Ministry of Sport

Brisbane Heat Secures Global Partnership with Seiko for Celebrity First Ball Activation

Posted on August 28, 2026 by Courtney

The Brisbane Heat have announced a partnership with global watch brand SEIKO, under the agreement, SEIKO will serve as the official presenting partner of the club’s popular pre-game entertainment routine, officially titled the SEIKO Celebrity First Ball, which precedes every home fixture in Brisbane.

Launched in 2023 with acclaimed musician Amy Shark delivering the inaugural delivery, the pre-game activation has evolved into a staple of the Heat’s match-day experience. The tradition has attracted a wide array of Australian and international personalities across entertainment, media, and elite sport, including media personality Dr Chris Brown, tennis professional Frances Tiafoe, and various stars from rugby league, AFL, and Olympic disciplines.

Brisbane Heat GM of marketing and commercial, Pete Lock, welcomed the collaboration, underscoring the shared innovative ethos between the two organisations.

“We’re thrilled to have a global brand of the stature and standing as SEIKO join the Brisbane Heat.”

“SEIKO pride themselves as always one step ahead of the rest and the Heat are driven by the same line of thinking,” Lock said.

Lock added that the initiative continues to generate exceptional excitement on game days, offering fans an engaging spectacle prior to the first official ball of play.

Emphasising the alignment between the watchmaker’s heritage in sports timing and the franchise’s commercial success, head of SEIKO, Brett Neill, said: “We’re incredibly excited to begin our partnership with the Brisbane Heat and to align SEIKO with a club that has enjoyed such strong success both on and off the field.”

“SEIKO has a long and proud history of partnering with sport in Australia and around the world, and we look to work with organisations that share our commitment to performance, innovation and creating meaningful connections with their fans,” Neill stated.

As pre-season preparations ramp up, the partnership highlights the growing commercial viability of Big Bash League clubs in securing blue-chip global sponsors.

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!.

Former NBA Rookie of the Year Michael Carter-Williams Joins Brunswick Sports Management as Partner

Posted on August 28, 2026 by Courtney

Former NBA Rookie of the Year Michael Carter-Williams has pivoted from his decorated playing career to elite athlete representation, joining Boston-based boutique firm Brunswick Sports Management as a partner to lead its expanding basketball practice.

Operating from Fairfield, Connecticut, Carter-Williams will serve alongside founder Julian Aiken within the boutique agency, which currently manages thirty-eight clients across the National Football League, National Basketball Association, collegiate ranks, and high school levels, providing comprehensive business management, media representation, and community engagement support.

The appointment comes as Brunswick Sports Management capitalises on broader market momentum following recent off-the-field client acquisitions across major professional codes. Carter-Williams transitions to the firm after previously serving as founder and chief executive officer of NIL agency SOL Sports Group.

While stepping into his new executive role without carrying over a legacy client roster, Carter-Williams emphasised that his extensive firsthand experience navigating the complexities of professional sport will be instrumental in mentoring emerging athletes and shaping robust commercial strategies.

“I’ve been in probably every position possible.”

“From being the best player to the sixth man, the eighth, ninth man, and each time it comes with different struggles, so I can relate to any athlete.”

“The biggest thing that I just want to implement with all the guys is just creating a plan for them and helping them create good habits,” Carter-Williams said.

Brunswick Sports Management founder, Julian Aiken noted that the partnership aligns with the firm’s overarching growth objectives, which include a pronounced expansion into Name, Image, and Likeness representation while continuing to deliver tailored marketing and post-career planning for established professionals.

The agency aims to ensure athletes construct sustainable financial foundations and transition successfully into their post-playing careers.

“We just want to grow things on the NIL side. It’s definitely going to be a big focus for us.”

“The aim is to make sure that guys are able to find their 2.0 and that we’re able to leave them better than we found them,” Aiken said.

Football NSW Launches Futsal Club Standards Framework to Elevate Elite Competition Pathways

Posted on August 28, 2026 by Courtney

Football NSW has officially introduced a Futsal Club Standards framework designed to support the ongoing growth, professional development, and commercial sustainability of clubs participating in the organisation’s elite futsal competitions.

