Logo
Membership
Login
Topics
Show More Topics >>
Sports
Show More Sports >>
Login
Membership

Macarthur FC Extends Apparel Partnership with Kelme for Three Years

Posted on by Courtney

A-Leagues club Macarthur FC has announced a three-year extension of its apparel partnership with global sportswear brand Kelme. Initially established in 2022, the renewed deal will see Kelme continue as the provider of on-field and training gear for both players and staff, as well as offering members and fans new retail opportunities.

The partnership also includes digital, game day, and fan engagement activations, aimed at increasing the club’s visibility and deepening fan interaction. This extension plays an important role in Macarthur FC’s broader commercial strategy, helping to strengthen the club’s brand presence within the competitive Australian football landscape. By maintaining its collaboration with Kelme, Macarthur FC ensures consistency in branding while delivering high-quality merchandise that resonates with supporters and reflects the club’s identity.

Kelme, a sportswear brand with over 60 years of history, boasts an extensive portfolio of partnerships, including La Liga First and Second Division teams, Premier League clubs, and Russian Super League outfits. The brand’s global experience underscores the importance of its ongoing partnership with Macarthur FC as they work together to elevate the club’s profile in Australia and beyond.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

How Para-Sport Can Follow in the Footsteps of Women’s Sports

Posted on by Courtney

The 2024 Paris Paralympic Games signaled a new era for para-sports, demonstrating that athletes with disabilities are no longer simply participants in a movement of inclusion but rather elite competitors who can drive high viewership, sponsorships, and global attention. This trajectory is strikingly similar to the rise of women’s sports over the past decade, where a focus on competition and high entertainment value has transformed niche leagues into lucrative ventures. The parallels between these two movements highlight one undeniable truth: inclusion is the foundation, but competition, visibility, and strong business investments are what propel these sports to success. Much like the journey women’s sports have been on, para-sports are now standing on the edge of becoming a global powerhouse, waiting for brands, broadcasters, and business leaders to recognize their potential.

From Niche to Mainstream: The Rise of Women’s Sports

Women’s sports, once considered niche and underfunded, have rapidly moved into the spotlight. The 2023 FIFA Women’s World Cup was a landmark event, with over 2 billion viewers tuning in worldwide. Similarly, the Women’s National Basketball Association (WNBA) saw a 16% increase in viewership in 2023, driven by rising star power, strategic marketing, and partnerships with major brands like Nike and Google. What was once seen as a platform for inclusion has now become a thriving sector for competition and serious business investment.

Women’s sports have proven that they can captivate large audiences, sell out stadiums, create meaningful engagement across media platforms and provide valuable return on investment (ROI) for brands. It’s no longer about inclusion for the sake of fairness; it’s about smart business and growth. The success of the Women’s World Cup and the WNBA illustrates that, when given the platform, female athletes can deliver both on the field and in terms of commercial impact.

Para-Sports: Following the Path to Commercial Success

The Paralympics are following a similar trajectory. The 2024 Paris Paralympic Games achieved record-breaking viewership, with over 22 million people in France tuning in for the opening ceremony alone. In the UK, Channel 4 reported viewership reaching 18.5 million. While domestic numbers haven’t reached the same levels, athletes like Alexa Leary and Curtis McGrath continue to garner national attention. This attention is no longer about just giving para-athletes a platform – it’s about showing that these athletes are competitors who can captivate audiences, much like their Olympic counterparts. Big brands are taking notice. Companies like Toyota and Nike have launched major campaigns around para-athletes, recognising that the Paralympics are more than just an inclusive platform – they’re a burgeoning market.

As Dylan Alcott, Paralympic icon and Australian broadcaster, said: “Support us. Believe in us. Genuine inclusion.” ​a call for viewers and businesses to invest in athletes who are proving their value not just as role models, but as elite competitors.

 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

 

A post shared by DYLAN ALCOTT (@dylanalcott)

The Grassroots Challenge: Unlocking More Opportunities

While the top tier of para-sports is gaining traction, the grassroots level tells a different story. Participation in para-sports across Australia remains limited, particularly in rural areas where access to facilities and coaching is often lacking. Although there are initiatives aimed at increasing participation – such as Paralympics Australia’s school programs – these programs face challenges in terms of funding and nationwide reach.

Just as women’s sports experienced a surge in grassroots development following major investments, para-sports need similar attention. Without strong grassroots foundations, the pipeline for elite para-athletes will remain underdeveloped. Alcott’s rallying cry for “genuine inclusion” speaks to the importance of making para-sports accessible at all levels, from young athletes in schools to adults in regional communities.

