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 contracts.
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.
Sports Industry Networking Event - Sydney
After the success of our debut “Happy Hour” sports industry networking in Melbourne we’re teaming up again with MEE Agency to bring the vibes to Sydney.
Date: Thursday 7 August
Time: 3:00pm - 6:30pm
Location: Sydney
Venue: Hotel CBD, 52 King St
Tickets: $27 - grab yours HERE
What to expect: an afternoon/evening of post-work casual drinks in a fun, informal and welcoming setting.
Who should attend? We’re bringing together a mix of professionals from across the sports ecosystem including rights-holders, brands, agencies, media, government, education and suppliers - so if you’re looking to connect with like-minded people across the sports industry, then this is the place to be.
Welcome Groblox 🤝
We’re SO excited to welcome Groblox as the new Presenting Partner of our Happy Hour Sports Industry Networking event series
What’s Groblox? You may’ve experienced a Groblox product potentially without even knowing it. Their modular structures are tailored for modern sports & entertainment events and experiential marketing.
They have delivered brand experiences for many agencies/clients at the likes of the Australian Open 2025, LIV Golf Adelaide 2025 and Formula 1 Australian Grand Prix – more here. Groblox have some exciting plans ahead and we are excited to see what's next.
Groblox is a new player within the Australian market and they’re all about turning big ideas into bold spaces. We’re pumped to be partnering with a brand that’s on a mission to help the Australian Sports industry push the envelope and that shares our passion for innovation, creativity and impact.
This partnership goes a long way to ensuring the financial sustainability of our sports industry event series, allowing us to continue to bring us together in a fun and meaningful way.
Interested in an event partnership? Get in touch with Matt (Founder, Notice) or Steph (Co-Founder & Director, MEE Agency). We’d love to chat!
Cricket Australia announced McGuigan Wines as its Official Wine Partner of both the Australian Men’s and Women’s cricket teams, domestically and internationally, as part of a multi-year deal
Hawthorn FC unveiled a new collaboration with Miele which will supply the club with its first-class appliances for its new home at the Kennedy Community Centre
Geelong Cats welcomed Curlewis Golf Club as an Elite Partner, and Jack Rabbit Vineyard as an exclusive wine partner for the upcoming AFLW season
Tasmania JackJumpers announced a new 2-year partnership with leading Tasmanian automotive company Jackson Motor Company
Tasmania Football Club also teamed up with Woolmark to launch woollen foundation jumpers
Unibet Australia extended and expanded its long term partnership with the Sydney Roosters which now includes support of the NRLW team
After becoming the Cronulla Sharks’ NRL team song sponsor midway through last year, payroll outsourcing business Alltech increased its involvement as the official NRLW team song sponsor
Brisbane Bullets secured a 2-year deal with TotalFusion which became the club’s Official Health and Fitness Partner
With under four weeks to go until the 10th season gets underway, a number of inaugural players gathered at IKON Park to front the media, and to ceremoniously kick off the official countdown to the 2025 NAB AFLW Season
Australian NBA player Josh Giddey signed a new multi-year sneaker deal with Puma
QBE gave up its place on the Sydney Swans’ guernsey for the first time in nearly 40 years and replaced it with hand-drawn hearts created by children from Save the Children Australia and Sydney Children’s Hospitals Foundation - to raise money, the 23 match-worn sign guernsey’s are being auctioned here
Sydney Swans also teamed up with Airbnb to offer fans an unprecedented, immersive game day experience
Rugby Australia and the Royal Australian Mint joined forces with Rebel Sport to salute the Wallabies and Wallaroos by unveiling commemorative $2 coin
XO Media Group and Amplify launched a Happy Gilmore 2-themed activation in Sydney's Martin Place
Check out Netflix's marketing and brand partnership activity surrounding the upcoming movie release here
NRL joined forces with artificial intelligence technology and scheduling platform Fastbreak.AI and will use its software to manage the 17-club NRL's fixture-scheduling requirements
Related: Building and launching the AFL Fixture
It was reported that the NRL and NFL have agreed to work together - the NFL will assist with rugby league’s season-opening in Las Vegas, in return, the NRL will help with the NFL’s promotion for its first ever regular season game in Australia next year
Prime Video announced that it has ordered an AFL docuseries in collaboration with Emmy-Winning production company Box To Box - it will premiere in 240 countries and territories worldwide in 2026
LIV Golf Adelaide announced that it will return to The Grange Golf Club from 13–15 February 2026
The SA Government announced the return of the Santos Tour Down Under with a 10-day festival from January 16-25, 2026
Rugby's British and Irish Lions tour match generated the strongest ever number of rooms occupied in a single night across Adelaide with 10,752 rooms occupied recorded – equating to 95% occupancy - The night generated $3.9 million in revenue, the 5th highest on record
Snoop Dogg bought an ownership stake in Swansea City
Today we’re excited to welcome Britt Prince and Matt Krog as guest writers
Britt Prince, Managing Director Prince Sports & Entertainment
Britt Prince is a veteran PR professional with over 15 years of experience in public relations for sports, athletes and consumer brands worldwide.
