What can job ads tell us about Australian sport?
More than you think.
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NFL announced Westfield as its new Official Shopping Destination Partner across Australia and New Zealand and the ‘Exclusive Red-Carpet Partner’ of the NFL Melbourne Game - To celebrate, Westfield will be hosting free NFL-themed activities and Americana-inspired entertainment for customers and fans
NFL secured a new, multi-year partnership with Australia’s leading alternative asset manager, La Trobe Financial
Tasmania Devils announced Cadbury as a Foundation Major Partner and back-of-guernsey partner of the Tasmania Devils, supporting the club’s women’s and men’s VFL and VFLW teams in 2026 and 2027, and the AFL and AFLW teams from 2028 to 2030
Carlton FC announced a 3-year partnership with Specialized Solar & Electrical which will deliver a range of upgrades to IKON Park to help significantly reduce its reliance on fossil fuels
Western Bulldogs and Kapitol extended their partnership for 3 more years - The new deal will see Kapitol remain on the upper-back panel of the AFL playing and training guernseys
Adelaide Crows announced a new partnership with Anytime Fitness Australia, which joined the Club as its official Trade and Draft Partner
Hawthorn FC and Nature Valley extended their partnership for another 2 years - the FMCG brand’s logo will retain its place on the front of the AFLW guernsey
Melbourne United secured a partnership extension with Top Up Labour for the upcoming season, whose logo will feature on the club’s NBL27 shorts
Sydney Roosters secured a partnership extension with Workplace Law which will continue its long-standing support of the Club’s NRLW program, marking nine consecutive years as a Club Partner
Padel Invitational presented by UBS revealed a suite of new partners which includes HEAD, Waterdrop, Heineken, Patrón and Philips
Perth Glory unveiled Revo Fitness as the Naming Rights Partner to its High-Performance Training Centre as part of a new deal that runs through to the end of 2029
Brisbane Roar renewed its long-standing partnership with Brisbane Airport which will continue as a Silver Partner and match day playing kit front-of-shorts sponsor for the 2026/27 Ninja A-League Women season
Adelaide United entered into a new 2-year agreement with Fitness Warehouse, which secured the naming rights to the Club’s gym at the Playford Training Base
Melbourne Stars announced mycar Tyre & Auto as its Official Auto Servicing and Tyre Partner as part of a multi-year deal which will see its logo represented on the Stars’ playing and training apparel
Adelaide 36ers unveiled Budget Car & Truck Rental as its newest Major Partner for the NBL27 season - Under the agreement the Budget logo is set to feature on the front of the team’s playing and training shorts
WNBL announced Queensland-based technology company TechnologyOne as the presenting partner of the second-ever pre-season tournament, the Townsville Tip Off
Tasmania Jewels announced a new partnership with supplement brand Bulk Nutrients, which signed on as a Foundation Partner (it’s also a partner of the Tasmania JackJumpers)
South East Melbourne Phoenix announced a 2-year extension of its partnership with Wilson Security which will continue to feature on the lower back of the Phoenix home and away playing jerseys
Celebrity 1 Point Padel (Part of the Padel Invitational presented by UBS) revealed a wave of talent for its upcoming event this weekend
Perth Bears unveiled its inaugural home jersey ahead of their debut 2027 season in the NRL by dropping the design from the WACA’s light towers - The foundation jersey partners include Cash Converters, Budget Direct, Penrite Oil, Atlas and XFM - The jersey was designed by New Balance
Sydney FC and the DMA’s teamed up to launch a new limited edition merchandise range
Juventus transformed Perth's Ice Cream Factory into ‘Casa Juventus’ - the Club’s official home in Western Australia and the meeting point for fans throughout Juventus’ stay in the city - the pop-up included entertainment, interactive experiences, official merchandise and special moments with Juventus players and Legends
Komo, an Australian fan engagement and data platform, announced a new multi-year partnership with the NBL Group, spanning both the NBL and WNBL
The AFL confirmed the Sydney Football League will be established as New South Wales’ premier competition from 2027 following a recent competition review that found a need to elevate the standard of football in Greater Sydney
Foxtel Media secured five returning major sponsors for its 2026 AFLW coverage (NAB, Toyota, Medibank, Harvey Norman and AAMI) following record audiences across Kayo Sports and Foxtel
A 90,000-strong crowd took to the streets of Sydney for this year’s Voltaren City2Surf, the world’s largest fun run, raising over $3.5 million for charity - multiple brands got active
Peter V’landys confirmed the NRL’s Global Round will launch in 2028, with Hong Kong, Japan and England among the target destinations (via Code Sports)
The NRL is in advanced talks to purchase its first 150-seat aircraft, with the aim of easing logistical challenges for geographically isolated teams (via Kayo Sports)
Amazon founder Jeff Bezos joined a consortium set to acquire a 30% stake in Liverpool FC
LIV Golf announced that its signed a $250M deal with a new lead investor, replacing Saudi Arabia’s Public Investment Fund and securing operations through 2030
What can job ads tell us about Australian sport?
