Ministry of Sport

Samsung Canada Named Exclusive TV and Mobile Partner of Canada Soccer

Posted on April 17, 2026 by Courtney

Canada Soccer and Canadian Soccer Media & Entertainment (CSME) have announced a new cornerstone partnership with Samsung Canada.

The multi-year agreement establishes Samsung as the Exclusive and Official TV and Mobile Partner of Canada Soccer, aimed at leveraging advanced technology to enhance the viewing experience for fans as the nation prepares to co-host the FIFA World Cup 2026.

Emphasising the role of innovation in fan connection, senior vice president of sales and marketing at Samsung Canada, Pat Bugos, noted: “At Samsung, we’re passionate about using technology to bring fans closer to the moments that matter most.”

“This partnership allows us to deliver immersive viewing experiences that bring the energy and atmosphere of the match into Canadians’ homes, helping fans feel connected to the action, even when they can’t be there in person,” Bugos said.

CSME (formerly Canadian Soccer Business) recently rebranded and restructured its marketing rights to better coordinate the federation’s commercial growth.

Noting that Samsung’s leadership will be vital in deepening fan engagement, Canada Soccer COO and CFO, Erin Crowe, said: “Their leadership in technology and innovation will help deliver more immersive and accessible viewing experiences, bringing supporters closer to the action wherever they are.”

Highlighting the partnership as a benchmark for the sport’s commercial evolution in Canada, chief commercial officer of CSME, Michael Beckerman, added: “By bringing Samsung’s world-class products and visionary spirit to the pitch, we are ensuring that the fastest-growing sport in Canada is supported by a brand that truly understands innovation and performance.”

The partnership integrates Samsung’s ecosystem of AI-powered TVs, smartphones, and tablets into marquee Canada Soccer events and fan environments.

This collaboration launches alongside Samsung’s 2026 product cycle, featuring “Samsung Vision AI” technology designed to deliver immersive match-day atmospheres directly into Canadian homes.

A central component of the launch includes exclusive fan engagement initiatives, such as the “VIP Canada Soccer Experience” contest, offering supporters access to national team matches and official merchandise.

The agreement ensures Samsung technology will be a constant presence across both the Men’s and Women’s National Teams, as well as the TELUS Canadian Championship and Canadian Premier League (CPL) assets.

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Coffs Harbour Retains DoorDash National Youth Championships for 2026

Posted on April 17, 2026 by Courtney

Touch Football Australia, in conjunction with Destination NSW and the City of Coffs Harbour, has today confirmed that the 2026 DoorDash National Youth Championships (DoorDash National Youth Championships ) will return to C.ex Coffs International Stadium.

Scheduled to run from Monday, 28 September to Thursday, 1 October 2026, the event marks the third consecutive year the premier youth tournament has been hosted on the Mid-North Coast.

The tournament remains a significant commercial driver for the region, contributing more than $5 million in economic benefit annually to the New South Wales and Coffs Harbour economies.

As one of the two flagship events on the national touch football calendar, the DoorDash National Youth Championships serves as a critical talent pathway for junior participants, bridging the gap between grassroots competition and elite representative levels.

Expressing the organisation’s appreciation for the ongoing government support, Touch Football Australia CEO, Marcus Ashcroft, said: “The DoorDash National Youth Championships plays such a key role in our sport’s pathways, and we’re grateful for the continued support from Destination NSW and City of Coffs Harbour in what has become a fantastic home for the event.”

“We’re excited to once again showcase the next generation of Touch Football talent on the national stage, and the exceptional facilities and hospitality in Coffs Harbour ensure our participants continue to enjoy a positive experience at the NYC,” Ashcroft said.

The 2025 edition saw a highly competitive showcase of talent, where Queensland Representative School Sport secured the Under-18 Girls title, while NSW Combined Independent Schools claimed a dramatic victory in the Boys division. C

ity of Coffs Harbour Mayor Nikki Williams highlighted the precinct’s unique ability to host mass-participation events. “The C.ex Coffs International Stadium-anchored sports precinct enables this mass-participation gala to be held at the one venue in a laidback family-friendly city where it’s easy to get around and catch the sights,” Williams said.

Touch Football Australia confirmed it is currently working with strategic partners to secure venues and dates for the subsequent three-year cycle from 2027 to 2029.

