Page 10 – Ministry of Sport

NSW Rugby Union Announces New Partnership with Coopers Brewery

Posted on August 7, 2025August 7, 2025 by Courtney

The NSW Rugby Union (NSWRU) and the wider rugby delegation has formed a multi-year partnership with the Coopers, Australia’s largest independent brewery.

This collaboration positions Coopers as the Official Beer Partner of NSWRU, providing vital support to Sydney Rugby Union, Suburban Rugby, Country Rugby, and numerous grassroots competitions across New South Wales.

This partnership highlights a strong alliance between two entities that are deeply connected to their local communities, showcasing a mutual commitment to nurturing the rugby sport at all levels.

Coopers’ engagement will also encompass key rugby competitions, including the prestigious Shute Shield, Sydney’s Suburban Rugby, affectionately referred to as “Subbies,” and NSW Country Rugby. This ensures that the partnership will actively engage players, fans, and volunteers throughout the state’s diverse regions.

Welcoming the Coopers into the rugby community, and highlighting the collaboration, CEO of NSW Rugby Union, Peter Murphy, said: “Coopers is a name that resonates across households and has a rich history of bringing people together—much like the essence of rugby.”

“The camaraderie and connection that thrive within rugby in NSW align perfectly with Coopers’ narrative,” Murphy said.

Murphy emphasised the partnership’s potential to enhance investment in the sport’s future, improve match day experiences, and support clubs and competitions in metropolitan, suburban, and rural areas.

Expressing excitement at the chance to strengthen the company’s dedication to Australian sports through this partnership, Managing Director of Coopers Brewery, Michael Shearer, added: “Coopers has always recognised the power of sport to unite.”

“Rugby in New South Wales is integral to many communities, from inner-city clubs to country towns, and we are proud to contribute to that legacy,” Shearer expressed.

Fans can look forward to enjoying Coopers products at local matches, community events, and rugby clubhouses participating in Sydney Rugby Union, Suburban Rugby, and NSW Country Rugby competitions.

Engagement initiatives will include special promotions and activations, allowing supporters to celebrate their passion for the game alongside Australia’s beloved family-owned brewery.

Since its inception in 1862, Coopers Brewery has been celebrated for its high-quality brews and commitment to traditional brewing methods. With a legacy that spans over 160 years, Coopers continues to foster connections and celebrate the joys of shared moments over exceptional beer.

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Port Adelaide Announced Partnership with Coles and Nova 919 to Boost Community Engagement

Posted on August 7, 2025 by Courtney

Port Adelaide has announced a partnership with Coles and Nova 919. This collaboration aims to secure the future of the club, which has been grappling with a pressing shortage of players across all age groups.

Located in Adelaide’s western suburbs, West Croydon Football Club is a community-focused club facing critical challenges that threaten its existence.

Despite recent investments in facility upgrades, the club is still unable to field complete teams, necessitating a rapid increase in player participation to ensure its doors remain open. This focus is particularly important for fostering a supportive environment for young footballers in the area.

The club has become a vital part of a diverse community, many of whom face socio-economic challenges that hinder their ability to participate in local sports. Issues such as transport limitations and financial constraints have historically limited access to traditional AFL development pathways, contributing to decreased grassroots football registrations.

Recognising these challenges, the new partnership among Coles, Nova 919, and Port Adelaide is strategically tailored to rebuild the club’s player base and enhance community engagement.

The initiative aims to double-team participation by the 2026 season, channelling resources into investment, awareness, and grassroots activities.

Support provided through this partnership will embrace the provision of new guernseys, goal post safety padding, training equipment, as well as signage and branding.

Furthermore, a dedicated marketing campaign will bolster West Croydon’s visibility and outreach, equipping the club with the necessary tools to flourish and inspire future generations.

The initiative will culminate in a free community event featuring Port Adelaide’s AFL and AFLW players, designed to raise awareness and encourage local registrations for the upcoming season.

Beaumont Tiles Extends Partnership Across NBL26

Posted on August 7, 2025 by Courtney

Melbourne United has secured a renewed commercial partnership with Beaumont Tiles, confirming the national retailer’s continued sponsorship through the upcoming NBL26 season.

The extension marks the fifth consecutive year of collaboration between the two organisations, with Beaumont Tiles first joining United as a sponsor during the NBL22 campaign.

The continuation of the deal reflects the club’s strategy of building long-term partnerships with brands that share a focus on excellence and national visibility.

