Page 5 – Ministry of Sport

QSport CEO Tim Klar to Depart as Organisation Prepares for Next Phase

Posted on September 1, 2025 by Courtney

QSport has announced that Chief Executive Officer Tim Klar will step down on 26 September, concluding a two-and-a-half-year tenure leading Queensland’s peak sporting body.

The timing comes at a critical moment for the state’s sporting sector, with preparations accelerating toward the Brisbane 2032 Olympic and Paralympic Games.

Klar’s Tenure

Since taking on the role, Klar has overseen a stronger focus on government relations, member engagement, and collaboration between state sporting organisations (SSOs) and disability sporting organisations (SSODs).

Reflecting on his time at QSport, Klar said: “It has been a privilege to lead the industry’s peak body, especially as we advance towards Brisbane 2032.”

He also noted the importance of member-led priorities, pointing to the role of QSport members in shaping both grassroots participation and legacy planning for the Games.

Recruitment Underway

The QSport Board has confirmed that interim governance arrangements will be in place until a new CEO is appointed. Recruitment is now open, with applications closing on 14 September and a permanent appointment expected before the end of the year.

The organisation is positioning the vacancy as an opportunity to attract a leader with experience in governance, commercialisation, and stakeholder advocacy, skills seen as essential for guiding the sector through increased investment and scrutiny in the lead-up to 2032.

Strategic Priorities

The incoming CEO will be tasked with strengthening commercial pathways, driving digital and participation growth, and implementing state-wide strategies for inclusivity and equity.

QSport represents more than 70 SSOs and SSODs, giving the role significant influence over how the state’s sporting landscape evolves in the decade ahead.

Klar’s departure underscores the importance of stable leadership during a period of heightened strategic opportunity. As Queensland looks to leverage Brisbane 2032 for long-term community and industry benefits, QSport’s next leader will play a central role in balancing advocacy with commercial outcomes.

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Andrew Hill to Depart PNG for Panthers

Posted on September 1, 2025 by Courtney

Papua New Guinea’s bid to join the NRL has reached a pivotal leadership transition, with PNG NRL CEO Andrew Hill announcing his resignation after more than three years in the role.

Hill will step down in November to become CEO of the Panthers Group, succeeding Brian Fletcher, who retires at the end of the year.

From Bid to Operational Planning

Hill’s exit comes shortly after the creation of the PNG NRL Franchise Board on 30 July, a move that signalled the project’s shift from bid stage to operational planning ahead of its proposed 2028 debut.

In a statement, Hill described his time in PNG as “an extraordinary and humbling experience” and said the establishment of the new board marked a “natural point of transition.” He expressed confidence that the governance structures now in place would ensure the project’s sustainability.

Strategic and Commercial Implications

The leadership change raises questions around continuity for a bid considered strategically significant to both the NRL and the Australian Government, which has strongly backed PNG’s inclusion as part of its regional engagement strategy.

While Hill leaves with the licence secured, the project now moves into a commercially sensitive phase. Priorities include building broadcast value, developing player recruitment pathways, securing facilities, and driving corporate partnerships.

PNG’s entry presents both opportunities and challenges, expanding rugby league into a new market while managing travel, infrastructure, and financial sustainability demands.

Hill’s Next Chapter with Panthers Group

Hill will shift from leading a government-backed expansion project to overseeing one of Australia’s most commercially diversified sports organisations.

The Panthers Group operates a multi-venue leagues club network across New South Wales and owns hospitality assets including the Pullman Sydney Penrith and the Western Sydney Conference Centre. Rugby league operations will remain under Rugby League CEO Matt Cameron, while Hill takes charge of the broader business.

Panthers Group Chairman Peter Graham said Hill’s appointment positions the organisation for “long-term success,” citing his mix of sporting and corporate experience.

MatchWornShirt and Hockey Australia’s New Partnership

Posted on September 1, 2025 by Courtney

MatchWornShirt, the global leader in authentic sports memorabilia, has announced a new partnership with Hockey Australia, giving fans of the Hockeyroos and Kookaburras the chance to own match-worn and signed jerseys.

