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Grill'd’d made its first foray into AFL sponsorship, becoming a Major Partner of Melbourne Football Club - the Grill’d logo will feature on the neckline of the men’s jumper and will also feature on the top back of Melbourne’s AFLW jumper Commonwealth Bank named Mary Fowler as its new brand ambassador who is set to collaborate with the bank to promote financial literacy and help drive further growth in women’s sport GWS GIANTS announced a new partnership with ASX-listed property group Mirvac who will take up the sternum position on the GIANTS’ playing jumper The NSW Waratahs secured Resilience Insurance as its latest Platinum Partner for 2 years which will the see the company’s logo feature on the lower back of the jersey The Ville Resort-Casino and Ardo extended its partnership with the North Queensland Toyota Cowboys which will take the long-standing partnership to 25 years Newcastle Jets Football Club announced a multi-year partnership with Eggy (employee experience app) whose logo will feature on the shorts of the Jets’ A-League Men’s team Melbourne Mavericks announced a new partnership with Blue Dinosaur, a brand renowned for its real-food protein and snack bars Mountain Culture Beer Co's Status Quo won the GABS Hottest 100 and Australia's #1 craft beer title for the 3rd year running - Pat Cummins was the brand’s 1st investor and was featured celebrating in a Seven Network news segment ESPN launched its playful ‘Super Bowl Sickie’ campaign in the lead up to Super Bowl LIX, giving fans a chance to earn themselves a trip to New Orleans by submitting their creative ‘Sickie’ certificate online to enter the draw The National Rugby League launched a “Creator Comp” competition challenging fans to create a short video promoting its Las Vegas event to win nearly $25k worth of prizes The AFL - Australian Football League partnered with 72andSunny which has been tasked with developing a new brand campaign to launch the 2025 Toyota AFL Premiership Season HOKA partnered with creative agency Emotive | Creative Agency to transform the North Bondi Surf Life Saving Club into “The Cushion House” to mark the launch of the new HOKA Bondi 9 SA Premier Peter Malinauskas attended The Grange Gold Course to help announce a new “Family Fairway” to LIV Golf Adelaide - the 6th hole will offer a kids’ DJ, other live entertainment, food trucks, mini golf and the RangeGoats GC Petting Zoo IMG-owned and operated channel Sport 24 extended its broadcast agreement with the Aus Open and will continue to deliver live action from the tournament to airlines and cruise ships around the world Netflix stock soared after it recently reported that it had 300m+ global subscribers - the move into live sports (NFL Christmas Day Double Header + Jake Paul–Mike Tyson boxing match) has been attributed to the big jump in performance Want to view more and have this update delivered directly to your inbox? https://lnkd.in/gWdq7aM4

There's been a surge in cricket interest across the Australian summer and Cricket Australia (CA) has effectively leveraged this to promote the CommBank Women's Ashes Series. By the numbers: • Seven Network’s coverage of the Border-Gavaskar Trophy Test Series reached 13.4m and it was reported as Australia’s #1 sport of the summer • 373,691 fans attended Australia vs India at the Melbourne Cricket Ground, surpassing the previous record set in 1937 • The Big Bash reached 11.9m+ people (+21% YoY) This massive level of interest has given CA a solid platform to promote the Women’s Ashes series. Here’s how they’ve done it: 1. At-Match Integration To leverage its mass attendance, CA has taken advantage of breaks in play throughout the summer to promote the series via the big screen and a series of player interviews. Outside the stadium, CA activated a photobooth at Village Green on Day 2 of the Adelaide Test, announced the Ashes Squad in front of a giant pink hot air balloon during the Boxing Day Test and unveiled a London-style double decker bus and giant "Ashes" letters on the concourse at the Sydney Cricket Ground during the men’s test. 2.      