Ministry of Sport

Countdown (05-01): Top 20 Young Guns in the Business of Sport

Posted on March 20, 2026 by Courtney

Following engagement with the Ministry of Sport audience and broader business community, we are proud to launch our inaugural Top 20 Young Guns, a curated editorial series spotlighting the rising operators shaping the future of sport.

Last month, we invited nominations for high-performing professionals under 30 who are doing great work across the industry. Those driving innovation, improving performance, and contributing meaningfully behind the scenes.

The response reflected the strength and diversity of the ecosystem across Australia and New Zealand. From commercial and marketing to operations and administration, it’s clear there is a new generation of talent stepping up and making an impact.

We have now finalised our Top 20, a group of individuals already contributing at a high level across clubs, leagues, brands, and governing bodies.

This is not an awards program. There are no judges’ tables or acceptance speeches. This is about recognition and visibility, shining a light on people who are doing the work and helping move the industry forward.

Our final five represent the tier of this generation: a cohort that balances technical precision with high emotional intelligence. From the court-side delivery of the WNBL to the digital engine room of the AFL and the governance of World Athletics, these five individuals are defining what it means to be a modern sports executive:

#5: Emily Kneale

Organisation: AFL

Impact: At just 27, Emily possesses a level of strategic wisdom that belies her years. She has been instrumental in the commercial success of AFL Gather Round, presenting sophisticated go-to-market plans to state government bodies and key stakeholders to ensure the event remains a permanent, unmissable fixture on the national sporting calendar. Her ability to innovate while maintaining a collaborative, empathetic leadership style makes her a cornerstone of the AFL’s event strategy team.

#4: Indiya De Jonge

Organisation: KOJO

Impact: Balancing a Bachelor of Business Management/Laws (Honours) with a high-stakes role at KOJO, Indiya operates with the composure of a veteran leader. At 21, she has already overhauled internal financial processes and producer onboarding workflows, significantly reducing delivery risk for major stadium activations. Her work at the intersection of match-day vision and operational rigour is setting a new standard for venue partnership delivery.

#3: Josephine Ng

Organisation: Athletics Australia / World Athletics

Impact: Josephine is a genuine pioneer in the officiating and governance landscape. As the first Chinese-Australian woman and the youngest person in Australia to achieve the World Athletics Bronze Referee qualification, she is breaking cultural and demographic barriers. Through her work with the NSW Athletics Officials Subcommittee, she is actively creating pathways for young women and CALD communities, ensuring the “engine room” of athletics reflects the diversity of its participants.

#2: Justin Beavis

Organisation: AFL

Impact: Justin is the architect behind some of the most successful digital campaigns across the AFL, AFLW, and Marvel Stadium. Known for his ability to translate complex digital data into actionable commercial impact, he has pioneered a digital marketing education series to elevate the skills of his colleagues. His trajectory within the league’s headquarters reflects a leader who focuses on long-term game growth rather than just short-term metrics.

#1: Tara Tolios

Organisation: WNBL

Impact: Tara represents the pinnacle of values-led, commercially aware leadership. She has evolved from project delivery into a strategic powerhouse for the WNBL, owning league-wide rounds that define the competition’s cultural identity. By proving that inclusion and community engagement are core revenue drivers—not just “add-ons”—Tara is helping shape a more modern and commercially sustainable model for women’s sport in Australia. Her rare ability to lead with both empathy and operational precision earns her the top spot in our 2026 Young Guns.

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DAZN and Top Rank Strike Multi-Year Deal, Consolidating Boxing’s Global Landscape

Posted on March 20, 2026March 20, 2026 by Courtney

DAZN and Top Rank have officially announced a multi-year media rights partnership, ending an eight-month “free agency” for the legendary promotional firm.

The agreement, announced on Wednesday, 18 March 2026, brings Top Rank’s elite roster of world champions and its incomparable six-decade fight archive to the global streaming platform.

The deal effectively consolidates the sport’s power, as DAZN now houses four of the five largest promotional companies in boxing, including Matchroom Boxing, Queensberry Promotions, and Golden Boy Promotions.

Commenting on the partnership, Top Rank’s 94-year-old Hall of Fame Chairman, Bob Arum, said: “Since the day I started Top Rank 60 years ago, our focus has been simple: sign the best fighters, develop them into champions and make the best fights possible.”

“DAZN’s position as the global home of boxing makes this a natural partnership,” Arum said.

