Ministry of Sport

American Football Australia Partners with PlayHQ to Launch Official Mobile App and Digital Platform

Posted on October 16, 2026 by Courtney

American Football Australia (AFA), the national governing body recognised by the Australian Sports Commission and the International Federation of American Football (IFAF), has announced the launch of its official mobile application powered by sports software provider PlayHQ.

Available free of charge across both iOS and Android platforms, the central digital hub streamlines competition management, participant registrations, live scoring, and fixture tracking for players, coaches, parents, and supporters involved in both tackle and flag football disciplines nationwide.

The deployment integrates AFA’s affiliated state associations and local clubs onto PlayHQ’s cloud-based ecosystem, unifying administrative operations and participant data across its growing footprint.

The technology rollout provides AFA with centralised operational data to track participation metrics and map high-performance pathways, while drastically reducing administrative friction for grassroots volunteers and member clubs managing team rosters, schedule updates, and digital payments.

AFA chief executive officer, Wade Kelly, emphasised the importance of adopting a centralised digital platform to capture domestic growth across all levels of the sport.

“Moving AFA onto PlayHQ gives players and parents one place for their season, and it gives us better data to plan the growth of the sport.”

“We encourage everyone involved in the game to download the app and follow their team,” Kelly said.

By partnering with PlayHQ—which currently services major sporting bodies including Cricket Australia, Netball Australia, Basketball Australia, and the Australian Football League, American Football Australia establishes a modernised digital infrastructure to support long-term participation growth, community engagement, and commercial development across its domestic football ecosystem.

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Parramatta Eels Secure GWM as Official Automotive and Dual-Program Sleeve Partner

Posted on October 16, 2026 by Courtney

The Parramatta Eels have announced a partnership with Chinese automotive manufacturer GWM, securing the brand as the club’s Official Automotive Partner alongside exclusive sleeve sponsorship rights across both its NRL and NRLW elite playing kits, commencing from the 2027 season.

The deal expands GWM’s corporate footprint within New South Wales, the country’s largest automotive market and rugby league’s core commercial heartland, while integrating the brand across the Eels’ elite men’s and women’s football programs, community engagement initiatives, and nationwide broadcast exposure.

Parramatta Eels chairman, Matthew Beach, welcomed GWM to the club’s commercial partner ecosystem, noting the strong cultural and strategic alignment between both organisations as they pursue aggressive growth targets.

“We are delighted to welcome GWM as the Official Automotive Partner of the Parramatta Eels.”

“GWM’s story is one of ambition and continual improvement, qualities that strongly resonate with our Club, our players and our supporters.

“This is a partnership built to grow, delivering value for both organisations and creating exciting opportunities for our members and fans,” Beach said.

GWM chief operating officer, John Kett, highlighted the shared philosophies driving the collaboration beyond traditional sponsorship.

“On the surface, GWM and the Parramatta Eels have very different histories, but at our core we share many of the same values.”

“Both organisations value hard work, the importance of earning the trust of the people who back them, and both are focused on building long-term success.

“We see this partnership as much more than a sponsorship.

“It’s an opportunity to become part of the Sydney community, to support the Eels, their members and fans, and to build something together that both organisations can be proud of.

“For Parramatta, the goal is premiership number five.

“For GWM, our immediate goal is to become Australia’s number five automotive brand,” Kett said.

For GWM, which has operated in the Australian market for 18 years, the partnership serves as a key commercial lever to accelerate brand consideration as it targets a top-five position among automotive manufacturers nationally.

Major Ticket Demand Signals Commercial Growth for ICC Men’s Cricket World Cup 2027

Posted on October 16, 2026 by Courtney

Global commercial and fan interest in the ICC Men’s Cricket World Cup 2027 has surged to record levels, with the International Cricket Council (ICC) receiving more than 15 million ticket applications within 12 days of launching the official tournament ticket ballot.

