Ministry of Sport

Lacrosse Australia Secures Official Medical and Equipment Partnership with Victor Sports

Posted on September 25, 2026 by Courtney

Lacrosse Australia has announced a partnership with sports medicine and equipment supplier Victor Sports, naming the company an official medical and equipment partner of the national sporting organisation.

The agreement is designed to alleviate financial pressures on member clubs and individual participants by providing exclusive commercial savings and streamlined access to professional-grade sports medicine support, training gear, and rehabilitation hardware nationwide.

Under the terms of the arrangement, affiliated lacrosse clubs will receive a 10% discount on essential medical consumables, including quality strapping, taping, and first aid supplies.

Commenting on the partnership, CEO of Lacrosse Australia, Anna Carroll, said: “We’re delighted to welcome Victor Sports as a partner of Lacrosse Australia.”

“Access to quality sports medicine support and reliable equipment is essential for keeping our athletes safe, prepared, and on the field.

“This partnership means our clubs and members can access total club support more affordably,” Carroll said.

Echoing the commitment to athlete welfare and community development, operations manager at Victor Sports, Jordan Williams, underscored the value of supporting Australia’s lacrosse network.

“We’re proud to support the lacrosse community across Australia.”

“This is our way of making sure clubs and players have easy access to the exact medical products and sports equipment they need to train, prepare, and compete safely,” Williams added.

Beyond consumables, the partnership establishes Victor Sports as a comprehensive one-stop shop for clubs seeking to upgrade their on-field and off-field inventory, ranging from specialist rehabilitation equipment to training accessories. By reducing operational overheads for grassroots and competitive clubs, the alliance reinforces player welfare and safety standards across the domestic lacrosse ecosystem.

The collaboration aligns with Lacrosse Australia’s broader strategic focus on strengthening club development pathways and ensuring sustainable operational frameworks as the sport builds toward future international growth and domestic participation milestones.

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Queensland Cricket Secures Two-Year Preferred Equipment Partnership with HART Sport

Posted on September 25, 2026 by Courtney

Queensland Cricket has officially announced a two-year partnership with sporting equipment provider HART Sport, a commercial agreement that designates the company as the official Preferred Equipment Supplier for the state governing body.

This collaboration spans operations ranging from grassroots community initiatives through to elite high-performance pathways, directly supporting premier representative squads including the Queensland Bulls, Queensland Fire, and the Brisbane Heat.

The two-year alliance brings together two proudly Queensland-based organisations aligned around a shared vision of driving community participation, optimising athlete training environments, and fostering long-term sports development across the entire region.

The partnership should provides the essential structural resources necessary to equip players, coaches, and support staff for sustained on-field excellence.

Commenting on the partnership, HART Sport national sales manager, Andrew Mills, emphasised the enduring commitment to grassroots and elite sporting development of the organisation.

“Everyone deserves access to equipment that helps them get better at their sport.”

“With our extensive experience in delivering training and rehabilitation equipment, this partnership was a natural fit for HART Sport as we continue to explore ways to support organisations making a meaningful impact at both community and elite levels,” Mills said.

Echoing the value of the collaboration, Queensland Cricket head of elite physical performance, Paul Chapman, noted the vital importance of trusted local partnerships in maintaining elite performance standards.

“HART Sport has been a valued partner of Queensland Cricket, providing quality equipment backed by reliable, responsive service.”

“Their team understand our environment and are always easy to work with.

“We also value the opportunity to partner with a Queensland-based organisation that shares our commitment to supporting sport and performance across the state,” Chapman shared.

The partnership reinforces Queensland Cricket’s ongoing focus on aligning with stakeholders who contribute directly to the economic sustainability, player safety, and operational growth of cricket across Queensland.

Red Bull Signs League-Wide Partnership as Official Energy Drink of the NBL

Posted on September 25, 2026September 25, 2026 by Courtney

The Hungry Jack’s National Basketball League (NBL) has officially announced a partnership with global beverage leader Red Bull, welcoming the iconic brand on board as the Official Energy Drink of the League.

The wide-ranging agreement spans on the entire competition, incorporating high-profile corporate brand integration across key calendar highlights, including the season’s marquee opening fixtures and the rapidly expanding Hungry Jack’s NBL Ignite Cup.

