Why brands invest in sports from grassroots to the elite level
Grassroots sport remains one of the most powerful connection points between brands and consumers
Last chance to purchase your tickets!
We have some exciting news!
We’d like to welcome TWO new event partners:
Lion - We’re excited to welcome Hahn. As part of the partnership, Lion will be shouting a selection of drinks including Hahn SuperDry, Kirin Ichiban, Kirin Hyoketsu and to celebrate the upcoming Rip Curl Pro at Bells Beach – Stone & Wood Pacific Ale. If you’re coming along, it definitely pays to get there early. Good people, great conversations, and now… a very solid drinks lineup!
Tradable Bits - a leading provider of cutting-edge fan engagement, data analytics, and marketing solutions to the global sports, music, and entertainment industries, working with APAC industry sports leaders as well as national or state governing bodies in football, basketball, netball, soccer, hockey and rugby. Tradable Bits currently improves data acquisition, data analysis and data activation for 20+ Leagues and more than 50 Men’s and Women’s professional sports teams across AFL, NRL, NBL and Netball leagues, using proprietary technology & AI to help improve marketing & membership, generate revenue and foster brand loyalty.
Have you purchased your tickets yet?
Event details:
🗓️Thursday 26 March
⏰3:00pm-6.30pm
📍Royal Saxon, Richmond
Tickets: $27
A big thank you also to our existing partners who are helping to make this event possible:
Sport Design Australia - A top-tier sports creative agency built to fill the gaps of modern sporting teams. They’re experts in brand, design, content and creative support for sport, trusted by top local & global sports organisations such as the NFL, Paramount+, Cricket Victoria, NZ Rugby and more. They focus on work that builds brand, engages fans and increases revenue, with a keen eye for top quality work. Check out their Instagram here. Looking for creative support? Reach out to Ryan.
Royal Saxon Hotel - Our venue partner and the perfect setting for a fun afternoon with the sports industry.
We’re looking forward to connecting with everyone coming along – here’s a sample of who’s coming so far:
MKTG Sports & Entertainment, Rinnai Australia, Visit Victoria, MEE Agency, Freelance, Bursty , North Melbourne FC, Australian Football League, Lion, Twenty First Group, Cricket Australia, Entry Place, Studio Messa, FT Events, Two Circles, Wicket, Australian Sports Foundation, Medibank, Westpac, Sport Design Australia, Vic Health, Australian Sports Technology Network, lululemon, Tennis Australia, Deakin University, Essendon FC, Newscorp, Australian Cricket Association, Richmond FC, National Basketball League, EDFL, FAANZO, Gemba, Golf Australia, TGI Sport/Wildcard, Melbourne City FC, PLYMKR, Melbourne Park, KOJO, iReel, SportsGrad ...and we’re expecting MANY more!
Come help make this our biggest event yet!
Cheers 🍻 🥂
🤝 Happy Hour is delivered in partnership with MEE Agency.
Australian Commonwealth Games Team welcomed AAMI as a Proud Partner ahead of Glasgow 2026 - the national insurer will leverage its partnership using their award-winning Athletes in the Making campaign, where small mishaps at home have no impact on young people chasing their dreams of representing Australia
Surfing Australia and Ford Australia entered into a new partnership which will see the automotive brand support Surfing Australia’s entire national events calendar - Ford Australia also became the Official Major Partner of the Surfing Australia High Performance Centre
Sydney Swans announced a 3-year partnership with V Energy - the partnership will centre around the brand’s Activate brand platform, featuring across Sydney’s content, social channels, and match day activations
West Coast Eagles welcomed WA‑based organisation Grounded Construction Group as an Official Partner of the Club’s AFL and AFLW programs
North Melbourne FC inked a new deal with Red Hill Estate which will see the acclaimed Mornington Peninsula winery’s wines served across the Club’s major AFL and AFLW events
Adelaide Crows secured a 2-year partnership extension with Health Partners, the largest South Australian-based not-for-profit health fund - Max Michalanney has been appointed player ambassador
WA Football unveiled ATCO as the Naming Rights partner of the Western Australian Football League Women’s (WAFLW) competition ahead of the new season this month - The partnership represents one of the most significant commercial agreements in the history of women’s State League football in WA
nib Newcastle Knights announced a landmark new partnership with leading fashion and lifestyle platform THE ICONIC, ahead of the 2026 NRLW season - The partnership will see THE ICONIC feature on the team’s playing kit, while also designing the squad’s off-field uniforms - more here
Sydney Roosters and Coinstash extended their partnership for the 2026 NRL season - The Cryptocurrency brand will once again carry prominent brand exposure across the Club's official NRL Media Polo,with the Coinstash logo featured on both sleeves
Sydney Roosters secured a partnership with SBS Fence & Toilet Hire, marking a 9th consecutive year of collaboration