Developed to establish robust industry best practices, the initiative serves as a benchmarking tool to help clubs identify operational strengths, address development areas, and enhance governance standards both on and off the court.

The framework is benchmarked annually across six core operational pillars: sporting, infrastructure, operations, technical, legal, and financial.

By structuring evaluations across these domains, Football NSW aims to align local club operations with national and international benchmarks, providing a clearer progression pathway for clubs seeking eligibility into higher-level competitions, including Football Australia, ASEAN Football Federation (AFF), and Asian Football Confederation (AFC) club championships.

The initiative will be rolled out in carefully structured phases to allow clubs adequate time to adapt to the new benchmarks:

Phase One – 2026 (Preliminary Delivery): Introduction of the framework, establishment of baseline metrics, and familiarisation with organisational expectations.
Phase One – 2027 (Confidential Delivery): Continuation of confidential benchmarking, enabling clubs to strengthen internal environments without public exposure.
Phase One – 2028 (Public Delivery): Transition to public transparency regarding standards achieved across elite futsal competitions, recognising clubs across four distinct classifications: Gold, Silver, Bronze, and Committed to Development.
Phase Two – 2029 and Beyond: Expansion of the framework to incorporate advanced technical development and individual club evaluations, reinforcing long-term strategic growth.

Ultimately, the initiative is structured to support rather than penalise clubs, offering practical direction to foster high-performing, sustainable futsal environments across New South Wales while strengthening alignment between the state governing body, member federations, and local clubs.

DAZN Acquires EverPass Media to Accelerate US Market Expansion and Launch Commercial Division

Posted on August 28, 2026 by Courtney

DAZN has acquired EverPass Media in a transaction designed to solidify its commercial foothold in the United States market.

Established in 2023 by RedBird Capital Partners and 32 Equity—the National Football League’s venture capital arm—EverPass specialises in distributing live sports to commercial venues such as bars, restaurants, and hotels, holding exclusive commercial distribution rights to the NFL’s Sunday Ticket package alongside partnerships with major networks. Following the acquisition, EverPass will be rebranded as DAZN for Business, operating as a dedicated global division while RedBird, 32 Equity, and TKO become shareholders in DAZN.

Highlighting the importance of the transaction in scaling the organisation’s global footprint, DAZN CEO, Shay Segev, said: “This is an important step in DAZN’s journey to become a global home of sport.”

“EverPass Media gives us a proven commercial distribution platform, deep relationships across US venues, and an attractive portfolio of premium rights that perfectly complements our growing US business.

“DAZN can now serve every type of customer in the US, from individual sports fans using the DAZN app to commercial venues looking to provide the best possible viewing experience for their customers,” Segev said.

Segev added that the deal puts the company in “a strong position” to “play an increasingly meaningful role in the US sports market”.

This transaction allows DAZN to bypass expensive national broadcast rights auctions while establishing deep infrastructure ties across the American hospitality sector, reshaping how live sports are distributed to public venues.

The acquisition marks the latest phase in DAZN’s aggressive North American expansion, following its recent purchase of streaming technology company ViewLift and partnerships with regional sports networks.

By integrating EverPass’s established venue distribution network, DAZN bridges the gap between individual consumer streaming and commercial hospitality environments.

EverPass chief executive Alex Kaplan will continue leading the division and assume an expanded role within DAZN as the company invests in broadening the platform’s geographical reach and content portfolio.

Adelaide 36ers Secure Momentum with Key Partner Renewals Ahead of NBL27 Season

Posted on August 28, 2026 by Courtney

The Adelaide 36ers have announced a series of high-profile partner renewals with leading South Australian businesses.

The club’s latest commercial rollout highlights a strong community-driven economic strategy, featuring continued backing from Aceit Transport Solutions, Australian Outdoor Living, Barnacle Bill, Jones Radiology, Refined Real Estate, and Key Assets.

Aceit Transport Solutions highlights the prolong of the club’s network, entering its eighth consecutive year as an official partner. The collaboration aligns two proudly South Australian, family-owned organisations as Aceit approaches its milestone 30th anniversary year.

