3 min read

Swimming Australia Leverages Olympic Interest to Expand Commercial Footprint with SPORTFIVE Partnership


Swimming Australia has entered an exclusive multi-year commercial rights representation agreement with global sports agency SPORTFIVE, aiming to elevate the sport’s commercial program. This partnership is set to support long-term objectives to grow the sport from grassroots community participation to elite-level swimming.

The agreement will see SPORTFIVE providing strategic commercial and media rights services, focusing on developing new commercial programs, sponsorship strategies, and targeting brand and media partnerships. This initiative is part of broader efforts to deliver revenue growth for Swimming Australia.

SPORTFIVE will work closely with Swimming Australia’s executive team, including CEO Rob Woodhouse, to develop a comprehensive commercial partner program. Woodhouse expressed enthusiasm about the partnership, citing SPORTFIVE’s world-class commercial sports expertise and their unique experience in commercialising aquatic sports globally.

“Australians love swimming, it’s our number one Olympic and Paralympic sport, and the number one participation sport across the country,” Woodhouse said. “We have a great opportunity for Australian and global brands to connect with and support Australians in their passion for swimming.”

The recently concluded Australian Swimming Trials, which served as the official selection for the Paris 2024 Olympics, highlighted the sport’s popularity and engagement across the nation. Over six nights, Australian athletes competed to secure their place on the Olympic and Paralympic squads. The trials reached over 5.7 million viewers, with the highest total TV audience for the finals session reaching 707,000 viewers.

Key viewership statistics from the trials include:

  • Total TV Reach: +5.7 million
  • Highest Total TV Audience (primary channel) for Finals Session: 707,000 (653K linear | 53K BVOD)
  • Average Total TV Audience for Finals Sessions: 631,000 (586K linear | 45K BVOD)
  • Nine was the No.1 metro linear network during prime time for Total People and All Key Demos
  • 9Now was the No.1 commercial BVOD platform nationally during prime time for Total People and All Key Demos

The trials showcased Australia’s depth of talent, setting high expectations for the upcoming Paris Olympics. With only 38 days until the Games, the anticipation is building for Australia’s swimmers to deliver outstanding performances.

Damien Moston, Managing Director of Australia – New Zealand and Senior Vice President of Global Sales at SPORTFIVE, commented on the partnership, emphasising the agency’s history in aquatics and their commitment to promoting swimming in Australia. “We are very excited to be working with Swimming Australia at this important time for the sport,” Moston said. “We will work closely with Swimming Australia to develop impactful brand and media partnerships that promote the wonderful ambassadors of the sport and the community health benefits of swimming.”

This partnership aims to capitalise on the Olympic interest and create more commercial opportunities for Swimming Australia. By leveraging the sport’s popularity and engaging with leading brands and media partners, Swimming Australia and SPORTFIVE are poised to enhance the sport’s commercial footprint and support its growth at all levels.

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