Ministry of Sport

Ministry of Sports Unveils Unmissable Sports Forum and Unmissable Sports Lunch

Posted on June 19, 2026June 19, 2026 by Courtney

We are proud to unveil our Unmissable Sports Forum – “The Business of Global Sport” alongside the Unmissable Sports Lunch – “Football Legends Live, which will be held at Perth this Friday 7 August 2026 – Optus Stadium.

The programme aims to creates a centralised corporate cluster designed to capitalise on the presence of touring international football clubs and driving high-value business, investment, and tourism outcomes in the region.

Unmissable Sports Forum – “The Business of Global Sport”

The morning session materialises as a limited-capacity corporate gathering inside Riverview Room 3 from 8:30am to 12:00pm, mapping the intersecting economic pipelines of global football, domestic athletics, and government investment.

The forum features a prominent institutional lineup led by the Deputy Premier of Western Australia, Hon. Rita Saffioti MLA, who will sit alongside executive representatives from European football powerhouses AC Milan, Inter Milan, Juventus, and Palermo FC, as well as domestic sporting giants the West Coast Eagles and Melbourne Storm.

WHO SHOULD ATTEND: Created for those building, funding and shaping the future of sport.

Business leaders
Sport executives
Government
Investors
Commercial decision-makers
Brands, sponsors & agencies
Athletes & player representatives

Panel discussions will explore the broader macroeconomic impacts of major sporting infrastructure, analysing how global events function as catalysts to drive regional visitation, stimulate foreign investment, and secure lucrative commercial sponsorships.

Tickets to event: Secure your place at “The Business of Global Sport” forum

Unmissable Sports Lunch – “Football Legends Live”

The commercial activation transitions immediately into the afternoon with the Unmissable Sports Lunch – “Football Legends Live,” operating from 12:30pm to 3:30pm within the premium Riverview precinct of Optus Stadium.

The corporate hospitality asset features a world-first assembly of football royalty, placing legendary icons Christian Vieri, Alessandro Del Piero, Javier Zanetti, and Giorgio Chiellini together on a single Australian stage.

The program is built to appeal to corporate marketers, premium hospitality buyers, and football enthusiasts, blending high-value networking with a live athletic training session component.

WHO SHOULD ATTEND:

Business leaders
Sport executives
Government
Investors
Commercial decision-makers
Brands, sponsors & agencies
Athletes & player representatives
Football fans

The presence of multi-time World Cup winners and European champions offers corporate partners an elite platform to examine leadership, high-performance team culture, and brand management through the lens of global sports celebrities.

Tickets to event: Reserve your limited corporate table or individual ticket for the “Football Legends Live” lunch.

The execution of both events over a single day forms a commercial cornerstone of Perth’s wider Unmissable Sports Week, maximising the economic return on international club tours by converting sporting spectacles into measurable corporate assets that strengthen Western Australia’s position within the global sports economy.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.

Ministry of Sport Unveils Women in Sport Summit 2026 at Adelaide Oval

Posted on June 16, 2026June 19, 2026 by Courtney

Australia’s leading commercial platform for women’s sport returns, bringing together the decision-makers, investors, athletes and brands shaping the future of the industry.

With global investment in women’s sport accelerating at an unprecedented rate, alongside record audience growth and expanding commercial opportunities, the Women in Sport Summit arrives at a pivotal moment for the industry.

Scheduled to take place from 19–22 October 2026 | Adelaide, and South Australia are uniquely positioned to lead this next chapter — emerging as a destination for world-class sporting events, innovation, leadership and long-term growth across the global sports economy.

The platform will transition to direct commercial acceleration, uniting prominent international executives, institutional investors, elite athletes, and tier-one corporate brands under a unified corporate framework.

Ministry of Sport founder and CEO, Ben Parsons, emphasised that the national sports landscape has arrived at a critical juncture requiring coordinated executive action to sustain current commercial momentum.

“Women’s sport in Australia has reached a defining commercial moment.”

“WISS exists to bring together the leaders, brands and investors shaping what comes next,” Parsons stated.

The Summit is engineered to map the entire commercial pipeline of the women’s sports ecosystem, from emerging talent pathways to high-performance science and institutional capital allocation.