Meanwhile, Australian Outdoor Living returns to drive fan engagement through interactive game-day activations, building upon a two-decade history of enhancing residential living spaces.

Refined Real Estate also renews its agreement to facilitate unique fan-player connection opportunities, while Jones Radiology maintains its role as the club’s official imaging partner, safeguarding player health and welfare across elite high-performance fixtures.

Praising the loyal network of several enterprises for their sustained financial and community commitment, Adelaide 36ers CEO, Nic Barbato, said: “Our partners don’t just support the Adelaide 36ers, they are part of our community.”

“These are local businesses who employ South Australians, serve South Australians and invest in the communities we all call home.

“When local businesses back one another, everyone benefits, and we’re incredibly grateful to have such a strong group of partners standing with us as we head into NBL27,” Barbato said.

South Australian hospitality icon Barnacle Bill returns with its popular promotional campaign offering fans a discount when opposing teams fail to score within the opening thirty-six seconds of the second half restart.

Additionally, Key Assets expands its portfolio by stepping in as the presenting partner for the upcoming Kids Round scheduled for Sunday, December 13, directing focus toward supporting vulnerable children, young people in care, and their families across the state.

Khosla Family Completes League-Record $9.612 Billion Acquisition of Seattle Seahawks

Posted on August 28, 2026 by Courtney

National Football League owners have voted unanimously to approve the sale of the Seattle Seahawks franchise to the Khosla family, spearheaded by Vinod, Neeru, and Neal Khosla, following an agreement with the Paul G. Allen Estate.

Finalised at a league-record price of USD9.612 billion (AUD13.350 billion), the transaction transitions ownership away from the Allen family, who have held the asset since Paul Allen purchased the club for $194 million in 1997.

The blockbuster change in control occurs as the organisation comes off its second Super Bowl victory in franchise history, having defeated the New England Patriots twenty-nine to thirteen earlier in the year.

Addressing the ownership transition at the league meetings in Atlanta, Vinod Khosla, expressed enthusiasm for the unique timing of the acquisition.

“How often do you get to buy a franchise that just won the Super Bowl?”

“We are incredibly lucky and humbled by this gift, I would say, from the Allen trust,” Khosla remarked.

NFL Commissioner Roger Goodell endorsed the incoming ownership group, noting their advantageous timing while expressing full confidence in their operational stewardship.

“I know, most importantly, with tremendous confidence that they will be tremendous caretakers of the Seattle Seahawks, the organisation and the great partnership they have with the community,” Goodell stated.

Under the terms of the arrangement, the Seahawks will remain anchored in Seattle, where they maintain a lease at Lumen Field extending through 2032 alongside three subsequent ten-year options.

Addressing long-term infrastructure plans, Khosla described the venue as an iconic cornerstone of the brand, confirming intentions to collaborate closely with local management and stakeholders.

The sale represents another major divestment for the Paul G. Allen Estate following the September agreement to sell the Portland Trail Blazers to an investment consortium led by Tom Dundon.

With the Seahawks transaction setting a new financial benchmark for North American sports franchises, the new leadership group faces clear expectations. Outlining his immediate mandate for the reigning champions, Khosla concluded: “The task ahead is actually pretty simple. Keep the winning streak alive. Get another Super Bowl.”

WWE Secures Three-Year Partnership with Western Australia to Bring Premium Live Events to Perth Through 2028

Posted on August 28, 2026 by Courtney

WWE has signed a three-year partnership with the Western Australian Government, secured through Tourism Western Australia, ensuring Perth will host annual WWE Weekend Takeovers featuring major Premium Live Events from 2026 through 2028.

The partnership kicks off with Wrestlepalooza: Perth on Saturday, December 12, 2026, establishing a major multi-day entertainment festival at the RAC Arena designed to capture high-value tourism expenditure and international media exposure.

The agreement builds directly upon the sustained commercial success of previous blockbuster fixtures hosted in the region, including Elimination Chamber in 2024 and Crown Jewel in 2025.

Collectively, those prior engagements attracted tens of thousands of interstate and international visitors while injecting more than AUD58 million directly into the state economy. Government and tourism stakeholders are banking on similar high-yield economic returns from the expanded three-year commitment, which leverages major sports tourism as a primary driver of regional visitor expenditure, hospitality occupancy, and global broadcast reach.

