Ministry of Sport

Wasserman Expands Nordic Footprint with People in Sport Acquisition

Posted on February 13, 2026 by Courtney

Global sports and entertainment powerhouse Wasserman has acquired the football talent representation division of Danish agency People in Sport.

announced by Lee Charnley, Wasserman’s VP of International Operations for Global Football, marks the firm’s first official entry into the Scandinavian market and reinforces its aggressive European expansion strategy.

Commenting on the acquisition, Charnley, said: “We are delighted to expand our European footprint into Scandinavia.”

“It’s an important market… that has seen a huge amount of high-quality young talent coming through the ranks to play in the major leagues across Europe,” he said.

Highlighting the scale of the new opportunity, Casper Grønn Spiele, said: “With the backing of a global powerhouse such as Wasserman, we truly believe this acquisition will take our services, reach and influence to new heights.”

The deal sees partners Casper Grønn Spiele and Jacob Krüger Andersen join Wasserman, bringing with them a high-calibre roster of Nordic talent.

Notably, People in Sport will exit the football industry entirely following the sale to focus exclusively on its handball operations.

The acquisition adds several rising stars to Wasserman’s books, including Elias Jelert, Martin Frese, and FC Midtjylland captain Mads Bech Sørensen, further diversifying a global stable that already features Fede Valverde, Manuel Akanji, and John Stones.

The commercial implication of the acquisition lies in the “bridge” it creates between Scandinavian talent and Wasserman’s global network.

For the organisation, this follows a string of takeovers, including International Football Management (IFM) in Switzerland (2024) and SportPlus in Belgium (2025).

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!.

Canadian Soccer Business Rebrands as CSME to Drive Integrated Media Strategy

Posted on February 13, 2026 by Courtney

Canadian Soccer Business (CSB) has officially rebranded as Canadian Soccer Media & Entertainment (CSME).

The announcement, made by Group CEO James Johnson, reflects the organisation’s evolution from a traditional commercial agency into a holistic hub connecting professional leagues, national teams, and fans through storytelling and broadcast innovation.

The new identity is built on what Johnson describes as a “self-reinforcing growth engine,” where elite football serves as the heartbeat, media acts as the amplifier, and business functions as the fuel.

The shift is designed to better support its major partners, including Canada Soccer and the Canadian Premier League (CPL), while providing a clearer value proposition for international brands as Canada prepares for the FIFA World Cup 2026.

Commenting on the, Group CEO of CSME, James Johnson, said: “Our organisation has evolved significantly, and this new identity reflects that evolution with clarity and intent.”

“CSME better captures who we are today and the role we play as a modern, ambitious, and collaborative organisation focused first and foremost on advancing soccer in Canada,” Johnson said.

The rebrand follows a series of moves under Johnson’s leadership, including the recent alignment of Premier Soccer Leagues Canada (formerly League1), and aims to broaden the company’s media portfolio.

This includes expanding beyond domestic rights to acquire international properties that feature Canadian players abroad, effectively shifting the program from “Canada soccer rights” to “soccer rights in Canada.”

While the structural assets of the company remain unchanged, CSME will continue to manage the broadcast distribution for the Men’s and Women’s National Teams, the TELUS Canadian Championship, and the CPL via its dedicated media platform, OneSoccer.

HART Sport Extends Naming Rights for Queensland Premier Netball Until 2029

Posted on February 13, 2026 by Courtney

Netball Queensland has secured a major four-year partnership extension with HART Sport, ensuring the Brisbane-based sporting equipment company remains the naming rights partner of the HART Premier Netball League (HPNL) through to 2029.

The deal reinforces HART Sport’s position as a cornerstone of the state’s netball ecosystem, with the total duration of the partnership set to exceed a decade by the end of the new term.

Commenting on the partnership extension, Netball Queensland CEO, Kate Davies, emphasised the importance of the partnership for the sport’s talent pipeline.

“HART’s ongoing support of the HART Premier Netball League provides thousands of players across Queensland with access to quality competition and clear pathways.”

“This renewal ensures stability and growth for netball in our state until at least 2029,” Davies said.

Noting that the association is built on mutual respect for the game’s impact, HART sports general manager, Adrian Killorn, said: “Their impact on the sport, from grassroots to elite performance, is something we greatly respect and closely aligns with our commitment to making sport accessible.”