More investment in grassroots participation could not only foster future Paralympians but also create a broader cultural shift in how we view sports and inclusion. Programs that encourage participation at an early age, provide adequate training, and develop local para-sport leagues are essential to build a sustainable, competitive environment. The lesson from women’s sports is clear: sustained success starts with grassroots investment.

A Future of Competition and Business Opportunity

The rise of women’s sports has shown that strategic investment and long-term commitment can transform a marginalised sector into a global powerhouse. The same potential exists for para-sports. The Paris Paralympics have already shown that global audiences are ready for more, and corporate partnerships are beginning to align with the movement. 

If the commercial success of women’s sports is any indicator, the business world should take note of the potential in para-sports. With increasing global viewership, corporate sponsorships, and a growing fan base, para-sport has the power to become a major player in the global sports market.

As Dylan Alcott emphasised, ‘These games have shown the world what para-athletes are truly capable of.’ This is a pivotal moment for the sports business to recognise that para-sport offers not just visibility, but genuine competitive value. As demonstrated by women’s sports, sustained investment can drive long-term success and offer substantial returns for those who choose to support these athletes and their rapidly growing fan base.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

Immersive 360-Degree Sports Viewing Experience Is Taking Over the US

Posted on by Courtney

An entirely new way to experience live sports is taking over the U.S., giving fans a 360-degree, immersive view of the game like never before

The Texas-Michigan game in Dallas went viral – not for the action on the field, but for this unique way fans experienced it. Cosm’s 180-degree, 12K+ LED screen at their Dallas venue replicated the experience of sitting in a VIP suite, putting fans right in the heart of the game. Videos of this unique setup spread across social media, generating buzz about this groundbreaking new way to watch live sports.

The Immersive Experience

Their recent watch party in Dallas for the Texas-Michigan college football game demonstrated the potential of this next-generation viewing. Unlike traditional broadcasts that offer a single fixed perspective, Cosm’s proprietary technology allows viewers to toggle between endzone views, courtside seats, and even ringside for events like UFC fights. This multi-angle capability immerses fans in the heart of the action, offering a level of detail and engagement that is beyond what’s possible at home or in standard stadium seating.

Another unique element to the experience is the ability to integrate augmented reality into the live sports experience. Fans can interact with digital elements, play games tied to the live event, and connect with other attendees in real-time through embedded digital platforms. As the game progresses, the visual atmosphere dynamically shifts, enhancing the emotional highs and lows that sports fans live for.

Cosm Texas VS Michigan Game 1

Image 1 of 3

How does it work?

Cosm’s technology relies on its subsidiary, C360, which provides cutting-edge video solutions for global sports leagues, including NFL pylon cameras and 360-degree views for MLB games. At each event, an on-site team works closely with a production crew at Cosm venues to seamlessly switch between camera angles, delivering a smooth and dynamic viewing experience. Distribution deals from major broadcasters like Fox, ESPN, and NBC, then gives Cosm the rights to bring live sports directly into their immersive venues.

Ticket Pricing

Ticket prices for Cosm’s immersive experience can go up to $200 depending on the event, excluding food. For fans who prefer a more accessible option, standing room tickets for ‘The Hall,’ Cosm’s sports bar alternative with a 150-foot big screen, are available for $11.

Financial Backing and Expansion

Cosm recently raised $250 million, boosting its valuation to over $1 billion, with backing from prominent investors in the sports, tech and business sectors. This funding will accelerate the company’s ambitious goal of opening 50 immersive sports venues by the end of the decade. With venues already operating in Dallas and Los Angeles, the company has ambitious plans for future locations in cities like New York, Miami, and Las Vegas, as well as international hubs across Europe and the Middle East

Each venue, estimated to cost between $50 and $100 million due to the complexity of the projection technology and infrastructure. For example, the Los Angeles venue at Hollywood Park boasts 700 seats within its dome and can accommodate another 1,000 attendees in the 65,000-square-foot space.

The Future of Sports Viewing

As Cosm continues its expansion, the company is setting a new benchmark for fan engagement and immersive sports experiences, however, challenges remain. Scaling this model while maintaining the intimacy and uniqueness of each fan experience will require significant investment and technological innovation. Still, with key partnerships in sports leagues like the NFL and college football, Cosm is positioning itself as a leader in the future of fan interaction and entertainment

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

Rolex Expands Golf Legacy, Becoming Major Partner of PGA Australia

Posted on by Courtney

The PGA of Australia has announced Rolex as its new Major Partner, positioning the luxury watchmaker as a Major Partner across its premier events and tours. Rolex will also serve as the Official Timekeeper for the BMW Australian PGA Championship, which is set to take place from November 21-24, 2024, at Royal Queensland, Brisbane.

