Nick Kyrgios is aiming to put Aussie beer on the global map, high-profile Australian athletes x sports-themed children's books
Many high-profile Australian athletes have created sports-themed children's books that deliver multidimensional positive outcomes
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Nick Kyrgios is aiming to put Aussie beer on the global map
Many high-profile Australian athletes have created sports-themed children's books that deliver multidimensional positive outcomes
Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.
AIA Australia extended its partnership with Melbourne Victory and will feature on the Club’s A-League Men’s training apparel - as part of the expanded collaboration it will also be recognised as a new Victory In Business Platinum Partner
Tennis Australia announced a new partnership with Red Bull which became the Official Energy Drink Partner of the Australian Open - As part of the deal the “Red Bull Bassline” event will bring together 6 of the world’s best players for a unique, tiebreak tennis event (with a DJ dropping beats) at Rod Laver Arena
Chinese consumer electronics company Haier was unveiled as the new official TV and appliance partner of the Australian Open as part of a new 3-year deal
Football Australia announced a new partnership with Hahn which will become the naming rights partner for the Australia Cup for the next 3 years
Rugby Australia and Defender announced the renewal of their major partnership for another 3-years, until the end of 2027
Victoria Racing Club inked a 3-year partnership extension with Diageo, securing it as the exclusive provider of alcoholic and premium non-alcoholic spirits for the Melbourne Cup Carnival until at least 2027
LEGO activated its Formula 1 partnership and celebrated the reveal of its new F1 Collection on Las Vegas’ iconic Sphere in Las Vegas
Perth Wildcats announced a new partnership with SCA Western Australia which will see players featured in regular segments across Mix94.5’s Pete & Kymba show and 92.9 Triple M’s Xav & Katie Show
Western Bulldogs secured ASICS as the Club’s official apparel partner until at least the end of 2028
Monopoly produced a giant board activation (35m x 35m) to announce the release of its Shane Warne Legacy edition board game which celebrates the career and life of the Australian cricket legend
Australia’s No.1 tennis player Alex de Minaur became the first tennis player to feature on the iconic Weet-Bix in its 126-year history
During a recent concert, Pearl Jam recognised the GWS GIANTS for their support for EB Research Partnership, a charity dedicated to funding research to treat and cure the rare life-threatening children’s skin disease Epidermolysis Bullosa
Tasmania JackJumpers unveiled its designs $15M high-performance centre, a state-of-the-art facility spanning approximately 5,500 square metres
Brisbane Bullets teamed up with Playbk Sports to create “Bullets Assist”, an innovative Learning Management System designed to assist young athletes and educators in achieving success both on and off the court
Australia’s leading recovery destination RCVRI was announced as the exclusive recovery partner of Aventuur’s $120M Perth Surf Park which is set to open in 2027
Tourism Australia launched a new multi-million dollar campaign featuring Australian cricket captain Pat Cummins, aimed at enticing more Indian travellers Down Under, coinciding with the Australia vs India Test Series
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Nick Kyrgios is aiming to put Aussie beer on the global map
There’s a trend taking place across Australian sports where athletes are venturing into entrepreneurship, launching new start-ups and investing in existing ones.
The alcohol category has been a particularly attractive one, and many athletes have been brewing their own brands.
Among them is Nick Kyrgios, who was recently announced as a co-owner and brand ambassador in Stryda, one of Australia’s newest and most exciting beer brands.
The Australian beer market is worth nearly $2 billion annually and Stryda is on a mission to capture market share, and expand across global markets.
Here's why Nick Kyrgios is a perfect fit:
1. Global reach
Nick Kyrgios has the ability to turbo-charge Stryda's brand growth. He has:
4.1M+ followers on Instagram which can generate organic global exposure (Collaborator posts have been key so far, and the clips that he features in have boosted view counts 100x, reaching hundreds of thousands)
A fast-growing podcast, Good Trouble, and has used product placement to expose Stryda to some of the world’s biggest stars including Matthew McConaughey, Gordon Ramsay, and Mike Tyson
The ability to attract earned media coverage, thanks to his successful tennis career, combined with his eccentric, unfiltered and candid personality
2. Brand personality
In Kyrgios' own words: “Stryda aligns with my brand, it’s raw and edgy”
It's the perfect brand partnership - Stryda is aiming to be loud and disruptive, and is unafraid to take on the big guys
3. Youth appeal
Today’s beer drinkers want more than just a good beer - they want authentic brands that reflect their values and lifestyle
The brand personality Stryda is creating alongside Kyrgios aims to fill that gap, and connect with the next generation of beer drinkers
4. Influence
Kyrgios' cultural influence has the ability to positively impact Stryda's brand and drive sales on a large-scale
He has strong global networks and can help open doors that Stryda wouldn’t otherwise be able to e.g. partnerships with other top athletes
Moving forward…
Although they're a brand with big plans, community sits at its core
Aligning with this community-centric strategy, Stryda has partnered with Australia's leading equity crowdfunding platform, Birchal, to raise funds to assist with their ambitious growth plans.
In combination with its high-profile ambassador and sponsorships, it hopes to attract a community of 1,2,3 thousand investors to help grow the brand.
(Stryda recently hosted an investor webinar which you can view here)
For Kyrgios, having a stake in Stryda's success means that he will be genuinely bought in to achieving success.
Watch this space 🍺 🚀
Many high-profile Australian athletes have created sports-themed children's books that deliver multidimensional positive outcomes
View the list here
These books provide unique benefits for children, parents, athletes, and publishers alike, each group gaining something valuable from this specialised genre.
1) Children / parents
Children's books are a powerful tool in shaping a child's beliefs and understanding of the world.
Through stories, athletes can help children:
Build positive associations with teamwork, resilience, goal-setting, perseverance and integrity
Establish healthy habits and positive mindsets that encourage physical activity and mental discipline
For parents, the appeal isn't only in fun stories but also in their educational and developmental value.
2) Sports
Books offer an early-life stage entry point to sports before traditional touch points like active participation, live games or broadcast.
This initial connection is important because it can help kick-start a long-lasting affinity between young readers and sports.
In addition to traditional touch points, new non-obvious touch points emerge throughout life at different stages (e.g. gaming, social media, eLearning) offering new engagement opportunities.
Embedding sports into literature is an effective long-term strategy to help future-proof sports.
Although growing sports isn’t always the key driver for athletes creating books, sports development is an incidental outcome.
3) Athletes / authors
Creating a children’s book can be a natural and meaningful extension of an athlete’s brand, allowing them to connect with young audiences and their families on a more personal level.
For many athletes, books offer a new revenue stream, but these books can also provide an opportunity for athletes to give back to their communities.
Stories can be a powerful vehicle to highlight important causes like women’s empowerment, Indigenous heritage and multiculturalism.
For athletes with families, creating a children’s book can be personally meaningful. Many athletes are inspired to create stories they can share with their children, passing on lessons learned throughout their own journeys.
4) Publishers
Sports-themed books hold significant appeal across all age groups, making them an attractive market for publishers.
Books that feature real-life athletes captivate children and hold appeal for parents as well.
For publishers, the commercial success of sports-themed children’s books can create a virtuous cycle - Profits can be reinvested to expand their catalog with more athlete authors and sports-themed stories, enabling them to increase reach and diversify offerings.
Ultimately, sports-themed children’s books represent a win-win for all
Which Australian athlete should produce a children's book next?
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Stryda got nothing on Travla