Ministry of Sport

beIN SPORTS Secures Exclusive Formula 1 Extension Across Asia Through 2030

Posted on February 27, 2026February 27, 2026 by Courtney

Formula 1 and beIN SPORTS have announced a five-year extension of their broadcast partnership, ensuring the network remains the exclusive home of the sport in ten Asian territories until the end of the 2030 season.

The renewed agreement covers a footprint across Southeast Asia and the Pacific, including Singapore, Malaysia, Indonesia, Thailand, Hong Kong, the Philippines, Brunei, Cambodia, Laos, and Timor-Leste.

The deal reinforces beIN’s position as a premier sports destination in a region where F1 interest has seen consistent double-digit year-on-year growth.

Commenting on the extension, F1’s chief media rights and broadcasting officer, Ian Holmes, said: “Since becoming a broadcast partner, beIN SPORTS has created a world-class content offering which brings fans closer to the heart of Formula 1.”

“We are delighted to extend and expand our partnership as we continue to grow the sport and attract new audiences,” Holmes said.

Highlighting the commercial strength of the partnership, managing director of beIN Asia Pacific, Mike Kerr, added: “This renewal reflects our shared commitment with Formula 1 to keep fans at the heart of everything we do.”

“We continue to elevate the fan experience across every screen through deeper access and wider coverage,” Kerr stated.

Strategic Integration and Digital Evolution

The partners flagged plans for the future integration of F1 TV, the sport’s premium OTT service, directly into beIN’s existing platforms. While specific technical details are set for a later date, the move aims to streamline access for the region’s 447 million fans.

A Landmark 2026 Season

The extension ensures beIN will be the gateway for fans during their 2026 season, which will see the introduction of radical new sporting and technical regulations.

The year will also feature the arrival of two new automotive giants to the grid, Audi and Cadillac, alongside a record 24-race calendar that includes the inaugural Spanish Grand Prix in Madrid.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.

St Kilda Secures Major Partner Upgrade with Tech Pioneer LOEWE

Posted on February 27, 2026February 27, 2026 by Courtney

St Kilda Football Club has announced German technology pioneer, LOEWE, to elevate its commitment to become a Major Partner of the club.

The multi-year extension follows a successful inaugural season as a Platinum Partner and covers both the AFL and AFLW programs through the 2026 season and beyond.

Commenting on the partnership, St Kilda chief customer and commercial officer, Mike Scott, said: “We had a great first year with LOEWE and we’re really pleased to see that continuing into 2026.”

“The team at LOEWE have shown genuine belief in what we’re building as a club, and this next step reflects the strength of our relationship and shared ambition,” Scott said.

Noting how the club’s community connection was a primary driver for the increased investment, LOEWE Australia CEO, Paul Riachi, added: “The club’s ambition, energy and connection with its members only strengthened our decision.”

“LOEWE has always been about elevating moments through design and innovation, and we see that same spirit in St Kilda,” Riachi said.

Partnership Perks

As a Major Partner, LOEWE moves into one of the club’s most elite sponsorship tiers. The brand will receive expanded visibility across several key assets:

On-Field Apparel: High-impact branding across both the men’s and women’s playing and training kits.
Match-Day Experiences: Premium design integrations at Marvel Stadium and RSEA Park home games to enhance fan engagement.
Club Environment: Integration of LOEWE’s signature high-performance technology within the Saints’ elite training facilities.

The partnership represents an alignment between the “Moorabbin-based” club and the century-old premium home entertainment brand.

LOEWE, founded in 1923, is globally recognised for fusing high-end aesthetics with cutting-edge engineering, a “luxury” positioning the Saints are keen to leverage as they modernise their own brand identity.

McLaren Racing Unlocks Global Reach with Etihad Airways Partnership

Posted on February 27, 2026February 27, 2026 by Courtney

McLaren Racing has secured a high-profile agreement with Etihad Airways, naming the UAE’s national carrier as an Official Partner of the McLaren Mastercard Formula 1 Team and the McLaren United Autosports WEC Hypercar Team.

The partnership comes as McLaren enters a new era of Formula 1 regulations and continues its aggressive expansion in endurance racing. Etihad will leverage its global network of over 100 destinations to provide logistical support and travel solutions as the team traverses a record-breaking international calendar.

Commenting on the partnership, McLaren Racing CEO, Zak Brown, said: “We’re excited to welcome Etihad as an Official Partner.”