Under the new schedule, the weekend eventwill commence on Friday, December 11, with a live broadcast of SmackDown, culminating with Wrestlepalooza: Perth on Saturday, December 12, and concluding with a live airing of Raw on Monday, December 14.

In addition to the televised arena shows, the multi-day festival will incorporate comprehensive community engagement activations, official merchandise superstores, and athlete meet-and-greet sessions distributed across the city to maximize fan participation and retail revenue.

Ticketing operations will open with a dedicated pre-sale on Wednesday, September 9, followed by general public access for three-event combo passes on Thursday, September 10.

Lastly, premium hospitality experiences and luxury travel packages will be managed globally through On Location, offering corporate buyers and high-spending consumers exclusive ringside access, pre-show hospitality, and VIP athlete interactions.

Unrivaled Women’s Basketball League Secures $650 Million Valuation Following Oversubscribed Series C Fundraise

Posted on August 27, 2026 by Courtney

The professional women’s basketball league Unrivaled has officially announced that its Series C fundraise, led by Ten Pillars Sports Fund and backed by UC Investments, has surpassed its initial USD100 million (AUD139 million) target to become heavily oversubscribed at a striking new league valuation of USD650 million (AUD904 million).

A cornerstone of the organisation’s disruptive business model is its player-first compensation structure, which provides participating athletes with substantial equity opportunities alongside competitive base salaries and benefits.

As the enterprise continues to scale rapidly across ticketing, merchandise, and digital broadcast ecosystems, the value of the player equity pool has surged by more than 550 percent since inception, now resting at nearly USD200 million (AUD273 million) and cementing athletes as the league’s largest shareholder group.

Sharing the commercial implications of the funding increase, Unrivaled CEO and co-founder, Alex Bazzell, said: “This raise is fueling the next stage of Unrivaled’s growth and expanding our impact across the women’s basketball ecosystem.”

“We’re partnering with investors who share our vision to create lasting value and greater opportunity for the best players in the world, while continuing to elevate the game for fans.

“Unrivaled was built by players and for players, and their ownership, leadership and ambition continue to drive the league forward and define a new model for the sport,” Bazzell stated.

Highlgting the momentum behind women’s professional sport, chief investment officer at UC Investments, Jagdeep Singh Bachher, added: “The moment for women’s sports is here, young people get it.”

“We get it. Anyone who’s watched Unrivaled knows this game is every bit as thrilling as any other sport out there.

“We’re excited to help propel that momentum forward,” Bachher noted.

Emphasising that the capital will directly enhance operation as preparations accelerate for the third season tipping off in January 2027 with national broadcasts across TNT Sports, Co-founder, Breanna Stewart, added: “This raise reflects the confidence investors have in what we set out to build at Unrivaled: a league where the best players in the world have a real stake in the value they create,” Stewart affirmed.

The Series C round attracted a high-profile roster of incoming and returning investors, including Jenny Just, alongside major reinvestments from sports icons and institutional firms such as Carmelo Anthony, Geno Auriemma, the Berman Family, Bessemer Venture Partners, Ashton Kutcher, Alex Morgan and Trybe Ventures, Dan Rosensweig, and Trae Young.

The latest financing milestone follows a highly successful sophomore season that saw the league expand to eight clubs and 54 players, alongside record-breaking attendance figures at sold-out venues in Philadelphia and Brooklyn.

Founded in 2023 by WNBA luminaries Napheesa Collier and Breanna Stewart, the competition was established with a clear mandate to empower athletes as true equity stakeholders, ensuring their voices and ownership positions directly shape the commercial trajectory of the sport.

Sprite Announce Partnership with NBL and WNBL as Official Soft Drink Partner

Posted on August 27, 2026 by Courtney

Sprite has signed a multi-year partnership with the National Basketball League (NBL) and Women’s National Basketball League (WNBL), stepping in as the Official Soft Drink Partner commencing with the 2026-27 season.