Day 1: Futures Day on focusing on career pipelines for students.

Day 2 : Performance Forum, an exercise and sports science Australia accredited assembly bringing together high-performance coaches, sports scientists, and medical specialists.

Day 3: Leadership Summit, where sporting executives, media rights lawyers, corporate marketers, and venture capitalists will analyse strategies to unlock alternative revenue streams, scale emerging sports properties, and establish sustainable investment structures.

Day 4: WISS Barossa Leadership Experience, a curated corporate networking track designed to facilitate long-term business relationships and joint venture deals.

From grassroots pathways to elite performance and commercial growth, WISS connects every stage of the ecosystem in one unified platform featuring global executives, visionary athletes, and industry disruptors across key sectors. Attendees will gain exclusive insights into unlocking new revenue streams, scaling women’s sport properties, and building sustainable commercial ecosystems that deliver long-term value.

This is not a conference. It’s a commercial inflection point for women’s sport.

Proudly brought to you by event partners: Business Events Adelaide, South Australian Government

Early Bird tickets are now available: Women in Sport Summit Australia 2026 – Ministry of Sport.

Formula 1 Accelerates Global Connectivity Through Multi-Year Flexjet Partnership

Posted on July 2, 2026 by Courtney

Formula 1 has officially announced a new partnership with Flexjet, appointing the global leader in private aviation as the sport’s Official Private Aviation Supplier.

This partnership commences immediately, ahead of the 2026 British Grand Prix, and is designed to address the complex logistics of a sport that conducts 24 races across 21 countries. By integrating Flexjet’s fleet of over 340 ultramodern aircraft, Formula 1 aims to enhance the efficiency and flexibility of travel for its championship personnel and key executives as they navigate an increasingly demanding global schedule.

The partnership leverages Formula 1’s expansive platform, which reaches an international audience of more than 830 million fans. In return, Flexjet will offer its premium clientele exclusive, behind-the-scenes access to selected Grand Prix events, integrating these opportunities into its signature Red Label offering.

Commenting on the partnership, president and CEO of Formula 1, Stefano Domenicali, emphasised the operational necessity of the deal.

“Every day of the year, Formula 1 is on the move, connecting with our fans, promoters and stakeholders, and working together to deliver something truly incredible.”

“Having strong partners by our side is central to our success as we continue to grow and create unforgettable moments for hundreds of millions of fans around the globe.

“Flexjet is a perfect fit for us as our new Official Supplier given the shared passion for precision, innovation and totally unique experiences,” Domenicali stated.

Chairman of Flexjet, Kenn Ricci, highlighted the aesthetic and functional commonalities between the two industries.

“This is a natural alignment of two worlds in which both luxury aircraft and fast cars require absolute precision and flawless coordination to achieve success.”

“As we look to the future alongside our partners at LVMH, cementing our longstanding ties with the world of motor racing allows us to deliver unparalleled, ultra-luxury experiences, both on the ground and in the air,” Ricci said.

Beyond travel logistics, the two organisations have committed to a collaborative digital content series that explores the technical synergies between aviation and motorsport, focusing on engineering precision and the pursuit of peak performance.

A core component of this agreement is the alignment on responsible mobility. As Formula 1 works toward its goal of becoming Net Zero by 2030, the partnership mandates the use of Sustainable Aviation Fuel certificates (SAFc) for all flights operated under the agreement.

YETI Partners with Australian Commonwealth Games Team for Glasgow 2026

Posted on July 2, 2026 by Courtney

The Australian Commonwealth Games Team has officially partnered with premium outdoor brand YETI, which has been appointed as an Official Supplier for the Glasgow 2026 Commonwealth Games.

This collaboration focuses on integrating high-performance hydration and cooling solutions into the team’s operational setup, ensuring that athletes and officials are equipped with durable gear throughout the tournament. The agreement marks a strategic alignment between the team’s requirements for elite-level performance and YETI’s reputation for rugged, high-quality manufacturing.

As part of the partnership, Australian athletes and support staff will receive custom-branded 36oz Rambler Bottles and 10oz Rambler Tumblers. Furthermore, the team’s medical and nutrition departments will utilise YETI’s Tundra Haul wheeled coolers and Hopper Flip soft coolers to manage performance healthcare and supplies on the sidelines.