“Working with a global airline that shares our passion for excellence is a natural fit.

Etihad’s commitment to delivering high-quality experiences aligns strongly with our values, and we look forward to working closely together across both Formula 1 and WEC,” Brown said.

Noting the synergy between the two brands’ global ambitions, group CEO of Etihad Airways, Antonoaldo Neves, said: “We are thrilled to team up with McLaren Racing to begin an extraordinary partnership.”

“We are excited to see the Etihad brand across the 2026 McLaren car as it competes worldwide,” Neves said.

High-Visibility Branding and Assets

The deal grants Etihad premium real estate across McLaren’s most visible assets. Starting in 2026, the airline’s branding will be featured on:

F1 Assets: The rear wing and “halo” cockpit protection of the MCL40 race car, as well as the helmets of drivers Lando Norris and Oscar Piastri.
WEC Hypercar: Prominent placement on the McLaren United Autosports entry.
Aviation Fleet: In a major brand integration, Etihad will debut a bespoke McLaren Racing livery on one of its flagship Boeing 787 Dreamliner aircraft later this year.

Commercial Context and Timing

The partnership arrives as McLaren’s commercial roster continues to swell, recently adding Mastercard as a naming rights partner for 2026.

For Etihad, the move evolves its presence in the sport from event-specific, as the long-standing title sponsor of the Abu Dhabi Grand Prix, to a year-round global marketing platform.

ABC Secures Exclusive Audio Rights for AFC Women’s Asian Cup 2026

Posted on February 27, 2026 by Courtney

Football Australia and the ABC have announced a major broadcast partnership, naming the national broadcaster as the exclusive audio partner for the AFC Women’s Asian Cup Australia 2026™.

The agreement ensures that every CommBank Matildas fixture and all knockout stage matches will be accessible via live audio to listeners nationwide.

The partnership comes as Australia prepares to host the prestigious continental tournament from 1 to 21 March 2026, across Sydney, Perth, and the Gold Coast.

The ABC will broadcast a minimum of 17 matches live, providing a critical “no-barrier” secondary platform for fans who are unable to access the primary television coverage on Network 10 and Paramount+.

Commenting on the broadcasting announcement, Football Australia CEO, Martin Kugeler, said: “This is an important partnership that ensures live audio coverage… which will extend the reach of the tournament to football and sport fans across the country.”

“The live audio broadcast on ABC will allow everyone in the nation to get behind the CommBank Matildas and follow their quest to become Asian champions,” Kugeler said.

Emphasising that the move was about removing barriers to entry, ABC managing director, Hugh Marks, added: “The AFC Women’s Asian Cup is a significant tournament on the global football calendar.”

“With Australia playing host, it’s even more important that audiences across the country can follow the tournament,” Marks said.

Strategic Reach and Accessibility

The coverage will span eight metro radio stations, over 40 local stations, and more than 60 digital stations via the ABC listen app.

To streamline the user experience, ABC Sport will launch a dedicated “Asian Cup” button within the app for instant access to live streams and tournament news.

Formula 1 and Disney Extend “Fuel the Magic” Partnership for 2026 Season

Posted on February 27, 2026 by Courtney

Formula 1 has announced a multi-year extension of its “Fuel the Magic” collaboration with Disney.

The announcement comes as F1 reports a total fanbase of 827 million worldwide, a figure that has seen dramatic growth among younger demographics and female fans in recent years.

The partnership, which debuted at the 2025 Las Vegas Grand Prix, will now expand into a season-long campaign for 2026. Blending Disney’s legendary storytelling with the high-octane culture of grand prix racing, the initiative aims to deepen engagement between race weekends through digital content, bespoke merchandise, and immersive fan-zone experiences.

Commenting on the partnership extension, chief commercial officer of Formula 1, Emily Prazer, said: “The continuation of our ‘Fuel the Magic’ campaign with Disney is far greater than just a sports partnership.”

“We’re offering even more unique ways that new and existing audiences can engage with our sport and experience race events like no other,” Prazer said.

Emphasising the longevity of the project, president of Disney Consumer Products, Tasia Filippatos, added: “This year is about turning that moment into a season-long story.”

“A new digital chapter with WEBTOON gives fans a reason to stay connected between race weekends,” Filippatos shared.