Commenting on the partnership extension, United CEO Nick Truelson explained that the extension is an example of strategic alignment, stating the club seeks to work with “like-minded partners” who operate at a high standard in their respective sectors.

Beaumont Tiles, which operates more than 100 showrooms across Australia, is leveraging the sponsorship to reinforce its brand presence with a broad consumer base that includes families, renovators, and design professionals, a demographic that also align with basketball’s growing audience in Australia.

The partnership also supports Beaumont Tiles’ wider marketing strategy of community connection and lifestyle branding.

CEO Heath Hopwood described basketball as a “sport embraced by families and communities,” indicating that the sponsorship provides value beyond traditional brand exposure, particularly through its association with Melbourne United’s community engagement efforts.

The renewal reflects a broader trend within the NBL, where clubs are increasingly looking to multi-year partnerships to build consistency and deepen sponsor integration across media, digital, and event platforms.

With NBL26 on the horizon, Melbourne United enters the new season with a stable roster of corporate partners, positioning the club strongly in a commercial landscape where continuity and partner alignment are key to long-term sustainability.

Macarthur FC Signs Brolen Homes in Two-Year Local Partnership

Posted on August 7, 2025 by Courtney

Macarthur FC has confirmed a two-year commercial partnership with residential builder Brolen Homes, strengthening the club’s alignment with businesses embedded in South West Sydney’s growing corridor.

The agreement will see Brolen Homes become an official partner of the A-League Men’s club, with both parties expected to engage in joint community initiatives and brand activations targeting families and residents in the region.

Commenting on the partnership, Macarthur FC’s Chief Commercial Officer, Mark Jensen, said: “a perfect addition” to the club’s commercial network due to its established presence and community focus.”

“While the announcement reflects typical partner alignment language, the key strategic value appears to lie in co-branded initiatives that deepen fan engagement and sponsor visibility in the area’s residential growth market,” Jensen said.

Brolen Homes is leveraging sport to increase its brand awareness in a region undergoing rapid demographic and infrastructure shifts. Residential development in South West Sydney remains a main point for both private and public investment, and aligning with a local sporting property offers a pathway to community trust and long-term visibility.

Brolen Homes Director Ross Molluso emphasised the role of the partnership in reinforcing the company’s regional ties, stating that it aligns with their goal of building homes designed for families to thrive in.

For Macarthur FC, the deal adds another layer to its commercial portfolio, which has largely focused on partnerships with organisations that have strong geographic relevance.

In recent seasons, the club has emphasised local engagement as a core pillar of its off-field strategy, a necessary approach given the still-developing supporter base and competitive sponsorship landscape in Western Sydney.

KFC T20 Max Joins 7plus in Broadcast First for Queensland Cricket

Posted on August 6, 2025 by Courtney

The KFC T20 Max competition will be streamed live and free on 7plus Sport for the first time this month, following a new broadcast agreement with the Seven Network.

the KFC T20 Max has become an emerging fixture in the Australian domestic cricket landscape, offering a pre-season platform for state-contracted and Big Bash players to compete alongside Premier Cricket talent. This year’s competition will run from 20 August to 6 September, with selected men’s and women’s matches available to stream nationally.

For Queensland Cricket, the deal represents a key commercial and strategic development. By bringing T20 Max to a mainstream digital platform, the organisation enhances the visibility of its Premier Cricket ecosystem while aligning with a national broadcaster that holds the rights to flagship cricket properties such as the BBL, WBBL, and international fixtures.

Commenting on the announcement, Queensland Cricket’s General Manager of Commercial, Marketing & Corporate Affairs, Pete Lock, said:“This is an important step forward in amplifying our domestic talent pathway.

“Having matches on 7plus not only brings the game to more viewers but also provides broader opportunities for talent identification across men’s and women’s cricket.

“The Heat’s remaining BBL and WBBL spots will be filled based on T20 Max performances, which shows how influential the competition has become,” Lock added.

The addition of T20 Max further strengthens Seven Network’s digital cricket offering.

Expressing enthusiasm on the announcement, Seven’s Head of Digital – Sport department, Kirsty Bradmore, said: “We’re thrilled to showcase this level of emerging talent.”

“With this addition, cricket fans can now follow an even deeper layer of the domestic game – all in one place,” Bradmore expressed.

Previous editions of T20 Max have featured high-profile players such as Usman Khawaja, Marnus Labuschagne, Jess Jonassen, and Elyse Villani, alongside rising talents who have earned professional contracts after standout performances.

