The rise of the athlete-to-fan category, Australian Open launch immersive event at the THE LUME
Today’s lineup:
The rise of the athlete-to-fan category
The Australian Open launch event at the THE LUME is a prime example of how sports are embracing cutting-edge technology to create highly-immersive and unforgettable experiences
Not yet a subscriber? 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.
The WNBL announced a plan to launch the 24/25 season at the “Foot Locker Reimagined” concept store in Melbourne Central after Foot Locker signed as a major partner of the League
Deloitte partnered with the United Cup and Tennis Australia and will support a variety of digital projects to enhance customer and event experiences as part of a multi-year partnership
Melbourne Renegades renewed their partnership with YETI who will supply players and staff with their insulated drink bottles and coolers on match days
carsales extended its partnership with the Sydney Swans for another season
Asahi Super Dry extended its Rugby World Cup partnership which will run across the Men’s Rugby World Cup in 2027, and the Women’s Rugby World Cup, both hosted in Australia
Boost Mobile extended its partnership with the A-Leagues, which will see the brand maintain its status as the Official Telco Partner of both the men’s and women’s leagues
To leverage its AFLW sponsorship, Medibank teamed up with Fox Sports to launch “AFL on Fox” - a new show dissecting all the action from around the latest round
Pirate Life Brewing became the naming rights partner for RAC Arena’s level one lounge, now known as the Pirate Life Bar - this follows a 5-year partnership announced earlier this year with Pirate Life’s parent company, Carlton & United Breweries
Brisbane Roar welcomed the Carina Leagues Club as a Silver Partner and 2024/25 Ninja A-League Women back-of-shorts sponsor
Western United announced Silvans Integrated Facilities Services as a Platinum Partner
Online car dealership Carma upgraded its partnership with Sydney FC, stepping in as the official sleeve sponsor, following two successful seasons as the shorts sponsor
A new report from Brand Finance found that Collingwood is Australia's most valuable football club brand with a brand valuation of $145m, ahead of the Brisbane Broncos ($124m), Carlton ($115m) and the Penrith Panthers ($108m)
Samsung Electronics announced a groundbreaking new partnership with F45 Training that will deliver free access to functional training workouts to Samsung TV owners across the globe
Australian surf champion Mick Fanning listed his $4m home that includes an indoor skate ramp
The Fordham Company was appointed as the exclusive commercial agency for Australia’s LIV Golf team, Ripper GC
Ariarne Titmus, Mary Fowler, Oscar Piastri and Olympic gold medalist, Jessica Fox were included in the Forbes Australia 30 under 30 list
Former UFC Middleweight Champion, Israel Adesanya and Olymic gold medalist Jessica Fox surpised Nedd Brockmann on his road to completing his 1,000 mile-run which has raised over $2.9m so far
It was reported that representatives from Venues NSW, Optus Stadium and the MCG flew to London to meet with NFL executives about potentially hosting an NFL game at their respective venues
NFL Commissioner Roger Goodell hinted that a Super Bowl could be held outside of the US as part of the league’s international growth plans
Yahoo Sports and The Athletic announced a partnership to create a new, free and comprehensive women’s sports hub on the Yahoo Sports website and app
A second Sphere will be built in the United Arab Emirates as part of Sphere Entertainment Co.’s global vision to create a global network of venues - it’s expected to open in 2030
The Australian Open launch event at the THE LUME is a prime example of how sports are embracing cutting-edge technology to create highly-immersive and unforgettable experiences
World-class major sports events require world class venues, and technology is increasingly dictating what the definition of “world class” is, and how sports experiences are delivered.
Cosm are rolling out a new “shared reality” immersive sports-viewing experience, giving fans the best seat in the house
Through their revolutionary, giant 9,600 square-ft domed and compound curved LED screen that wraps around the audience, the uniquely high-level of immersion gives fans a hyper-realistic in-game experience of sitting courtside at an NBA game, front row at the NFL, or ringside at the UFC.
Read more: ”A new type of immersive sports-viewing experience”
Las Vegas’ $2.3b Sphere recently hosted UFC306, also known as Riyadh Season Noche, which came at a cost of $20m+ for the UFC to produce
The awe-inspiring event not only gave fans an experience to remember, it attracted extensive media coverage, and event footage spread quickly across social media and the internet, delivering a solid ROI via earned media.
The venue also hosted the NHL Draft event earlier in the year.
Read more: “UFC's extravagant $20m spend at the Las Vegas Sphere is worth it”
In Australia, THE LUME helped Tennis Australia serve up an Australian Open launch event that “hit different”, according to CEO, Craig Tiley
(Click below to view event footage)
The world’s largest digital art gallery which was created by Grande Experiences, can design and deliver a fully customised experience using stunning projections, immersive soundscapes, and engaging storytelling.
With these capabilities the Australian Open launch event delivered immersive floor-to-ceiling scenes of Melbourne Park, and offered media and attendees a vivid glimpse into what’s to come for Australian Open 2025.
The Australian Open is a global, and prestigious event on Australia’s major sports calendar so the event experience it delivers needs to reflect this
The futuristic nature of THE LUME helped deliver just that.
The world-leading technology and innovation used to deliver the live experience reinforced the Australian Open as a world-class sport and helps elevate the brand.
