Page 41 – Ministry of Sport

Call of Duty League Slashes Guaranteed Team Revenue Forcing Teams to Restructure

Posted on December 2, 2025December 2, 2025 by Courtney

The Call of Duty League faces a significant commercial realignment following Activision Blizzard’s decision to eliminate the guaranteed USD500,000 (AUD763,000) annual revenue share for franchise teams, effective from the 2026 season.

This sudden shift from a subsidised model to a fully performance-based revenue split signals the publisher’s move to place the burden of financial viability squarely on the teams’ ability to generate direct sales and build profitable fan engagement.

The strategic move is framed by Activision as necessary to counter massive operating costs and salary inflation, which sees star players earn in excess of USD $400,000 annually, pushing total team salary costs past US$ 1 million (AUD1.5 million).

Historically, the USD $500,000 guarantee was essential for covering almost all minimum player salaries, ensuring a baseline form of equity. Now, teams will rely entirely on proportional shares of in-game sales, leading to estimated revenues as low as US$ 100,000 (AUD152,000) for clubs with weaker commercial appeal.

A Decision That Fractures The League’s Ownership Base

Organisation executives from the lower-selling bracket fear an “almost untenable equation,” citing sales data showing the average team earned only around USD135,000 (AUD206,000) from merchandise in the first half of 2025. This leaves them heavily exposed to massive operational losses and signals a necessary revision of their allocated budgets for the program.

In addition, a second bloc of clubs views the reform with optimism, perceiving it as an opportunity for those with strong branding and content capabilities.

These organisations argue that the loss of the guaranteed stipend forces a focus on commercial self-sufficiency, leveraging the broad freedom granted by Activision over sponsors, jersey design, and in-game item creation. According to one team representative, this autonomy provides a decisive advantage, enabling them to build robust commercial assets that directly translate into sales revenue.

Activision’s decision, which follows the earlier cancellation of all outstanding franchise entry fees and a USD2 million (AUD3 million) reimbursement to teams, sends a clear signal: Call of Duty League is colliding with the economic reality of modern esports.

The league’s future sustainability hinges on whether this forced restructuring can successfully propel the most entrepreneurial clubs toward a viable model where commercial and competitive performance outweighs publisher subsidies, or if it will simply widen the financial gap between the strongest and most fragile programs.

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Hockey Australia Secures Musco Lighting Partnership

Posted on December 2, 2025December 2, 2025 by Courtney

Hockey Australia has committed to a long-term investment in its national infrastructure, announcing a three-year partnership with global lighting leader Musco Sports Lighting.

Musco’s expertise will be leveraged to ensure consistency and reliability, extending venue operational hours, facilitating the growth of evening competitions, and enhancing spectator comfort.

By delivering world-leading, energy-efficient lighting, Hockey Australia is making a tangible investment in the built environment of the sport, ensuring venues are fit-for-purpose for athletes preparing for international events, right down to junior clubs.

Highlighting the broad commercial value of the partnership, and stressing that the benefits flow directly to the community level, Hockey Australia CEO, David Pryles, said: “Having a world-class lighting partner on board will enable us to lift the standard of our facilities right across Australia – not just for our national teams, but for clubs, community venues and the grassroots.”

“Better lighting means better training, better competition, more comfortable conditions for athletes and spectators, and greater opportunity for hockey to shine in more places,” Pryles said.

The Musco partnership is part of a deliberate wave of new commercial collaborations including; BildGroup, Polytan, and others, that have recently entered the Hockey Australia’s fold, alongside major renewals from longstanding partners such as Kookaburra and ASICS. This steady stream of investment demonstrates the market’s positive response to Hockey Australia’s leadership and its long-term strategic program.

For Musco, the collaboration formalises its global commitment to providing safer and more enjoyable sporting environments.

Sales executive, Sanjay Prakash, noted that the partnership builds on their longstanding commitment to high-quality facilities.

