Adelaide United is ‘More Than Football’, which refers to our philosophy of being dedicated to fostering a culture and values which are beyond what simply takes place on the pitch.
A football club should be a symbol of the community it represents, but, for the people of South Australia, Adelaide United is more than this, it’s a representation of the entire state, who we are, what we believe in.
At the heart of our culture, Adelaide United’s core values are: Ambition, Loyalty, Integrity, Respect, and Visibility. Every player, coach, staff member, and supporter are expected to uphold these values as a shared responsibility which defines what is expected of Adelaide United and what we stand for in the community.
We exist for the people of South Australia, as a custodian for the game of football, and we serve to foster the passion, pride, and purpose that football evokes within the community.
Our ambition is to be the most engaged, respected, and successful football club in Australia.