For the 2026 event, fans nationwide will be able to access the action via a free, exclusive livestream on the BarTV website and app.

Netball NSW Secures IMB Bank as Premier League Naming Rights Partner

Posted on April 17, 2026 by Courtney

Netball NSW has announced a three-year partnership with IMB Bank, which will see the state’s elite domestic competition rebranded as the IMB Bank Premier League.

The agreement, which runs through to the end of 2028, positions the member-owned bank as a primary supporter of the development pathways for netball talent across New South Wales.

The IMB Bank Premier League serves as the pinnacle of domestic competition in the state, held every Wednesday night at Netball Central. It provides a critical sub-elite platform for athletes, coaches, and officials, serving as a direct bridge to professional opportunities with the NSW Swifts and GIANTS Netball via their respective academies.

Stating that the partnership aligns with the bank’s 146-year history of community investment, IMB Bank CEO, Rob Ryan, said: “We are delighted to become the naming rights partner of the IMB Bank Premier League.”

“We strongly believe in the power of sport to foster healthy competition, build the character and resilience of young people, and help people feel a sense of belonging in their communities,” Ryan said.

Noting that the infusion of corporate support is vital for the league’s ongoing professionalisation, Netball NSW general manager of competitions, Stacy Harding, added: “We’re thrilled to welcome IMB Bank as the naming rights partner of the Netball NSW Premier League.”

“This partnership will play an important role in strengthening the Premier League and enhancing opportunities for athletes, coaches and officials across New South Wales,” Harding said.

Strategically, the deal provides IMB Bank with high-frequency brand exposure within a key demographic, while Netball NSW secures the financial stability required to maintain its high-performance environment.

The partnership underscores a shared commitment to community health and the structural integrity of the netball pathway, ensuring that emerging talent has a supported route from local clubs to the national stage.

The 2026 IMB Bank Premier League season officially commenced this month, with the bank’s activation set to feature prominently throughout the competition’s winter schedule.

IMG Appoints Barney Francis as Chief Business Officer in Global Leadership Restructure

Posted on April 17, 2026 by Courtney

Global sports marketing agency IMG has announced an overhaul of its senior leadership team designed to centralise its commercial and client operations.

The restructure comes as the agency seeks to scale its impact across a rapidly evolving media landscape, following a year of significant partnership extensions with major organisations including CONMEBOL, MLS, and the Saudi Pro League.

Effective immediately, Barney Francis has been appointed to the newly created role of chief business officer.

Francis, who previously served as executive vice president of IMG Studios, will now lead all integrated commercial functions. In this capacity, he is tasked with driving global growth and maximising value creation across the agency’s diverse portfolio of leagues, federations, and brands.

Noting that the move is aimed at creating a more cohesive internal structure, IMG president, Adam Kelly, said: “We’ve built strong momentum in recent years, partnering with many of the most iconic rightsholders in sport and media.”

“Our focus now is scaling that impact with further clarity and consistency across the business.

“Bringing our revenue functions together under Barney’s leadership will better connect our capabilities, strengthen execution, and unlock greater value for our partners,” Kelly said.

Guinness will transition from his current role in July and will remain as a consultant until the end of the 2026 calendar year.

The restructure also marks the conclusion of a significant era for the firm, with Chris Guinness, EVP and Global Head of Commercial, Rights, set to depart after more than 30 years.

Praising his long-standing colleague, Kelly, said:“Chris has played a defining role in IMG’s commercial success.

“His leadership and counsel have left a lasting impact on both our culture and the wider industry. “

We are extremely grateful for his contribution over more than three decades.”

In addition to Francis’ appointment, IMG is set to name a chief client & operations officer in the coming weeks. This executive will oversee client services across the agency’s core “capability centres,” which span Rights, Studios, Brand Partnerships, Consulting, Digital & Data, and Event Management.

Chemist Warehouse Extends Landmark AFL Partnership with Focus on Officiating

Posted on April 17, 2026 by Courtney

Chemist Warehouse has announced a multi-year renewal of its long-standing partnership with the Australian Football League (AFL), extending a relationship that has spanned more than a decade.

The deal reinforces the pharmacy retailer’s position as a primary health and wellbeing partner across the football ecosystem, supporting players, staff, and grassroots communities through the new integrated platform, “ALL IN for Footy.”