Commenting on the partnership, Australian Team Chef de Mission, Petria Thomas OAM OLY, said: “YETI’s commitment to durability and reusability aligns perfectly with our commitment to sustainability, and these products will play a meaningful role in supporting our athletes and officials at the Games.”

“Hydration is a critical part of performance, and YETI’s high‑quality products will give our Team one less thing to worry about as they prepare for Glasgow 2026 – we’re very grateful for YETI’s support and to be able to provide our team members with their world leading products, items that will be used long after the Games,” Thomas said.

Noting that the values of the brand mirror those of the competing athletes, YETI marketing manager for Australia and New Zealand, Greg Cleveland, added: “Supporting the Australian Team is a natural fit for YETI and we’re thrilled to partner with them ahead of Glasgow 2026 at such an exciting time for sport in Australia.”

“The athletes embody resilience, grit and a spirit of adventure, values that mirror our own.

“We look forward to support the Australian Team in Glasgow and excited to stand behind them as they compete on the international stage,” Cleveland said.

Beyond athletic support, the partnership reinforces the team’s commitment to the Commonwealth Sport’s Clean Ocean Plastics Campaign. By equipping the team with reusable, high-quality alternatives to single-use plastics, the initiative contributes to the broader goal of preventing one million pieces of plastic from entering Commonwealth waterways.

The Glasgow 2026 Commonwealth Games will take place from 23 July to 2 August 2026.

NBCUniversal Pursues Bold Move for 2030 World Cup Broadcast Rights

Posted on July 2, 2026 by Courtney

NBCUniversal has initiated preliminary discussions with FIFA to secure both English- and Spanish-language U.S. broadcast rights for the 2030 FIFA World Cup.

While the formal bidding process is not expected to open for another six to eight months, NBCUniversal is positioning itself to acquire a comprehensive, bundled media package that would consolidate its position as a dominant force in international football coverage. Insider reports that the networks leadership is “beyond exploring” this expansion, aiming to leverage the momentum of the current 2026 tournament to anchor its future sports strategy.

NBCUniversal currently holds Spanish-language rights through its Telemundo network, a partnership recently extended through 2030, but its current deal for that package expires following the conclusion of this year’s competition. By bundling English-language rights with its Spanish-language portfolio, the company seeks to create a unified distribution model across NBC, Telemundo, and the Peacock streaming service.

Analysts estimate that a consolidated English- and Spanish-language package for the 2030 tournament could exceed USD1 billion (AUD1.4 billion). This valuation marks a sharp increase from the roughly USD485 million (AUD703 million) fee associated with the English-language rights for the 2026 edition, a price point influenced by the unique circumstances of the 2022 tournament’s scheduling.

These high-stakes negotiations are unfolding against the backdrop of a major structural transformation at NBCUniversal’s parent company, Comcast. On June 29, 2026, Comcast announced plans to separate its business into two independent, publicly traded companies.

This tax-free spin-off will see NBCUniversal and Sky form a standalone media and entertainment powerhouse, while the remaining Comcast entity focuses exclusively on connectivity, broadband, and wireless services. With

the separation expected to be completed within a year, NBCUniversal is positioning itself as an agile, independent entity with the financial flexibility to aggressively pursue premium live sports rights, including the 2030 World Cup.

The competitive landscape for the 2030 rights is expected to be fierce, with FIFA aiming to capitalise on the immense global interest generated by the 2026 event. NBCUniversal will face stiff competition from incumbent English-language partner Fox Sports, as well as an increasingly active field of streaming giants, such as Netflix, Amazon Prime Video, and Apple TV, and traditional networks like ESPN and CBS.

Avis Car Rental Announce Two-Year Partnership with PGA of Australia and Golf Australia

Posted on July 2, 2026 by Courtney

Avis Car Rental has officially announced a new two-year partnership with the PGA of Australia and Golf Australia, establishing the brand as the official car rental partner for the nation’s premier golf tournaments and initiatives.

This agreement aligns the global mobility leader with two of the most significant bodies in Australian sport, aiming to enhance the travel and event experience for players, members, and fans alike. By integrating its services into the golfing ecosystem, Avis seeks to support the ongoing growth and accessibility of the sport across the region.

