Page 2 – Ministry of Sport

GWS GIANTS Secure Unibet as Official Wagering Partner

Posted on February 26, 2026 by Courtney

The GWS GIANTS have announced a multi-year partnership with Unibet, part of the global gambling heavyweight FDJ United.

The agreement sees Unibet become the Official Wagering Partner for both the GIANTS’ AFL and AFLW programs.

The partnership aims to leverage Unibet’s international expertise in fan engagement to deliver enhanced match-day integrations and innovative digital content. The deal follows Unibet’s successful long-term collaboration with the Sydney Roosters, which the organisation cited as a blueprint for elevating the supporter experience in both men’s and women’s sport.

Commenting on the partnership, general manager of Unibet, Nathan Reeves, said: “We are incredibly excited to partner with the GWS GIANTS.”

“The club’s energy, ambition, and connection with its supporters align perfectly with our own values. We can’t wait to see the GIANTS win their first premiership and we are backing them to do it,” Reeves said.

Highlighting Unibet’s track record in supporting Australian sport from grassroots to the elite level, executive general manager of the GWS GIANTS, Alex Stanley, added: “Their work with global and local teams has proven their focus on responsible entertainment and innovation.”

“We look forward to working together to bring fresh experiences to GIANTS members and fans throughout the season,” Stanley said.

The collaboration focuses on creating “meaningful value” for the diverse communities across Greater Western Sydney.

Fans can expect to see Unibet’s presence across the GIANTS’ digital channels and on-field assets, with a particular emphasis on high-quality activations that treat the AFL and AFLW leagues with equal priority.

As part of the agreement, both organisations have underscored a shared dedication to Responsible Gambling. Unibet will prominently feature its suite of player management tools, including deposit limits and self-exclusion options, within its GIANTS-related marketing.

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AFL and Telstra Launch Optical Tracking Trial at Marvel Stadium

Posted on February 26, 2026 by Courtney

The AFL and Telstra have announced a leap in their sports technology, entering a two-year partnership with Champion Data to trial cutting-edge Optical Tracking Technology at Marvel Stadium.

The partnership, set to commence in mid-2026, positions the Docklands precinct as the league’s primary “test-bed” for innovations that could eventually be rolled out across all AFL venues.

The trial involves the installation of more than 40 high-definition cameras throughout the stadium, an upgrade from the 14-camera system currently used for ball tracking. This array will create a comprehensive data capture ecosystem, tracking every player and ball movement with centimetre-level accuracy and near-zero latency.

Commenting on the trial plans, AFL executive general manager of customer, commercial and technology, Bec Haagsma, said: “Optical tracking puts the AFL and Marvel Stadium at the forefront of how technology can shape the future of our game.”

“We’re excited to explore how this can enhance everything from player welfare and coaching to officiating and the fan experience,” Haagsma said.

Telstra and the AFL’s Multidimensional Impact

The technology trial is designed to deliver measurable results across five core strategic pillars:

Officiating Support: Providing advanced goal-line technology and adjudication tools to assist match officials in high-pressure, split-second decision-making.
Performance & Medical: Utilising high-quality vision for detailed injury prevention and real-time concussion assessment.
Coaching Innovation: Enabling real-time team structure analysis and the potential for virtual reality (VR) coaching content.
Fan Engagement: Integrating “Next Gen” stats into broadcast and digital content to provide deeper insights for supporters.

Commercial and Technical Foundation

To facilitate this data-heavy program, Telstra has completely rebuilt the network infrastructure at Marvel Stadium. The “converged network” integrates 4G, 5G, and Wi-Fi 6 to handle the massive data throughput required for live analytics.

Expressing his enthusiasm about the partnership, Telstra’s Group owner of IT software engineering, Nathan Gumley, noted: “We’re focused on building products that turn world-class network capability into world-class experiences.”

“This project is a perfect example of unlocking richer, faster insights that power more personalised digital experiences for fans,” Gumley said.

Building on Accessibility

The optical tracking trial also represents an expansion of the Telstra Touch and Track initiative.

Launched in 2025, the program uses haptic tablets to allow fans who are blind or have low vision to “feel” the game. The move to a 40-camera system will significantly enhance the tactile feedback, providing a more immersive and inclusive experience for the estimated 450,000 Australians living with vision impairment.