Audi F1 Seals Principal Partnership with Visit Qatar

Posted on December 1, 2025 by Courtney

The future Audi F1 Team has confirmed a commercial foundation for its 2026 entry into the FIA Formula 1 World Championship, naming Visit Qatar as a Principal Partner.

The high-value agreement is built around a powerful, shared strategic ambition: leveraging F1’s immense global platform to elevate the Gulf state’s image as a leading tourism and sport centre on the world stage.

Positioning the deal as a natural evolution of their relationship with the country, Team Principal of the future Audi F1 Team, Jonathan Wheatley, said: “The Qatar Grand Prix has grown into a valued destination on the F1 calendar.”

“Welcoming Visit Qatar as a partner… is a natural next step to highlight what makes this country such a remarkable destination,” Wheatley said.

Emphasising the scale of the audience, CEO of Visit Qatar, Eng. Abdulaziz Ali Al-Mawlawi, added: “Formula 1 offers a powerful platform, and this collaboration enables us to present Qatar’s culture, hospitality, and modern appeal to audiences worldwide.”

The multi-faceted commercial deal ensures Audi secures a financially robust partner, while Qatar gains a highly visible global vehicle for nation branding and tourism promotion as the team makes its hotly anticipated honourable debut.

This announcement is particularly significant as it further strengthens the existing, deep commercial relationship between the F1 organisation and the Qatar Investment Authority (QIA). The QIA, which previously acquired a reported substantial minority stake in the Sauber-run operation that will transform into the Audi works team, is now seeing its investment complemented by a major front-of-house sponsorship.

This partnership provides accelerated capital, strategic certainty, and unwavering confidence for Audi’s ambitious 2026 engine and team build-out program.

For Visit Qatar, the principal partnership offers a platform far beyond the singular Grand Prix weekend in Doha. As the team competes across continents, the brand will reach F1’s diverse and international fanbase, showcasing Qatar’s distinctive blend of culture, modernity, and high-end hospitality.

This aligns with Qatar’s strategic long-term vision to diversify its economy and cement its status as a global sports hub, building on the success of events like the FIFA World Cup and the annual Formula 1 race.

SA Government Locks In bp Adelaide Grand Final Until 2034 Following Decade-High Attendance Figures

Posted on December 1, 2025December 1, 2025 by Courtney

The Malinauskas Labor Government (SA Government) has secured the long-term commercial future of Australia’s premier motorsport event, announcing a landmark agreement with Supercars to lock in the bp Adelaide Grand Final as the season finale until 2034.

The decade-long commitment provides crucial stability for the sport and is highlighted by the spectacular economic and attendance success of the 2025 edition, which drew 285,700 fans, the largest turnout for an Adelaide Supercars event in ten years.

A Foundation of Investment in both Finance and Public Demand

The previous event delivered a substantial AUD72.6 million economic benefit for South Australians, validating the Government’s strategic decision to bring the street race back in 2022.

Premier Malinauskas emphasised that the contract extension provides the essential political and commercial backing needed for the event to maximise its economic opportunity.

“When we made the decision to bring back this event, we knew it had capacity to grow and generate even more economic opportunity for our state.”

“Now as the bp Adelaide Grand Final, it is delivering a truly thrilling end to the Supercars season,” Premier Malinauskas said.

Government Pushes Continued Investment as 2025 Attendance Figures Hit the Roof

The three-day total of 285,700 fans surpassed the previous year by nearly 30,000, with Sunday’s crowd alone estimated at 102,000 attendees, a figure that exceeded the crowds recorded at both the AFL and NRL Grand Finals this year.

This mass appeal confirms the event’s standing as a major national entertainment drawcard that transcends motorsport itself.

Hailing the agreement as a testament to the strength of the sport’s new Final Series program and the vital support from the South Australian Government, Supercars chief executive, James Warburton, added: “The sport couldn’t hope for a better Grand Final to our new Final series—nothing matches the atmosphere, the history, and the sheer excitement of racing through the streets of Adelaide.”

