Page 37 – Ministry of Sport

YoPRO Launches Inaugural Australian Open Partnership

Posted on December 11, 2025December 11, 2025 by Courtney

YoPRO, Australia’s leading protein yoghurt brand, has announced its partnership with the Australian Open for the 2026 tournament.

The collaboration is significantly supported by the on-site activation debut of YoPRO’s Global Ambassador and World No.1 tennis player, Carlos Alcaraz, positioning the brand at the intersection of elite performance and mass consumer health.

The partnership with Tennis Australia signals YoPRO’s long-term commercial commitment to major Australian sporting moments. The Australian Open provides a globally recognisable stage to reinforce the brand’s position as a premium protein snack for exercise enthusiasts and high-performance athletes alike.

Commenting on the announcement, Tennis Australia chief commercial officer, Cedric Cornelis, said: “We’re thrilled to welcome YoPRO to the Australian Open family.”

“This collaboration brings together two brands committed to performance, wellbeing and pushing boundaries.

“YoPRO’s innovative approach and athlete-first mindset, highlighted by their work with Carlos Alcaraz, will help us deliver fresh, dynamic experiences for fans and players at Melbourne Park.

“We look forward to building this partnership and creating impactful activations at AO 26 and beyond,” Cornelis said.

The involvement of Carlos Alcaraz is pivotal to the global commercial messaging.

His presence at the Australian Open marks his first on-site activation in this role, providing a unique draw for fans and media.

Confirming their shared philosophy, head of marketing at Danone Saputo Dairy Australia (YoPRO), Xavier Gonzalez, noted: “With Carlos Alcaraz stepping into his role as our Global Ambassador, we are celebrating a shared belief in the power of progress.”

The commercial strategy centres on immersive, high-energy activations across Melbourne Park to engage fans and drive product sampling.

Key fan-facing initiatives include the NetClub served up by YoPRO, a pickleball experience for fans to move, compete and recover, and the YoPRO Progress Station, which will serve the 15g Core Range with custom toppings.

In addition, a dedicated YoPRO topping bar will be provided in a private space for professional athletes to refuel, extending the brand’s honour among the elite player community.

The extensive agency program supporting the partnership, including Always Human for PR and social, Wavemaker for media, and AM Brands for shopper marketing, confirms the scale and multi-channel investment by the organisation to ensure maximum return on this Grand Slam debut.

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Essendon FC Distributes $195,700 to 10 Local Clubs

Posted on December 11, 2025December 11, 2025 by Courtney

The Essendon Football Club has demonstrated its commitment to grassroots sport by distributing a total of $195,700 to 10 local sporting clubs in its heartland region.

This annual allocation continues a partnership spanning more than 30 years, providing essential financial support that reinforces the club’s community-first identity and secures its long-term footprint in the local area.

Commenting on the ongoing investment, Essendon’s chief strategy and growth officer, Mark Bolton, said: “Local sporting clubs are the backbone of our community footprint, and we’re proud to continue this contribution.”

He further noted that the support helps these clubs thrive and encourages more kids to get involved in sport across their heartland.

The total funding package was strategically divided into two components: an annual distribution of $133,900 for operational purposes and a targeted capital grants program of $61,800 awarded to six clubs for specific infrastructure and equipment projects.

Recipients of the capital grants include the Essendon Hockey Club for a new scoreboard, the Essendon Croquet Club for sprinkler upgrades, and the Essendon Rowing Club for new training equipment.

The funding mechanism is directly linked to the commercial operations of the Windy Hill Venue, a key asset that serves as the physical and financial nexus for this community contribution.

Essendon Rowing Club president, Luke Mascaro, highlighted this crucial financial link, noting that support from the Bombers over the last decade has been fundamental to community engagement and growth, helping the Rowing Club strengthen its facilities and meet the needs of its growing membership.

