Lacrosse Australia Appoints The Front Office Agency to Direct Olympic Commercial Strategy

Lacrosse Australia has announced the appointment of Brisbane-based sports consultancy The Front Office Agency (TFOA) to spearhead its commercial strategy and drive corporate partnerships ahead of the sport’s historic return at the Los Angeles 2028 Olympic Games.

The partnership will focus entirely on auditing existing sponsorship assets, modernising market engagement, and building long-term commercial foundations to attract corporate brands eager to align with a globally rising, high-momentum sport.

Commenting on the partnership, Lacrosse Australia CEO, Anna Carroll, said: “The return of lacrosse to the Olympic Games provides an unprecedented opportunity for our sport in Australia.”

“As we continue to grow participation, performance pathways and awareness of the sport nationally, it is critical that we also strengthen our commercial foundations.

“The Front Office Agency brings extensive experience across sport, partnerships and strategic growth, and we are looking forward to working together as we build towards LA28,” Carroll said.

The Front Office Agency is led by founder and Managing Director Jason Greenhalgh, a veteran sports marketing executive with over 35 years of experience procurement and managing more than $120 million in commercial agreements for elite bodies including the Wallabies, Socceroos, and Brisbane Broncos.

The Front Office Agency managing director, Jason Greenhalgh, added:“The inclusion of lacrosse in LA28 represents a major moment for the sport globally and creates a unique commercial opportunity for brands looking to align with a growing international sport with strong momentum.”

“Lacrosse Australia has a clear vision for the future and we are excited to work alongside the organisation to help develop a commercial strategy that not only supports the sport’s growth, but also creates meaningful value for partners and stakeholders,” Greenhalgh noted.

The international lacrosse community received a major boost following the International Olympic Committee’s (IOC) confirmation of the fast-paced, television-friendly Sixes format for the LA28 games.

For Lacrosse Australia, this global exposure provides an unprecedented commercial asset. TFOA will work closely with the governing body to package these high-performance pathways, national team assets, and grassroots participation growth into lucrative commercial portfolios for domestic and international partners.

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