Digital Innovation: The WEBTOON Series

A cornerstone of the 2026 campaign is the launch of “Mickey X Formula 1® Racing to the Top!”, an original vertical comic series produced in collaboration with WEBTOON.

Launching on 6 March at the Formula 1 Qatar Airways Australian Grand Prix, the series will release new episodes tied to every race weekend on the 24-race calendar.

Commercial and Retail Expansion

The “Fuel the Magic” campaign introduces a sophisticated retail model that leverages the unique cultural identity of each host city.

Pop-Up Retail: Starting at the Chinese Grand Prix (13-15 March), select races will feature fanzone retail hubs with location-specific Disney x F1 merchandise.
Global Collaborations: Premium eyewear brand Gentle Monster will debut the 2026 Circuit Collection, featuring eight styles including three Disney-inspired designs.
Mass Market Reach: New collections will be rolled out globally through partners including Uniqlo, Huffy, and Culture Kings, spanning apparel, toys, and accessories.

MLS Unlocks New Revenue Stream with Lower-Back Jersey Sponsorships

Posted on February 27, 2026 by Courtney

Major League Soccer (MLS) has officially authorised its clubs to sell a new commercial asset: advertising space on the lower back of jerseys.

This marks the fourth sponsorship zone permitted on the MLS kit, a move designed to capitalise on the global spotlight cast by the 2026 FIFA World Cup hosted across North America.

The new inventory, which sits below the player’s number, is set to go live following the 2026 MLS All-Star Break in late July. The available space is substantial, measuring up to 9 inches wide and 4 inches tall, approximately 80% the size of the primary front-of-jersey sponsorship. This makes it significantly more visible than the existing sleeve patches, which are capped at 2.5 inches.

Commenting on the decision, said MLS Chief Revenue Officer Carter Ladd, said: “We feel like this is the right moment in time to unlock a new asset for our clubs to capture the attention coming out of the World Cup,” “The next era for our league is on the horizon.”

Strategic Leap into ‘MLS 3.0’

The introduction of the lower-back patch is a pillar of Commissioner Don Garber’s “MLS 3.0” strategy. This phase focuses on driving global competitiveness through infrastructure and commercial innovation. The league is currently undergoing a massive transformation, including:

Calendar Realignment: A historic shift to a summer-to-spring schedule starting in 2027 to align with European transfer windows.
Stadium Boom: The April opening of Inter Miami’s USD350 million (AUD491 million) Freedom Park, followed by New York City FC’s Etihad Park in 2027.
World Cup Leverage: A seven-week mid-season break (May 25 – July 16) to accommodate the 48-nation tournament.

Commercial Impact and Valuation

With Inter Miami currently leading the league in revenue at USD215 million (AUD301 million), the addition of high-visibility real estate provides a welcome incremental boost to the average club valuation, which currently sits at USD767 million (AUD1 billion).

Genius Sports and NBC Sports Expand AI-Powered Advertising Across NBA

Posted on February 27, 2026February 27, 2026 by Courtney

Genius Sports Limited has announced a partnership with NBC Sports Regional Networks (NBCSRN), significantly expanding its exclusive, data-powered augmented advertising footprint across live, local NBA broadcasts.

The agreement expands Genius Sports’ augmented advertising network to more than 600 NBA games per season across 15 teams. Combined with a recent agreement covering 11 additional teams, Genius Sports now delivers a scaled national platform that allows global brands to reach NBA audiences with unprecedented precision and contextual relevance.

Expressing his enthusiasm about the partnership, EVP of Genius Sports, Sean Conroy, said: “GeniusIQ is ripping up the playbook of how brands can harness the power of live sports to engage and connect with fans.”

“Our partnership with NBC Sports Regional Networks provides premium, exclusive inventory for brands to transform their advertising strategy with unrivalled content and national reach,” Conroy said.

The GeniusIQ Advantage: Turning Data into Dollars

At the heart of the collaboration is GeniusIQ, the company’s proprietary AI and sports data platform.

Unlike traditional static sponsorship, this system converts live broadcasts into intelligent, immersive brand environments by triggering integrations during high-leverage moments.

Strategic and Commercial Reach

Noting how the value of the partnership is important for both organisation, SVP of Content & Live Programming at NBC Sports Regional Networks, Jon Slobotkin, added: “We’re excited to bring real-time, unique player tracking data storylines to our NBA telecasts… connecting fans with brands in a meaningful way.”