The partnership represents a milestone for Australian professional basketball, seamlessly linking a premier domestic sports property with one of the most commercially influential and active brand sponsors in global sport.

Red Bull’s dynamic presence will be embedded across critical touchpoints of the season, creating innovative fan-facing activations, digital content integrations, and driving high-energy engagement across both live arena environments and broadcast platforms as the league continues its steep upward commercial trajectory.

NBL Chief Commercial Officer Samantha Green emphasised the strategic alignment and broader economic significance of securing an internationally renowned partner of Red Bull’s calibre within the expanding basketball ecosystem.

“Red Bull is one of the most recognisable brands in the world, and having them join the NBL says a lot about where this League is heading,” Green said.

“It’s a natural connection; both brands are built on energy, innovation and pushing to be the best.

“Red Bull choosing to back the NBL now is further proof of the growth we’re seeing right across the game, and we’re proud to have them alongside us.”

This collaboration highlights the growing attractiveness of the NBL to blue-chip corporations seeking deep coordination. With the Ignite Cup introducing an elevated competitive format and prize pool, the agreement with Red Bull provides enhanced sponsorship value and promotional reach that will resonate strongly with younger, digitally native audiences.

Business Discipline and ROI Key to Supercars’ Next Commercial Era, Says DJR Chief Executive Megan Foster

Posted on September 25, 2026September 25, 2026 by Courtney

Shell V-Power Racing Team (Dick Johnson Racing) CEO, Megan Foster, has outlined a clear commercial directive for motorsport, declaring that sporting partnerships must be built on measurable return on investment (ROI) rather than historical relationships alone.

Speaking ahead of her appearance at the Women in Sport Summit, Foster—the first female Chief Executive Officer in Supercars history—emphasised that sustainability requires running a race team with absolute corporate discipline.

Driving ROI and Dynamic Sponsorship Strategy

Drawing on her extensive background as a former Chief Marketing Officer and naming-rights sponsor lead with Viva Energy (Shell Australia licensee), Foster noted that modern sports management demands hard commercial outcomes.

“I think, I mean I’m an ex-CMO, so I oversee managed marketing budgets and you’re really about value.”

“So a lot of sponsorships in motorsport are built on relationships.

“So if you think about a lot of the sponsors that are in supercars, it’s based on long-term relationships.

“And that’s great, but the reality is it has to be around return on investment,” Foster said.

Foster highlighted that commercial models must serve two distinct channels: business-to-consumer (B2C) properties focused on audience penetration and revenue, and business-to-business (B2B) alignments leveraging exclusive hospitality.

“If it’s a B2C, so business to consumer, it’s got to be about eyeballs and penetration and appealing to the customer and then actually then getting an outcome so that might be increased revenue or whatever that may look like,.”

“If it’s B2B, so business to business, which you see a lot in our sport, it’s got to be about those money can’t buy experiences that you can bring your clients to the track and experience that and add value to them in terms of building your relationships with your businesses from your business,” Foster explained.

Balancing Accessibility with Commercial Value

Addressing the category’s economic strategy, Foster questioned whether Supercars’ open-paddock nature risks devaluing its commercial yield compared to international benchmarks like Formula 1.

“I think there would be an argument that we’re too accessible as a sport. So if you are too accessible, then you can’t charge what you want.”

“So you get an example of Formula One and you go to the Australian Grand Prix.

“You cannot get anywhere near the drivers, the cars. It’s very inaccessible. Us as a sport, it’s very accessible.

“When something is in demand and you can’t get it, you pay more for it,” Foster further shared.

Elevating Female Leadership Across Motorsport

While acknowledging the nature of her appointment, Megan Foster remains focused on commercial capability over gender representation, urging organisations to view leadership appointments through a business lens.

“I really believe that having a female come into supercars as a CEO, it’s the first female CEO in supercars, is fantastic.”

“And it really shows other females what can be done.

“Look, I think within supercars themselves, it’s a business, right?

“So this is how I look at this.

“This is a business what I do.

“So I’ve got to be able to generate with my team enough income and sponsorship dollars and different various things to be able to support being the best in the category,” Foster stated.

