Page 42 – Ministry of Sport

Nectr Expands Partnership with Penrith Panthers

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

Australian energy retailer Nectr has announced an expanded partnership with the Penrith Panthers, taking naming rights for the club’s elite training facility.

From 2026, the Panthers Rugby League Academy will officially be known as the Nectr Rugby League Academy, reinforcing Nectr’s longstanding association with the club.

The agreement extends Nectr’s involvement, which has included branding on the back-left panel of the club’s playing and training shorts for the past three seasons, through 2026 and 2027, with an option to extend further.

The partnership also strengthens engagement at the grassroots level, directly supporting the Panthers Juniors, the largest junior rugby league network in the Southern Hemisphere. This network spans over 580 teams and 8,500 participants, including 1,950 female players, across 23 clubs in Western Sydney and the surrounding region.

Commenting on the partnership, managing director of Nectr, Hayden Barry, said: “This renewed partnership is about more than naming rights; it’s a shared commitment to a cleaner, sustainable, and more inclusive future.”

“By aligning with the Penrith Panthers, Nectr is amplifying our mission to drive positive change in the community, both on and off the field,” Barry said.

The Nectr Rugby League Academy exemplifies the partnership’s sustainability focus. Powered by solar panels installed in 2021, the facility has already saved the club more than $54,000 annually through energy efficiency and reduced operating costs.

Expressing his enthusiasm on how the partnership is both performing and sustainable, Panthers Rugby League CEO, Matt Cameron, added: “We are thrilled to extend our partnership with Nectr. Their support has been instrumental in creating an environment that is not only high-performing but also sustainable, ensuring the long-term success of our club on the field and in the community.”

Nectr, a recent recipient of four 2026 Mozo Expert Choice Awards, is committed to helping Australian homes and businesses transition to cleaner, more efficient energy solutions. As part of the partnership, Penrith Panthers members receive a $500 discount when choosing Nectr for home or business energy installations.

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TikTok Announce UK Premium IP Strategy with New Sport Publisher Manager Role

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

TikTok has announced its commercial content strategy, initiating the recruitment of a new Sport Publisher Manager based in London.

The appointment, housed within the platform’s Content Operations unit, focuses on securing and optimising premium intellectual property (IP) from major rights-holders across the United Kingdom.

The creation of the role indicates a distinct shift in the social media giant’s operational model, moving beyond its foundation of user-generated content to actively pursue and scale partnerships with established UK broadcasters, media organisations, and professional sports bodies.

The Manager will be tasked with driving publisher growth by supporting partners in their short-video output and aligning strategic projects with TikTok’s broader product priorities.

The move highlights the movement to embed TikTok as a critical distribution and monetisation channel for professional sports, particularly as the battle for digital market share against competing platforms intensifies.

The new hire will serve as the primary point of contact for a portfolio of accounts, ensuring contract alignment and providing content strategy expertise, specifically during high-value sporting ‘tentpole’ moments.

The platform views this recruitment as vital to building a bespoke support program for top-tier rights-holders, aiming to transform engagement into tangible commercial value for both parties.

Ultimately, the appointment reinforces TikTok’s commitment to becoming an indispensable partner for UK sports organisations seeking to monetise their archives and reach the next generation of fans globally.

The Link regarding the Sport Publisher Manager position can be found here.

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FIFA and Globant Expand Partnership to Deliver Enhanced Digital Services

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

FIFA has expanded its partnership with Globant, a digitally native technology company, to deliver advanced IT solutions, software, and digital platform services across FIFA’s ecosystem.

The agreement builds on a four-year collaboration and extends Globant’s role as a Tournament Supporter for the FIFA World Cup 2026 in Canada, Mexico, and the United States, and the FIFA Women’s World Cup 2027 in Brazil.

The partnership aims to leverage digital innovation to make football more inclusive and accessible, offering tailored experiences to fans worldwide while supporting FIFA’s broader goal of transforming engagement across all tournaments.

By integrating advanced platforms, mobile tools, and data-driven insights, FIFA and Globant are set to redefine the digital landscape for football.

Commenting on the partnership, co-founder and CEO of Globant, Martin Migoya, said: “We are thrilled to deepen our collaboration with FIFA and jointly embark on this new phase of innovation for football.”

“Technology can amplify the power of sport – enabling deeper connections, richer experiences and more personalised journeys for fans around the world,” Migoya said.

