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AFL Max announced its 2nd custom-built facility will open at Melbourne Airport in May 2025 (Positioned next to URBNSURF and adjacent to the Essendon Football Club) Nike and the LEGO Group announced a multi-year partnership that will see the roll-out of a series of co-branded products, content and experiences to elevate the power of sport and creative play Paramount Australia & New Zealand and Football Australia agreed to a multi-year/multi-platform media rights deal for the national Australian teams through to 2028 QBE Insurance and the Sydney Swans launched an OOH brand campaign to encourage Sydneysiders to get behind the Swans as they chase the premiership Internet and mobile provider Tangerine became a Platinum Partner of the Melbourne Renegades as part of a multi-year deal that will see their logo feature on the sleeve of the playing kit Global logistics provider DP World elevated their partnership status with the Fremantle Dockers from Platinum to Premier Partner through to the end of 2026 TML Transport extended their partnership with Adelaide United Football Club for the 2024/25 season - their logo will continue to be displayed on the front of shorts Hockey Australia entered into a partnership with Sports Environment Alliance as part of their mission to help build a sustainable future ahead of the Brisbane 2032 Olympics Kane Cornes announced on SEN that he's signed with Seven Network for 2025 and beyond (departing from Nine) Lids appointed AI-powered 2045 Agency as their Australian creative agency Netflix teased a new Olympic Basketball documentary due in 2025 which is expected to comprise 6 episodes National Football League (NFL) owners approved a measure to let private equity firms buy minority ownership of up to 10% (no less than 3%) of a franchise Travis and Jason Kelce sold the rights to their podcast "New Heights" to Amazon-owned Wondery in a 3-year deal worth $100m+ Cristiano Ronaldo launched a YouTube channel, attracting 20m subscribers in one day Topgolf Callaway is is exploring a potential spin-off the Topgolf, reversing the 2021 merger between Callaway Golf Company and Topgolf International, Inc., which resulted in the formation of Topgolf Callaway Brands Want this update delivered directly to your inbox? https://lnkd.in/gErM-QYP 📷 - QBE Insurance #sportsmarketing

Australia's first women’s only sports bar is opening in Sydney. Here’s why The Ladies League will be successful. 1. A new & unique sports venue concept (category creation) Public spaces to watch women’s sports in Australia have been virtually non-existent up until now, but this gap is about to start to be filled. Women’s sports such as AFLW, State of Origin Women, women’s basketball, surfing and A-League soccer will be played live & loud 5 x nights a week at the new venue which features: • 80 seats • Downstairs bar • Upstairs viewing lounge • 6 x TVs, 1 x Big Screen The new venue is a first-of-its-kind in Australia and a great example of new “category creation” – a practice of inventing a new market segment by introducing a product/service that addresses an unmet need. What is that need? As explained by the founder Rose Valente in the The Sydney Morning Herald “There has been no place where people can gather and watch women’s sports together”. Instead of competing within the well-established sports bar market, the founder has built TLL as the pioneer and leader of a new, distinct women's-only sports bar category in Australia. 2. Women’s sports has been underrepresented within the media and traditionally marketed as family-friendly, but this is set to change Previous research by the Victorian Government found that just 15% of media coverage in 2022–2023 was dedicated to women's sport. This new sports venue concept helps create change. It expands the coverage of women’s sports and offers an appealing new experience (a place to eat, drink and be loud) to a new segment (18+) of supporters. 3. The concept has proven successful internationally Since 2022, multiple women’s only sports bars have opened across the US. The most notable example is The Sports Bra in Portland, Oregon which reported nearly $1m in revenue within its first 8 months of operating, and recently received major investment from Alexis Ohanian (Reddit co-founder) to help it franchise and expand. *Other examples include A Bar of Their Own in Minneapolis and Rough & Tumble Pub in Seattle. 4. Strategic placement Place (4 p’s) has been strategically used to help create a "safe space" – it’s located among the many LGBTQ+ bars in Oxford St, and it’s close to Allianz Stadium and the Sydney Cricket Ground. --- The growth of women's sports is inevitable and the TLL are well-positioned to be contributors to, and recipients of this positive change. By successfully creating the first women’s only sports bar in Australia, TLL are in a strong position to own the category and build a lasting competitive advantage. The key to TLL growth & success will be to strengthen and consolidate the association between the brand name (The Ladies League) and the category (women’s sports bars in Australia) so that when people increasingly think of the category, they think of TLL. 📸 - The Ladies League Instagram #sportsmarketing

