Page 9 – Ministry of Sport

NFL to Host Inaugural Legends and Leaders Lunch in Melbourne Ahead of Historic Regular Season Match

Posted on July 14, 2026 by Courtney

The National Football League (NFL) has confirmed it will host an official Legends and Leaders Lunch at Melbourne’s Crown Palladium on Wednesday, 9 September 2026.

This event, presented by TAB, serves as a centrepiece for the week leading up to Australia’s first-ever regular season NFL game between the Los Angeles Rams and the San Francisco 49ers at the Melbourne Cricket Ground.

The luncheon is themed around ‘Game Changers’ and aims to provide an exclusive platform for industry leaders to discuss the league’s rapid global expansion. It will feature key figures, including NFL Commissioner Roger Goodell and Los Angeles Rams President Kevin Demoff. With tickets available for $3,750 for a table of ten people, the event offers a premium engagement opportunity for partners, media, and the Australian sporting sector, reflecting the NFL’s commitment to deepening its commercial footprint in the Asia-Pacific region.

Emphasising the event’s role in uniting key stakeholders, NFL general manager for Australia and New Zealand, Charlotte Offord, said: “We’re looking forward to bringing everyone together in Melbourne to celebrate what we know is going to be an incredible first-ever regular season NFL game for Australia.”

“Our Leaders and Legends Lunch is a wonderful opportunity for us to kick off the upcoming 2026 NFL season, and welcome our partners, friends of the league, and fans to Melbourne, with great conversation and insights from many of the people who are shaping our game globally,” Offord said.

Highlighting the significance of the partnership and the unique access offered to attendees, Los Angeles Rams head of international, Stephanie Cheng, added: “As we prepare for a historic week in Melbourne, we are thrilled to partner with the NFL on this special event showcasing so many parts of the game we all love.”

“Through a fireside chat with Kevin Demoff, guests will gain unique insights into not only how an NFL team operates, but one that is part of one of the most successful global sports organisations in Kroenke Sports & Entertainment.

“Also, in an effort to infuse a little Los Angeles into the week, guests will leave with a special gift from the Rams,” Cheng said.

Following the establishment of a national Flag Football program in 2023 and the NFL APAC Academy in 2024, the league’s presence continues to grow among its 8.8 million local fans.

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Adidas Announces Leadership Succession Plan for Central European Markets

Posted on July 13, 2026 by Courtney

Adidas has announced the appointment of veteran executive Claus-Peter Mayer as the new general manager for central europe.

Effective September 1, Mayer will assume responsibility for the region, which encompasses several key territories, most notably the brand’s home market of Germany, alongside Austria, Switzerland, Poland, the Czech Republic, Hungary, and Slovakia.

With a career spanning more than 30 years at Adidas, he brings a deep institutional knowledge that is expected to provide stability and continuity for the Central European business unit. Having most recently managed the company’s Southern European operations from a base in Paris, Mayer has navigated diverse and complex retail landscapes, a skillset that will be critical as he transitions to oversee operations in the heart of the company’s domestic market.

The leadership change follows the departure of Marina Moguš, who has served as the general manager for central europe since 2021. Moguš is stepping down from her role after 19 years with the company to pursue a new professional opportunity outside the sporting goods industry. Her departure marks the end of a long-standing tenure during which she played a pivotal role in shaping the brand’s regional strategy and strengthening its market position.

In addition with this appointment, Adidas has confirmed that Olivier Gianina will succeed Mayer in leading the Southern European region. Gianina, who has been an integral part of the company since 2003, transitions to this role following his recent success in managing the brand’s business operations in Brazil.

This rotational approach highlights the organisation’s ongoing commitment to internal talent mobility, ensuring that its regional leadership teams are comprised of experienced executives who possess a comprehensive understanding of both local markets and global commercial standards.

Europe remains the company’s largest geographic region, reporting sales of EURO2.09 billion (AUD3.4 billion) in the first quarter of the year.

