Ministry of Sport

PNG Chiefs Announce Premier Partnership with Coca-Cola Europacific Partners Ahead of 2028 NRL Debut

Posted on September 29, 2026 by Courtney

The Papua New Guinea Chiefs have secured Coca-Cola Europacific Partners Papua New Guinea as a premier partner under a multi-year agreement.

The partnership places the globally recognisable Coca-Cola branding prominently on the playing sleeves of the men’s team jersey, while granting exclusive category rights within the non-alcoholic ready-to-drink beverage market across match days, media assets, hospitality suites, and community platforms.

This alliance builds upon Coca-Cola’s extensive involvement in regional rugby league pathways, spanning community grassroots competitions, the Ipatas Cup, and the Queensland Cup participation of the PNG Hunters, reinforcing the organisation’s long-term commitment to domestic sports development.

Highligting the weight of the collaboration as the expansion franchise constructs its operational framework, PNG Chiefs CEO, Lorna McPherson, said: “As a club, we’re incredibly pleased to welcome Coca-Cola Europacific Partners on board in a partnership which reflects the ambitions of both organisations and the scale of the opportunity that exists for us in Papua New Guinea.”

“Coca-Cola is one of the most recognisable brands in the world and to have CCEP partner with the club is a powerful endorsement of what we are building.

“The PNG Chiefs will be a club that proudly represents all of Papua New Guinea and the alignment with CCEP – and their extraordinary ability to reach communities right across the country – creates an incredible opportunity for us in how we engage our entire community and bring supporters closer to their team,” McPherson said.

The inclusion of CCEP expands the club’s corporate partner portfolio, providing vital commercial stability and nationwide distribution capacity.

Underscoring the broader cultural and social impact of the sponsorship agreement, country director at Coca-Cola Europacific Partners Papua New Guinea, Tim Solly, added: “From our association with the Ipatas Cup, through to our support of the PNG Hunters and now our partnership with the PNG Chiefs, we have witnessed the power of rugby league to unite communities, inspire future generations and create lasting pride for Papua New Guineans.”

“As one of the country’s most recognised and trusted brands, we are proud to partner with the PNG Chiefs as they build toward their historic entry into the NRL competition.

“The PNG Chiefs represent an exciting new chapter for the sport and for the country, and we are honoured to be part of that journey from the beginning,” Solly said.

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Cross-Sector Collaboration Key to Unlocking Women’s Sport Potential, Says TLA’s Kathryn De Iulio

Posted on September 28, 2026 by Courtney

Leading talent manager and TLA Worldwide GM of Talent Marketing Kathryn De Iulio has issued a call to action for the Australian sports industry to dismantle operational silos and drive commercial growth across female athletics.

Speaking ahead of her appearance at the Women in Sport Summit 2026, De Iulio emphasised that expanding the commercial footprint of female athletes requires sports administrators, brands, and management networks to unite under a cohesive ecosystem strategy.

Breaking Down Industry Silos

Drawing on over 20 years of experience managing elite athletes, De Iulio noted that while women’s sport has experienced accelerated growth over the past five years, stakeholders continue to operate in isolation rather than leveraging cross-sport opportunities.

“I think that we’ve all been running quite solo.”

“Like I work in this sport, I sit w here in the within the organisation, and I think we’re often sort of looking at what’s already been done before, but I still think that there’s an opportunity lacking.

“Like, what is this sport doing that we can piggyback off another sport and actually like bring multiple sports together and just continue to like look at women in sport as an entire industry,” De Iulio said.

De Iulio also highlighted that moving past traditional frameworks requires sports leaders to engage in open dialogue regarding operational hurdles and shared goals.

“I think there’d be a conversation that needs to be had. I think we need to break the barriers down.”

“Because I think as particular women, we don’t tend we’re very good at sharing, but sort of behind closed doors, I don’t think we kind of publicly share a lot of the frustrations and challenges that we have,” De Iulio explained.

Re-Imagining Athletes as Content Creators

Addressing commercial alignment between commercial partners and female athletes, De Iulio identified a critical disconnect in how brand budgets are currently allocated and executed.