Job advertisements offer a glimpse into the current state and future of the industry
Job advertisements don't just tell us who's hiring, they reveal where sports organisations are investing, the capabilities they value most, and the opportunities they're pursuing.
The outlines some current and recently advertised roles from across Australian sport - Reading between the lines reveals some interesting insights...
Australia’s biggest leagues are leaning into artificial intelligence
The AFL recently advertised an ‘AI Transformation Lead’ and the NBL recently advertised a ‘Technology and AI Enablement’ role, confirming that AI is becoming a strategic priority for Australia’s largest sporting organisations.
Related: Advancing sports with data and artificial intelligence
Cricket Australia appears to be getting prepared to launch a new loyalty program
Cricket Australia looks to be investing in a new loyalty program, highlighting the growing importance of first-party data, membership ecosystems and long-term fan relationships.
This is another great example of a sports organisation leveraging its core strengths to create new propositions and unlock non-traditional revenue streams.
Related: Non-traditional revenue streams for Australian and global rights-holders (Part 1 2023), Non-traditional revenue streams for Australian and global rights-holders (Part 2 2023)
The creator economy is becoming mainstream
The NBL recently appointed Jade Roberts as its new Head of Creator & Influencer Strategy, reflecting the growing importance of creators in modern sports marketing.
Athletes, influencers and independent media personalities are increasingly helping leagues and teams reach new audiences that traditional channels struggle to access.
Related stories: The creator economy is fuelling golf’s growth, The rise of the athlete creator, The rise of the sports creator economy
Australian sports are actively exporting themselves
Tennis Australia's search for a Marketing Partnerships Coordinator focused on China highlights the continued importance of international markets.
he Australian Open’s growth strategy extends well beyond Australia, while other sports such as the NRL are pursuing ambitious international expansion plans through initiatives like its Las Vegas venture and the proposed Global Round.
Related stories: How international forces are shaping sport in Australia, Why China is key to the Australian Open’s international growth strategy
Rights-holders are diversifying their revenue streams
The NRL’s investments in hotels and property demonstrates how leagues are exploring new commercial opportunities to create sustainable long-term growth - the league has recently employed Mandy Dwyer as Marketing Manager - Hotels, and it’s also currently on the hunt for an ‘Area General Manager - Hotels’.
Tennis Australia and the PGA TOUR recently announced a new partnership for the 2028 Presidents Cup - Under the partnership, Tennis Australia will support the operational, experiential and commercial delivery of the 2028 Presidents Cup at the iconic Kingston Heath Golf Club, drawing on its experience running the Australian Open, one of the world’s largest annual sporting events. To support this new venture its currently recruiting for a ‘Head of Partnerships, Sales, Growth and Projects.’
Related stories: The NRL’s remarkable growth and diversification
Competitions are expanding and teams are building their capability
The launch of new teams from Australia’s two biggest football codes is creating demand for experienced talent. As organisations grow, so too does the need for larger and more specialised workforces.
The Perth Bears just welcomed Lia Tapper to the new role of Partnerships Manager.
Tasmania Devils recently advertised a ‘Senior Partnerships Manager - Commercial role.
The NFL is rapidly expanding in Australia and it’s currently advertising the role of ‘Senior Manager, New Business Development & Emerging Markets, Australia’.
Related: NFL growth tactics in Australia
Football Australia is in transformation mode
Football Australia has been actively recruiting senior talent - The hiring activity follows the appointment of CEO Martin Kugeler earlier this year, and comes after a recent challenging period.
Australia is doubling down on major sporting events
Governments across the country are investing heavily in major sporting events, recognising their ability to drive tourism, generate economic activity and elevate destination brands on the global stage.