South Africa Rugby Announce Partnership Oakley

Posted on July 13, 2026 by Courtney

South Africa (SA) Rugby has secured a partnership with global performance eyewear and lifestyle giant Oakley.

This alliance designates Oakley as the official eyewear partner for the Springboks and every national representative team under the South African Rugby Union’s banner, a significant integration of elite performance technology and high-profile sporting culture.

The partnership aligns the precision-based requirements of international rugby with Oakley’s brand identity, which prioritises innovation and endurance.

For SA Rugby, the deal provides a partner that mirrors the organisation’s commitment to pushing physical and mental boundaries at the elite level.

Commnenting on the partnership, SA Rugby CEO, Rian Oberholzer, said: “As a globally respected performance brand with deep roots in sport, Oakley shares our commitment to excellence, innovation and pushing boundaries at the highest level.”

“Rugby is a game that demands clarity, precision and resilience, and this partnership brings together two brands united by a passion for high performance and inspiring athletes and supporters alike. We look forward to a successful relationship,” Oberholzer said.

Emphasising the natural fit between the two entities, sports marketing manager at Oakley, Seth Hulley, added: “I am extremely excited and proud to announce this partnership between Oakley and the Springboks, which feels like a natural alignment of performance, heritage and global ambition.”

“This brings together a brand synonymous with innovation and athlete precision with a team that embodies resilience and national pride, creating a platform that goes far beyond sponsorship to truly inspire fans and athletes alike,” Hulley said.

Explaining the cultural strategy behind the deal, head of performance sports marketing at Oakley, Luca Magni, said: “The Springboks are more than a team.”

“They are a symbol of identity, unity and cultural pride that transcends the game of rugby.

“At Oakley, we’re drawn to athletes and teams who shape sport beyond performance, influencing how it’s seen, felt and lived.

“This partnership is about celebrating that impact and building something that connects sport, culture and community in a meaningful way,” Magni said.

Beyond the practical application of eyewear technology during training and travel, the partnership capitalises on the cultural significance of the Springboks. Oakley, which has successfully bridged the gap between technical sporting equipment and lifestyle fashion, intends to leverage the team’s global visibility.

LA28 Organising Committee Relocates International Broadcast Center to Warner Bros. Ranch

Posted on July 13, 2026 by Courtney

The Los Angeles 2028 organising committee has confirmed that the International Broadcast Center (IBC) will relocate from the previously planned site at Hollywood Park Studios to the newly redeveloped Warner Bros. Ranch in Burbank.

This decision marks a departure from the original proposal to house the primary broadcast hub adjacent to SoFi Stadium in Inglewood. While the SoFi site remains central to the Games, hosting swimming and the opening ceremonies alongside the Los Angeles Memorial Coliseum, the committee determined that the Burbank campus offered superior scale, production capacity and technical infrastructure required for the massive undertaking.

Welcoming the confirmation, Warner Bros. Discovery’s president of studio operations, Simon Robinson, said: “The Ranch was built with creators and producers at the center of every decision.”

“Being confirmed by LA28 affirms the intention behind this world-class campus and hosting the LA28 Olympic and Paralympic Games’ International Broadcast Center is both an honor and a reflection of Warner Bros.’ leadership in serving the creative community as we continue building on more than a century of storytelling expertise,” Robinson said.

The Warner Bros. Ranch, which has undergone extensive redevelopment to become a state-of-the-art soundstage complex, spans 30 acres and features 16 soundstages. This capacity is deemed essential for hosting the Games’ numerous broadcast partners.

The LA28 committee emphasised the operational necessity of the move, noting that the campus offers the scale, technical infrastructure and production facilities required to support one of the world’s largest temporary broadcast operations and will be fully operational for several months before, during and after the LA28 Games.

Despite the relocation of the IBC, Hollywood Park Studios will retain an important role as the main press centre, serving as a hub for broadcast outlets to perform live stand-ups and manage daily operations. This dual-campus strategy is designed to balance the geographic spread of the events across the Los Angeles region, where venues range from the San Fernando Valley to Pasadena.