Following the opening of registrations on 1 October, a total of 4,423,417 ballot applications covering 15,083,752 individual match tickets were submitted by supporters across 142 nations.

Highlighting the momentum generated by multi-platform marketing activations and global event positioning, ICC CEO, Sanjog Gupta, said: “The overwhelming demand for tickets is testament to the stature and appeal of the Cricket World Cup, the allure of Africa as a destination and the anticipation for the event generated by the ICC and its partners’ promotional activities leading up to the event launch.”

“With a year to go, the ICC has planned an exciting runway of 360 degree activations, multi-platform campaigns and content line-ups, which will elevate the fandom associated with the ICC Cricket World Cup 2027,” Gupta said.

The initial influx demonstrates a steep growth trajectory, escalating from one million applications in the first week to over 15 million in under a fortnight. The global demand is anchored by primary markets, with the United Kingdom, host nation South Africa, India, the United States, and Australia leading the volume of ballot entries.

The 14th edition of the flagship One Day International (ODI) tournament will be co-hosted across three African nations—South Africa, Zimbabwe, and Namibia—marking a return of the Men’s Cricket World Cup to the African continent for the first time since 2003.

The footprint is further amplified by the free, randomised ballot system designed to manage high-volume demand without favoring initial registration speed.

The registration phase will remain open through 21 November, providing the governing body and its corporate partners with an extensive, high-intent consumer database across key international growth territories.

Brisbane Racing Club Re-Elects Leadership Board and Delivers $89.7 Million Revenue for FY26

Posted on October 16, 2026 by Courtney

The Brisbane Racing Club held its Annual General Meeting (AGM) at Eagle Farm Racecourse, confirming the re-election of key board leadership following a contested Director election.

Brisbane Racing Club chairman Richard Morrison, vice chairman Terry Svenson, and director Jennifer Creaton, were all returned to serve another term on the BRC Board, prevailing over fellow candidates Michael Rapkins and Cheryl Ahchee. Addressing over 80 attending members and guests, Morrison expressed gratitude for the membership’s continued vote of confidence while acknowledging the nominees for their dedication to the venue’s governance.

The club presented strong financial metrics for the 2025/26 financial year, reporting a total Group revenue of $89.7 million and a net profit of $4.7 million. Underlying EBITDA expanded beyond budget expectations and surpassed previous year figures, driven by operational turnarounds and yield across its core racing, commercial hospitality, and licensed venue divisions.

Additionally, the Brisbane Racing Club Foundation reached a commercial milestone by passing $1 million in total distributions toward regional charitable and community initiatives.

Commenting on the strategic balance between maintaining financial discipline and funding major precinct infrastructure developments, Brisbane Racing Club chairman, Richard Morrison, said: “I would like to congratulate Terry and Jen on their re-election and thank our Members for the confidence they have shown in the Board.”

“I also want to sincerely acknowledge Michael Rapkins and Cheryl Ahchee for putting themselves forward.

“Both have demonstrated genuine passion for the Brisbane Racing Club and a strong commitment to its future.

“We are fortunate to have Members who care deeply about the Club and are prepared to contribute their time and expertise to its ongoing success.

“The Brisbane Racing Club Foundation reaching the $1 million milestone is something our entire Club can be incredibly proud of.

“It reflects the generosity of our Members, partners and supporters, and the important role our Club plays in supporting the wider community,” Morrison said.

Turning to medium-term capital development, Morrison outlined the progress surrounding the ongoing transformation of the spectator precinct at Eagle Farm Racecourse, which represents one of the largest infrastructure redevelopments in the organisation’s history.

“We have achieved a great deal over the past 12 months, both on and off the track, while continuing to lay the foundations for the next chapter of the Brisbane Racing Club.”

“The redevelopment of Eagle Farm is an important part of that future.

“Our priority is to ensure we deliver facilities that our Members and the wider racing community can be proud of, while maintaining the long-term financial strength of the Club.