He added that securing the event until 2034 ensures fans, partners, and teams can all plan long-term, bringing much-needed financial certainty to the organisation.

The event’s evolution into a world-class entertainment product, featuring major international music acts like AC/DC and Lenny Kravitz alongside the Red Bull Racing Formula 1 showcase, further guarantees its commercial resilience and growth trajectory.

Adelaide Grand Final chief executive, Mark Warren, concluded that the commitment ensures the honoured finale will deliver unforgettable racing for the next decade, with the backing of the Government ensuring they are not just preserving history, but creating an even bigger future.

Melbourne Mavericks Confirm New SSN Coaching Structure

Posted on December 1, 2025December 1, 2025 by Courtney

The Melbourne Mavericks have announced Gerard Murphy as head coach and retaining Nicole Richardson as assistant coach, with both leaders signing two-year tenures.

This appointment ends a period of uncertainty for the Super Netball (SSN) club following the departure of inaugural coach Tracey Neville and locks in a new high-performance structure designed to challenge traditional coaching norms and ensure long-term sustainability.

Describing the move as a pivotal moment, focusing on the strategic benefits of the model, Mavericks general manager, Shae Bolton-Brown, said: “This is an exciting moment for our club. We’ve chosen a structure that plays to the strengths of both coaches and reflects our commitment to innovation and sustainability.”

“Gez and Richo have demonstrated outstanding synergy during this interim period, and we’re confident this model will give our athletes the best possible platform for success,” Bolton-Brown said.

The decision to adopt a “shared model” is a calculated move by the Mavericks’ organisation to leverage the distinct, complementary strengths of the coaching duo.

Murphy, who steps up from the highly successful Victorian Netball League (VNL) and Melbourne Vixens Academy program, brings a proven record in developing emerging athletes and implementing cohesive, system-based styles of play. His tactical and people skills, honed over 15 years in the Victorian pathway, provide a foundational knowledge critical to embedding a consistent high-performance culture.

In addition, Richardson, an elite coach with deep Diamonds knowledge, remains in an expanded Assistant Coach capacity. Her world-class technical and tactical expertise, particularly in defensive systems and international preparations for events like the Commonwealth Games, ensures the Mavs retain vital, top-tier insights while accommodating her national program commitments.

The existing successful working relationship between Murphy and Richardson from their time at the City West Falcons will be leveraged to foster immediate synergy and team cohesion.

The two-year commitment is a commercial move, reinforcing stability and clarity for contracted athletes, staff, and partners in the highly competitive SSN market.

The certainty provided by the tenure and the dual expertise model, which general manager Bolton-Brown, noted reflects the club’s belief in “challenging traditional norms” is intended to be a key differentiator in attracting and retaining top-tier talent as the club establishes its long-term brand identity.

Newly-appointed head coach Murphy expressed his honour in leading the team, eager to build a program that equally values connection and performance.

Bonds Flying Roos Secure Major Multi-Year Deals Ahead of USD 2 Million SailGP Grand Final

Posted on December 1, 2025December 1, 2025 by Courtney

The Bonds Flying Roos, Australia’s dominant force in the SailGP league, have increased their commercial foundation with two major multi-year partnerships, welcoming global software company monday.com and Australian-founded online trading platform Blueberry.

The announcement, comes along with the debut of a promotional video featuring co-owners Hugh Jackman and Ryan Reynolds, arrives just as the team heads into the high-stakes Abu Dhabi Grand Final where a USD2 million (AUD3 million) prize purse is on offer.

The injection of new capital and enterprise technology marks a step in reinforcing the team’s commercial maturity and operational efficiency as they chase a record fourth championship title. The unique commercial appeal driven by co-owners Jackman and Reynolds, who acquired their stake earlier in the season, was immediately leveraged in the partner video.

In a joint statement, the co-owners leaned into their signature self-aware humour, stating they feel a tremendous responsibility to keep the Bonds Flying Roos on top, adding that monday.com’s elite planning and Blueberry’s surgical trading precision position them well for the Grand Final.