Collingwood Community Foundation Program Deliver Social Return on Investment in 2025

Posted on December 10, 2025December 11, 2025 by Courtney

The Collingwood Football Club has released its Collingwood Community Foundation 2025 Community Impact Report, highlighting that its social program are delivering strong, quantifiable returns, with its two main pillars generating social value of up to $5.31 for every dollar invested.

The figure was derived from a comprehensive Social Return on Investment (SROI) analysis conducted by an independent expert to measure the real-world impact of the club’s community initiatives.

The analysis demonstrated that the Foundation’s A Nest for All programm, which include the Magpie Nest Café, Magpie Nest Housing, and various community football programs, generated an overall social value of $4.92 for every dollar invested.

These program provided significant tangible support, including serving 119,808 free meals to Victorians experiencing homelessness and disadvantage, and providing accommodation to 79 residents in 27 houses via Magpie Nest Housing.

Even stronger results were reported for the Barrawarn pillar, which focuses on cultural connection and education, delivering $5.31 in social value for every dollar invested.

This pillar includes the Tennant Creek Cultural Immersion experience and the mental wellbeing program, Magpie Minds, which engaged 19,716 students in its first six weeks alone.

Lauding the outcomes, Collingwood CEO, Craig Kelly, said: “The outcomes highlighted in this report are a testament to the Club’s collective care and commitment to supporting the communities around us.”

The strong SROI result places the Foundation’s performance among the highest in the industry, underscoring the efficiency and effectiveness of the club’s community organisation.

The report also acknowledged the commercial partners who contribute to this success, including Coles, Nike, and Primo, alongside thousands of donors and Collingwood members.

Furthermore, 20,800 hours were volunteered by Collingwood staff, players, and corporate partners at the Magpie Nest Café alone.

Adelaide Crows Launch Picket Pledge to Drive Fundraising for $100 Million Thebarton HQ

Posted on December 10, 2025December 11, 2025 by Courtney

The Adelaide Crows have initiated a public fundraising drive, inviting supporters to “Pledge a Picket” for $500 to secure their name or a message on a plaque affixed to the boundary fencing of the new Thebarton Oval Precinct.

This direct-donation appeal is a vital component of the club’s capital raising campaign for its new $100 million headquarters and is tax-deductable via the Australian Sports Foundation.

Confirming the commercial necessity and how the campaign affects the fans, Crows CEO, Tim Silvers, said: “Our supporters can now directly support the venture by donating a picket to ensure its success.”

“This is a unique opportunity to be part of a place where the Crows community will gather for decades to come,” Silvers said.

The campaign transforms the infrastructural asset into a personal honour for loyal supporters, integrating the fan base directly into the physical structure of the club’s new home.

The club’s new facility, which includes a 150-metre-long, two-storey building for training, administration, and community engagement, is a critical strategic asset.

It will provide world-class recovery and high-performance advantages for the Crows’ AFL, AFLW, and SANFL teams and serve as the permanent home for AFLW games.

With construction progressing and the club aiming for a move-in date towards the end of 2026, the organisation is now focused on bridging the final funding requirements for the project.

The $100 million redevelopment is primarily funded by substantial commitments from both the State and Federal governments, but the club has consistently stressed that internal fundraising efforts are critical to them being able to complete this project in its entirety.

Manly Sea Eagles Upgrade and Extend Partnership with Volvo Cars Mosman

Posted on December 10, 2025December 11, 2025 by Courtney

The Manly Warringah Sea Eagles have announced the extension and upgrade of their partnership with Volvo Cars Mosman, confirming the dealership will continue as the club’s Official Car Dealership Partner through the 2026 season.

As part of the extension, Volvo Cars Mosman is immediately hosting an exclusive VIP Volvo Summer Value Event for club members, offering VIP access to the new Volvo range and financial incentives, including a $2,000 Trade-In Benefit and a $2,000 Summer Pack Credit.

Highlighting the mutual benefit and alignment of brand values, Manly Sea Eagles chief revenue officer, Adam Cosgrove, said: “Volvo Cars Mosman has been an outstanding partner, and we are proud to extend the relationship into the 2026 season.”