“There is still considerable work ahead, but we are confident in the direction we are taking and excited about the opportunities in front of us,” Morrison said.

The Brisbane Racing Club membership unanimously voted to adopt the 2025/26 financial statements and Annual Report.

FIFA Proposes $6.3 Billion Global Soccer Development Fund Ahead of Presidential Election

Posted on October 16, 2026 by Courtney

FIFA has proposed a USD6.35 billion (AUD9.31 billion) US funding package for global soccer development covering the 2027 to 2030 financial cycle, asubstantially increasing financial allocations to USD25 million (AUD36 million) for each of its 211 member associations.

The investment strategy draws upon more than USD3.5 billion (AUD 5.05 billion) from FIFA’s financial reserves, which were significantly bolstered by the record commercial success of the 48-team men’s World Cup hosted across the United States, Canada, and Mexico.

Total revenues for the 2022–2026 financial cycle are estimated at approximately USD15 billion (AUD21 billion), outperforming initial revenue projections and enabling expanded capital distribution across international confederations, regional bodies, and grassroots stakeholders worldwide.

The financial announcement arrives amid heightened political maneuvers within international football governance, as European leaders seek alternative candidates to challenge FIFA president, Gianni Infantino, ahead of the upcoming leadership election scheduled for March 18 in Rabat, Morocco.

UEFA’s active opposition follows recent governance disputes, including a scrapped private investment initiative and ongoing legal inquiries regarding financial administration. In response to regional stakeholder feedback, the newly structured proposal allocates USD99 million (AUD143 million) to each of the six continental confederations, ensuring widespread financial backing ahead of the strict November electoral nomination deadline.

Outlining the imperative of leveraging the organisation’s windfall to support global infrastructure, administrative capacity, and competitive pathways FIFA president, Gianni Infantino, said: “Taken together, your submissions confirm broad agreement on the central objective: FIFA’s financial success must serve football and all FIFA’s 211 member associations.”

“I am confident that together we can reach a sustainable and properly supported outcome for FIFA’s member associations and for football in every part of the world,” Infantino said.

The funding framework is scheduled for finalisation by the FIFA Council in December, followed by formal ratification at the FIFA Congress in Morocco next March.

Adelaide 36ers Welcome Crystalbrook Sam as Official Accommodation Partner

Posted on October 16, 2026October 15, 2026 by Courtney

The Adelaide 36ers have secured a high-profile commercial alliance ahead of the upcoming National Basketball League (NBL) season, welcoming the soon-to-open Crystalbrook Sam as the club’s Official Accommodation Partner.

Under the agreement, the luxury five-star Adelaide Central Business District property will also serve as the exclusive accommodation provider for all visiting teams competing against the 36ers in South Australia.

Located on Halifax Street and featuring 196 rooms alongside upscale wellness and dining facilities, the hotel’s December launch provides an immediate premium hospitality solution for the professional sporting organisation while expanding its growing commercial partnership ecosystem and delivering exclusive member incentives.

Commenting on the partnership, Adelaide 36ers CEO, Nic Barbato, said: “Crystalbrook Sam is an outstanding addition to Adelaide’s hotel offering, and we’re thrilled to welcome them into the Adelaide 36ers family as our Official Accommodation Partner.”

“Having a five-star property of this calibre as our accommodation provider is a great addition to our growing commercial partnership group.

“Our members will also benefit from this partnership with some great offers giving them the opportunity to experience Crystalbrook Sam,” Barbato said.

Emphasising the synergy between the boutique luxury property and the local sporting community, Crystalbrook Sam GM, Kelvin Dodt, added: “Crystalbrook Sam brings together all the good things about Adelaide, and the 36ers are a big part of that.”

“Looking after people is what we do best, whether that’s a visiting team resting up before game day or a 36ers member celebrating a big win over dinner and a martini on the rooftop.

“We can’t wait to welcome them all when we open in December,” Dodt said.

