The sponsorship sees the Barry Plant logo appear on Coburg’s playing jerseys, building on an existing relationship between managing director Fadi Khoder and the club.
Fadi said the partnership began after he purchased a new office about 100 metres from the club’s ground.
“It was first and foremost a community decision, not a business decision,” he said. “What sold me was the passion of the club and its people. Coburg plays in a league full of clubs with far greater resources, but they’ve got heart, resilience, and an unshakable drive to succeed.”
The Coburg Lions operate as one of the VFL’s independent clubs – without AFL affiliate backing – relying on sponsorships, match-day revenue and community support. The club has also taken a stance against gambling revenue, refusing poker machine funding.
“We just don’t believe we can claim to be family-focused and community-driven while also taking money from pokies,” said club general manager Nick Byrne. “Every dollar we raise comes through sponsorships, match days, and the hard work of the people around this club.”
For Fadi, a father of 11 with five children who have played football across Melbourne’s north, supporting grassroots sport is personal.
“I’d rather see kids at the footy club than on the streets,” he said. “Footy keeps them active, builds their confidence, teaches life skills – things they won’t get staring at a screen.”
Nick said initial sponsorship discussions evolved into something broader.
“It quickly became clear that we both wanted the same thing: to build something meaningful, sustainable, and positive for Coburg.”
On the field, the Lions have shown improvement – finishing the 2025 VFL season with nine wins and nine losses after going winless two years prior. Nick said the club is targeting a finals berth as a standalone team for the first time since the 1990s.
Barry Plant’s head of marketing, Kashka Hardy, attended the club’s 2026 jersey presentation night.
“I wanted to come down to the club and show Barry Plant’s support for the Coburg Lions in person, not just through our sponsorship,” Kashka said.
“The night was an amazing opportunity to see the Coburg community come together.”