Beyond naming rights, HART Sport retains its roles as the Official Partner and Official Ball Supplier of Netball Queensland, and an Official Partner of the Queensland Firebirds.

For HART Sport, the partnership offers brand visibility across all levels of the game, from grassroots regional carnivals to the high-performance environment of the Sapphire and Ruby divisions.

North Melbourne Kangaroos Secure Two-Year Footwear Deal with HOKA

Posted on February 13, 2026 by Courtney

North Melbourne has welcomed global performance brand HOKA as its Official Athletic and Lifestyle Footwear Partner for the next two seasons.

The partnership is focused in a dual-focus strategy: elite performance and community impact.

Beyond the senior playing list, HOKA has signed on as the Official Footwear Partner of The Huddle, North Melbourne’s award-winning community arm. This integration is designed to support the organisation’s social inclusion and education initiatives, which recently earned the inaugural Jim Stynes Club Community Program Award in 2025.

Commenting on the partnership, North Melbourne chief commercial officer, Orry Lack, said: “To have [HOKA] choose North Melbourne as a primary vehicle for their growth in the Australian market is a fantastic outcome for the club.”

“Their dedication to community connection mirrors our own passion for empowering young people,” Lack said.

Emphasising that the partnership is a cornerstone of their local strategy, general manager of HOKA, Matt Adams, said: “North Melbourne is one of the best gateways to drive [our] goal with their best-in-class community engagements.”

“We look forward to playing an active role in elevating the performance of the club and its community,” Adams said.

Under the terms of the agreement, HOKA will maintain a high-visibility presence across the club’s commercial assets, including prominent branding on the coaches’ boxes and major signage during home matches at Marvel Stadium and Blundstone Arena.

Chemist Warehouse Announce Two-Year Partnership with LIV Golf Adelaide

Posted on February 13, 2026 by Courtney

Chemist Warehouse has been announced as the Official Pharmacy of LIV Golf Adelaide for the next two years.

The collaboration aims to enhance the spectator experience by blending high-energy sport with a “fan-first” wellness ecosystem at The Grange Golf Club.

Commenting on the partnership, LIV Golf’s regional managing director of Australia, Ben Slack, said: “LIV Golf Adelaide is dedicated to delivering a bold and engaging event that goes beyond traditional sport.”

“By joining forces with Australia’s leading pharmacies, we can provide an innovative and immersive wellness presence on-site,” Slack said.

Deputy CEO of Retail at Chemist Warehouse, Mario Tascone, noted that the partnership reinforces the company’s mission to make health solutions accessible in high-impact environments.

The centrepiece of the deal is the Chemist Warehouse Clubhouse, an on-site experiential hub featuring a bespoke three-course mini putt-putt challenge. Each hole is branded to highlight the pharmacy’s key suppliers, including Muscle Nation, Advil, and Cetaphil.

To support the logistical needs of the expected record crowds, exceeding 100,000 fans across the February 12–15 weekend, the partnership includes a dedicated Chemist Warehouse Pro Shop. This facility provides fans, athletes, and crews with immediate access to first aid, sun protection, and skincare, ensuring the programme’s health and safety requirements are met during the South Australian summer heat.

Breitling Sails Announce World Surf League Partnership

Posted on February 13, 2026 by Courtney

Breitling has been named the Official Timing Partner of World Surf League Australia in a new three-year agreement that will see the Swiss watchmaker anchor its presence at the upcoming Bonsoy Gold Coast Pro.

Running from May 1–11, 2026, the event marks a historic return to the iconic Snapper Rocks, a venue celebrated for its technical precision and cultural weight in the surfing world.

Commenting on the partnership, World Surf League APAC President, Andrew Stark, said: “Breitling’s heritage of performance, innovation, and authentic connection to surf and ocean culture make it a natural partner for the World Surf League.”

“The Bonsoy Gold Coast Pro… demands precision and timing, values deeply rooted in Breitling’s DNA,” Stark said.

Managing director Oceania at Breitling, Lars Summers, highlighted that the partnership transcends traditional watchmaking, reflecting a lifestyle shaped by authenticity and a connection to the elements.

