Ministry of Sport

Ministry of Sports Unveils Unmissable Sports Forum and Unmissable Sports Lunch

Posted on July 13, 2026July 13, 2026 by Courtney

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

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

Unmissable Sports Forum – “The Business of Global Sport”

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

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

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

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

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

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

Unmissable Sports Lunch – “Football Legends Live”

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

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

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

WHO SHOULD ATTEND:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Medibank Teams Up with the AFL’s Ahead of the Game

Posted on July 14, 2026 by Courtney

Health insurer, Medibank, has deepened its commitment to the Australian sporting landscape by entering a partnership with the AFL’s flagship youth mental health and wellbeing initiative, Ahead of the Game.

This collaboration builds upon Medibank’s existing association with the AFLW and focuses on scaling the reach of mental fitness and resilience training for young people within community football clubs. Since the initiative’s inception in 2024, the program has engaged more than 40,000 participants nationwide, providing players, parents, coaches, and volunteers with the necessary tools to navigate mental health challenges.

The partnership specifically targets the expansion of The Challenge W, an adapted version of the program tailored for women and girls in community football. This initiative provides content designed to be relevant and relatable to the specific experiences of female participants in the sport.

Noting that the program’s focus on community sport provides a vital platform for building mental fitness, Medibank group medical director and GP, Dr Shona Sundaraj, said: “Being part of a sporting community is about more than physical fitness, it’s an opportunity for young people to connect and feel part of something.”

“The Challenge W program places emphasis on team connection and peer support which is so important for young women and girls when facing challenges both on and off the field.

“We’re proud to partner with the AFL’s Ahead of the Game program, so that more young players across the country can learn valuable mental fitness skills and grow their knowledge in how to look after their mental heath and wellbeing,” Dr Sundaraj said.

Highlighting the commercial and social significance of welcoming a partner with Medibank’s health expertise, AFL head of health and wellbeing, Dr Kate Hall, added: “On behalf of the AFL, we’re thrilled to welcome Medibank as one of the supporting partners of Ahead of the Game.”

“The Challenge W was designed with and for young women and girls in our game to help them build practical mental fitness skills, including emotional regulation, problem solving and healthy coping strategies they can use on and off the field, with the support of their team. With Medibank’s support, we’ll continue expanding the reach and impact of the Challenge W, helping more women and girls build vital mental fitness skills through community football clubs across Australia.”

The program leverages the influence of AFLW players who serve as trained facilitators, ensuring the curriculum is delivered by recognised role models. A recent pilot session for the adapted program was successfully hosted at Beaumaris Football Club on 23 June by St Kilda AFLW players Serene Watson and Olivia Vesely, demonstrating the league’s commitment to tangible, community-level delivery.

Brisbane Bullets Secure Cleanworks Australia as Official Cleaning Partner for NBL27 Season

Posted on July 14, 2026July 14, 2026 by Courtney

The Brisbane Bullets have announced a partnership with Cleanworks Australia, naming the organisation their Official Cleaning Partner.

This collaboration signifies the club’s continued commitment to maintaining world-class standards across their High Performance Centre and broader club infrastructure, ensuring that players, staff, and the wider organisation operate within a clean, safe, and highly professional environment.

As the Bullets continue to refine their off-court operations to match their on-court ambitions, the appointment of a dedicated commercial cleaning provider serves as a vital component of the team’s daily operational success. Cleanworks Australia, known for its strong reputation across Queensland for delivering comprehensive hygiene and facility management solutions, will play an integral role in supporting the club’s day-to-day requirements throughout the NBL27 campaign.

The Brisbane Bullets confirmed the move via official channels, noting that Cleanworks shares a commitment to professionalism that aligns with the club’s evolving values.

This announcement follows an active off-season for the Brisbane Bullets, who have been focused on roster rebuilds and facility enhancements to bolster their competitiveness.

The Bullets look forward to this partnership delivering tangible benefits to the club’s operational standards, providing a hygienic and professional foundation for the team as they prepare for the rigours of the NBL27 season and their quest for championship success.