Warner Bros. Discovery has played a central role in facilitating the transition, with the International Olympic Committee providing formal approval for the revised plan in June. Preparatory work is scheduled to commence as early as next January.

Toyota Material Handling Australia Recommits to Essendon AFLW Partnership for 2026 Season

Posted on July 13, 2026 by Courtney

Essendon Football Club has announcing that Toyota Material Handling Australia (TMHA) will continue its role as a co-major partner of the club’s AFLW program for the upcoming 2026 Season 11.

This one-year extension ensures the Toyota Forklifts brand will remain a prominent feature on the Bombers’ AFLW playing guernsey, maintaining a partnership that has been in place since the program’s inaugural season.

Expressing his satisfaction with the continued collaboration, noting the importance of long-term commercial support in the development of the women’s game, Essendon CEO, Tim Roberts , said: “We’re delighted to extend our partnership with Toyota Material Handling Australia for Season 11 of AFLW.”

“TMHA has been a valued supporter of our AFLW program since its inception, and their ongoing commitment reflects a shared belief and growth in the success of women’s football.

“We’re proud to continue building on what we’ve achieved together and look forward to another exciting season with them alongside us,” Roberts said.

Highlighting the organisation’s enthusiasm for the ongoing association, president and CEO of Toyota Material Handling Australia, Cam Paxton, added: “We couldn’t be more excited and delighted to continue this partnership with the Essendon Football Club.”

“When we first partnered with Essendon’s AFLW program, we were excited to support the club as it embarked on a historic new chapter.

“Today, we’re equally proud to extend that partnership as the program continues to grow in strength, professionalism and impact both on and off the field,” Paxton said.

TMHA, a leader in the nation’s material handling industry with a history spanning over five decades, provides innovative solutions centred on productivity, safety, and operational efficiency.

AFL Sets Sights on India with Landmark Long-Term Growth Strategy

Posted on July 13, 2026 by Courtney

The Australian Football League (AFL) has officially unveiled a long-term strategy to establish Australian Rules Football as a major sport within India, signalling a massive push into the world’s most populous and sport-obsessed nation.

The organisation has set an ambitious target to increase local participation to more than 100,000 registered participants over the coming years, positioning India as the primary focus for the code’s international expansion. This move not only seeks to cultivate a new sporting fanbase but also aims to strengthen the deep-rooted cultural and diplomatic ties between India and Australia.

AFL CEO Andrew Dillon, who recently inspected the progress of the game during a visit to the AFL India National Championships in Ranchi, emphasised that the region represents a significant long-term commercial and cultural opportunity.

“When I visited India earlier this year, I saw firsthand the passion and commitment of the volunteers, players, coaches, umpires who have built Australian Rules Football from the ground up.”

“One of the world’s most passionate sporting nations and as our fastest growing international market, the AFL’s India strategy is focused on growing participation, strengthening grassroots opportunities and creating a clear pathway for more people to play our game in India,” Dillon said.

The unveiling occurred during a visit by Prime Minister Anthony Albanese and Prime Minister Narendra Modi to the Melbourne Cricket Ground, highlighting the diplomatic weight of the partnership.

The AFL’s strategy is designed to create a sustainable, end-to-end pathway for the sport, focusing heavily on grassroots development, youth academies, and coaching infrastructure. The plan includes significant investment in women’s and girls’ participation programs, the establishment of the AFL India Talent Academy to professionalise player development, and the distribution of thousands of Sherrin footballs and essential equipment to schools and clubs across regional hubs.

Since the game was first introduced in the country in 2008, it has experienced organic growth, with thousands of participants across many states. The new strategy shifts this into a more formalised, investment-led phase.

Beyond participation, the league is also doubling down on its engagement with the Australian Indian community. By supporting initiatives like the Cultural Heritage Series, AFL Khel, and Hindi-language broadcasts, the AFL is ensuring that the growth of the game resonates with the rapidly growing Indian diaspora, creating a bridge between local community engagement and international development.

