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AFL Announces Bigger Fuel Discount for Gather Round Weekend

Posted on by Courtney

The AFL has announced a partnership with Shell V-Power to provide a 10 cents per litre discount on fuel throughout the 2026 Gather Round weekend.

The initiative, running from Wednesday, 8 April to Monday, 13 April, aims to alleviate cost-of-living pressures for families as global petrol prices surge due to ongoing international conflicts.

The timing of the promotion is designed to support the thousands of fans driving to South Australia for the festival of football, as well as families travelling during the national school holiday period.

Emphasising the league’s commitment to maintaining the affordability of the sport, AFL CEO, Andrew Dillon, said: “We know there are many cost-of-living pressures on families… and we are continuing to look at ways to keep our game as affordable and accessible as possible.”

“We hope this offer will help ease pressures on families across the country,” Dillon said.

Noting that the partnership is designed to give back to the community, CEO of Viva Energy (the exclusive licensee of the Shell brand in Australia), Scott Wyatt, added: “We’re proud that our partnership… is giving people a little more back in their pocket and helping make the experience more affordable.” 

Accessibility and Activation

To access the discount, fans must utilise the league’s digital infrastructure:

  • Platform: Download the AFL Live Official App.
  • Method: Click the ‘Shell Fuel Discount’ banner to generate a single-use barcode.
  • Availability: A new barcode becomes available daily at 9:00 a.m. throughout the promotional window.
  • Participating Sites: Valid at Shell Reddy Express locations nationwide for both petrol and diesel.
  • Ongoing Value: Outside of the Gather Round period, the app continues to offer a standing discount of 4 cents per litre.

Broader Transport and Sustainability Context

The fuel discount is part of a wider trend of transport-related incentives across the AFL landscape.

The announcement coincides with recent state government initiatives aimed at reducing the financial barrier to match attendance:

  • Victoria: The State Government recently announced that all public transport in April is free, aligning with South Australia and Western Australia’s existing models where transport is included in the ticket price.
  • New South Wales: A similar transit program remains in place for GWS GIANTS fixtures at Engie Stadium.

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WARRRL and Basketball WA Team Up to Drive Regional Growth and Sustainability

Posted on by Courtney

Western Australia Return Recycle Renew Ltd (WARRRL) has announced a wide-reaching partnership with Basketball WA (BWA), leveraging the Containers for Change initiative to provide sustainable funding for basketball communities across the state.

The agreement marks a significant expansion of Containers for Change’s presence in West Australian sport, moving beyond its established ties with the Perth Wildcats to reach grassroots and regional clubs.

The partnership is designed to help local basketball associations achieve long-term financial and operational sustainability by integrating recycling-based fundraising into their daily operations.

Strategy on Regional Western Australia

A primary pillar of the collaboration is the expansion of basketball infrastructure and capability in regional areas. By utilising the growing Containers for Change network throughout the regions, BWA aims to provide local clubs with a low-friction method to fundraise for equipment, travel, and facility upgrades.

Emphasising that investing in the regions is a core strategic objective, chief executive of Basketball WA, Fabian Ross, said: “As Containers for Change continues to grow throughout the regions, we saw a great opportunity to work with them to facilitate further growth in our great game.”

“Investing in the regions is crucial as we look to expand our reach and strengthen capability to achieve long-term financial and operational sustainability,” Ross said.

Supporting ‘EmpowerHer’ and Community Engagement

Beyond infrastructure, Containers for Change will become a major supporter of key BWA development programs:

  • EmpowerHer Program: The partnership will provide a platform for female engagement, focusing on both on-court participation and off-court leadership opportunities.
  • Game Carnivals: Containers for Change will be highly visible at state-wide carnivals throughout the year, promoting environmental responsibility alongside athletic competition.
  • Resource Accessibility: Local clubs will gain direct access to recycling resources and “C4C” kits, simplifying the process of turning 10-cent container refunds into club revenue.

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Bay Collective Acquires Majority Stake in Sunderland AFC Women

Posted on by Courtney

Sunderland AFC and Bay Collective have announced a definitive agreement for the multi-club ownership platform to acquire a majority stake in Sunderland AFC Women.

