Why The Wiggles are increasingly showing up in sports
With professional sport facing an increasingly competitive battle for the attention among young audiences, a number of sports are looking to partner one of Australia’s most powerful family brands
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Melbourne City FC announced a new multi-year partnership with GAC Australia which will see the GAC logo feature prominently across the playing shorts of Melbourne City’s A-League Men’s and Women’s teams
Sydney FC signed a new partnership with VÖOST (Procter & Gamble), a new partnership with leading digital gifting and payments platform Prezzee and renewed its current partnership with Australian telecommunications provider More Telecom for the A-Leagues 2026-27 season - all three brands featured on the Sydney FC playing kit for the international club friendly against Tottenham Hotspur
Cricket Australia announced that BKT Tyres will continue as naming rights partner of the Golden Cap awards in the Big Bash after signing a 3-year contract extension
Brisbane Heat and Plantation Homes extended their partnership for 2 more years - The renewed deal will see Plantation Homes show its support across a range of activations including playing apparel, match day signage, premium hospitality experiences and community initiatives
Venues NSW and Heinz signed a 5-year partnership which will see Heinz become the official condiments partner of Accor Stadium, CommBank Stadium, McDonald Jones Stadium, and the WIN Stadium and WIN Entertainment Centre precinct
Essendon FC and MOVA strengthened their partnership ahead of the 2026 AFLW season, with the global smart home brand becoming Co-Major Partner of the Club’s AFLW program
Port Adelaide secured a landmark partnership with New Era which will support both the club’s AFL and AFLW programs - the deal represents New Era’s largest club-level investment in the AFL
Perth Bears unveiled Corporate Traveller as the club’s inaugural Foundation Coaches Partner - In addition to their previously announced role as a Co-Major Partner of the Bears in Business corporate network, Corporate Traveller will now extend their commercial footprint to align directly with Perth Bears Head Coach Mal Meninga and his elite performance staff
Brisbane Bullets welcomed Victor Sports as a Medical Supply Partner for the Hungry Jack’s NBL27
Brisbane Roar secured new partnerships with Audio-Technica and Nook Saunas, and renewed its partnership with Event Cinemas
Adelaide Lightning inked new deals with Bulman Advisory and Hotel Alba Adelaide for the upcoming WNBL season
Classic Sportswear announced a new partnership with Lebanon Rugby League which will see the iconic Australian company design and manufacture Lebanon’s official playing kit and training apparel for the upcoming 2026 World Cup
Boost Mobile AUSX Supercross Championship presented by Monster Energy announced Australian premium drinkware brand Fridgy as a Major Partner for the 2026 championship
Padel Australia unveiled the inaugural ‘Padel Invitational presented by UBS’ - a weekend where some of the world’s best padel players, celebrities, fans and Australia’s leading club competitors (including Pat Rafter) will come together at the Sydney Opera House for a weekend of sport, culture and lifestyle
Afterpay unveiled the first interior renders of the transformation underway at Afterpay Arena (formerly named Qudos bank Arena) - The transformation spans two redesigned bar and hospitality spaces, a complete foyer uplift, and a venue-wide wayfinding system
ASICS SportStyle announced it’s hosting a 5-day pop-up in Melbourne from August 5-9 - the space will host a rotating lineup of experiences spanning art, fashion, coffee, food and mindful movement, alongside exclusive product drops and hands-on workshops
Brisbane 2032 organisers marked 6 years to go until the Olympic Games with the unveiling of the OMEGA Countdown Clock in the heart of Brisbane, alongside a series of community celebrations and activities across Queensland
Sports Direct opened its 3rd Australian store at Westfield Miranda (NSW) as part of a nationwide expansion plan under local licensee Accent Group
Collingwood FC stars Nick Daicos and Isaac Quaynor launched YouTube channels
Dan Does Footy’s ‘The Ultimate Footy Watchalong’ series (in partnership with AFL, 7plus and Kayo SPORTS) attracted 250K+ live viewers and generated 10M+ social video views
SBS quietly extended its contract with FIFA to broadcast the 2030 Men’s World Cup (via AFR)
Seattle Seahawks announced the ‘Seahawks House’ is coming to Melbourne in September for the NFL season kickoff
FIFA reportedly recorded $15 billion in revenue from this year’s World Cup - up from ~$7.6 billion from the last World Cup cycle and following initial projections of $11bn in earnings - it also unveiled controversial plans to set up a new $20b commercial venture called ‘FIFA Forward Enterprise’ to sell the commercial rights to its tournaments (including the World Cup) to private investors
Why The Wiggles are increasingly showing up in sports
For more than three decades, The Wiggles have entertained generations of children, evolving from a children’s music group into one of Australia’s most recognisable and enduring entertainment brands.