The initiative will launch with an inaugural online auction on 4 September, coinciding with the opening match of the 2025 Oceania Cup in Darwin. Fans will be able to bid on exclusive shirts worn during the competition, marking a rare opportunity to secure a tangible piece of hockey history.

Enhancing the Fan Experience

Hockey Australia CEO, David Pryles, said the partnership connects fans more closely with their teams: “Signed, match-worn shirts capture real moments in time and reflect the journeys our teams embark upon. This initiative is an extraordinary opportunity for fans to hold a piece of hockey history.”

MatchWornShirt CEO, Tijmen Zonderwijk, added: “Australian hockey fans now have the chance to own memorabilia from some of the sport’s biggest moments. Our mission is to bring fans and collectors closer to the athletes they admire, and these auctions create that direct connection.”

Expanding Access to Iconic Moments

To celebrate the partnership, MatchWornShirt has launched a giveaway featuring a signed jersey from Kookaburras star Jeremy Hayward. Looking ahead, auctions will also include memorabilia from the 2026 FIH Pro League in Hobart, European competitions, and the 2026 FIH World Cup.

Hockey Australia joins a growing list of global teams and federations already featured on MatchWornShirt since its launch in 2017. The platform has delivered exclusive collectibles from landmark events, including The Ashes, the FIFA Club World Cup Final, and the British and Irish Lions Tour.

This collaboration positions Hockey Australia alongside some of the world’s most iconic sporting properties, while offering fans unprecedented access to memorabilia that captures defining moments on the field.

SEG Reports Record End of Financial Year Results

Posted on August 28, 2025September 1, 2025 by Courtney

Sports Entertainment Group Limited (SEG) has announced its financial results for the year ended 30 June 2025 (FY25), showcasing a year of growth and strategic achievements.

The group reported a statutory profit after tax of $22.9 million, a staggering 629% increase from FY24’s $3.1 million. Underlying EBITDA reached $10.5 million, reflecting organic growth of 62%, while operating cash flow stood at $8.5 million, positioning the group in a net cash position of $1.3 million.

Strategic Milestones Driving Growth

SEG’s FY25 results highlight the success of its initiatives, which have boosted its position in the sports media and entertainment landscape. Key achievements include:

Expansion in TV Production: SEG commenced production of Channel 7’s flagship football shows, The Agenda Setters and Unfiltered, and secured TV production rights for Harness Racing Victoria for the next five years.
Infrastructure Development: The commissioning of a second TV studio with live audience capacity and the launch of a new website and app with enhanced tipping and wagering functionality have bolstered SEG’s operational capabilities.
Portfolio Optimisation: The divestment of the Perth Wildcats and discontinuation of NZ sports teams have streamlined operations, reduced debt, and contributed to shareholder returns.

These initiatives align with SEG’s long-term strategy to build assets, brand awareness, and audience reach, positioning the group as a key player in media consolidation opportunities.

Financial Highlights

Revenue growth of $2.4 million in FY25 was accompanied by margin improvements and cost efficiencies, demonstrating the scalability of SEG’s operations. Each operating segment reported underlying EBITDA growth, with complementary services such as TV production, content creation, talent management, and events growing by 21%. SEG expects material growth across these segments in FY26.

The group’s financial strategy has also enabled a good amount of shareholder returns, with a fully franked FY25 final dividend of 1.0 cents per share declared, equating to $2.75 million. Combined with the 2.0 cents per share special dividend paid in October 2024, SEG has returned $8.3 million to shareholders over the past 12 months.

Outlook for FY26 

SEG remains confident in its growth trajectory, forecasting double-digit EBITDA percentage growth for FY26.

With a robust asset base, streamlined cost structure, and strategic focus on margin-accretive revenue growth, the group is well-positioned to capitalise on emerging opportunities in the sports media and entertainment industry.