The property features comprehensive lifestyle amenities, including the signature rooftop restaurant Matines, casual dining via Café Sami, and the Eléme Day Spa.

American Soccer Fandom Soars After 2026 FIFA World Cup

Posted on October 15, 2026October 15, 2026 by Courtney

Following the conclusion of the 2026 FIFA World Cup, soccer fandom across the United States has experienced a boost in audience surge, according to comprehensive new market intelligence released by Nielsen.

Proprietary Fan Insights data indicates that the total volume of individuals identifying as dedicated soccer fans within the U.S. climbed sharply from 66.8 million in July 2025 to an impressive 75.2 million by July 2026.

Evaluating the broader five-year commercial window spanning from 2022 to 2026, national soccer fandom has expanded by a remarkable 27 percent.

This growth represents an influx of 16 million new supporters, firmly establishing the sport’s accelerating economic trajectory and expanding consumer base across North American markets.

The global tournament, wAhich proudly featured a record-breaking contingent of 45 Major League Soccer players representing 22 domestic clubs and 17 international nations, has directly catalysed domestic broadcast viewership and media asset valuation.

Since the resumption of league fixtures following the dedicated World Cup mid-season break, regular-season television audiences across primary network partners FOX and FS1 have recorded substantial double-digit uplifts.

Specifically, viewership surged by 55 percent among young male demographics aged 18 to 34 and climbed by 29 percent among general adults aged 18 to 34 when benchmarked against pre-tournament regular-season fixtures.

Long-term performance metrics further validate the sustained commercial momentum captured by domestic club competitions. Nielsen’s longitudinal tracking demonstrates a robust 28 percent expansion in Major League Soccer fandom between 2022 and 2026, accounting for an incremental gain of 11.7 million dedicated fans entering the commercial ecosystem.

Netflix Secures Exclusive Rights in Spain and Andorra for FIFA World Cup 2030

Posted on October 15, 2026 by Courtney

Netflix has significantly expanded its live sports broadcast portfolio by securing exclusive rights in Spain and Andorra to the FIFA World Cup 2030™.

The agreement covers all 104 matches of the centenary tournament, which marks the 100th anniversary of the global sporting showcase. Defending world champions Spain will serve as a primary co-host alongside Morocco and Portugal, with opening centenary celebration matches hosted in Argentina, Paraguay, and Uruguay.

To ensure broad accessibility under the broadcast terms, one match per matchday will be accessible for free in Spain, while a dedicated package encompassing every fixture featuring the Spanish national team, both semi-finals, and the final will air on a national free-to-air broadcaster.

Sharing how the significance of capturing the tournament as Spain defends its title on home soil, Netflix chief content officer, Bela Bajaria, said: “Few events unite people like the World Cup.”

“I was in the stands this year as Spain lifted the trophy and witnessed the passion, the pride, the stories — they all become part of a nation’s culture and are remembered for generations.

“With Spain set to host in 2030, we’re thrilled to bring every match to fans across Spain and Andorra on Netflix.

“For Spanish football fans, welcoming the world as reigning champions on Netflix will make this a moment unlike any other.

“And, our expanding partnership with FIFA, including the Women’s World Cup in 2027 and 2031 for the US and Canada, reflects our continued commitment to bringing fans closer to the world’s biggest sports moments,” Bajaria said.

Underscoring the alignment between the governing body and the streaming platform to maximise global viewership, FIFA secretary general, Mattias Grafström, said: “We are pleased to build on our partnership with Netflix as we look ahead to the FIFA World Cup 2030.”

“This will be a special edition of the tournament, and we look forward to working together to bring it to fans across Spain and Andorra.

“Our shared ambition is to bring fans closer to the game and enable as many people as possible to share in the excitement of the competition,” Grafström stated.