Monday.com joins as the Official Global Work Management Partner, providing a operational upgrade. The AI-first platform is tasked with unifying workflows across performance planning, complex team logistics, content production, and crucial race-week execution.

For the technology giant, the partnership aligns its enterprise solution with the high-performance, data-driven demands of a sporting organisation that manages people and equipment across continents at championship speed.

Adding their enthusiasm about the partnership, monday.com chief marketing officer, Harris Beber, noted: “Championship teams aren’t defined only by what happens on race day; they’re defined by everything they execute between events.”

The second major partner, Blueberry, enters as the Official Online Trading Partner. For the Australian-founded financial services brand, the multi-year deal is a strategic investment aimed at expanding its global footprint.

Blueberry sees SailGP as the ideal international arena to connect with audiences who value precision, agility, and high-stakes decision-making, qualities shared by the elite athletes and smart traders.

Sharing how the partnership marks a “major milestone” as they expand their global presence, CEO, Dean Hyde, was thrilled to team up with “one of Australia’s most successful and dynamic sporting outfits.”

Bonds Flying Roos Driver and CEO, Tom Slingsby, welcomed the support, stating the new commercial platform provided crucial momentum.

Budget Car & Truck Rentals Partners with Parramatta Eels

Posted on December 1, 2025December 1, 2025 by Courtney

Budget Car & Truck Rentals has signed on as a major partner of the Parramatta Eels.

Emphasising that this partnership represents more than just a financial injection, and calling it an important step forward for the club, Eels CEO, Jim Sarantinos, said: “We’re delighted to welcome Budget Car & Truck Rentals to the Eels family.”

“Their commitment to supporting our NRLW program, both through sponsorship and practical assistance for our players, highlights their genuine investment in the growth of the women’s game,” Sarantinos said.

Acknowledging the significance of making history with the inaugural back-of-shorts placement, Budget’s managing director, Ben Cully, added: “As a business with a long history in Sydney’s West, we’re passionate about supporting the community and empowering women in sport.”

“Helping players settle in and get to training with ease is something we’re particularly proud to contribute to,” Cully said.

The partnership aligns two organisations with deep roots and community connections across Western Sydney. Budget, which celebrates 60 years of operation in Australia in 2025 as part of the global AvisBudget Group, has locations spread throughout the region, offering the brand a powerful platform to deepen local market penetration while supporting a key community asset.

Beyond the tangible exposure of shorts branding and match-day LED signage across both NRL and NRLW fixtures, the agreement is structured to provide crucial operational support to the Eels’ women’s program.

The practical component of the sponsorship provides enough commercial value that directly assists the athletes. Budget will supply vehicles from its extensive fleet to aid NRLW players relocating to Sydney, a practical investment that directly addresses the logistical challenges facing elite female athletes as the game continues its push towards full professionalisation.

St Kilda FC Secures RIO Sound & Vision as Official Partner

Posted on December 1, 2025December 1, 2025 by Courtney

The St Kilda FC has announced a new Official Partnership with home entertainment powerhouse, RIO Sound & Vision

Emphasising that the partnership extends beyond traditional branding, and resting on a foundation of shared corporate philosophy, St Kilda CEO, Carl Dilena, said: “We’re delighted to welcome RIO Sound & Vision to the Saints’ partnerships family.”

“The team at RIO share our drive to push boundaries and pursue excellence. Their commitment to quality and innovation aligns perfectly with the high-performance environment we continue to build at St Kilda,” Dilena said.

This endorsement frames the partnership not merely as sponsorship, but as a reciprocal relationship that reinforces the club’s strategic push for competitive advantage.

Confirming the company’s objective to utilise the partnership to showcase its precision and bespoke design capabilities, RIO Sound and Vision sales manager, Robert Surauce, said: “We’re incredibly excited to announce our Official partnership with St Kilda and can’t wait to bring our expertise in immersive home entertaining to the passionate Saints’ faithful.”