DAZN and Team Whistle Launch Athlete-Led Podcast Exploring NIL Era

Posted on August 28, 2025August 28, 2025 by Courtney

DAZN and Team Whistle have partnered with Ohio State safety Caleb Downs and Indianapolis Colts wide receiver Josh Downs launches a new athlete-led digital media series, Downs 2 Business.

The podcast explores the realities of athlete life in the name, image and likeness (NIL) era, with content distributed across both long-form and short-form platforms.

The series is positioned at the intersection of college and professional sport, leveraging the unique dynamic of one host still competing in the NCAA system and the other already in the NFL.

This format provides DAZN and Team Whistle with a differentiated storytelling asset at a time when athlete-led content is increasingly driving engagement among younger audiences.

Distribution will span multiple channels, including audio platforms, YouTube, DAZN’s OTT network, and social media outlets such as TikTok, Instagram, and X.

Commercially, the show has already secured sponsorship from White Castle frozen foods, highlighting how NIL-era athletes are now positioned to attract brand partnerships even before entering the professional ranks.

For DAZN, which continues to diversify its content strategy beyond live rights, Downs 2 Business fits into its push to engage fans through original programming and athlete-driven narratives.

The first episode will feature Ohio State head coach Ryan Day, offering an early test of how the series blends insider access with broader cultural and commercial themes.

Both Downs brothers emphasised the focus on authenticity, with Caleb noting the show intends to provide a look inside the game, the grind, and the off-the-field side that most people never see.

The podcast underscores the shifting media landscape in US sport, where NIL has created new opportunities for college athletes to develop personal brands while still competing.

For sponsors and media partners, these projects offer both storytelling value and commercial upside, particularly as audiences increasingly seek unfiltered athlete perspectives.

Cricket Victoria Renews Medical Partnership with Victor Sports

Posted on August 28, 2025August 28, 2025 by Courtney

Cricket Victoria has announced the renewal of its partnership with Victor Sports, affirming its position as the official Medical Partner for both the men’s and women’s state programs.

This collaboration signals a commitment to maintaining high standards of athlete care through access to top-quality medical supplies.

As part of this extended agreement, Victor Sports will continue to provide Cricket Victoria with an array of high-performance sports medical products.

These include essential items such as strapping tapes, first aid kits, and other specialised medical supplies designed specifically for elite competitive settings.

Commenting on the partnership, General Manager of Consumer Business at Cricket Victoria, Dylan Prescott, said: “We’re delighted to extend our partnership with Victor Sports.”

“Their continued support ensures our players and high-performance teams have access to the best medical supplies available,” Prescott said.

Prescott also highlighted that the partnership extends beyond medical products, indicating that Victor Sports will supply high-performance staff with a variety of training aids and equipment.

The relationship between Cricket Victoria and Victor Sports, both of whom share a vision of fostering excellence in cricket, is set to grow stronger as they work collaboratively to provide world-class support to athletes.

Expressing pride in the renewed partnership, Manager at Victor Sports, Brent O’Leary, added:“Victor Sports is proud to announce the extension of its successful partnership with CV, reaffirming its commitment to supporting the growth, performance, and wellbeing of cricket players across the state.”

“As a trusted supplier of premium sports medical, physiotherapy, and rehabilitation products, Victor Sports has been working closely with CV to provide athletes, coaches, and support staff with the tools they need to perform at their best,” O’Leary noted.

Established in 1993, Victor Sports has continuously evolved its business practices and product offerings. The company now boasts a comprehensive range of sports medical and rehabilitation products, reinforcing its commitment to supporting athletes at every level of the game.

Rugby Australia Signs Three-Year Partnership with AG1

Posted on August 28, 2025August 28, 2025 by Courtney

Rugby Australia has signed a three-year agreement with functional nutrition company AG1, naming the brand as the exclusive nutrition partner of both the Wallabies and Wallaroos.

The deal will see AG1 branding integrated across apparel and match assets, further diversifying Rugby Australia’s commercial portfolio at a critical point in its rebuild strategy.