Adding her enthusiasm about the partnership, FIFA secretary general, Mattias Grafström, added:“This new agreement between FIFA and Globant reflects each organisation’s vision to reimagine how football is experienced in the digital era, while preserving the emotion, community and global reach that bring the game to every corner of the world.”

The expansion will also support other key FIFA competitions, including the FIFAe Finals 2025 in Saudi Arabia and the FIFA U-20 World Cup 2027 in Azerbaijan and Uzbekistan. Globant will contribute to enhancements of FIFA’s digital platforms and a new mobile application designed to improve fan interaction, engagement, and personalisation.

The 2026 Men’s World Cup will be a landmark event, being the first tournament to feature 48 national teams and the first to be hosted across three countries.

The 2027 Women’s World Cup will mark the tournament’s debut in South America, hosted in Brazil. Both events represent a significant step in FIFA’s strategy to expand global reach and deliver immersive, interactive fan experiences.

AEG and Marriott Bonvoy Renew Global Partnership

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

AEG, the global leader in sports and live entertainment, and Marriott Bonvoy, Marriott International’s travel and loyalty platform, have announced a multiyear renewal of their partnership. Initially launched in 2013, the collaboration now spans multiple continents and reaches millions of fans across arenas, festivals, and championship events.

The renewed agreement expands international reach, prioritises music experiences, and creates a more connected fan journey through new AXS touchpoints, AEG’s global ticketing platform.

Highlighting the partnership’s value for members, Marriott International executive vice president, Peggy Roe, said:“Our relationship with AEG helps us meet our members where their passions live – on arena stages, festival grounds and in the stands on game days.”

“This renewal deepens our commitment to music while maintaining our presence across some of the biggest moments in sports and live entertainment.

“Together, we’re making these incredible experiences even more accessible and rewarding for our members worldwide,” Roe said.

Expressing his enthusiasm about the partnership, AEG president and COO, Nick Baker added: “Live entertainment is a universal language, and our partnership with Marriott Bonvoy allows us to meet fans wherever their journeys take them – whether that’s a championship game, a sold-out arena concert, or a festival halfway around the world.”

“Together, we’re making it easier for fans to turn unforgettable events into extraordinary travel experiences,” Baker added

Marriott Bonvoy remains the exclusive hotel and hotel-loyalty partner of flagship AEG venues, including Crypto.com Arena in Los Angeles and Mercedes-Benz Arena in Shanghai, as well as The O2 in London and Uber Arena in Berlin.

The renewal also extends Marriott’s role as exclusive partner for four major AEG Presents festivals: Coachella Valley Music and Arts Festival, Stagecoach, All Points East, and Rock en Seine. Members will continue to access unique festival experiences and exclusive hospitality offerings.

Through integration with AXS, Marriott Bonvoy connects ticketed events with travel planning, offering fans relevant hotel offers and seamless access to venues worldwide.

The renewed partnership reflects a shared understanding of what modern fans value: convenience, premium experiences, and meaningful connections between live entertainment and travel. The collaboration enhances fan engagement across sports, music, and live entertainment, ensuring each event becomes part of a broader, memorable journey.

Essendon Football Club Reports 2025 Financial Result

Posted on November 27, 2025November 28, 2025 by Courtney

Essendon Football Club has released its 2025 Annual Report, reporting an operating profit of $0.50 million for the year ending October 31, 2025. Despite a challenging on-field season and fewer marquee home games, the result reflects the Club’s financial discipline and resilience, supported by a 3.5% revenue increase to $81.64 million.

The Club also recorded a cash profit before depreciation and amortisation of $4.90 million, with net assets of $51.29 million and no bank borrowings. Budgeting for 2026 anticipates further growth across core and commercial areas.

Membership continues as a cornerstone of the Club’s strength, with 85,568 members, up from 83,664 in 2024, providing critical support to the Club’s operations and initiatives.

Acknowledging the contributions of Essendon’s community and commercial partners, president of Essendon, Andrew Welsh, said: “Maintaining a strong, profitable football club is critical, as it allows us to consistently reinvest in every aspect of Essendon, from core football operations to essential community objectives…”

“The financial health of our Club is underpinned by the incredible loyalty of our members and our commercial partners,” Welsh said.

The Club continues investment in football infrastructure, including renewal works at the Windy Hill precinct, supported by a $0.66 million grant, while carefully managing costs across two major football venues. Spending on football programs ensures elite facilities and resources for players and coaches remain a priority.

