Page 19 – Ministry of Sport

Biogen joins SA Rugby Partner Family

Posted on February 16, 2026 by Courtney

SA Rugby has announced a three-year sponsorship agreement with Biogen, appointing the premium wellness brand as the Official Vitamins and Sports Nutrition Partner for all national teams.

The deal, which runs through 2028, marks the first time in history that a “home-grown” South African nutrition brand has been selected as an official supplier to the Springboks.

Commenting on the partnership, CEO of SA Rugby, Rian Oberholzer, said: “Success on the international stage demands more than talent and hard work, it also depends on the right support systems.”

“The partnership with Biogen reinforces our belief in high-quality, safe and responsible nutrition as a key enabler of preparation, recovery and sustained performance,” Oberholzer said.

Describing the agreement as a massive milestone, Biogen brand manager, Brandon Fairweather, added: “We see it as the highest endorsement of our relentless commitment to the integrity, ethics and authenticity that exemplifies the Biogen brand.”

The partnership will see Biogen products integrated into the daily training and recovery programmes of South Africa’s elite athletes as they prepare for a high-intensity 2026 international season.

The partnership will covers the full stable of South African national rugby, including the Springboks, Springbok Women, Junior Boks (U20), and the Blitzboks (Men’s and Women’s Sevens).

The decision was heavily predicated on Biogen’s rigorous safety standards; the brand has maintained “Informed Sport” certification for over 11 years, a non-negotiable requirement for SA Rugby to ensure all products are free from banned substances.

Biogen, a house brand for Dis-Chem since 2004, has established a solid presence in the South African sports market, already partnering with the Hollywoodbets Sharks, DHL Stormers, and Mamelodi Sundowns.

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World Surf League and Bioglan Expand Partnership

Posted on February 16, 2026 by Courtney

Bioglan has extended its partnership with the World Surf League (WSL) through the 2026 and 2027 seasons. The multi-year deal sees the Australian-owned supplement brand expand its footprint, moving from a supporting role to the Title Partner of the Bioglan Newcastle Surfest Presented by Bonsoy.

The partnership targets the Challenger Series, a proving ground for surfers aiming to qualify for the elite Championship Tour.

The Bioglan Newcastle Surfest will run from March 9–15, 2026, at Merewether Beach, celebrating its 40th anniversary as the southern hemisphere’s largest surfing festival.

In addition, the brand maintains its naming rights for the Bioglan Bells Beach Longboard Classic and its high-visibility activations across the Championship Tour stops at Bells Beach, Margaret River, and the Gold Coast.

Commenting on the partnership, WSL APAC President, Andrew Stark, said: “Bioglan’s expanded involvement… reflects a shared vision for growing the sport across multiple levels,”

“Their presence at our events has already delivered strong engagement, and we’re excited to build on that momentum,” Stark said.

To drive commercial engagement, Bioglan is launching the “Challenger to Champion” campaign.

The initiative features a powerhouse roster of ambassadors: two-time World Champion Tom Carroll, and former CT standouts Sophie McCulloch and Liam O’Brien. While Carroll focuses on Bioglan’s new range for the over-60 demographic, McCulloch and O’Brien will front the brand’s performance-led content as they compete on the Challenger Series circuit.

AAMI AFL Origin Funds $1 Million Grassroots Legacy for WA Football

Posted on February 16, 2026 by Courtney

The AFL has announced that the success of AAMI AFL Origin will deliver a projected $1 million windfall for Western Australia’s local football community.

In a partnership between the AFL, the WA Government, and WA Football, 100% of ticket sale profits will be funneled into the newly established Origin Community Fund.

The “AAMI AFL Origin” fund represents a commercial commitment to bridging the gap between metropolitan and regional football.

Targeting rural hubs, the investment will focus on increasing equity for players in low socio-economic areas, as well as those from First Nations and Multicultural backgrounds.

For the organisation, this move ensures that the return of State of Origin, the first in 27 years, leaves a tangible footprint on the state’s talent pipeline.

Commenting on the funding, AFL CEO, Andrew Dillon, said: “The return of Origin is not just about celebrating the elite game, it’s about creating a legacy for the next generation of talent.”

