North Queensland Cowboys and Mother Energy Announce Partnership

The North Queensland Toyota Cowboys have announced a new partnership with Mother Energy, naming the brand an Official Partner for the 2026 and 2027 NRL seasons.

The collaboration is set to redefine the match-day atmosphere at Queensland Country Bank Stadium, leveraging Mother Energy’s “unapologetically bold” personality to drive fan engagement through interactive stadium technology and digital content.

A headline feature of the partnership is the introduction of the Mother Mullet Cam, an augmented reality fan filter that will debut during Cowboys home games. The activation allows supporters to see themselves with a digital “dream mullet” on the stadium’s big screens, tapping into the unique cultural identity of the North Queensland region.

Mother Energy and the Cowboy’s Synergy

Commenting on the partnership, Cowboys chief commercial & external affairs officer, Dean Payne, said: “Mother Energy brings a fun, energetic and bold approach that aligns perfectly with our club and our fans.”

“This partnership is all about creating memorable moments and elevating the Cowboys experience.

“Our supporters are at the heart of everything we do, and Mother Energy understands how to connect with them authentically,” Payne said. 

Highlighting the North Queensland region’s energy as a primary driver for the investment, marketing manager at Mother Energy, Mitchell Whittet, added: “The Cowboys are one of the most passionate clubs in the NRL.”

“We’re excited to bring our brand to life through fun, unexpected and fan-driven moments.

“The Mullet Cam is just the beginning, we can’t wait to make game day even bigger and bolder,” Whittet said.

Commercial Significance

From a commercial perspective, the agreement reinforces the Cowboys’ ability to attract high-energy lifestyle brands that prioritise experiential marketing over traditional static signage.

By focusing on “unforgettable, laugh-out-loud moments,” the partnership aims to:

• Enhance Stadium Experience: Driving “stickiness” for live attendance through unique, shareable entertainment.
• Boost Digital Reach: Utilising the Mullet Cam and bespoke content to engage younger, tech-savvy demographics on social media.
• Strengthen Regional Identity: Celebrating the “uniquely North Queensland” character that defines the Cowboys’ brand.

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!.