The move reinforces Netflix’s broader commercial strategy to integrate premium live sports into its subscription model, complementing existing broadcast rights for the FIFA Women’s World Cup 2027 and 2031 across the United States and Canada, alongside global investments in NFL, MLB, WWE, and combat sports programming.

Further details regarding Netflix’s partnership with the national free-to-air provider for select fixtures will be finalised closer to the tournament kickoff.

WNBL Secures Chinese Broadcast Partnership with YIDA

Posted on October 15, 2026 by Courtney

The Women’s National Basketball League (WNBL) has announced a media partnership with Hong Kong-based YIDA ONEPATH LIMITED, securing digital broadcasting coverage across China for the 2026–27 season.

Brokered by global sports technology partner Sportradar, the agreement will beam every fixture across four major Chinese social and streaming platforms: Douyin, RedNote, Kuaishou, and WeChat Channels.

The commercial arrangement marks a strategic push into one of the world’s largest digital basketball markets, capitalising on an influx of elite Chinese talent competing within the Australian domestic competition.

Emphasising that the partnership serves as a vital pillar in the organisation’s broader international strategy, WNBL Chief Operating Officer, Justin Nelson, said: “This partnership is an important step in growing the WNBL’s international audience.”

“As a global game, basketball provides an opportunity to connect fans across borders, and broadcasting every game into China allows us to build on that opportunity and introduce the League to a broader audience.

“We want to build stronger connections with basketball fans across Asia and give more people the opportunity to follow the WNBL.

“This partnership is an important step towards that, with China providing a platform to grow our audience and explore opportunities in other markets across the region,” Nelson said.

Noting that the collaboration leverages specialised media execution through its Best Sports brand, chief operating officer of YIDA ONEPATH LIMITED, Gong Fan, added: “The new WNBL season will feature four Chinese players competing across the League,”

“Wang Siyu has joined the Southside Melbourne Flyers, Han Xu and Zhang Wanglai have signed with the Geelong Venom, while Chinese women’s national team captain Yang Shuyu has made a high-profile move to the Sydney Flames.

“The growing number of Chinese players choosing to compete in the WNBL reflects the League’s increasing profile in China, as well as the high standard and competitiveness of Australian women’s basketball.

“Through Best Sports (a sports media brand under Yida), we will bring high-quality live coverage of the WNBL to basketball fans in China via Douyin and RedNote.

“At the same time, we will work closely with our platform partners to explore more innovative and interactive opportunities around live broadcasts, creating a richer viewing experience and bringing fans closer to the League and its players.

“Through this continued partnership, we hope to further strengthen the connection between basketball communities in China and Australia.

“More importantly, we hope basketball can serve as a bridge between the two countries, creating new opportunities for sporting exchange and new points of connection between Chinese and Australian cultures.” Gong said.

The international media expansion is underpinned by an increase in Chinese national team players participating in the league, scaling from one to four athletes.

The roster features Han Xu and Zhang Wanglai with the Geelong Venom, Wang Siyu representing the Southside Melbourne Flyers, and Chinese women’s national team captain Yang Shuyu joining the Sydney Flames.

WNBL Announce Official Ford Australia as Official Presenting Partner

Posted on October 15, 2026October 15, 2026 by Courtney

Ford Australia has significantly expanded its commitment to domestic women’s sport by securing the naming rights as the official Presenting Partner of the Women’s National Basketball League (WNBL) for the upcoming 2026-27 season.

Building upon an established foundational relationship, the automotive manufacturer’s elevated investment aims to accelerate the commercial momentum and national footprint of Australian women’s basketball.

Commenting on the partnership, WNBL chief of strategy and basketball partnerships officer, Lauren Jackson, said: “The WNBL is entering a period of enormous growth, and having Ford put its full power behind our League is a fantastic endorsement of the global and local momentum around women’s basketball.”

“Ford has a deep connection with basketball communities right across Australia, so there’s a natural alignment with the WNBL and the opportunity to bring that connection to the elite level of the game.