Before founding Prince Sports & Entertainment in 2024, Britt led the AFL’s national public relations team, overseeing the league’s communications strategy and implementation, including growth markets and products. She’s previously directed public relations and communications campaigns for Emirates ANZ, Subway ANZ, Major League Cricket USA, Tempur, and Cricket Australia, along with Olympic athletes and household names from the NRL and AFL.
Matt Krog, Director, Aus Sports Law
Matt Krog is a highly respected corporate, commercial, and sports lawyer with over a decade of experience working with athletes, governing bodies, and commercial enterprises both nationally and internationally. As the founder of Aus Sports Law, he has been recognised as a leader in the field, providing strategic legal and business solutions tailored to the unique demands of the sports industry.
In today’s article they break down 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 contracts.
The PR opportunity for athletes
Today, athletes are building powerful personal brands.
Brands are investing in athletes who are not just competitors but creators, capable of driving engagement beyond the field of play.
This marks a major evolution in athlete marketing, where storytelling, authenticity, and audience loyalty are just as valuable as on-field performance.
From Finn Callaghan and Reece Walsh’s YouTube channel to Mary Fowler’s L’Oreal deal, athletes are redefining what it means to be marketable.
Related: The rise of the athlete creator
Brands are no longer solely focused on traditional sponsorships and outcomes; instead, they prioritise working with athletes with large, engaged audiences and strong cultural relevance.
This shift means that an athlete’s commercial value is now closely tied to their personal brand and ability to connect authentically with fans.
With digital platforms at their finger tips, players no longer need traditional media outlets to tell their stories - they can speak directly to their audience, whenever and wherever they want.
This direct approach allows athletes to control their messaging, showcase their personality, and build deeper relationships with their followers, ultimately making them more attractive to brands seeking third party endorsements.
More eyeballs = more commercial endorsements.
Where sporting accolades were once the only currency that mattered, cultural capital now counts more than ever
Sports-adjacent content is in demand more than ever, as audiences increasingly crave connection with athletes and the stories around them.
Fans want the real and raw behind the scenes content, as well as the inner sanctum access to their daily life, fashion, wellness routines, and community work. This type of content blurs the line between sport and entertainment, offering brands and storytellers powerful opportunities to engage with highly passionate, loyal audiences in an authentic and culturally relevant way.
In a media landscape driven by relatability and connection, it's the off-field moments that are driving deeper fan engagement and reshaping how we experience sport.
Athletes who have leveraged their off-field talents and passions have cultivated large followings online, and skyrocketed themselves to the top of the wish list for many brands in Australia.
Christian Petracca’s humble home cooking videos have grown his personal brand to one that is as powerful as his football club, reaching new audiences and younger generations of fans that wouldn’t normally be attracted to the game.
Former NRL player, Luke Bateman, has built a cult following on Tiktok leveraging the ‘BookTok’ trend - growing his fanbase in the process. His move into the online book club world is one that will pay dividends far beyond his playing credentials. The fact it’s tapping into a female friendly audience is a PR dream for the NRL, and setting the tone for current players to follow suit.
The cultural relevance built by these two athletes showcase how an athlete’s marketability extends far beyond the playing field.
Athletes having the ability to create their own content presents both an opportunity and a risk - many athletes could benefit from experienced PR support
While athletes having full control over their content offers a direct line to fans (and the authenticity they crave) it can also come with risks and unintended consequences.
Unfiltered posts and off-the-cuff commentary can cause (potentially negative) headlines overnight. But audiences are often willing to trade perfection for access, forgiving the occasional misstep in exchange for authenticity.
The balance between an athlete’s online presence and traditional media is one that is constantly evolving.
Eagle eyed journalists often use the athlete’s owned channels to generate stories in the media, so a proactive strategy to publish content to nurture a positive narrative is crucial for those who are constantly in the public’s eye. Using an athlete’s channel to provide a source of entertainment and information is the perfect way to be in control of a narrative and use their own voice as a source of truth, rather than let editorial and opinions take the lead.
That said, traditional media remains a cornerstone of athlete brand building, playing a vital role in shaping reputation, deepening audience connection, and managing crises.
A skilled publicist is an essential asset in this mix.
With long-standing relationships across the media landscape, PR professionals can proactively shape narratives, mitigate risks, and ensure an athlete’s story is told in the right way, at the right time, to the right people.
The end of one-size-fits-all athlete management
Traditionally, an athlete’s manager handled all aspects of their career - contract negotiations, sponsorships, media and brand partnerships.
However, for many athletes at the top of their game, having a team of experts who specialise across various disciplines is a must in this modern sports media landscape, to ensure their off-field success is keeping up with the new world of athlete creators.
Modern athletes are now surrounding themselves with a team of experts.
This includes an Agent or Manager to negotiate contracts, and manage on-field matters, Legal Counsel to ensure contracts safeguard personal IP and adhere to league rules, a PR specialist to manage media relations, public image and third-party brand deals, as well as a Financial Expert to grow wealth and build long-term financial security.
Of course, at the centre of this new management model needs to be the athlete’s authentic voice and creative identity, which can’t be constructed for likes or followers.
