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Richmond Football Club's rising star Sam Lalor struck an unexpected brand partnership with Bonds after suffering an unfortunate wardrobe malfunction moment where “he got caught with his eggplant out” during his AFL debut St Kilda Football Club joined forces with leading online travel insurer 1Cover Travel Insurance for season 2025, which will provide players, staff, and members with exclusive offers Sydney FC secured a new partnership with The Arnott's Group, which will feature on the back of the Sky Blues’ Men’s shorts for the remainder of the Isuzu UTE A-League season Port Adelaide FC announced its co-major partner KFC/Yum! Brands will increase its support of the club in 2025, which will see its logo placed on the lower back of the home & clash jersey, taking the place of the troubled GFG Alliance North Melbourne FC announced Intrepid Travel as Premier Partner for 2025 and its branding will be displayed on the clubs’ AFL and AFLW playing shorts Western Bulldogs secured a new deal with Scratch Pet Foods which (among other things) will see the brand feature in the upcoming ‘Dogs of the West’ content series, which will share stories of AFL & AFLW players and their beloved pooches Collingwood Football Club welcomed Australian-owned timber & hardware company Bowens as a Major Partner, which is supporting both the AFL and AFLW programs Melbourne Storm announced a new partnership with Alinta Energy whose logo will be displayed on the bench for home games - Alinta Energy will also have opportunities to learn about the Storm’s successful leadership culture and how they’ve become a dominant force in a non-traditional NRL market West Coast Eagles also announced a new partnership with leading salary packaging provider Paywise which builds on its existing connections with the club - key defender Jeremy McGovern and former premiership-winning Coach Adam Simpson are both Brand Ambassadors Bank of Queensland and Queensland Rugby Union (Queensland Reds) forged a fresh, 3-year partnership which will see BOQ’s logo featured on the sleeve of the Queensland Reds playing jersey, along with training and warm-up apparel Tasmania Football Club unveiled its new mascot, Rum'un (which translates to Tasmanian slang for “an odd or eccentric person; a scallywag, or someone cheeky”) which has fur made from recycled school uniforms The National Rugby League confirmed that the first rugby league video game since 2017 is set to be released later this year in conjunction with developer Big Ant Studios Brighton & Hove Albion Football Club owner Tony Bloom acquired a 19.1% minority stake in Melbourne Victory Football Club, with the option to increase his ownership over time Western United Football Club announced it will champion a new partnership with the Good Friday Appeal at a special Superhero Round in April Want to view more and have this update delivered directly to your inbox? https://lnkd.in/g_p-T8zG #sportsmarketing

Very clever from GWS GIANTS 👏

Here’s a look back at some of the key F1-themed events that took place around the track in the lead up the Formula 1® Australian Grand Prix 👇   Albert Park achieved another record-breaking attendance of 465,498 spectators over the 4-day weekend, but the F1 atmosphere wasn’t purely experienced at the track. A number of events took place throughout the week to leverage the hype of Victoria's major event.  BRAND-LED EVENTS Airwallex "Shifted Perspectives" To activate its sponsorship of McLaren, Airwallex hosted an event unveiling a custom-designed McLaren Artura supercar designed by renowned First Nations artist, Reko Rennie. Over 200 guests attended, including Oscar Piastri. The car later went on public display at Queensbridge Square. PUMA “Speedcat Invitational” To celebrate PUMA Group’s iconic Speedcat shoes, athletes such as Jordan De Goey, Cameron Munster, and Linden Hall joined other influencers at a Puma-branded event at Melbourne's Indoor Go-Karting Venue, Auscarts  More: https://lnkd.in/gHvcYjKc Ralph Lauren Polo Red Lando Norris was unveiled as the new face of Ralph Lauren’s Polo Red last year, and to help activate his ambassador partnership, he was interviewed by Lauren Phillips at a special Ralph Lauren event at the Stokehouse in St Kilda in front of a suite of high-profile Australian guests. “Jack Daniel's x Cheers to McLaren” Jack Daniel's hosted its Jack Daniel’s x Cheers to McLaren event at the Espy in St Kilda (which Oscar Piastri joined) that featured authentic McLaren memorabilia (driver suits and a replica McLaren F1 car) and Jack Daniel’s signature whiskey cocktails. “Jack’s Rides” gave fans another chance to experience a front-seat ride in a luxury, race-inspired supercar. TEAM-LED EVENTS Teams set up fan zones to engage existing fans and attract new ones. Crown Resorts hosted Red Bull’s fan zone with driver Q&As, a racing simulator, photo opportunities, live DJ, and a massive screen to watch the action. Max Verstappen and Liam Lawson appeared and featured in some social content. The Atlassian Williams Racing Fan Zone was held at the Atrium, Fed Square for a 3rd year which saw thousands of fans attend to get up close to Carlos Sainz, Luke Browning, and James Vowles. More: https://lnkd.in/g9xvXjp8 OWNED EVENTS Melbourne Park hosted its first free, 5-day F1 Melbourne Fan Festival packed with music & entertainment, Drivers’ Q&A and autographs, merchandise, food & drink, pickleball, gaming, photo moments and tattoos More: https://lnkd.in/gJNj7v3G Glamour on the Grid Crown Resorts became the Glamour on the Grid Naming Rights sponsor in 2025 and hosted a number of attendees pre-event who showcased themselves getting ready. American Express expanded its presence as the Naming Rights Partner of "The American Express Lounge” which host the highly anticipated event, bringing together A-listers and industry leaders. #sportsmarketing