Norwegian Air dares British Airways to World Cup wager

Posted on July 13, 2026 by Courtney

In the lead-up to the highly anticipated England versus Norway FIFA World Cup quarterfinal, Norwegian Air Shuttle and British Airways have announced a high-stakes social media wager, agreeing to swap their respective corporate logos on their Instagram accounts for a day, contingent on the outcome of the match at Hard Rock Stadium in Miami.

The public challenge, which originated via an Instagram post from Norwegian, quickly escalated into a viral corporate collaboration that has engaged millions of consumers worldwide.

British Airways accepted the challenge with confidence, responding to the initial proposal with the comment, “Don’t make bets you can’t win.” The interaction spurred engagement from other global carriers, including Malaysia Airlines and Austrian Airlines, creating a wider aviation industry narrative around the sporting event.

The momentum culminated in a joint video featuring an official handshake at British Airways headquarters, effectively transforming the banter into a significant brand partnership event.

Explaining that the campaign’s success far exceeded initial internal expectations, spokesperson for Norwegian airway, Eivind Hammer Myhre, said: “But what wager is fun without risk? And we thought, what’s the most visible thing we can bet? Our logo.”

“From there, we created the post, and while we were quite happy with the idea, we would never in a million years have anticipated this kind of reception.

“I think the most important thing is that every single comment and feedback has been positive.

“Throughout this, we were a bit worried about the reception at British Airways, but they have been such great sports.

“This has almost gone from a wager to being a collaboration between two airlines and what seems like the entire internet,” Myhre said.

While betting platforms such as DraftKings, Polymarket, and Kalshi position England as the favourite for the match, the real victor of the quarterfinal buildup may be the airlines’ brand strategy.

By leveraging the star power of Harry Kane and Erling Haaland, both carriers have effectively tapped into a global conversation.

James Avery Returns to GIANTS as Chief Executive Officer

Posted on July 13, 2026 by Courtney

The GIANTS have officially announced the appointment of James Avery as the club’s new CEO, marking a leadership transition for the organisation.

Avery returns to the club after a three-year period serving as the inaugural CEO of Stadiums Tasmania, having previously spent eight years on the GIANTS’ executive team from 2015 to 2023. During his prior tenure, he served as chief operating officer, acting as the primary deputy to the outgoing CEO, David Matthews.

Commenting that the appointment was made for the long-term, GIANTS president, Tim Reed, said: “After an extensive and thorough search, we’re delighted to announce James as the new CEO of the GIANTS.”

“James brings a wealth of industry experience, a deep understanding of Western Sydney and Canberra and a clear vision for the future.

“We’re confident he will build on the strong foundations already in place, maintain the continuity that has underpinned the club’s success to date, all while making his own lasting mark as we continue to grow both on and off the field,” Reed said.

The transition plan allows for a structured handover, with David Matthews remaining in the role until Avery commences his duties at the beginning of November. Matthews expressed full confidence in his successor, highlighting the importance of the club’s established culture.

“It will be great to welcome James back to the club. We have a very strong culture that he both understands and helped shape.

“I have every confidence in his ability to maintain that and lead the next phase of growth,” Matthews said.

For Avery, the move represents a return to a familiar professional environment.

“It’s a privilege to take on this role at such an exciting time for a club I have a deep connection with. In many respects it feels like returning home.”

“I’ve seen firsthand the strength of what’s already been built by David Matthews and everyone associated with the club since inception and I’m looking forward to leading the next chapter of the club’s growth as we enter an important new phase,” Avery said.

Avery’s appointment follows an extensive recruitment process, with the board prioritising a candidate who possesses both institutional knowledge and a comprehensive understanding of the broader sports business landscape.

His professional background includes senior executive roles with the Australian Football League, the England and Wales Cricket Board, and Melbourne Storm. This experience has equipped him with a deep understanding of organisational governance, government relations, corporate affairs, and strategic infrastructure planning, all of which are essential for the GIANTS’ continued commercial development.