For the organisation, the deal provides a high-visibility platform during the World Surf League’s 50th year of crowning champions, ensuring its manufacture movements are synonymous with the split-second decisions that define elite surfing.

The partnership, which extends through at least 2028, positions Breitling at the intersection of high-performance sport and coastal luxury.

As the official timekeeper, the brand will be integrated into the live broadcast and will feature a major on-site activation at Snapper Rocks. This move aligns with Breitling’s “sea” pillar and its “Surfer Squad,” which includes global icons and longtime ambassadors Stephanie Gilmore, Kelly Slater, and Sally Fitzgibbons.

To celebrate the launch, Breitling has released the Superocean Heritage Oceania Edition, a regional exclusive for Australia and New Zealand. The timepiece features a Pacific-blue ceramic bezel and a sea turtle engraving on the caseback—a strategic nod to ocean conservation and navigation.

Inter Miami Surges to Top Spot in 2026 MLS Valuations

Posted on February 12, 2026 by Courtney

Inter Miami CF has officially overtaken LAFC to become the most valuable franchise in Major League Soccer, hitting a valuation of USD1.45 billion.

According to the latest Sportico data, the South Florida club saw a league-high 22% increase over the past year, fueled by Lionel Messi’s impact, which culminated in the franchise’s first MLS Cup title in December 2025.

The league-wide average valuation has climbed to USD767 million, up 6% from 2025. While the “haves” at the top of the table are seeing massive gains, a clear financial bifurcation is emerging. The top five clubs are now all valued above USD1 billion, while the bottom 12 clubs saw only a 2% average increase.

Notably, CF Montréal, Vancouver Whitecaps, and San Jose Earthquakes all saw their market values decline.

Rank	Club	2026 Valuation	1-Year Change
1	Inter Miami CF	USD1.45B	+22%
2	LAFC	USD1.40B	+9%
3	LA Galaxy	USD1.17B	+5%
4	Atlanta United	USD1.14B	+6%
5	NYCFC	USD1.12B	+12%
6	Seattle Sounders	USD915M	+11%
7	Austin FC	USD910M	+5%
8	Columbus Crew	USD800M	+10%
9	FC Cincinnati	USD790M	+9%
10	San Diego FC	USD765M	N/A

The “Messi vs. Son” Commercial Era

The 2026 season kicks off with a massive commercial spectacle: Inter Miami vs. LAFC at the 77,500-seat Memorial Coliseum. The venue shift highlights the immense drawing power of the league’s two highest-paid stars, Lionel Messi and Son Heung-min (who joined LAFC in 2025).

Strategic financial highlights include:

Revenue Growth: Inter Miami is projected to generate USD250 million in revenue for 2026, a figure that rivals many top-tier NBA and NFL teams.

Expansion Record: San Diego FC enters its second season valued at USD765 million, having paid a record USD500 million expansion fee.

Media Rights Pivot: The revised Apple deal now nets clubs approximately USD5 million after production costs, though a “sprint” season in 2027 will lead into a flipped winter-to-summer calendar aimed at maximizing global transfer windows.

Adelaide 36ers’ Shooting Hoops Foundation Reaches 28,000 Participants in 2025

Posted on February 12, 2026 by Courtney

The Adelaide 36ers have solidified their reputation for off-court social impact, with the club’s not-for-profit arm, the Shooting Hoops Foundation, engaging a record 28,192 participants across 66 schools and community settings in 2025.

The Foundation’s expansion included the launch of four new programs designed to address critical social issues, including adolescent wellbeing, migrant inclusion, and defence family resilience.

The commercial and social weight of the Foundation is driven by its five core pillars:

Health and Wellbeing
Leadership and Resilience
Culture and Social Inclusion
Development and High Performance; and STEM

Adelaide 36ers players were central to the organisation’s success, contributing more than 810 hours of direct community engagement to act as authentic role models for South Australian youth.

Among the flagship initiatives launched in 2025 was Beyond the Baseline, a personal development programme aligned with the Australian Curriculum for Year 10 and 11 students. The initiative provides practical tools for resilience and pressure management, responding to the increasing mental health challenges faced by teenagers.

Simultaneously, the Harmony Hoops programme targeted young people from migrant and refugee backgrounds to foster social cohesion and cultural understanding through the universal language of basketball.