Key 2025 commercial partners include Dutton Automotive, Fujitsu General Australia, and Toyota Material Handling Australia, along with premium partners NEC, Yakult, Liberty Financial, Palo Alto Networks, Coles Supermarkets, and TRADIE.

“This outcome is a testament to the hard work of the Board, our players, staff, and the unwavering support of our Members and supporters,” Welsh added.

The Club’s clear strategic direction aims to sustain excellence on and off the field, combining strong financial management, loyal membership, and commercial partnerships to secure long-term growth and competitive performance.

The 2025 Essendon Football Club AGM is scheduled for Wednesday, December 17, 2025, at 6.30pm at the Essendonians Function Centre, The NEC Hangar, Melbourne Airport.

Netball Australia Reveals ‘Made in Netball’

Posted on November 27, 2025November 28, 2025 by Courtney

Netball Australia has launched Made in Netball, a 10-year national strategy designed to expand the sport’s total playing and non-playing community to two million people by 2035, positioning the organisation for long-term sustainability ahead of major milestones including the 2027 Netball World Cup and a potential Brisbane 2032 Olympic debut.

Unveiled by chair Liz Ellis AO, the strategy outlines a unified plan to reinforce netball’s position as one of Australia’s most accessible and community-driven sports.

Ellis said the initiative responds to both growing demand and a need for a more coordinated long-term vision across the sport’s national and state-based systems.

“It’s a pivotal decade for netball.”

“We want to ensure the game continues to grow, inspire, and deliver opportunities for participants from every background,” Ellis said.

Chief Executive Stacey West said the plan is centred around strengthening pathways, enhancing community engagement, expanding digital capability, and elevating the profile of its elite competitions and national teams.

The strategy articulates several headline ambitions:

Growing the total netball community to two million by 2035.
Cementing the Australian Diamonds as the most recognisable female national team and maintaining world No.1 performance standards.
Positioning Super Netball as Australia’s leading women’s sports league and the world’s most followed netball competition.
Embedding governance and operational excellence to deliver a “gold standard” administration model.
Creating a national framework to broaden First Nations participation and pathways.
Delivering a comprehensive data strategy, including a new digital hub and fan app to unite the sport’s participation, competition, and fan ecosystems.

The organisation sees digital transformation as fundamental to modernising the sport, improving member services, and strengthening commercial opportunities across broadcast, sponsorship, and fan engagement.

The launch comes at a time of heightened visibility for netball, with the Diamonds competing in major global tournaments over the next three years. National captain Liz Watson said the strategy provides clear direction for how athletes can contribute to the sport’s broader growth.

Netball Australia will begin rolling out the first phase of Made in Netball immediately, with further implementation milestones expected in the lead-up to the centenary celebrations in 2027.

ELF and EFA Agree to Reunify for 2026 Season Under New Team-Led Governance Model

Posted on November 27, 2025November 28, 2025 by Courtney

The European League of Football (ELF) and the European Football Alliance (EFA) have reached a cooperation agreement to reunify professional American football in Europe, commencing with the 2026 season.

The deal brings an end to a period of instability in the European game, establishing a new transparent, team-led governance model designed to secure the sport’s long-term commercial viability.

The reunification follows a turbulent offseason that threatened to fracture the continental ecosystem.

The formation of the EFA saw several top franchises, including the Stuttgart Surge, the 2025 ELF champions, attempting to break away in pursuit of better stability. The urgency for a unified front was underscored earlier this week when the Surge, despite their recent on-field success, filed for insolvency, highlighting the fragile economic reality of a divided market.

Under the new structure, the league will transition to a shared leadership model overseen by a Board of Governors comprising teams and shareholders. This body will assume responsibility for critical commercial pillars, including league-wide planning, media rights, competition licensing, and standardised independent auditing.

The move aims to align incentives across markets and prioritise financial reliability for investors and partners.

As part of the restructuring, Zeljko Karajica will step aside from league governance and operations. The organisations acknowledged his role in building the initial platform but confirmed the transition to a more collaborative structure was necessary for future growth. The reunification process was heavily facilitated by Ingo Schiller, whose mediation on behalf of the ELF was pivotal in resolving structural barriers.

The agreement is backed by a consortium of key investors, including 885 Capital, Oakvale Capital, D2D4, and Gandler Sports Group. Joint working groups are now finalising the league composition, venue standards, and broadcast protocols for 2026, with a final list of participating teams to be announced in the coming weeks.

