Page 3 – Ministry of Sport

Queensland Government Launches “Sport Hub Queensland”

Posted on December 17, 2025December 17, 2025 by Courtney

The Queensland Government has introduced an initiative with the launch of Sport Hub Queensland (Sport HQ), a free and accessible online platform designed to strengthen the governance and operational capabilities of the state’s sport and racing sectors.

This initiative is explicitly positioned to prepare local organisations for the upcoming 2032 Olympic and Paralympic Games and ensure their long-term viability beyond the event.

Sport HQ is designed as a centralised, collaborative, and future-focused resource, providing essential tools, templates, and videos across critical operational areas, including:

Governance and Financial Management
Volunteer Recruitment and Retention
Participation and Pathways Development
Games Readiness

The creation of this platform is a direct strategic investment by the government to standardise best practices and improve management across all levels of the sporting and racing communities, regardless of an organisation’s size or location.

This ensures the entire state maximises the commercial and social honour derived from hosting the 2032 Games.

This resource will align with the new 10-year Sport Strategy for Queensland, which is scheduled to be unveiled in early 2026.

By providing practical resources and a unified platform, the government is establishing a comprehensive program to build a more resilient and high-performing sporting ecosystem capable of supporting both elite competition and grassroots participation growth.

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Adelaide 36ers and Apex Steel Extend High-Value Partnership

Posted on December 17, 2025December 17, 2025 by Courtney

The Adelaide 36ers NBL club has renewed its long-standing partnership with Apex Steel for an additional three years, extending the relationship through to the end of the NBL29 season.

This multi-year extension confirms the strength of one of the club’s most enduring commercial relationships and provides vital financial stability for the basketball organisation.

The agreement ensures the “Apex Steel logo will again feature prominently on the back of the Adelaide 36ers jersey,” a key piece of high-value broadcast and in-arena branding that has become a familiar part of the club’s presentation.

Highlighting the alignment beyond simple sponsorship, Adelaide 36ers CEO, Nic Barbato, said: “Apex Steel has been an incredible supporter of our club for a long time, and we are thrilled to continue this partnership for another three years.”

“Their belief in what we’re building is genuinely appreciated, and we’re proud to carry their brand on our jersey once again,” Barbato noted.

Apex Steel owner, John Konstandopoulos, confirmed this commitment, stating his organisation is delighted to extend its commitment to the 36ers for a further three seasons, expressing approval of the direction the club is heading in and the culture it is continuing to build, both on and off the court.

Gumbuya World Renews as Melbourne Stars Hydration Partner

Posted on December 17, 2025 by Courtney

Gumbuya World Theme Park has officially extended its partnership with the Melbourne Stars Big Bash League (BBL) franchise, renewing its commitment as the club’s Hydration Partner for the upcoming WBBL|11 and BBL|15 seasons.

This multi-year renewal strengthens the commercial link between the cricket organisation and the theme park, which is strategically located in the Stars’ core supporter base in Melbourne’s south-east.

Commenting on the partnership, Melbourne Stars general manager, Max Abbott, said: “I know a number of our players and their families had an outstanding experience visiting the Theme Park last summer.”

“I know our players can’t wait to return with their families this summer,” Abbott said.

The renewal confirms the successful initial run, head of marketing at Gumbuya World, Kirsty Balthazaar-Proctor, stated that the park is excited to build on their partnership, and dial up the summer fun even more.

The partnership is a commercially smart alignment, as both brands are synonymous with “summer holiday fun.”

The sponsorship agreement ensures high visibility for Gumbuya World throughout the season, with branding prominently featured on the hydration player vests and within the team dugout, guaranteeing broadcast exposure across the domestic cricket calendar.

A key element of the commercial program is the direct value provided to the club’s fan base.

The agreement includes providing fans and members with exclusive offers and discounts to visit Gumbuya World, encouraging ticket holders to become theme park customers during the peak holiday period.

This cross-promotion increases the Stars’ marketing channels to drive patronage for the partner.