Commenting on the partnership, Rugby Australia chief executive, Phil Waugh said the partnership aligns with the organisation’s broader goals of building momentum for the national teams and leveraging major upcoming tournaments.

“The Wallaroos campaign in the UK promises to be a highly competitive tournament before a home Rugby World Cup in 2029, which represents a generational opportunity for the game,” Waugh noted.

AG1’s APAC CEO, Tim Harrington, said the agreement reflects the company’s intent to align with teams that exemplify national pride while reinforcing brand associations with performance and wellbeing.

Under the agreement, the AG1 logo will feature on the Wallaroos’ shorts until at least the end of 2027, reflecting a growing commercial interest in women’s rugby ahead of the sport’s home World Cup in 2029.

In addition, AG1 will secure placement on match balls at Wallabies home Tests this year, before extending to both national teams from 2026.

While Rugby Australia has not disclosed the value of the sponsorship, the deal provides the governing body with an additional global health and lifestyle brand aligned with its high-performance positioning.

The timing also coincides with the Wallaroos’ Rugby World Cup campaign in the UK, while the Wallabies continue their Rugby Championship fixtures following a high-profile Lions series.

From AG1’s perspective, the partnership delivers significant visibility across broadcast and in-stadium platforms.

For Rugby Australia, the deal underscores the importance of diversifying its sponsorship base at a time when competition for corporate partners remains strong.

With a series of major events on the horizon, including the 2025 British & Irish Lions tour and the men’s and women’s Rugby World Cups in 2027 and 2029, the organisation’s ability to secure long-term commercial backing will be critical in sustaining financial stability and maximising fan engagement.

Collingwood and Kangan Institute Renews Partnership

Posted on August 28, 2025 by Courtney

Collingwood Football Club has renewed its partnership with Kangan Institute in a two-year deal that continues the education provider’s support of both the men’s and women’s programs.

Under the agreement, Kangan Institute remains an official partner of the AFL men’s side and Premier Partner of the AFLW team.

Beyond branding, the partnership is structured to deliver vocational training and education opportunities to players, with a focus on skills development and career pathways outside football.

Kangan Institute, one of Victoria’s largest vocational training organisations with more than 37,000 annual enrolments, will also provide education sessions in collaboration with Indigenous leaders, coaches, and players at Collingwood.

highlighting the value of this approach, noting that Kangan’s support had been particularly significant for the club’s AFLW program over the past two years, Collingwood CEO Craig Kelly, expressed: “Kangan has played a significant role investing in our women’s football program…”

“And as part of their partnership they have committed to offering educational sessions to our First Nations leaders and coaches, as well as supporting all our players upskill through various courses,” Kelly said.

He added that the renewed deal would extend opportunities for both male and female players to develop off-field skills.

For Kangan Institute, the partnership offers visibility through one of Australia’s most prominent sporting organisations, while reinforcing its positioning in education and skills development.

Sharing the collaboration’s alignment with the institute’s mission to provide career pathways and foster inclusion, CEO Sally Curtain, added: “Together, we’re creating pathways, supporting inclusion and helping people succeed.”

Little Athletics Queensland Secures Optus as Official Partner Through 2026

Posted on August 28, 2025 by Courtney

Little Athletics Queensland (LAQ) has announced a new partnership with Optus, with the telecommunications provider becoming an official partner of the organisation until June 2026.

The agreement expands Optus’ involvement in grassroots sport, with branding to feature across LAQ events, communications, and digital channels.

In addition, Optus has taken naming rights for the Most Improved Athlete Awards, which will be relaunched under the partnership. The awards recognise athlete development and progression, aligning with LAQ’s focus on inclusion and long-term participation.

Sharing the partnership’s alignment with the organisations broader ambitions to grow opportunities for young athletes, CEO of LAQ, Christopher Davis, said: “We are thrilled to have Optus onboard supporting Little Athletics in Queensland.”