This partnership marks a significant collaboration between two prestigious organizations with longstanding ties to the world of golf. Rolex, a name synonymous with precision and luxury, will also become a major partner of both the Challenger PGA Tour of Australasia and the WPGA Tour of Australasia. PGA of Australia CEO Gavin Kirkman highlighted Rolex’s deep ties to golf, stating, “Rolex shares our dedication to enhancing the game for future generations.”

Rolex’s presence in Australian golf is well-established, with support for local champions like Adam Scott and Jason Day. This partnership represents an opportunity for Rolex to deepen its ties to Australian golf, which boasts a community of over 3.5 million active players and a rich heritage of world-class golf courses.

As the Official Timekeeper, Rolex’s iconic clock will be featured at Royal Queensland’s first tee during the BMW Australian PGA Championship.

Rolex’s affiliation with golf has spanned over 60 years, and this partnership continues its legacy of supporting the sport at every level, from amateur competitions to professional tours and world-renowned major championships.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

Lenovo Expands Formula 1 Partnership as Global Partner from 2025

Posted on by Courtney

Lenovo has expanded its partnership with Formula 1, becoming a Global Partner starting in 2025. As part of the agreement, Lenovo will also serve as the title sponsor for two annual races, while its Motorola brand becomes the Global Smartphone Partner. First established in 2022, the partnership focuses on leveraging Lenovo’s advanced technology to optimise race operations, data management, and broadcasting.

A notable addition to this partnership is Lenovo’s asset recovery services for retired hardware. By ensuring responsible disposal of 95% of retired equipment, Lenovo is supporting Formula 1’s sustainability targets, including its goal to reach net-zero carbon emissions by 2030. This initiative highlights the growing importance of sustainability in sports partnerships, further positioning Lenovo as a leader not only in technology but also in responsible business practices.

This enhanced collaboration demonstrates Lenovo’s commitment to driving both digital innovation and sustainability, helping Formula 1 improve operational efficiency while aligning with broader environmental objectives.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

2024/25 NFL Season Business Preview: Major Commercial Trends Shaping the League

Posted on by Courtney

The 2024/25 NFL season kicks off tomorrow with the reigning champions, the Kansas City Chiefs, facing the Baltimore Ravens. While the on-field excitement builds, the league is set for another year of significant business developments off-field, continuing its dominance as the world’s most profitable sports league.

Ministry of Sport is looking at the storylines shaping the business landscape this season include:

  • Media rights and streaming
  • International markets program expanding
  • New team ownership and rules
  • New venue technology and innovations
  • Fan experience

Media Rights and Streaming

The NFL’s 2023 media rights agreement, valued at $110 billion over 11 years, has reshaped the league’s broadcasting strategy. The deal involves long-term partnerships with Amazon, CBS, ESPN, FOX, and NBC, marking one of the largest media agreements in sports history. Amazon’s $1 billion per season deal for exclusive “Thursday Night Football” streaming rights reflects the NFL’s pivot towards digital consumption. CBS and ESPN, meanwhile, secured rights to broadcast Sunday and Monday games respectively, with additional digital content available on CBS’s Paramount+ and ESPN’s streaming platforms.

These deals ensure that the NFL continues to dominate both domestic and international markets, expanding the league’s global reach and making it easier for fans to access games via streaming services. With streaming numbers continuing to climb, these deals will play a crucial role in the NFL’s ability to reach younger, tech-savvy audiences.

Global Markets Program Continues to Expand

The NFL’s Global Markets Program, launched in 2022, is gaining momentum, with 25 teams are participating across 19 international markets. The unique program allows franchises to acquire international marketing rights in specific regions for a minimum of five years, allows teams to engage with fans through events, sponsorships, and merchandise sales. For example, teams like the New York Giants have secured rights in Germany, while the Miami Dolphins expanded into Argentina and Colombia in 2024.

This year’s expansion brings new territories, such as Nigeria, where the Cleveland Browns now hold rights, and Argentina and Colombia, awarded to the Miami Dolphins. Other new markets include Japan and South Korea, with the Los Angeles Rams taking lead. Existing participants like the Seattle Seahawks and New England Patriots have also added more countries to their portfolios, signaling continued growth and investment in international fan engagement.

In Australia, the Los Angeles Rams and Philadelphia Eagles hold marketing rights. You may have noticed promotional efforts like flag football events, school programs, and cross-code partnerships with AFL and NRL teams, helping to introduce and integrate American football into the Australian sports culture.

