Ministry of Sport

Essendon Bombers Announce AutoGrab as Official Training Partner

Posted on February 6, 2026 by Courtney

The Essendon Football Club has announced a multi-year partnership with AutoGrab, designating the Melbourne-founded automotive intelligence platform as the club’s Official Training and Warm-Up Ball Partner.

The deal will see AutoGrab’s branding featured on all training and pre-game footballs, alongside significant match-day signage and digital integration across the Bombers’ ecosystem.

As AutoGrab grows aggressively, they seek to transition from a B2B industry tool into a household name for consumer vehicle valuations.

By aligning with one of the AFL’s most “passionate and loyal” supporter bases, AutoGrab aims to leverage the club’s massive reach to drive adoption of its valuation platform.

For Essendon, the deal bolsters a commercial stable that includes co-major partners Kia and Liberty, creating a cluster of automotive and finance-focused brands ahead of the 2026 Toyota AFL Premiership Season.

Commenting on the partnership, AutoGrab CEO, Daniel Werzberger, said: “AutoGrab is a business that has grown quickly and is in a heavy growth phase, and the synergies with the Bombers made this an attractive partnership.”

“We feel like we are both on the rise and we look forward to sharing that journey together over the long term,” Werzberger said.

Partnership Deliverables and Commercial Integration

The agreement integrates AutoGrab into the club’s high-performance and business networks:

Training & Warm-Up Asset: AutoGrab branding will be synonymous with the “ball-in-hand” moments of pre-season and match-day preparation, providing high-frequency visibility during broadcast warm-ups.
EFC Business Network: AutoGrab joins as a Premium Business Member, granting the tech firm direct access to the club’s extensive corporate database and networking events.
Member Intelligence: The partnership will offer Essendon’s 80,000+ members access to AutoGrab’s premium automotive intelligence tools to assist in car buying and selling decisions.

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!.

Super Bowl LX Ad Spend Hits Record Highs as AI and Health-Tech Disrupt Traditional Playbook

Posted on February 6, 2026 by Courtney

The commercial scenery of Super Bowl LX has revealed a big shift in sports marketing, with advertising slots for the 60th anniversary event in Santa Clara reaching a record-breaking valuation of approximately USD7 million (AUD10 million) per 30-second window.

As the NFL descends upon Levi’s Stadium, the heart of Silicon Valley, the focus has pivoted from traditional fast-moving consumer goods to a high-stakes showcase of artificial intelligence (AI) and the emerging healthcare-tech sector.

A Geographic and Cultural Intersection at the Super Bowl LX

For the first time, AI “demystification” has become a central theme, with organisations such as Google and Microsoft utilizing the world’s largest single-day broadcast to humanise generative technology for a mass audience.

Furthermore, the 2026 broadcast marks the formal entry of the “weight-loss drug” category into the Super Bowl ecosystem. High-growth organisations like Hims & Hers have secured premium inventory to promote GLP-1 medications, signalling a transition in how pharmaceutical brands engage with the sporting public.

Celebrity saturation remains a cornerstone of the 2026 strategy, with recognisable icons such as Arnold Schwarzenegger and Christopher Walken leading campaigns that lean heavily into nostalgia and self-referential humour.

This “safe-bet” creative strategy aims to balance the high-risk nature of the newer tech and medical entries, providing a reliable emotional anchor for the estimated 130 million global viewers.

Here are some of the list of confirmed ads and teasers playing in the Super Bowl so far:

Tech & AI (The “AI Bowl”)

Google Gemini: Returning with “New Home,” an emotional spot showing a mother and son using Gemini to design their new house.
Anthropic: In a bold move, they are running ads directly mocking OpenAI/ChatGPT’s move into digital advertising, featuring the tagline: “Ads are coming to AI. But not to Claude.”
Amazon Alexa+: Starring Chris Hemsworth, this 60-second spot highlights the new generative AI features of “Alexa+.”
Meta: Promoting the Oakley Meta Performance AI Glasses with a high-energy spot featuring Spike Lee and iShowSpeed.
Ring (Amazon): Debut ad “Be A Hero In Your Neighborhood,” narrated by founder Jamie Siminoff, focusing on an AI-powered lost pet search.

Food & Beverage

Pepsi Zero Sugar: Directed by Taika Waititi, featuring a classic polar bear (a nod to rival Coke) choosing Pepsi in a blind taste test.
Budweiser: Celebrating its 150th anniversary with the return of the Clydesdales and a friendship with an American bald eagle.
Bud Light: A comedic spot featuring Peyton Manning, Post Malone, and Shane Gillis.
Pringles: Starring pop star Sabrina Carpenter in her first-ever Super Bowl appearance.
Lay’s: A sentimental “Last Harvest” ad directed by Taika Waititi about a multi-generational potato farming family.
Doritos: A “Crash the Super Bowl” return titled “Abduction.”
Hellmann’s: Starring Elle Fanning and Andy Samberg, continuing their trend of “weird” condiment pairings.

