Belushi’s Bars join forces with AFL Europe

As of Australia Day 2015, Belushi’s become the official accommodation and after party venue for AFL Europe. The partnership comes in the wake of a monumentally successful relationship during the 2014 Axios Euro Cup. In addition to promoting all AFL Europe fixtures, the new partnership will involve exclusive team socials, tournaments, and celebrations.

Sophie Herbert, Belushi’s Marketing Manager UK said: “After the great success of hosting the AFL Axios Euro Cup in 2014, it seemed only natural to build on this solid partnership and become official 2015 partners. We’re thrilled to continue hosting post match parties, in addition to offering accommodation through our sister brand St Christopher’s Inns – but we’re also looking forward to some brand new projects. As the home of international sports and epic burgers, this is a great opportunity for the Belushi’s bars across Europe to further support local sports teams, and bring all the sporting action to our customers.”

The 2015 partnership will include Belushi’s bars and hostels being providers during the 2015 Champions League in Amsterdam, where 14 teams from across Europe will come together to compete. Belushi’s will also host a number of AFL Europe events outside of the regular sporting calendar, in partnership with top suppliers and brands.

Ben MacCormack, CEO of AFL Europe said: “We are thrilled to extend our partnership following the success of the relationship during the 2014 Axios Euro Cup. We are constantly on the look out for companies that want to come on this exciting journey of growth and promotion across Europe of our sport. Belushi’s have shown great interest in supporting us, and our membership, in our efforts and we look forward to a long and mutually beneficial partnership. If European teams have a Belushi’s venue in their area we encourage them to get down for a beer and meet the staff especially this Australia Day.”

Belushi’s bars operate six sites in London and individual bars in Edinburgh, Bath, Newquay, Paris, Barcelona, Berlin, and Amsterdam.

Belushi’s are part of the Beds and Bars group, led by CEO Keith Knowles. Other brands operated by the parent company include St Christopher’s Inns backpacker hostels across Europe and the Flying Pig hostels in Amsterdam.

Traditional London pubs – The Hercules Pillars and The Flying Horse – are also part of the group.


ANZAC Cup 2015

2015 sees the 7th edition of the ANZAC Cup on the battlefields of Villers Bretonneux in France. Thanks to the work of previous organisers the CNFA and ABA this event continues to grow into a real highlight on the European calendar. This years event will be held on the 25th April. The aim is to have all players billeted out to local families in what was a real highlight of last years event. A registration fee of around €60 will cover the costs of accommodation for 2 nights, dinner and 2 breakfast’s. If you want to represent Australia and are an ex-pat currently living or travelling through Europe please send us through an email explaining why this would be a special match for you to play in. Playing abilities are not the focus, we are more interested in personal connections to the area or the armed forces and the ANZAC’s special history. In the tradition of the ANZAC spirit kiwi’s are more than welcome to apply.

The series stands at 3 games a piece and is always a fierce battle that is then celebrated by all. As ANZAC Day is on a Saturday this year it is sure to be a very special occasion with a larger than normal crowd.

Please send through your applications to play in a short email to by Jan 30th.

PROJECT sign on for three years

PROJECT Clothing has signed on as AFL Europe’s Official Sportswear Supplier for the next three years.

In a major development for AFL Europe more than 10 companies tendered for the rights to be the Sportswear Supplier. PROJECT have shown a willingness to help grow the game throughout Europe by providing quality apparel and affordable prices including generous discounts for National Bodies, Leagues and Clubs affiliated to AFL Europe. They have devised a streamlined process for ordering, design and delivery with all inclusive costs.

PROJECT Clothing was established as a technical teamwear company available to service the wide range of requirements of sports and teams, particularly Australian Football. Australian owned, PROJECT creates technical clothing for athletes to enhance performance, comfort and confidence. As the name reflects, PROJECT treats each sport and partner as a PROJECT, creating specific garments in consultation with the sport and its athletes, providing superior fit and fabrics across each range.

PROJECT are bringing technical fabrics to Australian Football, including new generation performance compression garments, lightweight fabrics and the introduction of Celliant undershirts for game day or training.

PROJECT also identifies the need for a team to look professional and comfortable off the football field as well as on it. With this in mind they ensure that they carry an extensive casual and training range to ensure a club can offer the highest quality garments across its entire product range.

The PROJECT Europe team is based in London and lives and breathes sports, with extensive industry experience in Europe, the UK and Australia.

Check them out here or contact Steve Ralph – – for all your order enquires including prices.

Orders need to be placed prior to the end of February to ensure delivery in time for season 2015.