Kieren Perkins Reappointed to Lead ASC Through Brisbane 2032

Posted on February 25, 2026 by Courtney

The Australian Sports Commission (ASC) has secured the long-term leadership of Kieren Perkins OAM, confirming his reappointment as chief executive officer for a further five years.

The move ensures continuity as the nation’s sporting sector enters a critical “green and gold” runway leading into the Brisbane 2032 Olympic and Paralympic Games.

The former Olympic swimming champion, who first took the helm in early 2022, will now remain in the role through to 2031. His tenure has been marked by a shift toward a “symbiotic” sporting system, balancing elite success at the Australian Institute of Sport (AIS) with record-level engagement in grassroots participation.

Commenting on Perkin’s reappointment, Minister for Sport, the Hon Anika Wells, said: “As Brisbane 2032 approaches, it’s crucial the Australian Sports Commission has a reliable and respected set of hands at the wheel.”

“Kieren is one of Australia’s most effective and esteemed sports administrators,” Hon. Wells said.

A $249.7m Infrastructure Legacy

Expressing his commitment to creating a lasting legacy that extends beyond the podium, former olympian, Perkins, said: “The collaborative approach the sector is taking through this exciting period will ensure sport continues to play a pivotal role in the lives of all Australians.”

“I look forward to creating a sporting legacy that will benefit all Australians for generations to come,” Perkins said.

The reappointment goes along with the commencement of the AIS Podium Project, a once-in-a-generation $249.7 million revitalisation of the AIS campus in Canberra.

The project, which recently saw the demolition of the 40-year-old Athletes’ Village to make way for world-class testing and training centres, is the largest upgrade to the facility since its establishment in 1981.

ASC’s Strategy: ‘Play Well’ and ‘Win Well’

Under Perkins’ initial four-year term, the ASC launched two foundational strategies that have redefined the organisation’s commercial and operational priorities:

Play Well: The national sport participation strategy aimed at making sport more inclusive and accessible across all demographics.
Win Well: A high-performance strategy that prioritises athlete wellbeing and sustainable success alongside podium results.

ASC Chair Kate Jenkins AO noted that Perkins’ focus on collaboration has led to “significant milestones” and record government funding to support these initiatives.

Rugby World Cup – World Rugby Reports Reveal £294.7m Financial Gain from RWC 2025

Posted on February 25, 2026February 25, 2026 by Courtney

World Rugby has released two publications confirming that the Women’s Rugby World Cup 2025 has fundamentally reshaped the sport’s commercial and strategic landscape.

The Women’s Rugby World Cup 2025 Impact Report and the Impact Beyond 2025 Global Impact Report revealed that the tournament delivered a massive EURO294.7 million (AUD482.1 million) economic boost to England, with more than 80% of that value generated outside of London.

The event, hosted across eight cities including Sunderland, Exeter, and Manchester, broke every major performance metric for the women’s game. Total ticket sales reached 444,465, tripling the attendance of the 2021 edition, culminating in a world-record crowd of 81,885 for the final at Allianz Stadium in Twickenham.

Commenting on the released publication, World Rugby chair, Brett Robinson, said: “Women’s Rugby World Cup 2025 was a phenomenal celebration of our sport.”

“It inspired new audiences, set new benchmarks for excellence, and proved what our game can deliver when we invest boldly in women’s sport,” Robinson said.

Commercial Surge and Media Value

The tournament served as a powerful proof of concept for investors and governments. Unprecedented visibility drove a 330% increase in sponsorship revenues compared to the previous cycle. Key commercial highlights include:

Media Value: The tournament delivered EURO201 million (AUD331 million) in media value for its partners.
Global Reach: Broadcast viewing hours surged by 336% to 147 million hours, while social media impressions surpassed the one billion mark.
Partner Retention: Four out of five Principal Partners have already extended their commitment to women’s rugby following the tournament’s success.

Global Legacy: The ‘Impact Beyond’ Program

While the economic impact was concentrated in England, the strategic legacy has a global footprint. Through the Impact Beyond 2025 program, more than 35,500 teenage girls took up rugby across 42 unions, including emerging markets such as Nigeria and Laos.

The report also highlighted a record 32% female coach representation at the tournament, up from 15% in 2021, fuelled by the Gallagher High Performance Academy.