Ending the Post-ESPN Uncertainty

The partnership marks the end of a transitional period that began in July 2025, when Top Rank’s historic eight-year tenure with ESPN concluded following Xander Zayas’ victory over Jorge Garcia at Madison Square Garden.

Since then, the Bob Arum-led promotion had operated without a primary broadcast home, utilizing FAST channels on platforms like Tubi and Pluto TV to maintain visibility for its athletes.

While Top Rank will produce between eight and ten marquee events annually for DAZN, reports suggest a separate, non-exclusive negotiation with ESPN is also underway. This “multi-platform” strategy would allow Top Rank to maintain a presence on legacy linear television while leveraging DAZN’s 200-plus market digital infrastructure.

A Roster of Current and Future Kings

The move brings some of the most exciting young champions in the sport to DAZN’s subscriber base:

Xander Zayas: The WBO and WBA unified junior middleweight champion and boxing’s youngest unified male titleholder.
Abdullah Mason: The 21-year-old WBO lightweight champion and the sport’s youngest current male world champion.
Bruce “Shu Shu” Carrington: The newly crowned WBC featherweight champion, who secured the title with a knockout of Carlos Castro in January 2026.
Keyshawn Davis & Raymond Muratalla: Top-tier lightweight contenders on the verge of world title opportunities.
Emanuel Navarrete: The three-division champion and a cornerstone of Top Rank’s international appeal.

The “Crown Jewel” Archive

The archive spans from the “Thrilla in Manila” and the “Four Kings” era of the 1980s to the era-defining reigns of Oscar De La Hoya, Floyd Mayweather Jr., and Manny Pacquiao.

Red Hill Estate Signs as Official Wine Partner of North Melbourne

Posted on March 20, 2026 by Courtney

the North Melbourne Football Club has announced a new partnership with acclaimed Mornington Peninsula winery Red Hill Estate.

The deal sees the family-owned Victorian label become the “Official Wine Partner” of the Kangaroos across both their AFL and AFLW programs.

The partnership is anchored by a unique “family connection” within the club’s playing ranks; Red Hill Estate winemaker Donna Stephens is the aunt of North Melbourne winger Dylan Stephens, adding a personal narrative to the commercial alliance.

Commercial Synergy and Community Focus

The agreement reflects a broader trend of AFL clubs partnering with premium local producers to enhance the fan and stakeholder experience. For Red Hill Estate, the partnership provides a national platform to showcase its Mornington Peninsula cellar door and destination venue.

Commenting on the partnership, North Melbourne chief commercial officer, Orry Lack, said: “We are incredibly excited to see Red Hill Estate’s exceptional wines featured at some of our biggest marquee events.”

“We love the family connection and can’t wait to promote their wines across our national platform,” Lack said.

Echoing the sentiment, and noting the shared values of community and passion, general manager of Red Hill Estate, Dominic Fabrizio, added: “We see a strong alignment in how both brands connect with their communities through shared experiences and a sense of belonging.”

Elevating the Marquee Event Experience

Red Hill Estate’s premium range of sparkling, whites, and reds will now feature prominently across the club’s most prestigious annual events. Key integration points include:

Presenting Partner: The winery will hold presenting rights for the Syd Barker Medal (AFL Best and Fairest) and the AFLW Best and Fairest awards.
The Grand Final Breakfast: Red Hill Estate has secured the rights as the Official Wine Partner for North Melbourne’s iconic Grand Final Breakfast, one of the most significant corporate fixtures on the Australian sporting calendar.
Match-Day Hospitality: The winery’s signature labels will be served at all major club functions and AFLW home matches throughout the 2026 season.

Formula 1 Launches 2026 Sim Racing World Championship at DreamHack Birmingham

Posted on March 20, 2026 by Courtney

Formula 1® has announced the return of the F1 Sim Racing World Championship for 2026.

The season will kick off with a launch at DreamHack Birmingham from 27–29 March, marking the first time the world-renowned esports festival has been held in the United Kingdom.

The 2026 campaign features a significant structural evolution, with the championship moving to a bespoke, multi-purpose studio facility at Formula 1’s Media and Technology Centre in Biggin Hill for the final three events.

This multi-million-pound investment provides a permanent, state-of-the-art home for the series, placing sim racing at the physical heart of F1’s technical operations.

CEO of ESL FACEIT Group, Niccolo Maisto, described the partnership as a “massive collision of worlds,” bringing the prestige of F1 to the raw energy of the UK gaming community.

A $750,000 Battle Across 12 Rounds

The championship will see nine official F1 teams—including Ferrari, Mercedes, Red Bull, and McLaren—fielding elite three-driver esports rosters.