Pepper Money Focuses on Athlete’s Financial Resilience in Partnership with Wests Tigers

Posted on August 6, 2025 by Courtney

As part of its ongoing partnership with the Wests Tigers, non-bank lender Pepper Money has expanded its involvement with the club by delivering a financial literacy workshop aimed at helping players build long-term financial security.

Held at the club’s Centre of Excellence, the ‘Mastering Money On and Off the Field’ session was delivered by Pepper Money CEO Mario Rehayem. The workshop covered key financial topics, including budgeting, saving, long-term investing, and managing lifestyle-related expenses.

This initiative sits within Pepper Money’s broader partnership strategy and highlights the growing expectation for brands to deliver tangible benefits in athlete wellbeing and transition planning, beyond traditional sponsorship.

“The average rugby league career lasts just 45 games,” said Rehayem, as he addressed the playing group. “That short window comes with financial risk unless planning starts early.”

Players were encouraged to think ahead to post-retirement opportunities such as property investment, superannuation strategies, and seeking licensed financial advice.

The workshop was well received by the playing group, including Sunia ‘Tito’ Turuva and Jared Haywood, who praised the session’s practical insights.

From a commercial perspective, the activation reinforces Pepper Money’s positioning as a financial services brand committed to improving long-term outcomes for Australians. For the Wests Tigers, it demonstrates how value-aligned partnerships can complement in-house player welfare programming.

The initiative will also roll out to the NRLW squad in the coming weeks, broadening its impact across the club and supporting a consistent off-field development pathway.

Matthew Pavlich Appointed Sydney Swans CEO

Posted on August 6, 2025 by Courtney

The Sydney Swans have appointed former Fremantle captain and AFL Hall of Fame inductee Matthew Pavlich as their next CEO.

The announcement follows confirmation that current CEO Tom Harley will depart at the end of the 2025 season to take up the Chief Operating Officer role at the AFL.

Pavlich, best known for his 353-game playing career with Fremantle and nine-season captaincy, also brings relevant industry experience. Since retiring in 2016, he has built a post-football career in business and media.

Co-founder of Launchd, a company focused on talent, technology, and brand partnerships, and has served as Executive Chair since 2017, Pavlich also held a commercial role with PMY Group, a growing player in technology and infrastructure solutions for sport and major events.

In announcing the appointment, and emphasising Pavlich’s dual capability in sport and business, Swans Chairman Andrew Pridham, said: “He brings a wealth of football experience alongside significant commercial understanding. His transition into business and advisory work, alongside media roles, aligns well with the evolving demands of the CEO role in elite sport.”

The Swans have positioned Pavlich’s hire as both a cultural and strategic fit, with a focus on continuity and evolution. Importantly, the club has structured the transition to allow for a phased handover from Harley, which may mitigate operational disruptions and support longer-term planning through 2025.

Pavlich’s leadership credentials extend beyond his club playing career. He served on the AFL Players’ Association Board for 11 years, including three as President, and was previously an advisor to the AFL Laws of the Game Committee.

While the immediate implications for the Swans’ commercial partnerships and business direction remain to be seen, Pavlich’s tenure will be closely watched by rights holders, sponsors, and club executives across the AFL system, particularly as the league continues to professionalise its off-field leadership.

The Swans are expected to finalise the leadership transition ahead of the 2026 AFL season.

Nemiroff Strengthens Australian Presence with Wallaroos Partnership

Posted on August 6, 2025August 6, 2025 by Courtney

Premium vodka brand Nemiroff has officially partnered with the Wallaroos, Australia’s national women’s rugby team, a powerful collaboration that reflects mutual values of grit, ambition, and national pride.

This marks a key milestone in Nemiroff’s expansion into the Australian market, following the strong debut of Nemiroff De Luxe in 2024.

The partnership supports both the brand’s global sports strategy and the Wallaroos’ rising profile as one of Australia’s most inspiring women’s teams.

Strengthening Women’s Sport and Global Branding

With the Rugby World Cup in England on the horizon and growing support at home, the Wallaroos are entering a golden era. Known for their strength, unity, and ambition, the team naturally aligns with Nemiroff’s “Power of Spirit” philosophy.

Commenting on the partnership, Nemiroff CEO Yuriy Sorochynskiy, said: “The Wallaroos embody courage, passion, and national pride — exactly the kind of spirit that defines our brand,”

“This partnership is another important milestone in our international journey,” Sorochynskiy said.

