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The growth playbook for emerging sports
As the global sports marketplace becomes more fragmented and competitive, Niche sports, leagues and teams are emerging, and disruption of the…
 • 
Matthew Hughes
Running culture is a blueprint for brand relevance
Over the past five years running has exploded, creating an opportunity for brands
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Matthew Hughes
How brands showed up at State of Origin - Game 1
The NRL State of Origin is once again proving why it’s one of the most powerful platforms in Australian sport
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Matthew Hughes

May 2025

High-impact sponsorship activation with Groblox
The arrival of a new entrant worth noticing, and how brands can activate their sponsorship at Major Sports Events in an impactful way
 • 
Matthew Hughes
Sports promoting... sports?
While it might seem counter-intuitive for teals, leagues or athletes to shine a light on potential competitors, cross-sport promotion is actually a…
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Matthew Hughes
Perth Bears: An $85M government investment for a projected $200M return
The Perth Bears haven’t played a game, but the business case is already doing the talking
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Matthew Hughes

April 2025

AFL Gather Round success
Competition is fierce to secure major sporting events such as AFL Gather Round, but the SA Government has positioned itself exceptionally well to remain…
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Matthew Hughes
Advancing sports with data and artificial intelligence
Technology is being increasingly injected into sports via partnerships with startups, and tech giants like Amazon, Microsoft, Meta, and Google
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Matthew Hughes
The global sportswear market is shifting and expanding
Adidas has been getting active in Australia
 • 
Matthew Hughes

March 2025

Beauty’s growing presence in sports
From sponsorships & endorsements, broadcast integrations & advertisements, product development & sampling, matchday integrations and experiential…
 • 
Matthew Hughes
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Formula 1-themed events and cross-code collaborations
A number of events and cross-code collaborations took place throughout last week to leverage the hype of Victoria's major Formula 1 event.
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Matthew Hughes
Formula 1 fever hits Melbourne
The F1 experience is extending well beyond the track via advertising, pop-up brand activations and fan zones
 • 
Matthew Hughes
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