The Women in Sport Summit runs from 19–22 October 2026 at Adelaide Oval, with the Leadership Summit taking place on Wednesday 21 October. Secure a ticket here now!!!

Newcastle United Secures Landmark Global Partnership with Coca-Cola

Posted on September 25, 2026September 25, 2026 by Courtney

Newcastle United has announced a multi-year commercial agreement, welcoming Coca-Cola as the club’s official soft drinks partner alongside naming rights for the popular St. James’ STACK fanzone.

The multi-year partnership combines traditional beverage category rights with high-impact physical activations at the club’s premier entertainment hub adjacent to St. James’ Park. Under the arrangement, Coca-Cola will act as the presenting partner of St. James’ STACK, supercharging the matchday atmosphere through live music performances, interactive fan zones, game-day giveaways, and exclusive VIP hospitality experiences.

Commenting on the partnership, Newcastle United’s chief revenue officer, Dave O’Connor, said: “Coca-Cola has a long and rich history in sport, holding relationships with some of the biggest names in world football. We’re delighted to welcome such an esteemed partner to Newcastle United.”

“Together, we’ll celebrate the things that make Newcastle such a proud and distinctive city: football, character, music, culture and, above all, the sense of celebration that brings people and communities together.

“From elevating the matchday experience at St. James’ STACK to connecting with new audiences around the world, we’re excited about what we can create together,” he said.

Echoing these sentiments, general manager at Coca-Cola Great Britain and Ireland, Dusan Stojankic, added: “Newcastle United is a club that represents far more than football.”

“From the incredible atmosphere at St. James’ Park to the deep connection between the club, the city and its supporters, there is something truly distinctive about it.

“Through this partnership, we look forward to creating unforgettable moments for fans and becoming part of the celebrations, traditions and experiences that bring the Newcastle United community together,” he said.

South Melbourne and Melbourne Victory Australia Cup Final Sells Out AAMI Park in Record Time

Posted on September 25, 2026September 24, 2026 by Courtney

The Hahn Australia Cup Final between South Melbourne FC and Melbourne Victory selling out AAMI Park in just over a day.

The demand shattered previous ticket sales records before a ball has even been kicked, locking in a capacity crowd for the high-stakes Victorian showdown scheduled for Saturday, 10 October 2026.

Reflecting on the overwhelming community and commercial response, South Melbourne co-president, Bill Papastergiadis, emphasised the broader implications for the sport’s domestic pyramid.

“Selling out AAMI Park in just over a day, including every seat in our half of the stadium, illustrates the role that South Melbourne Hellas and other foundation clubs play in Australia’s football landscape.”

“History and tradition are crucial to supporter engagement. The football community is clearly craving a stronger connection across our football pyramid.

“Ticket sales have surpassed the previous Australia Cup Final record before a ball has even been kicked. This response affirms Hellas’ credibility and credentials as an important part of the game.

“It is time for our code to engage with all of its participants and for the A-League structure to reflect that.

“Hellas wants to be part of the game’s future,” Papastergiadis said.

The sellout saw the entire half of the stadium allocated to South Melbourne supporters snapped up within hours, highlighting the deep cultural roots and commercial viability of heritage clubs operating outside the top-tier A-League structure.

For South Melbourne, the fixture marks a milestone as they chase silverware in the modern era of the national knockout competition, while competing for direct qualification stakes into Asian club football.

City of Moreton Bay Secures Partnership to Host National Table Tennis Championships and Hopes Tour

Posted on September 25, 2026September 24, 2026 by Courtney

Table Tennis Australia has announced a municipal partnership with the City of Moreton Bay, securing the municipality as the official host partner for the upcoming National Junior Championships and the ongoing National Hopes Tour Queensland.

Staged at the recently redeveloped South Pine Indoor Sports Centre in Brendale, home to the Queensland Table Tennis Centre of Excellence, the elite competitions reinforce the region’s strategic standing as a premier destination for national sports tourism and high-performance athlete pathways.

Welcoming the partnership, Table Tennis Australia CEO, Nicole Adamson, said: “We are incredibly grateful for the support of City of Moreton Bay in hosting the National Hopes Tour Queensland and National Junior Championships.”

“Partnerships like this are vital to the continued growth of table tennis across Australia, providing athletes with world-class competition opportunities while delivering meaningful economic and community benefits.