Commenting on the announcement, Deputy CEO of Chemist Warehouse, Mario Tascone, said: “For more than a decade, our partnership with the AFL has been built on shared values, community impact and a belief in what’s possible when you commit for the long term.”

“This announcement is a celebration of going ALL IN — for the game and for the moments that bring Australians together, on and off the field,” Tascone said.

The partnership also secures Chemist Warehouse as the official Friday Footy sponsor within the AFL Live Official App, ensuring the brand remains a constant fixture in the digital habits of fans.

Welcoming their continued support, AFL executive general manager of customer, Commercial and Technology, Bec Haagsma, added: “The AFL is thrilled to announce the renewal with Chemist Warehouse and continue the long-standing partnership.”

“We thank Chemist Warehouse for their ongoing support, especially the investment in umpires who are integral to our game at all levels – without umpires our game wouldn’t be played,” Haagsma said.

A central pillar of the renewed agreement is a significant investment in the AFL’s officiating department. Under the initiative, Chemist Warehouse will support AFL and AFLW umpires, while also funding development pathways within the VFL, VFLW, and Community Talent League.

The commitment is highlighted by a minimum $1 million investment over the next five years into the AFL Umpires High Performance Pathway, funded specifically through a portion of sales from Gello Beans and Gello Snakes products.

The timing of the announcement aligns with AFL Umpires Community Week (13–17 April 2026), designed to highlight the critical role officials play in the sport’s sustainability. The funding will provide emerging umpires with access to high-performance resources and structured development opportunities previously reserved for elite athletes.

Melbourne Victory Secures Partnership with Local Brand Roasting Warehouse

Posted on April 17, 2026 by Courtney

Melbourne Victory has announced a new partnership with Roasting Warehouse, aligning the club with a local, family-run business that has become a staple of Melbourne’s renowned coffee culture.

The collaboration will see the three-generation coffee roaster become an integral part of the club’s daily operations, providing bespoke blends to fuel players and staff.

Roasting Warehouse has undergone significant expansion since its inception, evolving from a boutique micro-roastery in North Melbourne into a premier roasting facility in Airport West. The brand’s growth now extends beyond Victoria, with interstate locations in Queensland and Western Australia, alongside an international presence in Athens, Greece.

Highlighting the cultural synergy between the two organisations, Melbourne Victory managing director, Caroline Carnegie, said: “We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne.”

“The two go hand in hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State,” Carnegie said.

Expressing pride in supporting a franchise that resonates deeply with the local community, head of brand at Roasting Warehouse, Alexander Paraskevopoulos, added: “We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne.”

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.

“We’re excited to fuel the players and staff with coffee crafted right here, and to be part of the everyday moments that drive performance on and off the pitch,” Paraskevopoulos said.

Melbourne Mavericks Partner with Macca’s and Ronald McDonald House for Round 6 Clash

Posted on April 17, 2026 by Courtney

The Melbourne Mavericks have announced a community partnership with Macca’s and Ronald McDonald House, naming the charity as the official match day partner for their Round 6 Suncorp Super Netball (SSN) fixture against the West Coast Fever.

The collaboration focuses on raising vital funds and awareness for the essential services provided by Ronald McDonald House, which offers accommodation and support for families with seriously ill or injured children.

Highlighting the importance of using the club’s professional platform for social impact, Mavs general manager, Shae Bolton‑Brown, said: “Ronald McDonald House provides an incredible support system for families during the most challenging times of their lives.”

“As a club, we’re passionate about using our platform to help raise awareness and support causes that truly make a difference, and we’re grateful to Macca’s and our fans for getting behind this important round,” Bolton‑Brown said.

CEO of Ronald McDonald House Victoria & Tasmania, Peter Bishop, remarked that the inclusion in the Mavericks’ match day experience is a meaningful opportunity for the organisation.

“Being part of the Melbourne Mavericks game for a second year means a lot to the families that we support.”

“Every donation made ensures families have a safe, supported place to stay while their child receives treatment.

“The more we raise together, the more families we can be there for,” Bishop said.

Scheduled for Sunday, 19 April 2026, at John Cain Arena, the event provides a high-visibility platform for the charity. Ronald McDonald House currently ensures that families can remain together while a child receives medical treatment, providing a critical support system close to major hospitals.

Fans in attendance will be encouraged to contribute via a dedicated text-to-donate service or through volunteers stationed throughout the venue.