With the 2025 cycle complete, World Rugby is now turning its attention to Australia for the 2027 Men’s RWC and 2029 Women’s RWC, using the “England Model” of regional distribution and purpose-led marketing as the blueprint for future growth.

MLB and TikTok Expand Global Partnership

Posted on February 25, 2026 by Courtney

As players report to Spring Training in Arizona and Florida, Major League Baseball (MLB) and TikTok have announced a multi-year content partnership designed to leverage the platform’s burgeoning sports community.

The agreement focuses on exclusive creator access and a new player engagement initiative, aiming to convert viral “second-screen” moments into measurable commercial growth.

The expansion comes as baseball establishes itself as one of the fastest-growing niches on the platform; content using #MLB grew nearly 60% in 2025. International engagement has been particularly explosive, with MLB reporting a 426% surge in views from Japan and a 710% increase in Korea during the 2025 World Series alone.

Commenting on the partnership, MLB executive vice president of media & business development, Kenny Gersh, said: “The expansion of our TikTok partnership will showcase even more great baseball content to audiences of all ages.”

“TikTok provides a valuable opportunity to further build the increasing worldwide excitement surrounding MLB and its diverse group of international superstars,” Gersh said.

Empowering the ‘Athlete-Creator’

A primary focus for 2026 is the MLB Player House, a custom setup in the Arizona desert (and soon Miami) where TikTok has established an exclusive lounge. Here, dedicated sports creators work directly with Major Leaguers to co-create authentic content, helping players build their personal brands beyond the diamond.

Expressing his enthusiasm about the partnership, TikTok’s global head of sports partnerships, Rollo Goldstaub, added: “Baseball culture is exploding on TikTok, and this partnership reflects our shared commitment to meeting fans where they are.”

“TikTok GamePlan gives MLB the tools to turn fandom into measurable business results… from walk-off celebrations to clubhouse moments,” Goldstaub noted.

The ‘TikTok GamePlan’

Central to the expanded deal is the permanent integration of TikTok GamePlan, a bespoke strategic suite of tools launched globally in late 2025. The suite allows MLB to bridge the gap between short-form consumption and tangible business outcomes:

Commercial Conversion: Anchor links on videos drive fans to in-app destinations to check schedules, buy tickets, and add games to digital calendars.
Second-Screen Dominance: With 85% of fans using TikTok during live games, the “MLB Hub” will provide real-time updates and weekly roundups.
International Discovery: Specialized accounts including @mlbeurope and @mlbmexico will use the GamePlan suite to deliver localized content to emerging markets.

Archivally Powered Storytelling

For the first time, select TikTok creators will gain access to MLB’s current and archival content. This allows creators to “remix” historic baseball moments for a modern audience, a strategic move intended to deepen the connection with Gen Z and Alpha demographics.

Throughout the season, the league will also share long-form recaps and weekly “best-of” reels to maintain year-round engagement beyond the 162-game schedule.

University of Queensland Extends Partnership with Netball Queensland

Posted on February 25, 2026 by Courtney

The University of Queensland (UQ) has reinforced its long-term commitment to female sport and education, renewing its Premier Partnership with Netball Queensland and the Queensland Firebirds for a further three years.

The extension ensures that by the conclusion of the new term in 2028, the collaboration will have spanned 13 years, making it one of the most enduring alliances in Australian netball.

The deal focuses on high-performance research, grassroots engagement, and the continuation of the UQ Firebirds Scholarship program, which provides four annual scholarships to Year 12 students to bridge the gap between elite sport and academic ambition.

Commenting on the partnership extension, University of Queensland vice-chancellor, professor Deborah Terry, said: “This work represents a shared commitment to creating genuine pathways to tertiary education for young Queenslanders.”

“We strongly encourage students from all backgrounds, particularly regional, remote, and Aboriginal and Torres Strait Islander communities, to apply,” Terry said.

Regional Engagement and the Vicki Wilson Championship

A central pillar of the renewed agreement is a heightened focus on regional Queensland. UQ will activate a dedicated competition within the Vicki Wilson Championship, the state’s premier secondary school netball tournament. The preliminary rounds are scheduled to run from April to June 2026, culminating in the Finals Series at Nissan Arena on 6–7 August.