“Moreton Bay has demonstrated a strong commitment to sport and active communities, and we are pleased to welcome players, coaches, officials and families from across the country to these outstanding events,” Adamson said.

Highlightinh the municipal return on investment delivered by hosting premier national sporting fixtures, City of Moreton Bay Mayor, Hon. Peter Flannery, said: “City of Moreton Bay has a reputation as a destination for sports and major events.”

“We are excited to welcome athletes, coaches, officials and supporters from across Australia for the TTA National Hopes Tour and National Junior Championships.”

“These events build on the success of the Queensland Table Tennis Centre of Excellence and further strengthen Moreton Bay’s reputation as a leading destination for table tennis in Australia.

“We look forward to welcoming the table tennis community to our world-class facilities and sharing the hospitality, lifestyle and visitor experiences that make Moreton Bay such a great place to visit, compete and stay,” Mayor Flannery said.

The premier facilities, capable of accommodating over 1,500 spectators, provide an advanced operational platform for player development. The National Hopes Tour is currently underway, while the flagship National Junior Championships are scheduled to run from 27 September to 3 October 2026.

Formula E Unveils New Brand Identity

Posted on September 25, 2026September 24, 2026 by Courtney

The ABB FIA Formula E World Championship has officially unveiled a new brand identity designed to unify its strategy and upcoming technical evolution, and global media expansion.

Launched ahead of the anticipated December debut of the revolutionary GEN4 race car, the visual refresh translates the organisation’s core ambition of making progress thrilling into a faster, more visceral consumer experience.

Designed for a complex digital landscape spanning live broadcasting, streaming platforms, social media, and gaming, the updated brand architecture features an angular logomark with hidden “F” and “E” elements that signify acceleration and continuous motion.

The overhaul aims to position the all-electric championship firmly at the intersection of professional motorsport and contemporary culture, creating a flexible, high-value asset base for global corporate partners, manufacturing stakeholders, and host cities.

Highlighting the impact driving the rebrand, chief marketing officer Formula E, Ellie Norman, said: “Formula E is growing rapidly across every dimension; from the racing on track to our global audience and commercial partnerships.”

“Our previous identity represented an earlier chapter; this brand refresh reflects exactly where we are going next.

“We believe progress should be thrilling.

“We are no longer asking people to imagine what the future of racing could be, we are showing them what it looks like.

“It is fast, competitive, technologically advanced and culturally relevant, and we want the world to experience it that way,” Norman said.

The strategic rebrand coincides with the championship’s largest global calendar to date, a landmark streaming partnership with Disney+, and the introduction of the high-stakes E-Prix Unleashed format, marking a major turning point for the series.

Major automotive manufacturers such as Porsche, Jaguar, Nissan, Stellantis, Mahindra, and Lola Cars continue to back the series as an essential competitive testbed for cutting-edge sustainable vehicle technologies.

Peter V’landys Appointed Executive Chairman in Landmark ARLC Shift

Posted on September 24, 2026September 24, 2026 by Courtney

The Australian Rugby League Commission (ARLC) has announced the unanimous endorsement of Peter V’landys AM as Executive Chairman, following extensive consultation with key members including NRL clubs, the NSWRL, and the QRL.

The appointment provides a continuity and operational certainty as the sport enters an ambitious phase of international and domestic expansion, underpinned by a newly secured, record-breaking seven-year, $5.3 billion media rights agreement.

During his tenure as chairman since September 2019, V’landys has driven a transformative commercial era for the code, scaling annual revenue to $845.6 million in FY25 and accumulating net assets approaching $500 million.

Reflecting on the financial turnaround and leadership defining the tenure, ARLC commissioner, The Hon. Peter Beattie AC, said: “Peter has completely reinvigorated Rugby League during his tenure and the Commission is backing him in to grow the game even further.”

“Peter inherited a game with limited reserves and no significant assets, one that had needed an advance from its broadcasters just to pay the Clubs and Players.

“He consistently put the fan first, and the record audiences and the biggest broadcast deal in Australian sport followed,” she said.

Accepting the expanded executive mandate, Peter V’landys AM articulated his vision for the code’s global future.

“I am honoured every day to have the opportunity to give something back to Rugby League and could not be more excited for the game’s future.”

