Football Federation Australia


The Lebanese football community in Sydney was large but disorganised and in 2013, as part of the AFC Asian Cup Community Engagement program, the Australian Lebanese Football Association (ALFA) was formed to run tournaments and unify the community. Red Elephant was appointed the Association’s mentor.


We needed to form a sustainable community engagement platform for the Australian Lebanese football community. Our challenge was to create ALFA and assist with governance, tournament management, sponsorship and media relations.

Key outputs/outcomes

A major successful community tournament has been run since 2013, and in 2018, ALFA agreed on a Memorandum of Understanding with the Football Association in Lebanon to build relations between Lebanese football and the diaspora in Australia.