Organic Social Media Collaboration posts have been key... Ellyse Perry (2.6m+ Instagram followers) gave fans a sneak peek of the Melbourne experience ahead of the Test at the MCG, and as part of an exciting ticket giveaway activation, hid tickets around the city, creating a buzz on social media. CA also collaborated with G Flip on social media to promote her performance at Ashes After Dark. Simple organic posts have proven to be effective too... Alyssa Healy’s impromptu cricket match on the pitch decal in Melbourne received 624k+ views  https://lnkd.in/gnhhJ2V4 A “Save the date” post received 628k+ views https://lnkd.in/gcavKwKN 3.      Partnerships CA’s broadcast, media and government partners have helped amplify messaging across their own channels. Virtual signage was displayed across TV broadcast, and interviews with players from the Australian women’s team were frequently integrated across TV and radio during the Men’s Test Series The Victorian Government has been a key supporter of the series and has promoted it across their own platforms e.g. Visit Victoria The MCG unveiled a photobooth outside of the National Sports Museum to help with fan engagement https://lnkd.in/g5ARW9bN In addition, CA has partnered with UNICEF Australia and are activating an “Appeal Appeal” campaign, turning every appeal during the CommBank Women's Ashes Test into an appeal for gender equality. More: https://lnkd.in/gdXvP_9A 4.      Online Hub The above tactics help ensure that event messaging is spread far and wide and helps drive engaged fans who want to browse, learn more and/or buy tickets to a Women's Ashes dedicated online hub: https://lnkd.in/gYc9RrAT For more on how CA has built hype for the Women's Ashes series: https://lnkd.in/gQXh3_yb #sportsmarketing

Cricket Australia’s event marketing campaign to promote the CommBank Women’s Ashes series is worth noticing. As Australia’s summer sporting calendar heats up, the competition for attention among sports fans grows fierce. To help drive interest, match day attendance and broadcast viewership for this year’s Women’s Ashes, Cricket Australia (CA) has implemented a creative integrated event marketing campaign.  Here’s an overview of some of the standout stunts and striking visuals that CA has executed to capture earned media coverage and maximise reach via advertising. 1.      Six months to go announcement  To mark six months to go until Australia and England play in the first-ever day-night Test at the Melbourne Cricket Ground, Alyssa Healy and Tahlia McGrath fronted cameras on the stadium concourse in front of a giant, custom-made pink cricket ball, pyro’s and flames. 2.      Giant pink hot air balloon In the lead up to the Men’s Boxing Day Test, CA launched a giant pink cricket ball hot air balloon over the MCG which then served as the backdrop for the Women’s Ashes Test Squad announcement in Yarra Park on day 3. 3.      Double-decker bus  A big red, London-style double-decker bus and English Black Cabs wrapped in Australian and English flags were used to promote the Women's Ashes T20 cricket match at the Sydney Cricket Ground. 4.      Women’s Health cover  Ellyse Perry, Alana King and Phoebe Litchfield appeared on the cover of Women's Health magazine and within in a feature article describing the teams’ humble origins, long-standing dominance and how it was preparing for the upcoming Ashes series. 5.      Interactive billboard  CA partnered with Revolution360 to create an interactive outdoor billboard activation in close proximity to the MCG during the Boxing Day Test that gave fans the opportunity to interact with Australian cricket stars Annabel Sutherland and Georgia Wareham. Fans could also participate in a game to win free cricket hats and discover hidden golden tickets to win exclusive double passes to the MCG Day-Night Test. 6.      Ashes After Dark announcement  CA announced music sensations G Flip, Sampa the Great and KINDER are set to perform at the day-night Ashes Test at the MCG. Streetfighter Media media helped spread the word by driving mobile advertising billboards around town, and printed flyer drops took place across Melbourne suburbs. 7.      Advertising campaign  CA also rolled-out a number of high-production content pieces and creative ad campaigns, including a bespoke campaign – “See the Ashes Ignite”. Last year, it launched its full season “You Need To See It” platform in partnership with Independent creative agency Special Australia that underpinned this activity. In addition to the PR and advertising-themed executions above, Cricket Australia has also leveraged its owned channels and partnerships to achieve its marketing goals... Follow Notice for more. #sportsmarketing