For Optus, the agreement provides access to a family-focused audience in regional and metropolitan areas.

Highlighting the community element as a driver behind the partnership, Optus’ General Manager South Queensland, Nick Channell, added: “Little Athletics is more than just sport – it’s where confidence is built, friendships are made, and families come together.”

Commercial Perspective

The deal strengthens LAQ’s sponsorship portfolio by bringing in a major national brand at a time when grassroots organisations are seeking sustainable funding models.

Telecommunications partnerships in sport often aim to build local market presence and consumer connections, with Optus positioning itself as a visible supporter of community sport in Queensland.

The sponsorship comes as grassroots sports continue to compete for corporate investment, with brands increasingly seeking partnerships that deliver both community impact and brand integration opportunities.

Hockey Australia Announces Substantial Local Artists Support

Posted on August 28, 2025August 28, 2025 by Courtney

Hockey Australia has expressed enthusiasm following the Western Australian Government’s announcement regarding the awarding of a substantial public art contract valued at AUD576,000.

Local artists Jon Tarry and James Morton, in collaboration with Noongar Elder Sharyn Egan, have secured this contract for the new AUD163 million Australian Hockey Centre.

Set to commence construction in early 2026, this state-of-the-art facility is equipped to become one of the finest hockey venues globally.

The WA Government’s investment aims to bolster support for both events and athletes, providing essential resources both on and off the pitch.

Highlighting the significance of the investment in public art through the WA Government’s Percent for Art Scheme, emphasising its role in fostering a vital cultural connection within the new facility, CEO of Hockey Australia, David Pryles, said: “Hockey’s High Performance Centre of Excellence is not solely focused on achieving world-class infrastructure; it’s about establishing an environment that unites athletes, fans, and the broader community while prioritising wellbeing on and off the pitch.”

“By integrating artwork from leading WA artists into the precinct, we honour the sport’s history and culture, while also inspiring future generations of Australia’s hockey talent,” Pryles said.

This initiative will incorporate sustainability features, cutting-edge technology, and a strong emphasis on athlete wellbeing, all crucial for maintaining the competitive edge of the Australian national men’s and women’s teams on the international stage.

After Hockey WA successfully won the bid in December 2022, this purpose-built facility will serve as Australia’s hockey base for the next 18 years.

Upon completion, the High Performance Centre of Excellence will showcase an indoor hockey centre, four outdoor pitches, a main stadium with a seating capacity for 10,000 spectators, and modern broadcasting capabilities.

The development of this new Centre is part of PlayOn WA, the State Government’s long-term commitment to invest in community sport and recreation infrastructure across Western Australia through to 2030.

Hockey Australia extends its congratulations to artists Jon Tarry, James Morton, and Sharyn Egan on their appointment and commends the WA Government for its vision and dedication to building a facility that will support hockey at all levels, from grassroots initiatives to international competitions.

Wests Tigers Refocus Membership Strategy Ahead of 2026 NRL Season

Posted on August 27, 2025August 27, 2025 by Courtney

The Wests Tigers have released details of their 2026 membership program, outlining new packages and stadium seating changes designed to broaden appeal and strengthen revenue streams ahead of the NRL season.

Memberships, set to go on sale from 26 August, remain a central pillar of the club’s commercial model, combining ticketing with tailored benefits and merchandise options.

The club has introduced several new categories:

Interstate Membership – Designed for those outside of NSW, the Interstate Membership gives you the opportunity to show your colours no matter where you are.
Tiny Tiger Membership – Put your cub on the pathway to becoming a Tiger for Life with a Tiny Tiger Membership – designed for toddlers this pack is the perfect gift for your Tiny Tiger!
Tiger Star Membership – For the Kids, an exclusive Junior Member Pack plus a free school holiday clinic at Wests Tigers!
Tiger Insider – Our entry level Membership who simply want to support the club without the bells and whistles of a merch pack.

For more casual supporters, a lower-entry Tiger Insider option provides an avenue to contribute without merchandise inclusions.