The deal marks a historic shift for the Lasses, aligning the club with Sixth Street-backed expertise to professionalise infrastructure and accelerate the team’s ascent within the English football pyramid.

Sunderland Women becomes the second club in Bay Collective’s global portfolio, joining the NWSL’s Bay FC. The partnership aims to leverage an “athlete-first” model to redefine performance standards while maintaining the club’s deep-rooted identity in the North-East.

The acquisition is led by Kay Cossington MBE, CEO of Bay Collective and former Women’s Technical Director of the English FA. Cossington’s transition to the private sector brings elite-level technical knowledge to the Wearside club, focusing on tailored training models and cutting-edge resources for female athletes.

Commenting on the acquisition, Cossington, said: “We are committed to honouring Sunderland Women’s DNA and legacy.”

“Our ambition is to strengthen Sunderland Women’s connection with fans and partners while creating a platform for sustained success at the highest levels,” Cossington shared. 

Sunderland AFC will retain a minority stake in the women’s team to ensure continuity with the club’s values and intellectual property. The transaction follows a comprehensive one-year review process led by Bia Sports Group.

Sharing their comment, CEO of Bia Sports Group, Tom Burwell, added: “Bay Collective stood out for their global expertise and their commitment to building for the long term.”

“This partnership creates an exciting platform for sustainable success while keeping Sunderland’s identity at its core,” Burwell said.

Infrastructure and Academy Development

A core component of the agreement is the continued development of the Academy of Light. As part of Sunderland AFC’s broader global investment plan, the partnership will fund critical infrastructure upgrades to support the men’s, women’s, and Academy teams.

The Sunderland Women’s Academy has long been a “cradle of talent,” producing iconic England internationals including Beth Mead, Jill Scott, Steph Houghton, and Lucy Bronze. Bay Collective intends to bolster this pipeline by:

  • Professionalising Environments: Implementing performance protocols specifically designed for women’s physiology.
  • Operational Scaling: Enhancing matchday experiences and strengthening the club’s back-office infrastructure.
  • Sustainability: Building a world-class foundation to ensure the club can compete at the highest level of the professional game.

Completion of the transaction remains subject to approval from the relevant footballing authorities. Sunderland Women will continue to operate in partnership with the main club as they focus on finishing the 2025-26 season.

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West Coast Eagles partner with Tony Barlow Menswear

Posted on by Courtney

The West Coast Eagles have officially announced a new partnership with Tony Barlow Menswear, naming the iconic Western Australian brand as the club’s Preferred Supplier of men’s corporate uniforms.

The agreement brings together two long-standing WA institutions, with Tony Barlow providing premium attire for the club’s AFL players, executive staff, and football department.

A fixture of the Western Australian retail landscape for over 50 years, Tony Barlow will now be responsible for the professional aesthetic of the Eagles’ representatives across all official club functions, match-day arrivals, and corporate events.

Emphasising the importance of partnering with a trusted local name, West Coast Eagles CEO, Don Pyke, said: “Tony Barlow has been a trusted name in Western Australia for generations and this partnership is a natural fit.”

“As the preferred supplier of our men’s club uniform, Tony Barlow reflects the West Coast Eagles’ commitment to elite standards, professionalism, quality and consistency,” Pyke said.

Noting that the deal formalises a long-standing connection between the two organisations, Tony Barlow state manager, Tony Piccicacco, added: “The West Coast Eagles have always been more than a Club to Tony Barlow; it’s a relationship that’s been built over many years.”

“The Eagles represent class and style on and off the field, which aligns perfectly with what Tony Barlow Menswear stands for,” Piccicacco said. 

Premium Outfitting and Tactical Branding

The partnership introduces a revamped corporate wardrobe designed for elite performance and presentation.

Key features of the new uniform include:

  • Executive Attire: Key club representatives will wear a new corporate uniform consisting of 100 per cent fine wool blazers, tailored shirts, and chinos.
  • Match-Day Styling: AFL players and male football department staff will transition to a coordinated look featuring Tony Barlow chinos paired with official club polos for high-visibility event and match-day appearances.
  • Professional Alignment: The move to a unified, high-quality uniform is designed to reflect the club’s “elite standards” and professional consistency.