The agreement integrates Sprite courtside across Australia’s premier basketball competitions, spanning regular-season fixtures, HoopsFest, the Finals Series, and the NBL Next Stars program. Sprite signs as the official soft drink partner of the NBL and WNBL for upcoming seasons.

At the core of the partnership is a dunk-focused content platform titled “The Freshest Dunks”, designed to capture high-energy moments across broadcast, digital feeds, and in-arena screens. The partnership also emphasises the rapid commercial growth of the women’s game, amplifying WNBL athletes through integrated social campaigns.

Commenting on the partnership, Sprite marketing director, Gemma Versteeg, said: “Sprite and basketball have been intertwined for decades.”

“Bringing that story to the local NBL and WNBL is a natural next step.

“Australian basketball is fast, growing and unapologetically itself, which is exactly what Sprite stands for.

“We’re here to own the freshest moments in the game and give fans something worth talking about,” Versteeg said.

Emphasising the economic impact of welcoming major corporate backing to the organisation, NBL group CEO, David Stevenson, added: “Sprite has been a global supporter of elite basketball for a long time, and it’s great to see our connection growing in Australia and New Zealand alongside the continued growth of the NBL and WNBL.”

“Partners like Sprite continue to fuel that trajectory, and I want to personally thank Ahmed and the team at Coca-Cola Australia and New Zealand for backing our players, our fans and the future of elite basketball,” Stevenson said.

Echoing these sentiments, WNBL chief strategy and basketball partnerships officer, Lauren Jackson pointed to the commercial momentum driving women’s professional sport.

“The WNBL is growing faster than ever, with bigger crowds, more people watching our games and a new generation of fans connecting with our players.”

“Partnerships like this are important because they help us celebrate the moments that make basketball so exciting and put our athletes in front of even more Australians,” Jackson noted.

LIV Golf Faces Massive 90 Per Cent Workforce Reductions as PIF Funding Concludes

Posted on August 27, 2026 by Courtney

LIV Golf announced that approximately 90 per cent of its workforce will be laid off following the conclusion of the Saudi Arabian Public Investment Fund’s financial backing.

Around 300 personnel across New York and London offices are affected, with executives and a skeleton crew retained as chief executive Scott O’Neil scrambles to secure between USD250 (AUD348 million) million and USD300 million (AUD417 million) to launch a scaled-back “LIV 2.0” in 2027.

In an official statement, the organisation addressed the transition.

“The funding commitment announced by PIF earlier this year will reach its conclusion.”

“As a result, we are scaling back operations as we transition to the next chapter of LIV Golf and work toward making LIV 2.0 a reality.

“This week, we informed many of our colleagues that their employment under LIV 1.0 will end in the first week of September.

“We are grateful to our employees for their hard work and dedication in building LIV Golf, and we remain committed to supporting those affected through this transition.”

Despite the corporate restructuring, player optimism persists within select quarters. Speaking at the British Masters, golfer Tyrrell Hatton expressed confidence regarding the competition’s survival.

“I would expect there to be LIV next season, I know they have worked really hard to getting funding stuff in place – So I know it’s full steam ahead on that front,” Hatton said.

O’Neil has established a strict September deadline to finalise funding, with London-based private equity firm BC Partners understood to be the lead investor reviewing a signed term sheet. However, with bankruptcy not officially ruled out, vendors, contractors, and star players, including Jon Rahm, who reportedly awaits a nine-figure portion of his initial USD300 million (AUD417 million) signing fee, remain exposed.

Under the proposed LIV 2.0 model, operations are expected to contract dramatically, featuring a reduced 10-event schedule and prize purses slashed to between USD6 million (AUD8 million) and USD10 million (AUD13 million).

Geelong Fined $140,000 by AFL Over Unlodged Concussion Waiver in Jake Kolodjashnij Contract

Posted on August 27, 2026 by Courtney

The Geelong Football Club has been hit with a $140,000 financial sanction by the Australian Football League following an independent investigation into the club’s failure to officially lodge a concussion waiver included in defender Jake Kolodjashnij’s 2024 contract.

The penalty comprises a $100,000 fine alongside a $40,000 suspended sanction, stemming from league reviews into broader governance and third-party arrangements.