Melbourne Mavericks welcomed High Sierra as a partner, which will support Mavs athletes and travelling staff with dependable, high‑performance bags and accessories for training, match days and interstate travel
World Surf League and Boost Mobile renewed their partnership for 2026, which will see the telecommunications brand integrated across all four major WSL events in the country, including CT stops in VIC, WA, and QLD, as well as the Challenger Series event in Newcastle, NSW
Melbourne Vixens and Australia’s largest not for profit health fund HCF extended their Premier Partnership for 3-years which will see the organisations work together to strengthen the wellbeing of Victorian netballers across all levels of the game
Netball World Cup Sydney 2027 appointed Sports Event Merchandising (SEM) as its Official Licensing Partner which will see SEM design and develop the Official NWC2027 merchandise range
Champion Data announced its partnering with Supercars to deliver a fully integrated broadcast graphics package across the Supercars Championship, bringing data-driven storytelling to full throttle in 2026
AFL launched ‘Next Door hosted by Hard Rated’ - a live site located next door to the Adelaide Oval during Gather Round, offering a mix of live entertainment, footy on the big screen and music across the week, including ARIA Award-winning DMA’S as the headline entertainment
AFL also launched ‘Run 4 Your Club’ alongside Dylan Buckley - a mass participation running and walking event that will see supporters from every AFL club compete for off-field bragging rights in a 4km kilometres club-versus-club battle during the 2026 Gather Round
Australian Steelers secured a new partnership with Australian hydration soda startup Posca Hydrate - this is the first partnership its secured since running its cut-through ‘Officially Unsponsored’ campaign
Australian Athletics and Little Athletics Australia signed final contracts to complete the process of national unification
lululemon unveiled its 2026 Run collection, fronted globally by Australian athlete and model Montana Farrah Seaton
Nike launched its first-ever country-led TikTok channel ‘@nikeaustralia’ - the country-led move is a global first for the brand
The AFC Women’s Asian Cup Australia 2026™ final between Australia and Japan was witnessed by 74,397 fans at Stadium Australia, the highest ever turnout for the tournament - total tournament attendance hit a record breaking 350,046
Football Australia, alongside Football NSW and Northern NSW Football called for a $343m long-term infrastructure investment to support the continued growth of women’s football in NSW, following the AFC Women’s Asian Cup Australia 2026
NRL opened Expressions of Interest for its 2026 Magic Round tech showcase - an initiative that it hosts in partnership with Advance Queensland
FIFA announced a partnership with YouTube ahead of the 2026 World Cup to change how the tournament reaches a digital-first audience - rights-holding broadcasters will be able to stream game action live on the video platform
Why brands invest in sports from grassroots to the elite level
Many of Australia’s biggest companies have grassroots-themed sports partnerships
From junior participation programs and community club initiatives to full talent-pathway sponsorships, brands are investing heavily in the grassroots level of sport.
Why? Because grassroots sport remains one of the most powerful connection points between brands and consumers. It offers direct access to families, young participants, fans and volunteers while also allowing companies to demonstrate tangible support for local communities.
Across Australia, thousands of brands are involved in community sport in some form, whether through participation programs, local club sponsorships or broader community initiatives.
At the national level, some of the country’s biggest company’s have built major brand platforms around sports participation and talent development.
High-profile sports participation program partnerships
Many of Australia’s biggest brands have high-profile Naming Rights Partnerships with junior participation programs.
Examples include:
NAB AFL Auskick
Coles MiniRoos (Football Australia)
Coles Little Athletics Australia
Coles Healthy Kicks (AFL)
Woolworths NetSetGo (Netball Australia)
Ford Aussie Hoops (Basketball Australia)
Other notable grassroots-themed sponsorships include:
Medibank presents parkrun
DoorDash NRL Touch Football
These programs reach hundreds of thousands of participants every year and provide brands with meaningful touchpoints at the earliest stages of the sporting journey.
One of the most enduring examples is NAB AFL Auskick, which recently launched its 2026 season with NAB celebrating 20 years as naming rights partner of Australia’s largest and most recognised junior participation program.
The longevity of partnerships like this demonstrates how participation programs can deliver both community impact and long-term brand value.
Sponsorship across the entire talent pathway
While junior participation programs are important entry points, many of sports’ largest partnerships now extend across the entire athlete development pathway, from grassroots to elite competition.
These integrated partnerships allow brands to support athletes from their first experience in sport through to the professional stage.