Cricket Australia to Lead Tributes for Bondi Victims at Third Ashes Test

Posted on December 16, 2025December 18, 2025 by Courtney

Cricket Australia has confirmed a series of formal commemorations for the third Ashes Test at Adelaide Oval, as the sporting world reacts to the tragic shooting at Sydney’s Bondi Beach.

Players from both Australia and England will wear black armbands throughout the match to honour the fifteen victims of the Sunday attack.

The tributes, which include a performance by folk icon John Williamson and a nationwide moment of silence, underscore the sport’s role as a platform for national unity during periods of crisis.

The logistical scale of the tribute reflects the gravity of the event, which occurred during the first night of Hanukkah.

Flags at Adelaide Oval will be flown at half-mast, and the pre-match ceremony on Wednesday will be expanded to include a silent reflection prior to the ‘Welcome to Country’ and national anthems.

Cricket Australia chief executive, Todd Greenberg, noted that while the match occurs under somber circumstances, the event provides a unique commercial and social opportunity to bring millions of viewers together in a collective act of remembrance.

Security protocols for the sold-out fixture have been reinforced following the attacks.

South Australian Premier, Peter Malinauskas, announced that additional measures would be implemented at the venue as a precaution, given the high-profile nature of the Ashes.

The emotional impact of the tragedy has resonated deeply within the playing group, particularly with Australian captain, Pat Cummins, a resident of the Bondi area.

“It hit home pretty hard. I really feel for the Bondi community, and Jewish community in particular,” Cummins said.

England captain, Ben Stokes, echoed these sentiments, describing the “silence” in the England team room as the touring side processed the news from their hotel in Adelaide.

Strategic leadership from Cricket Australia aims to use the platform to reinforce multicultural values, specifically through Williamson’s performance of ‘True Blue.’

Greenberg highlighted the importance of this choice, stating that the song represents Australians from all backgrounds sharing the same hopes and aspirations.

The organisation remains in consultation with relevant stakeholders to determine long-term support initiatives for the affected communities.

Gold Coast Titans Leverage Squad and Blockbuster Fixtures to Drive 2026 Ticket Sales

Posted on December 16, 2025 by Courtney

The Gold Coast Titans have officially launched ticket sales for the 2026 Telstra NRL and NRLW Premiership Seasons, banking on a revitalised squad under new head coach, Josh Hannay, and the scheduling of blockbuster home games to drive commercial growth and attendance at Cbus Super Stadium.

Tickets start from $38, providing a direct entry point for general fans, but the commercial strategy heavily prioritises membership conversion.

The club is strategically using two highly anticipated marquee matchups, against the Brisbane Broncos (Round 5) and the New Zealand Warriors (Round 22).

Tickets for these two key games are exclusively reserved for Titans Members. To gain access to these fixtures, fans are directed to purchase the 2-Game Flexi membership from only $59, ensuring an immediate conversion of high-demand single-game interest into a long-term membership commitment.

This membership tier provides reserved seating for any two home games of choice and access to the Members-Only Bar.

The commercial strategy for the 2026 season aims for greater fan affinity and commitment.

The Titans’ organisation is running an extensive membership program, including the option to pay a $5 deposit and the rest in interest-free instalments from February 2026, lowering the financial barrier to entry for season tickets which start yearly at $320 for a full season reserved seat.

This is supported by an on-field narrative of a revitalised team, featuring established stars like Tino Fa’asuamaleaui and recent acquisitions, designed to maximise fan excitement and confidence in the product.

In addition to the 11 NRL home games, the Titans will host five NRLW home games, including three NRL/W double headers, and, significantly, NRLW State of Origin Game 3, the first time the Women’s Origin will be played in the city.

Sydney Sixers Top 2025 Social Growth Charts as Digital Strategy Shifts to Global Markets and TikTok

Posted on December 16, 2025January 8, 2026 by Courtney

The Sydney Sixers have emerged as the clear leaders in digital audience acquisition for 2025, topping the Scout Benchmark for social follower growth by adding more than 800,000 new followers.