“I think the biggest problem at the moment is that the athletes still consider themselves athletes and brands want content creators.”

“So I think first of all, I’d love to hear how brands think that they can utilise athletes and where they’re spending, why athletes keep you know, not keep it particularly like female athletes, if I look at those, if that space, like how I guess why they’re missing out on opportunities,” De Iulio stated.

To bridge this gap, De Iulio urged sports administrators to involve athletes directly in strategic decision-making processes to build scalable commercial models rather than merely replicating male sporting structures.

“I would listen to the athletes”

“I think one of the biggest things I’ve seen working with athletes for 20 plus years is that it’s always quite administrationally governed…

“I think they need to start to see them as spokespeople and advocates and people that have, you know, played the game in a way and and have access to the game in a way that the administrators don’t,” De Iulio concluded.

The Women in Sport Summit runs from 19–22 October 2026 at Adelaide Oval, with the Leadership Summit taking place on Wednesday 21 October. Secure a ticket here now!!!

David Boon Appointed Interim Cricket Australia Chair as Mike Baird Concludes Ten-Year Term

Posted on September 28, 2026September 29, 2026 by Courtney

Cricket Australia has announced a leadership transition with former Test batting stalwart David Boon set to assume the role of interim chair at next month’s annual general meeting on October 28.

The governance shift follows the decision of outgoing chair Mike Baird to step down after six years of service on the board, including nearly four years leading the national sporting body. Baird’s departure coincides with his recent appointment as NRMA Group CEO and follows significant strategic rulings regarding the commercialisation and self-determination privatisation model of the Big Bash Leagues, which includes inviting bids for a 100 per cent stake in the Melbourne Renegades license ahead of the 2027-28 domestic seasons.

Reflecting on his tenure, outgoing chair, Mike Baird, expressed strong confidence in the organisation’s trajectory.

“I believe Australian cricket continues to be well led by the CA Board.”

“Their mix of significant experience and passion for the game gives me great confidence for the future.

“This year CA will report record revenue, profit, attendance and viewership, and most importantly a 40 per cent increase in participation over the past four years.

“I have been incredibly proud to play a role in the oversight of cricket on the CNSW Board and, over the last six years, the CA Board, including almost four as chair.

“I am delighted that David Boon has agreed to undertake the interim chair role while we complete the formal chair process, and I will undertake a transition process with David over coming weeks,” he said.

Accepting the interim appointment, Boon emphasised his commitment to continuity and global market expansion for the organisation.

“It is an enormous honour to take the role of interim CA chair during what is a hugely exciting and also challenging time for cricket.”

“I look forward to leading the CA Board as we continue to make decisions that ensure the long-term health and prosperity of the game here and advancing Australia’s interests globally.

I would like to express my sincere thanks to Mike for his commitment and leadership as a passionate advocate for Australian cricket from grassroots clubs right through to the Cricket Australia and ICC boardrooms and all in between,” Boon said.

Having navigated initial policy discussions with Cricket New South Wales regarding structural reform, Baird consulted closely with state stakeholders before stepping down to ensure ongoing governance stability and institutional unity.

Boon brings extensive executive credentials to the post, having completed a nine-year tenure on the Cricket Tasmania board, including three years as chair, alongside a distinguished international playing career and fourteen years serving as an official international match referee.

A formal recruitment process to appoint a permanent chair will be conducted over the coming months. Meanwhile, Cricket New South Wales will nominate a replacement director to fill the vacancy on the Cricket Australia board.

Men’s Rugby World Cup 2027 Unveils Training Venues and Launches Priority Ticketing

Posted on September 28, 2026 by Courtney

Organisers of the Men’s Rugby World Cup 2027 have officially unveiled twenty-nine elite Outdoor Training Venues nationwide, ensuring optimal preparation infrastructure across seven host cities for the twenty-four participating national teams.

High-performance infrastructure such as Ballymore’s National Rugby Training Centre in Brisbane anchors a comprehensive list of premier rugby clubs, elite academies, universities, and specialised sports facilities selected to host the world’s best athletes during the tournament cycle.

