Our story
Coffee.Connection.Opportunity.
Game Time Coffee was founded by Jason Williams and Jake Long to use good coffee as a connector, and to create opportunities for the next generation of Indigenous youth in sport.
Good coffee. Good purpose.
Co-founders Jason (AFL coach) and Jake (former AFL player). Jason is proudly Wilman Noongar. Jake is proudly Anmatjere, Kokatha, Tiwi.
GTC was built on the idea that coffee was a powerful connector of people.
Both Jake and Jason come from different Aboriginal upbringings and achieved different outcomes in life. One thing is consistent across both stories. Many people paid it forward and gave them an opportunity. GTC exists to use good coffee as a connector to support the next generation of Indigenous youth in sport. Good coffee. Good purpose.
Good coffee. Good purpose.
Co-founders Jason (AFL coach) and Jake (former AFL player). Jason is proudly Wilman Noongar. Jake is proudly Anmatjere, Kokatha, Tiwi.
GTC was built on the idea that coffee was a powerful connector of people.
Both Jake and Jason come from different Aboriginal upbringings and achieved different outcomes in life. One thing is consistent across both stories. Many people paid it forward and gave them an opportunity. GTC exists to use good coffee as a connector to support the next generation of Indigenous youth in sport. Good coffee. Good purpose.
Great coffee can bring people to the table.
What happens around that table can create something bigger.
Meet the founders.
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Jason Williams
Co-founder · AFL coach
Proudly Wilman Noongar
Jason is an AFL coach and co-founder of Game Time Coffee. Like Jake, he had people who paid it forward and gave him an opportunity. Game Time is his way of doing the same for the next generation.
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Jake Long
Co-founder · Former AFL player
Proudly Anmatjere, Kokatha, Tiwi
Jake is a former AFL player and co-founder of Game Time Coffee. He and Jason came from different Aboriginal upbringings and took different paths, but both stories share people who backed them.
Our journey so far.
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October 2023
Game Time Coffee begins
Jason Williams and Jake Long start Game Time Coffee.
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November 2023
Our first sale
The first bag of Game Time Coffee is sold.
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May 2025
The Game Time Sports Fund launches
A fund to help reduce the financial barriers that keep Indigenous athletes out of sport.
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July 2025
Into our own warehouse
We move into our warehouse and become one of Australia's only Indigenous roasters.
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August 2025
Our first athlete: Maddie Black
We sponsor Maddie Black, professional Muay Thai fighter and coach.
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November 2025
Two more athletes
We sponsor Makayla Colson and Jurrah Penrith.
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April–May 2026
Backing the national Walk for Truth
We donate coffee cart services and hundreds of coffees and hot beverages to Travis Lovett and everyone joining the national Walk for Truth.
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August 2026
Two new coffees
We develop Overtime, a new espresso blend, and The Long Run, an Ethiopian single origin.