The Wallaroos partnership joins Nemiroff’s global sports portfolio, which already includes notable English Premier League clubs like Aston Villa, West Ham United, Everton, and Fulham FC.

Shared Vision and Purpose

Welcoming the Nemiroff, Rugby Australia CEO Phil Waugh, added: “Nemiroff Vodka reaches global audiences with powerful messages of self-determination — a spirit that aligns with the Wallaroos’ ethos.”

“As we prepare for the Rugby World Cup and future home-soil successes, we are thrilled to welcome Nemiroff to our family of partners,” Waugh expressed.

Adelaide 36ers to Raise a Glass with Bleasdale

Posted on August 6, 2025August 6, 2025 by Courtney

The Adelaide 36ers have announced a new partnership with one of South Australia’s most storied institutions, Bleasdale Vineyards, who join as the club’s official wine partner for the upcoming season.

Founded in 1850 and celebrating its 175th anniversary, Bleasdale Vineyards is a sixth-generation, family-owned winery and the founding vineyard of the Langhorne Creek wine region.

Known for its award-winning wines and deep-rooted community ties, Bleasdale’s heritage aligns strongly with the values of the 36ers.

Commenting on the partnership, 36ers CEO Nic Barbato, said: “It is always exciting for us as a club to use our gamedays and events to elevate South Australian brands.”

“Bleasdale is an iconic local institution with a rich tradition and a focus on quality and family. It’s a perfect fit for the 36ers family,” Barbato said.

Expressing pride in the collaboration, Bleasdale General Manager Leigh Warren, added: “Supporting the Adelaide 36ers is a privilege for us. We’re excited about the team’s upcoming season and proud to align with a club that shares our dedication to excellence and community connection.”

Warren also noted a symbolic link between the two organisations, referencing Bleasdale founder Frank Potts, who arrived in South Australia on the HMS Buffalo in 1836 — a nod to the state’s early history.

As part of the partnership:

Bleasdale wines will be served in game day function areas including the Legends Room and Coors Cold Club Deck at the Adelaide Entertainment Centre.
Guests will also enjoy their wines at club events, such as the Sixers in Business Luncheons.
The partnership highlights a shared commitment to community and success on and off the court.

As the Adelaide 36ers gear up for the new season with a refreshed roster and renewed energy, the partnership with Bleasdale adds a celebratory local flavour for fans and guests alike.

Newcastle Jets and WIN Network Extend Partnership

Posted on August 6, 2025August 6, 2025 by Courtney

The Newcastle Jets have announced a two-year extension of their official media partnership with the WIN Network, this renewal sees the WIN Network supporting the Jets into a ninth consecutive year, reinforcing its ongoing commitment to growing the game across Northern New South Wales and supporting professional football at all levels.

As the largest regional commercial television network in Australia, the WIN Network has played an important role in helping the Jets engage and grow their fan base through extensive regional reach, high-quality sports programming, and strong community ties.

Shared Vision for Regional Football

Emphasising the shared commitment between the two organisations, Sales Manager for the WIN Network, Aidan Banham, said: “We’re proud to continue our support of the Newcastle Jets as their official television sponsor.”

“It’s been a valued partnership, and we’re excited to back the club as they enter a new season. We look forward to sharing the journey with fans and celebrating the wins—on and off the field,” Banham said.

The WIN Network’s long-term investment in football in Northern NSW extends beyond the A-League. The network has consistently supported local competitions, regional development programs, and grassroots initiatives.

Commercial implications

Through its TEN-affiliated channels, WIN continues to bring football to screens across the region, not just A-League matches, but community stories and behind-the-scenes features that connect the club with its supporters.

The partnership will ensure strong coverage of Jets news, match previews, highlights, and special features across WIN’s platforms, giving fans deeper insights into players, coaches, and the club’s activities on and off the pitch.

The extension also reaffirms the Jets’ dedication to enhancing their media presence and brand visibility as they enter a crucial phase of growth, both in performance and community engagement.

Looking Ahead

For the Newcastle Jets, the ongoing support from WIN Network represents more than a sponsorship, but also a collaboration grounded in shared values of community, growth, and resilience.

As the club looks to a new season with renewed ambition and a strong fan base behind them, this media partnership ensures that their journey will continue to be shared with households across the state.

Basketball Australia Launches New Child Safety Resources

Posted on August 5, 2025August 5, 2025 by Courtney

Basketball Australia has launched new child safety resources, reinforcing its commitment to safeguarding the well-being of children and young people across the national basketball community.