Chris Chapman Appointed as Independent Director to PGA of Australia Board

Posted on July 14, 2026July 14, 2026 by Courtney

The PGA of Australia has announced the appointment of experienced executive and company director Chris Chapman as an Independent Director of the PGA of Australia Board.

This addition follows the recent Annual General Meeting and marks the conclusion of a sixteen-year tenure for departing board member Ric Lazar. Chapman arrives with a distinguished professional background across strategy, regulation, media, communications, sport, and infrastructure, positioning him to play a pivotal role in the organisation’s ongoing commercial evolution.

Commenting on Chapman’s appointment, PGA of Australia chair, Ian Baker-Finch, said: “We are delighted to welcome Chris Chapman to the PGA of Australia Board.”

“Chris brings a strong background in strategy, governance, regulation, media, major venues and commercial leadership, along with a clear understanding of the PGA business model and the opportunities in front of professional golf.

“That experience will be extremely valuable as we continue to strengthen the support and services we provide to PGA Members, build our education and workforce programs, and grow the Challenger PGA Tour of Australasia and WPGA Tour of Australasia.

“Chris understands the importance of strong governance, commercial discipline and long-term thinking, and we are fortunate to have someone of his calibre joining the Board,” Baker-Finch said.

Expressing his commitment to the organisation’s future, Chapman, said: “The PGA of Australia plays the vital role across the global professional golf ecosystem, from supporting PGA Members and educating the future workforce through to operating Australasia’s leading men’s and women’s Tours.”

“I am very pleased to be joining the Board and look forward to contributing to the next phase of the PGA’s strategic plan,” he stated.

Chapman’s career includes senior chair and chief executive roles with major organisations including the Australian Communications and Media Authority, Seven Network, and Stadium Australia. Since 2016, he has transitioned into a portfolio of non-executive director and advisory positions, which have included specific consulting projects for both the PGA of Australia and Golf Australia. His personal history with the sport is extensive, spanning more than fifty years from his time as a junior caddie to his role as president of the Royal Sydney Golf Club, where he spearheaded the Championship Course redevelopment.

The current board is now comprised of member directors Ian Baker-Finch, Stephen Hutchison, Chris Crocker, and Matt Griffin, alongside independent directors Carole Brownlee, Alison Watkins AM, Chris Chapman, and Paul Lappin.

NZRL Secures DJI as Official Technology Partner

Posted on July 14, 2026 by Courtney

New Zealand Rugby League (NZRL) has announced a partnership with global technology leader DJI, appointing the company as its official technology partner for the 2026 season.

This agreement integrates DJI’s extensive portfolio of creative camera products—including drones, stabilised handheld cameras, and professional filmmaking gear—into the national body’s production ecosystem. The partnership arrives at a critical juncture for the organisation as it prepares for an extensive calendar of international and domestic commitments.

The partnership aims to revolutionise the way the sport is presented to fans, with the technology deployed across a spectrum of activities ranging from grassroots tournaments to the high-stakes environment of the Kiwis, Kiwi Ferns, and Wheel Kiwis World Cup campaigns. NZRL intends to provide audiences with immersive, high-definition perspectives that were previously unattainable.

NZRL general manager of communications and marketing, Amy Thomason, expressed enthusiasm regarding the technical capabilities this collaboration brings to the organisation.

“We are thrilled to partner with DJI and look forward to incorporating their leading and innovative products into our technology suite.”

“DJI’s products will help enhance our content capture across our grassroots tournaments and competitions, through to the Kiwis, Kiwi Ferns, and Wheel Kiwis World Cup campaigns,” Thomason said.

Field sales manager at Dicker Data New Zealand, which distributes DJI Consumer products in the region, Deon Holgate, emphasised the synergy between the two brands.

“DJI is proud to partner with New Zealand Rugby League as the Official Technology Partner for 2026. Innovation is at the heart of everything we do, and rugby league’s speed, precision, and teamwork reflect the values that drive DJI.”

