Things worth noticing in sport
Everything you need to know about Australian sport business, in one place
You may notice this week’s newsletter looks a little different?!
We’re piloting a refreshed format for Notice this week.
We’ve expanded the “Things worth noticing in sport section”. Why? Because there’s so much taking place across sports each week that deserves attention. This approach allows us to better spotlight important news & announcements, big stories and key shifts across the industry, without everything competing for space.
We are also piloting a new section focused on PEOPLE.
Too often, recognition in sport stops at what happens on the field, but there is just as much to celebrate off it. This new section will acknowledge achievements, promotions and key industry moves, helping shine a light on the people shaping sport from behind the scenes. (Today’s new People section has been subbed-in temporarily for the regular deep dive.)
We’d love to get your feedback on our new People section so tell us what you think in the poll towards the bottom of this email.
Help us keep the industry informed!
Have something to share? If you would like to recognise a colleague or peer, or share a news item or announcement, please contact Matt via DM on LinkedIn (here) or using the button below.
New Partnerships
Collingwood FC welcomed Myer as a Major Partner across both its AFL and AFLW programs - The partnership will be brought to life through instore activities, social storytelling and game‑day experiences, alongside select Collingwood players featuring in upcoming Myer marketing campaigns
St Kilda FC announced the extension of its long-standing partnership with New Balance, in collaboration with its elite Teamwear partner Belgravia Apparel, through to the end of 2030 - the Saints’ AFLW team will wear New Balance for the first time
Port Adelaide FC welcomed Nippy’s Fruit Juices as a key partner across all three of its football programs, and not-for-profit arm Power Community Limited - As part of the agreement, Nippy’s will play a key role in supporting player performance through the introduction of the ‘Recovery Zone’, providing post-match protein milk to aid AFL player recovery
North Melbourne FC announced a formal partnership with Deadly Choices, Australia’s leading Aboriginal and Torres Strait Islander preventative health program
North Melbourne FC secured a partnership extension with freight forwarder Orbit Logistics for 2026
Richmond FC subsidiary Aligned Leisure was appointed to manage the Yarra Ranges Shire Council’s 6 x leisure facilities which include Monbulk Aquatic Centre, Yarra Centre, Jack Hort Memorial Community Pool, Belgrave Outdoor Pool, Lilydale Outdoor Pool, and Healesville Outdoor Pool
Western Bulldogs partnered with the Herald Sun and the Melbourne Press Club to launch the Sam Landsberger Sport Journalism Fellowship, giving aspiring journalists who are school leavers or university graduates from Melbourne’s western suburbs experience across both traditional & club media
Geelong Cats announced a partnership extension with Radiology Victoria which will continue as The Official Radiology Partner of the Club
NRL & NRL inked a new 3-year deal with Coca-Cola Australia - the brand will feature across broadcast, retail and live experiences throughout the rugby league season, and the deal extends across State of Origin, the Finals Series and national team sponsorships
Prime Minister Anthony Albanese welcomed a landmark 3-year partnership between Western Sydney Wanderers FC and Western Sydney International Airport - the new deal is the is the first sporting club partnership in the airport’s history
Netball NSW and GIANTS Netball announced a 1-year partnership with Park on King for the remainder of 2026 which will provide convenient and secure parking solutions to support Netball NSW’s Pathway teams, as well as GIANTS Netball’s travel requirements
Swimming Australia and Griffith University announced a new 3-year partnership to ensure the Gold Coast’s Para athletes have access to the world’s best training environment in the lead up to Brisbane 2032 and beyond
Australian Turf Club secured a new multi-year partnership with leading providers of integrated waste and recycling services, United Resource Management
Perth Racing secured a new 2-year media partnership with Sports Entertainment Network
News & Announcements
PUMA launched its ‘Clutch Shop’ activation in the heart of the Melbourne CDB alongside Josh Giddey - fans were invited to test themselves under game-like pressure to unlock exclusive rewards, including newly released PUMA shoes, signed merchandise and vouchers
IRONMAN Group Oceania hosted the 2026 HOKA Runaway Sydney Half Marathon which saw 30,000 runners participate (the biggest edition in the event’s 33-year history) and brand activations from HOKA, Better Beer, PURE Sports Nutrition and CELSIUS - more here
Matildas star, Steph Catley, signed a contract extension with Arsenal FC, alongside her dog, Calvin
NBL owner and billionaire Larry Kestelman stated that the Gold Coast could have a team in the NBL by next year - Gold Coast City Council is currently working through a process to approve the $1bn proposed Gold Coast Arena at Carey Park in Southport (via Code Sports)