Stadium Development and Renovations

The 2024/25 season will see continued investment in state-of-the-art stadiums, designed to enhance fan experience and boost game-day revenues. Leading this charge is the Buffalo Bills, whose $1.7 billion Highmark Stadium—partially funded by $850 million in public money—is set to open by 2026. The stadium will feature cutting-edge technology and upgraded amenities, ensuring it becomes one of the league’s most advanced venues.

Other franchises are also undertaking significant renovations. The Baltimore Ravens are in the midst of a multi-phase redevelopment project that includes the addition of advanced fan amenities, upgraded seating, and improved in-game digital features​. These developments are not only designed to improve the in-stadium experience but also to increase ticket sales and fan attendance.

Strategic Partnerships and Sponsorships

NFL sponsorship revenue is projected to surpass $2 billion in 2024, with key commercial deals across technology, beverage, and sports betting sectors driving growth. FanDuel and DraftKings alone contribute $260 million annually to the league’s bottom line, integrating sports betting into the fan experience and creating new avenues for engagement.

Among the top sponsors is PepsiCo, which continues to support the NFL through brands like Gatorade, Tostitos, and Frito Lay to connect with fans at entry level. Technology is another major driver, with brands like Microsoft and Intel investing heavily in the league’s digital transformation. These partnerships aim to improve the fan experience, both at home and in stadiums, by providing advanced tools for data analytics, virtual reality experiences, and real-time updates.

Marketing and Viewership Growth

The NFL’s ability to consistently attract massive audiences is central to its commercial success, highlighted by the league’s record $110 billion media rights deal. In 2023, NFL games accounted for 75 of the top 100 most-watched U.S. TV broadcasts, according to Nielsen data.

Viewership increased by 7% during the 2023/24 season, with several factors contributing to this growth. One of the most prominent was the “Taylor Swift Effect.” Games she attended, such as the Chiefs vs. Jets matchup, saw viewership surge to 29.4 million, and her presence drove ratings higher across subsequent broadcasts. This spike in interest led to a 53% increase in viewership among females aged 12-17 and a 34% rise among females aged 35 and above.

Teams like the Philadelphia Eagles and Buffalo Bills also saw substantial fanbase growth, fueled by strong on-field performances and expanded media coverage. As international games become more frequent and digital streaming platforms continue to grow, the NFL projects even greater viewership increases in 2024/25, particularly in international markets where American football is gaining popularity.

New Team Ownership and Governance

The involvement of private equity in sports team ownership has become a significant trend, and the NFL is now pushing this movement to new heights. In recent years, several major sports leagues have allowed private investors to enter the ownership space, with the NFL recently approved private equity investments in their franchises.

  • 2019: MLB allowed private equity investors to own minority interests in multiple teams.
  • 2021: NBA, MLS, and NHL introduced similar policies.
  • 2022: European soccer clubs saw a significant influx of private capital.
  • 2024: The NFL will begin permitting institutional capital into team ownership structures.

The 2023/24 NFL season witnessed one of the most high-profile ownership changes in league history with the sale of the Washington Commanders. Josh Harris, a private equity veteran and co-owner of the Philadelphia 76ers, led a group that purchased the Commanders from Dan Snyder for a record $6.1 billion. The sale marked the largest acquisition in NFL history and highlights the trend of increasing franchise valuations, with all 32 NFL teams now valued at over $4 billion.

While the NFL’s new rule allowing teams to sell up to 10% minority stakes to private equity firms streamlines capital inflows, it also raises important governance questions around strategic control and the long-term impact on the league.

New Technology: High Performance, In-Stadium and Digital Innovations

Fan engagement remains central to the NFL’s growth strategy, with technologies like virtual reality (VR) and augmented reality (AR), the NFL is creating immersive experiences for fans both at home and in the stadium.

  • Immersive Experiences: Franchises are adapting VR and AR to allows fans to virtually visit iconic stadiums, participate in behind-the-scenes locker room tours, and even experience the game from a player’s perspective.
  • High-Performance Tech: Minnesota Vikings, New England Patriots, Tampa Bay Buccaneers, and Dallas Cowboys use VR systems from Strivr Labs to enhance player preparation, simulating game scenarios and helping players make decisions under pressure in a risk-free environment.
  • Mobile Engagement: 5G Stadium upgrades and apps provide fans with live updates, in-depth stats, and fantasy football integrations, keeping them connected throughout the game.
  • In-Stadium Enhancements: Real-time betting platforms and AR features create interactive experiences, allowing fans to engage with the game in new ways.