“This partnership reflects our desire and commitment to innovation, precision and excellence, values mirrored in the clubs own elite performance culture,” Surauce noted.

The strategic visibility on the coaches’ attire ensures RIO’s brand is associated with every crucial tactical decision made on game day.

RIO Sound & Vision brings more than 30 years of expertise in world-class home entertainment, having built a reputation for delivering cutting-edge technology, bespoke design, and exceptional customer experiences.

For the organisation, the partnership provides a direct channel to engage the Saints’ passionate and discerning fanbase, aligning the brand’s reputation for premium, tailored solutions with the elite standards pursued within the AFL.

Its Preston flagship store, recognised as the world’s largest home theatre complex, provides a unique physical asset to leverage in partnership activations.

Ultimately, the agreement positions RIO to target consumers who value technical expertise and tailored design, while providing the St Kilda organisation with significant commercial backing from a market leader.

Both parties expressed anticipation for creating experiences that exceed expectations, solidifying the club’s corporate roster as it prepares for the competitive demands of the 2026 season.

Australian Athletics Secures Global Double with Olyslagers and McAvaney at World Athletics Awards

Posted on December 1, 2025December 1, 2025 by Courtney

Australian Athletics has strengthened its international standing following a historic night at the 2025 World Athletics Awards in Monaco, where Olympic silver medallist, Nicola Olyslagers, was named World Athletics Field Athlete of the Year and legendary broadcaster, Bruce McAvaney, received the prestigious President’s Award.

Olyslagers’ victory marks a milestone for the sport domestically, as she becomes only the second Australian in history to claim one of World Athletics’ top individual honours, following Sally Pearson in 2011. The accolade caps a commercially and competitively dominant season for the high jumper, who secured both the indoor and outdoor world titles, the Diamond League crown, and reset the Oceanian record to 2.04m.

Describing the dual recognition as a “defining moment” for the organisation, and noting the impact of Olyslagers’ global profile on the local ecosystem, Australian Athletics CEO, Simon Hollingsworth, said: “Nicola’s season sits among the greatest in Australian athletics history. To win indoor and outdoor world titles, break records and consistently elevate the standard of high jump globally is extraordinary.”

The evening also underscored the role of media in elevating the sport, with Bruce McAvaney recognised for five decades of exceptional service to broadcasting. World Athletics President Sebastian Coe presented McAvaney with the President’s Award, acknowledging his unique ability to contextualise performance for a mass audience.

Only the second Australian to receive the honour after the late Peter Norman, McAvaney, highlighted the enduring power of athletics as a premier content product.

“The opportunity to call those defining, once-in-a-lifetime moments is what fuels my passion and makes my job as a broadcaster so special.”

The recognition of both Olyslagers and McAvaney reinforces Australia’s influence on the global athletics stage ahead of the Brisbane 2032 era.

Olyslagers named Field Athlete of the Year and McAvaney honoured at World Athletics Awards in historic night.

Samsung to Elevate Athlete and Fan Experiences at Milano Cortina 2026

Posted on November 30, 2025December 1, 2025 by Courtney

Samsung will leverage its Galaxy technology to enhance engagement for athletes and fans at the Milano Cortina 2026 Olympic Winter Games, building on nearly 30 years as a Worldwide Olympic and Paralympic Partner in wireless communications and computing equipment.

The technology aims to enrich Games-time moments, foster connection, and capture personal experiences for the global audience.

Commenting on the engagement, EVP and head of Mobile Marketing Centre at Samsung MX, Stephanie Choi, said: “We’re constantly looking for ways to open up our mobile innovation for billions of people around the world.”

“For nearly 40 years, Samsung has partnered with the Olympic Movement to bring the Olympic spirit to life, create meaningful connections through our technology, and redefine how athletes, fans and communities around the world engage with the Games,” Choi said.

Samsung’s presence at the Games will continue the “Open always wins” message first introduced at Paris 2024, reflecting the philosophy that an open mind fosters creativity, progress, and connection.

