Ministry of Sport

Brisbane 2032 Secures Iconic Venice Beach Site for ‘Australia House’ at LA28

Posted on March 3, 2026 by Courtney

The Brisbane 2032 Olympic and Paralympic Games Organising Committee has officially secured a prime piece of Californian real estate, announcing that Venice Beach will serve as the home of Australia House during the LA28 Games.

Located on the famous Windward Avenue, just metres from the iconic Venice Beach skatepark and boardwalk, the activation marks the first dedicated “Australia House” at a Summer Games since Sydney 2000. The site was chosen for its strategic similarities to the Queensland lifestyle, offering a high-traffic “sun, sand, and surf” backdrop to promote Brisbane to a global audience before the Olympic baton is officially passed to Australia.

Commenting on the announcement, Brisbane 2032 president, Andrew Liveris, said: “When we were identifying possible locations for our very own Australia House, Venice Beach was a standout.”

“We’re ecstatic to have secured a location with such an iconic backdrop that depicts a lot of similarities to the nature and lifestyle that we’ll promote to the world in 2032,” Liveris said.

Political and Sporting Support

The announcement follows a high-level precinct tour involving Brisbane 2032 CEO Cindy Hook, AOC president Ian Chesterman, and Queensland Minister for Sport Tim Mander. The Crisafulli Government has emphasised that LA28 is the critical milestone for cementing Queensland as a global destination.

“The LA28 Games are a crucial milestone on the road to 2032.”

“When the baton is passed at the Closing Ceremony, we will be ready,” Minister Mander said.

For athletes, the house provides a dedicated “home away from home.” Australian Olympic legend Susie O’Neill and Paralympic champion Curtis McGrath both highlighted the value of having a central hub for families and fans to celebrate medal wins, particularly as the world’s attention pivots to Brisbane following the LA28 Closing Ceremony.

A Strategic Commercial Launchpad

Australia House is designed as more than just a fan hub; it will function as a commercial and tourism platform for Australian businesses and government agencies.

Discussions are already underway with major corporate partners looking to utilise the space for hospitality, networking, and cultural showcases during the 17-day Olympic window.

Call to Action for Business

With the location now locked in, the Organising Committee is encouraging Australian tourism bodies and brands to reach out to secure their presence within the precinct.

The house will feature a range of “bespoke cultural experiences” designed to reflect the vibrant energy of Brisbane while capitalising on the constant tourist buzz of the Venice Beach boardwalk.

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ASC and CSIRO Launch World-First AI Guidelines for Australian Sport

Posted on March 3, 2026 by Courtney

The Australian Sports Commission (ASC) and CSIRO, Australia’s national science agency, have revealed a landmark framework to govern the use of Artificial Intelligence (AI) across the nation’s sporting landscape.

The release includes two pioneering documents: the Guide for Responsible AI in Sport and the Roadmap for AI in Australian Sport, marking the first time a national sporting body has established a comprehensive ethical and strategic “playbook” for AI integration.

The initiative, which follows two years of extensive consultation with over 100 representatives from the technology, government, and sport sectors, aims to position Australia as a global leader in sports innovation ahead of the Brisbane 2032 Olympic and Paralympic Games.

Commenting on the framework revelation, Australian Sports Commission CEO, Kieren Perkins OAM, said: “Sport thrives on innovation and AI is the next frontier.”

“It can sharpen performance, predict injuries, uncover talent and give volunteers back precious time. However, these new opportunities pose new risks which must be understood and carefully managed,” Perkins OAM said.

Strategic Roadmap: Four Priority Pillars

The Roadmap for AI in Australian Sport identifies four key areas where AI is already delivering commercial and performance impacts. By streamlining administrative tasks for Australia’s 2.9 million sport volunteers, the ASC estimates that saving just one hour per week per volunteer could redirect 150 million hours annually back into participant engagement.

World-Leading Ethical Governance

The Guide for Responsible AI in Sport is the first of its kind globally, drawing on international best practices to ensure AI adoption is transparent and grounded in evidence. This is complemented by a technical report comparing nine different AI solutions, including large language models and sport-specific platforms, to evaluate their accuracy in evidence synthesis for high-performance sport science.

Emphasising that the guidelines are about building trust, acting director of CSIRO’s Data61, Dr Liming Zhu, noted: “These guides will help deliver real-world benefits to sport by improving decisions, reducing workforce demands and building trust as AI expands.”

Commercial and Competitive Implications

For national sporting organisations (NSOs), these guidelines provide a clear framework for investment.

As global sports tech becomes a multi-billion dollar industry, the ASC’s proactive stance ensures Australian sport remains “ahead of the curve” without compromising athlete privacy or data ethics.