The NFL’s partnership with Nickelodeon continues to showcase innovative AR tech aimed at younger audiences. The 2022 Cowboys vs. 49ers wild-card game featured “Nickified” elements like virtual slime cannons and vibrant AR overlays, creating a playful viewing experience that attracted 41.5 million viewers, making it the most-watched NFL wild-card game in seven years. Nickelodeon have confirmed they’re bring back this broadcast for the 2024 playoffs, promising another interactive, slime-filled broadcast for a new generation of fans.

 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

 

A post shared by NFL (@nfl)

The NFL’s Global and Commercial Leadership

As the 2024/25 NFL season kicks off, it highlights the league’s ongoing evolution as a global leader in sports. This season’s commercial innovations are poised to shape not only the future of the NFL but the entire sports industry. With franchise valuations now exceeding $4 billion, it begs the question: if someone wanted to buy the entire NFL, what would the price tag be? $200 billion? The NFL remains one of the most valuable and coveted assets, consistently capturing unparalleled live viewership.

Both fans and industry insiders can expect a season filled with exciting games and groundbreaking business developments, marking what could be one of the most influential seasons in NFL history.

For further developments throughout the NFL Season and to stay ahead on all your latest sports business news, join our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

ASC and Invictus Australia Partner to Support Veterans Through Sport

Posted on by Courtney

The Australian Sports Commission (ASC) has entered into a Memorandum of Understanding (MoU) with Invictus Australia, a strategic collaboration aimed at leveraging the power of sports to address physical and mental health challenges highlighted by the Royal Commission into Defence and Veteran Suicide.

Michael Hartung, CEO of Invictus Australia, emphasised the well-established ability of sports to unite individuals, strengthen community bonds, and support veterans’ transition back into society. This partnership is designed to tackle critical issues like social isolation, loneliness, and disengagement, especially for those exiting service roles.

ASC CEO Kieren Perkins OAM expressed excitement about the collaboration, highlighting its alignment with the Play Well strategy, which promotes inclusivity and broad participation in sports across all communities. Together, ASC and Invictus Australia aim to drive increased social connection, resilience, and mental well-being through sports, ensuring long-term benefits for veterans and their families.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

Key Fan Engagement Insights from the 2024 AT&T Innovation Exchange

Posted on by Courtney

The 2024 AT&T Innovation Exchange brought together over 150 industry leaders in Las Vegas earlier this year to discuss the future of fan engagement, sponsorship, and technology integration in sports. This year’s event emphasised how organisations can leverage emerging technologies to transform the way sports businesses operate and deliver more personalised and immersive fan experiences.

The Future of Fan Experience: Personalisation and Immersion

A major theme was personalisation, with sports organisations needing to provide tailored experiences beyond just live events. Data from attendees showed that 73% believe fans now expect more immersive and customised experiences, particularly in digital environments. AT&T’s advancements in 5G technology have positioned them as leaders in enhancing fan interactions through apps, wearables, and augmented reality (AR). Locally, the Australian Open has introduced AI-driven features, such as AR selfies and virtual tennis matches, offering fans interactive and personalised experiences​. These innovations not only boost fan engagement but also offer new sponsorship opportunities.

5G-Powered Stadiums: Transforming Engagement and Sponsorship

AT&T’s inclusion of 5G in stadiums was a significant highlight, showcasing how cutting-edge technology is transforming live sports experiences. By implementing 5G networks, AT&T is enhancing connectivity, allowing fans to access real-time data, instant replays, and interactive features directly on their devices. This capability makes live events more engaging and tailored to individual preferences.

For sponsors, 5G opens up new possibilities for immersive branded activations. Fans can now engage with AR content, participate in interactive games, and receive personalised promotions in real-time, all powered by 5G technology. Similarly, the AFL has launched a digital fan engagement platform called AFL PLAY, which provides a more accessible and community-driven connection to the game, combining sports and pop culture. This level of engagement creates deeper connections between brands and audiences, with AT&T and the AFL both showing how technology can transform live fan experiences.

Sponsorships and Partnerships: A Revenue-Driving Strategy

Sponsorships were highlighted as critical for generating revenue, with an emphasis on authentic, integrated activations that resonate with fans. The event underscored that sponsorships aligned with fan interests deliver stronger returns. AT&T’s 5G-powered partnerships in stadiums provide sponsors with a platform for creating immersive branded experiences that directly connect with fans. Locally, ASTN has been a leader in fostering such innovative sponsorships and partnerships, with Australia’s sports tech sector showing rapid growth in integrating new technologies like smart stadiums and data analytics​. Financially, these innovative sponsorships could lead to a 20% increase in fan engagement, a significant strategy for organisations looking to recover from the financial impacts of the pandemic.