The initiative will showcase Team Samsung Galaxy, comprising athlete ambassadors from multiple countries and sports, sharing stories and perspectives that highlight the philosophy and inspire fans worldwide.

Key features of Samsung’s Milano Cortina 2026 program include:

Enhanced Games-time experiences: Galaxy devices will support fans and athletes in capturing and sharing moments—from the Opening Ceremony to competition highlights. The athlete-led Victory Selfie, launched at Paris 2024, will make its Winter Olympic debut, allowing athletes to create unique, personal memories.
Olympic Edition Galaxy devices: Every athlete will receive a bespoke device preloaded with tools to support their Games experience, facilitate team communication, and connect with fans globally.
Innovative engagement: Technology will underpin interactions across ceremonies, competitions, and personal storytelling, reinforcing Samsung’s legacy of combining sport and mobile innovation to deliver immersive experiences.

Samsung’s long-standing collaboration with the Olympic Movement includes milestones such as the Call Home programme at Nagano 1998, which enabled 2,500 athletes to contact family members free of charge, and ongoing support for athlete engagement and fan interaction.

By integrating cutting-edge mobile technology with the Games experience, Samsung continues to strengthen the connection between sport, technology, and community, ensuring Milano Cortina 2026 delivers memorable moments for athletes and spectators alike.

AFL Restructures Media Operations as Shift Toward Creator-Led Content Accelerates

Posted on November 30, 2025December 1, 2025 by Courtney

The AFL is undergoing one of its most significant media restructures in years, a strategic turn-away from traditional in-house production in favour of external content creators, digital specialists and third-party production partners.

The shake-up reflects a broader repositioning of how the league intends to reach and engage fans, particularly younger audiences who increasingly consume sport through digital-first channels.

Under the changes, the AFL will decommission its primary in-house production facility, Studio A at AFL House, and reduce the size of its internal production team. Content creation will instead be supported through a network of “strategic partners,” including independent creators, specialist production agencies and existing broadcast collaborators.

The move aligns with long-running trends showing fans shifting away from legacy media and towards social platforms, short-form video and personalised creator-driven content.

Central to the transition is the establishment of the “AFL Digital Network,” which will oversee content strategy across the league’s owned media channels. The unit will prioritise social and editorial output designed to maximise reach and engagement, with a focus on flexibility, speed and digital relevance.

The league has positioned the restructure as a necessary evolution as consumption habits change and the role of sport media becomes increasingly distributed across multiple platforms.

Leagues and teams are now reconfiguring operations to meet audiences where they are, on mobile devices, through influencers and via formats that prioritise immediacy and relatability.

For the AFL, the strategy is expected to accelerate its footprint across content types such as highlights packages, behind-the-scenes storytelling, fan-generated media, podcasts and real-time social content.

While front-facing journalism and commentary roles are not expected to be impacted, redundancies have occurred across production and support functions. The AFL has notified affected staff and commenced transition processes.

For fans, the league anticipates a more contemporary and platform-diverse content experience across AFL and AFLW, emphasising accessibility and engagement beyond conventional broadcast windows.

The restructure represents a strategic reset for the AFL as it adapts to a media landscape that prioritises creators, community-driven content and digital distribution over traditional studio-based production.

FIFA and Swiss Government Partner to Build Mini-Pitches in the West Bank

Posted on November 30, 2025December 1, 2025 by Courtney

FIFA, in partnership with the Swiss Federal Department of Foreign Affairs (FDFA), will open two FIFA Arena mini-pitches in the West Bank in 2026, marking the first step in a broader initiative to restore football infrastructure across the region. T

he Swiss government is contributing CHF 120,000 to the project, enabling construction and supporting a long-term plan to eventually install ten mini-pitches across FIFA Member Association Palestine and FIFA Member Association Israel.

The announcement builds on comments by FIFA President Gianni Infantino at the Sharm El-Sheikh Summit for Peace in October 2025, in which he emphasised football’s role in fostering unity and rebuilding communities.