Genius Sports will exclusively commercialise this premium, in-game advertising inventory across linear, digital, and streaming environments. This creates a differentiated monetisation layer embedded directly within the live telecast, moving beyond the “commercial break” model.

This deal follows Genius Sports’ recent USD1.2 billion (AUD1.6 billion) acquisition of Legend, a digital sports and gaming media network. The combined entities are projected to achieve approximately USD1.1 billion (AUD1.5 billion) in group revenue for 2026, positioning Genius Sports as a dominant force in the intersection of sports data, AI, and global advertising.

Key Augmented Insights for Advertisers:

Real-Time Player ID: Instant recognition and statistical overlays for active players.
Shot Probability & Distance: Live percentage-based metrics as a player prepares to shoot.
Heat Maps: Visualisations of player movement and defensive pressure.
Contextual Triggers: Ads that activate specifically during “emotionally charged” moments, such as a clutch three-pointer or a game-saving block.

Premier League Unveils ‘Premier League Plus’ Direct-to-Consumer Pilot in Singapore

Posted on February 27, 2026February 27, 2026 by Courtney

The Premier League has officially confirmed the launch of its first-ever direct-to-consumer (DTC) streaming platform, Premier League Plus, debuting in Singapore for the 2026/27 season.

The announcement, made by CEO Richard Masters at the Financial Times Business of Football Summit on Thursday, marks a historic departure from the league’s traditional model of selling exclusive rights to third-party broadcasters.

The service, long-speculated under the placeholder name “Premflix,” will provide fans in Singapore with live access to all 380 matches per season, alongside a 24/7 dedicated channel and extensive “shoulder” content. The venture is being operated in partnership with existing rights holder StarHub, which currently holds a six-year broadcast deal running through 2028.

A Strategic ‘Learning’ Opportunity

The Singapore pilot is a calculated move to test the league’s internal capabilities in handling promotion, pricing, churn, and distribution.

By maintaining a partnership with StarHub rather than a total bypass, the league is mitigating the risk of a full-scale infrastructure rollout while gaining invaluable first-party data on its global audience of 1.87 billion people.

Infrastructure Hub: Premier League Studios

To support this new era of broadcasting, the league will open Premier League Studios, a massive 73,000-square-footinternational production hub at One Olympia in West London. Moving into the facility in early 2026, the in-house media operation will produce the world-class content required for Premier League Plus and its global broadcast partners.

The decision to launch in Singapore follows a 27% growth in international broadcast revenues during the latest rights cycle. While major markets like the UK (Sky Sports/TNT Sports) and the US (NBC) remain locked into multi-billion dollar traditional deals, the Singapore experiment provides the “backstop” option the league needs as the global media landscape shifts toward streaming dominance.

Qantas Makes History with First Non-Stop Sydney-Las Vegas Route

Posted on February 27, 2026 by Courtney

Qantas has announced it will become the first airline in the world to operate a regularly scheduled non-stop service between Australia and Las Vegas.

The new seasonal route, set to launch on 29 December 2026, will link Sydney directly to Harry Reid International Airport, slashing up to five hours off current travel times by bypassing traditional hubs like Los Angeles and San Francisco.

The service, which will run through 12 March 2027, becomes the 101st destination on the Qantas international network. It is timed to capture peak demand for major global events, including the Consumer Electronics Show (CES) and the National Rugby League (NRL) Las Vegas Festival, which has seen three consecutive years of sold-out charter flights.

Commenting on the announcement, Qantas International CEO, Cam Wallace, said: “Australians’ appetite for international travel continues to be incredibly strong.”

“Our historic fleet renewal is giving us the flexibility to deploy aircraft where we see demand… Las Vegas becomes our 101st destination and is a great example of how we’re using that capability,” Wallace said.

Strategic and Commercial Implications

Australia currently ranks as Las Vegas’ second-largest overseas market and was previously the top international market without a direct air link.

CEO of the Las Vegas Convention and Visitors Authority (LVCVA), Steve Hill, noted that more than 250,000 Australians visit the city annually.

“This service is a testament to the strength of the Australian market for Las Vegas.”

“We are grateful to Qantas for their partnership and confidence in our city,” Hill said.