It was reported that Kane Cornes will step down from his position as All-Australian selector & Rising Star judge, in light of Sportsbet’s policy change around talent aligned with official roles
Wilson hosted a VIP event to celebrate the reopening of its store at the Emporium Melbourne
GWS Giants chair Tim Reed laid out plans for his club to become a “powerhouse” and flagged a potential name change down the track - noting that “No one who you ask who lives in Sydney says -”I live in Greater Western Sydney”
Sydney Swans welcomed back Sydney Sweeney to the SCG
Melbourne FC raised over $130,000 for the Jim Stynes Foundation through its second annual ‘Jim’s Game’ in Rnd 6 vs Brisbane Lions - All funds raised will go directly to the JSF charity partners including The Reach Foundation, Indigenous Eye Health Unit, Worawa College, AAAC and the JSF Community Leadership Award
Fight MND unveiled a giant hot‑air balloon version of the Big Freeze beanie at Marvel Stadium to launch this year’s Big Freeze 12 fundraising push for MND research
Australia’s newest international airport, Western Sydney International (Nancy-Bird Walton) Airport, opened its brand new runway for a fun run event - Hundreds of runners got to race on the tarmac before a single plane landed on it, and the event raised over $100,000 for the Sydney Children’s Hospitals Foundation
Netball Australia and Netball World Cup Sydney 2027 (NWC2027) launched ‘HerPower27’ - an ambitious new vision to convert the NWC2027 into long-term outcomes for women and girls
Russel Corp, parent company for iconic Australian brands Sherrin and Spalding, announced it’s being acquired by GRAY-NICOLLS SPORTS
NBA Australia locked in its plans for NBA House which includes appearances from NBA All-Stars Jaren Jackson Jr. and DeMarcus Cousins, alongside performances from Baker Boy, DJ Nino Brown and Tye Turner, plus a 3-on-3 Celebrity Game, live NBA Playoffs watch parties, interactive basketball and gaming zones, exclusive merchandise and food & drink offerings
Visit Victoria and City of Melbourne launched an Industry Engagement Session (taking place May 20) for businesses that are interested in learning how they can leverage the significant opportunity of the first ever NFL game in Australia this September
LIV Golf turned to Ducera Partners (investment bank with sports ties) to help secure long-term investment partners, following news it’s losing funding from the Public Investment Fund of Saudi Arabia
Construction commenced on Vietnam’s Hung Vuong Stadium, set to become one of the largest sporting arenas in the world, with a planned capacity of 135,000
Meta CEO, Mark Zuckerberg and Apple CEO, Tim Cook are reportedly among the names considering bids for the Seattle Seahawks
People
Key Industry Moves
This week, we’re celebrating the individuals taking the next step in their careers and stepping into new opportunities — from new roles to well-earned promotions and expanded responsibilities.
Jess Connor - Head of Partnerships at Netball Australia (from Gemba)
Lily Lambert - Senior Partnerships Lead at Cricket Australia (from WPP Media)
Kelsey O’Brien - Senior Client Director at Bastion (Promotion)
Lachlan Rigney - Sponsorship and Marketing Campaigns Lead at Maurice Blackburn Lawyers (from NBL)
Angus Johnstone - Digital Marketing Specialist at Men’s Rugby World Cup 2027 (from Football Australia)
Bradley Millner - Customer Growth Specialist at A-Leagues (from URBNSURF)
Hugh Rogan - Senior Director, Global Partnerships at The IRONMAN Group (from Rugby Australia)
Charlie King - Commercial Manager at Bursty (from Gemba / TGI Sport)
Alex King - Project Manager at Bursty (from Crystal Palace FC)
Nicole Atkins - Senior Account Manager at Sydney Swans (Promotion)
Tim Cartledge - Senior Sales Manager at SPORTFIVE
Maddy Russell - Account Manager at Gemba (from TGI Sport)
Liam Daly - Head of Podcasting at Rifle (previously Founder at Shout Collective)
Patrick Gannon - General Manager at ActiveXchange APAC (from Rebel Sport)
Craig Campbell - Consultant at Basketball Victoria
Luke Dennehy - Acting Head of Media and Communications at Australian Athletics
Luke Murphy - Acting Director at Visit Victoria
Lauren Jackson - Chief Strategy and Basketball Partnerships Officer at WNBL
Justin Nelson - Chief Operations Officer at WNBL
Mark Falvo - Interim Chief Executive Officer at Netball Australia (currently CEO at Netball World Cup Sydney 2027)
Dan Taylor - Chief Executive Officer at Melbourne Football Club (from Stan)
Board & Executive Appointments
Anthony Moore - Board Director at Netball Australia
Rachel Wiseman - Board Director at Football Australia
Angela Mentis - Board Director at Football Australia
Alison Lyons - Board Chair at QSport
Petter Hutton - Board Chair at Professional Triathletes Organisation
Agency Wins
MKTG Sports + Entertainment was shortlisted for The Drum Awards’ Marketing APAC 2026, with two projects (in collaboration with Chemist Warehouse and TAC) recognised among this year’s finalists. Winners will be announced at the awards ceremony in Singapore, May 21
Upfront Sports Partners was appointed by the Japan Rugby Football Union to advise on its Rugby World Cup 2035 bid
Tell us what you think?