The Format: Over 12 rounds, the grid will compete in full qualifying sessions and 50% distance races.
The Stakes: Drivers and teams are chasing a share of a massive $750,000 prize pool.
The Teams: Alpine, Aston Martin, Ferrari, Haas, McLaren, Mercedes, Racing Bulls, Red Bull, and Williams.

“The return of the F1 Sim Racing World Championship in 2026 marks an exciting chapter,” said Emily Prazer, Chief Commercial Officer of Formula 1. “Our investment in a purpose-built facility reinforces our long-term commitment and provides a permanent home for the championship’s future growth.”

DreamHack Birmingham: The Ultimate Fanzone

The season opener at the NEC in Birmingham is expected to attract over 50,000 fans. The event will feature a dedicated F1 Sim Racing Fanzone, allowing attendees to engage directly with simulators and meet the drivers from the sim racing paddock.

Global Broadcast Strategy

Fans worldwide can follow the action live across Formula 1’s official YouTube, Facebook, and Twitch channels.

The 2026 season aims to build on record-breaking digital engagement figures from previous years, further solidifying sim racing as a critical pillar of the F1 commercial ecosystem.

Shell Card Extends Partnership with Monochrome GT4 Australia for 2026 Season

Posted on March 20, 2026 by Courtney

SRO Motorsports Australia has confirmed that Shell Card will return as an official partner for the 2026 Monochrome GT4 Australia season.

The renewal solidifies a key pillar for the category as it prepares to launch its most ambitious season to date at the upcoming LIQUI MOLY GT Festival Phillip Island.

Shell Card, managed in Australia by Viva Energy, remains a strategic fit for the series, offering fuel and fleet management solutions to a paddock heavily populated by business owners and privateer teams.

Integrated Branding and Competitor Benefits

As part of the extended agreement, Shell Card’s presence will be highly visible throughout the 2026 Shannons SpeedSeries calendar:

Vehicle Branding: The Shell Card logo will feature on every car across the record-breaking 34-car Monochrome GT4 Australia grid.
On-Site Activation: Representatives will attend all Australian rounds to provide direct support and fleet management consultations to the motorsport community.
Exclusive Offers: Competitors in both GT4 Australia and GT World Challenge Australia powered by AWS will continue to have access to bespoke offers on Shell fuel across a national network of over 1,600 sites.

A “Capacity” Season Opener

The partnership renewal comes at a moment of significant growth for the category.

SRO Motorsports Australia recently announced that the opening round at Phillip Island (27–29 March) has reached its 34-car capacity, a testament to the series’ rapid rise since becoming a standalone entity in 2024.

Commenting on the partnership, CEO of SRO Motorsports Australia, Ben McMellan, said: “They proved a great partner in 2025, allowing our customers to build connections and give their businesses the opportunity to fuel up with ease.”

“It’s fantastic they see the value of that and will return,” McMellan said.

2026 Shannons SpeedSeries Calendar

The 2026 season will see the GT4 field traverse five states, including a historic first-ever visit to the Northern Territory.

Round	Date	Venue
Round 1	27–29 March	Phillip Island Grand Prix Circuit, VIC
Round 2	8–10 May	Shell V-Power Motorsport Park (The Bend), SA
Round 3	12–14 June	Queensland Raceway, QLD
Round 4	24–26 July	Hidden Valley Raceway, NT
Round 5	18–20 September	Sydney Motorsport Park, NSW
Round 6	30 Oct – 1 Nov	Sandown International Raceway, VIC

The Shell Card partnership aligns with the broader strategy of the Schörghuber Group and SRO to provide professional-grade infrastructure for Australia’s expanding GT racing ecosystem.

Fans can catch the action live as the season kicks off next week, with all four races from the Phillip Island opener broadcast exclusively on FOX SPORTS and Kayo.

London Broncos Secure Historic PNG Broadcast Deal to Showcase “Kumuls” Contingent

Posted on March 20, 2026 by Courtney

The London Broncos have announced an international broadcast partnership with the National Broadcasting Corporation of Papua New Guinea (PNG NBC).

The agreement will see all remaining Broncos home fixtures in the 2026 season televised live across Papua New Guinea and selected Pacific Island markets, marking a significant strategic expansion for the club into the world’s only nation where rugby league is the national sport.

Under the deal, matches will be aired on NBC Channel 1, with a simultaneous broadcast on NBC Radio and comprehensive coverage across the network’s digital platforms. The partnership connects the London-based club with an estimated audience of millions of passionate fans across the Pacific.

