Common Sport Expands into Australian Sports Media with Playmaker Partnership

The Australian sports media landscape is evolving, and Common Sport is the latest platform looking to make an impact. Formerly known as NRL Laughs, Common, an independent publisher, has acquired the popular rugby league-focused page and rebranded as Common Sport.

The move keeps Rip Gillan, the university student who created NRL Laughs, involved in the project. With 25 million views and 1.7 million engagements in the second half of 2024 alone, the platform has built a strong following by focusing on the culture and humour of sports rather than just matching results.

Exclusive Playmaker Partnership

A key part of Common Sport’s strategy is its exclusive partnership with U.S. sports media brand Playmaker. This deal will introduce Australian audiences to popular sports shows, including:

• Da Get Got Pod (Marshawn Lynch & Mike Robinson)
• The OGs (Udonis Haslem & Mike Miller)
• The Roommates (Jalen Brunson, Josh Hart & Matt Hillman)

By integrating Playmaker’s content into its channels, Common Sport is expanding beyond rugby league and aiming to broaden its reach across multiple sports and fan communities.

Collaboration with Kick It Forward

Common Sport has also partnered with Kick It Forward Productions, a well-known name in Australian sports content. This collaboration will help extend the platform’s coverage across audio, events, and social media-driven storytelling, providing fans with more ways to engage.

Shifting Sports Media Consumption

With 75% of Australians identifying as sports fans, how they engage with content is changing. There is growing interest in behind-the-scenes stories, fan-driven conversations, and digital-first content.

Common co-founder Max Sherry sees this as an opportunity:

“We’re not just publishing content—we’re building a community that celebrates the passion, humor, and heart of Australian sports fandom.”

By combining creator-led content with established sports brands, Common Sport aims to offer a fresh approach to sports media in Australia.