Consumer Brands & Finance

Squarespace: A cinematic, black-and-white “spooky” teaser starring Emma Stone and directed by Yorgos Lanthimos.
e.l.f. Cosmetics: A “telenovela” themed ad titled “Melísa” starring Melissa McCarthy.
Fanatics Sportsbook: Starring Kendall Jenner, leaning into the “Kardashian Curse” meme.
DoorDash: “Beef 101” featuring 50 Cent and family members of NFL players.
TurboTax: “The Expert” featuring Adrien Brody bringing high drama to tax filing.
Bosch: Featuring celebrity chef Guy Fieri rebranding himself as “Justaguy” before using Bosch tools.

Auto & Entertainment

Volkswagen: Reimagining the “Drivers Wanted” campaign for its 2026 Cherokee Hybrid.
Scream 7 (Paramount): A 60-second trailer featuring the return of Neve Campbell and Sidney Prescott.
Michael (Lionsgate): A first look at the Michael Jackson biopic.
Xfinity: A nostalgia-heavy spot reimagining Jurassic Park with the original cast (Sam Neill, Laura Dern, Jeff Goldblum).

NFL to Make History as 49ers and Rams Clash at the MCG in 2026

Posted on February 6, 2026 by Courtney

The National Football League (NFL) has announced the matchup for its historic first-ever regular-season game in Australia, confirming the San Francisco 49ers will face the Los Angeles Rams at the Melbourne Cricket Ground (MCG).

Announced on 5 February 2026 in partnership with Visit Victoria, the blockbuster NFC West rivalry game marks an escalation in the league’s global expansion, which will feature a record nine international games across four continents this year.

The reason behind this specific matchup leverages the existing commercial footprint of both franchises in the Asia-Pacific region. The Los Angeles Rams have held international marketing rights in Australia since 2021 via the Global Markets Program, while the 49ers boast one of the largest and most “passionate” fanbases in the country.

With the MCG capable of hosting over 100,000 spectators, the NFL aims to set a new international attendance record, surpassing the previous high of 78,000 set in Mexico City.

Commenting on the announcement, NFL Australia & New Zealand general manager, Charlotte Offord, said: “As we continue our preparations for the NFL’s first-ever regular season game at the MCG… we are delighted that the San Francisco 49ers will take on the Los Angeles Rams.”

“The 49ers are a popular franchise within the Australian market, and this rivalry game solidifies what we know is going to be an incredible experience,” Offord said.

NFL Matchup Details & Global Context

The game is part of a broader “NFL World Tour” in 2026 that includes debuts and returns to several global capitals:

The Rams will serve as the “home” team, while the 49ers enter as the “visitor,” maintaining their fierce divisional rivalry on neutral ground.
The MCG (Australia) joins an elite list of 2026 international hosts, including the Santiago Bernabéu (Madrid), Stade de France (Paris), and Maracanã Stadium (Rio de Janeiro).
While the official date remains TBA (pending the mid-May 2026 schedule release), the game is expected to take place in September or October, likely on a Monday morning in Melbourne to capture the Sunday afternoon prime-time window in the U.S.

Flag Football and the “Olympic Effect”

The NFL’s commitment to Australia is deeply tied to the inclusion of Flag Football in the LA28 Olympic Games:

There are currently almost 100,000 participants in NFL Flag programs across 500 Australian schools. The NFL Academy APAC, launched in 2024, is actively scouting Australian athletes for the college and professional pipeline, following in the footsteps of local punting pioneers. Premier Jacinta Allan, noted the game is a “huge win” for Victoria’s tourism economy, aligning with marketing campaigns designed to expose American audiences to the state’s sporting capital.

Ticketing and Hospitality

Fans are encouraged to register their interest at nfl.com/Melbourne to receive updates on the official sale date:

The NFL’s official hospitality partner has launched a Priority Access deposit program, allowing fans to secure first choice of ticket and travel packages. Rams Season Ticket Members will have access to an exclusive presale window, to be announced later this year.