Commenting on the announcement, London Broncos co-owner, Grant Wechsel, said: “This is an exciting partnership and an important step in growing our international audience.”

“Papua New Guinea and the Pacific have a deep passion for rugby league, and we are proud to strengthen our connection with fans in the region,” Wechsel said.

The “Kumuls” Influence in London

The move is a direct commercial response to the unprecedented influx of Papua New Guinean talent currently donning the Broncos jersey.

The 2026 squad features a formidable “Kumuls” contingent that has become a central part of the club’s identity, including:

Morea Morea & Gairo Voro: Dynamic backline stars driving the Broncos’ attacking sets.
Finley Glare & Epel Kapinias: Key playmakers and forwards providing the side’s physical edge.
Alex Max, Robert Mathias & Jeremiah Simbiken: High-impact players who have quickly become fan favourites at Rosslyn Park.

Strategic Global Positioning

The broadcast agreement arrives as the Broncos continue to navigate a transformative 2026 season. After a challenging 2025 campaign, the club has focused on building a sustainable, international brand. By securing a footprint in PNG, the Broncos are leveraging their unique roster to create a “second home” fan base 14,000 kilometres away.

Managing director of PNG NBC, Kora Nou, noted that the agreement solidifies the network’s status as the “home of rugby league” in the region.

“This agreement gives our viewers direct access to London Broncos home matches and strengthens the bond between our two nations through the sport we love,” he said.

Paulaner Leverages Audi F1 Partnership to Target Top Premium Spot in China

Posted on March 19, 2026 by Courtney

390-year-old German brewery, Paulaner, has reported record-breaking growth in China, fueled by its new long-term partnership with the Audi Revolut F1 Team.

As the 2026 Formula 1 season officially commenced, the brand recorded a 23.8 per cent surge in the Chinese market for 2025, cementing its position as Paulaner’s fastest-growing export region.

The partnership arrives at a historic moment for the Audi Revolut F1 Team, which secured its first-ever championship points during the season opener in Melbourne.

Brazilian rookie Gabriel Bortoleto finished ninth to claim the milestone, while veteran German driver Nico Hülkenberg provided the seasoned stability the team requires for its debut campaign.

Commenting on the financial growth of the company, CEO of Paulaner Brewery Group, Jörg Biebernick, said: “China is our fastest-growing market and one of the most exciting beer markets in the world.”

“Partnering with the Audi F1 Team brings that story to life on the biggest possible stage,” Biebernick said.

The brewery’s leadership sees a direct parallel between their commercial goals and Audi’s sporting objectives.

Just as Audi has publicly stated its intent to become a Formula 1 world champion, Paulaner aims to dominate the premium beer conversation in China within the next two to three years.

“This is what we have in common with Audi.”

“If we continue to build on platforms like F1, I believe we can reach the top in China too,” Biebernick added.

Paulaner’s Expansion in the Chinese Market

With China’s consumer market re-emerging from years of pandemic-related disruption, Paulaner is aggressively pursuing the number one spot among international premium beer brands, a leap from its current third-place ranking.

Key Performance Indicators (2025):

China Export Growth: 23.8%
Global Brand Family Growth: 9%
Total Group Beverage Sales: 7.9 million hectolitres (up 13.8%)
International Sales Mix: More than one-third of all Paulaner beer is now sold outside Germany.

0.0% Alcohol and High-Performance Synergy

Central to the sponsorship is Paulaner 0.0%, the brand’s non-alcoholic wheat beer. The product allows the brewery to activate within the F1 paddock and fan zones while aligning with the sport’s core values of safety, responsibility, and high performance.

The brewery’s branding is featured prominently on Audi F1 team helmets and within paddock hospitality, where it serves as the exclusive drinks supplier.

The presence of Florian Schörghuber, CEO of the Schörghuber Group (majority shareholder), at the Chinese Grand Prix in Shanghai underscores the weight of this multi-market alliance.

JPMorganChase Launches Athlete Council to Spearhead New Financial Education Initiative

Posted on March 19, 2026 by Courtney

JPMorganChase has announced the formation of the JPMorganChase Athlete Council, an initiative designed to provide tailored financial guidance to athletes at every stage of their careers.

Chaired by NBA legendm Dwyane Wade, the council brings together a powerhouse group of sports icons to help the firm develop programs that address the unique, and often volatile, earning cycles of professional competitors.

