Ministry of Sport

Mountain Dew Baja Blast Named Official MLB Soft Drink in Multi-Year Deal

Posted on February 20, 2026February 20, 2026 by Courtney

PepsiCo has announced that Mountain Dew® Baja Blast® will become the Official Soft Drink of Major League Baseball (MLB) starting in 2026.

The multi-year agreement ends a six-year vacancy in the league’s carbonated soft drink category and represents the first time a non-cola beverage has served as MLB’s lead soda partner.

The partnership focuses on capturing MLB’s growing younger and multicultural audience. According to PepsiCo, the brand’s “tropical lime” profile aligns with Gen Z and Hispanic consumer demographics, which have seen double-digit growth in MLB viewership following recent rule changes that accelerated the pace of play.

Commenting on the partnership, chief marketing officer of PepsiCo Beverages U.S., Mark Kirkham, said: “Mountain Dew Baja Blast brings the same electrifying energy to baseball that fans feel with every sip of our tropical citrus soda.”

“As the official soft drink sponsor of MLB, we’re excited to fuel fans’ passion for the game all season long,” Kirkham said.

Noting how the timing of the partnership is deliberate, MLB chief marketing officer, Uzma Rawn Dowler, added: “Game day is about energy, excitement, and being part of something bigger – and Mountain Dew gets that.”

Strategic Activation: ‘Get a Baja for a Blast’

The centrepiece of the deal is a nationwide loyalty program titled ‘Get a Baja for a Blast’. The initiative turns on-field performance into consumer rewards, specifically tying product giveaways to the game’s longest home runs. Fans can register at a dedicated digital hub to receive rewards when “blasts” reach specified distances or occur during “jewel” events like the All-Star Game and World Series.

Commercial and Cultural Context

The partnership was ceremonially launched on 19 February 2026, as executives from both organisations rang the Opening Bell at the Nasdaq MarketSite to signal the start of Spring Training.

The deal was negotiated by Genesco Sports Enterprises and signals a shift in MLB’s sponsorship strategy, moving away from traditional cola-centric marketing toward “lifestyle” beverages. With the 2025 World Series reaching a 34-year viewership high of 51 million viewers, the commercial value of MLB’s “jewel events” has hit a new peak.

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Ray White New Zealand and NZ Rugby Form Powerhouse Partnership Through 2028

Posted on February 20, 2026February 20, 2026 by Courtney

Ray White New Zealand has been named the Official New Zealand Real Estate Partner of NZ Rugby. The three-year agreement, effective immediately, will see the real estate giant support the All Blacks and Black Ferns on the global stage through to the end of 2028.

The alliance embeds Ray White’s signature yellow branding into match-day environments and digital platforms, but the partnership’s value extends well beyond stadium signage.

Under the deal, Ray White’s network of over 2,000 agents will gain exclusive behind-the-scenes access and participate in curated high-performance workshops led by NZ Rugby’s elite coaching and support staff.

Commenting on the partnership, CEO of Ray White New Zealand, Daniel Coulson, said: “This is a significant moment both for our group and industry,”

“Through Ray White’s technology and scale we bring the whole team to everything we do, and now, becoming an official partner of the All Blacks and the Black Ferns, our team is bigger and better than ever,” Coulson said.

Ray White New Zealand Pitch to the Boardroom

Ray White plans to extract proven strategies from the world of elite rugby (including resilience, teamwork, and execution under pressure) to enhance the professional development of its nationwide network of agents.

Expressing his enthusiasm about the partnership, interim chief executive of NZ Rugby, Steve Lancaster, added: “Ray White shares our pursuit of excellence, with a drive to push boundaries, innovate and work as a team.”

“Ray White’s dedication to being humble leaders in the real estate market mirrors the values we instil in our teams,” Lancaster added.