“We’re excited to support the Kiwis, Kiwi Ferns, and Wheel Kiwis throughout their World Cup campaigns by providing industry-leading imaging technology that captures the game from new perspectives.

“Together with NZRL, we look forward to bringing fans closer to the game, taking them behind the moments that matter, and sharing the passion, pride, and journey of New Zealand rugby league with audiences around the world,” Holgate said.

SPORTFIVE Announce Partnership with Australian Open to Expand European Fans

Posted on July 14, 2026July 14, 2026 by Courtney

Hamburg-headquartered sports marketing agency SPORTFIVE has officially announced a partnership with Tennis Australia and the Australian Open, aiming to capitalise on the tournament’s substantial global growth momentum. Following a successful collaboration launched in 2025, this formalised agreement positions SPORTFIVE as the lead agency partner for Italy and Europe.

The partnership is designed to leverage the Australian Open’s status as a premium global platform to attract brand-led, innovation-driven commercial investments, specifically tailored for the European market.

The urgency and value of this partnership are underscored by the tournament’s record-breaking performance in 2026, which saw 1.37 million fans attend Melbourne Park. The event achieved a cumulative global cross-platform reach of 2.2 billion, with a significant 29 per cent of annual viewership originating from Europe.

This data highlights the tournament’s critical international relevance and provides a compelling value proposition for international brands seeking high-impact visibility.

A primary focus of the agency’s role will be translating brand objectives into localised storytelling. The effectiveness of this approach was recently demonstrated through the successful integration of Italian brand De Cecco as the Official Pasta Partner for the 2026 tournament.

This activation utilised virtual signage and content featuring tennis star Jannik Sinner to drive targeted engagement across Europe and the Americas.

Managing Director Italy at SPORTFIVE, Rosolino Amenta, emphasised the tactical importance of this operational model.

“The De Cecco partnership highlights how a premium global platform like the Australian Open can be leveraged to activate brands in local markets, delivering strong relevance and measurable impact while operating at international scale,” Amenta stated.

The collaboration will prioritise the development of regionally relevant partnerships that merge intellectual property-driven activations with content, broadcast, and digital solutions.

NFL to Host Inaugural Legends and Leaders Lunch in Melbourne Ahead of Historic Regular Season Match

Posted on July 14, 2026 by Courtney

The National Football League (NFL) has confirmed it will host an official Legends and Leaders Lunch at Melbourne’s Crown Palladium on Wednesday, 9 September 2026.

This event, presented by TAB, serves as a centrepiece for the week leading up to Australia’s first-ever regular season NFL game between the Los Angeles Rams and the San Francisco 49ers at the Melbourne Cricket Ground.

The luncheon is themed around ‘Game Changers’ and aims to provide an exclusive platform for industry leaders to discuss the league’s rapid global expansion. It will feature key figures, including NFL Commissioner Roger Goodell and Los Angeles Rams President Kevin Demoff. With tickets available for $3,750 for a table of ten people, the event offers a premium engagement opportunity for partners, media, and the Australian sporting sector, reflecting the NFL’s commitment to deepening its commercial footprint in the Asia-Pacific region.

Emphasising the event’s role in uniting key stakeholders, NFL general manager for Australia and New Zealand, Charlotte Offord, said: “We’re looking forward to bringing everyone together in Melbourne to celebrate what we know is going to be an incredible first-ever regular season NFL game for Australia.”

“Our Leaders and Legends Lunch is a wonderful opportunity for us to kick off the upcoming 2026 NFL season, and welcome our partners, friends of the league, and fans to Melbourne, with great conversation and insights from many of the people who are shaping our game globally,” Offord said.

Highlighting the significance of the partnership and the unique access offered to attendees, Los Angeles Rams head of international, Stephanie Cheng, added: “As we prepare for a historic week in Melbourne, we are thrilled to partner with the NFL on this special event showcasing so many parts of the game we all love.”

“Through a fireside chat with Kevin Demoff, guests will gain unique insights into not only how an NFL team operates, but one that is part of one of the most successful global sports organisations in Kroenke Sports & Entertainment.