The move follows a period of rapid commercial evolution in the sports world, where the rise of Name, Image, and Likeness (NIL) deals and surging league valuations have placed more capital in the hands of younger athletes than ever before.

Commenting on the creation, CEO of J.P. Morgan Wealth Management. Kristin Lemkau, said: “An athlete’s career and earning power are unique.”

“We want to develop a program by athletes for athletes to help them from college to professional sports to retirement,” Lemkau said.

Addressing the “Retirement Gap”

The council’s primary mission is to bridge the gap between peak earning years and long-term financial stability.

Statistics highlight a stark reality for professional athletes: most retire before age 35, and approximately one in six NFL players declare bankruptcy within 12 years of their final game.

The JPMorganChase Athlete Council

The inaugural council features leaders across multiple disciplines who have transitioned into successful business and management roles:

Dwyane Wade (Chair): Three-time NBA champion and entrepreneur.
Tom Brady: Seven-time Super Bowl champion and minority owner of the Las Vegas Aces.
A’ja Wilson: Unprecedented four-time WNBA MVP (2020, 2022, 2024, 2025) and leader of the reigning champion Las Vegas Aces.
Sue Bird: Five-time Olympic gold medalist and currently the Managing Director for the USA Women’s National Team.
Jalen Brunson: New York Knicks All-Star and the NBA’s 2025 Clutch Player of the Year.
Alex Morgan & Megan Rapinoe: Multi-time FIFA World Cup champions and advocates for pay equity.
Kayvon Thibodeaux: NFL standout and founder of the JREAM foundation.
Ally Love: Peloton executive and founder of Love Squad.

Comprehensive Athlete Support Ecosystem

The council is one pillar of a broader suite of services, including the new Athlete Center of Excellence (ACE). This specialised unit is staffed by financial professionals, many of whom are former athletes themselves, who understand the complexities of multi-state taxation, sudden wealth, and the unique lifestyle demands of the industry.

JPMorganChase is also expanding its “meet them where they are” strategy through:

Digital Hub: A dedicated resource centre at jpmorgan.com/ace featuring tailored guides for each career phase.
Educational Outreach: Direct financial literacy programs at universities and major sporting events to reach NIL-eligible college athletes.
Strategic Partnerships: Ongoing roles as the designated financial education partner for League One Volleyball (LOVB) and sports-tech leader Hudl.

NBA House to Make Australian Debut in Melbourne for 2026 Playoffs

Posted on March 19, 2026 by Courtney

The National Basketball Association (NBA) has announced that NBA House, its premier immersive fan experience, will debut in Australia this May.

Set to take over The Timber Yard in Melbourne from Thursday, 14 May to Sunday, 17 May, the event is timed to coincide with the height of the 2026 NBA Playoffs.

The four-day festival, operated by Seeker Agency, will span 6,000 square metres, blending basketball, music, and digital culture.

Commenting on the announcement, NBA Asia head of strategy, Rajah Chaudhry, said: “Bringing NBA House to Australia will energise our fanbase at a time where the momentum around basketball has never been greater.”

“It will be a multi-day celebration as we approach the pinnacle of the season,” Chaudhry said.

NBA House Australia is designed as a high-engagement “Live Site” for fans of all ages.

Key features of the Melbourne debut include:

Live Viewing Parties: Large-scale screenings of critical NBA Playoff matchups.
Legend Appearances: Meet-and-greets with NBA legends and team entertainers (specific names to be confirmed in the coming weeks).
Interactive Game Zone: A dedicated space featuring the NBA 2K26 video game.
The Larry O’Brien Trophy: Rare photo opportunities with the league’s ultimate championship prize.
Pop-up Retail: A temporary store offering exclusive, event-only merchandise for the Australian market.

The announcement comes at a period of momentum for basketball in Australia. With Josh Giddey and Dyson Daniels leading a new generation of local stars, NBA viewership in the region has surged across Prime, ESPN, and NBA League Pass.

Commercial Partner Integration

The event will also serve as a hub for the NBA’s global and local partners.

Official sponsors, including Nike, Tissot, and Hennessy, are expected to host bespoke activations and giveaways. This follows the successful “NBA House” model previously executed in global hubs like London, Paris, and Rio de Janeiro.

MMA.INC and Zebra Athletics Launch Co-Branded Gear Vertical in Oceania

Posted on March 19, 2026 by Courtney

Mixed Martial Arts Group Limited (NYSE American: MMA), operating as MMA.INC, has announced a strategic partnership with Zebra Athletics to launch a new co-branded equipment and apparel vertical.