“Through the Origin Community Fund, we’re ensuring the success of this match delivers a lasting impact… strengthening talent pathways and creating greater opportunity across the state,” Dillon said.

WA football executive manager, Peter Bell, highlighted that the funding would support regional talent programs, allowing young athletes to remain in their home regions longer rather than relocating to Perth for elite coaching. This follows a successful legacy model established after the 2021 AFL Grand Final, which saw a $5 million joint investment into the Kimberley region.

Disability Sports Australia Reveal “Abilities Unleashed” Sporting Schools Program

Posted on February 16, 2026 by Courtney

Disability Sports Australia has announced that its national multi-sport participation program, Abilities Unleashed, is now an officially admitted program within the Sporting Schools initiative.

The move embeds the program directly into the Australian education system, providing thousands of children with disability earlier and more consistent access to organised sport.

Over the past 12 months, Abilities Unleashed has demonstrated commercial and social impact, delivering 50 events to over 3,300 participants across 137 schools.

By joining the Australian Sports Commission’s (ASC) Sporting Schools portfolio, schools can now use government grant funding to cover program delivery costs, specialized equipment, and travel, effectively removing the primary financial barriers to entry.

Commenting on the program, CEO of Disability Sports Australia, Ayden Shaw, said: “For many children with disability, school is the first place they encounter organised sport, and access at this point matters.”

“Inclusion in Sporting Schools is significant because… it gives schools greater capacity to respond to tangible, practical barriers that can affect attendance,” Shaw said.

The program is designed as a “come and try” experience, connecting students with sensory, physical, and intellectual disabilities to local sporting organisations.

This model ensures that the initial school-based engagement translates into long-term community participation pathways. The decision was informed by Disability Sports Australia’s Barriers to Entry Survey, which highlighted the need for more inclusive environments and adaptive equipment in school settings.

Applications for Term 2 2026 funding are expected to open in late February, allowing schools to plan their Abilities Unleashed activations ahead of the mid-year launch.

Disability Sports Australia is a national non-profit, registered charity, and National Sporting Organisation for people with disability, dedicated to increasing participation in grassroots sport.

Ampol State of Origin to Make Historic New Zealand Debut in 2027

Posted on February 16, 2026 by Courtney

The Australian Rugby League Commission (ARLC) has confirmed that State of Origin will heading to New Zealand for the first time in the series’ history, with Auckland’s Eden Park set to host a match in 2027.

The decision to move a fixture across the Tasman reflects the growth of Rugby League in the region, largely spurred by the recent resurgence of the New Zealand Warriors.

For the ARLC, the move is commercially designed to tap into New Zealand’s primary tourism market while showcasing the “cultural phenomenon” of the Blues vs. Maroons rivalry to a global audience.

Commenting on the announcement, ARLC chairman, Peter V’landys AM, said: “Rugby League is the number one sport in Australia and the Pacific, and the growth we have seen in New Zealand over recent years has been nothing short of extraordinary.”

“State of Origin isn’t just a football match, it’s a cultural phenomenon. It’s the greatest rivalry in Australian sport, and in 2027 it will be showcased on one of the most famous sporting stages in the world.

“The eyes of Australia, New Zealand, the Pacific and beyond will be on Eden Park, and it will be a milestone moment for the game,” V’landys said.

Expressing his enthusiasm, NRL CEO Andrew Abdo, said taking State of Origin to New Zealand was a win for fans on both sides of the Tasman.

“This is a great outcome for fans, in 2027, Rugby League fans in New Zealand will experience one of the greatest rivalries in world sport live, and we also know how strongly supporters from all over Australia and the Pacific embrace travelling to be part of State of Origin experience.

“State of Origin brings people together like few events can. It’s an opportunity to grow the game, reward our existing fans and welcome new audiences who may be experiencing Rugby League live for the very first time — and they are in for something truly special.

“We sincerely thank the New Zealand Government and Auckland Council Events for their support and investment in making this historic event possible,” Abdo said.