The partnership is now in its second year, reinforcing a long-term commercial and community alignment between the Mavericks and their corporate partners.

GIANTS CEO David Matthews to Step Down at Conclusion of 2026 Season

Posted on April 16, 2026 by Courtney

After more than 15 years at the helm, GIANTS CEO, David Matthews, has announced he will step down from his role at the conclusion of the 2026 AFL season.

Matthews, who joined the club in 2011 from his executive position at the AFL, has been a foundational figure in the franchise’s history, overseeing its transformation from an expansion project into a consistent contender within the national landscape.

Matthews’ tenure has been defined by the successful establishment of the club in the highly competitive markets of Western Sydney and Canberra.

Under his leadership, the GIANTS have developed a robust commercial and high-performance framework, including the securing of long-term partnerships with the ACT Government, Toyo Tires, and Harvey Norman.

His oversight was also instrumental in the development of a world-class $35 million training and administration facility at Sydney Olympic Park, providing the club with the infrastructure required to compete at the elite level.

Reflecting on his departure, Matthews acknowledged the collective effort required to build the 18th AFL licence.

“It has been a privilege to lead the GIANTS and I am grateful to the players, staff, members and fans that have built this club.”

“Now that the foundations of the club are well established it is time for the next challenge.

“I am incredibly proud of what we have achieved together and firmly believe there is an exciting future ahead for the club,” Matthews said.

Expressing the board’s appreciation for Matthews’ extensive service to the organisation, GIANTS president, Tim Reed, added: “The club extends its sincere gratitude to David for his leadership, passion, and tireless contribution over more than a decade.”

“His legacy will remain embedded in the fabric of the GIANTS,” Mr Reed said.

AFL CEO, Andrew Dillon, also credited Matthews’ resilience as a key factor in the league’s expansion success.

“David has played a major role in developing and leading AFL strategies since he commenced at head office in 1998.”

“His creativity and resilience have the GIANTS in the position they are in today.

“And personally I look forward to his ongoing contribution to the growth of our game,” Dillon said.

On the field, Matthews managed the critical coaching transitions from Kevin Sheedy to Leon Cameron and eventually Adam Kingsley, a strategy that has seen the men’s team compete in eight of the last ten finals series. He was also a staunch advocate for the inception of the AFLW, ensuring the GIANTS were a foundation club in the women’s competition. These achievements helped drive the club toward a projected membership milestone of 40,000 in 2026.

The GIANTS will initiate a formal process to appoint a successor in the coming months.

Matthews will remain in his position through the end of the year to facilitate a seamless leadership transition, ensuring the club maintains its commercial and competitive momentum as it enters its next chapter.

Moana Pasifika to Disband Following 2026 Super Rugby Pacific Season

Posted on April 16, 2026 by Courtney

The Moana Pasifika Board has confirmed the franchise will be disbanded at the conclusion of the 2026 Super Rugby Pacific season.

Despite five years of competing and establishing a unique cultural identity within the league, the Auckland-based side has determined that continued operation is no longer financially or strategically viable.

Since joining the competition in 2022 alongside the Fijian Drua, Moana Pasifika has relied on government grants and World Rugby funding. While the Pasifika Medical Association Group acquired majority ownership in 2024, the franchise has struggled to secure sustainable long-term investment.

Sharing their statement, a Moana Pasifika spokesperson, said: “This decision comes after extensive consideration of the financial, operational, and strategic realities facing the franchise as well as professional rugby in New Zealand.”

“Despite the tireless dedication of players, staff, and supporters, it is no longer viable to continue the franchise at this level of competition,” they said.

New Zealand Rugby (NZR) expressed disappointment at the news but indicated it remains open to salvaging the team if new investors emerge. NZR stated it is aware of parties exploring sustainable plans and is willing to engage in discussions regarding the club’s future participation. However, without an immediate financial lifeline, the competition is expected to contract to ten teams in 2027.

The disbandment occurs during a season of transition, with head coach and former All Blacks captain Tana Umaga already scheduled to depart to join Dave Rennie’s All Blacks coaching staff. Umaga had previously urged World Rugby to reconsider its funding model, highlighting the global contribution of Pacific Island players to the sport.

Moana Pasifika chair Dr Kiki Maoate emphasised that the club’s priority is now ensuring a smooth transition for staff and players while celebrating the legacy of the talent pathways they helped establish.