“Our FULL POWER. FEEL IT LIVE. campaign is all about capturing what makes the WNBL so special – the energy, intensity and emotion you experience when you see these incredible athletes compete live.

“We’re excited to have Ford alongside us as we bring this energy to new audiences and continue to build for a strong future,” Jackson said.

Highlighting that the elevated partnership serves as an essential step in extending the company’s broader engagement with Australian sports fans, director of marketing at Ford Australia, Ambrose Henderson, added: “We’re proud to support the basketball athletes, fans and communities who bring so much energy to the game.”

“Becoming the WNBL’s Presenting Partner is a natural next step for Ford as we renew our focus on Australian basketball.

“The League’s momentum reflects the strength and potential of the women’s game, and we’re excited to help more people experience and enjoy the WNBL across the country,” Henderson said.

The partnership positions Ford at the forefront of the league’s strategic growth initiatives, highlighting the brand’s ongoing corporate commitment to supporting elite female athletes and grassroots basketball development programs.

Ford has a long-standing connection to basketball in Australia, supporting more than 200 community clubs nationwide through its network of 180 dealerships.

The partnership will integrate directly with the WNBL’s “FULL POWER. FEEL IT LIVE.” promotional campaign, designed to capture the intensity, skill, emotion, and live atmosphere of the competition across digital and broadcast touchpoints.

As Presenting Partner, Ford will maintain a major presence throughout the season, providing critical commercial stability and promotional reach as the league continues to expand its national audience.

Victoria Racing Club Returns to Net Profitability with $5.4 Million Result for FY26

Posted on October 15, 2026 by Courtney

The Victoria Racing Club (VRC) has announced a net profit of $5.4 million for the 2026 financial year, marking a $12.6 million financial turnaround from FY25 and delivering the organisation’s first net profit since FY20.

Alongside the bottom-line recovery, the VRC recorded an earnings before interest, taxes, depreciation, and amortisation (EBITDA) result of $23.9 million, surging from $12 million in the previous corresponding period. The financial uplift was underpinned by the commercial and operational success of the 2025 Melbourne Cup Carnival, supported by sustained revenue growth across corporate sponsorship portfolios, domestic and international broadcast rights agreements, and membership fees.

Emphasising that the financial milestone reflects disciplined commercial execution and long-term strategic planning, VRC CEO, Kylie Rogers, said: “Our return to net profitability is an important milestone for the Club and reflects the progress we have made over recent years to strengthen our financial position.”

“We have remained disciplined in our approach, with a focus on revenue growth, operational efficiency and long-term financial sustainability to ensure the ongoing success of the Club.

“While that discipline will remain, we will continue to invest in areas that support the Club’s future growth, including projects aligned with the Flemington Masterplan, member experiences, initiatives that strengthen racing at Flemington, and programs that deliver positive outcomes for our community.

“This result provides a strong foundation for the next phase of the Club’s growth and reinforces our confidence in our strategy and the VRC’s positive direction.

“We would like to acknowledge the valued support of the Victorian Government, particularly the Minister for Racing and Minister for Major Events, The Honourable Anthony Carbines, as well as Racing Victoria for their ongoing support of the VRC and the Melbourne Cup Carnival,” Rogers said.

During the financial year, the club achieved a record membership tally of 36,148, reinforcing its global status as the world’s largest members’ race club. Capitalising on the improved revenue streams, the Victoria Racing Club accelerated its balance sheet deleveraging by repaying $15 million in bank debt while maintaining significant capital expenditure allocations toward racing integrity, premium member experiences, and infrastructure developments across the Flemington precinct.

Furthermore, the club continued its financial backing of the broader Australian racing industry, increasing prizemoney top-ups to $7.8 million alongside direct operational investments in stabling and training facilities at Flemington.