India Confirmed as Host for Centenary Commonwealth Games for 2030

Posted on November 27, 2025November 28, 2025 by Courtney

Amdavad (Ahmedabad), India has been officially confirmed as host of the 2030 Centenary Commonwealth Games, marking a landmark moment for both India and the Commonwealth Sport Movement.

The decision was approved by delegates from 74 member nations and territories during the Commonwealth Sport General Assembly in Glasgow.

India’s proposal centred on staging the Games in Amdavad, within the state of Gujarat, offering a large-scale, youth-focused vision backed by cultural depth, strong government support and major infrastructure investment.

The hosting announcement was accompanied by a surprise performance of Garba dancers and dhol drummers, symbolising the cultural identity and community engagement India aims to bring to the Centenary edition.

The confirmation of Amdavad continues the reset underway across the Commonwealth Games model, with Glasgow 2026 serving as the next event before the Movement shifts focus to India for 2030.

Commonwealth sport president, Dr Donald Rukare, described the selection as the beginning of a “new golden era”, highlighting India’s scale, strategic importance and sporting ambition. He also noted that strong interest is already emerging for the 2034 Games and beyond.

For India, 2030 represents both a symbolic milestone and a strategic opportunity. Commonwealth Games Association of India president, Dr PT Usha, said the event will celebrate a century of the Movement while setting the tone for its future, emphasising themes of progress, cultural exchange and athlete development.

Commonwealth Sport also confirmed that Amdavad 2030 will feature 15–17 sports, with the final program to be determined through collaboration with international federations. Core sports already locked in include athletics (and para athletics), swimming (and para swimming), table tennis, bowls, weightlifting, artistic gymnastics, netball and boxing.

Additional sports under consideration span cricket T20, hockey, cycling, triathlon, badminton, 3×3 basketball, rugby sevens, squash, shooting, diving, judo, wrestling and others.

Hosts will also have the option to propose up to two new sports or traditional disciplines.

Athletes have welcomed the announcement, with Scotland’s Duncan Scott and India’s world champion boxer Jaismine Lamboria both citing the significance of a home Games atmosphere and the opportunity for India to showcase its sporting growth on a global stage.

The full sport program and further operational details for Amdavad 2030 are expected to be confirmed next year.

World Rugby Unveils Expanded Three-Tier HSBC SVNS Structure with New Global Destinations

Posted on November 27, 2025November 28, 2025 by Courtney

World Rugby has officially launched the HSBC SVNS 2026 season, announcing a refreshed three-tier global structure designed to provide a transparent competitive pathway ahead of the LA 2028 Olympic Games.

The expansion includes strategic entry into new host cities across the United States and Europe, reinforcing the governing body’s strategy to broaden the sport’s commercial footprint and competitive depth.

The new format ensures full gender parity with equal participation fees, marking a significant commercial and governance milestone for the sport.

Emphasising the strategic timing of the overhaul relative to the Olympic cycle, World Rugby chief executive Alan Gilpin, said: “We’re entering an exciting new era for sevens as we kick off the journey to LA 2028.”

“With all fixtures locked in across all three levels of HSBC SVNS, it’s really all to play for… Sevens is ready to thrill fans like never before,” Gilpin said.

The top-tier competition is split into the HSBC SVNS Series—featuring six destinations including the newly added New York leg alongside Dubai, Cape Town, Singapore, Perth, and Vancouver—and a high-stakes World Championship.

This Championship will culminate in a double-header finale in two new European markets: Valladolid (Spain) and Bordeaux (France), following a kickoff at the iconic Hong Kong Sevens.

To facilitate promotion and relegation, World Rugby has locked in destinations for the second and third divisions.

HSBC SVNS 2 will tour Nairobi, Montevideo, and São Paulo, while HSBC SVNS 3 will operate as a singular qualification event in Dubai in January 2026.

This tiered system allows teams to progress from regional competitions to the elite level within a single season, addressing long-standing calls for better competitive pathways for emerging nations.

The launch in Dubai highlighted the format’s role in high-performance talent pipelines, noting that 48 athletes at the recent Women’s Rugby World Cup 2025 were products of the sevens circuit.

The 2026 season kickoff aims to integrate this sporting evolution with a major entertainment festival strategy, utilising global music acts to drive live event attendance and fan engagement in the Middle East.

RWC 2027 Presale Announced as Wilkinson and Gregan Reunite

Posted on November 27, 2025November 28, 2025 by Courtney

Anticipation is building for the Men’s Rugby World Cup 2027 in Australia, with official ticket presale dates now announced and a new global campaign teaser unveiled. The teaser features two of rugby’s most iconic figures, Australia’s George Gregan and England’s Jonny Wilkinson, recalling their memorable 2003 Rugby World Cup final clash.