The Foundation also expanded its reach into niche communities with the Defence Wellbeing and Positive Connections Program, supporting Australian Defence Force personnel and their families. This was complemented by the Teacher Ambassador Program, launched on World Teachers’ Day, which has already established a network of 50 educators to bridge the gap between elite sport and school-based wellbeing initiatives.

AFL and SAPA Strengthen “DRIVE” Leadership Program for 2026

Posted on February 12, 2026 by Courtney

The AFL has reinforced its commitment to off-field excellence by extending its partnership with Sports Advisory Partners Australia (SAPA) to deliver the DRIVE Advanced Leadership Program for the 2026 season.

Designed specifically for Club General Managers of Football, the initiative addresses the high-stakes strategic, regulatory, and governance challenges inherent in elite sporting environments.

The objective of DRIVE is to move beyond “learning on the job,” providing a structured environment where executives can sharpen decision-making and stakeholder management skills under the guidance of industry veterans.

This is particularly critical as the organisation prepares for a transformative 2026 season, which includes seven major rule changes and the historic return of AAMI AFL Origin.

The 2025 cohort established a new benchmark for cross-club collaboration, a factor AFL CEO, Andrew Dillon believes is vital for the health of the system.

“Footy clubs are emotional places… DRIVE brings together a really strong group of men and women from across the industry who have plenty to offer—and gives them the opportunity to build the leadership skills the role demands,” Dillon noted.

Mentorship remains a pillar of the program, with the 2026 faculty expected to draw on the expertise of seasoned leaders such as Brendon Gale, Peggy O’Neal AO, and Ameet Bains. By integrating contemporary leadership frameworks with real-world issues response, DRIVE ensures that the individuals managing the AFL’s multibillion-dollar football departments are equipped to protect their clubs’ reputations and people.

AAMI and AFL Extend Decade-Long Partnership with Landmark Three-Year Deal

Posted on February 12, 2026 by Courtney

The AFL and AAMI have announced a three-year extension of their major partnership, marking a decade of collaboration between the league and one of Australia’s largest insurers.

The agreement sees AAMI retain its status as the Major General Insurance Partner for both the AFL and AFLW, while significantly expanding its footprint into elite representative football and community talent pathways.

Commenting on the partnership extension, AFL executive general manager of customer, commercial & technology, Bec Haagsma, said: “As we celebrate 10 years in partnership with AAMI, we are thrilled to extend… and to welcome AAMI on board for the 2026 AAMI AFL Origin.”

A centerpiece of the renewal is AAMI’s naming rights for the 2026 AAMI AFL Origin match, scheduled for this Saturday, February 14, at a sold-out Optus Stadium. The blockbuster clash between Western Australia and Victoria (the first official State of Origin match since 1999) will feature stars such as Patrick Cripps and Chad Warner for the Black Swans against a Big V side led by Marcus Bontempelli and Nick Daicos.

The partnership also focuses on regional accessibility through the AAMI Community Series, which will run from February 25 to March 1. All 18 clubs will participate in pre-season matches held at suburban and regional venues, including Mars Stadium in Ballarat and Henson Park in Sydney.

To further support the next generation, the partners are launching the Indigenous Scholarship Fund, providing financial and pathway support for Indigenous and Multicultural players.

AAMI will also continue its popular “Clangers for Good” initiative, which translates on-field errors into community funding.

In the past, the organisation donated $10 per clanger to grassroots clubs, with grand prizes reaching up to $100,000. Combined with the Dreamtime at the ‘G community ticketing scheme, providing 7,000 tickets to First Nations communities, the extension reinforces AAMI’s role as a major stakeholder in the sport’s social and commercial fabric.

Repole and Brady’s NoBull Hits $1B Valuation

Posted on February 12, 2026 by Courtney

NoBull, the performance apparel brand majority-owned by beverage tycoon Mike Repole and NFL legend Tom Brady, has secured USD50 million in new funding at a USD1 billion valuation.

The capital injection marks the first major financing round since Repole acquired the then-struggling label in 2023 and signals a strategic shift from a niche CrossFit outfitter to a “mainstream wellness” powerhouse.

As part of this integration, Brady’s legacy TB12 brand will wind down its independent operations, folding its high-performance DNA directly into the NoBull ecosystem.