In addition to the Australian Open launch event, THE LUME has hosted some of Australia’s other key sports events including:
The sports technology landscape is evolving, and platforms are emerging to strengthen the athlete-to-fan connection, and enhance the commercial return for athletes
Digital platforms are emerging to help reshape the way fans and brands connect with their favourite sports stars, offering more direct, authentic and exclusive experiences.
Through subscriptions and one-off payments, fans and businesses can gain access to behind-the-scenes content, personal messages, live experiences, real-time interactions, and virtual meets ups with their favourite athletes - no matter where they are in the world.
These platforms are particularly appealing to superfans and are designed to give athletes a bigger share of earnings from their online presence, offering a more profitable alternative to traditional social media platforms.
Here are some of the platforms worth noticing
Swysh, Pickstar and FAN+ enable fans to purchase a personalised “shoutout” from Australia’s biggest sports stars.
Overseas, Cameo and Eksperience (an app developed by NFL star Austin Ekeler) provide a similar service.
Swysh recently launched “Fan Pass” which delivers exclusive videos to fans from their favourite athlete via email and SMS - Fans can ask questions and receive updates about games, preparation routines, and personal downtime, in exchange for a fee.
OnlyFans is moving towards the mainstream and enables athletes to offer exclusive content behind a paywall, for a subscription fee - It provides athletes with 80% of the fee.
Notable names like Nick Kyrgios, Liz Cambage, and Douglas Costa have joined the platform.
Read more: “The rise of athletes on OnlyFans”
Athlete-to-business marketplaces
Digital platforms are also streamlining the connection between athletes and brands.
Pickstar serves as an online marketplace, linking brands with high-profile athletes for things like speaking events, guest appearances, social media and brand ambassador roles.
FAN+ also offers a wide range of exclusive sports experiences for businesses including corporate hospitality, and experiences with pro athletes such as training clinics, coaching, PT sessions, surfing, boxing and wellness.
Internationally, platforms such as OpenSponsorship, MarketPryce and Opendorse also match brands to athletes in a variety of ways.
Crossover exists
Most platforms offer a mix of one-off, subscription and custom services, enabling athletes to connect with both fans and brands in unique ways.
AFL - Social Producer
AusCycling - Digital Marketing Coordinator
AusTriathlon - State Services Manager - ACT
Australian Grand Prix Corporation - Communications and Engagement Manager
Capital Football - Events & Sponsorship Manager
Carlton FC - Digital Content Manager
Carlton FC - Digital Platform Specialist
Cricket ACT - Commercial Partnerships and Foundation Manager
Cricket NSW - Head of Partnerships
ESPN - Client & Brand Solutions Executive - 12 month contract
ESPN - Senior Sales Manager
Football Australia - Manager - Government Relations
Football Australia - Manager - Projects
Foot Locker - Digital Content Coordinator
Foot Locker - Digital Insights Analyst
Foot Locker - Digital Operations Manager
Foot Locker - Digital Marketing Manager
Foot Locker - Director, Digital Marketing
Foxtel Group - Engagement Campaign Specialist – Kayo Sports BINGE
Foxtel Group - Marketing Manager - Main Event
Foxtel Group - Strategy Analyst - Kayo Sports & BINGE
Gold Coast Titans - Marketing Manager
Golf Australia - Senior Participation Manager - VIC
HOKA Australia - Area Manager - NSW & QLD
KOJO - Account Director
Melbourne & Olympic Parks - Customer Experience Insights Lead
Netball Australia - Head of Participation
Netball Victoria - Data & Insights Manager
Newcastle Knights - Partnerships Executive
Nike - Senior Manager, Digital Operations, Digital Commerce Pacific
Penrith Panthers - Foundation and Community Assistant
Port Adelaide FC - Marketing Coordinator
Pickstar - Talent Agency Sales Manager
Puma - Head of Integrated Planning
Racing Queensland - Events Manager
Rebel Sport - Assistant Merchandise & Marketing Coordinator - Loyalty & Personalisation
Rip Curl - Communications Manager
RMIT University - Manager, Sport & Fitness
Seven West Media - Head of Club Relations
South Australian Tourism Commission - Commercial Partnerships Manager
Sportsbet - Insights Analyst
Sportsbet - Head of Strategy Projects
Sportsbet - Senior Manager - Strategic Planning
Sportsbet - Social Content Lead (Creative)
Sports Entertainment Network - Consumer Business Manager
Sports Entertainment Network - Partnerships Manager
Sweat - Digital Marketing Manger
STRONG Pilates - Marketing Manager
Sydney Roosters - Commercial Partnerships Executive
Tennis Australia - Digital Product Owner
Tennis Australia - People Relationship Manager - Member Associations
TGI Sport - Account Executive
The Yard Gym - Performance Marketing Specialist
Tradable Bits - Customer Success Manager, APAC
Tradable Bits - Digital Advertising Specialist, APAC
Two Circles - Sponsorship Sales Executive
Two Circles - Sponsorship Sales Director
Under Armour - Senior Professional, Visual Merchandising
Venues NSW - Event Acquisitions & Partnerships - Business Development Coordinator
Volleyball Australia - Events Manager
Not yet a subscriber? 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.