The partnership is structured as a capital-efficient, “light” model, allowing MMA.INC to leverage Zebra’s established global supply chain and manufacturing expertise without significant overhead.

The initial rollout will focus on the Oceania region, where both companies maintain a strong operational presence, before a planned global expansion across MMA.INC’s network of 16 countries.

Commenting on the partnership, Founder & CEO of MMA.INC., Nick Langton, said: “Providing world-class training environments is essential as participation in martial arts continues to expand globally.”

“This partnership with Zebra allows us to deliver premium equipment to our members while opening a new revenue adjacency in gear and apparel through a highly capital-efficient structure,” Langton said.

Powering the TrainAlta Participation Ecosystem

The primary focus of the collaboration is the outfitting of MMA.INC’s TrainAlta programs. Zebra Athletics will supply premium, co-branded training gear and apparel designed specifically for the “Warrior Training Program” and other participation-driven initiatives.

Enhanced Member Experience: Participants in the 20-week TrainAlta programs will now have direct access to high-performance gear endorsed by elite athletes.
New Revenue Adjacency: The deal creates a scalable merchandise vertical tied directly to the growth of MMA.INC’s student base, which currently includes over 75,000 active students.
Zebra’s Heritage: For over 25 years, Zebra has been a global leader in martial arts flooring and equipment, with Zebra Australia (launched in 2018) currently endorsed by stars such as former UFC Middleweight Champion Robert Whittaker.

The move follows a period of rapid infrastructure building for MMA.INC, which includes the integration of the BJJLink gym management system and a strategic focus on “tokenised” participation rewards via its digital ecosystem. By adding a physical gear component, the company now offers a “complete platform” covering training, community, content, and the essential tools required for the mats.

Historic Unification of Australian Athletics and Little Athletics Australia Complete

Posted on March 19, 2026 by Courtney

Australian Athletics and Little Athletics Australia have officially signed final contracts to complete their national unification.

The agreement, finalised in Melbourne by presidents Jane Flemming OAM and Sherrie Boulter, brings to an end decades of structural fragmentation and creates a single, cohesive pathway for the sport.

By merging the grassroots engine of Little Athletics with the elite and high-performance structures of Australian Athletics, the sport is positioned to maximise commercial opportunities and athlete retention.

Commenting on the agreement,Flemming, said: “This unification sets athletics up for long-term success both in keeping younger athletes in our sport as they mature and creating better links between families, clubs, officials, and volunteers.”

A Unified Governance Structure

Under the new arrangement, the unified body, operating as Australian Athletics, will serve as the sole National Member Federation recognised by World Athletics, World Para Athletics, and the Australian Sports Commission.

Key Leadership Changes:

Jane Flemming OAM will continue as president of the unified Australian Athletics.
Sherrie Boulter will step down as Little Athletics Australia president to join the Australian Athletics board as a Director, ensuring Little Athletics’ 60-year heritage is represented at the highest level of governance.
The unification will formally commence on 20 April 2026, with both organisations integrating into a single workforce at Athletics House at Lakeside Stadium, Melbourne.

Coles Remains Naming-Rights Partner

In addition, it was confirmed that Coles will remain the naming-rights partner of Coles Little Athletics. Since 2017, the partnership has been a primary driver of growth, supporting more than 90,000 participants across 700 clubs and centres.

The agreement ensures that the iconic Little Athletics brand and its community-focused initiatives—including equipment grants and fresh fruit donations—will be preserved and enhanced within the new national framework.

Streamlining the Pathway to Brisbane 2032

The first practical demonstration of this unified vision will occur next month in Brisbane. For the first time, the Coles Australian Little Athletics Championships (ALAC) (12–14 April) and the Australian Athletics Junior Championships (15–20 April) will be held side-by-side at the Queensland State Athletics Centre (QSAC).

State and Territory Member Associations will continue to lead local delivery, supported by a national network of over 6,000 coaches.

The transition also includes the establishment of a Little Athletics Trust to hold residual funds, ensuring ongoing investment specifically for grassroots development.

Countdown (10-06): Top 20 Young Guns in the Business of Sport

Posted on March 19, 2026March 20, 2026 by Courtney

We have now finalised our Top 20, a group of individuals already contributing at a high level across clubs, leagues, brands, and governing bodies.

The momentum behind our Top 20 Young Guns series has reached a fever pitch as we officially enter our third five, the last 10 Young Guns:

#10: Holli Oakley

Organisation: AFL

Impact: At a time when the AFL is expanding its footprint, including the introduction of a new “Wildcard Finals” round and the return of State of Origin in 2026, Holli has been the linchpin for complex brand approvals.