The National Basketball League (NBL) announced that Mitsubishi Motors Australia will continue as a Major Partner until the end of the 2027/28 season Sydney Swans welcomed Luxury watchmaker Bulova as its Official Watch Partner as part of a 2-year deal which extends across AFL and AFLW programs - the team’s pre-season 2km time trial “was brought to you by Bulova” Canberra’s leading property website Allhomes renewed its long standing partnership of the ACT Brumbies for another 2 years Australian cybersecurity company Nueva became a Major Partner of South East Melbourne Phoenix and its logo will feature on the lower back of the playing uniform The Illawarra Hawks Basketball announced Multi Civil and Rail as its Principal Partner for the remainder of the NBL25 regular season, whose logo will be displayed in prime position on the Hawks' playing singlets Netball Queensland & the Queensland Firebirds unveiled leading Queensland sportswear company Tribal Sport as its new Official Apparel Partner The Netball Queensland & the Queensland Firebirds and Budgy Smuggler teamed up to launch a new collection of swimwear Western United Football Club’s Executive Chairman Jason Sourasis, Scott Pendlebury and Jose Mourinho joined forces to launch a new wine product “The Special One” The National Rugby League released details of a jam-packed week of events for Las Vegas 2025, which includes an official launch on Wed 26 Feb and the Las Vegas Fan Fest at the iconic Fremont Street the following day Netball WA & West Coast Fever welcomed commitments from WA Labor for Netball, highlighted by a $20m investment for a new Peel Netball Centre (Netball will also benefit from a number of other projects announced as part of WA Labor’s $186m Sport and Recreation Infrastructure investment in community sport) Nine and Swimming Australia announced a landmark 10-year multi-platform media rights and sponsorship agreement through to 2034 - Nine’s coverage of the Swimming Australia calendar will come to life across streaming, broadcast, publishing and audio Foxtel Group announced the renewal of its broadcast rights deal with the World Surf League, extending the long-standing 17-year partnership through to 2025 which gives Australian audiences access live and on-demand via Foxtel, Kayo Sports and for the first time, BINGE Tennis Australia’s first venture capital fund "AO Ventures" raised almost $50m from major private investors to help fund high-growth technology-led startups that are innovating in the worlds of sport, entertainment, media and health New Balance posted another record-setting year in 2024, with global annual sales reaching $7.8b (+20% YoY) - it’s the 4th consecutive year of 20%+ growth - *More on New Balance’s positive momentum here: https://lnkd.in/gSWUPvUp Want to view more updates and have it delivered directly to your inbox? https://lnkd.in/grRS7xdM #sportsmarketing

A look at the record-breaking sponsorship deals of the Australian Open 2025 👇 The Australian Open (AO) has a large portfolio of blue-chip sponsors and in the lead up to AO25 it was reported that Tennis Australia was set to break new records with 50+ sponsors this year for the tournament, up from 37 in 2024 (+35%). Here's a snapshot of sponsorship activity leading up to the tournament: Major Renewals & New Partnerships: • Emirates renewed its partnership until 2029 in a deal estimated at $35m • M&M’S Australia became the Official Confectionery Partner as part of a multi-year agreement (and launched Australia's 1st pop-up M&M’S store at the tournament) • Piper-Heidsieck extended its partnership until 2027 - Craig Tiley and Thanasi Kokkinakis took part in a table tennis match in front of the media to make the announcement • Grey Goose signed on as the Official Vodka Partner • Haier became the Official TV and Appliance Partner as part of 3-year deal • Marriott Bonvoy extended