The Role of Data in Fan Engagement

Data emerged as essential for delivering personalised fan experiences. The ability to analyse and apply real-time data allows teams and sponsors to instantly respond to fan behaviour. AT&T’s 5G network enables dynamic activations, such as personalised promotions or exclusive content delivered based on in-game activity, fostering a deeper connection with fans. 

The 2024 AT&T Innovation Exchange provided a glimpse into the future of fan engagement and sponsorships. With advancements like 5G enabling more immersive experiences, sports organisations have new avenues to strengthen fan loyalty and unlock additional revenue streams. Authentic sponsorship activations and data-driven strategies will be key to long-term success, both globally and in Australia’s rapidly evolving sports tech landscape.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

Marriott Bonvoy Lounge Elevates VIP Experience at Boost Mobile Gold Coast 500

Posted on by Courtney

Supercars has announced a prestigious new partnership with Marriott Bonvoy, debuting the Marriott Bonvoy Lounge at the 2024 Boost Mobile Gold Coast 500. As part of this collaboration, JW Marriott Gold Coast Resort & Spa and Sheraton Grand Mirage Resort Gold Coast will also serve as the Official Hotel partners for the event, offering luxurious accommodations to racegoers.

The newly launched Marriott Bonvoy Lounge will offer a VIP experience for Marriott Bonvoy members and guests, featuring premium trackside views, luxury seating, and tailored hospitality packages. The lounge will also provide private dining with a full-service food and beverage menu, access to private restrooms, and air-conditioned spaces for comfort. Personalised concierge services will further elevate the guest experience, ensuring attendees enjoy Marriott’s signature brand of luxury.

This activation reflects a growing trend in sports hospitality, where premium lounges and VIP areas are becoming central to major global events. Marriott Bonvoy’s approach mirrors similar activations seen at the Formula 1 Miami Grand Prix (Paddock Club) and the U.S. Open, where hospitality brands create exclusive experiences to boost fan engagement and loyalty.

For Marriott Bonvoy, this partnership is part of a broader strategy to increase visibility in the sports sector while driving loyalty program growth. As the Official Hotel partners, JW Marriott and Sheraton Grand Mirage will enhance the race weekend experience with their renowned luxury accommodations, further aligning their brand with high-profile sporting events.

In 2024, Supercars is strategically enhancing the fan experience, with the Marriott Bonvoy Lounge acting as a key VIP offering. As Supercars expands its partnerships with brands like Marriott Bonvoy, these activations demonstrate how corporate sponsorships are essential to driving fan engagement and long-term business growth.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

Nicole Livingstone Appointed as New CEO of Victorian Institute of Sport

Posted on by Courtney

The Victorian Institute of Sport (VIS) has appointed Nicole Livingstone as its new Chief Executive Officer. With extensive experience in Australian sports, most recently as head of women’s football at the AFL, Livingstone steps into the role at a crucial time as VIS aims to expand its strategic partnerships and enhance financial stability.

A priority under her leadership will be to fortify existing sponsor relationships while exploring new opportunities. This involves maximising sponsor activations across VIS’s athlete programs and events, with a focus on creating value for corporate partners. Her expertise is expected to innovate sponsorship acquisition and activation, critical for VIS’s long-term success.

In response to her appointment, Livingstone stated, “It is a privilege to be appointed to lead the VIS. I am looking forward to working with the athletes, coaches, staff, and partners to ensure that we continue to create pathways for Victoria’s athletes to succeed at the highest levels.”

Her appointment reflects VIS’s dedication to maintaining its leadership in athlete development while ensuring financial and operational resilience in the competitive sports industry.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

Crown Secures Naming Rights for Oaks Day and Makybe Diva Stakes Day

Posted on by Courtney

Crown Resorts has secured the naming rights for two key events in the Victoria Racing Club’s (VRC) racing calendar: Oaks Day and Makybe Diva Stakes Day. This multi-year partnership aims to boost Crown’s brand visibility during the Spring Racing Carnival, a period attracting significant public and business interest.

Oaks Day, renowned for its glamour, will now be branded as Crown Oaks Day. Similarly, Makybe Diva Stakes Day will carry Crown’s name, extending the company’s growing presence in the sports world. While the financial terms remain undisclosed, the partnership offers Crown a prime opportunity to engage with a high-net-worth audience, particularly on Oaks Day.

Adding to the prestige, Crown has named Bec Judd, a well-known media personality and influencer, as its ambassador for the Melbourne Cup Carnival. With over 755,000 followers on Instagram, Judd’s social media influence is expected to significantly amplify Crown’s reach during the event, particularly among younger, fashion-conscious audiences.

