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Why brands invest in sports from grassroots to the elite level
Grassroots sport remains one of the most powerful connection points between brands and consumers
Mar 25
•
Matthew Hughes
11
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Why sport has an analogue advantage over artificial intelligence
AI can simulate almost anything, but it can’t manufacture genuine human connection or tangible experiences
Mar 18
•
Matthew Hughes
16
1
1
The ultimate Formula 1 Australian Grand Prix 2026 off-track activity wrap
How brands, teams and athletes showed up during the Formula 1 Qatar Airways Australian Grand Prix
Mar 11
•
Matthew Hughes
19
1
The NRL’s remarkable growth and diversification
Record revenues. Strengthening balance sheets. Expanding global ambitions - The NRL has entered a new phase of existence.
Mar 4
•
Matthew Hughes
9
The most valuable sports partnerships are built outside the live window
Live sport creates the moment, but what happens around it is where partnerships really deliver. Why surrounding media, timing and cultural relevance…
Feb 25
•
Matthew Hughes
14
New & noteworthy sports partnerships
A look at some of the new, noteworthy and unexpected brand, strategic, media and commercial partnerships in Australian sports
Feb 18
•
Matthew Hughes
5
The 99% problem: How Australian sport ignores its biggest audience
Despite Australia’s enormous appetite for attending games the fact remains that for any game across the country’s major codes, 99% of fans watching…
Feb 11
•
Matthew Hughes
10
Which sports team in Australia and New Zealand has the most loyal fans?
Winning builds attention. Losing tests devotion. Somewhere in the space between those two ideas sits the true measure of a sporting fanbase
Feb 4
•
Matthew Hughes
13
How brands are leveraging AO26 (part 2)
Brands from many categories are investing millions of dollars into campaigns that leverage official AO rights, athlete ambassador partnerships and…
Jan 28
•
Matthew Hughes
6
How brands are leveraging AO26 (part 1)
The Australian Open’s scale and reach explain exactly why brands continue to invest heavily in sponsorship and activation around the tournament
Jan 21
•
Matthew Hughes
7
2
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