This surge underscores a strategic shift in how Australian sports franchises are leveraging international talent to unlock new commercial markets and drive brand value.

The data identifies the recruitment of Pakistani cricket superstar Babar Azam as a primary catalyst for the Sixers’ digital explosion. By securing one of the world’s most recognisable athletes, the franchise successfully tapped into the massive sub-continental cricket market, highlighting the importance of global audiences in team followings.

While star power drove the Sydney Sixers to the top, the report reveals that on-field performance remains a reliable driver of digital engagement. Several teams experienced significant follower boosts coinciding with their appearances in Grand Finals. This trend was evident for the Brisbane Lions (Men), Brisbane Broncos (Men & Women), and Hobart Hurricanes (Men & Women), proving that competing for the ultimate honour continues to deliver tangible off-field metrics.

However, the data presents a compelling case for the value of creative digital teams independent of match-day results.

The report notes that consistent fan-first content is driving sustained growth regardless of team performance. A prime example cited is the Canterbury-Bankstown Bulldogs, who generated over 30 million views with a single TikTok video featuring players being quizzed on national flags. This viral success indicates that a robust content program can maintain brand relevance and growth even without championship success.

The benchmark identifies TikTok as the dominant platform for growth in 2025, largely driven by “topical player-led posts going viral”.

This shift suggests that rights holders must continue to pivot their resources toward short-form, personality-driven content to capture younger demographics.

The data serves as a clear indicator to the industry that while winning games is valuable, a strategic investment in global stars and platform-specific creativity is essential for commercial sustainability.

Wests Tigers Pasifika Youth Summit Secured by $60,000 NSW Government Grant

Posted on December 16, 2025December 16, 2025 by Courtney

The Wests Tigers NRL organisation has successfully held its second annual Pasifika Youth Summit in Campbelltown, a major community and brand-building initiative funded significantly by a $60,000 grant from the NSW Government and backed by Official Event Partner, Gavmanak.

The Summit, which hosted nearly 150 high school students from across the South West region, is a high-value element of the club’s broader Empower Community Program, strategically designed to deepen cultural ties within the club’s key demographic catchment.

The Pasifika Youth Summit, themed “Tales of the Tiger,” focused on storytelling and cultural connection for second, third, and fourth-generation Pasifika youth.

The long-term strategic goal is to leverage the club’s strong cultural representation, both among staff and players like Christian Pio and Sarah Togatuki, to provide meaningful role models and cement the Wests Tigers brand as an authentic community leader.

Commenting on the program’s value, community manager, Kenneth Tuala, said: “The Summit creates an environment to share stories, experiences and bond over our culture.”

“Broadening their understanding of Pasifika culture and opening lines of communication helps build strong connections,” Tuala said.

The $60,000 financial backing from the NSW Government confirms the public sector’s recognition of the club’s role as a powerful platform for community engagement and cultural change in South West Sydney.

The grant, alongside the crucial support of event partner Gavmanak, ensures the continuity and scalability of the Summit, which is a critical part of the Tigers’ strategy to connect with future players and fans in the region, where 10 per cent of Australia’s Pacific Islander population resides.

The involvement of high-profile external figures, including the chair of the Pacific Officers Law Enforcement Network, Tuala-Tamalelagi Ben Saga, and Vaughan Vitale, government partnerships manager at the NRL, provides additional strategic and corporate honour to the club’s community efforts.

Drysdale Sports Precinct Stage 2 Begins Construction

Posted on December 16, 2025December 16, 2025 by Courtney

The Drysdale Sports Precinct in Victoria has officially begun construction on Stage 2, following a sod turning ceremony, confirming a $25.6 million investment from three tiers of government to deliver a major new community sporting hub.

The Drysdale Sports Precinct, six years in the making, is a financial commitment aimed at increasing sports participation and driving economic benefits across the Bellarine Peninsula.

The investment confirms funding of $6 million from the City of Greater Geelong, $5 million from Sport & Recreation Victoria, and $3.5 million from the Australian Government.