Commercial and Operational Stability

The renewal comes at a vital time for Netball Queensland as it rolls out its 2026-2028 Plan, themed ‘Go for Growth’. Under the leadership of CEO Kate Davies, the organisation has reported a 9.8% surge in unique participation rates.

The University of Queensland partnership provides the commercial stability required to maintain Nissan Arena as a premier multi-sport hub while supporting the Firebirds through the 2026 Suncorp Super Netball (SSN) season, which kicks off at home against the Melbourne Vixens on 15 March.

“The UQ Firebirds Scholarship program has created life-changing opportunities, particularly for students from regional and remote areas,”

“This partnership extension to 2028 demonstrates our shared commitment to opening doors beyond the court,” Davies closed.

Sarah Coyte Appointed to Lead New Sydney Thunder T20 Youth Academy

Posted on February 25, 2026 by Courtney

Sydney Thunder has appointed World Cup winner, Sarah Jane Coyte, as the inaugural T20 Youth Academy director.

The move is a cornerstone of the Thunder’s new push to dominate the Western Sydney talent pathway, providing specialised T20 coaching to aspiring cricketers aged 10–16.

Coyte brings an unparalleled resume to the role, including two ICC T20 World Cup titles and an incredible 10 Women’s National Cricket League (WNCL) championships. Her appointment follows the Academy’s launch late last year in partnership with Century Cricket, aimed at meeting the soaring demand for high-performance T20 development.

Commenting on her new position, Coyte, said: “I’m very excited to take on the role of Sydney Thunder Youth Academy Director.”

“This Academy has factored in all the traits and training that take a player’s game to the next level. Being part of the Thunder Youth Academy is the next step for any aspiring kids to become the best cricketer they can be.

“Over the course of the academy, I’m looking forward to watching kid’s games develop not only with bat and ball, but with game knowledge and leadership skills.

“I’m also looking forward to helping the coaches develop their skills working with different age groups and abilities,” Coyte noted.

High-Performance Leadership

Coyte’s international experience, including being named Player of the Final in Australia’s 2014 T20 World Cup victory, is expected to provide a “new level of expertise” to the coaching staff. The Academy structure is designed to be inclusive, offering specialized coaching across different age groups and abilities.

While Term 1 enrolments have officially closed, Terms 2-4 remain open for registration. The next 6-week intensive program is scheduled to commence on Monday, 4 May 2026.

New Zealand Rugby Restructures Leadership as Chris Lendrum Departs After Two Decades

Posted on February 25, 2026 by Courtney

In an important development for New Zealand Rugby (NZR), general manager of professional rugby and performance, Chris Lendrum, has announced his decision to step down after two decades of dedicated service.

Lendrum will finish his executive tenure at the end of May but will remain engaged with New Zealand Rugby in a consulting capacity for critical professional rugby initiatives through to the end of 2026.

Lendrum’s influence on New Zealand’s professional rugby has been profound, having served on the NZR Executive since 2020. His responsibilities highlights high-performance oversight for both men’s and women’s rugby, the management of national tournaments and competitions, as well as oversight of professional player management and the Super Rugby Clubs.

In addition, during his time at NZR, Lendrum has played a crucial role in securing and retaining top talent amidst a fiercely competitive global landscape. His leadership was instrumental in driving investment into women’s high performance and navigating the professional game through the unprecedented challenges posed by the Covid-19 pandemic.

Expressing his deep appreciation for Lendrum’s long-standing contributions to the sport, reflecting on their professional relationship that spans nearly two decades, Interim CEO, Steve Lancaster, said: “Chris has grown into an internationally respected sporting leader and has made an enormous contribution to rugby in New Zealand.”

He acknowledged Lendrum’s integrity and commitment to the game, emphasising that he would continue to be involved in discussions centred around evolving NZR’s High Performance leadership structure.

Echoing his sentiments, Chris Lendrum remarked on his lengthy tenure with NZR, highlighting the privilege of working alongside remarkable individuals in the sport.

“Together, we’ve seen plenty of success, although sometimes we haven’t achieved goals that we and the country all wanted so dearly,” he noted.

Lancaster confirmed that a new rugby structure will be rolled out at the end of May, with the organisation’s refreshed strategy prioritising consistent victories for the national teams, supported by robust performance pathways for players and coaches.