“Also, in an effort to infuse a little Los Angeles into the week, guests will leave with a special gift from the Rams,” Cheng said.

Following the establishment of a national Flag Football program in 2023 and the NFL APAC Academy in 2024, the league’s presence continues to grow among its 8.8 million local fans.

Adidas Announces Leadership Succession Plan for Central European Markets

Posted on July 13, 2026 by Courtney

Adidas has announced the appointment of veteran executive Claus-Peter Mayer as the new general manager for central europe.

Effective September 1, Mayer will assume responsibility for the region, which encompasses several key territories, most notably the brand’s home market of Germany, alongside Austria, Switzerland, Poland, the Czech Republic, Hungary, and Slovakia.

With a career spanning more than 30 years at Adidas, he brings a deep institutional knowledge that is expected to provide stability and continuity for the Central European business unit. Having most recently managed the company’s Southern European operations from a base in Paris, Mayer has navigated diverse and complex retail landscapes, a skillset that will be critical as he transitions to oversee operations in the heart of the company’s domestic market.

The leadership change follows the departure of Marina Moguš, who has served as the general manager for central europe since 2021. Moguš is stepping down from her role after 19 years with the company to pursue a new professional opportunity outside the sporting goods industry. Her departure marks the end of a long-standing tenure during which she played a pivotal role in shaping the brand’s regional strategy and strengthening its market position.

In addition with this appointment, Adidas has confirmed that Olivier Gianina will succeed Mayer in leading the Southern European region. Gianina, who has been an integral part of the company since 2003, transitions to this role following his recent success in managing the brand’s business operations in Brazil.

This rotational approach highlights the organisation’s ongoing commitment to internal talent mobility, ensuring that its regional leadership teams are comprised of experienced executives who possess a comprehensive understanding of both local markets and global commercial standards.

Europe remains the company’s largest geographic region, reporting sales of EURO2.09 billion (AUD3.4 billion) in the first quarter of the year.

South Africa Rugby Announce Partnership Oakley

Posted on July 13, 2026 by Courtney

South Africa (SA) Rugby has secured a partnership with global performance eyewear and lifestyle giant Oakley.

This alliance designates Oakley as the official eyewear partner for the Springboks and every national representative team under the South African Rugby Union’s banner, a significant integration of elite performance technology and high-profile sporting culture.

The partnership aligns the precision-based requirements of international rugby with Oakley’s brand identity, which prioritises innovation and endurance.

For SA Rugby, the deal provides a partner that mirrors the organisation’s commitment to pushing physical and mental boundaries at the elite level.

Commnenting on the partnership, SA Rugby CEO, Rian Oberholzer, said: “As a globally respected performance brand with deep roots in sport, Oakley shares our commitment to excellence, innovation and pushing boundaries at the highest level.”

“Rugby is a game that demands clarity, precision and resilience, and this partnership brings together two brands united by a passion for high performance and inspiring athletes and supporters alike. We look forward to a successful relationship,” Oberholzer said.

Emphasising the natural fit between the two entities, sports marketing manager at Oakley, Seth Hulley, added: “I am extremely excited and proud to announce this partnership between Oakley and the Springboks, which feels like a natural alignment of performance, heritage and global ambition.”

“This brings together a brand synonymous with innovation and athlete precision with a team that embodies resilience and national pride, creating a platform that goes far beyond sponsorship to truly inspire fans and athletes alike,” Hulley said.

Explaining the cultural strategy behind the deal, head of performance sports marketing at Oakley, Luca Magni, said: “The Springboks are more than a team.”

“They are a symbol of identity, unity and cultural pride that transcends the game of rugby.

“At Oakley, we’re drawn to athletes and teams who shape sport beyond performance, influencing how it’s seen, felt and lived.

“This partnership is about celebrating that impact and building something that connects sport, culture and community in a meaningful way,” Magni said.