For example:
In 2022, NAB renewed its contract as the Naming Rights Partner of the NAB AFL Women’s competition and NAB AFL Auskick, along with its major partnership with AFL Men’s as part of a 6-year deal
In 2025, Commonwealth Bank became the largest supporter of soccer in Australia’s history thanks to a new 6-year deal with Football Australia, which is seeing the bank sponsoring the game at all levels and abilities
In 2025, Westpac signed a major deal with Cricket Australia that includes support for local clubs and communities, support for women, support for inclusion cricket teams and tournaments, support for First Nations Talent. It also has made a significant investment into participation and development pathways (especially women’s) via its partnerships with the NRL, NRLW, NSW Rugby League and QLD Rugby
Ford’s partnership with Basketball Australia includes support across all under-age national championship events and ensuring coverage across the entire development pathway, in addition to Australia’s elite Olympic and Paralympic teams
Foot Locker has key basketball partnerships across all levels of basketball – from local courts to the national stage. These include, Australian Boomers, NBL, WNBL & NBL1, Summer Jam, Australian Junior Championships, Schools Championships, U18s Club Championships
Related: Foot Locker has been getting active in Australia and basketball has been part of the plan
New grassroots-themed partnership continue to emerge
So far in 2026:
Football Australia announced a multi-year partnership with Isuzu UTE Australia, encompassing the entire national team pathway, including the CommBank Socceroos, CommBank Matildas, the men’s and women’s youth squads (U17s, U20s and U23s) as well as the CommBank Pararoos and CommBank ParaMatildas
Netball Victoria just welcomed Roll’d as a new partner in a 3-year agreement that will see the Australian fast, fresh Vietnamese food brand come on board as an Official Partner of the State Titles, Association Championships and School Championships
Queensland Rugby Union announced a new 3-year partnership with wealth management firm Morgans, aimed at supporting the state’s rugby pathways
Melbourne Victory welcomed back Zaparas Lawyers which rejoined the Club - the Associate Partnership will have a particular focus on Melbourne Victory’s Academy
AirTouch entered into a new partnership with the Western Sydney Wanderers FC Girls Academy
Credit Union SA extended its partnership with Port Adelaide across the club’s AFL and AFLW programs - it will also continue its support of the club’s not-for-profit arm, Power Community Limited, and continue as the naming-rights partner of the club’s Community Footy Raffle
McDonald’s became an Official Partner of Netball Queensland and the Queensland Firebirds as part of a multi-year deal which will have a strong community focus on delivering great experiences from the grassroots to the elite stage
The list goes on…
While some brands focus on sponsorship of participation programs, others activate their partnerships through community campaigns and initiatives
These initiatives often celebrate volunteers, support local clubs, or provide direct funding to grassroots organisations.
Some recent & notable examples include:
Budget Direct just launched the ‘Footy Charity Championship’ competition that leverages its sponsorships of the Dolphins, Melbourne Storm and South Sydney Rabbitohs - The initiative will see Budget Direct inject a total of $205,000 into vital community charities
Dulux just renewed its partnership with North Melbourne FC which will see it work with the community arm (The Huddle), and deliver support initiatives such as ‘Colour Your Club’, which helps refresh and reinvigorate local football and netball clubs
Vegemite recently unveiled a new partnership with Australian sprint sensation, Gout Gout- the announcement took place in Gout’s hometown community of Ipswich, and on the same oval where he first ran
Bunnings leverages its AFL partnership through its ‘Legend of the Tongs’ initiative - a nationwide search to find, recognise, and reward the local community legends who fire up the BBQ every weekend, serving up snags in bread to raise much-needed funds for their clubs
Toyota has helped clubs raise over $6 million since 2008 through its Good for Footy program - Over 500 local clubs from every state and territory have benefitted
Telstra supports local AFL footy clubs nationally. Launched in 2024 with an $8 million investment over 4 years, Telstra Footy Grants gives junior and senior AFL clubs the opportunity to apply for funding of up to $20,000 for direct support where they need it most. It also has partnerships with the NRL and NRLW, which champions rugby league from grassroots to the elite game.
Etc.
The top brands powering community sport in Australia are…
RSL
Ray White
McDonald’s
Mortgage Choice
Toyota
Bendigo Bank
Related: The top brands powering community sport in Australia
Why brands sponsor grassroots sport
There are several strategic reasons why companies invest in grassroots sport.
For brands:
Transfer of brand value: Aligning with a major sports team, league or athlete, or a sport that people play and are passionate about can create a transfer of brand equity.
Reputation: Many companies position themselves as community supporters as part of their marketing communications and external affairs to help build and reinforce a positive reputation, and drive brand preference and consideration.
Positioning: Sports sponsorships can help position a brand in a particular way within the minds of consumers e.g. NIB x Newcastle Knights partnership reinforces NIB as a Newcastle centric brand
Direct consumer engagement: Grassroots sport provides direct access to participants, families and volunteers, offering opportunities for product sampling & sales, activations and the delivery of brand messaging.
ESG: Many of Australia’s biggest brands position sports partnerships as “supporting the community” on their websites
Long-term brand advocacy: Engaging participants early can create lifelong brand associations
New grassroots properties are emerging
As the global sports marketplace becomes more fragmented, globalised and competitive, disruption of the traditional sports landscape is taking place.