“Rugby League is the greatest game of all and we are going to take it to the world,” he said.

The permanent consolidation of executive duties follows a period of dual operational management and marks V’landys’ departure from his long-standing leadership role at Racing NSW after 22 years.

To ensure best practice institutional transparency and robust checks alongside the expanded executive model, the Commission has established a Governance Oversight Committee chaired by Dr Gary Weiss AM.

With high-profile international initiatives and upcoming expansion projects including the Perth Bears in 2027 and the Papua New Guinea Chiefs in 2028, backed by a $600 million federal funding commitment.

NTT INDYCAR Series Delivers Record-Breaking 2026 Season Driven by FOX Sports

Posted on September 24, 2026 by Courtney

The NTT INDYCAR SERIES has concluded a 2026 campaign defined by massive audience growth, soaring attendance, and record digital engagement, solidifying its commercial momentum across North America.

Capitalising on a broadcast partnership with FOX Sports, the open-wheel championship delivered its highest average viewership in nearly two decades, averaging 1.68 million viewers across an 18-race schedule while securing 23 broadcast television appearances.

The impact extended across race weekends, where overall attendance rose by approximately 20 percent. Grandstands sold out at marquee fixtures including the Indianapolis 500 and the inaugural Freedom 250 Grand Prix in Washington, D.C., which drew a peak audience of 3.5 million viewers.

Commercial initiatives, such as the debut of the Java House Grand Prix of Arlington via a joint venture with the Dallas Cowboys and REV Entertainment, further highligted the organisation’s expanding market reach and soaring merchandise sales, which climbed nearly 40 percent year-on-year.

Highlighting the impact of the new broadcast alliance and ongoing capital investments, Penske Entertainment president and CEO, Mark Miles, said: “This is an incredible new era for the NTT INDYCAR SERIES, defined by growth, energy and momentum.”

“Our partnership with FOX Sports has raised the bar for our sport, and in turn we’ve invested in new events and opportunities to accelerate our already immense progress.

“Alongside our teams and partners, our commitment to maintain and expand one of the fastest growth curves in all of sports is unmatched,” Miles said.

Digital and social media platforms experienced unprecedented engagement, led by record traffic on the INDYCAR App powered by NTT DATA and more than 250 million video views. Shoulder program offerings also expanded significantly, with the digital docuseries “ALL IN: INDYCAR,” produced alongside FOX Sports and Tom Brady’s Shadow Lion, attracting over 6 million views on YouTube.

Looking toward long-term technicalities, INDYCAR officially unveiled the lighter, faster IR-28 car slated for introduction in the 2028 season, reinforcing its commitment to cutting-edge design and enhanced wheel-to-wheel competition.

This roadmap is supported by multi-year engine manufacturer agreements secured with Chevrolet and Honda.

INDYCAR president, J. Douglas Boles, emphasised the importance of continuous innovation.

“The IR-28 unveil was a massive milestone for the sport, and it has been incredible to get so much positive feedback from both our drivers and our fans.”

“To capitalize on our momentum, we need to be constantly innovating and look toward the future, and the IR-28 reflects our commitment to this mindset,” Boles said.

With intense competition yielding eight different race winners and multi-year commitments from premier original equipment manufacturers, INDYCAR enters the 2027 cycle positioned for sustained expansion.

Queensland Government Restructures Racing Governance by Merging Racing Queensland and Integrity Commission

Posted on September 24, 2026 by Courtney

The Queensland Government has announced a structural reform that will merge the functions of Racing Queensland and the Queensland Racing Integrity Commission into a single hybrid model.

Unveiled as part of the state’s broader “The Next Lap” racing reform plan, the initiative aims to eliminate operational duplication while safeguarding independent oversight for animal welfare and industry integrity across the thoroughbred, harness, and greyhound codes.

Under the updated governance framework, a newly created chief integrity officer within Racing Queensland will maintain independent oversight of racing integrity.

This executive position will hold equal standing to the organisation’s chief executive and report directly to the racing minister, the Racing Queensland board, and a dedicated board subcommittee. The restructuring marks a shift from the government’s previous December 2025 proposal, which originally intended to transfer only non-core functions while retaining a separate commissioner of stewards.