PGA Tour Weighs Media Rights Strategy Amidst 2026 Signature Series Success

Posted on July 13, 2026 by Courtney

The PGA Tour is maintaining a flexible stance regarding the timing of its next media rights negotiation, with current contracts extending through the 2030 season.

While industry suggests the tour might approach the market early to capitalise on forthcoming competition changes scheduled for 2028, leadership remains cautious. PGA Tour CEO Brian Rolapp confirmed that a definitive timeline has not been set, stating, “We may go early, we may not.”

The tour’s primary objective, according to chief commercial officer, Dhruv Prasad, is to refine the product offering before engaging in renewed distribution talks. The Future Competitions Committee has spent the past year developing these strategic changes, consulting with key media partners including CBS, NBC, USA Sports, and ESPN throughout the process.

Noting that the tour incorporated specific feedback from these stakeholders, Prasad, said: “We didn’t take every recommendation, we didn’t implement every recommendation, but we certainly kept those in mind.”

Looking ahead, the tour is examining the NFL’s highly diversified distribution model as a potential blueprint.

Prasad, who previously worked within the NFL, highlighted that future media deals may lean heavily into a mix of traditional linear networks and new digital entrants. Prasad also anticipated that the platform expansion will likely involve both existing partners and new non-linear players.

The tour’s eight-event Signature series recorded a 10% year-over-year increase in viewership. Highlights included the Travelers Championship, which drew 4.007 million viewers, standing out as the only non-World Cup event in the top 25 sporting broadcasts for that week. Meanwhile, full-field tournaments saw a significant 27% increase in broadcast viewership compared to 2025, while Golf Channel’s four-day average grew by 28%.

Despite the cancellation of The Sentry in Hawaii and mixed results from the newly added Cadillac Championship, the tour maintains strong conviction that its upcoming product refinements will enhance the value proposition for media partners.

Whether the tour heads to market near the end of 2028 or opts for a later timeline, the focus remains on building an offering that effectively serves fans and maximises distribution reach well into the 2030s.

Ministry of Sports Unveils Unmissable Sports Forum and Unmissable Sports Lunch

Posted on July 13, 2026July 15, 2026 by Courtney

We are excited to re-launch our Unmissable Sports Forum – “The Business of Global Sport” alongside the Unmissable Sports Lunch – “Football Legends Live, which will be held at Perth this Friday 7 August 2026 – Optus Stadium.

The programme aims to creates a centralised corporate cluster designed to capitalise on the presence of touring international football clubs and driving high-value business, investment, and tourism outcomes in the region.

Unmissable Sports Forum – “The Business of Global Sport”

The morning session materialises as a limited-capacity corporate gathering inside Riverview Room 3 from 8:30am to 12:00pm, mapping the intersecting economic pipelines of global football, domestic athletics, and government investment.

The forum features a prominent institutional lineup led by the Deputy Premier of Western Australia, Hon. Rita Saffioti MLA, who will sit alongside executive representatives from European football powerhouses AC Milan, Inter Milan, Juventus, and Palermo FC, as well as domestic sporting giants the West Coast Eagles and Melbourne Storm.

WHO SHOULD ATTEND: Created for those building, funding and shaping the future of sport.

Business leaders
Sport executives
Government
Investors
Commercial decision-makers
Brands, sponsors & agencies
Athletes & player representatives

Panel discussions will explore the broader macroeconomic impacts of major sporting infrastructure, analysing how global events function as catalysts to drive regional visitation, stimulate foreign investment, and secure lucrative commercial sponsorships.

Tickets to event: Secure your place at “The Business of Global Sport” forum

Unmissable Sports Lunch – “Football Legends Live”

The commercial activation transitions immediately into the afternoon with the Unmissable Sports Lunch – “Football Legends Live,” operating from 12:30pm to 3:30pm within the premium Riverview precinct of Optus Stadium.

The corporate hospitality asset features a world-first assembly of football royalty, placing legendary icons Alessandro Del Piero, Javier Zanetti, and Giorgio Chiellini together on a single Australian stage.

The program is built to appeal to corporate marketers, premium hospitality buyers, and football enthusiasts, blending high-value networking with a live athletic training session component.