The partnership will manifest through various activations at leading championships on the Challenger PGA Tour of Australasia, including the BMW Australian PGA Championship and the men’s Capital.com Australian Open.

Commenting on the partnership, managing director for Avis in the Pacific region, Thomas Mooney, highlighted the strategic logic behind the collaboration.

“We see strong alignment between the golfing community and Avis’ customer base, reinforcing this as a natural and strategically important partnership,”

“Through our sponsorship of the region’s premier tournaments and championships, we are pleased to support the PGA of Australia and Golf Australia while engaging meaningfully with PGA Members, golfers, and fans across Australia and New Zealand,” Mooney said.

The leadership teams at both golf organisations have welcomed the partnership as a catalyst for future development.

PGA of Australia CEO, Gavin Kirkman, noted the value the brand brings to their members.

“Avis is a globally recognised brand with a strong reputation for customer experience and innovation, and we are delighted to welcome them as the Official Car Rental Partner of the PGA of Australia.”

“This partnership will provide valuable benefits for PGA Members while also enhancing the experience around our major events and initiatives,” Kirkman stated.

Golf Australia CEO, James Sutherland, underscored the importance of such partnerships in maintaining the sport’s current growth trajectory.

“Golf is experiencing strong positive momentum across Australia, with more people than ever engaging with the game in a variety of ways.”

“Partners such as Avis play an important role in helping us continue to grow golf, and support the delivery of world-class events,” Sutherland added.

Beyond tournament presence, the agreement provides tangible benefits for the golf community, with PGA members and fans gaining access to exclusive rental offers. These benefits are specifically designed to improve the golf tourism experience, facilitating smoother travel for those journeying to compete, watch, or participate in events across Australia and New Zealand.

National Basketball League Announces Strategic Partnership with Mega Rewards

Posted on July 2, 2026 by Courtney

The National Basketball League (NBL) has officially entered into a new partnership with the Australian premium savings and loyalty platform, Mega Rewards.

This collaboration is designed to provide fans with increased access to exclusive offers and a range of unique, high-value experiences connected to the most significant moments on the NBL calendar.

The partnership aims to enhance fan engagement by leveraging Mega Rewards’ established platform, which operates across four core pillars: Mega Savings, Mega Loyalty Club, Mega Community, and Mega Rewards Plus.

To mark the launch of the partnership, basketball fans are now eligible to enter for the chance to win the “Ultimate Harlem Globetrotters Experience.” The prize package features return flights, accommodation, and a rare opportunity for winners to sit on the team bench during a performance, offering an unparalleled level of access to the action.

Commenting on the partnership, NBL chief growth officer, Samantha Green, said: “We’re always looking for new ways to bring our fans closer to the game, and Mega Rewards shares that commitment to creating unique and memorable experiences.”

“This partnership will unlock exciting opportunities for fans to engage with the league through some truly special moments across our biggest events and tentpole moments throughout the season. As the NBL continues to grow, partnerships like this allow us to reward the passion and loyalty of our fans while creating new ways for them to connect with the sport they love,” Green stated.

Adding that the collaboration is poised to offer tangible value to the league’s national audience, chief operating officer of Mega Rewards, Andrew Potter, added: “Our team are excited about this partnership and bringing its Mega Savings, Mega Loyalty Club and Mega Community to all NBL fans nationally.”

The league has indicated that the Harlem Globetrotters promotion is merely the beginning of the collaboration, with further activations, exclusive offers, and engagement opportunities scheduled to be announced throughout the upcoming season.

Fans are encouraged to engage with the Mega Rewards platform to access these benefits as the league continues to integrate commercial partnerships into the broader fan experience.

NBA Initiates Workforce Restructuring to Pivot Toward European Expansion and Media Transformation

Posted on July 2, 2026 by Courtney

The National Basketball League (NBA) has confirmed a round of staff redundancies as part of a significant organisational overhaul. This shift is designed to reallocate resources toward emerging growth areas, specifically the development of a new European league and the stabilisation of the league’s domestic local media strategy in response to a changing broadcasting landscape.