Her management of digital reporting ensures that the league’s commercial partners receive world-class insights as the game continues to scale.

#9: Darcy Cox

Organisation: Tennis Australia

Impact: Darcy led the marketing efforts for a historic 2026 Australian Open that shattered all-time records, welcoming over 1.36 million fans to Melbourne Park. His oversight helped turn the tournament into a three-week “summer spectacle,” nearly doubling Opening Week attendance compared to previous years.

#8: Lizzie Dingeldei

Organisation: Tasmania Football Club

Impact: Establishing a brand-new sporting franchise is a big task, and Lizzie has played a foundation role for the Tasmania Devils. From navigating membership software transitions to launching the “Devils Believer” packages, her work is ensuring the 19th AFL club has a robust commercial platform long before its 2028 debut.

#7: Katelyn Campbell

Organisation: Tennis Australia

Impact: While record crowds flocked to the courts, Katelyn was responsible for the strategic brand positioning that allowed the Australian Open to maintain its status as the world’s most attended Grand Slam. Katelyn consistently demonstrate vision, leadership, and the ability to create meaningful commercial and brand impact across some of Tennis Australia’s most important products.

Her work on the Brisbane International showcases this: driving multiple years of audience growth, leading a full event rebrand, elevating partnerships, and shaping a premium offering that has significantly matured in perception and performance.

She combines imagination with commercial thinking, from transforming the BI PX brand from a non existent entity into a premium asset, to designing high value acquisition strategies that materially improve their ticketing pipeline.

Aside from that, Katelyn also bring a collaborative leadership style that lifts cross functional performance. The AO Reserve content series is a testament to that, a project that engaged nearly every area of the business, delivered new storytelling depth, and unlocked a future commercialisation pathway.

Her trajectory is defined by curiosity, strategic thinking, and a drive to create long-term value. She don’t just execute tasks; she build brands, elevate products, and identify opportunities that otherwise may have been overlooked.

Organisation: EY

Impact: Representing the critical intersection of professional services and elite sport, Dominic provides high-level digital strategy for major sporting bodies at EY. His work helps organisations leverage AI and sophisticated CRM systems to turn “big data” into tangible revenue growth and enhanced fan experiences.

WNBA and WNBPA Reach Historic Tentative Agreement on New CBA

Posted on March 19, 2026 by Courtney

Following 17 months of intense negotiations and a high-stakes marathon session in New York, the WNBA and the Women’s National Basketball Players Association (WNBPA) reached a tentative verbal agreement on a new Collective Bargaining Agreement (CBA) early Wednesday morning.

The deal effectively ends a period of labor uncertainty that had frozen free agency since January and threatened to delay the league’s landmark 30th season.

The breakthrough came after eight days of “marathon” bargaining involving WNBA commissioner Cathy Engelbert, WNBPA executive director Terri Carmichael Jackson, and a core group of veteran players including Nneka Ogwumike and Breanna Stewart.

Emphasising that the deal was built with future players in mind, WNBPA president, Nneka Ogwumike, ensured that those entering the league do not face the “sense of lack” experienced by previous generations.

The agreement is also expected to address long-standing “off-court” issues, such as travel standards and marketing rights, which have been points of contention as the league’s valuation continues to rise.

Revenue Sharing: The Core of the Conflict

At the heart of the 100-hour negotiation was a shift in how the league’s surging financial success is shared with its athletes.

Under the previous 2020 CBA, players only shared in “excess” revenue once high, cumulative targets were met, a threshold that was finally triggered for the first time in 2025, resulting in an USD8 million (AUD11.3 million) distribution across the league’s 13 teams.

The new agreement is expected to move toward a more transparent salary model more closely tied to the league’s total revenue.

Commenting on the negotiation, New York Liberty star, Breanna Stewart, said: “This deal is going to be transformational.”

“It’s going to build and help create a system where everybody is getting exactly what they deserve and more, from on the court and off the court aspects,” Steward said.

Impact on the 2026 Season Calendar

The agreement arrives just in time to salvage the 2026 preseason. With training camps scheduled to begin in late April, the league now faces a compressed administrative window to execute critical off-season milestones.

