Is Rugby Union officially back in vogue?

Australian rugby appears to be at the beginning of a potentially well-timed resurgence ahead of a home World Cup in 2027

Oct 8 • 

Matthew Hughes

2

Who owns Australia’s sporting clubs and why it matters

How our major sports competitions are structured, and the effect this has on the capacity to grow in a way that serves commercial interests, and that of…

Oct 1 • 

Matthew Hughes

2

September 2025

How Dan Does Footy is shaping the future of Australian sports media

Dan Gorringe’s collaboration with the AFL for a live watchalong stream on YouTube marked one of Dan Does Footy’s (DDF) highest-profile ventures to date

Sep 24 • 

Matthew Hughes

5

New & noteworthy sport partnerships

Brand, commercial, strategic and media sports partnerships worth noticing

Sep 17 • 

Matthew Hughes

2

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

9

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

14

August 2025

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

8

Netball and the Robert Irwin effect

From viral to valuable: Why sports marketers need to think like entertainment marketers

Aug 6 • 

Matthew Hughes

11

July 2025

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