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

January 2026

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

4

2

SailGP’s high-speed growth story

The popularity of the league is accelerating, and it's attracting sponsorship from big brands, bids for hosting rights from major cities, and investment…

Jan 14 • Matthew Hughes

9

December 2025

Why China is key to the Australian Open’s international growth strategy

As tennis Grand Slams increasingly face the possibility of disruption and more intense competition, the AO is actively extending brand positioning as…

Dec 17, 2025 • Matthew Hughes

11

2

How international forces are shaping sport in Australia

Globalisation isn’t new to sport, but the pace, scale and ambition we’re seeing today is unprecedented.

Dec 10, 2025 • Matthew Hughes

11

The top brands powering community sport in Australia

From the 80,698 x brands that are known to invest in community sport sponsorship, six have emerged as the top performing brands

Dec 3, 2025 • Matthew Hughes

7

November 2025

How brands got active around the Ashes

In the lead up to the first ball, major brands launched nationwide campaigns to activate around the Ashes to help fuel the hype and capture mass…

Nov 26, 2025 • Matthew Hughes

6

1

The NBL flywheel is spinning

Last season, the 2024/25 Hungry Jack’s NBL regular season experienced another season underlined by immense growth, and it’s hard to see things slowing…

Nov 19, 2025 • Matthew Hughes

1

Why the rise of the English Football League is worth paying attention to

Insights about the rising popularity of the English Football League that we can draw inspiration from

Nov 12, 2025 • Matthew Hughes

2

Why and how signature cocktails are showing up in Australian Sports

This new trend that's drawn inspiration from global major sports events

Nov 5, 2025 • Matthew Hughes

2

October 2025

The 12-hour window every sports marketer should know

Why the 12 hours after a major sporting moment is a prime window for brands to authentically engage, create, and convert in real time

Oct 29, 2025 • Matthew Hughes

12