Andrew J. Weber
Hi! I'm a creative director, coach and festival organiser from Australia. I design brands and build clubs and gatherings for independent football, the game played for love rather than money. I founded the Berlin Indie Football Festival and SFC Unicorns.
For 15 years I've brought people in football together: 100+ players at my club, 25+ speakers and 200+ attendees at BIFF 2026, and the brands that want to be part of the grassroots game. I hold a Master's in High Performance Football Coaching and was Creative Studio Lead at Deloitte Digital. I'm based in Berlin, Germany.
Worked with and supported by
Vfl Wolsburg
Deloitte Digital
New Balance
Where Is Football
Featured in HEIST
My focus
Independent football
99% of people around the world play football without any money, yet the game is shaped around the other 1%. I believe the future of football is indie: clubs and projects that are independent, joyful and big in impact.
Everything I do is about giving the people who lead those communities the platform, the identity and the ideas to do it better.
“Whatever it is, the way you tell your story online can make all the difference.”
“Whatever it is, the way you tell your story online can make all the difference.”
Coming June 2027
Berlin Indie Football Festival
Three days of market, conference and tournament, the weekend before the Women's World Cup. Built by and for the people who make grassroots football happen, with women's football at the centre.
Brand design for football
Football is never just about the game. It's about identity, belonging and community. I help football organisations and brands build identities the grassroots actually believes in, drawing on 15 years of creative direction and a lifetime inside the game.
Selected Work
VfL Wolfsburg · Women's football
StrongHER
Name and identity for a girls' football empowerment programme. Four years on, it runs in 2 countries, reaches 228 girls a year and sits on the sleeve of the 2025 Chattanooga FC Women kit.
Festival Branding · Football culture
Indie Football
A brand and festival built from zero. 200.000+ organic views in six months with no paid media, and 200+ paying festival attendees.
Does this sound like you?
You're building a women's football project and need a brand that's taken seriously
You're launching football tech and want the grassroots to trust it
You run a venue or label and want real community around it
You want to back grassroots football without faking it
Club Branding · Community
SFC Unicorns
Identity, kits and community for my own club. From one team of 25 to 100+ members, with 60% of the original squad still involved.
Photography books · World Cup
No Hands
Brand and layout for three World Cup photography books, 2014 to 2022. All three Kickstarters funded, by 726 backers in total.
Talks and interviews
I speak and run workshops on independent football, club identity and coaching with joy.
Invite me to speak
Football Doesn't Need Permission
Panel · STANDS Festival 2026
Building a club identity
Workshop · Berlin Indie Football Festival 2026
Joy Is a Weapon
Workshop · Berlin Indie Football Festival 2026
Want to work together?
Get in touch for brand projects, festival partnerships or speaking.
Write to me
Andrew J. Weber
studio@andrewjweber.org
@andrewjweber(Instagram)
LinkedIn
Berlin, Germany
Designed by Miho Soon, 2026