Key Commercial Benefits:

Brand Placement: Ray White logo featured during All Blacks and Black Ferns match-day experiences.
Network Advantage: 2,000+ agents gain access to leadership masterclasses and workshops.
Client Value: Transferring elite “mental toughness” strategies to the real estate transaction process.

RL Commercial Taps SI for AI-Powered Digital Content Transformation

Posted on February 20, 2026 by Courtney

RL Commercial has announced a partnership with SI (formerly Sportz Interactive) to revolutionise the delivery of digital content across professional Rugby League.

The collaboration will see the implementation of SI’s Automated Content Technology, an AI-driven ecosystem designed to accelerate the speed and scale of match highlights and social video output.

The move comes as RL Commercial seeks to modernise its digital footprint following the successful launch of SuperLeague+ and the relaunch of the Predictor and Fantasy League games.

By integrating SI’s AI-powered clipping engine, the organisation will be able to generate broadcast-quality clips within moments of key on-field action, serving fans across the Super League, Challenge Cup, and international windows.

Commenting on the partnership, RL commercial’s head of digital, Adam Whiteside, said: “Our focus is always on giving Rugby League fans more of the moments they love.”

“By integrating SI’s AI clipping tool, we can deliver instant, high-quality highlights across our platforms, ensuring supporters never miss a moment—wherever they are,” Whiteside said.

Strategic Scaling and Fan Engagement

SI, which recently rebranded to reflect its evolution into a global enterprise technology partner, brings over two decades of experience working with the ICC, IPL, and NBA. Its proprietary “Playground” platform uses computer vision and machine learning to detect, tag, and render clips automatically, significantly reducing the manual workload for club digital teams.

SI’s director of business development, Blair Richardson, noted that the partnership addresses the challenge of audience fragmentation.

“The need for sports to create more content ‘SKUs’ that appeal across all fan personas is paramount to success.”

“Our automated tools are designed to simplify operations, increase output, and unlock new levels of fan engagement,” Richardson added.

The technology allows for the rapid creation of platform-specific content, optimised for vertical, square, and horizontal formats, enabling clubs to capture the “emotional peak” of a live match while engagement is highest.

Football Australia Confirms 1.93 Million Participants in Record 2025 Report

Posted on February 20, 2026 by Courtney

Football Australia has released its 2025 National Participation Report, officially cementing football’s status as the nation’s most popular team sport.

The report reveals a record 1.93 million Australians engaged with the game over the past year, reflecting a broad surge across community clubs, schools, and social formats.

The data hihglights the sport’s massive scale, supported by a network of more than 3,300 community clubs and an expanding army of volunteers.

In addition, the growth is not limited to traditional formats; the report highlights a significant rise in futsal and inclusive programmes, as well as a record 231,435 women and girls now participating in the game—a trend driven by the enduring legacy of the 2023 FIFA Women’s World Cup.

Commenting on the report, executive director of Football and Deputy CEO, Heather Garriock, said: “More than 1.9 million Australians are choosing football because it welcomes everyone.”

“Numbers reflect a game that is growing in every postcode — inclusive, accessible and deeply connected to the fabric of Australian life,

“To continue supporting that diversity, we must invest in quality pitches and climate-resilient community infrastructure,” Garriock noted.

Strategic Challenges: Infrastructure and Capacity

Despite the record numbers, the organisation warned of a growing $2.8 billion infrastructure gap. As participation outpaces the availability of quality facilities, Football Australia is doubling down on its “Securing Our Football Future” policy platform.

The strategy calls for a coordinated $3 billion investment from all levels of government to address critical shortages in female-friendly changerooms, pitch lighting, and weather-resilient drainage.

A Landmark Year Ahead

In the coming months, the Matildas will compete on home soil for the AFC Women’s Asian Cup (hosted in Perth, Sydney, and the Gold Coast), while the Socceroos are set to represent the nation at the 2026 FIFA World Cup in North America.

