Sydney, November 11, 2025 — Leads & Copy — Football Australia and the A-Leagues have partnered with Personar, an AI-driven sports technology company, to enhance refereeing and fan engagement. Personar will become an official Referee and VAR (Video Assistant Referee) partner.
The partnership will integrate Personar’s TrackSwift platform across the A-Leagues, supporting the development of football at all levels in Australia. According to the agreement, Personar will provide AI technology to improve officiating standards, increase fan engagement, and bring greater transparency to decision-making in A-Leagues matches.
Jon Moss, Head of Referees at Football Australia, stated that the sponsorship signifies a substantial investment in Australian football. He also noted that Personar shares their commitment to transparency and innovation.
Moss believes the TrackSwift technology will help deliver a better experience for supporters and provide officials with the tools needed to make informed decisions. Football Australia aims to embrace innovation and enhance fan experience while maintaining high officiating standards, and Moss said Personar is the ideal partner to achieve this goal.
Adrian Jones, CEO and Co-Founder of Personar, expressed his excitement about the partnership, emphasizing that Australian football fans deserve transparency regarding officiating decisions. He said this partnership involves investing in Australian football, from professional competitions to grassroots programs, to make the game more understandable and accessible.
Under the sponsorship agreement, fans will gain enhanced access to referee communications and decision explanations, which will create a more transparent match-day experience. The sponsorship will also provide advanced VAR support for match officials, real-time communication of referee decisions to fans, and comprehensive post-match analysis tools.
Personar’s TrackSwift platform, originally developed for Formula One racing, has been adapted for football and global sports organizations. It will now play a crucial role in Australian competitions. Additionally, Personar will support Football Australia’s initiatives and referee development programs, contributing to the training of future Australian football officials. Personar branding will also be featured across A-Leagues via the VAR center and referee kit.
Personar, based in London, specializes in AI-driven solutions for sports officiating and fan engagement. Football Australia, established in 2004, is the governing body of football in Australia and a member of FIFA. The A-Leagues, operated by Australian Professional Leagues (APL), aims to develop top-tier professional football talent in Australia and New Zealand and increase engagement across the leagues.
Contact:
Jon Moss
Head of Referees, Football Australia
Contact information not provided.
Adrian Jones
CEO and Co-Founder, Personar
Contact information not provided.
Source: Personar