A newly created high performance director role will be tasked with overseeing the performance of national teams, especially the All Blacks, reporting directly to the CEO.

On another note, a chief rugby officer position will be established and filled by Lancaster after his interim term ends, overseeing professional rugby operations, community engagement, and stakeholder relationships.

Recruitment for the High Performance Director is set to commence immediately, marking a new chapter in NZR’s journey towards elevating its rugby framework.

SEN Secures Exclusive Las Vegas Return for 2026 NRL Season Opener

Posted on February 25, 2026 by Courtney

Sports Entertainment Network (SEN) is set to lead the Australian airwaves from the United States once again, confirming it will deliver live, on-site coverage of the National Rugby League’s (NRL) 2026 season-opening double-header from Allegiant Stadium.

The 2026 “Vegas Triple-Header”, which includes a Super League clash between Hull KR and Leeds Rhinos, will be headlined by two blockbuster NRL fixtures on Sunday, 1 March (AEDT). The Newcastle Knights face the North Queensland Cowboys at 1:15 pm, followed by the Canterbury Bulldogs taking on the St George Illawarra Dragons at 3:30 pm.

Commenting on the announcement, SEN CEO, Craig Hutchison, said: “Last year’s broadcast showed just how much appetite there is for rugby league on a global stage.”

“We’re proud to return to Las Vegas with an even bigger presence, a world-class commentary team, and a commitment to giving fans back home the closest seat to the action,” Hutchison said.

Broadcast and Commentary Team

SEN has assembled a high-profile commentary team to lead the coverage from the ground in Nevada. Expert play-by-play and analysis will be provided by:

Jimmy Smith: Veteran broadcaster and former NRL player.
Chad Townsend: North Queensland Cowboys premiership winner.
Tim Mannah: Former Parramatta Eels captain and New South Wales representative.

The network is leveraging its proprietary SEN Stadium and SEN Sync technology to provide zero-latency listening for fans both inside Allegiant Stadium and back in Australia. The goal is to bridge the 12,000-kilometre gap, providing a seamless “live” experience for listeners across the Sydney (1170am), Brisbane (693am), and Melbourne (1116am) markets.

Expanding the Vegas Footprint

Beyond the 80 minutes of play, SEN is increasing its program output from the U.S. capital of entertainment. The network will host several live flagship shows from the Vegas strip, including:

Kick Off with Jimmy & Chad: Special editions airing Friday, 27 February and Monday, 2 March.
The Front Office with Andrew Voss: Three live broadcasts on Wednesday, 25 February, Thursday, 26 February, and Monday, 2 March.

Commercial Activation: Clubs NSW Partnership

To further localise the international event, SEN has partnered with Clubs NSW to host official outside broadcast “watch parties.” These events at Canterbury Leagues Club and Wests Illawarra aim to drive foot traffic into local venues, featuring roving Elvis emcees, Vegas showgirls, and live broadcasts hosted by Brenton Speed, Justin Horo, and Brett Kimmorley.

Craig Tiley to Depart Tennis Australia

Posted on February 25, 2026 by Courtney

Tennis Australia (TA) has confirmed that long-standing chief executive, Craig Tiley, has resigned to accept the role of CEO at the United States Tennis Association (USTA).

The appointment, announced today following months of industry speculation, marks the end of a transformative 21-year era for Australian tennis.

Tiley, who has held the dual roles of Tennis Australia ehief executive and Australian Open tournament director since 2013, will remain in Melbourne through the coming months to oversee a transition period.

He is expected to formally assume leadership of the USTA, the world’s largest national tennis governing body, by mid-2026, ahead of the US Open in New York.

Commenting on his decision, Tiley, said: “Leading this team has been the privilege of my life.”

“I am incredibly proud that Tennis Australia is now recognised globally as the player’s partner and the benchmark for the sport, events, and entertainment,” he expressed.

A Legacy of Unprecedented Growth

Since joining the organisation in 2005 as director of player development, Tiley has been the primary architect of the Australian Open’s evolution into a “Grand Slam of Asia-Pacific.” Under his watch, the tournament became a record-breaking commercial powerhouse, with the 2026 event recently concluding with a record 1.36 million fans through the gates at Melbourne Park.