Associate professor of Indigenous and Sport research at Unitec, Dr Dion Enari, described the team as a “lifeline” and a vital marker of cultural identity.

MLB Players, Inc. and Caesars Entertainment Strike Landmark Licensing Deal

Posted on April 16, 2026 by Courtney

MLB Players, Inc. and Caesars Entertainment, Inc. have officially announced a multiyear partnership, establishing Caesars Sportsbook and William Hill as officially licensed sportsbook partners of the professional baseball body.

The agreement provides Caesars with comprehensive access to the name, image, and likeness (NIL) rights of active Major League and Minor League players for use across its North American digital and retail betting platforms.

The integration has commenced with the 2026 season, marking a significant shift in how player assets are utilised within the gaming industry.

Highlighting the value of individual athletes in driving fan engagement, president of MLB Players, Inc., said: “Players are the most powerful connection point in sports.”

“By partnering with Caesars, that connection becomes even more visible and dynamic, giving fans a richer and more engaging experience across its platforms,” Kaplan said.

Echoing this sentiment, president of Caesars Digital, Eric Hession, added: “Sports fans regularly show us how much they care about the athletes they follow.”

“Their presence and star power are what fans respond to most.

“Bringing licensed player imagery into our platforms helps us deliver a more engaging experience for fans,” Hession said.

The deal was facilitated by OneTeam, the group licensing partner of the MLB Players Association.

Suggesting the deal sets a new industry standard, president of OneTeam Partners, Frank Arthofer, noted: “Caesars recognises the power of player imagery to inspire fan connection.”

“This partnership reflects the growing influence of player IP in modern fan engagement and sets a new benchmark for collaboration between leagues, athletes, and the gaming industry,” Arthofer said.

Fans can now see official player imagery within the Caesars Sportsbook and William Hill Nevada mobile apps, as well as on self-service betting kiosks at physical retail locations. These assets are being deployed across mobile market templates, promotional boost banners, and player-specific betting markets.

This partnership allows MLB Players, Inc. to further monetise the intellectual property of its members while providing Caesars with a premium aesthetic advantage in a highly competitive sports betting market.

PlayBook Coach and Rebel Sport Partner to Strengthen Grassroots Community Sport

Posted on April 16, 2026 by Courtney

PlayBook Coach, rebel Sport, and ASICS is set to deliver up to 250 hours of professional coaching to young netballers across South East Queensland.

The initiative arrives at a critical juncture for Australian grassroots sport, where rising costs and dwindling club resources have left approximately 1.5 million children unable to participate in organised athletics. By providing direct access to quality mentorship, the partnership aims to reverse these trends and strengthen the long-term participation rates of junior athletes.

Emphasising that quality coaching is the primary driver of athlete retention, PlayBook co-founder, Keiren Murphy, said: “Quality coaching changes everything for a young person in sport, it builds the skills and confidence that keep kids coming back year after year.”

“PlayBook was created to make that kind of coaching accessible to every family, not just those who know where to look.

“When a young athlete has access to a coach who genuinely cares, it can shape their confidence, their relationship with sport and their desire to stay involved long term,” Murphy said.

Rebel GM of eCommerce and Marketing, Rosemary Martin, added: “Sport plays a vital role in communities right across Australia, and we believe every young athlete deserves encouragement, guidance and the chance to stay in the game,”

“Working with PlayBook and ASICS allows us to support communities in a way that has genuine impact, for today’s players and also for the future of Australian sport.

“It’s also another way in which rebel continues to deliver exceptional value to our loyal customers,” Martin said.

PlayBook Coach, Australia’s premier platform for connecting families with verified sports mentors, currently operates across 3,500 locations nationwide. The platform serves as a vital bridge for regional communities where structured programs are often scarce.

Until 31 May 2026, customers who purchase ASICS Netburner footwear at participating South East Queensland stores or online will receive a PlayBook coaching voucher.

Australian Sporting Consumption Shifts Toward Fragmented, Multi-Platform Engagement

Posted on April 16, 2026 by Courtney

Recent data from Zenith’s Imagine Panel and industry insights from WPP and Nine Group reveal a fundamental transformation in how Australians engage with sport.

While the nation’s appetite for athletic competition remains robust, with nearly four in five Australians following at least one cod, the traditional “appointment viewing” model is being replaced by a more efficient, highlight-driven style of fandom.