The program for the next 12 months aims to bridge the gap between grassroots participation and elite success, leveraging major international tournaments to drive further investment into local club capacity and talent pathways.

Netball NSW Secures My Sports Tape as Official Medical Supplier Through 2028

Posted on February 20, 2026 by Courtney

Netball NSW has announced a three-year partnership with My Sports Tape, appointing the brand as the Official Sports Tape and Sports Medical Supplier for the organisation.

The agreement, which runs through the end of 2028, expands My Sports Tape’s existing relationship with the NSW Swifts to encompass the entire netball ecosystem in the state.

The partnership positions My Sports Tape as the exclusive supplier for Netball NSW, GIANTS Netball, and the NSW Swifts. Beyond the elite Suncorp Super Netball (SSN) level, the deal is designed to support athlete wellbeing within the Netball NSW Pathways Programs and for Premier League Licensees

“This partnership with My Sports Tape strengthens the level of support right across our network,” said Netball NSW Executive General Manager Strategy Tim Fava. “My Sports Tape’s experience at elite level, combined with genuine commitment to grassroots netball, ensures tangible benefits will be felt across our pathways, Premier League and SSN programs.”

Commercial Benefits for Grassroots Netball

A central commercial pillar of the agreement is the provision of exclusive pricing benefits for Netball NSW affiliated clubs, associations, and individual players. This initiative aims to democratise access to professional-grade medical supplies, helping community-level organisations reduce overheads while improving safety outcomes for participants.

General manager of My Sports Tape, Brett Edwards, emphasised the brand’s mission to disrupt existing supply chains for the benefit of local clubs.

“We aim to give Netball Associations and clubs access to the best-value sports medical products available, while also encouraging them to review their existing supply relationships to see where we can add greater value,” Edwards said.

Genius Sports Defends $1.2 Billion Legend Acquisition as “Participation Layer” Strategy

Posted on February 20, 2026 by Courtney

Genius Sports Limited has addressed market scepticism following its definitive agreement to acquire Legend, a global digital sports and iGaming media network, in a deal valued at up to USD1.2 billion (AUD1.6 billion).

In a letter to shareholders, CEO Mark Locke defended the acquisition’s valuation, framing the move not as a traditional “affiliate” play, but as an important infrastructure expansion into the “participation layer” of modern sport.

The transaction, expected to close in the second quarter of 2026, involves an upfront payment of USD900 million (USD800 million in cash and USD100 million in stock), with a further USD300 million earnout tied to performance. Despite some market volatility following the announcement, Locke insisted the deal is a transformative step that connects Genius’ official data rights with a massive, high-intent audience.

“Some people think we bought a simple affiliate business. Our view is different.”

“We bought a participation layer built on two decades of technological investment that sits between official data infrastructure and the moment of transaction,” Locke stated.

Beyond the “Affiliate” Label

Legend operates a powerhouse portfolio of brands including Covers.com, Casino.org, and Casino Guru. In 2025, the network generated 320 million visits from 118 million unique users, with more than two-thirds identified as returning visitors.

Locke explained that while traditional affiliate models rely on volatile search engine traffic, Legend’s value lies in its behavioural intelligence and “durable audience relationships.” By owning the environments where fans research and engage, Genius can now capture real-time intent signals that feed directly back into its data models, creating a superior commercial feedback loop for sportsbook and advertising partners.

A New Asset Class in Sport

Locke also highlighted the growing demand from global agency holding companies like WPP and Publicis, who are increasingly seeking measurable fan engagement over generic impressions. By controlling the “moment of intention,” Genius positions itself as a foundational partner for brands wanting to activate during live sporting moments.

Locke also noted that while information is becoming commoditised, proprietary intent signals inside owned environments remain a structural advantage, the gap between the market’s view and their vision is where asymmetric returns live, that’s when they execyute.