The AFL engaged James Peters KC to conduct an independent review after revelations broke regarding the controversial contract clause, which required the 2022 premiership player to assume full legal responsibility for future brain trauma in order to continue his professional career following multiple concussions.

Mr Peters concluded that the omission of the contract variation was an administrative oversight rather than a deliberate infraction, though the governance lapse placed intense inspection on club leadership, including chief executive Steve Hocking and current AFL chairman Craig Drummond.

Defending the club’s handling of the delicate medical and legal situation prior to the penalty announcement, Mr Hocking maintained that there was “not a lot” the organisation would change in how it managed the complex process.

The arrangement, designed to allow Kolodjashnij to remain on the playing list safely with comprehensive insurance backing, has since sparked widespread industry debate regarding player welfare, legal liabilities, and the boundaries of informed consent in professional sport.

Addressing the controversy over the weekend, Geelong president Grant McCabe described the agreement as a “voluntary assumption of risk” and emphasised that extensive consultation took place with external stakeholders and officials when the pact was originally finalised.

While the player has spent time away from senior selection during the height of the public inspection, Kolodjashnij has returned to training at the club ahead of its upcoming finals campaign.

AXS Secures Major Partnership Across Seven Elite Melbourne Sporting Clubs

Posted on August 27, 2026 by Courtney

Global ticketing platform AXS has announced multiple partnerships to become the official ticketing partner for seven of Melbourne’s premier sporting organisations.

Building on its foundational agreement as the official ticketing partner of the Melbourne Park precinct, AXS will now manage ticketing operations for the South East Melbourne Phoenix, Melbourne United, Melbourne Victory, Melbourne Vixens, Melbourne Mavericks, Melbourne Storm, and Melbourne City FC.

This announcement brings some of the city’s most passionate sporting communities under one unified ticketing ecosystem, streamlining access for fans across basketball, football, netball, and rugby league.

The partnerships integrate AXS deeply into each club’s commercial operations, spanning apparel branding, match-day activations, precinct partnerships, and exclusive fan experiences such as the AXS Seat Upgrade program.

Commenting on the partnership, CEO of AXS Australia New Zealand, Andrew Travis, said: “Melbourne sports fans set a high bar, they know what a great live experience looks like, and they expect their ticketing experience to live up to it.”

“What I love about these partnerships is that every club has its own personality.

“We don’t want to turn up with the same playbook everywhere.

“We want to add something to the experiences fans already love — from making it easier to get and manage their tickets to surprising fans with upgrades to some of the best seats in the house,” Travis said.

As respective seasons and on-sales commence, tickets for the participating clubs will transition to the AXS platform and mobile application. The launch coincides with the opening of a dedicated AXS Fan Hub within the Melbourne Park precinct, providing fans with direct, in-person support.

Destination Sport Appointed Official Tournament Travel Provider for NWC Sydney 2027

Posted on August 27, 2026 by Courtney

Destination Sport has been officially appointed as the Official Tournament Travel Provider for the Netball World Cup Sydney 2027.

Scheduled in Sydney from 25 August to 5 September 2027, the tournament will host sixteen competing teams, officials, and international guests. The travel logistics, including flights, accommodation, and ground transportation, will be managed by Destination Sport Travel, operating from its Oceania headquarters in Sydney.

The tournament marks the third time Sydney has hosted the prestigious event. NWC2027 will introduce a new Cup and Plate competition structure, ensuring all teams continue competing throughout the tournament to enhance commercial value and fan engagement. Managing athlete and equipment logistics across this format requires specialised expertise.

Commenting on the announcement, head of Destination Sport Travel – Australia, Emma Wood, said: “We are delighted to be appointed as the Official Tournament Travel Provider for the Netball World Cup Sydney 2027.”

“This is a hugely significant event for the sport and a fantastic opportunity for our team in Sydney to support the delivery of a world-class tournament on home soil.

“Our role is to ensure that teams, officials and guests are supported by a seamless, reliable and high-quality travel operation from start to finish.

“Major international events demand careful planning and specialist expertise, and we are proud to bring Destination Sport’s global experience and local knowledge to Netball World Cup Sydney 2027,” She said.