International Host City	Stadium	Primary Team/Matchup
Melbourne, Australia	MCG	49ers vs. Rams
Madrid, Spain	Santiago Bernabéu	TBA
Paris, France	Stade de France	New Orleans Saints vs. TBA
Rio de Janeiro, Brazil	Maracanã Stadium	TBA

NBA and Gillette Announce Partnership in Australia

Posted on February 6, 2026 by Courtney

The National Basketball Association (NBA) has announced a partnership with Gillette in Australia, launching a range of NBA-branded grooming packs designed to capitalise on the sport’s surging popularity in the region.

The reason behind the partnership is the rapid commercialisation of the Australian market, which currently stands as the third most-represented country in the NBA outside the United States.

With 13 Australian players on opening-night rosters for the 2025–26 season, the league is moving beyond broadcast-only engagement toward physical retail presence. The partnership includes a high-value consumer promotion offering fans the chance to win a trip to the 2026 NBA Playoffs in the US, maximising the “fear of missing out” factor to drive volume for Gillette’s premium grooming lines.

Commenting on the partnership, NBA Asia head of strategy, Rajah Chaudhry, said: “We’re thrilled to partner with Gillette to bring the excitement of the NBA closer to fans in Australia.”

“This collaboration reflects our shared commitment to excellence and will offer unique experiences that connect the passion of basketball with the everyday lives of our fans,” Chaudhry said.

NBA and Gillete Integration and Fan Engagement

Branded Product Lines: Exclusive NBA-branded Gillette grooming packs will be rolled out across major Australian retailers including Woolworths, Coles, and Chemist Warehouse.
The “Golden Ticket” Promotion: Purchases of the limited-edition packs grant entry into a draw for a premium NBA Playoffs experience, including flights, accommodation, and courtside seats.
Cultural Synergy: The deal targets the “everyday athlete,” aligning Gillette’s reputation for precision and excellence with the elite performance standards of the NBA.

The NBA’s Australian Footprint

The partnership arrives on the heels of the New Orleans Pelicans’ successful two-game pre-season tour in Melbourne against NBL opposition, which drew combined crowds of over 30,000.

The high representation of Australians in the NBA, led by stars like Josh Giddey and Dyson Daniels, has created a “golden era” for local sponsorship opportunities.

This deal mirrors similar localised partnerships the NBA has secured in the Philippines and Brazil, aiming to turn casual viewers into year-round consumers of NBA-branded goods.

The “Han Xu Effect”: Transforming the Perth Lynx and the WNBL

Posted on February 6, 2026 by Courtney

Since her debut in late November 2025, Chinese superstar Han Xu has staged a commercial and competitive takeover of the WNBL.

The 211cm centre, a former WNBA standout and two-time WCBA MVP, has not only reshaped the Perth Lynx into a championship favourite but has also unlocked unexpected growth for Australian women’s basketball.

The reason behind the Han Xu signing extends far beyond her league-leading 2.0 blocks per game. For the Perth Lynx, the recruitment was a masterstroke in audience diversification, specifically targeting the Asian-Australian community. This has resulted in a 60% surge in membership sales and a club-record crowd of 5,030 fans in January.

In addition, the “Han Xu Effect” is credited with driving a 53% year-on-year increase in WNBL attendance, proving that world-class international talent is the primary lever for the league’s commercial scaling.

Commenting on Xu’s commercial surge, Xu’s teammate and australian olympian, Amy Atwell, said: “She’s been a complete game-changer for us.”

“As a shooter, she just creates so much space as she draws in so much attention. It’s been an absolute joy to work with her on and off the court,” Atwell said.

Commercial Dominance and “Jersey Fever”

Apparel Sales: Han Xu’s jerseys alone account for 33% of all Perth Lynx jersey sales this season, a figure typically reserved for long-standing club legends.
Membership Boom: The Lynx recorded a 60% increase in memberships, largely attributed to a new, diverse fanbase that has previously been untapped by the WNBL.
Cultural Connection: Ally Wilson noted that the diversity of the crowd has shifted significantly, providing a vital “you can’t be what you can’t see” moment for young Asian-Australian athletes.

On-Court Impact: From Competitive to Contender

Before Han Xu’s arrival, the Lynx were a middle-of-the-pack team with a -3.6 scoring margin.

Since her debut, The Lynx have seen a 25.8 points-per-game swing, moving to a dominant +22.2 average margin when she is on the floor. While her block numbers are high, her “deterrence factor” is higher; opponents shoot significantly lower percentages in the paint, often opting to retreat rather than challenge her 211cm frame. Xu is averaging 15.9 points on high efficiency, using her “pick and pop” range to open lanes for guards like Wilson and Atwell.

Genius Sports to Acquire Legend in $1.2 Billion

Posted on February 6, 2026 by Courtney

Genius Sports Limited has revealed an agreement to acquire Legend, a global digital sports and gaming media network, in a transaction valued at up to USD1.2 billion (AUD1.7 billion).

