Auckland FC enjoyed a remarkable start to life, with one of the most incredible debut seasons achieved by an expansion club in Australasian sport. Michael Burgess looks at the key turning points for the Black Knights, on and off the field.
1. Bill Foley swoops
In the hustle for the new A-League licence in Auckland in mid-2023, Bill Foley was a relatively late entry. Another consortium had the inside lane – and was close to a deal – but when negotiations broke down, Foley swooped. The American billionaire has proved the perfect owner, with a genuine passion for this country and a determination to achieve success. He is patient – but with high standards and expectations – and has been willing to open the chequebook. Foley also offered instant access to his network of professional clubs, notably English Premier League outfit AFC Bournemouth, which has proved invaluable.
2. Warriors mania
The Warriors made Mt Smart cool again. It became a destination in 2023, with the incredible “Up the Wahs” fervour and unexpected success in Andrew Webster’s first season, and reached a peak in 2024, with constant sellouts. By the time Auckland FC kicked off, thousands of Aucklanders had experienced the Penrose venue and had a new, positive impression of the joint.
3. The draw
From the outset, Auckland FC wanted afternoon or early evening kickoffs for all home games. The A-League and broadcasters had an open mind – but the club still had to push hard to secure the outcome. It proved a masterstroke, as the family-friendly times ensured a sea of kids (and their parents) in attendance from the first match, setting a season-long trend.
4. Traditional name, traditional strip
There were all kinds of monikers banded about – from the Auckland Volcanoes to the Auckland Wanderers – but the decision to go with a logical, clear name that resonated with fans, media and stakeholders was a good one. As was the uniform. A classic, traditional design that helped drive massive merchandise sales.
5. Terry McFlynn
Auckland FC had a long list of 10 names for their director of football role, which was narrowed to three main contenders. Terry McFlynn proved an inspired choice with his knowledge of the league, wide-ranging contacts and work ethic, along with his long-term relationship with coach Steve Corica. McFlynn had a genuine interest in the local football landscape and faith in domestic talent. From there, Corica and assistant coach Danny Hay proved great appointments.
6. Anchor locked in
Anchor signed as the club’s first major commercial partner in July 2024, also committing to be the shirt sponsor. For the nascent club, it was a coup and a message to the marketplace that helped to open further business doors. It was the first time Anchor had partnered with a sporting organisation.
7. Alex Paulsen opts for AFC Bournemouth
Alex Paulsen was hot property this time last year, after a breakout season, as his performances – including 12 clean sheets – helped the Wellington Phoenix to their historic second-place finish. He had offers from at least five European clubs, including three in the Premier League, before opting for the Cherries. That decision opened the door to the subsequent move to Auckland, with both clubs part of Foley’s portfolio.
8. No pursuit of ageing ‘superstars’
With the resources of Bill Foley and Anna Mowbray behind them, there was speculation that Auckland might chase a big overseas name, as had been done in the past, from Robbie Fowler and Alessandro Del Piero to Daniel Sturridge and Juan Mata. But that was never considered, as Corica and co placed a premium on performance over star power.
9. Club connection
Auckland FC wanted a genuine connection with local clubs, though that was easier said than done. It started with a massive outreach, typified by McFlynn and Corica attending a Clevedon FC training soon after they arrived. A rebate was offered on Auckland FC tickets sold through clubs – which proved popular – and the Black Knights proactively paid out $80,000 in training compensation fees when they signed eight local juniors, a Fifa mandate that isn’t universally followed across the A-League. Club coaches have been invited to visit, while Auckland chose not to start a full “bells and whistles”-type academy, not wanting to compete with local teams at younger age-group levels. “We think we are part of them,” said one prominent club identity. “Everyone is behind them.”
10. A-League broadcast revenue slashed
Before the season began, A-League distributions were dramatically reduced, by almost 70% from A$2 million ($2.15m) to A$530,000. It led to cost-cutting at several clubs, as they felt the pinch. But Auckland’s ownership group, led by Foley and Mowbray, agreed to make up the shortfall and stick to the original budget, allowing the club to pursue their lofty goals on and off the field.
11. Second chance for Francis de Vries
In 2023, Wellington Phoenix had the chance to sign Francis de Vries, who had recently returned from Europe, but demurred, reasoning (quite rightly) that they already had Sam Sutton and Lukas Kelly-Heald at left fullback. De Vries then played a season for Eastern Suburbs in the Northern League before getting a chance with the new Auckland club. He was a revelation with his devilish delivery from set pieces and open play, and was voted the A-League fans’ player of the year.
12. ANZ joins the family
The announcement of ANZ as a major sponsor turned heads in the corporate and sporting world. The largest bank in the country had been pursued by other sporting entities, so it was a big catch. It was also a change of direction for ANZ, which had typically aligned with national sports organisations or competitions. It has been an active partner at Auckland FC, driving the visibility of the club. There was the “day-one” campaign ahead of the first game, then widespread billboards across the isthmus to celebrate the Premier’s Plate. Ahead of the home semifinal, ANZ unveiled Record Season, a unique celebration commemorated on a vinyl record.
13. The signing of Jake Brimmer
In terms of making a splash within the Australasian football landscape, this was a big one. Though he didn’t have a great season by his standards, Jake Brimmer was a massive name who had won the Johnny Warren Medal two years earlier as the A-League player of the year. It was a statement signing and an early sign of ambition. Dan Hall was another critical early acquisition.