The campaign draws on that historic rivalry to celebrate rugby’s passion, pride, and international unity, setting the stage for a tournament expected to be one of the most electrifying in the event’s history. The full campaign will roll out across broadcast, digital, and social channels on 2 December.

Commenting on the announcement, managing director of Men’s Rugby World Cup Australia 2027, Chris Stanley, said: “Men’s Rugby World Cup 2027 promises to be the biggest and most electrifying tournament yet.”

“The atmosphere, the rivalries, the national pride this campaign captures that energy and invites fans everywhere to be a part of it,” Stanley expressed.

Stanley highlighted the importance of early registration, noting unprecedented demand when Superfan Passes were released earlier this year and emphasising the accessibility of the tournament, with one million tickets priced under AUD$100.

Fans will also have the opportunity to follow the RWC 2027 Draw, scheduled for 3 December at 20:00 AEDT (GMT+11).

The event will be broadcast live on Stan Sport, 9Gem, 9Now, and streamed globally via RugbyPass TV and the World Rugby YouTube channel.

Presenters include World Rugby chair Brett Robinson, All Blacks legend Dan Carter, former Wallabies captain James Slipper, and Olympic gold medallist Alicia Lucas.

The campaign teaser featuring Gregan and Wilkinson serves as both a nostalgic nod to rugby history and a strategic push to ignite global interest in RWC 2027. It highlights the tournament’s ambition to combine the excitement of elite rugby with a unifying fan experience across nations.

With presales underway and the draw imminent, the 2027 World Cup is positioning itself as a landmark event for Australian sport, combining historic rivalries, broad accessibility, and international engagement to deliver one of rugby’s most eagerly anticipated tournaments.

Swimming NSW Welcomes Hawk-Eye Technology at SOPAC

Posted on November 27, 2025November 28, 2025 by Courtney

Swimming NSW has unveiled Hawk-Eye technology at the Sydney Olympic Park Aquatic Centre (SOPAC), marking the venue as the first in the state to adopt the globally recognised system used at major international events, including the Paris 2024 Olympic and Paralympic Games.

The upgrade, funded by the NSW Government, aligns with Swimming NSW’s long-term strategic direction and positions the organisation to strengthen competition integrity, enhance technical officiating, and improve high-performance development across the pathway.

Swimming NSW CEO and Olympic silver medallist, Kirsten Thomson OLY, said the technology is a major milestone for the sport.

“Technology and innovation are key pillars of our 2032 Strategic Plan, and we are grateful for the NSW Government’s significant investment in the future of swimming.”

“Importantly, this upgrade strengthens the accuracy of officiating and provides our Technical Officials with the opportunity to develop world-leading skills using technology recognised by World Aquatics,” Ms Thomson said.

Hawk-Eye’s multi-angle vision processing tools will support fairer and more consistent competition environments, while giving athletes and coaches deeper performance insights—an increasingly valuable component of elite swimming programs as the sport moves toward Brisbane 2032.

Technical Officials will operate the system once a staged training and onboarding program is completed, with rollout occurring across Swimming NSW events during the 2024–25 summer season.

Swimming NSW acknowledged the NSW Government and Sydney Olympic Park Authority for backing efforts to maintain world-class operational standards at Olympic legacy venues.

The investment reinforces SOPAC’s continued role as a national high-performance hub while strengthening NSW’s broader aquatic ecosystem through technology-driven officiating and development pathways.

SEG Posts Strong FY25 Results and Promising FY26 Outlook

Posted on November 27, 2025November 28, 2025 by Courtney

Sports Entertainment Group (SEG) has reported solid FY25 financial results, highlighting big 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, SEG 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.

SEG 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.

Adelaide 36ers Extend Partnership with Sports College SA

Posted on November 27, 2025November 27, 2025 by Courtney

The Adelaide 36ers have announced the continuation of their successful partnership with Sports College SA, reaffirming a commitment to fostering young talent and creating pathways for students pursuing careers within the sporting industry.

The ongoing collaboration provides students at the specialist independent senior college with unique, practical learning experiences, bridging the gap between education and elite sport.

Students are immersed in the professional environment of the NBL club, gaining valuable insights into key areas such as athlete development, sports management, marketing, and community engagement.