Tourism and Hospitality Minister Louise Upston expects the event to attract over 10,000 Australian visitors, generating an estimated $17.4 million for the local economy.

University of Toledo Pioneers NCAA Division I Youth Sports Model with Rocket Leagues

Posted on February 16, 2026 by Courtney

The University of Toledo Athletic Department has launched Rocket Youth Sports Leagues (RYSL), becoming the first NCAA Division I program to directly operate a comprehensive community youth sports platform.

The move, which begins this spring with flag football for boys and girls, represents a shift in how collegiate athletic departments leverage their infrastructure and brand power to tap into the USD40 billion national youth sports market.

Commenting on the launch, VP for Intercollegiate Athletics, Bryan B. Blair, said: “Youth sports in America are surging, and families are seeking programs that develop the whole person.”

“By aligning Rocket Youth Sports Leagues directly with Toledo Athletics, we’re bringing our best—world-class coaching acumen, elite student-athlete mentors and elite facilities—to serve the next generation,” Blair said.

Unlike traditional university outreach, Rocket Youth Sports Leagues is housed directly within the athletic department, utilizing Toledo Rockets facilities, coaching expertise, and student-athlete mentors.

The organisation has appointed founder of FNA Toledo, Ed Price, as executive director to oversee the transition from local community play to a Division I-backed operation.

Every Rocket Youth Sports Leagues participant receives a complimentary Rocket Kids Club membership valued at USD50 (AUD70.68), providing a clear pipeline for future student recruitment and long-term fan engagement.

The programs initial focus on flag football is particularly strategic, given the sport’s inclusion in the 2028 Olympic Games and its status as an NCAA Emerging Sport for Women.

Toledo Athletics plans to expand the Rocket Youth Sports Leagues umbrella to include additional sports, clinics, and camps, positioning the campus as the premier destination for youth athletics in the region and creating a new revenue stream that could serve as a blueprint for other Division I institutions.

Wasserman Expands Nordic Footprint with People in Sport Acquisition

Posted on February 13, 2026 by Courtney

Global sports and entertainment powerhouse Wasserman has acquired the football talent representation division of Danish agency People in Sport.

announced by Lee Charnley, Wasserman’s VP of International Operations for Global Football, marks the firm’s first official entry into the Scandinavian market and reinforces its aggressive European expansion strategy.

Commenting on the acquisition, Charnley, said: “We are delighted to expand our European footprint into Scandinavia.”

“It’s an important market… that has seen a huge amount of high-quality young talent coming through the ranks to play in the major leagues across Europe,” he said.

Highlighting the scale of the new opportunity, Casper Grønn Spiele, said: “With the backing of a global powerhouse such as Wasserman, we truly believe this acquisition will take our services, reach and influence to new heights.”

The deal sees partners Casper Grønn Spiele and Jacob Krüger Andersen join Wasserman, bringing with them a high-calibre roster of Nordic talent.

Notably, People in Sport will exit the football industry entirely following the sale to focus exclusively on its handball operations.

The acquisition adds several rising stars to Wasserman’s books, including Elias Jelert, Martin Frese, and FC Midtjylland captain Mads Bech Sørensen, further diversifying a global stable that already features Fede Valverde, Manuel Akanji, and John Stones.

The commercial implication of the acquisition lies in the “bridge” it creates between Scandinavian talent and Wasserman’s global network.

For the organisation, this follows a string of takeovers, including International Football Management (IFM) in Switzerland (2024) and SportPlus in Belgium (2025).

Canadian Soccer Business Rebrands as CSME to Drive Integrated Media Strategy

Posted on February 13, 2026 by Courtney

Canadian Soccer Business (CSB) has officially rebranded as Canadian Soccer Media & Entertainment (CSME).

The announcement, made by Group CEO James Johnson, reflects the organisation’s evolution from a traditional commercial agency into a holistic hub connecting professional leagues, national teams, and fans through storytelling and broadcast innovation.

The new identity is built on what Johnson describes as a “self-reinforcing growth engine,” where elite football serves as the heartbeat, media acts as the amplifier, and business functions as the fuel.