The roadmap specifically addresses the shift in media consumption and the need for data-driven fan engagement to drive new revenue streams in an increasingly digital marketplace.

Commonwealth Games Australia Welcomes Sylvia P Teamwear as Official Supplier

Posted on March 3, 2026 by Courtney

Commonwealth Games Australia has officially appointed Sylvia P Teamwear as the Official Supplier of gymnastics teamwear for the Glasgow 2026 Commonwealth Games.

The partnership ensures that Australia’s elite artistic gymnasts will compete in locally designed and manufactured high-performance apparel when the Games commence this July.

Based in Brisbane and boasting over 30 years of experience, Sylvia P is a global leader in the gymnastics market. The agreement will see the brand deliver bespoke competition and training kits across both men’s and women’s artistic disciplines, focusing on a combination of “function, comfort, and innovation” required for the sport’s most demanding routines.

Commenting on the partnership, Glasgow 2026 chef de mission, Petria Thomas OAM OLY, said: “We’re proud to partner with Sylvia P Teamwear, a brand that shares our commitment to excellence, innovation and supporting Australian sport.”

“Having an Australian-designed and manufactured uniform supplier is incredibly important to us,” she said.

Strategic Support for Sylvia P

The appointment is a significant win for Australian industry, aligning with Commonwealth Games Australia’s strategy to support home-grown businesses where possible.

Highligting the brand’s mission to empower athletes with “confidence and support” as they represent the national team on the world stage, managing director of Sylvia P, Thomas Pichler

“Supporting the Australian Team on the Commonwealth Games stage is an honour for our brand.”

“We are incredibly proud… to support our athletes with competition uniforms that reflect the strength, pride and identity of our national team,” Pichler said.

The Glasgow 2026 Commonwealth Games will feature a streamlined program of 10 sports, with gymnastics remaining a marquee attraction.

For Sylvia P, the partnership represents a pinnacle commercial moment, following years of supplying grassroots clubs and state-level program initiatives across the country.

With the Games scheduled to take place from 23 July to 2 August 2026, the focus now shifts to the final design phase and the selection trials, where Australia’s top gymnasts will look to secure their spot.

Adidas Announce Major Apparel Deal with Athletes Unlimited Softball League

Posted on March 2, 2026 by Courtney

Athletes Unlimited and Adidas have announced a multi-year partnership, naming the global sportswear giant as an Official Marketing Partner and the exclusive on-field apparel and footwear provider for the Athletes Unlimited Softball League (AUSL).

The deal, which commences with the 2026 AUSL season starting 9 June, will see Adidas outfit all six professional teams with custom uniforms, performance footwear, and training gear.

The partnership marks a significant transition for the league, which moved away from a touring model to permanent city-based franchises following a breakout inaugural season in 2025.

Commenting on the partnership, Adidas president at North America, John Miller, said: “This partnership with Athletes Unlimited marks an acceleration of our investment in women’s sports.”

“Together, we are actively shaping the future of softball to establish new benchmarks that drive the game forward,” Miller said.

Expressing his enthusiasm, CEO & co-founder of Athletes Unlimited, Jon Patricof, added: “This partnership reflects a shared vision for growing women’s pro sports and creating new opportunities for our world-class athletes.”

Strategic Commercial Alignment

The partnership integrates Adidas deeply into the AUSL ecosystem, including digital, social, and broadcast activations. Adidas already boasts a strong roster of individual brand ambassadors within the league, including star infielders Sis Bates and Tiare Jennings, as well as outfielder Amanda Lorenz.

By securing the league-wide apparel rights, Adidas reinforces its “pipeline” strategy in softball, where it already serves as the official partner of Little League Softball and maintains high-profile NIL (Name, Image, Likeness) deals with top-tier university athletes.

Media Reach and Growth

The Adidas partnership coincides with a major three-year broadcast extension between Athletes Unlimited and ESPN.

Under the new media deal, 50 exclusive games will air annually across ESPN platforms, with a marquee matchup set to debut on ABCin July 2026.

Initial co-branded merchandise has already launched on the Athletes Unlimited Pro Shop, with the full 2026 uniform reveals and retail seasonal offerings expected to be unveiled in late April.

Sydney Swans and Saints to Unite for 2026 Pride Game Blockbuster

Posted on March 2, 2026 by Courtney

The Sydney Swans will once again transform the Sydney Cricket Ground (SCG) into a sea of rainbow and red-and-white, confirming they will host St Kilda for the annual Pride Game in Round 13 of the 2026 AFL season.

The fixture, scheduled for Sunday, 7 June, continues a tradition established in 2016 that has become a cornerstone of the league’s inclusivity calendar.