Financial Impact and Revenue Synergies

The organisation expects the acquisition to be immediately accretive to adjusted EBITDA margins and free cash flow. On a 2026 pro forma basis, the combined group is projected to deliver approximately USD1.1 billion in revenue and USD320 million to USD330 million in adjusted EBITDA.

Genius has identified four immediate revenue synergy areas:

Customer Cross-Sell: Uniting official data with Legend’s high-intent acquisition funnel.
Audience Monetisation: Activating a scaled, first-party audience graph for global advertisers.
League Monetisation: Providing a platform for Genius’ 400+ league partners to better monetise their digital assets.
Product Distribution: Using Legend as a high-traffic surface for Genius products like BetVision.

Citizens Private Bank Unlocks Elite Sports Ownership via Harbinger Sports Partners

Posted on February 20, 2026 by Courtney

Citizens Private Bank has announced a move to provide its high-net-worth clients with unprecedented access to professional sports ownership through a new partnership with Harbinger Sports Partners.

The collaboration allows qualified purchasers to invest in Harbinger’s debut USD750 million private equity fund, co-founded by billionaire entrepreneur Mark Cuban, venture capitalist Rashaun Williams, and former AMB Sports and Entertainment CEO Steve Cannon.

The deal marks the first sports-focused investment vehicle available on the Citizens alternative assets platform. Harbinger Fund I targets minority stakes (typically up to 5%) in premier NBA, MLB, and NFL franchises, capitalizing on recent league rule changes that have opened the door for institutional capital.

Commenting on the announcement, head of private equity at Citizens Private Bank, Scott Aleali, said: “We are going to be able to give our clients an opportunity to be part of investing in this ecosystem.”

“Sports, in my opinion, is in the beginning [of its asset class evolution], but it’s following suit with private credit and secondaries,” Aleali said.

Harbringer’s Advantage and Leadership Bench

Harbinger distinguishes itself from competitors like Arctos Partners or RedBird Capital through the specific “owner-operator” expertise of its executive committee.

Mark Cuban: Former majority owner of the Dallas Mavericks.
Steve Cannon: Former lead executive for the Atlanta Falcons and Atlanta United.
Jonathan Mariner: Former CFO of Major League Baseball.
Rashaun Williams: Limited partner in the Atlanta Falcons.

Solving the Liquidity Puzzle

A primary hurdle in sports private equity has historically been the “exit.” Unlike traditional buyouts, minority stakes in sports teams are famously illiquid. Rashaun Williams, Harbinger’s chief investment officer, plans to apply his extensive background in tech secondaries to solve this.

“The secondary market for sports is already developed, just not for the average investor.”

“We have a strategy to create liquidity for our investors… facilitating transactions where current owners sell to new buyers rather than relying on M&A or an IPO,” Williams noted.

Market Context and Expansion

The launch of Harbinger on the iCapital Marketplace in January 2026 further signals the “democratisation” of this asset class for sophisticated investors. Citizens Private Bank, which managed approximately USD100 million in client assets through this strategy as of late 2025, expects gradual but sustained growth in the sector as major leagues like the NFL continue to relax ownership caps.

To participate, Citizens clients must generally be qualified purchasers, holding at least USD5 million in investable assets. This threshold ensures that the capital entering the space is seasoned and capable of navigating the unique risk profiles associated with multi-billion dollar sports franchises.

IMG Academy Settles with OFAC for $1.7 Million Over Counternarcotics Violations

Posted on February 19, 2026 by Courtney

IMG Academy, LLC has agreed to a $1.72 million settlement with the U.S. Department of the Treasury’s Office of Foreign Assets Control (OFAC).

The penalty resolves 89 apparent violations of the Foreign Narcotics Kingpin Sanctions Regulations, involving the enrollment and tuition payments of children belonging to sanctioned leaders of a Mexican drug cartel.