There’s a new type of immersive sports-viewing experience that’s been recently launched and starting to roll-out, putting fans in the best seat in the house. It’s no secret that technology is set to transform the sports-viewing experience. Virtual Reality and Augmented Reality are often among the methods commonly expected to underpin this movement, but video’s of Manchester United’s season opener and #UFC305 being broadcast at Cosm recently went viral across the internet showing a new way that this is set to take place. Cosm is now rolling-out a new type of “Shared Reality” state-of-the-art technology that aims to evolve the sports-viewing experience by bringing immersive experiences to physical spaces. Through their revolutionary, giant 9,600 square-ft domed and compound curved LED screen that wraps around the audience, Cosm have created a unique viewing space where every seat is fully immersed in the content on the screen. This uniquely high level of immersion gives fans a hyper-realistic in-game experience of sitting courtside at an National Basketball Association (NBA) game or ringside at the Ultimate Fighting Championship. The experience makes you feel like you've been transported to the stadium and allows you to watch the game in the best seats in the house among your friends, and without the need for headsets or devices. How the production works: The Cosm fan experience isn’t simply the traditional broadcast footage shown on a big screen... • Sports events are filmed with the company’s own premium-positioned cameras (situated courtside/on-field/ringside) to help create an illusion of being extremely close to the action • The in-house technical directors constantly switch between the 4-6 unique camera angles to create the best possible viewing experience • Broadcast partnerships enable the integration of live commentary Cosm’s early success and expansion plans... So far, Cosm has opened two venues. One in Los Angeles near SoFi Stadium and the Intuit Dome, and another in Dallas. They plan to open a third venue in Atlanta soon. They’ve recently raised $250m+ in a new funding round which will support the advancement of their tech and media businesses, as well as the development of future venues. They’ve also established a number of key sports partnerships with the likes of the NBA, UFC, ESPN, NBC Sports, Turner Sports and FOX Sports. The arrival of Cosm is part of the emergence of immersive venues and fan experiences. Not long ago, the National Hockey League (NHL) stepped their draft event up a notch and hosted it at the $2.3b Sphere in Las Vegas, and it made some noise across the US and the globe. With the roll-out starting to take place across the globe, will we see this new technology and fan experience arrive in Australia sometime soon? #sportsmarketing

Things worth noticing in sport 👇 Nike celebrated Emma McKeon’s feat of becoming Australia’s most prolific gold medalist with the below OOH projection on the Woolongong Lighthouse Marathon Food Industries Pty Ltd extended their partnership of the Geelong Cats and joined forces with the AFLW team to feature on the sleeve of their media polo Brisbane Roar FC announced Elite Supplements as their new official Silver Partner and match day playing kit sleeve sponsor for the Liberty A-League Womens Lance Franklin was announced as the official ambassador of NAB AFL Superkick, a new participation program for 8-12 yo’s A $6b privately funded proposal to reimagine Brisbane’s Northshore was launched by Brisbane Design Alliance that includes a new 60,000-seat waterfront stadium for the Brisbane 2032 Olympics The AFL - Australian Football League is anticipating the all-time attendance record of 7,475,146 will be broken at Friday night's MCG match between Melbourne and Collingwood Stan. Sport subscribers increased 50+% during the Paris 2024 Olympics TBWA\Australia teamed up with James Magnussen to develop a short documentary called ‘The Doping Divide’ which sets out to disrupt the widely held cultural belief that doping only results in unfair sport Cricket Australia confirmed the allocation of men’s international Test match hosting rights for the next seven 7 years which includes the Boxing Day and New Year’s Test matches remaining at the MCG and SCG respectively The LA Clippers officially opened their new $2 billion, 18,000-seat stadium - the Intuit Dome Want this update delivered directly to your inbox? https://lnkd.in/gbhusths #sportsmarketing