The deal includes USD900 million (AUD1.3 billion) payable at closing, comprising USD800 million (AUD1.1 billion) in cash and USD100 million (AUD144 million) in stock, with an additional performance-based earnout of up to USD300 million (AUD433 million) over the next two years.

The reason behind the acquisition is the creation of a fully integrated sports data and media ecosystem.

By combining Genius Sports’ official data rights (including the NFL and English Premier League) with Legend’s massive audience reach, which saw 320 million visits from 118 million unique visitors in 2025, the organisation aims to “supercharge” fan monetisation.

The acquisiton allows Genius to detect when fans are researching odds or scores across Legend’s network (which includes brands like Covers and Casino.org) and immediately connect them with relevant sportsbooks and advertisers via its FANHub activation platform.

Commenting on the acquisition, CEO of Genius Sports, Mark Locke, said: “This deal accelerates our strategic and financial objectives, supercharges fan monetization, and builds a fully integrated sports and gaming media network.”

“The acquisition of Legend will drive higher margins and stronger free cash flow, positioning Genius Sports to immediately transform the market,” Locke said.

Financial Outlook

The transaction is expected to be immediately accretive to margins and cash flow, with the following 2026 projections:

Combined Revenue: Expected to reach approximately USD1.1 billion (AUD1.5 billion) on an annualised pro forma basis.
EBITDA Growth: Post-acquisition Group Adjusted EBITDA is targeted at USD320–USD330 million, representing a significant jump from standalone estimates.
2028 Targets: Genius has set a high-performance benchmark for 2028, targeting USD1.6 billion (AUD2.3 billion) in revenue and an Adjusted EBITDA margin of approximately 35%.
Financing: The upfront USD900 million (AUD1.3 billion) will be funded via an USD850 million (AUD1.2 billion) Term Loan B issuance, with the company aiming to deleverage by more than half by 2028.

Preliminary FY2025 Results

Alongside the acquisition, Genius Sports released its preliminary, unaudited results for the fiscal year ended 31 December 2025:

Group Revenue: USD669 million (AUD967 million), reflecting a 31% year-on-year increase.
Adjusted EBITDA: USD136 million (AUD196 million), a 59% increase compared to 2024.
Cash Position: The company ended the year with USD281 million (406 million) in cash and cash equivalents.

Delaware North Secures Hospitality Agreement with Victoria Racing Club

Posted on February 6, 2026February 6, 2026 by Courtney

Delaware North, a global leader in hospitality and entertainment, has announced a multi-year partnership as the new hospitality services provider for the Victoria Racing Club (VRC) at the iconic Flemington Racecourse.

The agreement will officially commence in April 2026, following a highly competitive tender process that marks the end of a four-year tenure by Crown Melbourne.

Delaware North’s proven track record in “commercialising non-race day events” and their global expertise at venues like Wembley Stadium and TD Garden were cited as key differentiators.

For Delaware North, this win solidifies its “Melbourne triple-crown,” adding Flemington to a premium stadium portfolio that already includes the MCG and Marvel Stadium.

Commenting on the partnership, managing director of Delaware North in Australia and New Zealand, Gary Brown, said: “Flemington is synonymous with excellence and tradition, and we are honoured to bring our global expertise and local knowledge to enhance the hospitality experience at this iconic venue.”

Objectives and Precinct Vision with Delaware North

The partnership is designed to transform the Flemington guest experience through several key pillars:

Year-Round Commercialisation: A primary focus is to drive revenue outside of the traditional Spring Racing Carnival by leveraging the venue for major corporate conferences, business events, and community gatherings.
Member Engagement: Delaware North will introduce locally inspired, “true taste of Melbourne” culinary offerings to the VRC’s 34,000+ members, the largest racing membership base in Australia.
Precinct-Wide Elevation: The agreement covers all race days, corporate areas, and non-event functions, supporting Rogers’ goal to “isolate and activate” different parts of the Club Stand for increased profitability.

Transition and Upcoming Major Events

Delaware North will take over operations in April 2026, allowing for a full integration phase before the 2026 Spring Racing Carnival.

In addition, Flemington has been confirmed to host the 2026 Cox Plate in October while The Valley undergoes a major 21-month redevelopment, providing Delaware North with an additional high-capacity event in its first year.

The VRC officially thanked Crown for their service over the past four years, noting that the move to Delaware North aligns with the club’s next chapter of “entrepreneurial thinking” and operational skill sets.

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!.