At the same time, sports are expanding beyond the game itself, creating larger event footprints through fan festivals, entertainment precincts and multi-day experiences that attract visitors and engage fans.
Both these trends increase the demand for subject matter expertise.
The bigger picture...
Taken individually, these roles may seem unrelated. Taken together, they tell a compelling story about where Australian sport is heading: more technology, deeper fan engagement, greater international ambition, new revenue streams, creator-led marketing and larger event experiences.
2XU - Head Of Design
adidas - Senior Specialist, DC Operations
Always Human - Senior Social Media Account Manager | SPORTS + CULTURE
Amer Sports - Creative Content Manager
Amer Sports - Graphic Designer & Production Coordinator
Amer Sports - Marketing Operations Manager
Amer Sports - PR & Social Media Specialist
Amer Sports - Sports & Community Marketing Manager
Athletics NSW - Communications Specialist
Athletics NSW - Digital Content Producer
Athletics West - Digital Content Creator
Australian Golf Services - Corporate Communications Lead
Brand Collective - Key Account Manager - Lifestyle
Brand Collective - Graphic Designer - Reebok
Brand Collective - Group TikTok & Social Content Lead
Brand Collective - Marketing Specialist - Reebok
Brisbane Racing Club - Digital Marketing Executive
Carlton FC - Corporate Sales Associate
Cricket NSW - Event Manager – Sydney Sixers
Cricket Victoria - Commercial Sales Manager
Easygo - Sponsorships Lead
ESPN - Marketing Manager
Future Golf - Content Creator
Football Australia - Head Of Marketing
Football Australia - Senior Partnerships Manager
Geelong Cats - AFLW Content Lead
lululemon - Events Manager
Melbourne Park - Chief Digital & Marketing Officer
Melbourne Park - Head of Australian Open
Melbourne Park - Project Manager
Moonee Valley Racing Club - Event Sales Coordinator
Netball Australia - Head of Media Rights & Broadcast
Netball Australia - Marketing and Community Engagement Manager
Netball NSW - General Manager
Netball World Cup Sydney 2027 - Media & Public Relations Manager
NFL - Senior Manager, New Business Development & Emerging Markets, Australia
NSW Athletics - Digital Content Producer
NSW Government - Senior Marketing Coordinator - World Cups and Major Sporting Events
On - Area Lead, Oceania
Penrith Panthers - Foundation Partnerships Manager
Perth Bears - Creative & Content Manager
Publicis Sport & Entertainment - Media Partnerships Director (Sports & Entertainment)
PUMA - Head of Retail - Oceania
Queensland Touch Football - Marketing & Communications Manager
Racing.com - Social Media Producer
Rebel Sport - General Manager - eCommerce & Marketing
Rebel Sport - Marketing Coordinator
Rifle - Sales Manager
Rowing Victoria - Communications & Member Engagement Coordinator
Rugby World Cup - Host City Operations Manager
SailGP - Marketing Manager, APAC
Sportsbet - Social Content Production Manager (Traffic Coordination)
Sports Entertainment Network - Commercial Manager
Sports Entertainment Network - Community Development Manager
Sports Entertainment Network - Digital and Social Platforms Manager – SEN TEAMS
Sports Entertainment Network - General Manager - Melbourne Mavericks Netball
Sports Entertainment Network - Partnership Manager
Sports Medicine Australia - Membership, Marketing & Events Manager
STH Group - Event Delivery & Account Coordinator
STH Group - Senior Account Manager
Sting Sports - Content and Social Media Manager
Sunshine Coast Lightning - Digital Content Producer
Sydney FC - Sky Blue Pathways - Marketing Coordinator
Tabcorp - Customer Engagement Ambassador
Tasmania FC - Events Lead
Tasmania FC - Videography Lead
Tennis Australia - Business Development Coordinator
Tennis Australia - Head of Partnerships Sales, Growth Projects
Tennis Australia - Marketing Partnerships Lead
Tennis Australia - Patron Communications Manager
Tennis Australia - Precinct Activations Lead
Ticketmaster Australia - Client Partnership Specialist - Sport
Tradable Bits - Customer Success Manager, APAC
Victoria Racing Club - PR Coordinator: Melbourne Cup Carnival
WPP - Partnerships Manager
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