Related: Sports landscape is shifting
Australian sports are exporting themselves:
The Australian Open is building its global brand
The NRL has global plans
America’s biggest leagues such as the NHL and NFL are planting flags here.
The common theme among the above sports expansion plans? Grassroots engagement and talent development pathways have underpinned their international growth strategies.
A new major new grassroots & talent pathway partnership opportunity is set to emerge in Australia
Stay tuned…
Adelaide Crows - Head of Commercial Growth
Adelaide Crows - Marketing Coordinator
adidas - Manager, Field Key Accounts
adidas - Manager, Store Development - Pacific (12 Month Contract)
Australian Grand Prix Corporation - Commercial Partnerships Manager
Basketball Victoria - Media & Communications Specialist
Bastion - Strategy Manager
Bowls Australia - Commercial & Licensing Executive
Bowls Australia - Commercial Partnerships Manager
Brand Collective - Marketing Coordinator - Champion & Reebok
Brand Collective - Marketing Specialist - Reebok
Brisbane Lions - Media & Communications Coordinator
Brisbane Racing Club - Digital Marketing Manager
Bursty - Account Manager
Collingwood FC - Community Programs and Partnerships Manager
Courtside Melbourne - Social Media Coordinator
Edith Cowan University - Lecturer/Senior Lecturer - Sport Business
Entain Australia & New Zealand - Account Manager
Essendon FC - Functions & Marketing Manager
Essendon FC - Head of Commercial Sales
EssilorLuxottica - Brand Partnerships & Activation Manager
Fanatics - Head of Operations (AUS/NZ)
Foot Locker - Digital Experience/ Lifecycle Lead
Foot Locker - Digital Merchandising/ Ecommerce Coordinator
Foxtel Group - Acting Head of Sports Communications
Fremantle Dockers - Media & PR Coordinator
Gold Coast SUNS - Events Coordinator
Hostplus - Partnerships & Events Specialist
INTERSPORT - Marketing Manager
JD Sports - Paid Media Manager
JD Sports - Senior Affiliates Manager
KOJO - Digital Account Executive
Live Nation - Marketing Associate - Rugby World Cup (Fixed Term)
LSKD - Head of Marketing
Melbourne Park - Client Relationship Manager – Live Events
Melbourne Park - Event Leader - CENTREPIECE
Melbourne Racing Club - Functions and Events Account Manager - Sandown
MKTG Sports + Entertainment Australia - Graphic Designer
Mizuno - Brand Manager
Mizuno - Digital Marketing Specialist
Netball Australia - Senior Content Manager (12-Month Parental Leave Cover)
Netball World Cup Sydney 2027 - Licensing & Retail Manager
Netball NSW - Consumer Business Manager - Maternity Leave Cover
Netball NSW - Social Media and Video Content Producer
Nike - Director of Stores, Pacific
Nike - Lead, Account Marketing Sporting Goods/Sport Specialty Pacific
Nike - Professional, Sportswear/Sport Retail Brand/Experience, Pacific
NSW Office of Sport - Head of Media, Marketing and Strategic Engagement
Octagon - Senior Analyst
Peloton - Sales Manager, Consumer
Perth Bears - Head of Consumer
Pixellot - Regional Commercial Partnerships Manager
PUMA - Area Manager - Multi State
PUMA - Key Account Manager - COBRA
PUMA - Senior Key Account Manager - Strategic Accounts Style
Queensland Touch Football - Marketing & Communications Coordinator
Rip Curl - General Manager, Retail
Supercars - Event Coordinator
Sportsbet - Paid Search & Performance Specialist (SEM) - 12 month FTC
Sportsbet - TikTok Content Director
Sports Direct - eCommerce Specialist
Sports Entertainment Network - AFL Record Supervisor
Sports Entertainment Network - Commercial Manager
Sports Entertainment Network - Commercial Manager - Tasmania
Sports Entertainment Network - Fan Engagement Officer
Sports Entertainment Network - Head of Commercial
Sports Entertainment Network - Incentive Travel & Events Director - Ballpark
Sports Entertainment Network - Strategy & Solutions Manager
Stan. - Sport Marketing Executive
Tabcorp - Communications Executive
Tabcorp - General Manager Commercial - Wagering
Tabcorp - Product Manager
Tabcorp - Video Content Producer
Tasmania FC - Marketing Operations Manager
Tennis Australia - Marketing Coordinator
TGI Sport - Account Executive
TGI Sport - Head of Communications
TGI Sport - PR & Communications Manager
Victoria Racing Club - Corporate Sales Coordinator
Volleyball Victoria - Events and Marketing Coordinator
Western Bulldogs - Events Manager
Western Bulldogs - Senior Consumer Sales Manager
WPP Media - Sports & Entertainment Partnerships Manager
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