Tasmania Devils Secure Blundstone as Landmark Foundation Principal Partner

Posted on February 6, 2026 by Courtney

The Tasmania Devils have revealed a seven-year partnership with iconic Tasmanian brand Blundstone. The agreement designates Blundstone as a Foundation Principal Partner, with the bootmaker’s logo set to feature prominently on the front chest and top-back of the club’s inaugural guernseys.

Blundstone, founded in Hobart in 1870, has a long-standing connection to the state’s football heritage, having crafted the boots worn by legend Darrel Baldock in the 1960s.

For the Devils, securing a “Foundation” partner of this scale provides critical commercial stability as they transition from their debut VFL and VFLW seasons in 2026 toward full national competition in 2028. The deal ensures Blundstone is embedded in the club’s identity from day one, rather than joining as a late-stage corporate sponsor.

Commenting on the partnership, Tasmania Devils CEO, Brendon Gale, said: “To have Blundstone commit as our first Foundation Partner speaks to their belief in the opportunity and their desire to be part of something truly generational,”

“We’ve seen strong interest from national and global brands… but to have Blundstone commit first speaks to their belief in this journey,” Gale said.

Tasmania Devils and Blundstones Partnership Integration

The seven-year deal (2026–2032) extends far beyond apparel branding, focusing on grassroots and leadership development:

Guernsey Placement: Blundstone will be the first brand ever worn on a Devils match-day jumper, appearing on the VFL/VFLW kits in 2026 and the AFL/AFLW kits in 2028.
Education & Community: The brand will be a primary supporter of the Tasmania Academy of Leadership and Sport and the “Lap of the Map” initiative, which takes the Devils’ community programs to regional schools and clubs across the state.
Product Collaboration: Following the success of the limited-edition 2025 “Devils Boots” (featuring myrtle green soles and “devil fur” elastic), further co-branded merchandise is expected to be a key revenue driver for the club’s 210,000+ foundation members.

Strategic Timeline to AFL Entry

The Devils will field full-time teams in the Smithy’s VFL and rebel VFLW this year, providing the first “live” commercial exposure for Blundstone.

The club’s $105 million High Performance Centre in Kingston recently received unanimous DA approval, providing a permanent home for the partnerships and community arms of the business.

Under the AFL’s recently confirmed concessions, the Devils will enter the 2027 National Draft with picks 1, 3, 5, 7, 9, 11, and 13, supported by a $5 million sign-on bonus pool to attract established stars.

Super League Announce Partnership with Boost Drinks

Posted on February 5, 2026 by Courtney

Rugby League Commercial (RLC) has annnounced a multi-year partnership with Boost Drinks, designating the AG Barr-owned brand as the Exclusive Official Sports and Energy Drink of the Betfred Super League.

The deal arrives just as the league prepares for its landmark 30th anniversary season, which kicks off with a transformed 14-team competition.

For AG Barr, which recently strengthened its premium portfolio with the EURO51 million dual acquisition of Fentimans and Frobishers, the deal provides a high-visibility platform to showcase the Boost range, which includes isotonic sports drinks, hydration solutions, and iced coffees.

The partnership specifically targets the sport’s “no-nonsense” fanbase and elite athletes, moving beyond traditional sponsorship into integrated digital awards like the new “Boost Try of the Month.”

Commenting on the partnership, commercial director at Rugby League Commercial, Bobby Bahadori, said: “Helping to deliver the sort of performance and energy that is so key to our elite athletes, it is a perfect fit.”

“In rugby league, our high-octane stars hit different, just like Boost,” Bahadori said.

Season Opener: A New Era in York

York Knights Debut: The newly promoted York Knights will host the reigning treble-winning champions Hull KR at the LNER Community Stadium on Thursday, 12 February.
Prime Time Slots: The 2026 season introduces a dedicated 6:00 PM Friday night slot for French fixtures, alongside a major global push that includes Hull KR and Leeds Rhinos heading to Las Vegas in Round Three.
Anniversary Perks: Boost will lead celebrations for the 30th Birthday round in late March, where foundation fixtures from 1996 will be re-enacted, including Castleford v Bradford and Leeds v Warrington.

Commercial and Community Integration

Boost branding will be prominent via pitchside LEDs, matchday giveaways, and on-pack promotions throughout the UK.

Brand director at AG Barr, Lisa McKenna, emphasised the “straight up fuel” philosophy, stating the brand’s role is to fuel the connection between teams and their community-based fans.

The “Try of the Month” recognition will be integrated into the Super League’s digital ecosystem, allowing fans to vote on high-energy plays through the official app.