NBA Unveils All 30 Team Courts for Emirates NBA Cup 2026

Posted on October 15, 2026 by Courtney

The National Basketball Association (NBA) has officially unveiled the custom-painted court designs for all thirty franchises participating in the Emirates NBA Cup 2026.

Group play is scheduled to tip off on Friday, October 30, with a blockbuster opening doubleheader broadcast globally via Amazon Prime Video, featuring the New York Knicks travelling to face the Philadelphia 76ers, followed by the Los Angeles Lakers clashing with the Golden State Warriors in prime viewing slots.

The commercial rollout highlights a merchandising and branding partnership with Nike, drawing aesthetic inspiration from the brand’s 2026 Standard Issue Collection under the thematic banner of ‘End of Ordinary’.

Each playing surface features oversized team wordmarks mirrored across the court, primary icon placements at center court, and sophisticated color schemes engineered to contrast directly with each club’s Statement Edition uniform worn exclusively during tournament fixtures.

Furthermore, the Emirates NBA Cup trophy branding is embedded prominently throughout the paint and center circle, providing corporate sponsors with maximum visual exposure during live linear and digital broadcasts. A prominent addition for the 2026 competition is the inclusion of the official ’30 Teams. Eight Advance. One Champion.’ tournament tagline positioned near the corner three-point line, reinforcing commercial messaging across domestic and international feeds.

Following the group stage, which sees thirty teams randomly drawn into groups of five within their respective conferences based on previous regular-season win-loss records, competition will run through Friday, November 27 across regional team markets. Eight qualified franchises will subsequently advance to the high-stakes knockout rounds.

The tournament will culminate in the winner-take-all championship match on Friday, December 11, hosted at the historic Hinkle Fieldhouse in Indianapolis, with all knockout fixtures streaming exclusively on Prime Video.

Former Australian Rower Tory Toogood Keynotes WISS 2026 Lineup to Drive Grassroots and Leadership Pathways

Posted on October 14, 2026 by Courtney

Former Australian national rower, pelvic health physiotherapist, and sports administrator Tory Toogood has been confirmed as a featured keynote presenter for the Women in Sport Summit (WISS) 2026, taking place at the Adelaide Oval from 19–22 October 2026.

The announcement, released last week by Ministry of Sport, highlights a strategic push to bridge the gap between grassroots athletic development and executive sports leadership.

Drawing on four decades of multi-faceted involvement across sub-elite, elite, coaching, and medical roles in Australian sport, Toogood’s presentation will focus on leveraging high-performance athletic habits to build sustainable, long-term commercial and administrative career pathways.

Addressing delegates across Australia’s sports management and high-performance sectors, Toogood, will explore the commercial necessity of developing structured, consistent transition programs for athletes entering corporate and administrative positions.

Her session will also highlight the foundational importance of grassroots and state-level sporting bodies in maintaining the national talent and governance ecosystem.

“There are lots of different pathways along the way.”

“Nothing works without our grassroots and without our state level opportunities as well as the bigger national and international opportunities.

“The way to be happy and to find satisfaction in being able to contribute locally, in being able to even move in and out of sporting organisations over the years as life changes and as different opportunities arise, but maintaining connections over a lifetime is something really wonderful as well,” Toogood said.

Toogood’s inclusion reinforces WISS 2026’s focus on long-term workforce retention, athletic transition strategies, and grassroots sustainability across the Australian sports landscape.

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!!!

Viva Energy Signposts Tight Focus for Shell-DJR Deal as Commercial Pressures Mount

Posted on October 14, 2026 by Courtney

Viva Energy’s sponsorship leadership has highlighted the evolving commercial rigour behind its long-standing multi-million dollar motorsport portfolio, confirming that tighter internal budgets are driving a more selective approach to brand alignment.

Speaking in an interview published last week ahead of the annual Women in Sport Summit, Viva Energy- sponsorship manager, Liza Shaw, detailed how the fuel licensee evaluated its multi-decade agreement with Supercars powerhouse Dick Johnson Racing (DJR).