The announcement comes as the Swans prepare for a major weekend of community visibility, with the club set to march in its ninth consecutive Sydney Gay and Lesbian Mardi Gras Parade this Saturday night. The Swans made history in 2018 as the first professional sporting club to have a float in the iconic parade, a commitment that remains central to the organisation’s Diversity Action Plan.

Commenting on the announcement, Sydney Swans CEO, Matthew Pavlich, said: “Pride Game at the SCG is a significant match on our calendar, which resonates deeply with the Rainbow Swans and our wider LGBTIQA+ supporter base.”

“It’s a reflection of our commitment to foster an inclusive and welcoming environment at our games and a great celebration of football and diversity,” Pavlich said.

Strategic Symbolism: The Progress Pride Guernsey

Swans players will take to the field in the club’s Pride Guernsey, which seamlessly integrates the colours of the Progress Pride Flag into the traditional red-and-white design.

The guernsey, which is also worn by the club’s AFLW side, serves as a commercial and cultural beacon for the “Rainbow Swans” official supporter group.

Commercial Backing for Diversity

Adora Fertility returns as the Official Pride Partner, marking their second consecutive year in the role. The partnership is a key component of the Swans’ commercial strategy to align with brands that share their “four-pillar” diversity focus, which includes LGBTIQA+ pride alongside First Nations advocacy and multiculturalism.

The Round 13 clash also falls on the King’s Birthday Eve long weekend, with the league expecting a near-capacity crowd at the SCG.

Basketball WA Partners with Gerflor

Posted on March 2, 2026 by Courtney

Basketball WA has bolstered its commercial roster, announcing a strategic four-year partnership with Gerflor, a global leader in indoor sports flooring. The agreement positions the French-headquartered organisation as a key stakeholder in Western Australia’s basketball infrastructure as the state grapples with record participation growth.

The partnership follows the recent high-profile renovations at the Bendat Basketball Centre, where Gerflor’s advanced surfaces were installed across the courts and the facility’s modernised foyer. The deal is seen as a “foundational” move, aligning with the governing body’s mission to increase court accessibility across the state.

Commenting on the partnership, Basketball WA CEO, Fabian Ross, said: “This partnership reflects our commitment to planning for the future and leading the game’s growth in line with our strategic plan.”

“Our alignment with Gerflor will be invaluable as we work towards our Statewide Facilities Plan… in the pursuit of sustainable infrastructure projects and more courts,” Ross said.

For Gerflor, the deal provides a direct link to a passionate grassroots community and elite pathway programs.

Emphasising the company’s focus on athlete safety and performance, Gerflor National sports manager, Wayne Jarred, said: “Basketball is the fastest-growing sport in Australia, and we are proud to work together with Basketball Western Australia to achieve their purpose.”

“We are passionate about supporting local communities by creating environments that offer unmatched performance, safety and reliability for athletes at every level,” Jarred said.

Strategic Infrastructure and Growth

Basketball is currently the fastest-growing sport in Australia, and the lack of available court space has become a significant hurdle for local associations. By partnering with Gerflor—the official flooring supplier for the Olympic Games since 1976—Basketball WA is aiming to standardise the quality and safety of new developments across Western Australia.

Community and Performance Impact

The organisation’s involvement extends beyond just supplying timber and synthetic surfaces; Gerflor will act as a consultant for the Facilities Design Guide, assisting local councils and clubs in navigating the complexities of sustainable sports infrastructure. This ensures that new builds are not only fit-for-purpose but also durable enough to handle the high-traffic demands of the modern basketball ecosystem.

Apple and Netflix Strike Landmark F1 Partnership Ahead of 2026 Season

Posted on March 2, 2026 by Courtney

Apple and Netflix have announced a partnership to share Formula 1 content and live programming.

The deal, confirmed by Apple’s Senior VP of Services, Eddy Cue, will see the two tech giants co-broadcast the Canadian Grand Prix and share streaming rights for the eighth season of the hit docuseries Drive to Survive.

The agreement comes as Apple prepares for its inaugural season as the exclusive F1 rights holder in the United States, having secured the contract last year for an estimated USD140–USD150 million annually.

By partnering with Netflix, Apple aims to leverage the massive existing F1 audience built by the streaming pioneer since 2019.

Commenting on the broadcasting partnership, Cue, said: “Netflix has played a pivotal role in growing F1… and we’re thrilled to make F1 content more broadly available to new and existing U.S. fans on both platforms.”

Strategic Synergy: Live Racing and ‘Shoulder’ Content

The deal provides distinct commercial advantages for both organisations as Apple gains immediate access to the “cultural engine” of F1—Drive to Survive—while Netflix secures a high-profile entry into live sports broadcasting, a key pillar of its 2026 growth strategy.