The shift is designed to better support its major partners, including Canada Soccer and the Canadian Premier League (CPL), while providing a clearer value proposition for international brands as Canada prepares for the FIFA World Cup 2026.

Commenting on the, Group CEO of CSME, James Johnson, said: “Our organisation has evolved significantly, and this new identity reflects that evolution with clarity and intent.”

“CSME better captures who we are today and the role we play as a modern, ambitious, and collaborative organisation focused first and foremost on advancing soccer in Canada,” Johnson said.

The rebrand follows a series of moves under Johnson’s leadership, including the recent alignment of Premier Soccer Leagues Canada (formerly League1), and aims to broaden the company’s media portfolio.

This includes expanding beyond domestic rights to acquire international properties that feature Canadian players abroad, effectively shifting the program from “Canada soccer rights” to “soccer rights in Canada.”

While the structural assets of the company remain unchanged, CSME will continue to manage the broadcast distribution for the Men’s and Women’s National Teams, the TELUS Canadian Championship, and the CPL via its dedicated media platform, OneSoccer.

HART Sport Extends Naming Rights for Queensland Premier Netball Until 2029

Posted on February 13, 2026 by Courtney

Netball Queensland has secured a major four-year partnership extension with HART Sport, ensuring the Brisbane-based sporting equipment company remains the naming rights partner of the HART Premier Netball League (HPNL) through to 2029.

The deal reinforces HART Sport’s position as a cornerstone of the state’s netball ecosystem, with the total duration of the partnership set to exceed a decade by the end of the new term.

Commenting on the partnership extension, Netball Queensland CEO, Kate Davies, emphasised the importance of the partnership for the sport’s talent pipeline.

“HART’s ongoing support of the HART Premier Netball League provides thousands of players across Queensland with access to quality competition and clear pathways.”

“This renewal ensures stability and growth for netball in our state until at least 2029,” Davies said.

Noting that the association is built on mutual respect for the game’s impact, HART sports general manager, Adrian Killorn, said: “Their impact on the sport, from grassroots to elite performance, is something we greatly respect and closely aligns with our commitment to making sport accessible.”

Beyond naming rights, HART Sport retains its roles as the Official Partner and Official Ball Supplier of Netball Queensland, and an Official Partner of the Queensland Firebirds.

For HART Sport, the partnership offers brand visibility across all levels of the game, from grassroots regional carnivals to the high-performance environment of the Sapphire and Ruby divisions.

North Melbourne Kangaroos Secure Two-Year Footwear Deal with HOKA

Posted on February 13, 2026 by Courtney

North Melbourne has welcomed global performance brand HOKA as its Official Athletic and Lifestyle Footwear Partner for the next two seasons.

The partnership is focused in a dual-focus strategy: elite performance and community impact.

Beyond the senior playing list, HOKA has signed on as the Official Footwear Partner of The Huddle, North Melbourne’s award-winning community arm. This integration is designed to support the organisation’s social inclusion and education initiatives, which recently earned the inaugural Jim Stynes Club Community Program Award in 2025.

Commenting on the partnership, North Melbourne chief commercial officer, Orry Lack, said: “To have [HOKA] choose North Melbourne as a primary vehicle for their growth in the Australian market is a fantastic outcome for the club.”

“Their dedication to community connection mirrors our own passion for empowering young people,” Lack said.

Emphasising that the partnership is a cornerstone of their local strategy, general manager of HOKA, Matt Adams, said: “North Melbourne is one of the best gateways to drive [our] goal with their best-in-class community engagements.”

“We look forward to playing an active role in elevating the performance of the club and its community,” Adams said.

Under the terms of the agreement, HOKA will maintain a high-visibility presence across the club’s commercial assets, including prominent branding on the coaches’ boxes and major signage during home matches at Marvel Stadium and Blundstone Arena.

Chemist Warehouse Announce Two-Year Partnership with LIV Golf Adelaide

Posted on February 13, 2026 by Courtney

Chemist Warehouse has been announced as the Official Pharmacy of LIV Golf Adelaide for the next two years.

The collaboration aims to enhance the spectator experience by blending high-energy sport with a “fan-first” wellness ecosystem at The Grange Golf Club.

