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ommonwealth Games Australia (CGA) have announced a multi-year partnership with SPORTFIVE to grow the value of and support the Australia Commonwealth Games Team commercial partner program.

The deal comes in preparation of the Birmingham 2022 Commonwealth Games, with SPORTFIVE set to assist in sponsorship marketing strategy, sponsorship sales, procurement, brand and media partnerships, outfitting services, and host country support services for the team in Birmingham.

CGA CEO, Craig Phillips, said the SPORTFIVE partnership is crucial to Australia’s success at the 2022 Commonwealth Games.

“Having worked with the team at SPORTFIVE for over 30 years, this announcement gives Commonwealth Games Australia the opportunity to build on the successful partnerships of the past, in particular the fantastic commercial support received from many sponsors at the Gold Coast 2018 Commonwealth Games,” Phillips said.

“Australians love cheering for the green and gold in international competition as we witnessed on the Gold Coast and brands love supporting and benefiting from partnerships with our Australian team.

“Of course, our Games team in Birmingham requires a range of supporters and partners in key categories, such as our team uniforms, travel and team medical support services.

“More than this, we have strong ambitions to continue to connect with all Australians through the inspiring performances of our team, just as our athletes of the past have done at every edition of the Commonwealth Games since 1930.

“And we welcome partnerships with brands who would like to share this opportunity with us,” he said.

SPORTFIVE managing director of Australia and New Zealand and senior vice president of global sales, Damien Moston, said the partnership extends on SPORTFIVE’s strategic involvement in developing the value of the Commonwealth Games, which included the world-first Commonwealth Games Federation Partnership model (CGFP).

“Announcing our partnership with Commonwealth Games Australia is fantastic,” Moston said.

“We’re very proud to have worked on every Commonwealth Games since 1990 in support of the Australian Commonwealth Games Team.

“This relationship aligns with our agenda to increase value of the Commonwealth Games movement globally including through the world-first CGFP model for current and future host cities, supporting stronger Commonwealth Games associations at the local market level and increasing the impact of the Commonwealth Games brand through partnerships.

“Birmingham 2022 will be an amazing Games befitting a modern Commonwealth.

“It will be culturally diverse, and we will see more women’s medals than men’s medals events at the Games for the first time.

“New sports including 3×3 basketball for able-bodies and wheelchair players and women’s T20 cricket are compelling additions for Australian athletes and fans.

“We’re very excited for the future of the Commonwealth Games,” he said.