Beyond the practical application of eyewear technology during training and travel, the partnership capitalises on the cultural significance of the Springboks. Oakley, which has successfully bridged the gap between technical sporting equipment and lifestyle fashion, intends to leverage the team’s global visibility.

LA28 Organising Committee Relocates International Broadcast Center to Warner Bros. Ranch

Posted on July 13, 2026 by Courtney

The Los Angeles 2028 organising committee has confirmed that the International Broadcast Center (IBC) will relocate from the previously planned site at Hollywood Park Studios to the newly redeveloped Warner Bros. Ranch in Burbank.

This decision marks a departure from the original proposal to house the primary broadcast hub adjacent to SoFi Stadium in Inglewood. While the SoFi site remains central to the Games, hosting swimming and the opening ceremonies alongside the Los Angeles Memorial Coliseum, the committee determined that the Burbank campus offered superior scale, production capacity and technical infrastructure required for the massive undertaking.

Welcoming the confirmation, Warner Bros. Discovery’s president of studio operations, Simon Robinson, said: “The Ranch was built with creators and producers at the center of every decision.”

“Being confirmed by LA28 affirms the intention behind this world-class campus and hosting the LA28 Olympic and Paralympic Games’ International Broadcast Center is both an honor and a reflection of Warner Bros.’ leadership in serving the creative community as we continue building on more than a century of storytelling expertise,” Robinson said.

The Warner Bros. Ranch, which has undergone extensive redevelopment to become a state-of-the-art soundstage complex, spans 30 acres and features 16 soundstages. This capacity is deemed essential for hosting the Games’ numerous broadcast partners.

The LA28 committee emphasised the operational necessity of the move, noting that the campus offers the scale, technical infrastructure and production facilities required to support one of the world’s largest temporary broadcast operations and will be fully operational for several months before, during and after the LA28 Games.

Despite the relocation of the IBC, Hollywood Park Studios will retain an important role as the main press centre, serving as a hub for broadcast outlets to perform live stand-ups and manage daily operations. This dual-campus strategy is designed to balance the geographic spread of the events across the Los Angeles region, where venues range from the San Fernando Valley to Pasadena.

Warner Bros. Discovery has played a central role in facilitating the transition, with the International Olympic Committee providing formal approval for the revised plan in June. Preparatory work is scheduled to commence as early as next January.

Toyota Material Handling Australia Recommits to Essendon AFLW Partnership for 2026 Season

Posted on July 13, 2026 by Courtney

Essendon Football Club has announcing that Toyota Material Handling Australia (TMHA) will continue its role as a co-major partner of the club’s AFLW program for the upcoming 2026 Season 11.

This one-year extension ensures the Toyota Forklifts brand will remain a prominent feature on the Bombers’ AFLW playing guernsey, maintaining a partnership that has been in place since the program’s inaugural season.

Expressing his satisfaction with the continued collaboration, noting the importance of long-term commercial support in the development of the women’s game, Essendon CEO, Tim Roberts , said: “We’re delighted to extend our partnership with Toyota Material Handling Australia for Season 11 of AFLW.”

“TMHA has been a valued supporter of our AFLW program since its inception, and their ongoing commitment reflects a shared belief and growth in the success of women’s football.

“We’re proud to continue building on what we’ve achieved together and look forward to another exciting season with them alongside us,” Roberts said.

Highlighting the organisation’s enthusiasm for the ongoing association, president and CEO of Toyota Material Handling Australia, Cam Paxton, added: “We couldn’t be more excited and delighted to continue this partnership with the Essendon Football Club.”

“When we first partnered with Essendon’s AFLW program, we were excited to support the club as it embarked on a historic new chapter.

“Today, we’re equally proud to extend that partnership as the program continues to grow in strength, professionalism and impact both on and off the field,” Paxton said.

TMHA, a leader in the nation’s material handling industry with a history spanning over five decades, provides innovative solutions centred on productivity, safety, and operational efficiency.