“We are excited to see this partnership grow, delivering exceptional experiences for our Members and fans, both at games and in the community,” said Cosgrove.

Confirming how the strategic purpose extends beyond simple branding, Volvo Cars mosman general manager, Robert Heyer, added: “This collaboration is about more than showcasing our premium vehicles.”

“It is about connecting with the community, supporting the Club and sharing in the Sea Eagles’ commitment to excellence,” Heyer said.

The visibility of the partnership will continue throughout the 2026 season, with Volvo Cars Mosman featuring in the club’s marketing campaigns, player appearances, and fan engagement activities.

EA Sports Unveils Major Football League Partners for $1 Million 2026 FC Pro Circuit

Posted on December 10, 2025December 11, 2025 by Courtney

Electronic Arts (EA), through its EA Sports division, has confirmed the slate of league partner events that will form the structured qualification pathway for the EA FC 2026 FC Pro World Championship.

The partnership model integrates more than a dozen licensed competitions with a combined prize pool exceeding $1,000,000, reinforcing EA’s commitment to scaling the competitive circuit globally.

Underscoring the strategic and commercial value of these tie-ups, head of Esports at Electronic Arts, Monica Dinsmore, said: “These collaborations highlight the real impact esports has in helping football brands reach new fans, and reinforces the credibility FC Pro has built with some of the most respected clubs and leagues in the world.”

The partnership model allows physical football organisations to leverage the recognisable esports platform to engage with the next generation of fans.

The FC Pro League Phase provides the vital competitive structure, relying on collaboration with established football organisations to offer players a pathway to qualify for major international events, including the eChampions League and the season-ending FC Pro World Championship.

Key global partners returning include the Premier League (England), LALIGA (Spain), Bundesliga (Germany), Ligue 1 (France), Serie A TIM (Italy), CONMEBOL (LATAM), and MLS (United States).

The program of events for 2026 demonstrates the global reach and competitive depth of the circuit, featuring tournaments such as CONMEBOL eLibertadores, eMLS, ePremier League, LALIGA FC Pro, and WOW Virtual Bundesliga, among many others.

The presence of high-profile players, including reigning FC Pro World Champion Manu Bachoore competing in eLigue 1 and Anders Vejrgang in eSerie A, elevates the profile and competitive honour of the regional events.

EA Sports ensures a high-stakes, synchronised competitive calendar that provides an official, credible route for players to represent professional clubs on the virtual pitch.

Additional league partners are expected to be announced in the new year, signalling further planned expansion of the lucrative circuit.

Brand USA Launches New Digital Hub to Capitalise on World Cup Tourism Opportunity

Posted on December 10, 2025December 10, 2025 by Courtney

In a strategic initiative ahead of the 2026 FIFA World Cup, Brand USA, the nation’s destination marketing organisation, has rolled out a new trip planning platform, “America the Beautiful Game,” designed to convert tournament visitors into extended US travellers.

The hub, live now at AmericaTheBeautiful.com/Football, serves as a commercial tool to maximise the economic benefit of hosting the world’s largest single-sport event, which kicks off in June next summer.

Noting how the event provides a unique marketing platform, Brand USA president and CEO, Fred Dixon, said: “The United States offers unmatched experiences for football fans both on and off the pitch.”

“The 2026 FIFA World Cup presents an opportunity to combine the love of the sport with the ultimate USA holiday.

“We invite fans to come early and explore the iconic destinations that make America unique in the world,” Dixon stated.

This executive direction frames the hub as a crucial resource for facilitating “a trip of a lifetime” and ensuring the US captures the full economic value of the global spectacle.

The digital program features two key mechanisms: a spotlight on 250 activities across the country, with a specific focus on 50 attractions in and around the host venues, and a series of AI-powered sample road trip itineraries.