Australian 3×3 Basketball Teams Confirmed for Expanded Glasgow 2026 Field

Posted on February 5, 2026 by Courtney

Australia’s elite 3×3 Basketball programs have officially secured their places for the Glasgow 2026 Commonwealth Games, following a formal announcement by organisers on 5 February 2026.

The tournament, set to take place at the SEC Centre from 24–29 July, will feature an expanded field of 12 teams per gender—up from eight in 2022—highlighting the rapid commercial and competitive growth of the urban discipline across the Commonwealth.

The reason behind the expanded format lies in the Commonwealth Games Federation’s (CGF) commitment to youth-focussed, high-intensity sports that require minimal permanent infrastructure.

For Basketball Australia, Glasgow 2026 represents a high-performance window to upgrade their Birmingham 2022 hardware, where the men secured silver and the women took bronze. The inclusion of debutant nations from the Pacific and Caribbean further underscores the CGF’s goal of diversifying the medal tally and increasing global broadcast reach.

Commenting on the announcement, Australian star, Ally Wilson, said: “That experience [in Birmingham] showed us what this format can mean on the Games stage — the crowds, the pace and the intensity were incredible.”

“Heading into Glasgow 2026, we’re determined to build on that success and show just how far Australian 3×3 has come,” Wilson said.

Tournament Expansion and Venue Dynamics

The move to the SEC Centre provides a “festival-style” hub designed to maximise fan engagement and commercial activation:

12 nations will compete in both the men’s and women’s draws, providing a 50% increase in match inventory for host broadcasters.

Australia joins a heavy-hitting field including New Zealand, Kenya, and hosts Scotland, alongside a new wave of emerging talent from Africa and the Caribbean.

Details for 3×3 Wheelchair Basketball are expected to be released later this year, continuing the Games’ tradition of a fully integrated para-sport program.

High-Performance Trajectory

For the Australian “Gangurrus,” the 2026 Games serve as a vital stepping stone toward the 2028 Los Angeles Olympics.

After narrow losses in the Birmingham finals, both Australian squads are prioritising Glasgow as a primary “gold or bust” target for the 2026 high-performance cycle.

The 3×3 format has seen a 40% increase in domestic participation since 2022, with the NBL’s 3×3 Cup serving as a key talents identifier for the national team.

SailGP Announce Broadcasting Renewal with Fotxtel Group and SBS

Posted on February 5, 2026 by Courtney

SailGP has announced a renewal of its Australian broadcast partnerships with Foxtel Group and SBS, extending the league’s reach across both subscription and free-to-air platforms for the 2026 season.

The agreement follows a record-breaking 2025 campaign that saw global viewership soar to 215 million, with the KPMG Australia Sail Grand Prix in Sydney alone attracting a record 21.2 million dedicated viewers.

For the first time, the 13-round global calendar features two domestic events: the season-opening Oracle Perth Sail Grand Prix (17–18 January) and the return to Sydney Harbour (28 February – 1 March).

By maintaining the “Foxtel/Kayo for depth, SBS for reach” model, SailGP aims to capitalise on the “Hollywood-led” commercial momentum of the BONDS Flying Roos, following the high-profile acquisition of the team by co-owners Hugh Jackman and Ryan Reynolds.

Commenting on the broadcasting renewal, SailGP global head, Broadcast & Media Rights, David Gillett, said: “Ensuring continued and comprehensive access for our Australian viewers for Season 6 was of paramount importance to us.”

“This year promises to be a huge one… with two races for the first time and, of course, some well-publicised new owners of the BONDS Flying Roos,”Gillet said.

SailGP Foxtel Group and SBS Commitments

Foxtel Group (Kayo SPORTS): Will continue its six-year tenure as the primary broadcast home, delivering every race of the 13-round season Live and On Demand in 4K.
SBS & SBS On Demand: Will expand its free-to-air commitment, providing Live coverage of both the Perth and Sydney events, alongside a dedicated highlights program for all international rounds.

The 2025 season averaged 18 million viewers per event, a 12x increase since Season 1, providing a robust commercial foundation for the 2026 extension.

Commercial and Team Evolution

The 2026 season marks a “cultural reset” for the Australian team, now rebranded as the BONDS Flying Roos under their new title partnership with BONDS.

The inclusion of Jackman and Reynolds as co-owners alongside skipper Tom Slingsby has significantly lowered the average age of the SailGP viewer, with the team’s digital engagement up 90% year-on-year.

The competition expands to 13 national teams this season with the debut of the Artemis SailGP Team (Sweden), increasing the commercial value of the broadcast rights.

Broadcasts will feature the second generation of T-Foils, designed to keep the 50-foot catamarans foiling in lighter winds, ensuring more consistent live racing for TV windows.