“Football’s role has to be to support, to unite and to give hope in the region.”

“We will help rebuild all football facilities in Gaza and Palestine. We will bring football back in every corner of the country,” Infantino said.

The project pairs the initial pitches with a dedicated training program for children, creating safe spaces that promote inclusion, skill development, and personal growth.

“They represent not only infrastructure, but also a message of solidarity and a belief in football’s ability to bring communities together, even in the most challenging contexts.”

“FIFA expresses its deep gratitude to the Swiss government for this important contribution,” Infantino added.

The initiative is part of the global FIFA Arena programme, which aims to deliver at least 1,000 mini-pitches by 2030. Since March 2025, FIFA has inaugurated 30 mini-pitches in 15 countries, with additional projects scheduled in eight more nations.

To date, 59 FIFA Member Associations have signed up, with facilities delivered or installed and a new cycle of expansion launching in 2026.

FIFA Arena mini-pitches provide safe, durable spaces for communities lacking access to sport, complete with balls, bibs, and training materials to ensure meaningful activity from day one.

Beyond football, the program has acted as a catalyst for broader community improvements, including school infrastructure enhancements, increased school attendance, and local economic stimulation tied to construction and maintenance.

Sports Entertainment Group Posts Strong FY25 Results

Posted on November 29, 2025December 1, 2025 by Courtney

Sports Entertainment Group (SEG) has reported solid FY25 financial results, highlighting their achievements and a strong foundation for future growth across sports media and entertainment.

SEG recorded a 62% increase in underlying EBITDA to $10.5 million, supported by margin improvements and cost efficiencies. Total revenue reached $110.2 million, with media revenue outperforming market trends with 4% year-on-year growth. The company also reported a net cash positive position of $1.3 million, with $19 million in expected cash inflows from the sale of the Perth Wildcats in FY26. Net assets grew 31% to $73.5 million, underlining the company’s robust financial health.

Operational highlights include the acquisition of RSN and the rebranding of Racing and Wagering Western Australia’s audio assets as SEN Turf, strengthening SEG’s position in racing media. The company also returned $8.3 million to shareholders through dividends, reinforcing its commitment to sustainable capital management.

SEG’s unique “Whole-of-Sport” ecosystem integrates media assets, team ownership, and content production, delivering cross-platform audience engagement across radio, digital, social, print, and live events.

The company owns broadcast rights to major Australian sporting codes, including AFL, NRL, Cricket, and the Australian Open, and produces over 110 radio shows and podcasts weekly. SEG also owns elite teams such as the Melbourne Mavericks, Bendigo Spirit, and Perth Lynx, creating seamless connections between content, community, and commercial outcomes.

Looking ahead, Sports Entertainment Group has recorded a 63% growth in underlying EBITDA in the first four months of FY26, with September marking the highest revenue and EBITDA month since the 2018 Pacific Star and Crocmedia merger.

The company reaffirms its guidance for double-digit EBITDA growth in FY26, expecting at least 20% increase compared to FY25, and anticipates a cash position of $30–35 million by year-end, supported by disciplined capital management.

Sports Entertainment Group is focused on leveraging its strategic assets to participate in global media consolidation, expanding its exclusive rights to premium sporting content, and investing in emerging areas such as women’s sports and digital-first content.

This diversified ecosystem positions SEG for sustained growth and continued innovation across sports media and entertainment.

QSport and Griffith University Forge Two-Year Partnership to Advance Women in Sport

Posted on November 28, 2025November 28, 2025 by Courtney

QSport has announced a landmark two-year partnership with Griffith University, extending through June 2027, to strengthen gender equity, leadership, and participation in sport across Queensland.

As part of the agreement, Griffith University becomes Naming Sponsor of the Queensland Sport Awards’ Athlete of the Year Award, reinforcing the profile of the state’s premier sporting recognition while underlining Griffith’s commitment to athlete development, high-performance pathways, and sport research.