Boosting Two-Way Tourism

The announcement has also been hailed by the Australian Government as a win for inbound tourism. Minister for Trade and Tourism, Don Farrell, highlighted that 745,000 Americans visited Australia last year, and the direct link is expected to drive those numbers even higher by making the “down under” journey more accessible for travellers in the American Southwest.

The service will utilise the 787-9 Dreamliner’s three-class configuration, featuring 42 Business Class suites, 28 Premium Economy seats, and 166 Economy seats, all equipped with fast, free Wi-Fi – a key selling point for the tech-heavy CES crowd transiting in January.

Port Adelaide Unveils $250m ‘Alberton Square’ Property

Posted on February 27, 2026 by Courtney

Port Adelaide Football Club has officially broken cover on its most biggest off-field project to date, revealing plans for a USD250 million (AUD351 million) mixed-use precinct dubbed Alberton Square.

The announcement follows a carefully executed three-year “secret” acquisition strategy, during which the club secured 26 residential properties surrounding its historic Alberton Oval headquarters.

The parcel of land, spanning approximately 20,000 square metres and stretching to Port Road, will be transformed into a landmark commercial, residential, and health hub.

The club aims for the development to provide a “world-class real estate ecosystem” that future-proofs its finances for at least the next 150 years.

Commenting on the project, Port Adelaide chairman, David Koch, said: “We’ve always said that we want to be a financially powerful club and this is our way of doing it.”

“This will transform the club’s assets to an estimated $250 million over the next decade,” Koch said.

The ‘LA Rams’ Blueprint

The move is modelled on the Hollywood Park development in Los Angeles, where NFL team the LA Rams built a massive entertainment and residential district around SoFi Stadium.

Port Adelaide CEO, Matthew Richardson, noted that global research identified a pattern: innovative sporting clubs are no longer just tenants but landlords, creating independent revenue bases separate from football operations.

Key Precinct Features:

Alberton Square: A reinstatement of one of the district’s five original 1870s public squares.
Residential & Health: Plans for up to 300 apartments alongside integrated health and wellness facilities.
Strategic Hub: Located just 5km from the AUKUS industrial precinct, tapping into significant state growth.

Port Adelaide’s Community and Legacy

While the property play is a commercial blow to the organisation, it also carries a sentimental legacy. Richardson revealed that the club previously owned eight of the 26 houses before being forced to liquidate them in 1997 due to financial fragility during the transition to the AFL.

“The vision was to progressively acquire surrounding properties over a 5–10 year period, which has progressed much quicker than our projections.”

“This asset will underpin the club’s core business and football programs for generations,” Richardson added.

The club will now enter a 12–18 month planning phase, including a code amendment to rezone the land. Member and community information sessions are scheduled for March 16 and March 23, 2026.

Commercial Structure and AFL Support

The acquisitions were managed via the PACF Property Unit Trust, a wholly club-owned entity involving roughly 20 private investors, including Koch. In addition, the AFL has backed the venture with a USD10 million (AUD14 million) line of credit via its new commercial investment fund – one of the first of its kind in the league.

TEG Appoints Live Nation’s Greg Segal to Lead New Sponsorship Powerhouse

Posted on February 27, 2026 by Courtney

Ticketek Entertainment Group (TEG) has appointed industry heavyweight Greg Segal as managing director of its newly formed Sponsorship & Premium Experiences division.

The move marks an evolution for the Sydney-headquartered organisation as it seeks to monetise its vast data ecosystem and integrate brands deeper into the live entertainment fan journey.

Segal joins TEG following a highly successful tenure as president of brand & marketing partnerships at Live Nation Entertainment ANZ, where he led a 50-person team overseeing commercial growth across venues, festivals, and digital platforms.

With over 30 years of experience in entertainment marketing, Segal is widely regarded as one of the most influential commercial strategists in the Asia-Pacific region.

Commenting on his appointment, Segal, said:“Ticketek Entertainment Group sits at the centre of the live experience economy.”

“The opportunity to build a Sponsorship & Premium Experiences division that embeds brands within the Fan journey by leveraging data, insight and digital to drive measurable impact is incredibly exciting,” he noted.

TEG’s Platform Evolution

Under the leadership of TEG’s chief operating officer and head of Global Ticketing, Cameron Hoy, the group is transitioning toward an integrated “platform model.”

This strategy aims to bridge the gap between TEG’s diverse portfolio—which includes TEG Sport, TEG Live, TEG Experiences, and the Ovation data business—to create a unified offering for corporate partners.