The Tigers will also continue to operate their mBer+ Store, which allows members to customise packs using allocated credit.

According to the club, this model responds to member feedback and aims to increase perceived value while maintaining flexibility in merchandise distribution.

Structural Perspective

significant adjustments are being made to seating categories at CommBank Stadium and Campbelltown Sports Stadium. VIP members will now be positioned behind the NRL home bench at CommBank, while gold seating has been expanded to meet demand.

Silver and bronze categories have also been reshaped to align more closely with patterns at Leichhardt Oval, ensuring consistency across venues. General admission will remain on the hills at Leichhardt and Campbelltown, with additional undercover options at CommBank.

These seating changes reflect the Tigers’ efforts to balance fan experience with commercial optimisation of stadium capacity.

By reallocating bays across categories, the club is attempting to capture stronger demand at the premium level while retaining affordability in general admission areas.

Membership benefits for 2026 include discounts on tickets and merchandise, access to exclusive events, and priority access to finals involving the club.

Members also receive entry into competitions and ongoing communication from the club, reinforcing engagement throughout the season.

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!.

Washington Nationals Appoint Zaber as Chief Revenue Officer

Posted on August 27, 2025August 27, 2025 by Courtney

The Washington Nationals have appointed Chris Zaber as Chief Revenue Officer (CRO), a role that will see him oversee ticket sales, corporate partnerships, and team events at a time when the franchise faces ongoing commercial and attendance challenges.

Zaber, who began the position this week, most recently held the CRO role with the Pittsburgh Penguins. His career also includes six years with the New York Mets and five years with the Pittsburgh Pirates, primarily focused on ticketing operations and revenue generation.

His appointment follows the departure of Mike Carney in May after three-and-a-half years in the role.

The move comes as the Nationals navigate a period of significant organisational transition. Last month, the club parted ways with long-time general manager Mike Rizzo, who had overseen baseball operations since 2009 and led the team to its 2019 World Series title.

The Washington Nationals have consistently finished near the bottom of the NL East and have struggled to maintain attendance. The club has not surpassed 2.1 million in annual attendance since 2019, with this season’s figure sitting just below 1.6 million.

Commercial Perspective

the Nationals have experienced notable turnover across their top revenue roles. Valerie Camillo served as Chief Revenue and Marketing Officer from 2014 to 2019 before departing for Spectacor Sports & Entertainment, while Jake Burns held the EVP of Business Operations post between 2019 and 2021.

Carney’s exit earlier this year continued this cycle of change, creating a period of instability in one of the organisation’s most commercially critical positions.

To address declining revenues and strengthen its corporate portfolio, the Washington Nationals have leaned on agency support. Excel Sports Management has been retained to manage jersey patch and stadium naming rights opportunities.

In July, the club announced its first jersey patch sponsorship with AARP, a significant milestone in expanding its sponsorship inventory.

Joan Norton Appointed to Cricket Victoria Board

Posted on August 27, 2025August 27, 2025 by Courtney

The Board of Cricket Victoria has announced the appointment of Dr Joan Norton as an appointed Director, a decision that is set to support the organisation’s direction in sports innovation and governance.

Dr Norton arrives with a wealth of experience in sports media rights, innovation, and strategic governance, having previously held significant roles at Cricket Australia and Swinburne University of Technology.

Expressing enthusiasm regarding Dr Norton’s appointment, Cricket Victoria Chair, Ross Hepburn, stating, “We are pleased to welcome Joan to the Cricket Victoria Board. Joan’s strategic insight into media, innovation, data, and audiences will be an asset to our organisation as we continue to enhance the game across Victoria.”

In response, Dr Norton, remarked: “It is an honour to join the Board of Cricket Victoria at such an exciting time for the sport, and I’d like to thank my fellow Directors for the opportunity.”

“I look forward to contributing my experience in sport to drive the continued growth and engagement with cricket in our community,” she said.

Currently a Director at Rugby Victoria and serves as the Deputy Chair of American Football Australia, she further expands her expertise in the sporting landscape.