With Brisbane locked in to host ten major tournament matches, facilities including the National Rugby Training Centre Ballymore, Brisbane Grammar School, St Joseph’s Nudgee College, Easts Rugby Union Club, Sunnybank Rugby Union Club, and Padua College will provide bespoke training environments.

Similar high-performance frameworks have been secured across Townsville, Adelaide, Melbourne, Newcastle, Perth, and Sydney, extending the tournament’s commercial footprint deep into regional and metropolitan communities. The integration of localised training hubs ensures participating squads receive sole access to dedicated facilities during each match week, while facilitating public engagement through open training sessions during the pool phase.

Highlighting the importance of facility preparation and infrastructure investment, Men’s Rugby World Cup 2027 managing director, Chris Stanley, emphasised the long-term legacy value of the venue network.

“Every great performance begins with exceptional preparation, and the selection of these Outdoor Training Venues highlights the depth and quality of the high-performance facilities Australia has to offer.”

“These venues will play a critical role in delivering an outstanding tournament experience for all 24 participating teams, providing the high-performance environments and support infrastructure needed to prepare for one of the world’s premier sporting events.

“We are proud to see venues like these helping bring Men’s Rugby World Cup 2027 to life in communities across Australia, opening further opportunities for Australians to connect with the tournament and see the world’s best teams up close, while showcasing Australia’s ability to host major international events.

“Their contribution will help create an unforgettable experience for players, teams and fans, and leave a lasting legacy long after the final whistle,” Stanley said.

The venue confirmation and immediate ticketing rollout establish a strong operational foundation for tournament stakeholders, reinforcing Australia’s capacity to deliver major international sporting events efficiently.

The infrastructure announcement comes along with the commercial launch of ticketing operations, with a forty-eight-hour Visa Priority Ticket Sale opening to prospective buyers ahead of general public sales commencing one year prior to the tournament’s opening fixture.

Construction Commences on $40 Million Western Grandstand at North Ipswich Reserve

Posted on September 28, 2026 by Courtney

Construction has officially commenced on the $40 million Western Grandstand at North Ipswich Reserve, marking the stage of Ipswich City Council’s master plan to transform the venue into a national-standard sport and entertainment precinct.

Delivered by commercial contractor Buildcorp and designed by Blight Rayner, the two-storey facility is scheduled for completion in late 2027 to prepare for the 2028 rugby league season. The major infrastructure initiative is jointly financed through a tripartite funding model incorporating a $20 million commitment from the Australian Government, $10 million from the Queensland Government, and a matching $10 million investment from the Ipswich City Council.

Commenting on the timing and economic significance of the project, Ipswich Mayor, Hon. Teresa Harding, said: “Construction of the North Ipswich Reserve Western Grandstand is a major step in Ipswich’s journey to the Brisbane 2032 Olympic and Paralympic Games as we deliver another venue for elite sporting performance,” “The new grandstand is the first stage towards realising our full vision for the North Ipswich Sport and Entertainment Precinct of a national-standard 12,000-capacity rectangular stadium,” Hon. Harding said.

Underscoring the regional economic drivers supported by the federal funding, Federal Member for Blair, Shayne Neumann, shared: “Ipswich is Queensland’s fastest growing region and a rugby league and sporting powerhouse, so we deserve to have world-class sporting facilities, and this redevelopment will deliver that.”

“With momentum building behind a western corridor-based Jets NRL franchise from 2029, it’s fantastic that the grandstand will be completed in 2027 and be ready for a potential new team to enter the national competition,” Neumann said.

Reflecting on the continuity and community significance for the local sporting organisation, Ipswich Jets Group CEO, Richard Hughes, said: “We’ve watched generations of Jets run onto North Ipswich Reserve, so to now see the next chapter of this ground becoming a reality is incredibly special.”

“There is so much history here for our club and for Ipswich, and this project gives us the chance to honour that while creating something the next generation of players, supporters and families can be proud of,” Hughes stated.

The redevelopment provides a vital upgrade to the home of the Ipswich Jets, delivering undercover seating for 2,199 spectators under a long cantilevered roof alongside four modern changerooms, coaches’ boxes, media infrastructure, and flexible function facilities capable of hosting up to 250 guests.