Developed in partnership with eTrainu, the initiative aligns with national child safeguarding principles and best-practice approaches. The resources aim to educate and empower players, coaches, officials, parents, and administrators to ensure basketball remains a safe, supportive, and inclusive environment at every level of the game.

A milestone in safeguarding

Commenting on the launch, Basketball Australia CEO Matt Scriven said: “Every child has the right to feel safe, supported and respected in sport. This launch marks an important milestone in ensuring that child safety becomes a lived commitment across every court, club and competition in the country.”

Lauren Halliwell, Head of Integrity at Basketball Australia, highlighted the collective responsibility of protecting young participants: “Basketball brings communities together, and with that comes the responsibility to protect those most vulnerable. We urge everyone involved in our sport to complete the Safeguarding Children course and champion a culture of safety and trust.”

Key resources available

The new resources include:

The Safeguarding Children in Basketball online course
Tools and templates to help clubs and associations embed safe practices
Practical guidance on responding to concerns and reporting protocols
A central portal offering training and support for all members of the basketball community

Basketball Australia is calling on clubs, associations, volunteers and stakeholders to actively engage with the new resources and embed child safeguarding into their day-to-day practices, ensuring every child can enjoy basketball in a safe and welcoming environment.

Bulldogs and Deadly Choices Unite Again

Posted on August 5, 2025 by Courtney

The Canterbury-Bankstown Bulldogs have renewed their partnership with Deadly Choices, an initiative led by the Institute for Urban Indigenous Health (IUIH), to continue driving preventative health education and regular health checks among Aboriginal and Torres Strait Islander communities.

This season’s campaign kicked off at Belmore with Bulldogs NRL stars Josh Curran and Blake Taaffe, and female pathways player Mackenzie Stephens, proudly launching the 2025 edition of the Bulldogs Deadly Choices shirts.

Commenting on the extension of the partnership, Director of Deadly Choices, Dallas Leon, said: “The Deadly Choices and Canterbury Bulldogs partnership is a great example of a health-sports initiative making an impact on our community.”

“The success of distributing over 3,000 shirts speaks to the community’s engagement with primary health care services,” Leon said.

Echoinh the club’s pride in being part of the campaign, Bulldogs’ General Manager of Stakeholder Engagement, Diane Langmack, added: “It’s been incredibly rewarding to witness the pride these shirts bring to the community.”

“Our players have loved being involved, and we’re honoured to support a cause that drives such meaningful outcomes,” Langmack shared.

These limited-edition shirts distributed through Aboriginal Community Controlled Health Services serve as both a cultural celebration and a health incentive for individuals who complete the important 715 Health Check.

the initiative has seen over 3,000 shirts distributed to community members across the country, encouraging early intervention and chronic disease prevention.

The 715 Health Check plays a critical role in improving long-term health outcomes for Indigenous Australians, and the Bulldogs’ backing has added powerful visibility to the message.

In addition to shirt distribution, Bulldogs players and ambassadors will continue to participate in community events throughout the 2025 season, while promoting healthy eating, physical activity, and the cessation of smoking and vaping.

NSW Waratahs Appoint New Director of Performance

Posted on August 5, 2025 by Courtney

The NSW Waratahs have announced the appointment of Barrie-Jon “B-J” Mather as the new Director of Performance, a role he will commence on 18 August.

This appointment not only strengthens the organisation’s leadership but also builds a more robust groundwork laid by Head Coach Dan McKellar, Acting Director of Performance Andrew Cleverley, and their dedicated team in preparation for the 2025 season.

Mather, transitions from his previous role as Director of High Performance at the NSW Institute of Sport, bringing to the Waratahs a wealth of experience rooted in success and innovation.

Expressing enthusiasm for joining the Waratahs at this important time for rugby in Australia, Mather, shared: “The NSW Waratahs have made some significant changes in the last twelve to eighteen months that are making a difference on and off the field.”

Mather hopes to leverage his extensive experience in Olympic and professional sport to foster an environment of sustained success alongside McKellar, his coaching staff, and the players.

Welcoming Mather’s appointment, Rugby Australia’s Director of High Performance, Peter Horne, acknowledged the unique set of skills Mather brings and expressed confidence that his leadership will enhance the Waratahs as they approach the crucial 2026 season.

