SEM Appointed Official Licensing Partner for Netball World Cup Sydney 2027™

The Local Organising Committee for the Netball World Cup Sydney 2027™ has officially appointed Australian-owned firm Special Event Merchandising (SEM) as the tournament’s Official Licensing and Retail Supplier.

Under this landmark agreement, SEM will lead the design and development of the official merchandise range, overseeing global sales, bespoke online platforms, and on-site tournament retail outlets for the 17th edition of the global showcase.

Commenting on the appointment, general manager of Revenue and Experience for the NWC2027 LOC, John Nicholl, emphasised that the partnership aims to create a “purpose-led” brand that resonates with a global audience.

“Desirability, sustainability, affordability and quality are all important elements to the Local Organising Committee when developing the merchandise range for the tournament,” Nicholl said.

SEM managing director, Stuart Forder, added that the program will focus on “combining world-class design, sustainable practices, and a seamless retail experience” to celebrate the athletes and the energy of the event.

The appointment leverages SEM’s three decades of experience in the sports business sector, where the organisation has managed marquee retail programs for major events like the Australian Formula 1 Grand Prix™.

For the Netball World Cup, SEM will be responsible for the end-to-end management of licensees and retailers, ensuring the striking visual identity of the 2027 tournament is translated into high-demand consumer products.

Staged in Sydney from 25 August to 5 September 2027, the tournament will feature 16 nations competing across 64 matches, providing a massive commercial window for the new retail partnership.

The LOC intends to elevate the fan experience through this merchandise strategy, building a tangible legacy for the sport that extends well beyond the final whistle of the competition.

Fans can expect the first phase of the official tournament merchandise range to begin its commercial roll-out in late 2026.

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