Beyond spectator capacity, the scope incorporates a public plaza configured for food truck events, expanded car parking, upgraded amenities, and flood-resilient architectural designs tailored for the riverside location. The project directly supports regional commercial strategies, aligning with Queensland’s infrastructure preparations for the Brisbane 2032 Olympic and Paralympic Games and bolstering local bids for a prospective western corridor-based NRL franchise from 2029.

CityFitness Introduces Compulsory Youth Induction Programme Amid Surging Teenage Membership Demand

Posted on September 28, 2026 by Courtney

New Zealand’s largest fitness network, CityFitness, has announced the introduction of a compulsory youth induction programme designed to safely integrate teenage members following a sharp post-pandemic surge in youth participation.

Membership figures among teenagers aged fifteen to seventeen climbed from twenty-two percent in twenty-twenty-one to thirty percent across recent survey periods, reflecting an escalating nationwide interest in strength and physical conditioning.

Sport New Zealand research confirms that physical training has emerged as the primary activity this demographic aims to pursue, despite broader public health metrics indicating that a significant proportion of children fail to meet baseline World Health Organization activity recommendations.

To address the operational and safety challenges accompanying this demographic shift, CityFitness chief operating officer, Doug Hatten, emphasised that commercial fitness operators carry a fundamental responsibility to equip young members with proper technical skills and gym etiquette.

The newly instituted framework requires all prospective members aged fourteen and fifteen to complete a supervised small-group induction alongside a parent or guardian before securing full club access.

Sessions will cover core competencies including exercise selection, safe spotting, appropriate training volume, and structured progression, while reinforcing shared community responsibilities such as equipment maintenance and spatial awareness in busy commercial environments.

Addressing the commercial and cultural drivers behind the trend, Hatten noted that digital media platforms have fundamentally altered how adolescents perceive health and fitness, frequently introducing unrealistic expectations or high-risk online fitness trends that require professional guidance to mitigate.

“Simply providing access to a gym isn’t enough.”

“With more young people coming into our clubs, we have an opportunity and a responsibility to give them the knowledge and confidence to train safely, get the most out of their membership and understand what it means to be part of a gym community.”

“A gym is a shared space. Every member, regardless of age, has a responsibility to respect the people and environment around them.

“For someone entering a gym for the first time, things like returning your weights, cleaning equipment, allowing others to work in or being aware of how long you’ve been using a piece of equipment aren’t necessarily things you automatically know.

“That’s why we want to set those expectations from the beginning,” Hatten stated.

Seven Network Sets New Benchmarks as 2026 AFL Grand Final Delivers Record Reach

Posted on September 28, 2026 by Courtney

The Seven Network has cemented its market position in domestic sports broadcasting after a capacity crowd of 100,023 spectators — representing 100% of current capacity at the Melbourne Cricket Ground — witnessed the Brisbane Lions secure victory over Fremantle in the 2026 AFL Grand Final.

The blockbuster fixture captured a record-breaking national total television audience of 4.52 million, marking an 8 per cent increase year-on-year and establishing the match as the number one television program across Australia for the year.

Digital streaming via 7plus Sport played a pivotal role in the broadcast’s commercial success, surging 44 per cent year-on-year to reach 1.42 million viewers. This digital uplift propelled 7plus to capture an 85.6 per cent audience share in broadcast video-on-demand and an 89.3 per cent share in live streaming on Saturday.

Across the broader day-long schedule from 6:00 am to 6:00 pm, Seven Network secured an 86 per cent commercial audience share in all people, alongside an 88.5 per cent share in the highly coveted 25-to-54 demographic.

Reflecting on the commercial impact of the record-breaking broadcast, Southern Cross Media Group director of Sport, TV, Audio and Streaming, Chris Jones, highlighted the cross-platform potency of the partnership.

“From the opening moments of our coverage outside the MCG, through Kylie Minogue’s show-stopping pre-game performance, an unforgettable match and the premiership celebrations, Australians were with us every step of the way.”