Echoing her sentiments, CEO of NWC2027, Jane Fernandez, added: “Tournaments of this scale demand meticulous planning and highly specialised travel management.”

“From transporting athletes, officials and guests to coordinating the movement of essential equipment, every detail is critical to the successful delivery of a world-class event.

“We’re delighted to welcome Destination Sport as the Official Tournament Travel Provider for the Netball World Cup Sydney 2027.

“Destination Sport brings extensive experience in managing travel for major international sporting events, and together we’re committed to delivering a seamless travel experience that allows teams, officials and guests to focus on what matters most – performing, connecting and helping deliver an unforgettable Netball World Cup in Sydney,” Fernandez noted.

The event is proudly supported by the Australian Government and the NSW Government through Destination NSW.

VALD Hits $1 Billion Valuation After Multiple US Acquisitions

Posted on August 27, 2026 by Courtney

Brisbane-founded human performance technology organisation VALD has officially joined the ranks of global tech ‘unicorns’, crossing the $1 billion valuation alongside an annual recurring revenue (ARR) surpassing $100 million.

The double milestone, which cements VALD’s ‘centaur’ status in software growth terms, follows its high-profile acquisition of US-based strength and conditioning software platform BridgeAthletic.

While financial terms of the transaction remain undisclosed, the deal marks VALD’s second major commercial play in less than two weeks, coming hot on the heels of its acquisition of Australian velocity-based training business GymAware.

Founded in 2015, VALD has rapidly scaled its international footprint to serve more than 15,000 organisations across 130 countries. Its hardware and software systems measure strength, balance, and movement across elite sport, healthcare, and tactical environments.

The company’s premier customer portfolio includes every team in the English Premier League, 95 per cent of US major professional sports franchises, and the vast majority of Power Four NCAA university programs.

By absorbing BridgeAthletic, a 2012-founded platform powering over 6,000 sports teams, 100 national teams, 50 tactical organisations, and 200,000 individual athletes, VALD is systematically constructing an end-to-end performance management ecosystem.

Furthermore, VALD’s core equipment captures diagnostic baseline metrics, GymAware feeds live movement and velocity data, and BridgeAthletic provides the software layer for coaches to design, prescribe, and track individual training programs.

The acquisitions add nearly 50 specialist employees, taking VALD’s global head count past 400 people while retaining BridgeAthletic’s leadership team, including co-founder and CEO, Fadi Zoghzoghy.

American Football Australia Selects PlayHQ as Digital Partner to Drive National Growth

Posted on August 26, 2026 by Courtney

American Football Australia (AFA) has announced a partnership with global sports management platform PlayHQ, appointing the company as its exclusive technology provider for national registration, payments, and competition management.

Under the terms of the agreement, AFA and its member states will utilise advanced reporting and analytics through AnalyticsHQ to track participation metrics and growth trends, alongside PlayHQ’s built-in artificial intelligence assistant to streamline club onboarding and administrative training.

The platform introduces a modern, mobile-first experience designed to simplify payments and fixture management for participants, significantly reducing administrative burdens for volunteers across the organisation’s seven active member states and approximately fifty clubs nationwide.

Commenting on the focus of the agreement, CEO of PlayHQ, Tim MacKinnon, said: “American Football Australia came to us with a clear goal: to build the foundations to grow the sport at scale.”

“We are pleased to be their technology partner, providing a platform built for grassroots sport that gives administrators and volunteers time back, and gives players a straightforward experience from the moment they register,” he said.

The platform rolls out ahead of the upcoming tackle and flag season, ensuring clubs are fully equipped with efficient digital infrastructure to manage surging interest.

Emphasising the long-term operational benefits and commercial alignment of the alliance, CEO of American Football Australia, Wade Kelly, added: “PlayHQ is a market leader and we are pleased they share the same vision of extraordinary growth for our sport in the coming years.”

“PlayHQ takes administrative load off our volunteers, gives families a simpler and more flexible way to register and pay, and gives us the data we need to make good decisions as the sport develops across the country, from grassroots clubs through to our high-performance pathways,” Kelly said.