The scope of the work will deliver a new multi-use pavilion featuring change rooms, a canteen, and a social space, alongside a new soccer pitch with LED lighting, and extensive earthworks and landscaping.

This infrastructure boost will directly benefit local clubs, including the Drysdale Soccer Club, Drysdale Hawks Football Club, and Drysdale Cricket Club.

The strategic goal of the long-awaited project is to transform the precinct into a “vibrant recreation hub” capable of hosting sports competitions and events, which local officials expect will “boost local businesses.”

The new modern facilities are seen as essential for supporting the region’s growing population and enhancing the financial and social honour of local sporting organisations.

The construction tender has been awarded to Plan Group, with Brand Architects leading the design. The project’s implementation ensures a high-quality sporting asset that promotes healthy, active lifestyles.

Stage 1 of the facility was completed in 2018, delivering an oval and multipurpose field, reinforcing the long-term program of development at Belchers Road.

Thorne Secures Multi-Year Partnership with Unrivaled

Posted on December 16, 2025December 16, 2025 by Courtney

Unrivaled presented by Samsung Galaxy, the professional women’s basketball organisation, has announced a multi-year partnership with Thorne, a leader in health and wellness solutions, making the company the league’s Official Sports Nutrition Partner and securing its first-ever official women’s sports partnership.

The commercial terms grant Thorne the jersey patch sponsorship for the newly added Breeze BC club, which features highly recognisable athletes such as Paige Bueckers and Cameron Brink.

Furthermore, the agreement includes naming rights for the expanded player’s lounge at Sephora Arena, which will be equipped with a new post-game refueling station centred around Thorne products.

These placements provide highly visible and broadcast-ready assets as the second season, featuring eight teams, tips off on January 5, 2026.

Highlighting the alignment of values, Thorne CEO, Colin Watts, said: “Thorne is committed to providing athletes with science, innovation, and resources they need to perform and recover at the highest level.”

This multi-faceted program reinforces Unrivaled’s player-centric model, where investment in athlete care and wellness is prioritised, giving the league a major commercial and competitive edge.

A key element of the partnership is the emphasis on performance science in a historically underserved area.

Thorne will provide its extensive range of NSF Certified for Sport products, including Whey Protein Isolate and Creatine, to enhance fueling and recovery options for all Unrivaled athletes.

More significantly, the two organisations will collaborate to build an innovation platform that pioneers research and product development in the underserved women’s sports science space.

Arsenal Partners with HR Tech Unicorn Deel

Posted on December 16, 2025December 16, 2025 by Courtney

Arsenal FC has forged a multi-year partnership with Deel, the global payroll and human resources platform, naming the technology company its Official HR Platform Partner.

The deal marks Deel’s first major foray into global sport, reflecting a strategic move to leverage elite football’s massive international reach to scale its brand and expand its enterprise footprint.

Commenting on the partnership, Arsenal’s chief commercial officer, Juliet Slot, said: “ Deel’s global platform matches the scale of our ambition and operations, and their investment will continue to power our growth.”

The agreement reinforces Arsenal’s broader commercial programme of partnering with high-growth, tech-driven firms to deliver both financial return and essential operational value.

The partnership is structured as a dual arrangement, combining significant brand visibility with operational integration.

Commercially, Deel’s recognisable branding will be visible across Emirates Stadium and Arsenal’s digital channels for all home fixtures, spanning the Premier League, Women’s Super League, FA Cup, and League Cup.

In addition, reports indicate this agreement also positions Deel as the leading candidate to replace Visit Rwanda as the club’s shirt sleeve sponsor from the 2026-27 season, securing a major high-value asset.

Operationally, the club will use Deel’s HR platform internally to manage elements of its workforce and operations, a growing trend where top-tier sporting organisations align with enterprise technology providers that also serve as internal suppliers.

For Deel, which recently secured a USD300 million (AUD528 million) Series E funding round in October 2025 that valued the company at USD17.3 billion (AUD30.4 billion), the partnership provides a highly visible case study for its platform within a complex, global business structure.