“To see audiences of this scale across the entire day is an outstanding result and speaks to the incredible power of the AFL and the appetite Australians have to experience our biggest sporting moments live and free.

“Thank you to the AFL and the players for putting on a spectacular show,” Jones said.

The programming lineup, featuring pre-game entertainment headlined by Kylie Minogue, the live match broadcast, and post-match premiership celebrations, commanded the four most-watched television programs of the day.

MotoGP Unveils Expansive 22-Round 2027 Calendar

Posted on September 28, 2026 by Courtney

MotoGP has officially unveiled its 22-round provisional calendar for the 2027 season, highlighting major expansions across international markets and a structural shift for motorsport tourism in Australia.

Commencing in March and culminating in late November across five continents, the upcoming campaign introduces two high-profile venue additions designed to elevate global fan engagement, broadcast yields, and commercial returns for commercial rights holders and host cities.

The 2027 season schedule features a global opening sequence, starting with a spectacular season launch at Botafogo Beach in Rio de Janeiro before Round 1 gets underway at the Chang International Circuit in Buriram, Thailand.

Following a fixture at the Lusail International Circuit in Qatar and a return to Goiânia in Brazil, the championship heads to the historical Autódromo Oscar y Juan Gálvez in Buenos Aires for Round 4 on April 11. This marks MotoGP’s high-profile return to Argentina’s capital, reinforcing the sport’s footprint in South America following the departure of Termas de Río Hondo.

The headline domestic development for Australian motorsport is the much-anticipated debut of the Adelaide Street Circuit, which takes over as the home of the Australian Grand Prix. Replacing Phillip Island, the street circuit is scheduled to host Round 21 on November 14 as the penultimate fixture of the championship calendar.

The European leg of the championship retains its classic blue-ribbon heritage, visiting iconic venues such as Jerez, Le Mans, Mugello, Barcelona, Assen, the Sachsenring, and Brno before a mid-season summer pause. Silverstone opens the second half of the calendar in August, followed by high-stakes rounds in Austria, San Marino, Aragon, and a shifted Portuguese Grand Prix at Portimão serving as the final European stop in early October.

The Asian and Oceanian flyaway swing integrates Motegi, Sepang, and Mandalika before competitors travel south for the historic Adelaide showdown, ahead of the traditional season finale at the Circuit Ricardo Tormo in Valencia on November 28.

From a technical perspective, the 2027 season introduces an era defined by new 850cc engine regulations, modified aerodynamic parameters, and Pirelli stepping in as the exclusive tyre supplier.

FIBA Foundation Publishes Landmark Women in Basketball Oral History Report to Safeguard Sport Heritage

Posted on September 28, 2026 by Courtney

The FIBA Foundation has officially released its oral history report titled “Through Their Eyes: Stories of Women Who Shaped Basketball” during the FIBA Women in Basketball Forum in Berlin.

Documenting over seventy years of international women’s basketball heritage, this publication chronicles the highlights the evolution of the sport from the inaugural FIBA Women’s Basketball World Cup in 1953 to the modern era. Conceived as a cornerstone cultural and institutional asset, the initiative preserves the lived experiences of legendary figures who helped build the global game across multiple continents and generations, reinforcing the sport’s foundational values.

The report features in-depth interviews conducted with twelve distinguished basketball pioneers, including nine esteemed FIBA Hall of Famers whose careers have left an indelible mark on international competition standards.

The contributors span diverse global territories, featuring Australian coaching luminary Tom Maher, American trailblazers Carol Callan and Teresa Edwards, European greats Jacky Chazalon, Claudine Clot-Ducommun, Natália Hejková, Maria Planas, and the late Uljana Semjonova, alongside international icons Mame Maty Mbengue, Shin-Ja Park, Laura Pina, and Maria Silva.

This publication forms a vital component of a wider FIBA Foundation initiative dedicated to celebrating women’s basketball legacy through innovative storytelling formats. Alongside the core document, the portfolio includes the graphic novel “La Valise d’Éliane,” the documentary “The World on Our Shoulders,” and a dedicated public exhibition.