Today, their influence extends far beyond children’s entertainment. Through a content ecosystem spanning TV, streaming, YouTube, social media, live touring, publishing and consumer products, The Wiggles have built one of Australia’s most powerful family brands, reaching millions of children and parents both locally and around the world.
The scale of that reach is reflected in the numbers:
Australia’s #1 local artist on Spotify across all genres for the past three consecutive years
10M+ YouTube subscribers
6B+ YouTube views
4B+ global music streams
30M+ albums & DVDs sold
8M+ books sold
100+ album releases
With professional sport facing an increasingly competitive battle for attention among young audiences, it’s little surprise that an increasing number of sports are looking to partner with The Wiggles to help engage the next generation of fans.
Their trusted reputation among parents provides sporting organisations with a family-friendly partner capable of introducing children to a sport in an engaging, non-commercial way.
Participation is the foundation of every sporting ecosystem. Every major sporting code is competing for children’s attention against gaming, streaming and social media. The Wiggles have unparalleled awareness among preschoolers, making them an effective partner for introducing children to a sport.
The Wiggles align naturally with junior participation programs such as:
NAB AFL Auskick
Coles MiniRoos
Coles Little Athletics Australia
Coles Healthy Kicks (AFL)
Hot Shots Tennis
Woolworths NetSetGo
Ford Aussie Hoops
Hookin2Hockey
etc.
Related: Why brands invest in sports from grassroots to the elite level
Here are some of the ways that The Wiggles have partnered with sports…
The Wiggles joined the NRL and the Rabbitohs to help celebrate Jai Arrow’s 31st Birthday
As part of ‘Stand With Jai’, a month-long fundraising campaign supporting Jai Arrow's fight against motor neurone disease, the NRL and the Rabbitohs hosted the World's Biggest Birthday Party earlier this month.
With a guest list that included Prime Minister Anthony Albanese, Peter V’landys, and outgoing NRL CEO Andrew Abdo, The Wiggles led the rendition of Happy Birthday dedicated to Arrow at Accor Staduim.
The Tree of Wisdom helped launch the AFL Kids Footy Month
Last month, the AFL launched ‘Kids Footy Month’ thanks to Coles, which celebrated family-friendly match day experiences across Rounds 16–19.
As part of the media launch, a group of 30 kids gathered at Marvel Stadium, alongside AFL players, to get the first taste test of what to expect across games throughout Kids Footy Month (activities included a petting zoo, face painting, club mascots, a marching band, stilt walkers and more). The Tree of Wisdom made a notable appearance.
A crossover moment with the Los Angeles Rams at the MCG
Earlier this year, The Wiggles and the Los Angeles Rams teamed up for a viral promotional crossover event at the MCG to celebrate the upcoming historic NFL regular-season game in Melbourne.
Lachy and John joined Prince Harry and the Western Bulldogs at Mission Whitten Oval for a Movember mental health event
The pair performed some of its biggest hits, while Prince Harry showed off some of his own dance skills with an impromptu performance of their hit "Do the Propeller".
Teaming up with the Harlem Globetrotters for a remix
In 2024, the Wiggles released a remix of their song ‘Bouncing Balls’ in collaboration with the Harlem Globetrotters - it’s been viewed 30 million times on YouTube.
The Wiggles have collaborated with both Australia's men's and women's national football teams
They sang the national anthem before a clash between the CommBank Matildas and the U.S. Women’s National Team in 2021.
After seeing Andrew Redmayne’s now famous Wiggle dance during the penalty shoot-out against Peru, in the FIFA World Cup 2022 intercontinental play-off, The Wiggles invited the man affectionately known as the “Grey Wiggle” to perform with them in some videos for their YouTube channel.
In 2014, the group created the song “Go the Socceroos” - it’s been viewed 2.9 million times on their YouTube channel.
They’ve shown up many times on match day
Highlights:
Performed live pre-game and at half time on numerous occasions and taken part in competitions
Involved in countless jumper presentations with the likes of Western Sydney Wanderers, Dolphins, Brisbane Lions and Canterbury-Bankstown Bulldogs
Opened the bowling at the Big Bash League for the likes of the Brisbane Heat and Sydney Thunder
Individually, they’re passionate sports fans
Beyond their roles as The Wiggles, several members have strong personal connections to sport.