WHO SHOULD ATTEND:

Business leaders
Sport executives
Government
Investors
Commercial decision-makers
Brands, sponsors & agencies
Athletes & player representatives
Football fans

The presence of multi-time World Cup winners and European champions offers corporate partners an elite platform to examine leadership, high-performance team culture, and brand management through the lens of global sports celebrities.

Tickets to event: Reserve your limited corporate table or individual ticket for the “Football Legends Live” lunch.

The execution of both events over a single day forms a commercial cornerstone of Perth’s wider Unmissable Sports Week, maximising the economic return on international club tours by converting sporting spectacles into measurable corporate assets that strengthen Western Australia’s position within the global sports economy.

AFL and Bunnings Launch Inaugural National Footy Sausage Sizzle to Support Grassroots Sport

Posted on July 10, 2026 by Courtney

The AFL and Bunnings have launched a community initiative with the inaugural National Footy Sausage Sizzle. This event, taking place nationwide across the weekend of 11 and 12 July 2026, involves more than 260 community football clubs operating barbecues at Bunnings stores.

The initiative is a key component of Bunnings’ “Legends of the Tongs” campaign, which aims to celebrate and support the volunteers and clubs that underpin the grassroots sporting sector.

For the AFL, this partnership represents a tactical effort to support the ecosystem of 2,870 community football clubs, which collectively host over 625,000 registered participants and rely on the dedication of more than 200,000 volunteers.

Commenting on the initiative, AFL CEO, Andrew Dillon, said: “From the Bunnings car park to the boundary line, the sausage sizzle has long been a staple of community football, bringing people together while helping local clubs raise vital funds.”

“Community football is at the heart of our game, and it wouldn’t exist without the dedicated and passionate people who give their time every week to help the club thrive and create a strong sense of community.”

“We’re proud to partner with Bunnings on the National Footy Sausage Sizzle and encourage everyone to head down to store this weekend, grab a sausage and get behind their local club,” Dillon said.

Underscoring the commercial and social alignment of the initiative, Bunnings chief corporate affairs officer, Melissa O’Neill, added: “At Bunnings, we’ve seen firsthand the impact a sausage sizzle can have in helping local clubs raise much-needed funds, and we’re proud to partner with the AFL on the National Footy Sausage Sizzle to continue doing what they do best.”

“Community football clubs are so much more than a place to play sport – they’re at the heart of local communities, creating connection, a sense of belonging and opportunities for people of all ages to get involved.

“This weekend, more than 260 community football clubs will fire up the BBQ at Bunnings stores across the country, and we encourage everyone to grab a snag and support the volunteers who work tirelessly to keep grassroots footy thriving,” O’Neill said.

Philanthropist John Arnold Launches $2.6 Million Research Initiative into Evolving Sports Betting Landscape

Posted on July 10, 2026 by Courtney

John Arnold, the billionaire philanthropist and former energy trader, has committed USD2.6 million (AUD3.7 billion)in new grant funding to academic institutions to critically examine the rapid evolution and potential societal risks of the online sports betting industry.

The funding, directed toward researchers at Princeton University, the University of Pennsylvania, and the University of Wisconsin, aims to quantify the impacts of mobile-first gambling on financial well-being, mental health, and household stability.

Arnold, who co-founded Arnold Ventures, argues that the legalisation of sports betting in the United States since 2018 has fundamentally altered the nature of the product. He believes that the shift from traditional, friction-heavy methods to immediate, app-based platforms, alongside the rise of prediction markets like Kalshi and Polymarket, requires urgent regulatory attention.

“Being able to bet over the phone has dramatically increased access and lowered friction.”

“It has changed what the product is. You can bet on every pitch. You can bet with a speed that was never possible when you had to place a call to put a bet down,” Arnold said.

With the American Gaming Association reporting a record USD16.96 billion (AUD24.4 billion) in revenue during 2025. Arnold suggests that state legislatures were initially motivated by the promise of fiscal gain rather than long-term consumer protection.