Key Achievements under Tiley’s Tenure:

Infrastructure Transformation: Oversaw the multi-billion dollar redevelopment of the Melbourne Park precinct.
Participation Surge: Drove an 8% increase in national participation last year alone, bolstered by the “Hot Shots” junior program.
Global Innovation: Launched the “One Point Slam” and significantly expanded the AO’s digital and broadcast footprint into untapped Asian markets.

Strategic Search for Successor Commences

Tennis Australia chair, Chris Harrop, confirmed that the board has engaged international executive search firm Egon Zehnder to find Tiley’s replacement. A critical point of discussion for the board will be whether to maintain the “all-powerful” structure of a joint CEO and tournament director or split the roles into two distinct positions.

Commenting on the announcement, Harrop, shared: “The fact that Craig has been selected for one of the biggest roles in global sport is a testament to the strength of our organisation.”

“We have commenced an internal and external search for a new CEO and look forward to an orderly transition,” Harrop added.

Early frontrunners to fill the void include Stephen Farrow (TA chief events officer), Peter Johnston, and former AFL CEO Gillon McLachlan, who has been frequently linked to major sporting vacancies.

Commercial Implications for 2026 and Beyond

Tiley has committed to outlining a five-year strategy for the Tennis Australia board before his final departure to ensure the “Summer of Tennis” remains a premier asset on the global calendar.

NFL Touches Down in Fiji for Flag Football Expansion

Posted on February 24, 2026 by Courtney

The National Football League (NFL) has officially launched its first community outreach in Fiji, marking a milestone in the league’s strategic Asia-Pacific expansion.

The visit, which commenced this week, features a series of “Come and Try” clinics and coaching accreditation programs designed to establish a permanent footprint for Flag Football in the Pacific ahead of its Olympic debut at the Los Angeles 2028 Games.

The delegation, led by NFL Australia & New Zealand general manager, Charlotte Offord, includes Australian-born Denver Broncos tight end Patrick Murtagh. Murtagh, a product of the International Player Pathway (IPP) program, is serving as a global ambassador to help identify the region’s next generation of elite crossover athletes.

The NFL stated following the opening session in Suva, saying: “Building sustainable pathways and empowering local leaders is how we create lasting impact, and today was a powerful first step.”

“We brought the game to Suva and the response was incredible, with over 300 youth eager to learn the fundamentals of flag football,” the organisation said.

The Pacific Frontier

The expansion into Fiji follows the NFL’s announcement of a record nine international regular-season games in 2026, including a historic debut in Melbourne, Australia.

During his school visit in Suva, Patrick Murtagh, who transitioned from the AFL to the NFL, noted the natural synergy between Fijian sporting culture and American Football.

“The energy and serious talent on the field here is exactly what we’re looking for.”

“We want to give these kids a path to the biggest stage in the world,” Suva noted.

The initiative is supported by the U.S. Embassy in Suva and various local government agencies, underscoring the “soft diplomacy” value of the NFL’s international program. With more clinics scheduled for Lautoka and Sigatoka later this week, the NFL is positioning Fiji as a central hub for its broader Oceania operations.

Strategic Pathway Development

The Fiji mission is built on a two-tier commercial and athletic strategy: driving mass participation through Flag Football while scouting elite talent for the NFL Academy.

Flag Football Growth: A non-contact version of the game that aligns with the NFL’s global “Play60” health initiative and its 2028 Olympic ambitions.
Talent Identification: Scouts are actively monitoring the clinics for athletes aged 15–18 who may qualify for the IPP or the NFL Academy in the UK and USA.
Coaching Sustainability: The league has already accredited 30 new local coaches in Suva to ensure the sport continues to grow after the delegation departs.

Global Momentum Surges as LA28 Surpasses 5 Million Ticket Registrations

Posted on February 24, 2026 by Courtney

Following the close of the Milano Cortina 2026 Winter Games, the LA28 Organising Committee has announced a record-shattering 5 million registrations for its Ticket Draw.

The surge represents a global appetite for the 2028 Summer Games, with an average of 100,000 new daily registrations recorded since the window opened on 14 January.

The demand spans all 50 U.S. states and includes fans from 194 countries, signaling a massive commercial trajectory for the first Olympic Games to be held in the United States since 1996. The milestone follows a historic first 24 hours in which 1.5 million fans registered, a figure that eclipsed the opening-day interest for Tokyo, Paris, and Milano Cortina combined.