The move follows a series of executive shuffles implemented over the past year, as the league seeks to align its workforce with new long-term commercial priorities.

The centrepiece of this restructuring is the imminent launch of a new European basketball competition, a joint project between the NBA and the Switzerland-based international governing body, FIBA.

This project represents a major injection into European basketball, with the league targeting 12 permanent franchise members and four wild-card slots. Interest in the venture has been robust, with prominent ownership groups from established European football clubs, including Paris Saint-Germain, Real Madrid, and AC Milan, linked to franchise bids.

Deputy commissioner, Mark Tatum, confirmed the strength of the project.

“We’re extremely encouraged by the final bids we received for permanent franchises in a new NBA and FIBA-backed league in Europe, which reflect the tremendous interest and momentum around this project.”

“This will be the biggest influx of capital European basketball has ever seen,” he said.

Concurrently, the league is addressing significant volatility within its domestic broadcast ecosystem. The decline of regional sports networks (RSNs) has necessitated a rapid pivot in how the league delivers local game coverage.

With several teams impacted by the closure of network providers, the league is assisting franchises in securing new broadcast arrangements for the 2026-27 season.

The strategy includes a move toward over-the-air channels, dedicated streaming applications, and the potential development of a local League Pass subscription model. To spearhead these efforts, the league recently appointed veteran media executive Matt Volk as the new General Manager for Local Media.

Rugby Australia Secures Three-Year Partnership Extension with IHG Hotels & Resorts

Posted on July 2, 2026 by Courtney

Rugby Australia has confirmed the extension of its long-standing partnership with IHG Hotels & Resorts, with the global hospitality leader set to remain the official hotel partner of the Wallabies and the Wallaroos through the end of 2028.

This new three-year agreement solidifies a 24-year relationship between the two organisations, ensuring that Australia’s national rugby teams continue to receive dedicated accommodation and support services. The extension arrives during a period of significant growth for the sport, as Australia navigates what the organisation has termed a golden decade of rugby.

Under the terms of the renewed partnership, IHG Hotels & Resorts will maintain high-impact visibility across major international fixtures. The company’s logo will continue to appear on the official match shorts of the Wallabies. Furthermore, the brand will be integrated into the match-day environment through stadium big screens, LED field perimeter signage for both men’s and women’s Test matches, and premium virtual grass signage during broadcasts.

Commenting on the partnership, Rugby Australia CEO, Phil Waugh, said: “For over twenty years, IHG Hotels & Resorts has been a tremendous partner of Australian Rugby.”

“To extend this relationship for another three years is a testament to our shared values and mutual commitment to excellence.”

“IHG provides a world-class ‘home away from home’ that allows our athletes to perform at their best,” Waugh said.

Highlighting the strategic alignment between the two entities, managing director Australasia and Pacific for IHG Hotels & Resorts, Matthew Tripolone, added: “Rugby Australia has been part of IHG’s story for 24 years, and we are incredibly proud to continue a partnership that means a great deal to our business partners, hotel teams, colleagues and guests.”

“Rugby is a truly international sport, with a unique ability to bring people together across countries and communities, which makes it a natural fit for IHG and our world of travel and hospitality.

“As the game continues to build momentum, this renewal gives us the opportunity to keep supporting Rugby Australia, the Wallabies, the Wallaroos and the fans who follow them, while creating even more value for our guests and IHG One Rewards members,” Tripolone stated.

STUDENT – FUTURES DAY October 19 ADELAIDE

Posted on July 1, 2026July 1, 2026 by Courtney

Winna.com Bolsters Global Football Strategy with Argentina National Team Partnership

Posted on July 1, 2026 by Courtney

The crypto sportsbook and casino platform Winna.com has solidified its presence in the international football market by securing an official regional sponsorship with the Argentina National Football Team.

This agreement aligns the digital platform with the reigning world champions during the 2026 FIFA World Cup. The deal represents a core component of the Argentine Football Association’s (AFA) broader commercial strategy, which focuses on building a diversified global sponsorship programme through targeted regional alliances.