Emphasising the significance of safeguarding these leadership contributions, head of the FIBA Foundation, Theren Bullock Jr., said: “Through Their Eyes: Stories of Women Who Shaped Basketball preserves and promotes the stories of legends who helped shape the game, safeguarding an important part of our sport’s cultural heritage while inspiring future generations through their experiences, leadership, and lasting contributions to the game.”

Complementing the written publication, the expanding digital “Women in Basketball hub” will progressively release open archive materials, exclusive interviews, and research articles in the coming months.

YTL Corp Secures Main Broadcast Sponsorship for FIFA ASEAN Cup 2026 via Partnership with Radio Televisyen Malaysia

Posted on September 28, 2026 by Courtney

Diversified Malaysian organisation YTL Corp Bhd has stepped into regional sports broadcasting by securing the role of main sponsor for the television and digital coverage of the inaugural FIFA ASEAN Cup 2026.

Executed through a partnership with Radio Televisyen Malaysia, the official national broadcaster, the arrangement guarantees nationwide access to pivotal fixtures throughout the regional tournament.

Under the terms of the agreement, public broadcasting channels and digital streaming applications will air five selected high-profile matches, encompassing three crucial Group A encounters featuring the Malaysian national team, alongside the tournament’s third-place playoff and the championship final.

The collaboration highlights the growing propensity of major corporate entities to leverage tier-one sporting properties for brand positioning and public engagement.

YTL Corp, whose extensive portfolio spans utilities, telecommunications, infrastructure, cement manufacturing, property development, and hospitality assets across domestic and international markets, views the sponsorship as an effective vehicle to deepen consumer connectivity.

The broadcast schedule covers marquee fixtures as the Malaysian squad campaigns through the group stage against regional competitors including Bangladesh, Indonesia, and Singapore.

Broadcasting Department of Malaysia commended the partnership, noting that corporate participation remains vital for expanding public access to premium sporting content without creating financial barriers for viewers.

“The broadcast of this tournament is hoped to ignite the spirit of supporters and give solid backing to the Malaysian team throughout the competition,” the organisation said.

AAMI Scales AFL Grand Final Activation with Pop Icon Kylie Minogue for Record Engagement

Posted on September 28, 2026 by Courtney

Insurance brand Suncorp has elevated its presence at the 2026 AFL Grand Final, expanding its multi-year ‘AAMI To the Rescue’ campaign with a high-profile integration featuring global music icon Kylie Minogue.

Developed in collaboration with WPP Media OpenEra alongside broadcast partner Seven and the Australian Football League, the large-scale activation leveraged the grand final spectacle to drive consumer engagement and brand visibility across both the Melbourne Cricket Ground and national broadcast channels.

The narrative mechanics involved a simulated scoreboard malfunction that launched the match ball into a stadium-wide ‘supernova’ rescue mission. The storyline incorporated high-profile cameos from prominent sporting figures and entertainment personalities, culminating with Kylie Minogue intercepting the ball in an AAMI-red heel before handing it to the iconic AAMI Woman ahead of the opening bounce.

Reflecting on the evolution and consumer impact of the long-standing campaign, Suncorp executive general manager brand and customer experience, Mim Haysom, highlighted the value of annual creative scaling.

“What started as a simple rescue mission for the AFL ball five years ago has become a much-loved part of grand final day, with fans now looking forward to seeing how AAMI will surprise them each year.”

“This year’s rescue is our biggest and boldest yet,” Haysom said.

Detailing the creative rationale behind the brand partnership, Haysom added: “Bringing together footy, humour, spectacular storytelling and Australian icon Kylie Minogue has allowed us to create a truly memorable moment that celebrates the excitement of the AFL grand final while remaining unmistakably AAMI.”

The production united multiple commercial stakeholders, featuring hero content produced by Whooshka Media alongside collaborative alignment from WPP Media Sport & Entertainment, the Seven Network, and the AFL.

Lacrosse Australia Secures Official Medical and Equipment Partnership with Victor Sports

Posted on September 25, 2026 by Courtney

Lacrosse Australia has announced a partnership with sports medicine and equipment supplier Victor Sports, naming the company an official medical and equipment partner of the national sporting organisation.