These itineraries are carefully mapped to connect match-day locations like Atlanta, Dallas, and Los Angeles with broader regional destinations, encouraging visiting fans to extend their stay and explore the United States in depth.

The organisation’s focus is on seamless integration of sporting and cultural experiences, from stadium tours at the Mercedes-Benz Stadium in Atlanta and MetLife Stadium in New York/New Jersey (which hosts the Final) to local cultural centres and famed cuisine spots like Pecan Lodge in Dallas.

Dallas, Texas, has been allocated the most fixtures with nine, including a semi-final, positioning it as a key operational and commercial node for the tournament.

South Sydney Rabbitohs Leverage Exclusive Keebra Park Partnership

Posted on December 10, 2025December 11, 2025 by Courtney

The South Sydney Rabbitohs are strategically leveraging their exclusive, three-year affiliation agreement, signed in 2023, with Keebra Park State High School, one of Queensland’s premier rugby league nurseries, to strengthen their elite male and female player pathways into the talent-rich south-east Queensland region.

Players from the club’s White Rabbitohs and Black Rabbitohs Queensland Academies are currently completing their pre-season block at the school’s Gold Coast facility, ensuring a highly professional development program.

Highlighting the strategic necessity of the move, Rabbitohs COO Brock Schaefer, noted that investment in elite pathway program was identified as crucial to their success at the NRL and senior levels in the club’s strategic plan and football department review.

The partnership is a commercial commitment for the organisation, establishing a long-term pipeline to one of the most successful schoolboy rugby league factories in Australia, an academy which has produced globally recognisable talent like Jai Arrow, David Fifita, and Payne Haas.

By securing an exclusive arrangement, the Rabbitohs successfully outmanoeuvres rival clubs, guaranteeing a direct and uncluttered pathway for top young talent to progress into South Sydney’s system.

This week marks a major performance milestone for the young athletes, as the contracted South East Queensland players relocate to Sydney.

They are set to participate in junior representative trials against the Sea Eagles, alongside a week of high-performance training with the NRL club.

This immersion provides the players with a professional football experience, essential for bridging the gap between academy-level preparation and the elite demands of the NRL junior representative system.

The partnership ensures the South Sydney Rabbitohs maintain a strong, official footprint in Queensland, helping to mitigate recruitment pressure from local teams and build a cultural honour for the club amongst prospective Queensland-based players and coaches.

TGI Sport Appoint James Rushton as Global CEO

Posted on December 10, 2025December 10, 2025 by Courtney

TGI Sport has announced a leadership transition designed to accelerate its growth as a global sports-technology enterprise, appointing James Rushton as CEO.

Rushton succeeds Martin Jolly, who transitions to the role of Executive Chairman.

Affirming his newly appointed position, Rushton, said: “The company has built an exceptional technology foundation that is ready to expand further and faster.”

“I’m excited to build on this transformation and help TGI Sport scale its technology solutions,” Rushton said.

Martin Jolly, the outgoing CEO who led the fundamental shift, reinforced the decision from his new role as executive chairman.

“TGI Sport has undergone one of the most significant transformations in the sports industry…”

“This shift reflects where global sport is headed, towards sophisticated, customisable, tech-enabled experiences for audiences everywhere.

“With this platform in place, James is the right leader to take the business forward,” Jolly stated.

The commercial justification for the transition is the scaling of the company’s deep-tech foundation, which was built through several strategic technology acquisitions.

TGI Sport now boasts best-in-class capabilities across virtual advertising, advanced broadcast solutions, AI-driven media systems, and integrated commercial services.

This transformation has seen the organisation rapidly expand from 150 to over 440 employees across 50+ cities, alongside an increase in its revenue base.

Rushton, widely recognisable for his long tenure at DAZN and its predecessor Perform Group, where he was instrumental in building a global sports streaming powerhouse, brings 25 years of global digital and commercial experience to the role.

His plans are clear: to accelerate TGI Sport’s role in meeting the global industry’s demand for personalised, tech-enabled engagement.