Cross-code collaborations took Formula 1 beyond the track in the lead-up to the F1 Louis Vuitton Australian Grand Prix 2025.   Athletes, teams and sports often partner with one another in the form of a meet and great, jersey-swap or some other PR-themed exercise to create a value exchange, and achieve a common goal. The media activity this generates helps generate hype, expand audience reach, and create shareable moments that drive new, and deeper fan engagement. Cross-code collaboration benefits: 1. Fan base expansion: Provides an opportunity for sports to introduce one set of fans to another 2. PR: Generates earned media coverage, providing a platform to deliver key messages e.g. buy tickets to the upcoming event. Here’s a look at some of last week’s cross-code promotion activity worth noticing: • Port Adelaide FC hosted and interviewed Guenther Steiner at its HQ • Jack Doohan and Pierre Gasly from the BWT Alpine F1 Team had a meet and greet with Carlton Football Club players at Ikon Park • Williams Racing F1 Driver, Alex Albon paid a visited to the Sydney Swans Brands were key in bringing codes together: • Scuderia Ferrari HP Formula 1 driver Charles Leclerc received an iconic welcome at the PUMA Group Pit-Stop (roof of the Melbourne Cricket Ground) and had a kick on the turf with Harry McKay and Dion Prestia • adidas brought together Mercedes’ Valtteri Bottas and Melbourne Storm’s Ryan Ryan Papenhuyzen for a race on an F1 simulator • Red Bull’s Max Verstappen and the Penrith Panthers teamed for an online jersey exchange Link: https://lnkd.in/gfERDK2k • TCL partnered with former AFL/current National Football League (NFL) player Patrick Murtagh to activate its F1 partnership around the track • Oscar Piastri credited Australian cricket captain Pat Cummins on his social media for his batting skills as he hit balls into the crowd This cross-code strategy has become a blueprint for major Australian sports events. LIV Golf Adelaide previously collaborated with local AFL teams via player appearances and half time activations, and the National Rugby League has collaborated with sports such as the UFC, WWE, NASCAR, Vegas Golden Knights, LA Rams etc as part of its Las Vegas venture. More: https://lnkd.in/gJME8d5d #sportsmarketing

Western Bulldogs welcomed Pirate Life Brewing as its Official Beer Partner which will provide members with exclusive offers at Pirate Life’s South Melbourne venue - fans will also be able to enjoy Pirate Life beers, on game days at Whitten Oval and Marvel Stadium IKON Services Australia renewed its contract with Carlton Football Club for an additional 3 years, taking its “IKON Park" venue Naming Rights until at least the end of 2027 The Sporting Globe signed on as the Melbourne Football Club Official Sports Bar Venue Partner for another season, extending its partnership with the club to 9 years NSW Rugby League Ltd announced a new partnership with Hyundai Motor Company Australia which will see the Hyundai logo feature on the shorts of the Westpac NSW Blues and Westpac NSW Blues Women Red Bull became the Official Energy Drink Partner & Supplier of the Canterbury-Bankstown Bulldogs until at least the end of the 2026 season Reosteel became the Sydney Roosters’ newest Platinum Partner and its logo will feature prominently on the lower back for at least the next 3 years Ray White Queensland inked a landmark 2-year partnership with Netball Queensland & the Queensland Firebirds Haymes Paint extended its partnership with Wests Tigers for 2 more seasons and its logo will feature on the front of the club’s NRL, NRLW, NSW Cup and Jersey Flegg Cup trainers tees, as well as on the front of NRLW playing and training shorts Newcastle Knights extended its long-standing partnership with Brydens Lawyers for the 2025 season, marking 10 seasons of collaboration National Pickleball League signed a deal with Asia’s leading new-age airline, VietJet Air which became its Official Airline Partner for 2025 Central Coast Mariners Football Club extended its back-of-shirt partnership with Australasia’s largest general insurance broker network, Steadfast Group Limited for the 2024/25 season The National Basketball Association (NBA) and National Basketball League (NBL), in collaboration with Visit Victoria, announced that the New Orleans Pelicans will play 2 x preseason games against Melbourne United Basketball Club and South East Melbourne Phoenix Ice Cube’s BIG3 announced that it will host its 1st-ever international BIG3 Showcase in Australia in November 2025 as part of a groundbreaking new partnership with the National Basketball League (NBL) and GameAbove The AFL - Australian Football League announced a 3-year rights extension with radio partners SEN, Southern Cross Austereo, Nine Radio, FIVEaa, K rock, and ABC Special Broadcasting Service (SBS) Australia secured free-to-air broadcast rights to Major League Soccer matches for the 2025 season Cricket Australia announced a partnership with international sports marketing specialists Two Circles to amplify its commercial approach Want to view more and have this update delivered directly to your inbox? https://lnkd.in/geJ4cn4X #sportsmarketing