“A lot of states jumped into legalising sports betting in 2018. And I think that they were very attracted to the potential tax revenue.”

“It’s very appealing for a state legislature to get money from a voluntary tax rather than a mandatory tax,” he observed.

In response to the initiative, the sports betting industry has defended its regulatory standards.

Joe Maloney, president of the Sports Betting Alliance, which represents major operators including DraftKings and FanDuel, stated that legal marketplaces are essential for safety.

“Americans have bet on sports for generations. Only recently has that activity occurred in regulated marketplaces that provide transparency, consumer safeguards, responsible gaming tools, and tax revenue that supports public priorities,” Maloney said.

As momentum builds for legislative guardrails in Washington, including proposed bans on certain prediction market contracts and restrictions on prop bets, Arnold continues to advocate for a more cautious approach at the state level.

NRL Victoria Launches Female Footy Festival

Posted on July 10, 2026 by Courtney

NRL Victoria has officially confirmed the return of its Female Footy Festival, scheduled for Sunday, 19 July 2026, at Seabrook Reserve in Broadmeadows.

The event acts as a central showcase for the rapid expansion of women’s rugby league in the state, bringing together every female competition match across Victoria to celebrate a period of participation growth. Data reveals a 175% increase in participation across metropolitan Melbourne and a staggering 200% surge within the Hume City Council region, underscoring the fundamental shift in the state’s sporting landscape.

Emphasising that the festival serves as a vital platform to acknowledge the clubs, volunteers, and stakeholders, NRL Victoria senior manager, Adam Woolnough, said: “To see participation increase by 175% across Melbourne, and more than 200% in Hume City Council, is a testament to the commitment of our clubs, schools, volunteers and the wider rugby league community.”

“We’re proud to bring every female competition together for one day to showcase the talent, passion and sense of community that makes our game so special.

“This festival demonstrates that the women’s rugby league has a bright future in Victoria,” Woolnough said.

Highlighting the significance of the club’s recent entry into the NSWRL female competitions and the long-term vision for local athletes, Melbourne Storm’s female pathways manager, Pauline Poloai, added: “The growth of the female game has been nothing short of remarkable and the momentum that continues to build on each year.”

“A significant milestone this year was the launch of our inaugural Lisa Fiaola and Tarsha Gale programs, with Melbourne Storm proudly becoming the 14th team to join the NSWRL Female competitions.

“This achievement represents far more than new teams entering a competition. It is another important step towards creating a genuine female pathway in Victoria.

With the continued support of our community and the dedication of all NRL Victoria Clubs involved, the future is incredibly bright as we work towards the long-term vision of seeing Victorian developed players thrive on the NRLW stage,” Poloai noted.

The event continues to attract municipal backing, with Hume City Council Lord Mayor Cr Carly Moore supporting the initiative’s focus on inclusivity and youth development. “

APM Joins Forces with NRL Victoria and Melbourne Storm to Support Wheelchair Rugby League

Posted on July 10, 2026 by Courtney

APM has announced a new partnership with NRL Victoria and the Melbourne Storm to support the Victoria Wheelchair Rugby League team ahead of the National Championships, which are taking place on the Gold Coast from 10–12 July.

This agreement provides vital resources and support for the Victorian representative squad, reinforcing the organisations’ commitment to expanding the accessibility of rugby league and fostering a truly inclusive sporting environment.

By strengthening the program, the partnership aims to create more opportunities for athletes of all abilities to participate in the game and develop the skills necessary to compete at the highest national level.

Commenting on the partnership, NRL Victoria senior manager, Adam Woolnough, said: “APM’s support of our Victoria Wheelchair Rugby League program is a significant step forward for one of the most inclusive formats of our game.”

“Their commitment to creating opportunities for people of all abilities aligns strongly with our vision of making rugby league accessible to everyone.”

“This partnership will allow us to continue growing wheelchair rugby league across Victoria, particularly at the National Championships on the Gold Coast this month, providing more opportunities for participants, strengthening our competition, and creating clear pathways for athletes to develop and represent the state at the highest level.