its partnership with a mutli-year deal as the Official Hotel Partner • Pirelli became the Official Tyre Partner as part of a multi-year deal • Australian beauty retailer MECCA unveiled a large-scale “Summer Club” pop-up activation at AO TOPCOURT • Waterdrop became the Official Hydration Partner and have provided sustainable stainless-steel bottles to players, their teams, and staff as part of a multi-year deal • Red Bull activated its AO partnership in multiple ways worth noticing: https://lnkd.in/gX3SruaJ High-Profile Deals & Activations: • KIA has a 5-year, $107m sponsorship with Kia until 2028 - the biggest sports sponsorship deal in Australian history • Luxury brand Louis Vuitton has created exclusive “Trophy Trunks” for the trophy presentation ceremonies • New Balance has introduced a range of co-branded apparel and a pop-up store at Melbourne Park Why AO Sponsorships are so attractive: Beyond the brand exposure from the massive attendance at Melbourne Park, AO partnerships offer sponsors: • Significant reach through broadcast and digital channels: https://lnkd.in/gvEs7-dH • The perfect platform for sponsors to get the 1m+ fans who attend to experience their products, either through sampling or sales: https://lnkd.in/gZgrcSg6 The Australian Open has previously recorded $500m+ in annual revenue for Tennis Australia and CEO Craig Tiley has recently referred to a 5-year plan to reach $1b+ in revenue - Growing its sponsorship revenue is part of the plan no doubt. While sponsorship costs are typically confidential, Bondi Sands’ founder previously noted: “To open the door, you need $1 million.” Source: https://lnkd.in/gfyaAQDj Despite the high entry cost, leading Australian and global brands see immense value in partnering with the AO, as evidenced by Tennis Australia's expanding sponsorship portfolio. Want more insights like this? Subscribe to the free weekly newsletter: www.noticesports.com.au #sportsmarketing

The reach of the Australian Open is significant, and it's attractive for sponsors. DOMESTIC The Australian Open (AO) has a 5-year $425m media rights deal with Nine until 2029, and the reach of Nine Network’s coverage of the AO is huge. Last year, 94% of Australians were reached across the 15 days of the tournament. Here’s a breakdown: • TV - 12.5M+  • Publishing - 16M+ (WWOS.com.au + social platforms) • Audio - 1.9M weekly (Talk radio and podcasts) This large-scale reach, combined with the premium nature of the AO makes it an attractive platform for brands. In the lead up to AO25 Nine announced a suite of blue-chip broadcast sponsors including:  • Emirates (joined as major partner for 1st time)  • Uber  • Haier • Journey Beyond • L’Oreal • ANZ • Bupa • Chemist Warehouse • Chubb • Domain • Google • Kia • Peters Ice Cream  • Stan Sponsorship ROI has been strong in previous years. Gemba broadcast effectiveness results from 2024 showed:  • +93% consideration from brands associated with the tennis  • +50% brand awareness to broadcasts sponsors Tennis Australia also has an exclusive multi-year outdoor media partnership with oOh!. This deal helps expand the reach of the AO across street, road, rail, office, airport and retail and gives brands the exclusive opportunity to embed their messages within functional AO content, that includes:  • Pre-game fixtures • Score updates • Tournament highlights Qantas Frequent Flyer, ANZ and Subway were announced as principal sponsors of its expanded Out-of-Home coverage ahead AO25. INTERNATIONAL SportBusiness estimated that the AO generated ~$80m in 2023 through its international broadcast rights, and through deals with the likes of Warner Bros. Discovery and ESPN (US). In 2024, the AO had a 46% increase in global hours viewed YoY (across 12 key markets) - China, Australia, USA, Italy, Poland were the top 5 countries by hours viewed. The AO’s digital performance across the tournament in 2024 was also significant: • AO YouTube: 263m+ views  • AO social media: 1.7b impressions, 1.1b views, 58m engagements  • AO website: 22m sessions The global popularity of the AO makes it attractive to major global brands and this is evident by some of the brands that feature most prominently on the broadcast around the court: • The AO has a 5-year, $107m