Head of Strategy at Zenith Sydney, Zoe Cocker, said: “sport is increasingly being treated like news or culture, something fans “stay across” rather than sit with from start to finish.”

“This shift is redistributing commercial value away from singular broadcast events toward a sprawling ecosystem of short-form clips, social media commentary, and second-screen interactions,” Cocker said.

Strategic Implications for Broadcasters and Brands

Managing director of Go-To-Market at Foxtel Group, Cate Hefele, describes their “one kitchen, many restaurants” approach, where sports rights are leveraged across Foxtel, Kayo, and Binge to capture different audience segments and advertising tiers.

National commercial director of Sport at Nine, Andrew Cann, argues that these new platforms are expanding the total market rather than diluting it.

“The way we cut up content now provides opportunities for all brands,” Cann noted.

The Rise of the “Efficient Fan”

The defining feature of the current landscape is the expansion of fandom across a wider set of sports without a corresponding increase in time dedicated to any single one.

Diversification: Growth is coming from beyond traditional pillars like the AFL and NRL, with international competitions such as Formula 1, the NBA, and LIV Golf gaining significant traction.
The Highlight Economy: Fans are increasingly assembling their own experiences through snippets and analysis. Short-form video is now a primary entry point, often serving as a funnel that drives audiences back to live coverage on platforms like 9Now or Kayo.
Home-Centric Viewing: Lifestyle and economic pressures have seen a decline in sport consumption at pubs and bars, with high-quality home streaming and personal devices becoming the preferred “stadium” for the modern fan.

The Evolution of Sports Marketing

Industry leaders at WPP and Fabulate suggest that the future of sports sponsorship lies in “crafty” integration rather than standard 30-second spots.

Chief investment officer at WPP Media ANZ, Melissa Hey, highlighted that media buying must now account for generational differences, where a brand might buy halftime spots for older viewers while simultaneously running social companion shows to reach a younger demographic.

Branded Content: Initiatives like Kayo’s Rivals program, which pits athletes from different codes against one another, show how brands like Rexona are integrating into content at the outset.
Creator Culture: Brands are increasingly leveraging sports influencers and creators to tap into the “shoulder programming” and cultural conversation that surrounds the live event.

CommBank Secured as Inaugural Founding Partner of Brisbane 2032 Games

Posted on April 16, 2026 by Courtney

Commonwealth Bank (CommBank) has been confirmed as the Founding Partner and Official Bank of the Brisbane 2032 Olympic and Paralympic Games.

The deal establishes CommBank as the first domestic partner for the event, signaling a long-term commitment to supporting the economic and community infrastructure required for a successful home Games in six years’ time.

The partnership encompasses extensive rights, with CommBank serving as the Founding, Premium, and Banking Partner for the Organising Committee, the Australian Olympic Committee, and Paralympics Australia.

This investment is projected to help unlock significant financial benefits, with independent analysis estimating the Games will deliver up to $17.6 billion in national economic benefit and support more than 120,000 full-time equivalent jobs across the construction, tourism, and hospitality sectors.

Emphasising the bank’s role in driving local momentum ahead of the event, CommBank CEO, Matt Comyn, said: “This is an important moment for Australia.”

“Events like our home Olympic and Paralympic Games create real momentum for communities and meaningful opportunities for local businesses and the broader economy.”

“As Australia’s largest bank, we’re proud to play our part to help realise that potential.

“Becoming Founding Partner reflects our ongoing commitment to supporting all Australians and helping ensure the benefits of the Games are felt in the lead up to 2032 and beyond,” Comyn said.

Brisbane 2032 Organising Committee president, Andrew Liveris, welcomed the bank as a cornerstone of the Games’ commercial program.

“CommBank’s commitment to partner with us long-term shows their clear intent to support our athletes, businesses and nation realise collective full potential on the world stage.”

“Over the coming years, CommBank and Brisbane 2032 will create opportunity, drive growth and showcase the very best of who we are and what we can achieve together, setting Brisbane, Queensland and Australia up for generations of success beyond 2032,” Liveris said.

The announcement featured insights from Australian sporting icons, including Olympic legend, Ian Thorpe AM, who noted that preparation for a home Games is built over years. Thorpe stated that having long-term backing in place is what allows athletes to perform when it matters most.