The settlement, announced on 12 February 2026, highlights an oversight at the world-renowned institution. Between 2018 and 2022, IMG Academy repeatedly entered into Tuition Enrollment Agreements (TEAs) with two individuals on OFAC’s Specially Designated Nationals (SDN) List. Despite these individuals using their real names, which provided an exact match on the SDN List, IMG Academy failed to conduct even “minimal due diligence,” according to Treasury officials.

Remediation and Leadership Change

Since the period of the violations, IMG Academy has undergone a transformation, following an ownership change in June 2023, the organisation appointed a new Chief Legal Officer who spearheaded a comprehensive compliance lookback.

“IMG Academy is committed to maintaining the highest standards of compliance and integrity.”

“Between 2018 and 2022, IMG Academy did not have an OFAC sanctions compliance program in place… Since that isolated incident, extensive measures have been taken to implement a comprehensive sanctions compliance program,” the school said in a statement.

Commercial Fallout and Operational Gaps

The strategic failures at IMG Academy allowed high-ranking members of a transnational criminal organisation to access elite U.S. academic and athletic training.

Key findings from the investigation include:

Direct Transactions: IMG Academy directly invoiced and communicated with the sanctioned parents (SDN 1 and SDN 2).
Payment Methods: The school accepted wire transfers from non-designated third parties in Mexico and processed payments via credit cards on file.
Contract Value: Tuition for each student ranged from approximately $97,000 to $102,000 per academic year.

OFAC designated the violations as “non-egregious” but noted that the disclosure was not “voluntary” because a federal investigation had already commenced by the time IMG Academy reported the issue.

Netball NSW Launches Landmark Foundation

Posted on February 19, 2026 by Courtney

Netball NSW has officially launched the Netball NSW Foundation. Established as a dedicated social impact arm, the Foundation aims to leverage the sport’s massive footprint to address critical societal issues and ensure netball remains a “force for good” for future generations.

The initiative, launched in partnership with the Australian Sports Foundation, will fund and deliver six core impact programs. These initiatives are designed to remove financial barriers to participation, promote cultural connection within First Nations and Multicultural communities, and develop leadership skills among young athletes.

Commenting on the launch, Netball NSW CEO, Tracey Scott, said: “The Netball NSW Foundation represents our commitment to netball’s future and is grounded in the belief that netball is more than a game.”

“In 2025, over 120,000 participants registered to be involved in netball.

“No other sport in NSW delivers the same scale of impact when it comes to social connection, leadership and wellbeing,” Scott said.

Strategic Pillars and 2026 Focus Areas

The Foundation’s operations are governed by three guiding pillars: Belong, Unite, and Thrive. For the 2026 calendar year, the organisation has identified three urgent social priorities for its initial delivery:

Mental Health and Wellbeing: Supported by Strategic Impact Partner Tackle Your Feelings.
Body Image: Promoting positive health outcomes and confidence.
Prevention of Family and Domestic Violence: Utilizing netball’s community network to drive awareness and education.

Head of foundation, Janyne Hogan, emphasised that the initiative builds on the community’s history of collective action, citing the $22,000 raised for flood-affected associations in Northern NSW last year as a catalyst for a more formalised philanthropic structure.

Ambassador and Partnership Support

The Foundation has secured high-profile support to amplify its message, naming former GIANTS Netball captain and current NSW Swifts coach Jo Harten BEM as its inaugural Foundation Ambassador. The inclusion of Tackle Your Feelings as a partner will specifically facilitate free-of-charge mental health workshops for participants across regional and metropolitan NSW.

Commercial and philanthropic investment in the Foundation will be managed through the Australian Sports Foundation, allowing donors to access tax-deductible pathways while directly supporting grassroots inclusion.

Nick Hockley Appointed Global CEO of BatFast to Drive AI Expansion

Posted on February 19, 2026 by Courtney

BatFast, the global leader in AI-powered sports simulation technology, has announced the appointment of former Cricket Australia boss Nick Hockley as its new Global Chief Executive Officer, effective immediately.