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There are so many ways that sports x education partnerships can create a mutually beneficial value exchange. Many of Australia’s professional sports teams have partnerships with education providers. Below are some partnership exchange benefits worth noticing. 1. Student education & professional development Australian sports teams are increasingly partnering with education providers to launch new ventures and sports-related courses: https://lnkd.in/gN8SB2ZY In addition, most sports teams offer student placements across a range of areas within high-performance and administration 2. Athlete education Torrens University Australia partners with the AFL Players' Association and offers a range of educational opportunities tailored to past and present AFL and AFLW players The Australian Institute Of Sport set up the ‘Elite Athlete Education Network’ that supports elite athletes for the duration of their course study through partnered Universities, TAFE’s and other education providers 3. Brand sponsorship Deakin University showcases their commitment to women’s sport through their naming rights partnership of the Deakin Melbourne Boomers *Data from Scout shows that Education is one of the biggest investors in women’s sports: https://lnkd.in/gBXzCR9N Many universities have brand-led sponsorships with high-profile sports teams within their geographical region: Edith Cowan University = West Coast Eagles Flinders University = Port Adelaide FC, Adelaide United, Adelaide Strikers Victoria University = Western Bulldogs, Western United Western Sydney University = Western Sydney Wanderers, GWS GIANTS, CommBank Stadium 4. Shared facilities The $42m 'Home of The Matildas' is located at La Trobe University’s Sports Park Macquarie University’s new $30m Centre of Excellence is the home of Sydney FC who feature the university's logo on their front of jumper 5. Research & innovation La Trobe University researchers are working with the AFLW to better understand injuries among female athletes - from ACLs to concussion Griffith University partners with Surfing Australia and uses its research excellence in areas like wave modelling, sports engineering and wearable technologies to assist with high performance QUT (Queensland University of Technology) recently partnered with the Brisbane Bullets Basketball Club to apply their expertise in digital innovation and education to create more immersive and engaging experiences for fans 6. Acquisition Netball South Australia / Adelaide Thunderbirds recently announced a partnership with CITB South Australia to empower women to explore a career in construction 7. Community engagement 17 x pre-services teachers from Victoria University helped deliver the Western Bulldogs’ Friendly Schools Program to 9 schools in 2023 #sportsmarketing

Australian sports teams are increasingly partnering with education providers such as University’s and TAFE’s to launch new ventures and sports-related courses that offer students formal education and experience within elite sporting environments. The Australian sports industry is estimated to support 128k FTE jobs and contributes $14b annually to GDP and with major events such as the Brisbane 2032 Olympics on the horizon it's well placed to grow. Recognising this, the sports industry is looking to help fulfill its own demand for jobs by offering diplomas and certificates via Academies, Colleges and Institutes that create the next generation of sports admin professionals. These types of courses are currently common among Australia’s largest sports, and especially within the AFL where some of the league’s most supported teams already have established partnerships: Carlton Football Club x La Trobe University Carlton College of Sport Essendon Football Club x RMIT University Essendon Education Academy Port Adelaide FC x Flinders University Port Adelaide Institute of Sport West Coast Eagles x Edith Cowan University West Coast Eagles Academy of Sport Business Richmond Football Club x Swinburne University of Technology Richmond Institute Multiple TAFE's are also seeing opportunity in this new offering and have formed partnerships with sports to launch new courses and ventures. Some worth noticing among NRL clubs include: Brisbane