14. Humble Hiroki Sakai
Hiroki Sakai was a brilliant player and leader, and set the early standards, both for young hopefuls and fellow visa players. The club hierarchy was desperate to establish the right culture, and Sakai drove that with his professionalism and humility. His arrival was owed to a combination of serendipitous events. He won the Asian Champions League in 2023 – a lifetime goal – so he had nothing left to achieve in Japan. His wife was keen to live in Australasia, and his agent spotted an article about a new Auckland A-League team in a Japanese newspaper, which started a chain reaction.
15. Competitive culture
Coach Steve Corica sent a message with an early selection decision, opting for Cameron Howieson over Jake Brimmer in rounds two and three. Vice-captain Brimmer was an A-League star – with 170 matches for the Melbourne Victory and the Perth Glory – but Corica was showing that training output and form mattered more than reputation, setting the tone for the rest of the campaign, which was marked by fierce internal competition.
16. Local heroes
The emergence of homegrown talent was vital. They were players that fans could identify with and provided great storylines. Logan Rogerson, after a long road back to the A-League via Germany, Finland and Armenia, scored Auckland’s first goal, then got eight more, including some crucial winners. Liam Gillion sparkled in the spring and became an early cult figure. Nando Pijnaker made crucial interventions at both ends of the field, and de Vries was one of the stories of the season.
17. Opening-day bliss
With only one chance to make a first impression, Auckland FC nailed it. On a sunny afternoon, the sold-out spectacle was a magical day for the sport, after the struggles of the Football Kingz and the New Zealand Knights. There were families everywhere, the Port was in full voice, and the team banked the win, shrugging off significant pressure and expectation.
18. Sliding Doors sequence against Sydney FC
In the 83rd minute of Auckland’s second match, Sydney FC took the lead. However, after a three-minute VAR check, the goal was scratched for offside by the slimmest of margins, prompting a huge roar from the 15,000-strong crowd. Then came the twist, with the 97th-minute winner via Nando Pijnaker’s back-heel. In terms of the connection between fans and the club, what unfolded against one of the league’s heavyweights was huge.
From the Herald match report: “The incredible finale prompted scenes of joy at Mt Smart that reminded us of the Warriors in their pomp and signals good times ahead.”
19. Phoenix gaffe turns first derby
The first derby was headed for a 0-0 draw after a well-contested match. That felt about right, until a howler from Phoenix keeper Josh Oluwayemi in the 89th minute. He directed a pass straight to Brimmer, who finished with aplomb. In the context of the season, it was huge. It continued Auckland’s unbeaten run, allowed them to take the “W” from Wellington in a cheeky dig and positioned the new boys as the top Kiwi club. It was a hammer blow for the Phoenix; a moment that left deep scars and prompted subsequent turbulence, with Oluwayemi benched for seven matches later in the season.
From the Herald match report: “While all the focus had been on Alex Paulsen before the match, it was the new Phoenix keeper who proved the villain with a moment of madness.”
20. The giant slide
Nothing said “Wow, there’s something happening here” than hundreds of kids careening down a 25-metre slide at the opening game. Auckland FC were new, brash and determined to be different. As someone remarked, “I couldn’t imagine rugby doing this.” The slide, which was a massive hit, proved emblematic of the season. There was a huge focus on the game-day experience, with an artificial beach and a Ferris wheel among other attractions. It wasn’t cheap but paid off in spades.
21. Verstraete’s change of heart
When Louis Verstraete was first approached by Auckland FC, he wasn’t interested. It was too far away and New Zealand was out of the question, he told the Herald. Thankfully, the Belgian changed his mind. More than any other player, he was key to Auckland’s eye-catching start of five successive wins and no goals conceded. At a time when the team were finding their feet, he was the defensive anchor in front of the back four and the invaluable link between defence and attack. The switch of striker Guillermo May – another critical figure across the season – to a No 10 role also proved pivotal.
22. Altitude in Adelaide
The round-14 match was a beauty, one of the most intense of the season. In front of the intimidating Coopers Stadium crowd, the expansion team came through their biggest away test to date, equalising twice in a feverish atmosphere, which culminated in Corica’s frenzied celebration after Rogerson’s late, late goal.
23. Moreno’s magic sequence
In the first two months of 2025, Neyder Moreno was almost untouchable. The Colombian had already scored two brilliant goals to start his Auckland career – the volley against Newcastle and the 95th-minute free kick in Melbourne – but then caught fire. There was the first goal in Adelaide, a 96th-minute winner against the Western Sydney Wanderers, the opening goal against Macarthur FC, a delightful assist for the clinching second away to Western United and then three of the first four goals in the third derby, though one was later credited to Rogerson. In that five-game stretch, totalling 288 minutes, Moreno contributed five goals and two assists.
24. The Port
If you go to live sport, you want to feel part of something. The Port became that something for the most active supporters and added so much colour, energy and noise to the Go Media Stadium spectacle, helping to drag in casual fans. In an Auckland context, it was truly unique and turned heads across the A-League. The players thrived with the Port’s backing, and a remarkable number of late goals were scored at that end.
25. Lady luck leaves
The two-legged semifinal against Melbourne Victory had several flashpoints. Moreno’s freakish shot in the dying minutes in Melbourne – bouncing off both posts – then the big deflection for the Victory’s first goal in Auckland, past a wrong-footed Paulsen, before Rogerson’s goal that wasn’t, controversially chalked off by the assistant referee.
Michael Burgess has been a sports journalist for the New Zealand Herald since 2005, covering the Olympics, Fifa World Cups, and America’s Cup campaigns. He is a co-host of the Big League podcast.
OPINION: Whisper it quietly. Football has arrived on these shores like never before.