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NFL Launches Nationwide Flag Football Initiative for Australian Schools

Posted on by Courtney

NFL commissioner, Roger Goodell, has announced a landmark nationwide initiative to provide free flag football kits to every school across Australia.

The announcement, made during a youth clinic on the Gold Coast, marks a significant escalation in the league’s grassroots investment as it prepares for the historic 2026 regular-season game in Melbourne and the sport’s Olympic debut at Los Angeles 2028.

The initiative aims to remove financial barriers to entry, providing schools with the necessary hardware and educational resources to integrate the sport into their physical education curriculums. Queensland and Victoria have been named as the first two states to receive the rollout.

Expressing his enthusiasm, commissioner, Goodell, said: “Flag football is one of the fastest-growing sports in the world, and Australia is helping to lead the movement.”

“These kits will give more young people an opportunity to learn the game, be part of a team and gain skills that will benefit them on and off the field.”

The Gold Coast clinic featured a high-profile assembly of the sport’s leadership and talent, including IFAF president, Pierre Trochet, Global Flag ambassador, Diana Flores, and former Australian NFL punters, Ben Graham and Arryn Siposs.

Emphasising the league’s commitment to equity in sport, NFL general manager –  Australia and New Zealand, Charlotte Offord, said: “We want to ensure that every school and student gets the same opportunity to play.”

“Providing free kits is a great way to ensure there are no barriers,” Offord said.

Strategic Infrastructure and Resource Allocation

Each kit provided by the NFL includes:

  • 12 Flag Belts and three footballs.
  • NFL Flag Curriculum: Comprehensive resources designed to assist educators in teaching the fundamentals of the game.
  • Coaching Support: Access to regional resources to help grow the game at a local club level.

Rapid Growth and the Path to LA28

The program’s expansion follows a highly successful pilot launched in 2022. From an initial base of just ten schools, the national flag competition has surged to over 500 schools, with nearly 100,000 students currently participating.

The importance of the initiative is heightened by flag football’s inclusion in the 2028 Olympic Games. By targeting the U13 and U15 age groups now, the NFL and the International Federation of American Football (IFAF) are building a talent pool that will be in peak competitive form for the Los Angeles and potentially future Olympic cycles.

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Pirtek Extends Partnership with NZRL Through 2030

Posted on by Courtney

New Zealand Rugby League (NZRL) and long-standing partner Pirtek have today announced a four-year partnership extension, ensuring the fluid transfer solutions leader remains the Principal Partner of the Kiwis and the NZRL through 2030.

The renewal cements one of the most enduring commercial relationships in Southern Hemisphere sport, spanning nearly two decades of international competition.

The extension is strategically timed as the international game enters a Rugby League World Cup year, providing the Kiwis with financial stability and high-level corporate backing as they prepare for the global showpiece.

Describing the extension as a significant milestone during a period of unprecedented growth for the code, NZRL CEO, Greg Peters, said: “Pirtek, along with their wider franchise network, have been loyal and trusted partners for nearly two decades.”

“We’re proud to have Pirtek remain an important part of our NZRL whānau as we continue to build on this momentum,” Peters said. 

Highlighting the “dramatic positive shift” in participation and support for the sport since 2008, CEO of Pirtek New Zealand, Chris Bourke, added: “The Pirtek brand is firmly grounded as a long-term partner with NZRL and this is something we are extremely proud of.”

“At Pirtek, we hope that our continued support can in some way help to grow rugby league in New Zealand,” Bourke noted.

A Legacy of Success and Grassroots Integration

Pirtek’s association with the NZRL dates back to 2008, a year that famously saw the Kiwis secure their maiden World Cup title. Since then, the partnership has been the backdrop for multiple Tri-Nations triumphs (2010, 2014) and, most recently, back-to-back Pacific Championship victories in 2023 and 2025.