Her contributions to the field have not gone unnoticed; in 2023, Dr Norton was recognised in the Australian Sports Technology Network’s Power 100 List for Women in Sports Innovation.

Before her transition into sports innovation, Dr Norton operated as a veterinarian in the racing sector in both Australia and the United States, showcasing her diverse background.

This appointment reflects Cricket Victoria’s commitment to enhancing its strategic governance and broadening its impact within the sporting community.

As the organisation navigates the evolving landscape of sports, Dr Norton’s insights will be invaluable in fostering innovation and audience engagement in Victorian cricket.

Sydney Swans and Roosters Join Forces to Host Leaders in Sport Corporate Breakfast

Posted on August 27, 2025 by Courtney

The Sydney Roosters Business Club and the Sydney Swans Network recently collaborated to host the Leaders in Sport corporate breakfast, an event designed to bring together business leaders and explore the crossover between elite sport and corporate performance.

Held at the Sydney Swans headquarters and moderated by broadcaster Mark Beretta, the event featured a panel discussion with Sydney Roosters head coach Trent Robinson and Sydney Swans executive director of club performance, John Longmire.

Both shared perspectives on leadership, resilience, and building high-performing teams, drawing on their experience managing professional athletes under sustained pressure.

For attendees, the value extended beyond the sporting insights. The breakfast also functioned as a networking platform for members of the Roosters Business Club and Sydney Swans Network, with coffee and canapés setting the backdrop for connections across Sydney’s corporate landscape.

From a commercial perspective, the event highlights the increasing role professional clubs are playing as convenors of business-to-business engagement.

By leveraging their brands and access to high-profile sporting figures, clubs such as the Roosters and Swans are positioning themselves not only as sporting organisations but as facilitators of corporate exchange. This approach provides sponsors and partners with tangible networking opportunities in addition to brand visibility.

The panel discussion also reinforced the broader trend of sporting insights being applied to corporate settings. Robinson’s and Longmire’s comments around leadership structures, culture, and adaptability offered executives in attendance lessons transferable to their own business environments.

While these events are not direct revenue drivers in the same way as sponsorship deals, they strengthen the overall value proposition of membership in corporate clubs and networks.

Mobil Extends Melbourne United Partnership into Sixth Consecutive Season

Posted on August 27, 2025 by Courtney

Melbourne United has confirmed the renewal of its partnership with Mobil Card for the upcoming NBL26 season, marking the sixth consecutive year of collaboration between the two organisations.

The extension comes as Mobil celebrates 130 years in Australia and reflects a continued strategy of leveraging sport partnerships to deepen engagement with both consumers and businesses.

For Melbourne United, the deal sustains one of its longest-running corporate relationships and underpins its commercial stability ahead of the new season.

The agreement maintains Mobil Card’s role as an official partner and extends into United’s business engagement initiatives through the United in Business program, where Mobil serves as naming rights partner.

Noting the commercial and cultural fit between the organisations, Melbourne United CEO, Nick Truelson, said: “Mobil’s long-standing commitment to performance, innovation, and excellence mirrors our own values.”

From Mobil’s perspective, the partnership helps strengthen brand presence in a crowded fuel market while connecting with sports audiences.

Sharing how the collaboration resonates strongly with customers, Australia Commercial Fuels Manager at Mobil, Aaron Incoll, added: “Our partnership is highly valued by Mobil customers, many of whom are sports, NBL, and Melbourne United fans.”

“It helps distinguish our products as we grow Mobil Card in today’s competitive fuel market, engaging businesses across Victoria and Australia,” Incoll mentioned.

Klar’s Tenure

Recruitment Underway

Strategic Priorities

From Bid to Operational Planning

Strategic and Commercial Implications

Hill’s Next Chapter with Panthers Group

Enhancing the Fan Experience

Expanding Access to Iconic Moments

Strategic Milestones Driving Growth ​

Financial Highlights

Strategic Milestones Driving Growth