Horne also took a moment to recognise Simon Raiwalui for his inspiring journey back to health and his contributions to the organisation, as Raiwalui transitions to a senior coaching position within Rugby Australia’s National Pathways system.

Mather’s previous achievements include serving as the General Manager of High Performance at the Fiji Rugby Union, during which he guided the Fijian men’s rugby team to a commendable silver medal at the 2024 Paris Olympic Games.

Additionally, he has held the position of General Manager of Football at the NSW Rugby League, further highlighting his versatile background within the sporting landscape.

Possessing a Doctorate in Elite Performance and an MBA, Mather has occupied senior coaching and managerial roles across both rugby union and league in the UK.

Notably, he holds the rare achievement of having played as a dual-international for both England and Great Britain, enhancing his credibility as a leader in high-performance sport.

ESPN to Acquire NFL RedZone and Network in Equity-for-Assets Deal with NFL

Posted on August 4, 2025August 4, 2025 by Courtney

ESPN is reportedly finalising a landmark transaction with the National Football League that would see the Disney-owned network acquire key NFL Media properties, including NFL RedZone, NFL Network, and additional game rights, in exchange for up to 10% equity in ESPN.

The agreement would represent one of the most highlighted realignments between a major sports broadcaster and a right holder in recent years.

The deal is expected to be formally announced soon, potentially timed with Disney’s upcoming earnings call, and remains subject to regulatory approval.

At the centre of the agreement is NFL RedZone, a high-demand Sunday broadcast that cycles through multiple live games and key scoring moments, often cited by fans as a critical product in the NFL’s modern media portfolio.

RedZone’s integration into ESPN’s suite of offerings could offer the broadcaster substantial leverage in future carriage negotiations with cable and streaming distributors.

In addition to RedZone, ESPN would acquire NFL Network and seven additional regular-season games. The deal also reportedly includes the NFL’s fantasy football business and other digital assets.

This bundling signals a broader content strategy for ESPN as it prepares to launch its standalone direct-to-consumer (DTC) platform in 2025, which is expected to retail at USD29.99 (AUD46.27) per month.

For ESPN, the acquisition provides immediate content depth, audience loyalty, and potential cross-brand synergies. There is precedent in the network’s approach: much like ESPN’s treatment of the SEC Network in college football, NFL Network programming and personalities could be integrated into ESPN’s broader content ecosystem.

Analysts have already pointed to former Good Morning Football host Peter Schrager, who made a recent move to ESPN, as an example of this convergence.

For the NFL, securing equity in ESPN provides a strategic foothold in one of the most powerful sports media brands globally, while also potentially influencing the future of its own media distribution. If the deal confirms, the NFL could gain a financial interest in ESPN’s future growth, particularly in the relevance of ESPN’s transitions to a hybrid cable and DTC model.

Genius Sports Secures Exclusive Data Rights with European Leagues

Posted on August 4, 2025August 4, 2025 by Courtney

Genius Sports has announced a multi-year agreement with the European Leagues Association (ELA) that will see its GeniusIQ platform deliver exclusive betting data and AI-driven technology across 18 member leagues.

The deal allows Genius Sports to collect, process, and distribute official betting data from over 8,000 matches per season across 46 men’s and women’s competitions. Included in the coverage are prominent leagues such as the Belgian Pro League, Eredivisie, Danish Superliga, Super League Greece, and Liga Portugal.

This agreement positions Genius Sports as the primary conduit for sanctioned betting data across mid-tier and emerging European football markets.

Contextualising the deal as part of a broader shift in how leagues approach commercial growth, General Secretary of the European Leagues, Alberto Colombo, said: “This landmark deal with Genius Sports reflects both the evolution of the sports data market but also the way technology will play an increasingly intertwined role in the way commercial deals come to fruition,” Colombo said.

Emphasising the agreement’s shift in traditional right model, Genius Sports Chief Partnerships Officer, Steven Burton, said: “Technology investment resets traditional frameworks and creates a longer runway for future sales and revenue opportunities.”

The partnership includes the deployment of Genius Sports’ AI-powered tracking and analytics infrastructure within stadiums. Already in use in leagues such as the Premier League and Danish Superliga, GeniusIQ supports applications ranging from real-time performance analytics to officiating assistance and enhanced fan engagement tools.

The move signals a continued blurring of lines between media, betting, and performance data in professional football. With this deal, Genius Sports further establish its position as a key negotiator for federations and bookmakers looking to monetise sports data assets through both traditional and emerging channels.