The partnership includes various activations designed to enhance the spectator experience, with Crown expected to leverage its hospitality expertise to offer premium services. Crown’s branding will also be prominently displayed across VRC’s media channels and at the racecourse, reinforcing its association with these iconic events.

VRC CEO Steve Rosich emphasised the significance of this collaboration, stating it “reinforces the VRC’s commitment to partnering with brands that share our vision of delivering world-class racing events.” He added that the partnership would “bring a new level of prestige to both Oaks Day and Makybe Diva Stakes Day.”

All eyes will be on how this partnership shapes the attendee experience and influences Crown’s brand perception in the sports business landscape.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

QUT Launches FutureSport 360 Masterclass, Shaping the Next Generation of Leaders in Sport

Posted on by Courtney

As the sports industry continues to evolve rapidly, the need for future-focused education has never been greater. Recognizing this demand, Queensland University of Technology (QUT) has launched the FutureSport 360 Masterclass, an innovative 10-week online course designed to equip current and aspiring sports professionals with the skills and knowledge necessary to navigate the complexities of the ever-changing sports industry.

The course is led by Professor Sarah Kelly, a renowned expert in sports business and the Head of the QUT Graduate School of Business. Professor Kelly is widely recognised for her work on esports health impacts, sports integrity, mega-event legacy, and the commercialisation of women’s sports..

Covering an interdisciplinary range of topics essential for success and leadership in the sector, the course includes key learnings such as sports diplomacy, sports law, business strategy, sustainability, and sports technology. It also emphasizes the development of critical soft skills and governance practices required to excel in a highly competitive and scrutinized industry.

Key Learnings Include:

  • Governance, structure, and the economic and social impact of the sports sector.
  • Marketing, innovation, and sustainability in the business of sport.
  • Insights on risk management, integrity, and sports law.
  • Exploration of human rights and ethics in the sports industry.
  • Leading inclusive and high-performing teams.
  • Using sports analytics and technology to enhance performance strategies.
  • Planning and evaluating sports legacy projects.
  • Building confidence and leadership skills for the sports sector.

“FutureSport 360 is a unique program that brings together the latest research insights and practical applications across various facets of sports management,” says Professor Kelly. “We aim to future-proof the careers of those working in or aspiring to work in the sports sector by offering a comprehensive, 360-degree understanding of the industry.”

The 10-week course is delivered entirely online to fit seamlessly into the busy schedules of sports professionals worldwide. The course features live case studies and insights from global and national industry experts, ensuring participants gain the latest industry knowledge and best practices. Additionally, participants can pursue micro-credentials through extra assessments and a work-integrated project, which can count towards further qualifications like an MBA or a Graduate Certificate in Business.

Ministry of Sport Members SAVE

Ministry of Sport is proud to support this forward-thinking initiative. As part of our partnership with QUT, Ministry of Sport members are eligible for a 10% discount on the course fee—saving $190. This exclusive offer underscores our commitment to providing our community with access to high-quality education that enhances their ability to succeed in the business of sport.

Important Information

  • Enrolment Deadline & Course Start Date: October 9
  • Course Duration: 10 weeks, online
  • Suited for anyone currently or aspiring to work in the sports sector
  • Open to participants worldwide, as delivered online

Early registration is encouraged to ensure you don’t miss out on the limited sports available.

For more information and to secure your spot, visit the FutureSport 360 Masterclass page.

If you have any questions about the program, please feel free to contact [email protected].

Wrap-Up of Perth International Cup: A Week of Football and Fan Engagement

Posted on by Courtney

The inaugural Perth International Football Cup, presented by Ninja, concluded after a week of football matches and community events. The tournament brought together teams from the Women’s Super League and the French Division, including Manchester City, West Ham United, Leicester City, and Paris Saint-Germain (PSG), with a total attendance of 32,000 across the week.

The event kicked off on August 27th with a Women’s Football Networking Lunch at Crown Perth. This gathering included discussions on the future of women’s sports, involving players, officials, business leaders, and local football organizations. The rest of the week featured matches at HBF Park, starting with Manchester City’s victory over Leicester City in a penalty shootout on August 28th, and ending with PSG’s narrow 1-0 win against Manchester City in the final on September 1st.