John Cena Farewell Event Delivers Highest-Grossing Arena Gate in WWE History

Posted on December 16, 2025December 16, 2025 by Courtney

WWE achieved a historic result with John Cena’s farewell event held at the Capital One Arena in Washington, D.C., generating the highest-grossing arena gate in the organisation’s history.

The event successfully drew 19,232 fans, surpassing the previous record set earlier in the year at the Money in the Bank premium event in Los Angeles, reinforcing the sustained and high-value drawing power of the WWE product.

The show also established a financial benchmark for the host venue, marking the highest-grossing gate in the history of Capital One Arena.

This achievement was underpinned by a strategic multi-day fan engagement program executed in partnership with Events DC.

This ancillary activity included The Undertaker’s “Six Feet Under” podcast and a free fanfest ahead of the main event.

The successful promotion demonstrates WWE’s expertise in leveraging the star power of its most recognisable athletes, even for farewell events, to drive premium ticket sales and ancillary revenue.

By packaging the farewell with a multi-day fan experience, the organisation maximised ticket yield and enhanced the overall financial honour for the event.

This record gate underscores the increasing demand for high-profile WWE live events and validates the brand’s premium pricing strategy.

Racing NSW Places Australian Turf Club in Administration Amid “Serious Financial Issues”

Posted on December 15, 2025December 16, 2025 by Courtney

Racing NSW has placed the Australian Turf Club (ATC), which manages Sydney’s four metropolitan racecourses (Randwick, Rosehill, Warwick Farm, and Canterbury), into the hands of an administrator.

The regulatory action, announced on Monday, follows a sustained “show cause” process initiated in September due to “serious financial issues” and mounting corporate governance concerns within the ATC organisation.

Racing NSW stated that the decision was necessary because the ATC Board was unable to demonstrate that it could develop and implement a strategy to improve the commercial performance of the club, or rectify the serious financial issues.

The action follows a tumultuous period for the ATC, including the shock resignation of two board members and the departure of the former CEO in September, and a highly contentious member vote in May against the mooted USD5 billion (AUD8.8 billion) sale of Rosehill Gardens.

A Revelation of Regulatory Concerns

The ATC posted a $2.59 million deficit for the 2024/25 financial year and reportedly owes $30 million to the Commonwealth Bank (due October 2026), alongside a $145 million interest-free loan to Racing NSW, which is conditionally repaid only upon the sale of a major asset.

Racing NSW has claimed the ATC is heavily subsidised, stating that in 2025, it received $233.1 million in total funding from wagering revenues via Racing NSW contributions, an amount $153 million more than the ATC generated itself from wagering.

In a counter-move, the existing ATC Board immediately released a statement declaring that it does not accept that Racing NSW has the legal power to remove or displace the duly appointed directors and has lodged an urgent application for relief from the Supreme Court of New South Wales.

The Board stated it rejects the suggestion that it allegedly failed to present a coherent commercial strategy, creating a high-stakes legal showdown over the regulator’s authority.

Racing NSW has appointed a professional administrator, who will report to a specially established committee, to oversee the governance and strategic direction.

Despite the legal battle, Racing NSW confirmed that the day-to-day operations and the conduct of race meetings will proceed without impact, as the club remains focused on delivering its racing program and high-quality customer experiences.

Paul Pogba Invests in Saudi Camel Racing Team Al Haboob

Posted on December 15, 2025December 16, 2025 by Courtney

Star footballer Paul Pogba has made an investment in the Saudi Arabian sports market by becoming a shareholder and ambassador for the camel racing team, Al Haboob.

This move positions Pogba as the first professional footballer to buy into the sport, linking his personal brand to the commercialisation of a prominent Gulf tradition.

Confirming the deep appeal of the venture, Pogba, said: “I’ve always been someone who wants to try new things and do things differently… Al Haboob represents exactly that: something fresh, something meaningful, and something exciting while staying true to who I am.”

Al Haboob, which brands itself as the world’s professional camel racing team, is actively working to establish the sport’s first professional league structure.