Commenting on the partnership, LIV Golf’s regional managing director of Australia, Ben Slack, said: “LIV Golf Adelaide is dedicated to delivering a bold and engaging event that goes beyond traditional sport.”

“By joining forces with Australia’s leading pharmacies, we can provide an innovative and immersive wellness presence on-site,” Slack said.

Deputy CEO of Retail at Chemist Warehouse, Mario Tascone, noted that the partnership reinforces the company’s mission to make health solutions accessible in high-impact environments.

The centrepiece of the deal is the Chemist Warehouse Clubhouse, an on-site experiential hub featuring a bespoke three-course mini putt-putt challenge. Each hole is branded to highlight the pharmacy’s key suppliers, including Muscle Nation, Advil, and Cetaphil.

To support the logistical needs of the expected record crowds, exceeding 100,000 fans across the February 12–15 weekend, the partnership includes a dedicated Chemist Warehouse Pro Shop. This facility provides fans, athletes, and crews with immediate access to first aid, sun protection, and skincare, ensuring the programme’s health and safety requirements are met during the South Australian summer heat.

Breitling Sails Announce World Surf League Partnership

Posted on February 13, 2026 by Courtney

Breitling has been named the Official Timing Partner of World Surf League Australia in a new three-year agreement that will see the Swiss watchmaker anchor its presence at the upcoming Bonsoy Gold Coast Pro.

Running from May 1–11, 2026, the event marks a historic return to the iconic Snapper Rocks, a venue celebrated for its technical precision and cultural weight in the surfing world.

Commenting on the partnership, World Surf League APAC President, Andrew Stark, said: “Breitling’s heritage of performance, innovation, and authentic connection to surf and ocean culture make it a natural partner for the World Surf League.”

“The Bonsoy Gold Coast Pro… demands precision and timing, values deeply rooted in Breitling’s DNA,” Stark said.

Managing director Oceania at Breitling, Lars Summers, highlighted that the partnership transcends traditional watchmaking, reflecting a lifestyle shaped by authenticity and a connection to the elements.

For the organisation, the deal provides a high-visibility platform during the World Surf League’s 50th year of crowning champions, ensuring its manufacture movements are synonymous with the split-second decisions that define elite surfing.

The partnership, which extends through at least 2028, positions Breitling at the intersection of high-performance sport and coastal luxury.

As the official timekeeper, the brand will be integrated into the live broadcast and will feature a major on-site activation at Snapper Rocks. This move aligns with Breitling’s “sea” pillar and its “Surfer Squad,” which includes global icons and longtime ambassadors Stephanie Gilmore, Kelly Slater, and Sally Fitzgibbons.

To celebrate the launch, Breitling has released the Superocean Heritage Oceania Edition, a regional exclusive for Australia and New Zealand. The timepiece features a Pacific-blue ceramic bezel and a sea turtle engraving on the caseback—a strategic nod to ocean conservation and navigation.

Inter Miami Surges to Top Spot in 2026 MLS Valuations

Posted on February 12, 2026 by Courtney

Inter Miami CF has officially overtaken LAFC to become the most valuable franchise in Major League Soccer, hitting a valuation of USD1.45 billion.

According to the latest Sportico data, the South Florida club saw a league-high 22% increase over the past year, fueled by Lionel Messi’s impact, which culminated in the franchise’s first MLS Cup title in December 2025.

The league-wide average valuation has climbed to USD767 million, up 6% from 2025. While the “haves” at the top of the table are seeing massive gains, a clear financial bifurcation is emerging. The top five clubs are now all valued above USD1 billion, while the bottom 12 clubs saw only a 2% average increase.

Notably, CF Montréal, Vancouver Whitecaps, and San Jose Earthquakes all saw their market values decline.