The transition, backed by Bruin Capital, positions TGI Sport to leverage its multi-million dollar technology investment and rapidly increase its global market share.

Audi F1 Team Secures Paulaner Brewery as Official Supplier

Posted on December 9, 2025December 10, 2025 by Courtney

The future Audi F1 Team has announced a long-term partnership with Paulaner Brewery, naming the Munich-based brewer an official team supplier ahead of the team’s entry into the Formula 1 grid in 2026.

This agreement is strategically centred on promoting a culture of responsible celebration to a global fanbase, leveraging Paulaner’s non-alcoholic wheat beer to align with the core values of safety and high performance in motorsport.

Confirming the strategic synergy between the two German organisations, chief commercial officer of the future Audi F1 Team, Stefano Battiston, said: “Paulaner and the future Audi F1 Team share a winning mindset rooted in performance, passion and pride in our heritage.”

“Together, we will create experiences that bring fans closer to the team and celebrate every success on and off the track with a Paulaner 0.0% in hand on a global scale,” he said.

CEO of the Paulaner Brewery Group, Jörg Biebernick, added: “This cooperation underscores our long-term commitment to combining pleasure, quality, and responsibility in professional sports.”

The commercial core of the partnership involves the promotion of Paulaner 0.0%, the brand’s non-alcoholic beverage.

By aligning with the non-alcoholic product, the partnership ensures that the celebratory, social culture of Bavaria is brought to the global F1 stage while upholding the crucial values of safety and responsibility inherent to Formula 1.

The deal provides the brewery with high-frequency, global media exposure, elevating its brand from a German cult classic to a recognisable international F1 partner, and crucially promoting its non-alcoholic product line to a highly engaged global audience.

By securing Paulaner, the Audi F1 Team is integrating its German heritage with a modern, inclusive, and dynamic fan culture.

Purple Hands Foundation Doubles Mental Health Program Reach

Posted on December 9, 2025December 10, 2025 by Courtney

The Purple Hands Foundation, founded by the Fremantle Dockers, is set to double the reach of its in-school mental health initiative, the Goals aHead program, in 2026, following a crucial financial commitment and refocusing of funds from major partner AKG.

This increased investment directly addresses the urgent need for preventative mental health support in schools, enabling the organisation to service communities previously placed on a waiting list and strengthen its long-term wellbeing presence across Perth.

The eight-week program, delivered in partnership with mental health partner Youth Focus, focuses on early intervention, helping students build confidence, resilience, and practical mental health skills before challenges escalate.

Confirming the commitment, AKG managing director, Darren Hooper, said: “Expanding Goals aHead means more students will have access to early, proactive wellbeing support that can change the course of their lives… This work is an investment in young people today.”

Feedback from students and teachers indicates improvements in engagement, social connectedness, and overall wellbeing among participants.

Commenting on the initiative, Purple Hands program ,coordinator Amber Vandam, added: “By growing Goals aHead, the Foundation is able to walk alongside more teachers and provide students with meaningful, practical tools that genuinely make a difference.”

The successful model leverages the Foundation’s unique position to embed mental health literacy with the strong community recognisable appeal of AFL and AFLW athletes.

The increased investment will not only bring the program to more schools but also focus on strengthening delivery quality and building a more consistent, long-term wellbeing presence.

This ensures the commercial funding is directed towards sustainable social infrastructure, cementing the Foundation’s honour as a leading provider of proactive youth mental health support.

Sydney Roosters Announce Adept Fire Protection Services as New Platinum Jersey Partner

Posted on December 9, 2025December 10, 2025 by Courtney

The Sydney Roosters have announced Adept Fire Protection Services as the club’s official Platinum Partner commencing in the 2026 season.

This partnership signifies a new era for the Roosters’ jersey commercialisation, with Adept Fire Protection Services set to be prominently featured on the club’s home and away NRL jerseys.