Beyond the elite level, the partnership operates deep within the New Zealand rugby league ecosystem:

  • National Junior Pathways: Pirtek remains the primary jersey sponsor for all national junior representative teams, supporting the next generation of talent.
  • Community Recognition: The Pirtek Volunteer of the Month initiative continues to serve as the primary vehicle for recognising the grassroots workers who sustain the game across Aotearoa.
  • Brand Visibility: Pirtek retains the premier “front of jersey” position for the Kiwis, ensuring massive broadcast exposure during international windows.

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P&G Signs Multi-Year, Multi-Brand Partnership with WNBA

Posted on by Courtney

Procter & Gamble (P&G) and the Women’s National Basketball Association (WNBA) have announced a multi-year partnership.

The deal elevates P&G from a niche sponsor to a major league-wide partner, integrating a broad portfolio of household brands, including Secret, Olay, Tampax, Downy, Gillette Venus, and Tide, into the rapidly expanding women’s basketball ecosystem.

The partnership arrives at a “defining moment” for the league, as viewership and cultural influence reach all-time highs. It builds upon the 2023 success of P&G-owned Mielle, which served as the WNBA’s first Official Textured Hair Care Partner.

Commenting on the partnership, P&G president of North America, Mindy Sherwood, said: “The WNBA is experiencing incredible growth, and this partnership is a powerful opportunity for our brands to show up in ways that celebrate the game and reach the WNBA’s highly engaged, passionate, and diverse fanbase.” 

Framing the deal as a milestone in the league’s commercial evolution, WNBA chief growth officer, Colie Edison, added: “Partnering with Procter & Gamble connects the WNBA with one of the world’s most trusted brand leaders at a transformative time.”

“Together, we have an opportunity to… continue to expand the visibility of women’s basketball,” Edison noted. 

Strategic Brand Integration and Athlete Alignment

The collaboration is designed to match “elite athletic performance” with “superior product performance,” utilizing high-profile WNBA stars as brand ambassadors:

  • Secret & Olay: These brands have already launched product collaborations featuring Las Vegas Aces superstar A’ja Wilson and Dallas Wings standout Paige Bueckers.
  • Tampax: Named the Official Period Care Sponsor of the WNBA, the brand will lead the “Queens Court” activation at the WNBA Draft 2026 Presented by State Street.
  • Retail and Digital Exchange: P&G will collaborate with the league to swap brand equity across marketing and retail channels, aiming to reach tens of millions of households globally.

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Deloitte Forecast: Global Women’s Elite Sports Revenue to Hit US$3 Billion in 2026

Posted on by Courtney

Deloitte Global has released a definitive forecast predicting that total revenues in women’s elite sports will reach at least USD3 billion (AUD4.2 billion) in 2026. This represents a staggering 340% increase since 2022, following a 2025 cycle that outperformed original projections to reach USD2.4 billion (AUD3.3 billion).

The analysis, which encompasses commercial, broadcast, and matchday revenue, suggests the industry has transitioned from a proof-of-concept phase into a maturing, high-scale market.

Noting that the narrative has moved beyond simply proving value, chair of Deloitte US, Lara Abrash, said: “Women’s sports are thriving and defined by real, transformative growth,” Abrash said. “The conversation has moved… to intentionally building a lasting, world-class foundation for the future.”

Revenue Breakdown: Commerciality and Matchday Growth

The USD3 billion (AUD4.2 billion) total is driven by a shift in how sponsors and fans engage with women’s leagues:

  • Commercial Revenue (USD1.4 billion/AUD1.9 billion): Maintaining a 45% share of the total, commercial deals remain the primary engine. This segment has grown from USD1.1 billion in 2025 (AUD1.5 billion), reflecting a surge in multi-brand partnerships from blue-chip companies.

  • Matchday Revenue (USD911 million/AUD1.2 billion): Representing 30% of total revenue, matchday income is climbing significantly from USD748 million (AUD1 billion) last year. This is attributed to higher venue utilisation, record attendance, and increased ticket yields.

  • Broadcast Revenue (USD765 million/AUD1.081 billion): Up from USD551 million (AUD779 million) in 2025, media rights are becoming more valuable as independent entities and leagues unbundle their rights from men’s counterparts.