Commenting on the achievement, LA28 CEO, Reynold Hoover. “As a historic Winter Games concludes, we celebrate the incredible athletes and achievements of so many,”

“We are grateful for the millions of people who have expressed interest in joining us in LA in 2028 where more of these stories and dreams will come to life,” he said.

LA28’s Commercial & Planning Milestones

The ticketing frenzy goes along with LA28’s robust financial performance. In late 2025, the organisation confirmed it had surpassed USD2 billion (AUD2.8 billion) in commercial sponsorship revenue, putting it well on its way to a USD2.5 billion (AUD3.5 billion) target.

The budget, currently estimated at USD7.15 billion (AUD21.24 billion), is shielded by private funding, high-tier partnerships with brands like Delta, Comcast, and Nike, and a “no-new-permanent-infrastructure” strategy.

A “Games for the Nation”

The LA28 program is uniquely decentralised, featuring 51 sports across more than 50 venues. While Los Angeles remains the hub, the “strategic footprint” extends to Oklahoma City for Softball and Canoe Slalom, and several U.S. cities for the Football tournament, including New York, Nashville, and San Jose.

Strategic Integration Highlights:

New Sports: Debut of Flag Football and Squash, alongside the return of Cricket (T20), Baseball/Softball, and Lacrosse.
Volunteer Surge: Over 215,000 global expressions of interest for the LA28 Volunteer Program presented by Delta Air Lines.
Ticketing Logistics: Powered by AXS and EVENTIM, individual tickets start as low as USD28 (AUD39.64) to ensure broad community accessibility.

Fans who do not reach the 12-ticket maximum in the first drop will be automatically entered into subsequent draws.

For those seeking premium access, official hospitality provider On Location has opened a deposit campaign for luxury packages including private suites and shared lounges.

Eagle Farm Joins ‘Mega Day of Sport’ for Queensland’s 167th Birthday Celebrations

Posted on February 24, 2026 by Courtney

Eagle Farm Racecourse will become the epicentre of the 2026 Queensland Racing Carnival on 6 June, as the $700,000 Group 1 Queensland Oaks joins a blockbuster statewide “Mega Day of Sport” to celebrate Queensland Day.

The Crisafulli Government confirmed the addition of the prestigious 2200m fillies’ classic to a stacked schedule of all-Queensland derbies across the NRL, AFL, and Super Netball.

The announcement positions the Sunshine State as the “centre of the sporting universe” for its 167th birthday, with racegoers encouraged to wear maroon to the track. The day also features the $200,000 Queensland Day Stakes, providing a total of $900,000 in feature prize money for the meeting as part of the broader $28 million Winter Carnival.

Commenting on the announcement, Premier David Crisafulli, said: “We are working to deliver the most magnificent offering of Queensland sporting action on this important date.”

“So much of what we love about this great State revolves around sport, so let’s savour the mega sporting feast coming on June 6,” he said.

Noting how the addition of Oaks Day, famously won by champion mare Winx in 2015, adds historical prestige to the modern celebrations, CEO of the Brisbane Racing Club, Karl de Kroo, noted: “Eagle Farm will become an epicentre for celebrations.”

“This is about highlighting the strength, passion, and tradition of racing in our great state,” Mr de Kroo said.

All-Queensland Matchups

The scheduling ensures that every major professional code features a head-to-head battle between Queensland-based rivals. This “Maroon vs. Maroon” format is designed to drive record attendance and broadcast figures across the state’s regional and metropolitan hubs.

Strategic Significance and Olympic Roadmap

The coordination of these events represents a commercial undertaking by the Department of Sport, Racing and Olympic and Paralympic Games.

By aligning the state’s birthday with its most recognisable sporting brands, the government aims to cement Queensland’s reputation as the “home of Australian sport” as the state builds momentum toward the Brisbane 2032 Olympic and Paralympic Games.

With more sporting events expected to be added to the calendar in the coming months, the June 6 celebrations are set to provide a massive economic growth for the tourism and hospitality sectors across the South East and North Queensland.