The high-profile hire marks a shift for the UK-founded organisation as it aggressively scales its international footprint across Australia, India, North America, and the Middle East.

Hockley joins the tech firm following a highly successful five-year tenure as CEO of Cricket Australia (2020–2025). During his leadership, he navigated the sport through the pandemic, secured record-breaking broadcast deals, and oversaw a dominant era on the field, including six ICC trophies and multiple Ashes victories. His transition to the technology sector follows a stint as chair of HiTZ Australia, BatFast’s cricket training subsidiary which recently launched its first international site in Melbourne.

Commenting on the appointment, Former boss of Cricket Australia, Nick Hockley said: “This is an extraordinary opportunity to be part of reshaping how sports are experienced globally,”

“I’ve seen first-hand how transformative BatFast’s technology can be… Our technology doesn’t just simulate sport, it personalises the experience, captures performance data, and makes training more accessible,” Hockley said.

BatFast Disrupting the Global Training Market

BatFast’s platform integrates advanced robotics, computer vision ball tracking, and machine learning to create a high-performance environment that bridges elite training and fan entertainment.

The organisation has already established deep roots within the industry, partnering with global bodies including the International Cricket Council (ICC), Tennis Australia, and Major League Baseball (MLB).

Founder and chief strategy officer, Runish Gudhka, noted that Hockley’s appointment is a catalyst for the company’s next phase of growth.

“Nick’s track record leading complex sporting organisations… makes him uniquely qualified to lead BatFast’s global expansion.”

“His appointment accelerates our ambition to establish BatFast as foundational infrastructure within cricket’s global ecosystem,” Gudhka said.

Strategic Outlook and Founders’ Roles

While Hockley takes the helm of global operations, founders Runish Gudhka and Jignesh Patel will remain central to the business, pivoting to focus on long-term strategy and technical innovation as CSO and CTO, respectively.

The company’s recent launch of HiTZ at Melbourne’s CitiPower Centre serves as the blueprint for its international rollout. The program focuses on “operator-less” AI training hubs that allow players to access professional-grade data and simulation without the need for traditional coaching staff, a model Hockley is expected to replicate across diverse sporting codes worldwide.

DAZN and Matchroom Boxing Announce Five-Year Rights Extension

Posted on February 19, 2026 by Courtney

DAZN Group and Matchroom Boxing have announced a five-year extension of their broadcasting partnership, cementing the streaming platform’s position as the global home of the sport through to 2031.

The market deal covers the United Kingdom and the United States, guaranteeing a minimum of 30 blockbuster fight nights per year.

Coming less than a year after DAZN’s high-profile $3.4 billion acquisition of Australia’s Foxtel Group in April 2025, this new infrastructure unveils a dedicated Australian agreement that will see seven major Matchroom events broadcast locally on Kayo Sports and Foxtel throughout 2026.

Commenting on the partnership extension, DAZN Group CEO, Shay Segev, said: “Our new five-year deal with Matchroom Boxing builds on the success of our longstanding partnership.”

“Matchroom trusts DAZN to deliver the best experiences for the biggest fights for boxing fans everywhere. Together, we’ll continue to raise the bar,” Segev said.

Matchroom Boxing Commercial Scale and Global Reach

The deal provides Matchroom chairman Eddie Hearn with the long-term financial certainty to continue building one of the deepest rosters in boxing. The stable currently features global icons such as Anthony Joshua and Katie Taylor, alongside rising stars like Jaron “Boots” Ennis and Australian standout Skye Nicolson.

Matchroom Sport chairman, Eddie Hearn, emphasised that the platform’s global capability was a primary driver for the extension.

“DAZN is the only partner that matches our ambitions for boxing.”

“Their global platform, investment, and passion make them the perfect partner for Matchroom Boxing’s fighters and events,” Hearn stated.

The partnership kicks off its new term with a commercial showcase on Saturday, 28 February, as IBF super featherweight champion Eduardo ‘Sugar’ Nunez faces WBO king Emanuel Navarrete in a highly anticipated unification bout.