Soccer and Basketball Lead the Global Charge

Soccer and basketball are projected to be the dominant forces in 2026, collectively representing 70% of total revenue (35% each).

While basketball’s growth is tied to the hyper-professionalisation of the WNBA, soccer’s trajectory is fuelled by the emergence of independent league structures and the successful commercial “carve-out” of women’s teams from broader club organisations.

In the individual sports sector, tennis and golf are expected to see revenue gains through strategic collaborations aimed at increasing athlete visibility.

Regional Dominance and Infrastructure Investment

North America remains the epicentre of this economic boom, predicted to generate USD1.6 billion (AUD2.2 billion) (54%) of the global total. This dominance is supported by the launch of over eight new professional women’s leagues in the region since 2020. Europe follows as the second-largest market, contributing USD434 million (AUD613 million) (14%).

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Professional Fighters League and Sky NZ Strike Exclusive 2026 Broadcast Deal

Posted on by Courtney

The Professional Fighters League (PFL) has continued its aggressive global expansion by securing a new exclusive broadcast partnership with Sky New Zealand (Sky NZ) for the 2026 season.

The deal ensures that Sky NZ will be the sole home for all 16 PFL Global events throughout the year, marking a significant return for the promotion to the New Zealand market.

While the partnership technically commenced with the PFL Madrid event on 20 March, the formal announcement was made on 7 April 2026. The next fixture slated for broadcast is PFL Chicago on 11 April, headlined by a highly anticipated bantamweight clash between former Bellator Champion Sergio Pettis and Mitch McKee.

A primary driver for the deal is the PFL’s recent investment in the Asia-Pacific (APAC) talent pipeline. The promotion’s roster includes high-profile local talent such as Jay-Jay “The Māori Kid” Wilson, whose heritage and fighting style have created a strong domestic following.

Highlighting this regional focus of the partnership, Sky NZ’s head of content partnerships, Adam Crothers, said: “PFL has been investing in developing talent across Aotearoa, Australia, and the Pacific, and it shows.”

“That growing local presence makes it a compelling addition to our Sky Sport line-up, as we know fans are eager to follow athletes who represent our region on the world stage,” Crothers said. 

Framing how the Sky NZ deal as a natural fit for the premium broadcaster, CEO of the Professional Fighters League, John Martin, noted: “Sky is synonymous with premium sport in NZ.”

“We’re looking forward to showcasing our product to the fans,” Martin noted.

PFL’s Global “Walled Garden” Strategy

The New Zealand agreement is the latest in a series of high-value broadcast rights deals executed by the PFL in early 2026:

  • Japan: Renewed partnership with U-Next covering PFL Global, PFL MENA, and PFL Africa.
  • Americas: Multi-year rights agreement with SM Rights (Fox Corporation) across Mexico and Central America.
  • Europe & Asia: Recent deals with Migu (China) and RMC Sport (France, Monaco, Switzerland).

Betting and Data Integration

Last month, the league finalised a comprehensive agreement with Sportradar, which now serves as the exclusive distributor of betting data and streaming rights.

Sportradar will facilitate real-time betting wagers and odds formation for the NZ market, integrating fan engagement tools directly into the broadcast ecosystem.

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Brisbane Broncos and Rio Tinto Launch Sustainable Aluminium Partnership for Queensland Derby

Posted on by Courtney

The Brisbane Broncos and Rio Tinto have announced a partnership timed to coincide with the club’s high-stakes XXXX Queensland Derby clash against the North Queensland Cowboys.

The collaboration focuses on reducing plastic waste through the progressive rollout of reusable drink bottles manufactured from Rio Tinto’s Queensland-sourced aluminium.

The initiative highlights the commercial and industrial link between elite sport and regional Queensland, specifically referencing Rio Tinto’s extensive aluminium operations anchored in Gladstone.

To mark the launch, Central Queensland NRLW star Tamika Upton and NRL playmaker Billy Walters joined executives to debut the new sustainable hardware.

Noting that the timing of the announcement during Derby week was a strategic choice to celebrate state identity, Broncos CEO, Dave Donaghy , said: “The XXXX Derby is always about Queensland pride, and this partnership is another great example of that in action.”