Emphasising the importance of supporting future industry professionals, Adelaide 36ers general manager of Social Impact and Community, Ross Wait, said: “The College’s commitment to education, personal growth and providing pathways for young people in sport aligns perfectly with what we stand for as a club.”

“Together, we’re helping to build the next generation of sports professionals, both on and off the court,” Wait said.

Noting that the partnership delivers a “game-changing opportunity” by connecting a passion for basketball with tangible educational outcomes, principal of Sports College SA, Matthew Daly, added: “By combining a passion for basketball with meaningful pathways and SACE completion, we’re empowering students to learn in ways that feel authentic, connected, and inspiring.”

The partnership reflects the club’s broader focus on community and development initiatives. Students receive opportunities for:

Work placements and volunteer experience with the 36ers.
Assisting in the delivery of community programmes as coaches.
Gameday experience working on NBL home fixtures.

The partnership ensures that young South Australians are equipped with the skills and confidence required to thrive in the professional sports landscape, regardless of whether they choose an athletic or administrative career path.

Hellmann’s Signs Multiyear Deal as Official NFL Sponsor in Australia

Posted on November 27, 2025November 27, 2025 by Courtney

The National Football League (NFL) has secured a multiyear sponsorship agreement with Hellmann’s, the world’s leading mayonnaise brand, positioning the brand as an Official Sponsor of the league in Australia.

The landmark partnership coincides with the NFL’s aggressive expansion into the Australian market and names Hellmann’s as an Official Sponsor of the historic 2026 NFL Melbourne game, set to be played at the iconic Melbourne Cricket Ground (MCG). This will be the first-ever regular-season NFL game hosted in Australia.

Underscoring the strategic value of the deal, NFL Australia & New Zealand general manager, Charlotte Offord, said: “Australia is a significant growth market for the league, and this partnership will bring creative, exciting experiences to our more than 7.5 million fans throughout the region in the seasons ahead.”

Championing the natural brand alignment, Unilever’s Foods head of marketing & strategy, Anne-Louise Lucchitti, added: “Hellmann’s & the NFL are the perfect gameday pairing.”

“Hellmann’s is all about making the ordinary, extraordinary and elevating the gameday experience is something we are experts in,” she said.

Hellmann’s, a brand globally synonymous with elevating gameday food culture, will leverage the sponsorship to enhance the fan experience.

The brand’s activation strategy will focus on delivering once-in-a-lifetime experiences for Australian fans, including:

Inspiring recipes and content for the perfect gameday spread.
Key fan sweepstakes with chances to win trips to the Playoffs and Super Bowl LX.
Bespoke Hellmann’s x NFL content and in-market event activations.

The partnership arrives as the NFL continues to invest heavily in its regional presence, having established its Australia and New Zealand office in 2022 and launched the NFL Academy APAC in 2024 to foster local talent and grow the grassroots programme through NFL Flag football.

Melbourne Stars Power Up Sustainability with Greenworks Australia Premier Partnership

Posted on November 26, 2025November 27, 2025 by Courtney

The Melbourne Stars have announced a new Premier Partnership with Greenworks Australia, a global leader in sustainable battery-powered outdoor equipment, for the upcoming BBL|15 season.

The collaboration is founded on shared values of environmental responsibility, with Greenworks’ innovative, zero-emission technology complementing the Stars’ commitment to reducing environmental impact.

The Greenworks logo will gain immediate visibility, featuring prominently on the players’ helmets and caps for the BBL this summer.

The partnership also extends to the WBBL team, where the logo is already featured on the helmets, having been seen during Meg Lanning’s recent incredible innings of 135 off 74 balls.

Expressed enthusiasm for the strategic fit, and commmenting on the partnership, general manager of the Melbourne Stars, Max Abbott, said:“We’re always seeking to work with partners who are environmentally conscious and Greenworks share these values with us. We look forward to amplifying their products and positive message throughout the season.”

Abbott also noted the cultural connection between summer, the outdoors, and the organisation’s environmentally aware approach.

Confirming the mission behind their first major cricket partnership, managing director of Greenworks Australia, Adam Duggan, added: “We’re thrilled to partner with the Melbourne Stars. Our mission has always been to provide high-quality performance, eco-friendly solutions, and we look forward to promoting these products to Stars fans and members across the Summer of Cricket.”

Greenworks, which has its Australian base in Derrimut, Victoria, provides a comprehensive range of battery garden products from consumer to full commercial solutions, making it a fitting Australian partner to promote sustainable living alongside elite sport.