sponsorship with Kia until 2028 • The AO's "Luzhou Laojiao Guojiao 1573" sponsorship is among its most lucrative. Though the brand and product (it's a strong liquor) is unfamiliar to many Australians, it's the world's most consumed spirit, largely due to Chinese consumption. The AO sponsorship targets the Asian market and aims to elevate its premium image. • It’s been estimated that the “Melbourne” sign on the court is worth $1b in advertising value (Craig Tiley admits no sponsor is likely to pay this amount though) Like what you read? Follow Notice for more about AO sponsorship or subscribe to the free weekly newsletter. #sportsmarketing

LIV Golf and Seven Network announced a multi-year broadcast extension which will see the League return live and free in 2025 and beyond Athletics Australia extended its partnership with PUMA Group until 2032 which will see all AA athletes, coaches and staff kitted in PUMA's apparel at all international events on the runway to Brisbane 2032 Tennis Australia/Australian Open signed a new multi-year partnership with Pirelli, and another one with Australian beauty retailer, MECCA Brands who have both built large-scale activation sites at Melbourne Park Brisbane Roar FC welcomed mining company Hellyer Metals as its newest Major Sponsor on a 2-year-deal - it secured the naming rights to the game day technical area bolster signage for both Isuzu UTE A-League Men’s and Ninja A-League Women’s matches HydraLyte extended its partnership with the World Surf League into 2025 and 2026, and will activate across the Australian Championship Tour events at Bells Beach, Snapper Rocks and Margaret River, as well as the Bioglan Bells Beach Longboard Classic The Manly Warringah Sea Eagles announced Aspen Pharmacare Australia as a Senior Partner of the Club which will see heartburn relief brand, Zantac, feature on the front of the NRL playing shorts and back of the NSW Cup playing shorts during the 2025 Season Everything Fleet became a Platinum Partner of the NSW Waratahs ahead of the 2025 season and its branding will feature on the front of the shorts for the NSW Waratahs Men’s team and the back right of the shorts for Women’s team Nike announced its “2025 After Dark Tour”, a women’s race made up of a unique series of nighttime 10km and half marathon running events in 6 major cities: Sydney, Shanghai, Seoul, Mumbai, Los Angeles and Mexico City Reebok signed a deal with Adelaide 36ers star Montrezl Harrell who will wear Reebok footwear exclusively on court throughout the remainder of the 2024/25 NBL season The Sydney Roosters and KD Community announced a new partnership that will see both parties come together to promote inclusivity and diversity in sport during the 2025 season basketball.com.au, Australia's most comprehensive digital destination for basketball was launched - it will provide comprehensive coverage of basketball at every level, from junior competitions to domestic professional leagues and Australians competing overseas Gemba was appointed by Tennis Australia to supply Customer Intelligence services for the Australian Open 2025 The SA Government is partnering with Port Adelaide FC to help transform Alberton Oval with a $35m upgrade which includes new state-of-the-art facilities for the club's AFLW team and a new grandstand to increase the oval’s capacity to AFL match day standard Meta appointed Ultimate Fighting Championship President and CEO, Dana White to its board Want this update delivered directly to your inbox? https://lnkd.in/gsafAMnq #sportsmarketing

New networking events in 2025! 🤝 Notice is planning to help better-connect the Australian sports industry and is gauging interest from those who may like to attend a brand new series of networking events. The idea at the moment is simple – come along and hang out with like-minded sports industry peers, and build your network over an evening of casual drinks in a fun and informal setting. Who should come? The invite is open to those from agencies, rights-holders, brands, media, suppliers, recruitment, government, startups, education, or anyone else that has a passion for the industry and would like to connect. Interested? Let us know 👇 *More details to follow as we gauge interest levels.