Venue and Fan Engagement

The tournament initially scheduled a finals double-header featuring all final-four teams at Optus Stadium. However, due to lower-than-expected ticket sales, these matches were relocated to HBF Park. Despite this venue change, the tournament still managed to attract 32,000 attendees across various events throughout the week. Fan engagement was a key focus, with a mix of business and networking events, such as the Women’s Football Networking Lunch at Crown Perth, alongside more traditional fan-oriented activities. The fan event at Elizabeth Quay drew thousands of supporters, offering them the chance to interact with players from all four teams, including Matildas stars Mary Fowler and Alanna Kennedy, through Q&A sessions and autograph signings.

Building International Fanbases

For international teams like Manchester City and PSG, participating in the Perth International Cup represents more than just competing on the field; it’s an opportunity to establish and expand their global fanbases. By engaging directly with local fans and leveraging the star power of Matildas players, these teams are building on the momentum created by the Matildas’ success last year. Such events not only enhance the teams’ visibility in new markets but also deepen connections with international audiences, helping to grow the sport’s global influence.

Beyond the matches, PSG also engaged with the local sports community by participating in the AFL Women’s round 1 game at West Coast, where England’s Mary Earps tossed the coin. This collaboration between football and Australian rules football highlighted the growing interconnectedness of women’s sports.

 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

 

A post shared by AFL Women’s (@aflwomens)


 Sponsorship and Brand Activation

Ninja, the event’s title sponsor, utilised the Perth International Football Cup to enhance its brand presence in the Australian market. The sponsor’s activities throughout the week were designed to engage fans and create memorable experiences, from the opening networking lunch to the autograph sessions with players.

Where to next?

The Perth International Football Cup offered a mix of competitive matches, business and networking opportunities and fan events, drawing in a moderate crowd over the week. While the event demonstrated solid fan engagement and provided a platform for sponsors to connect with audiences, it also underscored the strategic efforts of international teams to establish deeper ties with global fanbases, particularly in regions like Australia where the momentum behind women’s football continues to grow.

Ministry of Sport had an exclusive interview with Manchester City Women’s Managing Director, Charlotte O’Neill while in Australia. Stay turned for this to be released in the coming days.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

Ligue 1 Launches Streaming Service, Ligue 1 Pass, Amid UK Broadcast Blackout

Posted on by Courtney

Ligue 1, the premier French football league, has introduced the “Ligue 1 Pass” as a strategic solution to address the ongoing broadcast blackout in the UK and Ireland. This move comes after the league’s media rights deal with TNT Sports ended, leaving fans without access to live broadcasts of Ligue 1 matches for the 2023-24 season.

In previous years, TNT Sports held the broadcasting rights for Ligue 1 matches. However, the landscape shifted dramatically following Kylian Mbappe’s high-profile departure from Paris Saint-Germain to Real Madrid. The loss of one of the league’s biggest stars led to a significant decline in broadcasting interest, contributing to the current broadcast blackout.

The Ligue 1 Pass, available on the Apple TV app, is positioned as a direct-to-consumer streaming service, providing a crucial lifeline for the league’s visibility in these key markets. The pass is priced at £12.99 per month or £99 for the season, offering fans the opportunity to watch all Ligue 1 matches live. This pricing structure underlines the league’s commitment to making French football accessible while navigating the complexities of international media rights.

The move is significant as it reflects Ligue 1’s adaptive strategy in the face of shifting media landscapes. Without a traditional broadcaster, the league risks losing a substantial portion of its international audience, which could have broader financial implications. By opting for a direct-to-consumer model, Ligue 1 not only retains control over its content distribution but also opens up potential new revenue streams, albeit at the risk of alienating traditional viewers who rely on bundled sports packages.

To understand the broader context behind Ligue 1’s decision, it’s essential to revisit the significant financial challenges French football has faced recently due to media rights cuts. Clubs have been left scrambling to adapt, underscoring the critical need for new revenue streams and innovative distribution methods. The Ligue 1 Pass in the UK and Ireland is a direct response to these pressures. For a deeper dive into the financial backdrop of the top-tier French soccer league, read our earlier article.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!

Women’s Elite Rugby Reveals Three Expansion Cities for Inaugural Season Expansion

Posted on by Courtney

Women’s Elite Rugby (WER) has officially announced the addition of three new teams in New York, San Francisco, and the Twin Cities (Minnesota) as part of its inaugural 2025 season. These teams will be joining Boston, Chicago and Denver as the first six markets in the US to host a professional women’s rugby team.

These new teams will play a crucial role in WER’s marketing and sponsorship strategies. The league’s expansion is about ensuring a geographically diverse and commercially viable league that can attract national and regional sponsors alike.

The league’s inaugural season is set to kick off in March 2025.

As the league prepares for its debut, further announcements regarding team rosters, schedules, and additional partnerships are expected to be released in the coming months.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!