The new partnership aligns the NRL club with Australia’s leading provider of fire services, an organisation recently awarded the 2025 Australian Fire Protection Company of the Year.

This commitment provides Adept Fire Protection Services with high-frequency, national media exposure through the NRL and solidifies its recognisable brand link with one of the league’s premier clubs.

The timing of the announcement is strategically important as it coincides with the unveiling of the club’s new apparel partner, adidas, which was confirmed earlier this year.

Adept Fire Protection Services becomes the inaugural major commercial partner to feature on the co-branded jersey, effectively launching the new era of the club’s merchandise and giving fans and members a strong incentive to engage early with the new kit.

The partnership’s partnership strategy is focused on member acquisition and engagement.

To celebrate the Platinum Partnership, Adept Fire Protection Services is running a program giving Roosters Fans and Members the first chance to acquire the new 2026 home jersey.

This exclusive early access model is designed to reward member loyalty and instantly associate the new sponsor with positive fan experiences.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.

Hockey Queensland CEO Alison Lyons Steps Down After Six-Year Term

Posted on December 9, 2025December 10, 2025 by Courtney

The Board of Hockey Queensland has formally accepted the resignation of chief executive officer, Alison Lyons, who is departing the organisation on 30 January 2026 to take a new position with the AFL.

Lyons leaves after a six-year tenure marked by significant operational reform and commercial growth, positioning Hockey Queensland for its next phase leading up to the Brisbane 2032 Olympic and Paralympic Games.

Reflecting on her step-down, Lysons, noted: “It has never just been about results, it’s been about doing things the right way, for the long term.”

She confirmed the success of the commercial program included restoring financial strength, lifting community engagement, and building stronger pathways for players, coaches, and officials.

Her move to the AFL, a larger and globally recognisable sporting body, underscores the high-value executive talent developed within the organisation.

In response to the transition, the board has immediately engaged a specialist recruiter to find a new CEO with the vision, experience and strategic capability to drive Hockey Queensland through to the Brisbane 2032 Olympic and Paralympic Games.

This focus signals the high-stakes importance of the next CEO appointment, whose mandate will be heavily centred on capitalising on the 2032 momentum.

Lyons’ leadership during this critical period was pivotal, successfully achieving financial sustainability and commercial growth while overseeing major operational transformation.

In addition, she was instrumental in advocating for and securing the Brisbane 2032 hockey venue plan, a major strategic win that secures the sport’s profile and infrastructure legacy in the state.

Her work has ensured the organisation is in excellent shape—financially, operationally and culturally.

To ensure stability, general manager of operations, Marc Wittmann, will step up to lead the organisation during the transition.

The Board is committed to maintaining continuity, ensuring all strategic initiatives and programs, including those established under Lyons’ successful tenure, will continue uninterrupted, maintaining the corporate honour and stability required during the executive search.

Newcastle Knights Execute Strategic Community Blitz Across Upper Hunter

Posted on December 9, 2025December 10, 2025 by Courtney

The nib Newcastle Knights have executed a community engagement blitz across the Upper Hunter and Greater Northern region of NSW, utilising its NRLW players and pathways staff to strengthen both its junior development pipeline and its regional fan base.

The presence of NRLW players, such as playmaker Georgia Roche, was key to enhancing the visit’s profile and engaging younger demographics.

Commenting on the program, Roche, expressed: “We’re just getting the logo back in the area, getting familiar with the kids too.”

“Hopefully we’ll see a fair group of them come down and play for the Knights… We want to be here, we want to grow this area, and bring great footballers out of this region.”

This confirms the goal is to build long-term talent acquisition through sustained community investment, securing the future competitive health of both the NRL and NRLW teams.

The regional tour, which included visits to primary and high schools across Scone, Singleton, Tamworth, and Armidale, successfully deployed the Knights Inspire program.

This educational initiative shared key messages around wellbeing, teamwork, and respect, directly linking positive youth development with the club’s brand and social honour.