Strengthening the Australian Footprint

Following the 2025 acquisition, Foxtel, now branded as “a DAZN Company”, is being used as a key engine for Matchroom’s expansion in the Asia-Pacific region. By integrating Matchroom’s premium international content into the Kayo Sports ecosystem, DAZN is looking to drive subscriber retention in a market renowned for its combat sports appetite.

Commonwealth Bank to Secures Historic $200 Million Brisbane 2032 Founding Partnership

Posted on February 19, 2026 by Courtney

Commonwealth Bank (CBA) is poised to be unveiled as the first domestic partner of the Brisbane 2032 Olympic and Paralympic Games, marking the first major corporate deal for the local organising committee.

The landmark agreement, estimated to be worth at least $200 million, represents CBA’s return to the top tier of Australian sports sponsorship after recently losing its long-term cricket alignment to rival Westpac.

The move sees Commonwealth Bank secure a “founding partner” status six years ahead of the event, providing the bank with a long-term platform to engage with the Australian public.

It is understood that Commonwealth Bank beat out a competitive interest from Westpac, which withdrew from the bidding process after the price exceeded its internal valuation. Both CBA and Brisbane 2032 leadership have declined to comment on the confidential negotiations.

Recently commenting about the announcement, CBA CEO, Matt Comyn, said: “We made a decision several years ago to really sponsor women’s sport… but with one sort of passing there’s another opportunity.”

Commonwealth Bank Possible Challenges and Competitive Quadrails

As a domestic partner, CBA must navigate the International Olympic Committee’s (IOC) global sponsorship structure.

Crucially, because Visa has held the global payments category since 1986, CBA will be prohibited from:

Promoting its own digital payment services over Visa’s at Olympic venues.
Installing CBA-branded merchant terminals within the Games’ footprint.
Using specific “global” Olympic intellectual property reserved for Worldwide Partners like Deloitte and Allianz.

Revenue Targets and Budget Pressure

The appointment of CBA is a vital first step for Brisbane 2032 Organising Committee CEO Cindy Hook and President Andrew Liveris, who are tasked with generating $2 billion in domestic commercial revenue. This target is designed to offset an operating budget that organisers have already admitted is “no longer realistic” compared to the original $4.9 billion figure set in 2021.

The organisation’s commercial strategy is being steered by Francois-Xavier Bonnaillie, the former Paris 2024 partnership lead. Bonnaillie has highlighted Brisbane’s early start as a competitive advantage in the global market, particularly as the Games look to emulate the $2.8 billion sponsorship success currently being seen ahead of Los Angeles 2028.

MotoGP to Make Debut on Adelaide Street Circuit in 2028

Posted on February 19, 2026 by Courtney

MotoGP, the South Australian Government, and Sports Entertainment Group have today announced that the Australian Grand Prix will relocate to a city-centre street circuit in Adelaide from 2027. The landmark six-year agreement ensures the premier class of motorcycle racing will remain in South Australia until at least 2032.

The announcement, made at a packed press conference on Thursday, 19 February, confirms that Adelaide will host the first-ever MotoGP Grand Prix on a purpose-built street circuit. The move marks a strategic pivot for the championship as it seeks to emulate the “festival-style” success of urban events like the Las Vegas and Singapore Formula 1 Grands Prix.

The proposed 4.195 km circuit, featuring 18 corners, will largely follow the footprint of the legendary Adelaide Street Circuit used by Formula 1 between 1985 and 1995.

However, engineering adjustments have been made to meet the stringent FIM safety standards required for modern MotoGP machinery, where riders are expected to reach speeds exceeding 340 km/h on the city’s straights.

Commenting on the announcement, MotoGP chief sporting officer, Carlos Ezpeleta, said: “Bringing MotoGP to Adelaide marks a major milestone in the evolution of our championship.”