We’re shaping our newsletter around what the Notice community wants to read.
2XU - Head of Marketing
Adelaide United FC - Partnerships Manager
adidas - Manager, Category Management
Akcelo - Social Manager - Sport
Australian Sports Commission - Director - Sporting Schools
Amer Sports - Marketing Operations Manager
Amer Sports - National Account Manager - Salomon Sportstyle
Baseball Victoria - Board Director
Bastion - Strategic Partnerships Lead - National Football League (secondment)
Brisbane Bullets - Corporate Sales Manager
Brisbane Lions - Digital Content Producer
Bunnings - Sponsorship Lead
Bursty - Account Manager
Bursty - Senior Account Director
Champion Data - Broadcast Project Manager
Champion Data - Product Manager
ClassPass - Partner Community Manager - Sydney
Coca-Cola Europacific Partners - General Manager, Market Activation & Partnerships (18-months)
Courtside Melbourne - Head of Marketing
Cricket Australia - Event Manager
Cronulla Sharks - Media & Communications Executive
Cronulla Sharks - Partnerships Executive
Culture Kings - Marketing Manager
Dan Does Footy - Editor
Fever - Senior Sponsorship Sales Manager
Football Australia - Business Development Executive
Football Victoria - Head of Competitions
Future Golf - Head of Marketing
Gemba - Group Account Director
Gold Coast SUNS - Graphic Designer
Goodlife Health Clubs - Senior Marketing Manager
Hawthorn FC - Video & Content Producer
Health Partners - Brand & Sponsorship Coordinator
JD Sports - Head of Performance Marketing
JD Sports - Senior Affiliates Manager
LSKD - E-Commerce Manager
Moonee Valley Racing Club - Social Content & Digital Producer (6-month contract)
NBL - Partnerships Manager
Netball World Cup Sydney 2027 - Digital Marketing Manager
Netball World Cup Sydney 2027 - Media & Public Relations Manager
Nike - Brand Creative Seasonal Retail & Experience Design Professional, Pacific
North Melbourne FC - Senior Marketing Manager
North Queensland Cowboys - Head of Marketing
Perth Bears - Digital Marketing Coordinator
Perth Bears - Head of Media & Communications
Perth Bears - Head of Technology, Data & Innovation
Pixellot - Regional Commercial Partnerships Manager
PILLAR Performance - Marketing Coordinator
Queensland Academy of Sport- Head of Brand and Partnerships
Queensland Cricket - Partnerships Account Manager
Queensland Rugby League - Digital Marketing Manager - 10 Month Parental Leave Contract
Richmond FC - Commercial Sales Executive
Richmond FC - Student Acquisition & Marketing Coordinator
Rugby World Cup - Senior Tournament Guest & Protocol (TGP) Manager
SA Tourism Commission, Marketing Coordinator, Events (Sponsored)
SA Tourism Commission, Marketing Coordinator, Events (Managed)
Salomon - Brand Marketing Specialist- Performance
Seven Network - Brand Content & Integration Coordinator
Speedo - PR & Community Executive
Sportsbet - Commercial Manager - New Ventures
Sports Direct - eCommerce Specialist
Sports Direct - Partnerships Manager
Sports Direct - Visual Merchandise Lead
Sports Entertainment Network - AFL Record Supervisor
Sports Entertainment Network - Commercial Manager
Sports Entertainment Network - Fan Engagement Officer
Sports Entertainment Network - Sales Director – Melbourne
Sports Entertainment Network - Group Partnership Manager
Sports Entertainment Network - Head of Commercial
Sports Entertainment Network - Strategy & Solutions Manager
State Sport Centres - Sports Technology Supervisor
STH Group - Sales Executive
Supercars - Marketing Manager
Sydney Roosters - Foundation Manager
Tabcorp - Corporate Communications Manager
TaylorMade Golf - Marketing Coordinator
Tennis Australia - Digital and Content Lead
TGI Sport - Event Manager - Live Events
Touch Football Australia - Content Producer
Tradable Bits - Senior Customer Success Manager, APAC
UQ Sport - Marketing & Communications Manager
Venues NSW - Commercial Team Coordinator
Venues NSW - Customer Experience Coordinator
Venues NSW - Event Manager - Fixed Term
Venues NSW - Member Events and Experience Coordinator
Victoria Racing Club - Partnerships Lead
Victorian Institute of Sport - Digital Marketing Specialist
Volleyball South Australia - Chief Executive Officer
World Masters Games Perth 2029 - Director - Marketing, Development & Participant Recruitment
WPP - Sports & Entertainment Partnerships Associate Director
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