The partnership—spanning nearly 60 years under the iconic Shell V-Power banner—stands as one of the longest continuous corporate sponsorships in Australian sporting history, trailing only the historic union between Ford and the Geelong Cats.

However, speaking with Ministry of Sport CEO and founder, Ben Parsons, Shaw revealed that commercial negotiations surrounding the deal have shifted significantly as macroeconomic factors constrain corporate marketing spend.

“It used to be easier than what it is now.”

“Obviously funds are more tightly controlled, and I guess for all brands, so it’s a robust conversation between both of us.

“It’s got to also work for both parties,” Shaw stated regarding contract renegotiations.

Beyond exposure on the track, the commercial justification rests on direct product integration and cross-departmental utility. Shell utilises its global Supercars footprint as an R&D testbed for consumer performance fuels, leveraging DJR assets across client entertainment, prospective B2B growth, and internal workplace health and safety programs.

“When we’re looking at sponsorship, it’s got to align with our business objectives and what we’re trying to achieve.”

“We don’t take too many sponsorships on anymore as a business because we’ve got focus in other areas,” Shaw added.

Addressing the broader workforce shifts within Supercars, Shaw highlighted that while operational and commercial leadership across teams has reached approximately 50 per cent female representation, structural changes are continuing to take shape across engineering and governance.

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!!!

NZC Secure Title and Presenting Right Partnership with Hero VIDA and Ai+ Smartphone

Posted on October 14, 2026 by Courtney

New Zealand Cricket (NZC) has secured a partnership with two Indian corporatation for the upcoming 12-match India tour commencing on 22 October 2026.

Hero MotoCorp’s emerging mobility arm, VIDA, has been appointed Title Sponsor across all three formats, comprising five T20Is, five ODIs, and two Tests, while fast-growing consumer electronics firm Ai+ Smartphone steps in as the official ‘Powered by’ partner.

The series coincides with the ‘100 Years of Unity through Sport’ programme, commemorating a century of sporting ties between the two nations since an Indian Army hockey team first toured New Zealand in 1926.

Commenting on the growing significance of the bilateral relationship and the value of aligning with major international brands, NZC CEO, Geoff Allott, said: “There’s no secret about how big this tour by India is and we’re delighted to have Hero MotoCorp and AI+ Smartphone partnering with us on it.”

“New Zealand’s relationship with India continues to go from strength to strength on and off the cricket field.

“Alongside the special rivalry that’s developed between the BLACKCAPS and India, it’s equally important that NZC continues to build bonds and partnerships with the Indian public and businesses.

“Hero VIDA and Ai+ Smartphone aren’t just backing this series, they’re backing cricket in New Zealand, and for that we are really appreciative,” Allott said.

EVP of global business – global product planning and global market insights at Hero MotoCorp, Sanjay Bhan, highlighted the alignment and global market positioning enabled by the sponsorship.

“We are proud to be the Title Sponsor for India’s tour of New Zealand, marking yet another significant chapter in the sporting relationship between the two nations.”

“For Hero VIDA, this partnership is an opportunity to associate with a highly anticipated international tournament while celebrating the spirit of movement, ambition and progress – principles deeply rooted in our brand.

“We look forward to an exciting series that inspires fans across the world and creates many memorable moments, both on and off the field,” Bhan said.

Noting the cross-category marketing utility of engaging with international cricket audiences, head of brand, marketing & growth at Ai+ Smartphone, Archi Gogoi, noted: “Cricket is more than a sport in India; it is a shared cultural experience that brings together audiences across generations and geographies.”

“Our partnership with New Zealand Cricket around India’s 12-match tour gives Ai+ an opportunity to participate in one of the most anticipated sporting moments of the year while building relevance for the brand beyond the smartphone category.

“Technology and sport share a common language of performance, innovation and constant evolution, and this partnership allows us to bring that connection to life in a meaningful way,” Gogoi said.