“This is about making a real change in how we operate, reducing plastic use and replacing it with something practical, durable and proudly connected to Queensland,” Donaghy said.

Emphasising the circular economy benefits of the material, Rio Tinto general manager of Bauxite and Alumina, Tim McDougall, added: “Aluminium is infinitely recyclable and can play an important role in reducing waste.”

“Sport gives us a powerful platform to inspire change,” McDougall stated. 

The partnership is designed as a “practical action” framework rather than a traditional passive sponsorship. Key integration points for the 2026 NRL and NRLW seasons include:

  • Replacing Plastics: The aluminium bottles will replace single and multi-use plastics across all Broncos football and business operations, including training, travel, and community programs.
  • Media Presence: The bottles will be prominently featured in high-visibility settings such as coaches’ boxes and post-match media conferences, ensuring maximum brand exposure for Rio Tinto’s materials innovation.
  • Digital Series: A dedicated content series will take fans behind the scenes of the design and testing process, emphasizing the connection between the club and regional Queensland industry.

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Rugby Australia Launches NextGen XVs Program to Bolster Women’s Pathway

Posted on by Courtney

Rugby Australia has announced an investment in the women’s high-performance ecosystem, headlined by the launch of the NextGen XVs program and the introduction of direct High Performance Player Agreements for emerging talent.

Supported by the Australian Rugby Foundation (ARF), the initiative represents a strategic pivot toward identifying and retaining elite female athletes ahead of the 2029 Rugby World Cup and the 2032 Brisbane Olympics.

Expanding on the established “NextGen 7s” format, the 2026 season will mark the inaugural debut of NextGen XVs at both Under-16 and Under-19 levels. The program is designed as a sustainable pipeline, aligning RA with member unions and Super Rugby Women’s clubs to provide a unified progression for the nation’s brightest stars.

In addition, Rugby Australia will directly contract over 20 high-potential young female players in 2026. These new High Performance Player Agreements will provide direct financial remuneration, a critical step in allowing athletes to prioritise rugby development over external employment.

Noting that the move “bridges the gap” between youth pathways and senior international rugby, GM of Women’s High Performance, Jilly Collins, said: “This landmark step is only possible thanks to the incredible generosity of donors through the Australian Rugby Foundation.”

“Their investment is the catalyst that allows us to provide direct financial support to our brightest stars,” Collins said. 

The ARF plays a pivotal role in this expansion, mobilising private and corporate philanthropy to fund areas where traditional broadcast revenue often falls short.

Holly Kelsall, General Manager of the Australian Rugby Foundation, stated that the foundation works to “identify where funding can have the greatest impact,” with the NextGen XVs being a tangible outcome of that mission.

Emphasising that the program is about more than just fixtures, Head of Women’s Pathways, Lachlan Parkinson, noted: “It is about building a sustainable pipeline of talent… ensuring every talented young player has a clear, supported journey toward our Teams in Gold,” Parkinson said.

2026 Competition and Development Schedule

The program will utilise existing representative pathways, including the Buildcorp Australian Schools and Junior Rugby Union Championships on the Sunshine Coast this July, to scout talent. The inaugural competitive window includes:

  • Under-19 Matches: Two Rugby Australia-managed squads will compete on 12 September and 3 October 2026.
  • Under-16 Development: A holistic high-performance camp culminating in a match on 3 October 2026.
  • Specialised Training: The curriculum extends beyond the pitch, focusing on strength and conditioning, nutrition, and mental health.

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DrinkWise and Mark Ricciuto Launch ‘Always Respect’ Campaign for Gather Round 2026

Posted on by Courtney

DrinkWise has partnered with Australian football legend, Mark Ricciuto, and the South Australian Government to promote a message of moderation and respect.

The “Always respect, always DrinkWise” campaign aims to ensure the influx of thousands of interstate and local fans does not lead to an increase in alcohol-related harm or antisocial behaviour.

The initiative brings together a broad coalition of stakeholders, including South Australia Police (SAPOL), Adelaide Metro, and critical support services such as 1800RESPECT, No to Violence, and 13YARN.