Event	Tentative Dates
Expansion Draft	1 April – 6 April
Qualifying Offers & Core Designations	7 April – 8 April
Free Agency Negotiation Period	9 April – 11 April
Free Agency Signing Period	12 April – 18 April
WNBA Collegiate Draft	To Be Confirmed (Late April)

The tentative agreement now moves to a formal drafting and ratification stage, which is expected to take several weeks. However, the “status quo” period and the moratorium on player movement are expected to lift as soon as the legal language is finalised.

Dodgers and Uniqlo Announce Partnership for “Uniqlo Field at Dodger Stadium”

Posted on March 18, 2026 by Courtney

The Los Angeles Dodgers have reached an agreement with Japanese fashion powerhouse Uniqlo to become the official field presenting partner of Dodger Stadium.

While the 64-year-old name of the stadium itself remains untouched, preserving a legacy that dates back to 1962, the playing surface will now be officially known as Uniqlo Field at Dodger Stadium. The deal was brokered in collaboration with marketing agency SPORTFIVE.

The “Ohtani Effect” Reaches New Heights

The partnership is the latest commercial ripple effect following the signing of two-way superstar Shohei Ohtani and ace Yoshinobu Yamamoto.

Since their arrival, the Dodgers have reportedly secured over USD70 million (AUD98 million) in Japanese sponsorship revenue alone, with Uniqlo now joining a premier portfolio that includes All Nippon Airways (ANA), Toyo Tires, and Daiso.

Visibility and Fan Experience

As the stadium’s top sponsor, Uniqlo’s branding will be integrated throughout the ballpark’s ecosystem:

Center Field Signage: A newly constructed, high-visibility Uniqlo display will be installed in center field.
On-Field Presence: The Uniqlo name will be used in all official references and signage related to the field of play.
Exclusive Promotions: Fans can expect unique apparel collaborations and “Dodger-blue” Uniqlo activations starting this season.

Commercial Context: Building a Superpower

After winning back-to-back World Series titles (2024 & 2025), the team’s market valuation has surged to an estimated USD6.9 billion (AUD9.6 billion).

This deal follows the team’s 2024 jersey patch agreement with their ownership group, Guggenheim Baseball Management, highlighting a strategy to maximise revenue while carefully guarding the stadium’s historic identity.

The official unveiling of “Uniqlo Field” is set to take place ahead of Opening Day, when the Dodgers host the Arizona Diamondbacks on Thursday, 26 March.

FIFA and YouTube Announce “Preferred Platform” Partnership for 2026 World Cup

Posted on March 18, 2026 by Courtney

FIFA has announced an agreement with YouTube as their Preferred Platform for the FIFA World Cup 2026™.

The partnership aims to redefine tournament broadcasting by integrating official media partners, global creators, and FIFA’s own digital archive into a unified ecosystem.

The deal comes as North America prepares to host the largest World Cup in history across Canada, Mexico, and the United States. By leveraging YouTube’s massive global reach, FIFA is moving toward a “fan-centric” model that prioritises accessibility and interactive entertainment over traditional closed-broadcast silos.

Commenting on the partnership, FIFA secretary general, Mattias Grafström, said: “This collaboration with YouTube reinforces our ambition to maximise the tournament’s impact across the ever-evolving media landscape.”

Echoing his sentiments about the partnership, VP and global head of media & sports at YouTube, Justin Connolly, said : “YouTube is focused on delivering a global, fan-centric, interactive approach to sports entertainment.”

“This partnership will help usher in the next generation of fans while showcasing that no other platform unites the world around major moments like YouTube,” Connolly said.

Disrupting the Broadcast Model: The “First 10 Minutes” Rule

The agreement introduces several “firsts” for the tournament’s media landscape, specifically designed to drive digital engagement and lead-generation for official broadcasters:

Live Match Teasers: For the first time, Media Partners can live stream the first 10 minutes of every match on their respective YouTube channels, serving as a high-energy hook to drive viewers toward full broadcasts.
Full Match Streaming: Select matches will be made available in full on YouTube by official partners to promote tournament visibility in key growth markets.
Enhanced Monetisation: Media Partners will have expanded rights to monetise extended highlights, behind-the-scenes footage, and YouTube Shorts.

The Rise of the ” Youtube Creator Lens”

A core pillar of the partnership is the access granted to a global cohort of YouTube creators.

These influencers will be embedded within the tournament to provide:

Tactical Breakdowns: Deep-dive technical analysis for hardcore fans.
Human Stories: Focus on the cultural impact and fan experiences across the three host nations.
Archive Access: Creators will have “extraordinary access” to FIFA’s Digital Archive to produce pre-tournament content, building momentum before the opening whistle.