Harbour stadium).
There have also been a lot of printed items produced by Benefitz. These have included: business cards, flyers, posters for clubs, matchday posters, coaching workbooks, volunteer handbooks, accreditation and member passes, corporate lounge passes, stickers and postcards. Other branded items produced have included wineboxes for Christmas gifting, drawstring bags, branded water bottles, gym bags, pennants and tablecloths.
“A neat project we worked on in 2026 was fully branding the Auckland FC winners double-decker bus for the parade the day after the A-League title win,” adds Dan, himself a former All White and professional footballer. “This required some strategic thinking by all involved and some very quick work by our printing and signage team to achieve the impossible! The bus looked fantastic.
“Being involved with helping to launch this completely new startup professional club has been loads of fun for our team. Everything is totally new, which allows for creativity and a little bit of chaos. As you can see by the healthy crowds and success of their first two seasons, and the popularity of the merchandise, the Auckland FC crew have done a wonderful job in bringing the new entity to life. I reckon the Benefitz team have played a solid part as well!”
Auckland FC is one of many sporting investments for the club’s lead investor, Bill Foley, who was in Auckland for the debut match in 2024. He is the lead investor, chairman and CEO of Black Knight Sports and Entertainment, a consortium that owns the ice hockey club Vegas Golden Knights. He is the managing general partner of Black Knight Football and Entertainment, which owns English Premier League club AFC Bournemouth, and has a stake in French Ligue One club FC Lorient. The Black Knight organisation is also a significant minority shareholder in Scottish football club Hibernian FC.
Bill Foley has other investments in New Zealand, including Foley Wines (five wineries in Martinborough, Marlborough and Central Otago), a restaurant group with venues in Auckland, Wellington and Queenstown (including the iconic Soul Bar in Auckland), and luxury lodge Wharekauhau on the South Wairarapa coast. Husband and wife duo, Anna Mowbray and Ali Williams, are also key investors in the club.
Auckland FC is known as the ‘Black Knights’, and their aim is for the whole of the Auckland region to embrace them as their new home team. They have made a great start in their first two seasons!
“Being part of the community is very important to us and is something that Bill (Foley) does wherever he invests,” explained Auckland FC CEO Nick Becker at the launch in 2024. “Ambition is hugely important as well; we will fight on and off the pitch. The Foley way is to always advance and never retreat. We will also be focused on creating pathways for our talent, with the added opportunity for players to play for other Foley-owned Black Knight teams in the UK (AFC Bournemouth), France (FC Lorient) and Scotland (Hibernian FC) being a bonus. We believe the final value of being here for all of Auckland is very important, ensuring we are weaving together the many cultures that will help us grow and be successful.”
And boy, have they been successful. A huge congratulations from the team at Benefitz!
For more information, visit aucklandfc.co.nz