Driving Global Revenue Streams

Cameron Hoy noted that Greg Segal’s expertise will be critical in unlocking new revenue streams across the group’s global footprint.

“As we strengthen our Sponsorships & Premium Experiences capability, Ticketek is bringing together specialist talent, commercial creativity and insight to create scalable partnership models that drive new revenue streams and deepen fan engagement,” Hoy said.

By consolidating its sponsorship and premium assets under Segal, TEG is positioning itself to compete more aggressively with global giants like Endeavor and ASM Global.

The organisation aims to offer brands “end-to-end” access to fans, from the initial discovery phase on the Ticketek app to the final encore at a stadium tour.

Segal’s transition is effective immediately, as TEG prepares for a massive 2026 calendar featuring major international sporting tours and high-profile concert residencies.

ESPN Secures Exclusive Formula 1 Rights for Latin America and Caribbean Through 2028

Posted on February 26, 2026 by Courtney

Formula 1 has finalised a major three-year extension with ESPN Inc., ensuring the network remains the exclusive home of the sport across 18 countries in Latin America (excluding Mexico and Brazil) and the Caribbean until the end of the 2028 season.

The deal comes at a pivotal moment for the sport in the region, which has seen a 5% surge in fan numbers since 2024. The total fanbase now exceeds 150 million, with notable demographic shifts showing that 45% of fans are female and 43% are under 35 years old.

Commenting on the partnership, F1’s chief media rights and broadcasting officer, Ian Holmes, said: “ESPN has been a trusted broadcast partner for many years, so we are excited to continue our collaboration.”

“We look forward to working with them into 2026 as the next generation of regulations come into force, which will shake up the competition,” Holmes said.

Multi-Platform Coverage

Starting with the 2026 season opener in Melbourne (6-8 March), the partnership provides a “total access” model across ESPN’s linear and digital ecosystems.

Broad Content Scope: Coverage includes every practice, qualifying session, F1 Sprint, and Grand Prix.
Feeder Series: For the first time, the agreement explicitly highlights the inclusion of Formula 2, Formula 3, F1 ACADEMY™, and the Porsche Super Cup.
Regional Hubs: Streaming will be centralised on Disney+, with specific linear coverage via ESPN Premium in Chile and Fox Sports in Argentina.

The “Colapinto Effect” in Argentina

Driven by local hero Franco Colapinto’s seat at Alpine, Formula 1 has officially become the most popular global sports league in Argentina, surpassing both the NFL and NBA.

The country now boasts 17.2 million fans, a statistic that underscores the regional “star power” currently on the grid, which also includes Sergio “Checo” Pérez (Cadillac) and Brazilian Gabriel Bortoleto (Audi).

ESPN vice president of programming and acquisitions, Michael Walters, stated that the extension “strengthens a strategic alliance that reinforces ESPN’s commitment to excellence in sports content” across Spanish-speaking South America and the Caribbean.

Priceline Pharmacy Signs Two-Year Premier Partnership with Netball Australia

Posted on February 26, 2026 by Courtney

Netball Australia has announced Priceline Pharmacy as the Official Pharmacy, Health and Beauty Partner of the Suncorp Super Netball (SSN) League.

The two-year agreement marks the first time the pharmacy giant has partnered with the national body, following a previous successful seven-year tenure as a naming rights sponsor in South Australian netball.

The partnership arrives as the SSN prepares for the 2026 season, which is set to be the “biggest yet” following a record-breaking 2025 that saw 386,455 fans attend matches across the country.

The collaboration is designed to leverage the league’s dominant female audience, 49% of netball fans are female, providing Priceline with a high-visibility platform to promote women’s health and community wellbeing.

Commenting on the partnership, Netball Australia CEO, Stacey West, said: “We are delighted to partner with Priceline Pharmacy, a brand that shares our deep commitment to empowering women and supporting healthy communities.”

“Netball connects millions of Australians… and this partnership will enhance the experience of our community at every level of the game,” West said.

Noting how the alignment was a natural progression for the brand, general manager of marketing at Priceline Pharmacy, Corrina Brazel, added: “Netball plays an extraordinary role in the lives of Australian women and families.”

“By teaming up with Netball Australia, we’re reinforcing that Priceline Pharmacy is a true destination for women’s health—both on and off the court,” Brazel said.