A central element of the collaboration is the Women in Sport Leadership Series, a suite of networking and professional development events designed to spotlight Queensland’s women leaders in sport. The series will also actively engage male allies who champion gender equity, creating opportunities for broader cultural change and fostering inclusive practices in the sector.

Commenting on the partnership, QSport CEO, Shantel Netzler, said: “This partnership with Griffith University is a powerful step forward. By combining our networks, insight-capabilities and shared values, we will shine a spotlight on the inspirational women leading sport in Queensland—and crucially, we will build meaningful systems to lift and support the next generation of leaders.”

Griffith Sports college director, Naomi McCarthy OAM, added: “Our sponsorship of the Athlete of the Year Awards aligns strongly with Griffith’s reputation for high performance and our longstanding support for elite athletes.”

“We are excited to collaborate on the Women in Sport Series, advancing gender equity and driving positive impact across the sector,” McCarthy added.

The partnership will further focus on identifying emerging female leaders in sport and connecting them with mentors from QSport’s network of senior administrators, coaches, officials, and industry influencers. This initiative is designed to establish meaningful pathways for women to progress into leadership roles, supporting more diverse and capable governance structures.

In addition, QSport and Griffith University will collaborate on a research program examining the lived experiences of women in sport, informing actionable recommendations for improving gender equity on sporting boards. The insights gathered will support evidence-based strategies for sustainable systemic change.

Established in 1992, QSport is the peak body for the sport industry in Queensland, supporting more than 70 State Sporting Organisations. It is dedicated to building leadership, advocacy, and measurable impact while bringing diverse communities into sport.

Further details about the Women in Sport Leadership Series, mentorship opportunities, and upcoming insights reports will be released as the partnership progresses.

World Rugby and Emirates Extend Global Partnership Through 2035

Posted on November 28, 2025November 28, 2025 by Courtney

World Rugby and Emirates have announced a landmark multi-tournament partnership, described as the governing body’s largest, longest, and most comprehensive to date.

The agreement strengthens a long-standing relationship, positioning Emirates as a Platinum Partner and Principal Partner of the men’s and women’s Rugby World Cups through at least 2035.

The expanded deal covers every Rugby World Cup over the next decade, including the Men’s and Women’s Rugby World Cups in Australia in 2027 and 2029, the 2031 and 2033 editions in the United States, and the men’s 2035 World Cup. It also includes all global qualifying events, embedding Emirates across the sport’s full performance pathway.

Commenting on the partnership, World Rugby CEO, Alan Gilpi, said: “The landmark deal is more than a record renewal – it is a major statement of belief in rugby’s global potential. Emirates recognises the sport’s power to unite and inspire fans worldwide.”

Expressing his enthusiasm about the partnership, World Rugby chief revenue officer, Michel Poussau, added: “Our partnership with Emirates is one of the most recognisable in sport and we are proud of what we have achieved together since 2007.”

Concluding his thoughts about the partnership, Emirates president, Tim Clark, noted: “Since 2007, Emirates has been a proud partner of World Rugby, and this ten-year extension, our longest yet, demonstrates our shared commitment.”

“Rugby continues to grow worldwide, and we’re committed to amplifying that momentum by flying fans from every corner of the world to experience these tournaments live,” Clark said.

The partnership reflects the rising influence of women’s rugby following a “game-changing” Women’s Rugby World Cup in 2025.

Emirates will serve as Principal Partner of the Women’s Rugby World Cup, underlining both the commercial value and global growth of the women’s game. The airline’s iconic “Fly Better” branding will continue to feature on match officials at Rugby World Cups and international fixtures, while joint initiatives will engage fans through digital channels.

Emirates’ association with rugby began in 1987 at the Dubai Rugby Sevens and has grown into the airline’s longest-running sports sponsorship.

The partnership has been instrumental in elevating the sport’s global profile, including sponsorship of the 2011, 2015, 2019, and 2023 Men’s Rugby World Cups and the 2025 Women’s Rugby World Cup.