As part of the collaboration, Winna will roll out a comprehensive range of integrated marketing initiatives, including co-branded campaigns, digital activations, and unique fan engagement experiences. To initiate the partnership, Winna has launched a flagship promotion offering 0% house-edge betting on every Argentina match for the duration of the 2026 FIFA World Cup. This move serves as a critical driver for user acquisition and brand engagement as the tournament progresses.

Expressing the significance of the alignment, CEO of Winna.com, Paul Mertens, said: “We could not be prouder to stand alongside the world champions.”

“Argentina represents the very best of football, and we want to bring our players closer to the action than ever before.

“Fans can expect a packed slate of promotions and activations throughout the World Cup, including the chance for everyone to bet on Argentina at 0% house edge during the 2026 tournament.

“It is our way of celebrating the champions with the fans who love them,” Mertens stated.

Highlighting that the agreement is consistent with the federation’s long-term commercial goals, chief marketing and commercial officer of the AFA, Leandro Petersen, added: “We welcome Winna to the Argentine football family as an official regional sponsor of our Argentina National Team.”

“This alliance reflects the consolidation of our brand’s global expansion model, a project built on 9 years of continuous professionalisation and commercial strategy.

“Partnering with fast-growing brands in key strategic regions allows us to hit new international milestones and bring our World Champions closer to our supporters across the globe,” Petersen said.

The partnership adds to an extensive and rapidly growing roster of commercial sponsors for the Argentine Football Association, which has successfully monetised its on-field success by securing recent deals with brands such as Kalshi, Betano, and Nexo.

Collingwood Football Club Renews Partnership with The Sporting Globe

Posted on July 1, 2026July 1, 2026 by Courtney

The Collingwood Football Club has officially announced a two-season extension of its partnership with The Sporting Globe Bar and Grill, solidifying the brand’s position as the club’s official venue partner.

Now entering its fourth year of collaboration, the alliance continues to focus on enhancing the match-day experience for supporters by providing a consistent environment for the “Magpie Army” to gather across Australia.

Commenting on the partnership, Collingwood CEO, Craig Kelly, highlighted the strategic importance of providing physical touchpoints for the club’s extensive supporter base.

“We’re pleased to extend our partnership with The Sporting Globe, giving our supporters more ways to come together and enjoy the match-day experience.”

“With great value offers during the season, The Sporting Globe welcomes the Magpie Army to enjoy the footy everywhere they are in Australia.

“We look forward to continuing to build on our relationship with TSG throughout the upcoming years,” Kelly said.

Chief marketing officer at Signature Hospitality Group, the parent organisation of The Sporting Globe, Luke Peters, underscored the cultural alignment between the two brands.

“We’re incredibly proud to extend our partnership with Collingwood Football Club.”

“The Magpie Army is one of the most passionate supporter bases in the country and we’re honoured to be part of that once again.

“With $10.90 pints of Carlton Draught for Pies Members during games and 23 venues across the country, every Collingwood fan has a home away from home on game day.

“The Magpie Army is everywhere, and so are we,” Peters stated.

The Sporting Globe, recognised as a leading sports bar and grill operator, currently manages over 50 screens across 23 national venues, positioning itself as a central hub for fan engagement.

A commercial component of this renewed agreement is the continuation of exclusive member benefits. To mark the extension, Collingwood members can access $10.90 pints of Carlton Draught at all Sporting Globe locations nationwide, available from the first bounce until the final siren of every Collingwood match.

This initiative, facilitated through The Sporting Globe’s dedicated mobile application, serves as a direct incentive for driving foot traffic to the partner’s venues during key sporting periods.

Cadillac Formula 1® Team Secures 3M as Official Material Science Partner

Posted on July 1, 2026 by Courtney

The Cadillac Formula 1® Team has announced a partnership with 3M, establishing the manufacturing giant as the team’s official material science partner.

This collaboration aims to leverage 3M’s extensive expertise in research and development to enhance the performance of the Cadillac Formula 1® car in one of the most demanding technical environments in global sport.

By integrating 3M’s deep knowledge in lightweight materials, surface preparation, and manufacturing optimisation, the team intends to gain a competitive edge where marginal gains determine track success.

Commenting on the partnership, 3M Chairman and CEO, William Brown, said: “At 3M, we apply science and manufacturing expertise to help solve complex challenges.”

