The Project
What is Alberton Square?
Alberton Square is a landmark property development project set to strengthen the club’s financial future while delivering lasting benefits to the local community.
The vision for Alberton Square is to deliver a world-class precinct encompassing commercial, health and wellness, community, and residential offerings - directly connected to the elite high-performance and community sport facilities at Alberton Oval.
The development will open the Alberton Oval precinct through to Port Road, across almost 20,000 square metres of prime land.
This unique and vibrant mixed-use hub is importantly aligned with the South Australian Government’s strategic growth priorities and will enhance the broader Alberton area.
Who is responsible for the Alberton Square project?
Port Adelaide established the Port Adelaide Football Club Property Unit Trust (PAFCPUT) in February 2023, the Trust is wholly owned by the club.
The project is being worked on by a dedicated group of experienced, strategically focused professionals operating independently of the club’s day-to-day football operations.
This includes a separate board, management and consulting team responsible for the strategic leadership of the project.
How many properties have been acquired by the Trust for the Alberton Square project?
Since 2023, the club has secured 26 residential properties between Alberton Oval and Port Road, with the project supported by a group of private investors and the AFL.
How do the residents feel about the Port Adelaide Football Club buying their homes?
The Trust has acquired all properties at market value or more and all residents have been supported in their individual situations. Current tenants have been notified and will have at least 18 to 24 months to relocate before the next stage commences.
Is the City of Port Adelaide Enfield and the City of Charles Sturt aware of this activity by the Port Adelaide Football Club?
Yes. Both the City of Port Adelaide Enfield and City of Charles Sturt have been briefed on the project and the vision for the Alberton Square development project.
Is the State Government aware of this activity by the Port Adelaide Football Club?
What do they think about this?
Yes. The local members of Parliament and the Minister for Planning have been briefed on this project.
This unique and vibrant mixed-use hub is importantly aligned with the South Australian Government’s strategic growth priorities and will enhance the broader Alberton area.
Where did the name Alberton Square come from?
The project’s working title, Alberton Square, is a fitting homage to the history of the Alberton district.
When the area was first master planned in the 1870s, the district of Alberton featured five strategically located public squares and parks, of which only two remain today.
Through the initial design of this development, and its emphasis on expanded public and community spaces, the intention is to reinstate one of those historic squares, returning something meaningful to the original fabric of the neighbourhood.
Club Impact
What direct impact is Alberton Square currently having on the club?
In 2022, the board and executive undertook a strategy workshop to look beyond debt reduction, which was our primary financial goal to 2025, and define a medium to long-term business model for revenue diversification.
Global research identified a compelling pattern: the world's most innovative sporting clubs had developed multi-use commercial precincts around their stadiums and training venues, leveraging sport infrastructure and community to create vibrant, multi-use communities and valuable real estate ecosystems.
From this a vision emerged to develop an asset base that would generate sustainable annual revenue, appreciate in value over time, and critically, sit outside the cyclical revenues and fluctuations traditional to professional sport.
A first-of-its-kind initiative in the AFL, Alberton Square will diversify the club’s revenue streams and establish a strong financial foundation, creating an independent revenue and asset base separate from its core football business.
What funds did the club use to secure 26 properties?
The PAFC Property Unit Trust and the AFL have provided investment funds.
The PAFC Property Unit Trust was established with investors who are supporters of the club and the vision to create this legacy asset development for the club in the medium and long term.
The AFL has established an investment fund available to clubs for commercial projects. This is one of the first investments made through this fund.
What does Alberton Square mean for our club's future?
Alberton Square represents a transformational opportunity for the club's future.
The project will change the financial model and business of sport in Australia by diversifying Port Adelaide’s business model beyond traditional football revenue.
In time, this asset could generate significant recurring revenue for the club. This will underpin the club’s core business operations and football programs.
As a commercial asset, the value of the asset will increase over time and can be leveraged for further investment opportunities.
Community Impact
How will Alberton Square impact the local community?
The parcel of land that currently exists as the proposed Alberton Square site will be greatly improved on its current state, should this development be successful.
The project will also contribute to addressing housing demand in the area.
What will Alberton Square bring to the local community?
It will be a world-class commercial, health, wellness and residential precinct designed to showcase a highly activated and advanced future for Alberton, connected to Alberton Oval.
The project will also contribute to addressing housing demand in the western suburbs while providing improved facilities and opportunities for the local community, complementing the recent and ongoing transformation of Alberton Oval.
How can residents provide feedback about the proposed project?
Community and stakeholder engagement will be a major part of this project and any planning processes, including a formal six-week consultation period.
We are committed to working collaboratively with residents and broader stakeholders to achieve outcomes that are mutually acceptable and beneficial.
Port Adelaide will hold information sessions on the Alberton Square concept for members on Monday, March 16, and for the local community on Monday March 23 from 6 to 7pm at the Port Club.
Those interested in attending can register here for members, and here for local community members.
What’s Next
What are the next steps for the Alberton Square project?
In the coming month, Port Adelaide will lodge a ‘Proposal to Initiate a Code Amendment’.
This is the first formal step in seeking to rezone the land to allow for mixed-use and residential development, including buildings of specific stories and heights aligned with planning requirements.
How long will the formal planning process take?
There are still many investigations to complete and extensive community consultation to undertake, so it is difficult to predict exact timeframes.
However, we estimate that the Minister may be able to consider all information and decide on the rezoning in approximately 12 months. No planning consents for the actual development can be granted for the proposed development until the land is rezoned.
How can I find out more information?
Port Adelaide Football Club Property Unit Trust will hold member, resident and community information sessions at the Port Club next month.
Those interested in attending can register as follows:
Member Forum
Monday 16 March 2026
6.00 pm – 7.00 pm
Register here
Resident and Local Community Forum
Monday 23 March 2026
6.00 pm – 7.00 pm
Register here