The management team must work cohesively and in the best interests of the athlete, tapping into their subject matter expertise to create a supportive infrastructure for the athlete to shine.
This model follows overseas structures, in which athletes have a professional team around them to keep ahead of the trend. Athletes such as Jalen Hurts, Philadelphia Eagles quarterback, made global headlines last year with his all female management team, showcasing the need for more expertise.
And while Aussie athletes aren’t making the bank of an NFL star, the need to expand their support is growing with the sports marketing industry hungry for more athlete-led content.
The legacy contract challenge
Matthew Krog, from Aus Sports Law, said athletes are increasingly aware of the opportunities afforded by the demand for off-field content.
“While Australian athletes now enjoy greater autonomy over their image and brand partnerships, this increased control and, therefore, opportunity, necessitates expert guidance. Specifically, navigating complex commercial deals and league regulations, and ensuring robust legal protections, is crucial to safeguarding their interests and maximising potential.”
A significant oversight in current contracts is the failure to adequately address and protect athletes' individual image rights and intellectual property.
“The contracts need to acknowledge and separate the athlete’s personal brand IP from the league and brand partners’ broader commercial interests to fully empower athletes and ensure they retain control over their own image and content to an extent that is commercially reasonable. This is an evolving territory that will continue to challenge leagues and teams as athletes create their own platforms, particularly where athletes are able to use their platform to break into areas of the market not previously within the reach of the league or team they represent.
"Today's athletes are also increasingly aware of their influence beyond the field of play. They recognise themselves as agents for change and are more willing to use their platforms to advocate for social issues. This willingness to engage with societal matters makes them even more valuable to brands seeking partnerships with purpose, and provides untapped commercial benefits for leagues and teams, should they be willing to remove existing red tape.”
The future is content
Australian athletes understand the demands of a distinct identity that deeply resonates with both their fans and brand partners, and is delivered to fans through easily consumed content.
An athlete’s personal brand is a powerful tool for building fandom, and one sporting organisations and teams should see as an incredible opportunity for growth.
By providing athletes with more opportunities to creatively connect with fans, organisations can future-proof their growth and innovate with substance, which will translate into lasting success for all parties involved.
AFL - Head of Consumer Product
Amer Sports - Senior Marketing Manager - Wilson
Amer Sports - Social Media & CRM Specialist - Wilson
Amer Sports - Trade Marketing Executive
Australian Turf Club - Event Manager
Australian Turf Club - Marketing Manager - Media & Brand
Bastion - Social Media Manager
Brisbane Broncos - Education Program Manager
Brisbane Broncos - Marketing Campaign Executive
Bursty - Social Media Coordinator
Bursty - Videographer
Carlton FC - Creative Content Coordinator
Cricket NSW - Team Communications & PR Manager
Dolphins NRL - Digital Campaign Manager
ESPN - Digital Insights Analyst
Essendon FC - Events Coordinator
FANZO - Digital Marketing Executive
Football Australia - Manager - Media Rights and Partnerships
Fremantle Dockers - Business Development Manager
Gemba - Account Executive
Gemba - Creative
Gemba - Event Manager
Gemba - Group Account Director
Golf Digest - Advertising Sales Manager
Hawthorn FC - Senior Events Manager
HOKA Australia - Marketing Lead
IRONMAN Oceania - Marketing Manager
JD Sports - Retail Marketing Coordinator
lululemon - Events Manager | 6 Months Contract
Melbourne Storm - Project Marketing Manager
Moonee Valley Racing Club - Project Manager (Client Side)
NBL - Event Marketing Manager
NBL - Public Relations Lead
Netball Australia - General Manager - Tournament Revenue & Experience (Netball World Cup)
Netball Australia - Legacy Manager (Netball World Cup)
Netball Queensland - Marketing Officer
Newscorp Australia - Sponsorship Manager
Oaks Hotels, Resorts & Suites - Business Development Manager - Golf & Sporting Groups
Octagon - Event Manager (Fixed-Term Contract)
Octagon - Project Director - No2ndPlace (12 months fixed-term contract)
Panthers Group - Senior Digital Content Producer
Parramatta Eels - Multimedia Coordinator
Perth Wildcats - Video Producer
Puma - Key Account Manager
Racing Victoria - General Manager - Content & Broadcast
Red Bull - Field Marketing Specialist, Sport
Seven - ESports Content Operator
Sportsbet - SEM Executive
Sports Entertainment Network - Digital Strategy & Campaign Manager
Stan. - Director, Sports Content
Stan. - Social Media Producer - Sport
Stan. - Sports Digital Content Producer
Stan. - Sport Marketing Manager
Stan. - Sport Programmer
Surfing Australia - Director of Production & Distribution
Surfing Australia - Marketing Specialist
Sweat - Digital Marketing Strategist
Tennis Australia - Digital Business Development Manager
Tennis Australia - Event Operations Coordinator
TGI Sport - Creative Strategist
TGI Sport - Senior Communications Manager
THE ICONIC - Head of Sports
Two Circles - Sponsorship Sales Manager
Victoria Racing Club - New Business Development Executive
Victoria Racing Club - Public Relations Executive
Zurich - Brand & Social Media Associate
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.