“This partnership demonstrates how 3M technologies can drive results in a highly demanding environment by advancing speed, efficiency and performance,” Brown said.

Noting on the collaboration, global head of commercial strategy for the Cadillac Formula 1® Team, Tyler Epp, added: “We’re proud to welcome 3M to the Cadillac Formula 1® Team.”

“They share our belief that championships are won in the details, and their materials and R&D will help us compete where the margins matter most,” Epp stated.

The partnership represents a synergy between two American industry leaders committed to precision engineering. 3M will provide support across several critical areas, including car development, chassis research, and real-time trackside assistance.

In addition to technical contributions, the agreement serves as a high-speed innovation platform for 3M, allowing the company to test and validate advanced technologies under extreme conditions, which can then be translated and scaled across the global automotive manufacturing sector.

The partnership will also see 3M utilise the extensive global reach of the Formula 1® platform to increase brand visibility through integrated team and car branding.

For the Cadillac Formula 1® Team, which made its series debut in 2026, the alliance provides access to institutional-grade R&D capabilities, supporting the organisation’s long-term goal of building a high-performance culture and competitive race operation from the ground up.

The arrangement was facilitated by the team’s agency of record, Excel Sports Management.

Hawthorn Football Club Brews Success with New ST. ALi Partnership

Posted on July 1, 2026 by Courtney

The Hawthorn Football Club has solidified its commitment to premium club culture by announcing a partnership with specialty coffee pioneers ST. ALi.

This partnership aligns two iconic Melbourne brands, with ST. ALi stepping into the role of the Hawks’ official coffee partner. The collaboration is designed to provide high-quality fuel for the club’s elite athletes, administrative staff, and the broader supporter base, reflecting a shared dedication to excellence and innovation within their respective fields.

The partnership will be prominently featured at the Hawthorn’s newly developed home, the Kennedy Community Centre. Within this state-of-the-art facility, ST. ALi will operate out of a custom-built café space managed by Curtis Stone Events. Professional baristas will serve the brand’s signature specialty blends to players during morning training sessions and to the public during community match days, creating a central hub for the club’s daily operations and fan engagement.

Commenting on the partnership, Hawthorn chief commercial officer, Jo Gilbert, said: “When you think of Melbourne, you think of world-class football and unmatched coffee.”

“As we transition into our incredible new home at the Kennedy Community Centre, we are committed to ensuring the amenities reflect our premium vision.

“ST. ALi is an industry leader, and we are thrilled to have them fueling our players, staff, and fans,” Gilbert said.

The agreement is built on a foundation of local connection, with both organisations aiming to leverage their status as Melbourne institutions to enhance the match-day experience.

FIFA World Cup 2026 Group Stage Shatters Attendance Records

Posted on July 1, 2026 by Courtney

The FIFA World Cup 2026 has officially rewritten the record books, with the group stage concluding as the most attended in the history of the tournament.

A total of 4,644,549 spectators flocked to the opening 72 matches, establishing a new benchmark for football’s greatest show and surpassing the previous record of 3.5 million set during the 1994 FIFA World Cup in the United States.

This inaugural 48-team edition, hosted across 16 cities in Canada, Mexico, and the United States, achieved an extraordinary 99.7% seat occupancy rate, resulting in an average crowd of 64,508 per match.

FIFA confirmed that supporters from 210 nations and territories attended these matches, with eight individual games drawing crowds exceeding 80,000. June 25 marked a historic high point for the tournament, with 426,834 fans attending matches on that single day, the highest daily attendance in FIFA history.

Beyond the turnover, the tournament has driven unprecedented broadcast engagement. More than 50 million viewers tuned in across the three host nations during the opening stages, with the Mexico versus South Africa opener setting the standard as the most-watched FIFA Men’s World Cup opening match ever broadcast in English in the United States, drawing 7.2 million viewers.

Brazil’s opening clash against Morocco further demonstrated the tournament’s massive reach, becoming the highest-rated non-US national team group stage broadcast in the history of English-language US television.

In South America, Brazil’s match against Morocco reached 49.9 million unique individuals across the Globo ecosystem.

Meanwhile, in Asia, the tournament has already reached 205 million unique viewers on CCTV channels in China, with the Tunisia versus Japan match emerging as the most-watched live broadcast in the region to date, attracting 24 million unique viewers.

