Little Athletics Queensland Secures Optus as Official Partner Through 2026

Little Athletics Queensland (LAQ) has announced a new partnership with Optus, with the telecommunications provider becoming an official partner of the organisation until June 2026.

The agreement expands Optus’ involvement in grassroots sport, with branding to feature across LAQ events, communications, and digital channels.

In addition, Optus has taken naming rights for the Most Improved Athlete Awards, which will be relaunched under the partnership. The awards recognise athlete development and progression, aligning with LAQ’s focus on inclusion and long-term participation.

Sharing the partnership’s alignment with the organisations broader ambitions to grow opportunities for young athletes, CEO of LAQ, Christopher Davis, said: “We are thrilled to have Optus onboard supporting Little Athletics in Queensland.”

For Optus, the agreement provides access to a family-focused audience in regional and metropolitan areas.

Highlighting the community element as a driver behind the partnership, Optus’ General Manager South Queensland, Nick Channell, added: “Little Athletics is more than just sport – it’s where confidence is built, friendships are made, and families come together.” 

Commercial Perspective

The deal strengthens LAQ’s sponsorship portfolio by bringing in a major national brand at a time when grassroots organisations are seeking sustainable funding models.

Telecommunications partnerships in sport often aim to build local market presence and consumer connections, with Optus positioning itself as a visible supporter of community sport in Queensland.

The sponsorship comes as grassroots sports continue to compete for corporate investment, with brands increasingly seeking partnerships that deliver both community impact and brand integration opportunities.

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!.