New year, new job opportunities 👇 To view more jobs and have this update delivered directly to your inbox: https://lnkd.in/gsafAMnq Bastion Strategic Partnerships Manager  https://lnkd.in/gz4AzQbV AGL Commercial Sponsorship Specialist https://lnkd.in/gnNryKR7 Football Australia Brand Marketing Manager  https://lnkd.in/gz3CNjVR AFL - Australian Football League Senior Manager - Investments https://lnkd.in/gc9aEDab lululemon Sports Marketing Lead (Australia & New Zealand) https://lnkd.in/gY2yDdut Australian Sports Commission Senior Consultant - Sport Strategy and Investment https://lnkd.in/gBrhtVSt Destination NSW Manager, Event Investment - Sport https://lnkd.in/gbUCrXzY GroupM Australia & New Zealand Group Strategy Director - Sport https://lnkd.in/gsDfPJG3 LSKD Head of Community Marketing https://lnkd.in/gzYVDcJq Marriott International Market Director of Sales, Sports & Entertainment (Remote Based) https://lnkd.in/gTUfTBzC Lumen8 Media Client Implementation Coordinator https://lnkd.in/gJr53b9m Peloton Interactive Senior Marketing Manager, Australia - 12 month FTC  https://lnkd.in/gqUFrYrV URBNSURF Public Relations Manager https://lnkd.in/gAvh6SGe Netball Australia Head of Business Development https://lnkd.in/g_m7jUMv Sportsbet Head of Mass Media  https://lnkd.in/gSMpXPfm National Basketball League (NBL) Customer Marketing Executive https://lnkd.in/gGNQ_xzp Essendon Football Club Student Recruitment & Marketing Lead https://lnkd.in/gYDAWphh TGI Sport (Australia) Event Producer  https://lnkd.in/g9kdE--g #sportsmarketing

The Australian Open is one of the most significant events on the Australian sports calendar and a commercial powerhouse... and it’s come from humble beginnings. Last year Tennis Australia announced that the 2024 Australian Open (AO) delivered a record-breaking $533.2m injection into the Victorian economy via a Nielsen Sport report, an eye-watering figure that has significantly grown over the last decade. AO Economic impact previous results:  • AO 2024 - $533.2m • AO 2023 - $375.3m • AO 2022 - $267.3m • AO 2021 - $138m • AO 2020 - $387.7m • AO 2019 - $347.2m • AO 2018 - $293.2m • AO 2016 - $278.1m • AO 2014 - $245.5m • AO 2012 - $239m • AO 2010 - $160m *Over the past 10 years the AO has contributed $3.14b in economic benefits to Victoria. More: https://lnkd.in/guEmn_2p The AO has previously recorded $500+ million in annual revenues for Tennis Australia and CEO Craig Tiley has recently referred to a 5-year plan to reach $1+ billion in revenue. As the tournament and its revenues grow, so does its workforce requirements. More: https://lnkd.in/gs4mHurc Whilst the AO's economic results and impact are clearly positive, there's often-overlooked non-economic benefits of hosting the tournament, so they don't tell the whole story. The Australian Open delivers significant brand value for Melbourne. How? The tournament: 1. Has a captive global audience and beams footage of Melbourne into millions of living rooms across the world with high-frequency, delivering similar outcomes to a traditional tourism advertisement. 2. Reinforces Melbourne's positioning as a world-class city - By being part of an exclusive list of cities that has the privilege of hosting a Grand Slam, Melbourne positions itself as one of the best cities in the world. As a relatively small country, Australia is privileged to host major sports events that far exceed our population and economic rank, and this delivers major reputation benefits that have positive flow-on effects that go far beyond pure-economic ones e.g. political power & diplomacy, trade & migration, community spirit etc. The Australian Open has come from Humble Beginnings... Since it was first played in 1905 it's taken place across multiple cities:  Melbourne - 63 times Sydney - 17 times Adelaide - 14 times Brisbane - 8 times Perth - 3 times New Zealand - 2 times …and at places such as the Sydney Cricket Ground and Adelaide Oval.  Did you know the AO was once played in a Perth Zoo in 1909? These early tournaments were a stark contrast to what the AO has become commercially today. More: https://lnkd.in/gS3espPb Over time, the AO has built a number of strong revenue streams (including non-traditional ones) such as its lucrative 5-year, $107 million sponsorship with Kia until 2028, and its 5-year, $425 million media rights deal with Nine until 2029. In 2024, the AO broke the 2-week attendance record with 1,020,763 fans through the gates. Can the AO go bigger in 2025? #sportsmarketing