The agreement is designed to alleviate financial pressures on member clubs and individual participants by providing exclusive commercial savings and streamlined access to professional-grade sports medicine support, training gear, and rehabilitation hardware nationwide.

Under the terms of the arrangement, affiliated lacrosse clubs will receive a 10% discount on essential medical consumables, including quality strapping, taping, and first aid supplies.

Commenting on the partnership, CEO of Lacrosse Australia, Anna Carroll, said: “We’re delighted to welcome Victor Sports as a partner of Lacrosse Australia.”

“Access to quality sports medicine support and reliable equipment is essential for keeping our athletes safe, prepared, and on the field.

“This partnership means our clubs and members can access total club support more affordably,” Carroll said.

Echoing the commitment to athlete welfare and community development, operations manager at Victor Sports, Jordan Williams, underscored the value of supporting Australia’s lacrosse network.

“We’re proud to support the lacrosse community across Australia.”

“This is our way of making sure clubs and players have easy access to the exact medical products and sports equipment they need to train, prepare, and compete safely,” Williams added.

Beyond consumables, the partnership establishes Victor Sports as a comprehensive one-stop shop for clubs seeking to upgrade their on-field and off-field inventory, ranging from specialist rehabilitation equipment to training accessories. By reducing operational overheads for grassroots and competitive clubs, the alliance reinforces player welfare and safety standards across the domestic lacrosse ecosystem.

The collaboration aligns with Lacrosse Australia’s broader strategic focus on strengthening club development pathways and ensuring sustainable operational frameworks as the sport builds toward future international growth and domestic participation milestones.

Queensland Cricket Secures Two-Year Preferred Equipment Partnership with HART Sport

Posted on September 25, 2026 by Courtney

Queensland Cricket has officially announced a two-year partnership with sporting equipment provider HART Sport, a commercial agreement that designates the company as the official Preferred Equipment Supplier for the state governing body.

This collaboration spans operations ranging from grassroots community initiatives through to elite high-performance pathways, directly supporting premier representative squads including the Queensland Bulls, Queensland Fire, and the Brisbane Heat.

The two-year alliance brings together two proudly Queensland-based organisations aligned around a shared vision of driving community participation, optimising athlete training environments, and fostering long-term sports development across the entire region.

The partnership should provides the essential structural resources necessary to equip players, coaches, and support staff for sustained on-field excellence.

Commenting on the partnership, HART Sport national sales manager, Andrew Mills, emphasised the enduring commitment to grassroots and elite sporting development of the organisation.

“Everyone deserves access to equipment that helps them get better at their sport.”

“With our extensive experience in delivering training and rehabilitation equipment, this partnership was a natural fit for HART Sport as we continue to explore ways to support organisations making a meaningful impact at both community and elite levels,” Mills said.

Echoing the value of the collaboration, Queensland Cricket head of elite physical performance, Paul Chapman, noted the vital importance of trusted local partnerships in maintaining elite performance standards.

“HART Sport has been a valued partner of Queensland Cricket, providing quality equipment backed by reliable, responsive service.”

“Their team understand our environment and are always easy to work with.

“We also value the opportunity to partner with a Queensland-based organisation that shares our commitment to supporting sport and performance across the state,” Chapman shared.

The partnership reinforces Queensland Cricket’s ongoing focus on aligning with stakeholders who contribute directly to the economic sustainability, player safety, and operational growth of cricket across Queensland.

Red Bull Signs League-Wide Partnership as Official Energy Drink of the NBL

Posted on September 25, 2026September 25, 2026 by Courtney

The Hungry Jack’s National Basketball League (NBL) has officially announced a partnership with global beverage leader Red Bull, welcoming the iconic brand on board as the Official Energy Drink of the League.

The wide-ranging agreement spans on the entire competition, incorporating high-profile corporate brand integration across key calendar highlights, including the season’s marquee opening fixtures and the rapidly expanding Hungry Jack’s NBL Ignite Cup.

The partnership represents a milestone for Australian professional basketball, seamlessly linking a premier domestic sports property with one of the most commercially influential and active brand sponsors in global sport.

