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Retention is the real growth engine in sports sponsorship
The sponsorship industry is awash with headlines announcing new partners, but behind the noise, an important conversation is gaining traction...
Sep 10
•
Matthew Hughes
8
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How sports retail brands got active around the Sydney Marathon
Shakeouts, pop-ups, house boats, street races, after parties, exclusive merchandise
Sep 3
•
Matthew Hughes
13
The new playbook for sports activations
How sports activations are evolving to meet rising fan expectations, driven by the experience economy, gaming-inspired interactivity, AI-powered…
Aug 27
•
Matthew Hughes
4
1
Sponsors helping sports do good
How sponsors of Australia’s biggest football codes are helping to power important social causes
Aug 13
•
Matthew Hughes
9
Netball and the Robert Irwin effect
From viral to valuable: Why sports marketers need to think like entertainment marketers
Aug 6
•
Matthew Hughes
11
Sports media gold rush: rights boom meets digital disruption
Rights values are exploding — but old broadcast models are collapsing.
Jul 30
•
Matthew Hughes
2
The PR opportunity for athletes
Why athletes can benefit from PR support now more than ever, and how today’s modern sports media landscape is impacting athlete management models and…
Jul 23
•
Matthew Hughes
1
The rise of the athlete creator
Today’s athletes aren’t just competing on the field, they’re producing content, building audiences, and monetising their personal brands across digital…
Jul 16
•
Matthew Hughes
1
A blueprint for leveraging star signings
The impact of signing star players and how teams and leagues can effectively leverage them off the field
Jul 9
•
Matthew Hughes
1
Cannes Lions for Sport 2025 review
The numbers tell a compelling story of rising global standards — and offer a sharp warning for Australian brands and agencies struggling to keep pace.
Jul 2
•
Matthew Hughes
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