Repole, who famously sold Vitaminwater and BodyArmor to Coca-Cola for a combined $9.6 billion, intends to leverage his beverage expertise to scale the nutrition arm rapidly.

Commenting on the funding, Repole, said: “I wanted to create a brand you can play golf in, lift weights in, walk, run, and nutrition was part of it.”

“When I acquired NoBull, I told Tom I think there’s an opportunity here for nutrition… I want NoBull to be an overall wellness brand,” he said.

The organisation is also aggressively expanding its athlete portfolio to capture younger demographics.

NoBull has signed social media phenom and former LSU gymnast Livvy Dunne, alongside New York Islanders player Matthew Schaefer, as partners and endorsers. Dunne’s inclusion is particularly strategic, tapping into her massive digital reach to pivot the brand toward a broader lifestyle audience.

This turnaround comes less than three years after NoBull faced significant “growing pains,” including a 35% staff reduction in early 2023.

With Repole’s recent entry into the United Football League (UFL) and his high-profile NIL activity at St. John’s, the NoBull expansion is part of a wider sports-commercial tapestry designed to challenge established giants like Nike and emerging competitors such as Hoka and On.

AFL Extends Historic Ticket Price Freeze for 2026 Premiership Season

Posted on February 12, 2026February 12, 2026 by Courtney

The AFL has announced a price freeze on General Admission (GA) tickets for all matches at the MCG and Marvel Stadium for the 2026 Toyota AFL Premiership Season.

This marks the eighth consecutive year the league has held entry-level prices steady, a move aimed at maintaining record-breaking engagement levels amidst rising cost-of-living pressures.

Highlighting the league’s focus on accessibility, AFL CEO, Andrew Dillon, said: “On any given weekend, there could be up to five games of footy in Victoria, and we are committed to providing quality and affordable games that everyone can enjoy.”

Under the 2026 pricing structure, adult GA tickets remain at $27, concessions at $18, and juniors (aged 14 and under) at $5. The popular “Family Ticket”, covering two adults and two children, will also stay frozen at $54. This commitment applies to 91 home-and-away matches across both Melbourne venues (45 at the MCG and 46 at Marvel Stadium).

The commercial implication for the freeze follows a massive 2025 season, which saw 8,253,649 fans attend matches, the second-highest total in VFL/AFL history.

In a notable change to the organisation’s ticketing strategy, the Anzac Day blockbuster between Essendon and Collingwood will feature a split on-sale window.

Following fan feedback, club members will have exclusive access on Thursday 19 February, with the general public following on Friday 20 February. This aims to ease the digital bottleneck for one of the most sought-after events on the Australian sporting calendar.

Tickets for Rounds 1–15 will officially go on sale to club members on Tuesday 17 February, followed by the general public on Wednesday 18 February.

Basketball Australia Integrates AI-Powered “SAM” into New Coaching Framework

Posted on February 12, 2026 by Courtney

Basketball Australia has announced an integration of Coach Logic’s AI-powered SAM (Session Analysis Model) into its newly launched Coach Development Framework (CDF).

The move signals a pivot from traditional, workshop-based accreditation toward a scalable, evidence-based “continuous learning” model designed to support Australia’s growing network of community and representative coaches.

Basketball Australia’s community capability & education manager, Neil Gray, noted that the tool is essential for fostering a reflective culture.

“SAM shows real potential to support reflective practice and offer meaningful, objective insights into coaching behaviours across our network,” Gray stated.

The partnership addresses the logistical challenge of providing high-quality mentorship to Basketball Australia’s 65,000+ members and thousands of coaches nationwide.

By introducing SAM into the Basketball Australia Learning Management System (LMS), the organisation can now provide objective, video-based feedback at scale. This effectively removes the “memory bias” from coach reflection, allowing users to align their session intentions with actual on-court behaviours through AI-flagged “moments that matter.”

The integration is a core component of the 2026–2028 Strategic Plan, which prioritises “People” and “Capability” as the sport scales toward LA28 and Brisbane 2032.

Under the new CDF, coaches can earn Coach Development Points for licensing and CPD requirements by completing structured reflection cycles within the SAM platform. This shift ensures that accreditation is tied to active, documented improvement rather than one-off attendance.