Strategic Commercial Integration

The multi-tiered agreement will be integrated across several physical and digital touchpoints:

Match-Day Activations: In-stadium promotions and health-focused fan engagement hubs during SSN rounds.
Digital Content: Integrated storytelling across Netball Australia’s social channels and OTT platforms.
Retail Synergy: Leveraging Priceline’s 9.5 million Sister Club members through exclusive in-store promotions and netball-themed campaigns.
Community Engagement: Initiatives designed to champion participation and wellness from grassroots to the elite level.

Bulldogs Toast to the West with New Hop Nation Partnership

Posted on February 26, 2026 by Courtney

The Western Bulldogs have announced that Footscray-based Hop Nation Brewing Co. will serve as the club’s Official Beer Partner for the next two seasons. The collaboration unites two of Melbourne’s most iconic Western suburbs “brands” in a deal that prioritises local identity and community engagement.

Hop Nation, an independent craft brewery established in 2014, has risen to prominence within the Melbourne beer scene through a commitment to full-flavoured styles and its locally celebrated “Footscray Draft.”

Commenting on the partnership, Bulldogs chief commercial and strategy officer, Kon Karavias, said: “Hop Nation’s commitment to Footscray, authentic approach and independent spirit resonate strongly with us as a Club.”

“As a wonderful example of a local success story, we’re thrilled to help showcase their brand,” Karavias said.

Strategic Matchday and Retail Integration

The partnership is designed to go beyond traditional signage, focusing on tangible product integration and unique fan offerings:

Karavias Hop Nation products will be the exclusive craft beer available at Mission Whitten Oval during VFL, VFLW, and AFLW home matchdays.
Collaboration Brew: A dedicated Bulldogs-themed beer is currently in development. This limited-edition release will be stocked in selected pubs and bottle shops throughout Melbourne’s western suburbs, driving commercial value for both parties.
Digital Reach: Hop Nation will be integrated into the Bulldogs’ digital content strategy, targeting the club’s growing “Westside” audience.

Community and Culture

After starting with their flagship ‘The Fiend’ IPA in 2015, the brewery has expanded its range to include the uniquely relevant Dog Nation, a bone broth-based “brew” for dogs—which aligns perfectly with the Bulldogs’ canine-centric branding and pet-friendly community events.

Hawthorn Announce Partnership with Anker SOLIX

Posted on February 26, 2026 by Courtney

Hawthorn Football Club has announced a multi-year agreement with global home battery leader Anker SOLIX. The deal sees the energy storage innovator join the Hawks as a Premier Partner across both the club’s AFL and AFLW programs.

The partnership arrives as Hawthorn prepares for a landmark year, recently settling into its new $100 million Kennedy Community Centre in Dingley Village. As the “Family Club” looks to future-proof its on-field success, the collaboration with Anker SOLIX focuses on “reshaping the future of energy” for Australian households.

Commenting on the partnership, Hawthorn CEO, Ash Klein, said: “At Hawthorn, we pride ourselves on being at the forefront of growth and innovation, making this collaboration with Anker SOLIX a natural fit.”

“We are always looking at ways to give back to our members and fans, and with Anker SOLIX’s global-leading home battery technology, this small change could make a big difference,” Klein said.

Noting how the Hawks’ on-field grit mirrors the brand’s product engineering, general manager of Anker SOLIX APAC, Symons Xie, added: “We see the same resilience in Hawthorn that we build into our products—a refusal to quit under pressure.”

“This partnership delivers real value: helping every Hawks family achieve energy independence,” Xie said.

Digital and Match-Day Integration

Anker SOLIX branding will be prominently featured on AFL match-day signage and across the club’s digital marketing platforms.

In addition, the brand will also gain high-visibility placement on the Hawthorn AFLW off-field apparel, ensuring brand alignment with the club’s rapidly growing women’s fan base.

Key Partnership Pillars:

Player Ambassadors: Senior stars from both the men’s and women’s teams will headline upcoming content campaigns to humanise the shift toward energy independence.
The Hawthorn Network: Anker SOLIX will join the club’s elite corporate networking platform, engaging with industry experts across six bespoke sport and business events annually.
Member Benefits: Hawks members will receive exclusive access to “inner-sanctum” experiences and special offers on the Anker SOLIX X1 home battery range.