Broncos x TAFE Queensland Brisbane Broncos Sports Business Institute Manly Warringah Sea Eagles x TAFE Queensland Wynnum Manly Seagulls TAFE at School Program Penrith Panthers x SEDA Group Panthers Sport & Business Program South Sydney Rabbitohs x TAFE NSW Rabbitohs Institute of Sports Management TAFE Queensland is worth noticing because they have created a large portfolio of partnerships and courses with Queensland's biggest sports which includes: • Brisbane Bullets  • Brisbane Broncos  • Brisbane Lions • Gold Coast SUNS • Queensland Cricket SEDA Group is another key player who also has a large national portfolio of sports partnerships and courses. The full (and growing) list is featured below (swipe left).  Why are these types of partnerships and new ventures becoming popular? Because they deliver value for all parties involved: 1. Education provider Program extension, creates a new and unique value proposition 2. Sports Creation of a new ‘own-able’ commercial property and revenue stream, talent recruitment tool 3. Student Better access and industry insights, hands-on experience and a gateway into the sports industry --- Many other sports teams have partnerships with education providers because there are so many ways to create a value exchange. New courses are just one of them. Follow to find out more. Are there any other sports-related education Academies, Colleges, Institutes or courses worth noticing? List them in the comments. #sportsmarketing

Volkswagen and Sydney Swans extended their partnership for another 5 years across the men’s & women’s teams and QBE Sydney Swans Academy Toyota Motor Corporation Australia and North Queensland Toyota Cowboys renewed their Principal Partnership for another 3 x years which will extend the term to 25 years Medibank announced a 3-year partnership with the AFLW at Marvel Stadium where 20 junior girls were joined by Erin Phillips and Moana Hope to participate in a footy clinic Medibank-owned ahm Health Insurance became an official sponsor of the National Pickleball League Australia Mountain Goat Beer extended their partnership of the South East Melbourne Phoenix for 2 years who will continue to feature on the front of jersey Qantas transported the Australian Olympic Team home in a Boeing 787-9 Dreamliner sporting the ‘Go Australia’ and welcomed them back with an event in a Sydney Hangar in front of media and a massive crowd that included family, friends & supporters such as Anthony Albanese Essendon Football Club players Zach Merrett and Jayden Laverde launched a streetwear label called “Dryp” The National Rugby League is reportedly planning to stage a “mini-Olympics” on grand final day that includes a sprint race between the league’s fastest players The Sydney Roosters announced an inaugural ‘Emergency Services’ themed NRL Event to be held each year to highlight the commitment and selflessness of emergency service personnel Foxtel (which is two-thirds owned by News Corp Australia and one-third by Telstra) is up for sale Nine reported that its Paris Olympics coverage had a national total TV reach of 19.5m across Channel 9, 9Gem, and 9Now ESPN retained their rights to the NBA and WNBA in Australia and New Zealand with an 11-year extension from season 2025-26 to the 2035-36 season Kevin Durant became a minority owner of Paris Saint-Germain Want this updated delivered directly to your inbox? https://lnkd.in/gbsfqGZy #sportsmarketing #sponsorship

Here’s some of the strategies sports teams and leagues from across the world are implementing to leveraging the rise of the creator economy. The creator economy is changing the landscape of Australian sports media and creating new opportunities for sports to connect with fans. More: https://lnkd.in/g-Prrkxc Recognising this rising trend, sports teams and leagues across the world have implemented strategies leverage it. Here are some of them worth noticing: • Juventus Football Club launched the “Juventus Creator Lab” in May - a multi-functional space which aims to foster a closer connection between digital creators and Juventus’ communication department (includes editing, production and press offices, plus several studios - video below) • The National Football League (NFL) opened up its 'Access Pass Program' (aka access to game footage) to a select group of content creators so they can craft original content using the NFL’s officially approved footage • In 2023 Major League Soccer and TikTok entered into a multiyear partnership and launched a ’Club Creator Network’ where TikTok creators are paired with MLS Clubs to create exciting content during the regular season and off-season • Adobe became the ‘Official Creativity Partner’ of The National Women's Soccer League (NWSL), providing players with access to brand building workshops, creative & digital marketing tools, personal brand training sessions and connecting them to marketing experts In Australia, many of Australia’s biggest sports such as the AFL, NRL, Football Australia and Tennis Australia have already partnered with platforms such as TikTok to start delivering fresh content to younger fans. Creators are increasingly becoming a core part of the plan.  