For the commercial and high-performance ecosystem, the data generated by SAM will allow Basketball Australia to identify national coaching trends, facilitating more targeted education initiatives and better resource allocation across regional and metro pathways.

As the Australia 2040 Vision, Everybody’s Game takes shape, this AI-led approach positions Basketball Australia as a global leader in digital sports education and workforce retention.

BLAST and ASUS Renew Multi-Continent Partnership for 2026 Season

Posted on February 12, 2026 by Courtney

BLAST has announced a season-wide renewal of its partnership with ASUS, designating the brand as the Official Monitor, PC, Laptop, Keyboard, and Mouse Partner for the 2026 BLAST Premier season.

Building on a successful 2025 collaboration, the deal will see ASUS hardware integrated into six major Tier-1 Counter-Strike 2 events across three continents and five countries.

Commenting on the partnership extension, SVGP of commercial revenue at BLAST, Alexander Lewin, said: “ASUS products not only elevated our competition standards but also created unique experiences for attending fans.”

General manager at ASUS, Kris Huang, added that the partnership creates a “seamless ecosystem” for players to reach their true potential.

The commercial partnership kicked off in January with the BLAST Premier Bounty S1 in Malta, where the hardware was put to the ultimate test during PARIVISION’s historic 3-0 upset victory over Team Falcons. The organisation will continue to provide the “Powered by ASUS” Esports Stations, featuring the flagship ROG Strix GeForce RTX™ 5090 and AMD Ryzen™ 7 9800X3D, to ensure elite performance standards throughout the global circuit.

A key element of the renewal is the focus on fan engagement and technical transparency.

ASUS will receive dedicated broadcast segments featuring exclusive camera angles of their technology in real-time. 2025 data shows that 76% of fans who interacted with ASUS products at events engaged with the brand afterward.

The partnership next moves to the Netherlands for BLAST Open S1 in Rotterdam this March, marking the first time the circuit will feature on-site ASUS fan activations in the region.

Victorian Institute of Sport Adds Sarah Styles and Andrea Pearman to its Board

Posted on February 12, 2026 by Courtney

The Victorian Institute of Sport has appointed Sarah Styles and Andrea Pearman to its Board, adding significant weight to the organisation’s governance as it focuses toward a new long-term strategic direction.

The appointments come at an important moment for the Institute, which is currently managing Victorian athlete representation at the Milano Cortina 2026 Winter Games while building the high-performance runway for Brisbane 2032.

Victorian Institute of Sport chair, Dr Lauren Burns OAM, said: “These appointments mark an exciting new chapter for the Victorian Institute of Sport,”

“Both Sarah and Andrea bring exceptional experience, deep expertise, and a genuine connection to sport in Victoria… guiding the VIS into a bold new era,” Burns said.

Commenting on her appointment, Styles, noted: “I feel privileged to support Nicole and Lauren at such a critical time.”

“Focusing on the “runway” required for Victorian athletes to excel ahead of the home Games in 2032,” Styles said.

Pearman echoed this, highlighting the need to strengthen the talent pipeline while ensuring the high-performance ecosystem delivers tangible value to every Victorian.

Sarah Styles joins the Board following a tenure as director of the office for women in sport and recreation, where she led the influential “Change Our Game ” initiative until September 2025. Her background includes a pivotal role at Cricket Australia, where she was instrumental in the commercial and engagement success of the 2020 ICC T20 World Cup. Styles’ expertise in gender equity and sports administration is expected to strengthen the Victorian Institute of Sport’s commitment to inclusive high-performance systems.

Andrea Pearman, the current CEO of Netball Victoria, brings a formidable corporate pedigree to the Board. With a career spanning leadership roles at Telstra, NAB, and Australia Post, Pearman is a specialist in brand, stakeholder engagement, and CSR. Her data-driven approach to inclusion (honed through her co-founding of Inclusive Australia) will be vital as the Victorian Institute of Sport seeks to deepen its community connection and “sustainable excellence” model.

Working alongside CEO Nicole Livingstone AO, the new directors will oversee a pipeline that recently produced 23 medals at the Paris 2024 Games.

Currently, the Institute is supporting seven athletes in Milan, including flagbearer Scotty James and aerial skiing veterans Laura Peel and Danielle Scott.