Highlighting the scale and importance of the sector, Racing Minister, Hon. Tim Mander, said: “The racing industry is vital for Queensland, contributing more than $2.5 billion per year into our economy and responsible for around 14,000 jobs across the state and that’s why we’re delivering a plan for the future of the industry.”

The reform addresses long-standing financial sustainability concerns and operational duplication between the state’s commercial sporting administration and its independent statutory regulator, which was originally established in 2016 following an inquiry into industry self-regulation failures.

Minister Mander further noted overhaul of the organisation.

“It’s imperative that we have a progressive and efficient governance model in place to continue to grow the industry for communities throughout Queensland, while ensuring animal welfare is at the heart of all decision-making.”

“By amalgamating Racing Queensland and the Queensland Racing Integrity Commission and establishing a chief integrity officer, we can maintain clear lines of accountability while reducing operational duplication.

“This will not only help to make the industry more efficient and effective, it will greatly increase sustainability, public confidence and confidence within the industry,” Hon. Mander said.

Further legislative amendments and industry consultations will roll out over the coming months to formalise the transition.

Disney+ Accelerates Global Live Sports Strategy with Expanded Rights and Platform Integration

Posted on September 24, 2026 by Courtney

The Walt Disney Company is accelerating its international direct-to-consumer strategy by pushing live sports programming across Disney+, positioning the digital platform to diversify revenue streams through advertising and enhance user retention outside the United States.

Following the integration of ESPN dedicated hubs across more than 50 European and Asia-Pacific territories, the streaming service has progressively expanded its sports inventory through an intricate blend of targeted regional acquisitions and global broadcasting partnerships designed to capture significant international market share.

Recent milestones include a five-year broadcast agreement executed with the National Hockey League, securing exclusive live streaming rights in Sweden and Finland for 160 regular-season matches, studio programming, and high-stakes postseason playoff fixtures.

This development builds directly upon a multi-year global partnership established with Formula E covering 144 territories worldwide, alongside a comprehensive pan-European package for the prestigious UEFA Women’s Champions League. Concurrently, Disney+ has successfully secured European football rights, incorporating selected weekly LaLiga fixtures and upcoming UEFA club competition broadcast packages across key international markets.

Beyond live match broadcasts, Disney+ is actively diversifying its sports entertainment ecosystem to engage younger demographics and capture vital cultural conversations. The platform recently secured distribution partnerships for prominent sports video podcast networks, including Gary Neville’s well-known The Overlap production slate featuring popular panel shows.

Furthermore, the organisation continues to leverage its proprietary intellectual property by combining live sports feeds with advanced real-time animation technologies, deploying popular Pixar and Disney characters into alternative broadcast feeds for major fixtures across professional hockey and football leagues.

Alongside tier-based subscription fees, Disney has updated its European terms of service to explicitly confirm that all streaming tiers, including traditional ad-free plans, may incorporate promotional content, brand sponsorships, and targeted advertisements during live sports broadcasts.

While domestic market complexities, such as legacy broadcast dependencies through ESPN and ABC alongside complex joint venture structures in international markets, present structural considerations, Disney+’s international expansion underscores the growing commercial convergence between premium family entertainment and elite sports broadcasting.

FreshChoice Secures Official Supermarket Sponsorship with Auckland FC

Posted on September 24, 2026 by Courtney

Auckland FC has announced a partnership with supermarket brand FreshChoice, naming the retailer as the official supermarket sponsor of the club ahead of the upcoming football season.

The partnership integrates FreshChoice branding prominently onto the back of Auckland FC’s official training apparel, which will be worn by players and retailed to supporters.

Beyond elite apparel visibility, the collaboration focuses heavily on grassroots community activation, featuring regional player appearances at FreshChoice stores, consumer giveaways, and an exclusive initiative allowing a local grassroots football club to win a private training session with Auckland FC stars.

Highlighting the alignment between retail expansion and club momentum, executive general manager at FreshChoice, Tim Cartwright, emphasised the shared growth trajectories of both entities.

“Since launching in 2024, Auckland FC has shown incredible growth and momentum, and as FreshChoice continues on its own growth journey, partnering with a brand that shares our drive and commitment to local communities is a natural fit.”