Games On! Delivers $30 Million Boost for Queensland Grassroots Sport

Posted on February 5, 2026 by Courtney

The Crisafulli Government has revealed a $30 million investment into community sport, launching Round 2 of the Games On! Grassroots Infrastructure Program.

The initiative is a core pillar of Queensland’s Olympic and Paralympic Games legacy strategy, designed to modernise local facilities well ahead of the Brisbane 2032 games.

By upgrading regional and urban facilities now, the organisation aims to lower barriers to participation and ensure that the benefits of hosting the Olympics filter down to every local club.

The funding is brached out to address both immediate field-level needs and long-term precinct planning, following a successful Round 1 that has already delivered 119 projects across the state.

Commenting on the Grassroots investment budget, Minister for Sport and Racing and Minister for the Olympic and Paralympic Games, Tim Mander, said: “We’re backing Queensland grassroots sports with the upgrades they need to train our next generation of athletes.”

“From Cairns to Currumbin, every corner of Queensland will benefit from our Games On! program as part of the Games legacy to benefit all of Queensland,” Mander said.

Funding Streams and Strategic Priorities

The $30 million boost is distributed across two distinct funds, targeting different scales of infrastructure:

The Field of Play Fund ($20 Million): Dedicated to smaller, community-level projects. This includes vital upgrades to fields, courts, club amenities, lighting, and shade structures to enhance daily participation.
The Partnership Fund ($10 Million): Focused on larger, collaborative developments. This stream supports multi-use precincts and clubhouses that improve functionality for regional events and future high-performance training.

Shortlisted applicants will have access to the newly launched Sport HQ “Places and Spaces” resources, providing professional guidance on project scoping and delivery.

Games On! 2026 Economic and Community Impact

The program arrives as part of a broader “2032 Delivery Plan,” ensuring that the $1.87 billion venue master plan is balanced with grassroots investment.

Registrations of Interest (ROI) close on 18 March 2026, with the government prioritising projects that can demonstrate immediate community benefit and inclusive design.

Member for Nanango Deb Frecklington highlighted that the program is specifically designed to support regional volunteers and athletes, ensuring that the 2032 legacy is not just “Brisbane-centric.”

Internal Department of Sport data suggests that facility quality remains the #1 factor in athlete retention for Queenslanders aged 12-18, a key demographic for the 2032 talent identification program.

LA Kings and Ontario Reign Announce Partnership with Vet Tix

Posted on February 5, 2026 by Courtney

The LA Kings (NHL) and Ontario Reign (AHL) have announced a multi-year partnership with the Veteran Tickets Foundation (Vet Tix), marking the first time a professional hockey franchise has signed an official agreement with the leading veteran service organisation.

Brokered by AEG Global Partnerships on 4 February 2026, the alliance is designed to expand access to professional hockey for the military community across Southern California.

By providing thousands of complimentary tickets annually, the organisation aims to reduce transition-related stress and strengthen family bonds through shared live entertainment experiences.

For AEG, the partnership aligns with a broader commitment to community impact ahead of a high-stakes 2026-27 season, which will also see the Kings host the Vegas Golden Knights in Ontario for the fourth edition of the Empire Classic.

Commenting on the partnership, LA Kings president, Luc Robitaille, said: “We’re incredibly proud to partner with Vet Tix as we continue to seek new ways to give back to those who have given so much to us.”

“This partnership will significantly enhance our ability to welcome them to our arena where they’ll be able to create the lasting memories they deserve,” Robitaille said.

Partnership Deliverables and Fan Access

Verified Vet Tix members (including veterans and first responders via 1st Tix) will have access to “thousands” of seats at Crypto.com Arena and Toyota Arena throughout the regular season.

In addition, the deal includes a provision for special playoff ticket access should the LA Kings qualify for the NHL postseason, a rare inclusion in such community partnerships.

The teams will produce collaborative digital storytelling content and air commercial spots during home games to drive new memberships for the foundation, which currently serves 2.5 million verified members.

Strategic Regional Impact

Ontario Reign president and LA Kings CRO, Darren Abbott, noted the partnership allows the club to demonstrate its commitment to first responders in a “meaningful and consistent way.”

While Vet Tix has worked with various teams on an ad-hoc basis since 2008, this is the first formal, multi-team franchise partnership in the hockey category.

Vet Tix reported that 99% of its revenue is spent on its programs, ensuring that the vast majority of resources from this partnership directly benefit the service members and their families.