Olympic gold medallist Jess Fox OAM and Paralympian Rae Anderson also highlighted the importance of the partnership in fostering inclusion and providing a platform for the next generation of athletes to believe they belong on the world stage.

Nine Group Secures Landmark Five-Year Netball Australia Broadcast Deal

Posted on April 16, 2026 by Courtney

Nine Group has announced a five-year partnership with Netball Australia, securing the exclusive broadcast and streaming rights for Suncorp Super Netball, all Australian Diamonds matches, and the Netball World Cup Sydney 2027.

Commencing on 1 January 2027, the agreement represents the largest free-to-air footprint in the history of the sport, positioning Nine as the primary destination for netball fans across the country.

Emphasising that netball is an essential component of the Australian sporting identity, Nine Group managing director of Streaming and Broadcast, Amanda Laing, said: “We’re building a portfolio around the sports Australians care most deeply about, and netball belongs in that company.”

“It is woven through schools, suburbs and regional towns across the country, with passionate fans and strong community roots.

“For viewers, this means more access, broader reach and premium coverage across 9Network, 9Now and Stan Sport, from Suncorp Super Netball through to every Diamonds match and a home World Cup in 2027.

“We believe women’s sport is one of the strongest growth stories in media, and this partnership is another important step in our commitment to back it with real platforms, real visibility and real ambition,” Laing said.

The agreement arrives at a pivotal moment for the sport, as global and domestic investment in women’s athletics continues to surge.

Noting the alignment between the two organisations, Netball Australia chair, Liz Ellis AO, added: There is tremendous synergy between our vision to showcase an Australia that is Made in Netball and Nine’s corporate vision that Australia Belongs Here.”

“Nine has leveraged the opportunity to make a real and meaningful investment into netball when the competition for women’s sport is intensifying.

“We are so excited about the future ahead and what this partnership can deliver for the entire ecosystem,” she said.

Echoing their sentiment, Netball Australia CEO Stacey West, noted: “Nine was the foundation broadcaster of the Suncorp Super Netball League ten years ago and it’s wonderful for us to partner once again to showcase the best netballers in the world, playing in the world’s best netball league.”

“We have heard consistently from our fans that they want to see more netball content,” West said.

The deal encompasses a multi-platform distribution strategy, with matches set to be broadcast live on 9Now and Stan Sport.

Crucially, a significant slate of premium content will remain free-to-air on the 9Network, including select Super Netball matches each round, the entire Finals Series, all Diamonds internationals, and key fixtures from the 2027 World Cup, such as the semi-finals and the final.

UFC and CRYPTO.COM Team Up for Historic White House Event

Posted on April 16, 2026 by Courtney

The UFC and Crypto.com announced a co-presenting partnership for UFC Freedom 250, a landmark sporting event scheduled to take place on the grounds of the White House on Sunday, 14 June.

The event serves a dual purpose, commemorating the 250th birthday of the United States while simultaneously marking the 10th anniversary of Crypto.com.

Describing the card as a monumental occasion for the sport, UFC president and CEO, Dana White, said: “This is the most historic sporting event in history, and it’s a night where every single fight has the potential to be Fight of the Night.”

“Crypto.com is giving fighters the biggest bonus in UFC history, with $1 million on the line. The world will be watching on June 14,” White said.

Expressed that the event transcends traditional sports sponsorship, co-founder and CEO of Crypto.com, Kris Marszalek, added: “I can think of no better way to celebrate the 10th anniversary of Crypto.com than by making history at the White House.”

“We are humbled to join our long-standing partners at the UFC and serve as co-presenting partner of Freedom 250 – an event that transcends sport.

‘As a pillar of our partnership, we’re proud to support the world’s best Mixed Martial Artists with an opportunity to win the largest prize in UFC history,” Marszalek said.

As part of thecollaboration, Crypto.com will establish a USD1 million bonus pool to be awarded to selected fighters on the card. This bonus will be paid out in CRO, the native cryptocurrency of the Cronos ecosystem. These rewards will be issued in addition to the standard Performance and Fight of the Night bonuses traditionally awarded by the promotion.

The fight card features a high-stakes lightweight title unification bout between champion Ilia Topuria and interim champion Justin Gaethje. In the co-main event, Alex Pereira will attempt to secure a UFC title in an unprecedented third weight class when he faces former interim heavyweight champion Ciryl Gane.