Pogba’s investment is a major endorsement of this ambition. The team, formed in 2021 alongside the RedSea Camel Company, gained further global exposure in 2024 through the Netflix series Camel Quest.

The commercial rationale for the investment lies in the desire to link a globally recognisable figure to a rapidly modernising sport.

The unique nature of the racing, which uses robots as jockeys, offers a fresh narrative at the intersection of tradition and technology.

For Al Haboob and the Saudi sporting organisation, securing Pogba, who recently returned to action for AS Monaco following a doping ban, provides marketing leverage and instantly elevates the sport’s profile across international, non-traditional markets.

Cowboys’ “Dream, Believe, Achieve” Program Achieves 82% Employment Rate

Posted on December 15, 2025December 17, 2025 by Courtney

The North Queensland Cowboys through its Dream, Believe, Achieve Hospitality training and employment program, is delivering commercial and social outcomes by training and integrating underemployed or disadvantaged North Queenslanders into the local workforce.

The program, presented by Maurice Blackburn Lawyers and funded by the Queensland Government’s Skilling Queenslanders for Work initiative, recently achieved outstanding results, with 18 out of 22 enrolled students (82%) securing employment.

Commenting on the program, head of HR at Cowboys Leagues Club, Anita Poorta, said: “having them complete work experience during the program phase makes it easy to identify a great match for our team.”

Attributing the success to collaboration, Cowboys Community Foundation CEO, Fiona Pelling, said: “Without the commitment of our Program Partners, and ongoing involvement of our Industry Partners, these outcomes wouldn’t be possible.”

The organisation is now actively seeking to expand its industry partnerships for the first cohort of 2026, reinforcing the club’s role as a major employment facilitator in the region.

The Dream, Believe, Achieve program is a partnership that addresses the critical labour shortage in the hospitality sector.

It combines in-class training, mentoring, and guaranteed work experience with 16 local industry partners.

Nine students from the recent cohort were hired directly by the venues where they completed their work experience, demonstrating the high-value commercial return for the industry partners.

Since its inception in 2015, the Dream, Believe, Achieve program has served as a powerful employment program, helping over 800 participants gain nationally recognised qualifications and new careers, leveraging the high-profile appeal of the Cowboys brand to drive engagement.

Success stories like Moesha Marama and Lincoln Stone, who credits the program with building his confidence and changing his career path, highlight the profound social impact alongside the economic benefits.

Bowls Australia Seeks Venue Bids for Bowls Premier League

Posted on December 15, 2025December 16, 2025 by Courtney

Bowls Australia has opened expressions of interest (EOI) for venues keen to host the Bowls Premier League (BPL).

The opportunity covers BPL editions from November 2026 through to February 2029, allowing venues to nominate for recurring slots in the calendar, securing long-term exposure.

Since its launch in 2013, the BPL has cemented itself as the sport’s leading broadcast and live event product, delivering significant national and international exposure for clubs, players, partners, and host communities.

Confirming the high ambitions for this hosting cycle, Bowls Australia’s general manager bowls operations, Andrew Howie, said: “The BPL continues to grow in profile, entertainment value and commercial strength, and we are looking for venues that can match that ambition, deliver an outstanding player and fan experience and help take the league to another level.”

The organisation is actively seeking unique value propositions to elevate the event’s overall presentation and commercial appeal.

This EOI process is a critical element of the BPL’s strategic program, aiming to secure optimal locations that can match the league’s growing commercial strength and entertainment value.

Interested venues, regardless of whether they hold a BPL team licence, will be assessed on a robust set of criteria.

These include facilities, event delivery experience, accommodation proximity, strategies for crowd attraction, and, crucially, government or tourism body funding opportunities.

This last point underscores the financial leverage Bowls Australia seeks, aiming for public sector investment to enhance the league’s operational and commercial viability.

The EOI process, which closes on Monday, February 16, 2026, represents a high-value commercial opportunity for venues to align with a successful and recognisable national broadcast product, reinforcing its strategic honour within Australian sport.