“The opportunity to design a purpose-built circuit in the city streets is something truly unique. Every element has been engineered to meet the highest standards of modern MotoGP, ensuring riders can race at full intensity with complete confidence,” Ezpeleta said.

Commercial and Economic Impact to MotoGP

Premier Peter Malinauskas hailed the deal as a “major coup” that reinforces the state’s status as Australia’s major events capital. The event is expected to mirror the economic success of the LIV Golf and AFL Gather Round initiatives, driving massive visitation from interstate and overseas.

“We are now competing with the rest of the nation for the world’s best events — and winning.”

“Hosting the world’s first MotoGP race on a street circuit will give Adelaide a truly unique offering.

“This is about generating economic activity, supporting jobs, and putting South Australia on the global stage,” Premier Malinauskas said.

The inaugural Adelaide event is scheduled for November 2027, serving as a high-stakes fixture in the championship’s flyaway season.

Port Adelaide and KFC Ink Historic Five-Year Co-Major Extension

Posted on February 18, 2026 by Courtney

The Port Adelaide Football Club has secured a landmark five-year extension with its co-major partner KFC, ensuring the iconic brand remains a cornerstone of the club’s commercial portfolio until at least the end of the 2030 AFL season.

The agreement is set to take the relationship between the two organisations to a decade-long milestone.

The renewal follows KFC’s decision to elevate its support in 2025, when the brand’s logo moved to the prominent lower-back position on the club’s AFL guernsey.

Under the new terms, the KFC brand will continue to feature across the back of both the AFL and AFLW guernseys, as well as on training shorts, digital platforms, and high-energy game-day activations at Adelaide Oval.

Commenting on the extension, Port Adelaide CEO, Matthew Richardson, said:“We’re thrilled KFC has extended its partnership for a further five years, taking their partnership of Port Adelaide out to at least a decade.”

“KFC elevated their partnership with the club in 2025… and this extension reflects the strength and alignment between our two organisations,” Richardson said.

Commercial Implication and Generational Branding of KFC and Port Adelaidea

The deal provides Port Adelaide with commercial certainty as they navigate the evolving AFL landscape. Richardson emphasised the importance of “generational partnerships” in the club’s long-term vision, noting that the decade-long commitment from a global brand like KFC validates the club’s digital and community-facing program.

KFC’s game-day activations have become a staple for the “Power” faithful, and the organisation plans to further integrate the brand into its expanding AFLW footprint.

FanDuel Sports Network to Cease Operations in April 2026

Posted on February 18, 2026 by Courtney

The regional sports network (RSN) landscape is facing its final whistle as FanDuel Sports Network (formerly Bally Sports) prepares to go dark this spring.

Following months of financial turbulence and the collapse of a potential lifeline sale to streaming giant DAZN, parent company Main Street Sports Group has officially signaled a permanent wind-down.

The shutdown is scheduled for mid-April 2026, timed to coincide with the conclusion of the NBA and NHL regular seasons.

The move marks a definitive end to the traditional RSN model that has anchored local sports broadcasting for over three decades.

Why is Fanduel is Folding

The “perfect storm” of cord-cutting and unsustainable debt finally broke the network’s back.

The Cord-Cutting Exodus: Cable usage has plummeted, with only 30% of Americans (and just 21% of Gen Z) still using traditional pay-TV services. This has decimated the monthly carriage fees that once guaranteed massive revenue for RSNs.
Failed Financing: After emerging from bankruptcy in early 2025 as Main Street Sports Group, the company failed to secure a long-term buyer. Discussions with DAZN reportedly collapsed in January 2026 when the streamer demanded a 40% reduction in rights fees, a cut the professional leagues were unwilling to accept.
MLB Mass Departure: The final blow came when all nine remaining MLB teams terminated their contracts in early 2026 due to missed payments, leaving the network with a hollow programming slate for the summer.