AFL Sets Sights on India with Landmark Long-Term Growth Strategy

Posted on July 13, 2026 by Courtney

The Australian Football League (AFL) has officially unveiled a long-term strategy to establish Australian Rules Football as a major sport within India, signalling a massive push into the world’s most populous and sport-obsessed nation.

The organisation has set an ambitious target to increase local participation to more than 100,000 registered participants over the coming years, positioning India as the primary focus for the code’s international expansion. This move not only seeks to cultivate a new sporting fanbase but also aims to strengthen the deep-rooted cultural and diplomatic ties between India and Australia.

AFL CEO Andrew Dillon, who recently inspected the progress of the game during a visit to the AFL India National Championships in Ranchi, emphasised that the region represents a significant long-term commercial and cultural opportunity.

“When I visited India earlier this year, I saw firsthand the passion and commitment of the volunteers, players, coaches, umpires who have built Australian Rules Football from the ground up.”

“One of the world’s most passionate sporting nations and as our fastest growing international market, the AFL’s India strategy is focused on growing participation, strengthening grassroots opportunities and creating a clear pathway for more people to play our game in India,” Dillon said.

The unveiling occurred during a visit by Prime Minister Anthony Albanese and Prime Minister Narendra Modi to the Melbourne Cricket Ground, highlighting the diplomatic weight of the partnership.

The AFL’s strategy is designed to create a sustainable, end-to-end pathway for the sport, focusing heavily on grassroots development, youth academies, and coaching infrastructure. The plan includes significant investment in women’s and girls’ participation programs, the establishment of the AFL India Talent Academy to professionalise player development, and the distribution of thousands of Sherrin footballs and essential equipment to schools and clubs across regional hubs.

Since the game was first introduced in the country in 2008, it has experienced organic growth, with thousands of participants across many states. The new strategy shifts this into a more formalised, investment-led phase.

Beyond participation, the league is also doubling down on its engagement with the Australian Indian community. By supporting initiatives like the Cultural Heritage Series, AFL Khel, and Hindi-language broadcasts, the AFL is ensuring that the growth of the game resonates with the rapidly growing Indian diaspora, creating a bridge between local community engagement and international development.

Norwegian Air dares British Airways to World Cup wager

Posted on July 13, 2026 by Courtney

In the lead-up to the highly anticipated England versus Norway FIFA World Cup quarterfinal, Norwegian Air Shuttle and British Airways have announced a high-stakes social media wager, agreeing to swap their respective corporate logos on their Instagram accounts for a day, contingent on the outcome of the match at Hard Rock Stadium in Miami.

The public challenge, which originated via an Instagram post from Norwegian, quickly escalated into a viral corporate collaboration that has engaged millions of consumers worldwide.

British Airways accepted the challenge with confidence, responding to the initial proposal with the comment, “Don’t make bets you can’t win.” The interaction spurred engagement from other global carriers, including Malaysia Airlines and Austrian Airlines, creating a wider aviation industry narrative around the sporting event.

The momentum culminated in a joint video featuring an official handshake at British Airways headquarters, effectively transforming the banter into a significant brand partnership event.

Explaining that the campaign’s success far exceeded initial internal expectations, spokesperson for Norwegian airway, Eivind Hammer Myhre, said: “But what wager is fun without risk? And we thought, what’s the most visible thing we can bet? Our logo.”

“From there, we created the post, and while we were quite happy with the idea, we would never in a million years have anticipated this kind of reception.

“I think the most important thing is that every single comment and feedback has been positive.

“Throughout this, we were a bit worried about the reception at British Airways, but they have been such great sports.

“This has almost gone from a wager to being a collaboration between two airlines and what seems like the entire internet,” Myhre said.

While betting platforms such as DraftKings, Polymarket, and Kalshi position England as the favourite for the match, the real victor of the quarterfinal buildup may be the airlines’ brand strategy.

By leveraging the star power of Harry Kane and Erling Haaland, both carriers have effectively tapped into a global conversation.

James Avery Returns to GIANTS as Chief Executive Officer

Posted on July 13, 2026 by Courtney

The GIANTS have officially announced the appointment of James Avery as the club’s new CEO, marking a leadership transition for the organisation.