For example, Red Wiggle Simon Pryce is a passionate supporter of the Sydney Swans and Parramatta Eels. Earlier this year, he was named an ambassador for the Parramatta Eels Foundation, further strengthening his ties to the club.
He also joined the Sydney Swans’ launch of its ‘One Club’ partnership with Nike at Coogee Beach at the beginning of the year, attending alongside his wife.
Whether it’s supporting their favourite teams, taking on ambassador roles or appearing at major sporting launches, The Wiggles have shown they’re more than happy to wear their colours.
As multiple sports compete harder than ever for the attention of young audiences, partnerships with trusted family brands are becoming increasingly valuable
Few organisations have the reach, credibility and cultural relevance with preschoolers and parents that The Wiggles do.
Whether it’s driving participation, creating memorable fan experiences or generating viral moments, The Wiggles have become much more than just celebrity guests, they’re a strategic partner helping sports build their next generation of fans.
adidas - Senior Director, Brand
Amer Sports - Creative Content Manager
Amer Sports - Graphic Designer & Production Coordinator
Amer Sports - Marketing Co-ordinator
Amer Sports - Marketing Operations Manager
Amer Sports - PR & Social Media Specialist
Amer Sports - Retail Marketing Specialist
Amer Sports - Sports & Community Marketing Manager
Athletics NSW - Digital Content Producer
Boxing Australia - Interim Chief Executive Officer
Brand Collective - Key Account Manager - Lifestyle
Carlton FC - Corporate Sales Associate
Cricket Australia - Event Coordinator
Cronulla Sharks - Partnerships Executive
Easygo - Sponsorships Lead
Entain Australia & New Zealand - Marketing Operations Manager
ESPN - Marketing Manager
Future Golf - Content Creator
Football Australia - Head Of Marketing
Geelong Cats - AFLW Content Lead
Gemba - Strategist
Golf Australia - Head of Evolve - Emerging Formats
Guzman y Gomez Mexican Kitchen - Senior Partnerships & Sponsorships Manager
Greyhound Racing NSW - Marketing Manager
Illawarra Hawks - Events & Commercial Lead
JD Sports Australia & New Zealand - Senior Digital Trade Manager
lululemon - Events Manager
LSKD - Athlete Team Coordinator
LSKD - Public Relations Coordinator
MAAP - Marketing Coordinator
Melbourne Cricket Ground - Tourism Products and Experiences Manager
Melbourne Racing Club - Account Manager
Moonee Valley Racing Club - Event Sales Coordinator
Netball Australia - Head of Media Rights & Broadcast
Netball NSW - Media & Communications Specialist - NSW Swifts
New Balance - Regional Manager, Performance & Sports Marketing, APAC & MEAI
Nike - Senior Brand Specialist, Nike Football & Team Sports, Pacific
Octagon - Project Executive (Fixed Term Contract)
Parramatta Eels - Partnership Sales Manager
Perth Bears - Creative & Content Manager
Penrith Panthers - Marketing & CRM Executive
Publicis Sport & Entertainment - Media Partnerships Director (Sports & Entertainment)
PUMA - Head of Retail - Oceania
Racing.com - Producer / Director
Racing.com - Social Media Producer
Richmond FC - Digital Producer (Community)
Rifle - Account Manager
Rugby World Cup - Commercial Operations Manager
SailGP - Marketing Manager, APAC
SE Products - Customer Experience Lead
Sole Motive - Social Media & Content Manager
Sportsbet - Social Content Production Manager (Traffic Coordination)
Sports Entertainment Network - Commercial Manager
Sports Entertainment Network - Community Development Manager
Sports Entertainment Network - Consumer Communications Coordinator
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
SportsWest - Project Officer
STH Group - Event Delivery & Account Coordinator
STH Group - Senior Account Manager
Sunshine Coast Lightning - Marketing & Brand Specialist
Sydney FC - Sky Blue Pathways - Marketing Coordinator
Sydney Roosters - Commercial Partnerships Executive
Tabcorp - Customer Engagement Ambassador
Tennis Australia - Head of Partnerships Sales, Growth Projects
TGI Sport - Account Manager - Professional Sporting Clubs
Under Armour - Assistant Manager, Brand Marketing
Under Armour - Assistant Manager, Trade Marketing
Viva Leisure - Head of Performance Marketing
Western Bulldogs - Philanthropy and Fundraising Administrator
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