Rank	Club	2026 Valuation	1-Year Change
1	Inter Miami CF	USD1.45B	+22%
2	LAFC	USD1.40B	+9%
3	LA Galaxy	USD1.17B	+5%
4	Atlanta United	USD1.14B	+6%
5	NYCFC	USD1.12B	+12%
6	Seattle Sounders	USD915M	+11%
7	Austin FC	USD910M	+5%
8	Columbus Crew	USD800M	+10%
9	FC Cincinnati	USD790M	+9%
10	San Diego FC	USD765M	N/A

The “Messi vs. Son” Commercial Era

The 2026 season kicks off with a massive commercial spectacle: Inter Miami vs. LAFC at the 77,500-seat Memorial Coliseum. The venue shift highlights the immense drawing power of the league’s two highest-paid stars, Lionel Messi and Son Heung-min (who joined LAFC in 2025).

Strategic financial highlights include:

Revenue Growth: Inter Miami is projected to generate USD250 million in revenue for 2026, a figure that rivals many top-tier NBA and NFL teams.

Expansion Record: San Diego FC enters its second season valued at USD765 million, having paid a record USD500 million expansion fee.

Media Rights Pivot: The revised Apple deal now nets clubs approximately USD5 million after production costs, though a “sprint” season in 2027 will lead into a flipped winter-to-summer calendar aimed at maximizing global transfer windows.

Adelaide 36ers’ Shooting Hoops Foundation Reaches 28,000 Participants in 2025

Posted on February 12, 2026 by Courtney

The Adelaide 36ers have solidified their reputation for off-court social impact, with the club’s not-for-profit arm, the Shooting Hoops Foundation, engaging a record 28,192 participants across 66 schools and community settings in 2025.

The Foundation’s expansion included the launch of four new programs designed to address critical social issues, including adolescent wellbeing, migrant inclusion, and defence family resilience.

The commercial and social weight of the Foundation is driven by its five core pillars:

Health and Wellbeing
Leadership and Resilience
Culture and Social Inclusion
Development and High Performance; and STEM

Adelaide 36ers players were central to the organisation’s success, contributing more than 810 hours of direct community engagement to act as authentic role models for South Australian youth.

Among the flagship initiatives launched in 2025 was Beyond the Baseline, a personal development programme aligned with the Australian Curriculum for Year 10 and 11 students. The initiative provides practical tools for resilience and pressure management, responding to the increasing mental health challenges faced by teenagers.

Simultaneously, the Harmony Hoops programme targeted young people from migrant and refugee backgrounds to foster social cohesion and cultural understanding through the universal language of basketball.

The Foundation also expanded its reach into niche communities with the Defence Wellbeing and Positive Connections Program, supporting Australian Defence Force personnel and their families. This was complemented by the Teacher Ambassador Program, launched on World Teachers’ Day, which has already established a network of 50 educators to bridge the gap between elite sport and school-based wellbeing initiatives.

AFL and SAPA Strengthen “DRIVE” Leadership Program for 2026

Posted on February 12, 2026 by Courtney

The AFL has reinforced its commitment to off-field excellence by extending its partnership with Sports Advisory Partners Australia (SAPA) to deliver the DRIVE Advanced Leadership Program for the 2026 season.

Designed specifically for Club General Managers of Football, the initiative addresses the high-stakes strategic, regulatory, and governance challenges inherent in elite sporting environments.

The objective of DRIVE is to move beyond “learning on the job,” providing a structured environment where executives can sharpen decision-making and stakeholder management skills under the guidance of industry veterans.

This is particularly critical as the organisation prepares for a transformative 2026 season, which includes seven major rule changes and the historic return of AAMI AFL Origin.

The 2025 cohort established a new benchmark for cross-club collaboration, a factor AFL CEO, Andrew Dillon believes is vital for the health of the system.

“Footy clubs are emotional places… DRIVE brings together a really strong group of men and women from across the industry who have plenty to offer—and gives them the opportunity to build the leadership skills the role demands,” Dillon noted.

Mentorship remains a pillar of the program, with the 2026 faculty expected to draw on the expertise of seasoned leaders such as Brendon Gale, Peggy O’Neal AO, and Ameet Bains. By integrating contemporary leadership frameworks with real-world issues response, DRIVE ensures that the individuals managing the AFL’s multibillion-dollar football departments are equipped to protect their clubs’ reputations and people.