Red Bull’s dynamic presence will be embedded across critical touchpoints of the season, creating innovative fan-facing activations, digital content integrations, and driving high-energy engagement across both live arena environments and broadcast platforms as the league continues its steep upward commercial trajectory.

NBL Chief Commercial Officer Samantha Green emphasised the strategic alignment and broader economic significance of securing an internationally renowned partner of Red Bull’s calibre within the expanding basketball ecosystem.

“Red Bull is one of the most recognisable brands in the world, and having them join the NBL says a lot about where this League is heading,” Green said.

“It’s a natural connection; both brands are built on energy, innovation and pushing to be the best.

“Red Bull choosing to back the NBL now is further proof of the growth we’re seeing right across the game, and we’re proud to have them alongside us.”

This collaboration highlights the growing attractiveness of the NBL to blue-chip corporations seeking deep coordination. With the Ignite Cup introducing an elevated competitive format and prize pool, the agreement with Red Bull provides enhanced sponsorship value and promotional reach that will resonate strongly with younger, digitally native audiences.

Business Discipline and ROI Key to Supercars’ Next Commercial Era, Says DJR Chief Executive Megan Foster

Posted on September 25, 2026September 25, 2026 by Courtney

Shell V-Power Racing Team (Dick Johnson Racing) CEO, Megan Foster, has outlined a clear commercial directive for motorsport, declaring that sporting partnerships must be built on measurable return on investment (ROI) rather than historical relationships alone.

Speaking ahead of her appearance at the Women in Sport Summit, Foster—the first female Chief Executive Officer in Supercars history—emphasised that sustainability requires running a race team with absolute corporate discipline.

Driving ROI and Dynamic Sponsorship Strategy

Drawing on her extensive background as a former Chief Marketing Officer and naming-rights sponsor lead with Viva Energy (Shell Australia licensee), Foster noted that modern sports management demands hard commercial outcomes.

“I think, I mean I’m an ex-CMO, so I oversee managed marketing budgets and you’re really about value.”

“So a lot of sponsorships in motorsport are built on relationships.

“So if you think about a lot of the sponsors that are in supercars, it’s based on long-term relationships.

“And that’s great, but the reality is it has to be around return on investment,” Foster said.

Foster highlighted that commercial models must serve two distinct channels: business-to-consumer (B2C) properties focused on audience penetration and revenue, and business-to-business (B2B) alignments leveraging exclusive hospitality.

“If it’s a B2C, so business to consumer, it’s got to be about eyeballs and penetration and appealing to the customer and then actually then getting an outcome so that might be increased revenue or whatever that may look like,.”

“If it’s B2B, so business to business, which you see a lot in our sport, it’s got to be about those money can’t buy experiences that you can bring your clients to the track and experience that and add value to them in terms of building your relationships with your businesses from your business,” Foster explained.

Balancing Accessibility with Commercial Value

Addressing the category’s economic strategy, Foster questioned whether Supercars’ open-paddock nature risks devaluing its commercial yield compared to international benchmarks like Formula 1.

“I think there would be an argument that we’re too accessible as a sport. So if you are too accessible, then you can’t charge what you want.”

“So you get an example of Formula One and you go to the Australian Grand Prix.

“You cannot get anywhere near the drivers, the cars. It’s very inaccessible. Us as a sport, it’s very accessible.

“When something is in demand and you can’t get it, you pay more for it,” Foster further shared.

Elevating Female Leadership Across Motorsport

While acknowledging the nature of her appointment, Megan Foster remains focused on commercial capability over gender representation, urging organisations to view leadership appointments through a business lens.

“I really believe that having a female come into supercars as a CEO, it’s the first female CEO in supercars, is fantastic.”

“And it really shows other females what can be done.

“Look, I think within supercars themselves, it’s a business, right?

“So this is how I look at this.

“This is a business what I do.

“So I’ve got to be able to generate with my team enough income and sponsorship dollars and different various things to be able to support being the best in the category,” Foster stated.

The Women in Sport Summit runs from 19–22 October 2026 at Adelaide Oval, with the Leadership Summit taking place on Wednesday 21 October. Secure a ticket here now!!!