Dan Does Footy Disrupts AFL Media with New “DDTV Cribs” Series

Posted on February 5, 2026 by Courtney

Dan Does Footy (DDF), Australia’s top-ranked sports creator channel, has announced its latest content vertical, “DDTV Cribs,” designed to dismantle the traditional barriers between AFL clubs and their fans.

Spearheaded by former player turned digital media entrepreneur Daniel Gorringe, the series adapts the iconic “MTV Cribs” format to provide an unfiltered, high-performance look at the inner sanctums of professional football.

DDF reasson behind the series is a response to the “gatekept” nature of traditional sports media, where club environments are often sanitised by corporate communication teams.

By maximising his background as an AFL athlete, Gorringe offers an authentic, creator-led alternative that prioritises personality and environment over polished PR. For the clubs, the partnership provides a direct line to Gen Z and Millennial audiences, demographics that are increasingly moving away from linear broadcast toward second-screen and “behind-the-scenes” (BTS) digital content.

Commenting on his new series, former AFL athete, Gorringe, said: “For too long, old man media and club suits have gatekept what actually goes on inside clubs.”

“DDTV Cribs is about pulling back the curtain and showing the change rooms, recovery spaces, and the characters that make clubs what they are, all in a way that feels authentic and fan-first,” Gorringe said.

Further expressing his enthusias, Gorringe, added: “DDF wants to always give fans access they’ve never had, telling stories differently, and making footy content that feels fresh.”

“more clubs and more chaos throughout the 2026 season,” he expressed.

DDTV Cribs Format

The series represents a tactical shift in sports storytelling, focusing on the “human” side of high-performance facilities:

Prepared by Josh Moffitt and Ash Barber, the format takes fans through recovery labs, player hangout spots, and change rooms, often featuring awkward encounters and “chaotic” interactions with coaches and stars.

Early episodes have featured high-profile access to clubs like Port Adelaide, where cameras explored HQs in a way rarely seen on traditional news bulletins.

The series benefits from DDF’s massive social footprint, which includes over three million followers across Instagram and TikTok, providing clubs with higher engagement metrics than internal social channels.

Commercial and Cultural Impact

The launch of DDTV Cribs follows DDF’s record-breaking 2025 AFL Draft stream, which attracted over 600,000 views, proving the commercial viability of independent digital media in the AFL ecosystem.

The series is part of a broader “modernisation” of footy content, alongside initiatives like the Ultimate Footy Watchalong, which the AFL officially sanctioned for the 2025 Finals.

By bypassing traditional media rights-holders, DDF allows fans to feel like “insiders,” an art form that has become a critical driver of brand loyalty for younger supporters.

Nine Swaps Microphones for Billboards in $850 Million Strategic Reset

Posted on February 4, 2026February 5, 2026 by Courtney

Nine Entertainment Co. has announced a shift in its media ecosystem, announcing the $850 million acquisition of digital out-of-home (OOH) leader QMS Media from Quadrant Private Equity.

To fund the pivot, the group has simultaneously divested its heritage talk radio portfolio, including Sydney’s 2GB and Melbourne’s 3AW, selling the assets to the Laundy Family Office for $56 million.

The reason behind the reshuffle, part of the “Nine2028” transformation strategy led by CEO Matt Stanton, is a decisive move away from legacy broadcast economics toward high-growth digital platforms.

By exiting the structurally challenged radio sector and doubling down on OOH, Nine expects digital assets to contribute more than 60% of group revenue by FY27.

For advertisers, the acquisition creates a “sofa to street” proposition, allowing Nine to bundle its premium video and publishing data with QMS’s 95% digital outdoor network.

Commenting on the shift, Nine CEO, Matt Stanton, said: “Today’s announcements mark a critical milestone in our Nine2028 transformation”

“These transactions will create a more efficient, higher-growth, and digitally powered Nine Group… combining our premium assets in streaming and publishing with QMS’s leading outdoor assets,” Stanton said.

Chief media partnerships officer at Omnicom Media Group, Marelle Salib , noted that the play allows agencies to “architect a brand story” that follows a consumer from their morning commute (QMS) to their evening news (9Now).

Transaction Economics & Portfolio Optimisation

The twin deals represent a net investment of approximately $601 million after accounting for tax benefits and divestment proceeds.

Nine is paying an effective multiple of 6.5x CY26 EBITDA ($105m). The deal includes the lucrative City of Sydney and Auckland Transport contracts.

The $56 million sale to billionaire hotelier Arthur Laundy includes 2GB, 3AW, 4BC, 6PR, and 2UE. Despite the exit, Nine will maintain a “digital audio” presence via podcasts and 9Now.

Nine has also converted its regional NBN Television station into an affiliate operated by WIN Network, receiving $15 million in cash.