Avery returns to the club after a three-year period serving as the inaugural CEO of Stadiums Tasmania, having previously spent eight years on the GIANTS’ executive team from 2015 to 2023. During his prior tenure, he served as chief operating officer, acting as the primary deputy to the outgoing CEO, David Matthews.

Commenting that the appointment was made for the long-term, GIANTS president, Tim Reed, said: “After an extensive and thorough search, we’re delighted to announce James as the new CEO of the GIANTS.”

“James brings a wealth of industry experience, a deep understanding of Western Sydney and Canberra and a clear vision for the future.

“We’re confident he will build on the strong foundations already in place, maintain the continuity that has underpinned the club’s success to date, all while making his own lasting mark as we continue to grow both on and off the field,” Reed said.

The transition plan allows for a structured handover, with David Matthews remaining in the role until Avery commences his duties at the beginning of November. Matthews expressed full confidence in his successor, highlighting the importance of the club’s established culture.

“It will be great to welcome James back to the club. We have a very strong culture that he both understands and helped shape.

“I have every confidence in his ability to maintain that and lead the next phase of growth,” Matthews said.

For Avery, the move represents a return to a familiar professional environment.

“It’s a privilege to take on this role at such an exciting time for a club I have a deep connection with. In many respects it feels like returning home.”

“I’ve seen firsthand the strength of what’s already been built by David Matthews and everyone associated with the club since inception and I’m looking forward to leading the next chapter of the club’s growth as we enter an important new phase,” Avery said.

Avery’s appointment follows an extensive recruitment process, with the board prioritising a candidate who possesses both institutional knowledge and a comprehensive understanding of the broader sports business landscape.

His professional background includes senior executive roles with the Australian Football League, the England and Wales Cricket Board, and Melbourne Storm. This experience has equipped him with a deep understanding of organisational governance, government relations, corporate affairs, and strategic infrastructure planning, all of which are essential for the GIANTS’ continued commercial development.

PGA Tour Weighs Media Rights Strategy Amidst 2026 Signature Series Success

Posted on July 13, 2026 by Courtney

The PGA Tour is maintaining a flexible stance regarding the timing of its next media rights negotiation, with current contracts extending through the 2030 season.

While industry suggests the tour might approach the market early to capitalise on forthcoming competition changes scheduled for 2028, leadership remains cautious. PGA Tour CEO Brian Rolapp confirmed that a definitive timeline has not been set, stating, “We may go early, we may not.”

The tour’s primary objective, according to chief commercial officer, Dhruv Prasad, is to refine the product offering before engaging in renewed distribution talks. The Future Competitions Committee has spent the past year developing these strategic changes, consulting with key media partners including CBS, NBC, USA Sports, and ESPN throughout the process.

Noting that the tour incorporated specific feedback from these stakeholders, Prasad, said: “We didn’t take every recommendation, we didn’t implement every recommendation, but we certainly kept those in mind.”

Looking ahead, the tour is examining the NFL’s highly diversified distribution model as a potential blueprint.

Prasad, who previously worked within the NFL, highlighted that future media deals may lean heavily into a mix of traditional linear networks and new digital entrants. Prasad also anticipated that the platform expansion will likely involve both existing partners and new non-linear players.

The tour’s eight-event Signature series recorded a 10% year-over-year increase in viewership. Highlights included the Travelers Championship, which drew 4.007 million viewers, standing out as the only non-World Cup event in the top 25 sporting broadcasts for that week. Meanwhile, full-field tournaments saw a significant 27% increase in broadcast viewership compared to 2025, while Golf Channel’s four-day average grew by 28%.

Despite the cancellation of The Sentry in Hawaii and mixed results from the newly added Cadillac Championship, the tour maintains strong conviction that its upcoming product refinements will enhance the value proposition for media partners.

Whether the tour heads to market near the end of 2028 or opts for a later timeline, the focus remains on building an offering that effectively serves fans and maximises distribution reach well into the 2030s.