To provide insight, Joel Eyles (Checkers) from 'Marmalade Aus' recently listed some recent collaborations with the AFL - Australian Football League on LinkedIn which included:  • DJing in the Carlton FC Junior Baggers Zone   • Media training with St Kilda FC players  • Crowd build & content creation for St Kilda Retro Round • Campaign with Brisbane Lions x Youi Insurance • Involvement in the media build up to Scott Pendleburys 400th game • Social media campaign for AFL Play and Kids Go Free Rounds • Ambassador role for Maccas Kick to Kick throughout the AFL season Link: https://lnkd.in/gcD8yBHc Social media platforms and the creator economy presents as a key opportunity for small and emerging sports as it provides teams and leagues with a fresh new way to showcase their skills and connect with audiences on a mass-scale. E.g. TikTok has recently given rise to emerging sports like #parkour (39b views), #skateboarding (24b views), and #freerunning (4.8b views). With the Olympics over and so many of Australia’s Olympians facing financial hardship, the creator economy presents itself as a key opportunity for athlete's to leverage their Olympic profile's to build a sustainable revenue stream. #sportsmarketing 

The creator economy is changing the landscape of Australian sports media and creating new opportunities for sports to connect with fans.  How fans engage with sports has shifted dramatically thanks to the growth of non-traditional digital media platforms such as Instagram, TikTok, YouTube and podcasts, and this has given rise to the ‘creator economy’ that sits among Australian sports media. The new creators within are delivering sports-themed content in a new and relatable way that often involves comedic sketches, relatable community-themed stories, nostalgic moments and tips & tricks. Who are they? The list is never-ending but below are some (predominantly AFL - Australian Football League-centric) high-profile examples of talent who’ve built their 'influencer' profiles online and/or launched new sports media brands that have massive audiences. Sports fans / non-professional athletes: • Archie & Miles Shepherd (Shepmates) • Srey & Checkers (Marmalade Aus) • Tom Baulch (Prime Train) • Josh Garlepp, Harry Fitzgerald Giorgio Savini (Kick it Forward) • Caden MacDonald, Aaron Grocs, Will Taylor • Etc. Current / ex-athletes: • Dylan Buckley (Clubby Sports) • Denan Kemp (Bloke in a Bar) • Dan Gorringe (Dan Does Footy) • Will Schofield (BackChat) • Tommy Sheridan (Ausmerican Aces) • Tom Mitchell, Josh Giddey, Patty Cripps, Lachie Neale, Erin Phillips (Ball Magnets) • Etc. In addition... • Creators from other non-sport categories are extending into sport e.g. The Inspired Unemployed partnered with Swisse to create content at the Paris Olympics • Sports teams & leagues and traditional media companies & personnel are extending into non traditional media as they try to maintain relevance The creator economy isn’t necessarily a bad thing for sports. This new form of media enables sports to extend into new channels and reach new audiences in a more relevant way. Online content is often the entry point (top of funnel) for younger fans and this is the case in particularly for Gen Z - A previous survey from Deloitte found that 90%+ of Gen Z fans use social media to consume sports content. The rising ‘dopamine culture’ is also a key contributor. It’s trademarked by the endless cycle of scrolling, swiping, and engaging in short-lived activities that provide quick dopamine hits. The short form nature of this new media meets Gen Z where they are. More engagement = more revenue. Sport is a unique product in the sense that it's multi-dimensional and can be measured in many ways - broadcast viewership, matchday attendance, sponsorship, membership & merchandise sales, annual revenue etc. The creator economy is helping sports capture attention, attract new fans and form stronger connections with them which helps underpin the key commercial metrics above. What can sports do to leverage the rising trend of the creator economy? More to come. Are there any creators not listed above worth noticing? List them below. 📷 - AFL #sportsmarketing