“Everything we do at FreshChoice starts with our local communities.

“This partnership is really about showing up for the local people who support our stores every day.

“We’re excited to get behind the team, support the fans, and celebrate a fantastic season ahead together,” Cartwright stated.

Underscoring the importance of aligning with established brands that understand local service delivery, Auckland FC CEO, Nick Becker, added: “This club is about developing football in New Zealand and, most importantly, growing the community around it.”

“What better way to support a growing community than partnering with an organisation that knows a thing or two about serving the local community,” Becker said.

Atlantic Council Launches Power of Sports Center

Posted on September 24, 2026 by Courtney

The Atlantic Council has officially announced the launch of its Power of Sports Center, a content platform designed to unite senior government officials, corporate leaders, institutional investors, sports leagues, and elite athletes from across the USD2 trillion (AUD2.8 trillion) global sports industry.

Unveiled by Atlantic Council president and CEO, Frederick Kempe, during a high-profile event on the sidelines of the United Nations General Assembly, the new initiative aims to leverage the influence of athletics to advance international cooperation, expand market prosperity, and drive sustainable global development.

The centre’s launch featured prominent leadership dialogues involving U.S. Soccer President Cindy Cone and virtual participation from Spanish football legend Luis García. Supported by high-profile founding partners including Goldman Sachs, Bank of America, Kalshi, Limak Holding, and Super Technologies, the platform will structure its initial agenda around five core pillars.

Statecraft and international diplomacy
Infrastructure and private capital development
Technological innovation via artificial intelligence
Societal workforce expansion
Organisational resilience.

These pillars are designed to address the growing intersection of sports with global macroeconomics, private equity, and public policy.

Highlighting the commercial and geopolitical rationale behind the enterprise, Kempe, emphasised the influence wielded by modern sporting bodies.

“Sports is more than entertainment – it influences geopolitics, investment, technology, and global culture, bringing people together across national boundaries,”

“The Atlantic Council will bring to global sport what we have to energy, technology, security and so many other issues around the world: convening power, cross-regional expertise and practical ideas,” Kempe said.

The newly established centre will integrate its platform across broader international policy discussions, with high-profile recognitions slated during the annual Atlantic Council Global Citizens Awards dinner.

The prestigious event will honour key international figures, including Formula 1 president and CEO Stefano Domenicali, and Australian Prime Minister Hon. Anthony Albanese.

Sydney FC Launches ‘The Collective’ B2B Networking Platform Ahead of A-League Season

Posted on September 24, 2026 by Courtney

Sydney FC has officially announced the launch of “The Collective by Sydney FC”, a premium business networking and engagement platform designed to connect commercial organisations and executive leaders through football.

Launching ahead of the upcoming A-League 2026-27 season, the initiative aims to harness the commercial power of sport to build structured, meaningful B2B relationships across the club’s extensive corporate community.

Emphasising the objective behind the new enterprise, Sydney FC GM of commercial and marketing, Matt Pound, said: “The Collective is about bringing together ambitious businesses and people who see the value in building strong, genuine relationships.”

“Sydney FC already has an incredibly diverse corporate network and this gives us an opportunity to connect those businesses in a much more structured and meaningful way.

“Football is a fantastic vehicle for bringing people together, but we want The Collective to go beyond matchday.

“It will be about creating connections, opening doors and providing experiences that our members genuinely value throughout the year,” Pound said.

To spearhead the rollout, Sydney FC has formed a partnership with the Founder of The Corporate Collective, Andrew Towner. Towner brings extensive expertise from developing successful relationship-led business networks within the National Rugby League, aiming to replicate that commercial model around the Sky Blues.

The platform will offer tiered Premium and Standard membership packages, providing businesses with a structured calendar of exclusive corporate events, matchday hospitality entertainment, and behind-the-scenes experiences.

Echoing the collaborative vision, Towner, added: “The strongest business communities grow over time through shared experiences and trust.”

“That’s what we want to create with the collective by Sydney FC.”

“Our focus will be on understanding every member’s business, who they want to meet and where we can help create genuine opportunities for them.

“Sydney FC has an outstanding brand, a fantastic corporate community and a passionate network around the club, so there is enormous potential to bring those people together and create something really valuable,” Towner said.