South Australia Police have confirmed a heightened presence at Adelaide Oval, Norwood Oval, and Barossa Park.

Superintendent, Shane Johnson, warned that SAPOL will be actively targeting drink and drug driving, as well as antisocial conduct. To support responsible choices, Adelaide Metro is providing free public transport for fans, a move supported by the “THINK! Road Safety” initiative.

Former Adelaide Crows captain Mark Ricciuto, now a prominent publican, emphasised the long-term value of responsible hosting.

“The best nights are the ones you remember for the right reasons.”

“Pace yourself, look out for your mates, and respect everyone around you,” Ricciuto said. 

DrinkWise Shifting Attitudes Toward Game-Day Consumption

Data released by DrinkWise ahead of the 2026 event suggests a positive shift in fan culture. According to CEO Simon Strahan, 94% of surveyed AFL fans agree on the importance of responsible drinking at major events, while 86% report feeling no social pressure to consume alcohol during matches.

However, the campaign addresses a specific risk: the “excitement gap.” Approximately 31% of fans admit to occasionally consuming more than intended due to the high-energy atmosphere of major sporting fixtures. “We don’t want to moderate the excitement of Gather Round, but we do want fans to moderate their drinking,” Strahan noted.

Tactical Deployment and Visibility

The campaign will utilise a high-visibility, multi-channel rollout across Adelaide to reach fans at every touchpoint of their journey:

  • Mobile Messaging: Messaging trucks will circulate through high-traffic city zones and venue perimeters.
  • Point-of-Sale Integration: Moderation reminders will be displayed at Adelaide Oval on beer taps, digital screens, and payment terminals.
  • Retail & Hospitality: Messaging will be featured across Coles Liquor, Endeavour Group, and Australian Hotels Association (AHA) venues.
  • Regional Reach: In a nod to the Barossa fixtures, Australian Grape & Wine will display “Stay tasteful while tasting” signage at regional cellar doors.

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Melbourne Victory and Committee for Melbourne Announce Strategic Alliance

Posted on by Courtney

Melbourne Victory and the Committee for Melbourne have reaffirmed a high-level partnership designed to integrate Victoria’s business and sporting sectors.

Operating under the Victorian Chamber of Commerce and Industry (VCCI) umbrella, the alliance aims to solidify Melbourne’s status as Australia’s commercial and athletic capital by connecting elite professional football with the state’s most influential civic leaders.

The partnership leverages the Victory in Business (VIB) network, presented by AGL, which has established itself as one of the nation’s most successful corporate sporting communities. To date, the VIB has facilitated more than $225 million in transactions between member companies, ranging from small-to-medium enterprises (SMEs) to global conglomerates.

Executive Perspectives: Driving the “Sporting Capital”

Melbourne Victory managing director, Caroline Carnegie, emphasised that the VIB is more than a standard business network.

“The VIB network is about creating meaningful connections and relationships that can help businesses.”

“deliver real tangible outcomes for their staff, customers, and partners.

“Together, we’re building a network that connects people [and] creates opportunity,” Carnegie said. 

Committee for Melbourne chief executive, Scott Veenker, highlighted the timing of the deal as Victoria enters a decade of significant global events.

“Business and sport are both fundamental to Victoria’s identity and success.”

“This partnership connects those worlds, from the boardroom to the pitch, creating real pathways for collaboration, innovation, and growth,” Veenker noted. 

Synergies Between Civic and Corporate Leadership

The collaboration is underpinned by a shared membership base that includes major Australian entities such as AGL, AIA, and Crown. By uniting the Committee for Melbourne, which combines the resources of the Melbourne Chamber of Commerce and the VCCI, with Melbourne Victory’s corporate arm, the partnership creates a unified front for advocacy and economic growth.

Key objectives of the alliance include:

  • Curated Networking: Providing members with “thought-leader” access and premium match-day experiences at AAMI Park.
  • Economic Advocacy: Utilizing 200 years of combined representation experience to influence policy and investment in the Victorian sports-business corridor.
  • VCCI Member Benefits: The agreement will introduce a suite of exclusive offers for the broader Victorian Chamber of Commerce and Industry membership.

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