Chelsea Football Club Secures IFS.ai as Principal Partner

Posted on February 24, 2026 by Courtney

Chelsea Football Club has officially announced a multi-year global partnership with IFS, to elevates them from Industrial AI leader to Principal Partner status.

The agreement, effective immediately, saw the “IFS.ai” branding debut on the men’s first-team shirts during their Premier League fixture against Burnley last weekend, and on the women’s kit for their FA Cup tie against Manchester United.

While the financial terms remain undisclosed, the organisation has structured the deal as a two-stage commercial play. IFS will serve as the primary front-of-shirt sponsor for the remainder of the 2025/26 season, before transitioning into a long-term global technology partner role through to 2028.

Commenting on the partnership, president of Chelsea FC, Jason Gannon, said: “We are incredibly proud to partner with IFS and leverage their leading-edge AI software to help propel the club to even greater success.”

“This partnership is a statement of intent… unlocking the power of AI to improve everything we do on and off the pitch,” Gannon said.

Echoing his sentiments, CEO of IFS, Mark Moffat, added: “In sport as in industry, the margins are small and the stakes are high.”

“That shared ambition is exactly why we’re proud to be their Principal Partner,” Moffat noted.

Strategic Integration: From Factory to Field

The partnership goes beyond traditional logo placement, positioning Chelsea as a “live testbed” for Industrial AI. IFS, a Swedish-founded firm with a EURO15 billion (AUD25 billion) valuation, will deploy its cloud-based IFS.ai platform to streamline the club’s complex operations.

Key Integration Pillars for Chelsea FC:

Performance Analysis: Using AI agents to process training-ground data and manage player workloads to gain marginal on-pitch advantages.
Operational Precision: Applying industrial-grade automation to stadium logistics, matchday staffing, and infrastructure management at Stamford Bridge and Cobham.
Fan Engagement: Enhancing real-time analytics to personalise the digital experience for Chelsea’s global fan base of millions.

The deal marks Chelsea’s 14th global partner and follows the club’s recent strategy of avoiding undervalued long-term contracts.

Minns Government Inks $15.3 Million Deal for PCYC NSW Dubbo Sports World Upgrade

Posted on February 24, 2026 by Courtney

The Minns Labor Government has announced a $15.3 million partnership with PCYC NSW to deliver a major infrastructure upgrade to PCYC Dubbo Sports World.

The investment, revealed this week, marks a shift in the region’s sporting landscape, modernising one of Western NSW’s important youth hubs to meet national competition standards.

The funding comprises a $10.4 million contribution from the NSW Government’s Regional Development Trust Fund, with PCYC NSW co-investing $4.9 million. The redevelopment aims to address long-standing capacity issues in Dubbo, where existing facilities have struggled to accommodate the city’s surging indoor sports participation rates.

Commenting on the funding, Minister for Regional NSW, Tara Moriarty, said: “This investment is another demonstration of our Government’s targeted and cost-effective approach to developing facilities that are game changers for young people in Dubbo and western NSW.”

“Giving PCYC the infrastructure they need means more programs, more stability, and more opportunities for young people who deserve every chance to succeed,” Moriarty said.

The upgraded facility will also house dedicated Police Youth Engagement Officer office, facilitating a permanent frontline link between local law enforcement and the community.

Stating how the funding would allow the organisation to significantly expand its diversionary program offerings, PCYC NSW CEO, Ben Hobby, shared: “The partnership between the NSW Government and PCYC changes the paradigm for youth and families in Dubbo and the surrounding region.”

“The funding will allow us to significantly expand our sport and recreation offerings, while further strengthening the delivery of our life-changing programs,” Mr Hobby said.

PCYC NSW Dubbo Sports World Upgrades

The project focus is an extensive overhaul of the existing “Sports World” footprint on Sheraton Road. Commercial and operational upgrades include:

High-Performance Courts: A major upgrade of the two existing sports halls to meet specification standards for multi-sport regional and national competitions.
Advanced Tech Integration: Installation of new mechanical backboard systems, digital scoreboards, and professional-grade audio-visual fit-outs.
Youth & Wellness Hub: Construction of a large-scale youth hub and fitness gym, alongside multi-purpose program rooms and learning spaces.
Front-of-House Amenities: A complete rebuild of the foyer and reception area, including a new café, staff offices, and compliant amenities to improve the participant experience.