“We’re proud to work closely with the Melbourne Storm to create meaningful partnerships and opportunities for players to participate in rugby league at every level and ability,” Woolnough stated.

Expressing the organisation’s pride in backing the team, APM CEO – employment & disability ANZ, Karen Rainbow, added: “At APM, we believe everyone should have the opportunity to participate, compete and be part of a team, regardless of their circumstances.”

“We are proud to partner with Melbourne Storm in support of the Victorian Wheelchair Rugby League team.

“Programs like this create opportunities for people of all abilities to participate, build confidence and be part of their sporting community.

“We are especially pleased to help provide the team with Melbourne Storm playing kit for the first time. We look forward to supporting the athletes as they represent Victoria at the 2026 NRL Wheelchair Championships and helping grow awareness and participation in wheelchair rugby league,” Rainbow said.

For APM, the partnership represents an opportunity to leverage their global experience in human services to drive positive social outcomes through sport. The initiative also marks a significant milestone in brand activation for the team, as the athletes will don Melbourne Storm playing kit for the first time.

The partnership underscores a shared dedication to inclusion, accessibility, and the creation of meaningful sporting pathways. By integrating the resources of APM with the established reach of the Melbourne Storm and NRL Victoria, the collaboration ensures that the wheelchair program is well-positioned for sustainable growth beyond the current tournament.

NRL School to Work Program Deepens Cultural Connection for Gold Coast Students

Posted on July 10, 2026 by Courtney

Almost 50 Indigenous students from schools across the greater Gold Coast and Northern New South Wales region recently gathered at the Guanaba Indigenous Protected Area for a significant cultural engagement initiative.

Organised as part of the NRL School to Work program, the event provided students from institutions including Foxwell State Secondary College, Robina State High School, Southport State High School, St Josephs College Banora Point, Upper Coomera State College, Elanora State High School, and Helensvale State High School with hands-on learning experiences.

Facilitated by the Ngarang-Wal Gold Coast Aboriginal Association Incorporated, the students participated in traditional activities such as bushwalking, arts and crafts, painting, beading, and spear throwing, while gaining insights into local history through storytelling and the showcasing of traditional artefacts.

The NRL School to Work program serves as a critical education and employment initiative that leverages the profile of rugby league to support young Indigenous Australians. By focusing on work experience, mentoring, and leadership opportunities, the program is designed to facilitate the successful completion of secondary education and the subsequent transition into tertiary study, vocational training, or direct employment.

The event was bolstered by the participation of Gold Coast Titans NRLW players Jaime Chapman, Lailani Montgomery, Phoenix-Raine Hippi, and Sienna Lofipo. Despite the demands of their pre-season preparations for the upcoming NRLW round, the players contributed their expertise to the students, focusing on essential skills such as goal setting and managing mental and physical health. For Bundjalung woman Phoenix-Raine Hippi, the day was a significant opportunity to nurture cultural identity. “It’s fantastic; I was one of the few that was very lucky to grow up immersed in culture, so being around some of these kids where this is their first time coming to these, it’s an awesome thing to be a part of. I wish they’d do a lot more for these kids in the cities, specifically around culture,” Hippi said.

Melekai Williams, a recent addition to the NRL School to Work team, emphasised that the program prioritises long-term career outcomes while maintaining a strong cultural foundation. “Primarily our role is to help the Year 11-12 Indigenous students, to help them with their career pathways and give them opportunities for after school, whether they be jobs, TAFE, uni. It is about making sure that they’ve got a pathway after they leave school … and to make sure that they’re being proactive and productive,” Williams stated. He further highlighted the strategic importance of such cultural days within the broader curriculum. “Cultural days like this actually ties in really well with our program, specifically because we try to implement a lot of culture into the program for students. We work with Indigenous children, so we work to keep them in touch with culture. Even though they might not know their own culture, but to know of culture is definitely something special and something that they need to hold closer to them because that is part of their identity. It’s very important and obviously grateful for an event like this,” Williams added.