“The statistics of the FIFA World Cup 2026™ group stage illustrate the scale of the tournament, which extends far beyond the pitch to encompass every facet of the fan experience,” said a FIFA spokesperson. The commercial success is mirrored by the massive scale of the FIFA Fan Festival™ program, which has already united 5.5 million fans across the host countries. As the tournament progresses toward the final on July 19, the 2026 edition continues to solidify its status as a landmark event in global sports business and commercial connectivity.

Manchester United Appoints Mindflick as Official Performance Mindset Partner

Posted on July 1, 2026 by Courtney

Manchester United has entered into a new multi-year agreement with behavioural science company Mindflick, a significant investment in the club’s organisational performance infrastructure.

This partnership will see Mindflick’s proprietary performance psychometric platform deployed across the entire organisation, extending beyond the men’s and women’s first teams to include academy players, coaching staff, senior leadership, and the corporate workforce.

The initiative is designed to foster a consistent, high-performance culture by utilising behavioural science, psychometric assessments, and digital tools to enhance leadership, resilience, and decision-making capabilities.

By integrating this platform, the club aims to provide greater self-awareness and strengthen collaboration across all departments. The club’s decision highlights an acknowledgment that sustained success at the highest level requires a shared framework for communication and adaptability under extreme pressure.

Commenting on the agreement, people director at Manchester United, Kirstin Furber, said: “At an elite club, performance is shaped by far more than talent alone.”

“It depends on how people think, respond under pressure, communicate and stay aligned when expectations are at their highest.”

“This collaboration is about building those qualities more deliberately across our people, from players and coaches to the wider staff and leadership around them.

“It demonstrates clear investment into our people, reinforcing our commitment to developing talent and fostering a strong, inclusive culture at the club,” Furber said.

Gymnastics New Zealand Formally Adopts National Integrity Code

Posted on July 1, 2026 by Courtney

Gymnastics New Zealand has officially adopted the Code for Integrity in Sport and Recreation, marking a significant milestone in the organisation’s ongoing efforts to enhance safety and cultural standards.

The adoption was commemorated last week during a ceremony held at the Sport Integrity Commission Te Kahu Raunui offices. This move signals a deliberate shift toward sector-wide alignment, with Gymnastics New Zealand joining a growing list of national sporting organisations committed to implementing the minimum standards framework designed to make sport safer and fairer across Aotearoa.

The Integrity Code provides a consistent set of guidelines aimed at preventing harmful behaviours and addressing integrity issues regardless of the setting, whether at the grassroots club level or within national administrative bodies. For Gymnastics New Zealand, the adoption serves as a progression of long-term initiatives focused on safeguarding participants and refining internal responses to misconduct.

Highlighting that the decision was the culmination of sustained collaboration across the sport’s community, outgoing CEO of Gymnastics New Zealand, Andrea Nelson, said: “This commitment reflects the huge amount of work that’s gone on right across our community over many years.”

“Our clubs, coaches, volunteers and staff put in an incredible effort every day to create positive, safe gymnastics experiences for our people.

“Adopting and embedding the Integrity Code is a natural next step for us.

“It builds on the progress we’ve made to strengthen culture, safeguarding and how we respond when things are not right, and helps ensure our sport continues to be a place where everyone feels safe, supported and able to thrive,” Nelson stated.

The Sport Integrity Commission Te Kahu Raunui has lauded the decision as a reflection of proactive leadership. General Counsel and acting CEO of the Commission, Paul O’Neil, emphasised the broader implications for the sector.

“We’re very excited to welcome Gymnastics New Zealand as the latest national sporting organisation to adopt the Integrity Code.”

“They have shown great leadership and commitment in prioritising the safety and wellbeing of their people and having them adopt the Integrity Code is a significant step towards achieving a more consistent integrity system across the sport and recreation sector,” O’Neil said.

Gymnastics New Zealand now joins several other organisations that have already integrated the code, including the NZ Esports Federation, Weightlifting New Zealand, Ice Hockey New Zealand, and NZ Skate. The organisation aims to ensure that every participant across its network engages in a safe, fair, and respectful environment.