Expanding the ‘Apple F1’ Ecosystem

Beyond video broadcasting, the 2026 season will see F1 deeply embedded across:

Apple News: Live “look-ins” and real-time race updates.
Apple Maps: Interactive “Circuit Guides” for every race location.
Third-Party Altcasts: A partnership with Fox’s Tubi to stream alternative broadcasts, alongside IMAX simulcasts for select marquee races.

The Post-ESPN Era

While F1 CE,O Stefano Domenicali, previously credited Disney-owned ESPN with the sport’s “explosion” in the U.S., the Apple deal represents a pivot toward a tech-heavy, data-integrated viewing experience.

Interestingly, F1 remains in business with Disney through separate consumer product and digital comic ventures, ensuring the sport maintains a presence across all major media conglomerates as it enters its record 24-race 2026 calendar.

Melbourne Victory Announce Partnership with St Michael’s Grammar School

Posted on March 2, 2026 by Courtney

Melbourne Victory has officially expanded its school network, announcing a new high-performance partnership with St Michael’s Grammar School.

The agreement, confirmed on 27 February 2026, sees the St Kilda-based independent school become the latest elite “performance school” to join the Victory family, bringing the club’s total number of Victorian partner schools to 12.

The collaboration is designed to provide St Michael’s students with direct access to professional footballing environments, while integrating the club’s elite development framework into the school’s co-curricular sports program.

Commenting on the partnership, Melbourne Victory managing director, Caroline Carnegie, said: “It is fantastic to welcome the entire St Michael’s community into the Melbourne Victory family.”

“We look forward to seeing students, inspired by the opportunity of engaging in A-League match day experiences, and staff, who will be exposed to professional growth opportunities, both developing as a direct impact of this,” Carnegie said.

High-Performance Pathways and Coaching with Melbourne Victory

Under the new agreement, Melbourne Victory Pathways coaches will be embedded within the school’s football structure. This integration includes:

Elite Coaching: Victory staff will lead all “A/1st teams” across both junior and senior age groups.
Curriculum Alignment: Students from Years 5 through 12 will train using the official Melbourne Victory football philosophy and curriculum.

St Michael’s inter-school teams will now have a streamlined pathway to compete in the annual Victory Schools Cup, a flagship tournament for the club’s partner network.

Strategic and Holistic Growth

For St Michael’s, the partnership aligns with a broader push to elevate its sporting profile while maintaining its “holistic” education model.

The school’s director of sport, Tyren Montebruno, noted that the deal provides students with a “clearly defined development framework” and aspirational pathways into the professional game.

The partnership also offers unique professional development for St Michael’s staff, who will gain insights into the “best-in-class” high-performance standards practiced at the A-League level.

Gold Coast Titans Expand and Strengthen NRLW Pathways Program

Posted on March 2, 2026 by Courtney

The Gold Coast Titans have significantly uplifted their investment in women’s rugby league, unveiling a new high-performance structure and the appointment of a full-time pathways manager.

The expansion of the Future Titans female academy comes as the club records a competition-high 15 players in the Queensland Under 19 emerging Origin squad.

Under the new model, the club’s talent systems will be mirrors of the senior NRLW program, focusing on both physical and mental elite-level preparation.

Commenting on the announcement, Gold Coast Titans director of female rugby league and NRLW head coach, Karyn Murphy, said: “This is an exciting step forward for our club and for female rugby league across our region.”

“This new realignment allows us to grow our program even further, so players are physically and mentally prepared for the next step in their careers.”

“Our investment in developing and fostering young local talent is how we build sustained success.

“The professionalism we’re introducing will help elevate our entire region,” Murphy added.

Current Titans star, Brittany Breayley-Nati, and Australian Schoolgirls coach, Elle Moss have also joined the mentoring ranks, providing the “executive voice” and player-led perspective necessary to foster a winning culture.

Elite Appointments: From Performance to Recruitment

The club has secured a “best-in-class” leadership team to spearhead the expanded program:

Pathways Leadership: Former Burleigh Bears specialist Roy Leoni joins full-time to lead recruitment and pathways, bringing 20 years of industry experience.
High-Performance: Simon Buxton, previously the Australian Jillaroos’ elite performance manager, will lead a dedicated department including physiotherapist Carly Jennar and strength coach Brad Hewat.
Coaching Curriculum: NRLW assistant Aaron Booth will oversee the technical coaching syllabus to ensure tactical consistency from the Under 15s through to the top grade.

Building Sustained Success

The organisation’s strategy relies heavily on “homegrown” success. Since entering the NRLW in 2022, the Titans have consistently fielded one of the highest percentages of local products in the league. By introducing professional-grade strength, conditioning, and medical support at the junior level, the club aims to reduce the “adjustment period” for rookies entering the national competition.

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.

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).