AFL Gather Round keeps getting bigger and better

This year's AFL Gather Round was the biggest one ever, and South Australia has put itself in a strong position to maintain hosting rights

Apr 15 • Matthew Hughes

14

Premium brands are rewriting the rules of sports sponsorship

Premium brands are embedding themselves into the moments, emotions, and experiences fans care about most

Apr 1 • Matthew Hughes

18

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March 2026

A new major grassroots & talent pathway partnership opportunity has emerged in Australia

The emergence of a new high-profile Asia-Pacific high school basketball tournament

Mar 31 • Matthew Hughes

13

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

12

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

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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

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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

February 2026

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

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