ASICS Oceania Sports Marketing Executive - Partnerships https://lnkd.in/gjzZqPqe THE ICONIC Head of Sports  https://lnkd.in/gKqHtXZy AFL - Australian Football League Fan Hub Communications Lead  https://lnkd.in/gvEGWkXm Chery Australia Sponsorship and Events Manager https://lnkd.in/gh6QhGYp Nine Account Executive - Sports  https://lnkd.in/gkT55SnX lululemon Senior Manager, Area Community (Talents/Events/Sports Marketing)  https://lnkd.in/gwJ8rtU5 A-Leagues Commercial Operations Executive https://lnkd.in/gtEFd5aY Sports Entertainment Network Brand & Design Manager https://lnkd.in/gdVymPBx WNBL Licensing, Brand & Community Manager https://lnkd.in/gu4vuhvE Football Australia General Manager - Media and Communications  https://lnkd.in/g7NxQgbj adidas Senior Specialist, Social & Influencer Marketing  https://lnkd.in/g2EY7wmx PUMA Group Commercial Marketing Manager  https://lnkd.in/gj5CgnSM Deakin University Lecturer, Sport Management  https://lnkd.in/gtg_CM4k Sportsbet Digital Media Specialist - 12 month FTC https://lnkd.in/gsrSerEY Australian Sports Commission Content Producer https://lnkd.in/gp7Y_BPY Melbourne Park Corporate Communications Lead  https://lnkd.in/gqYBNsUr Vicsport Manager - Strategic Projects https://lnkd.in/ghSHjbBT Amer Sports Senior Marketing Manager https://lnkd.in/gfZ2shGY Queensland Rugby League Consumer Business Manager https://lnkd.in/gKzTz5xV Want to view more jobs and have this update delivered directly to your inbox? https://lnkd.in/geJ4cn4X #sportsjobs

Formula 1 fever has hit Melbourne, and the F1 experience is extending well beyond the track via advertising, pop-up brand activations and fan zones. The Formula 1 Louis Vuitton Australian Grand Prix is a key pillar in Victorian Government’s Major Events landscape. In 2024, the Australian Grand Prix Corporation (AGPC) annual report showed that: • 452,055 fans attended over 4 days (record-breaking year) • 95% of non-residents visited Melbourne solely for the race Here's some of the tactics used to build hype, a sense of festivity and extend the F1 experience beyond the track:    1. Advertising In October last year, the AGPC unveiled its new "Expect Nothing Less" positioning via BULLFROG. Campaign activity was activated and outdoor advertising has been placed around the city in the lead up to the event. Some recent activity worth noticing:  • Giant billboards greet tourists arriving at Melbourne Airport • A giant mural was recently painted in the heart of City of Melbourne in Caledonian Lane (Oscar Piastri recently paid a visit) • Tram takeovers have been a key feature (last year 412,000 patrons moved to or from the Grand Prix via Yarra Trams) *In 2024, the AGPC spent close to $1.5m on creative and advertising. 2. Pop-up activations Inside the adidas Emporium store, a number of F1 features have been installed including a replica of the Mercedes-AMG PETRONAS F1 W16 E Performance, reaction challenge, racing simulators, and fans can win prizes, and pick up the latest adidas x Mercedes-AMG Petronas Formula One team range. An F1 McLaren was bumped-in to the Culture Kings Russel St, Melbourne store, alongside fanfare. Eastland Shopping Centre recently hosted an activation that included the Formula 1 Show Car and an activity zone. A massive “South Melbourne Porsche & Coffee” exhibition allowed Porsche Cars Australia owners and enthusiasts to get up close to an amazing fleet of Porsche cars, grab a coffee, and explore South Melbourne's vibrant precinct. 3. Fan zones The new, free 5-day F1 Melbourne Fan Festival 2025 is being held at Melbourne Park and is packed with fan activities including Virtual Driver Selfies, F1 Blast Lane, an iconic F1 show car, and a dedicated game zone.  Crown Resorts is “the Preferred Entertainment Venue” and is hosting a number of key activations: • The 2025 Motorsports FanZone on Crown Riverwalk features high-calibre entertainment, stunning car displays, racing simulators, and a wide range of merchandise • The Crown Riverwalk is also hosting the Red Bull Fan Zone with driver Q&As, a racing simulator, photo opportunities, live DJ, and a massive screen to watch the action • Other notable activation include roving entertainment (Crown PitCrew and flash mob dancers) and the Crown Pit Stop VR experience The Atlassian Williams Racing Fan Zone presented by Kraken is live at the Atrtium, Federation Square. Have you seen any other F1-themed activity worth noticing? #sportsmarketing

Thank you to everyone who joined us at our very first Happy Hour sports industry networking event! In partnership with MEE Agency, we were blown away by the incredible turnout of 150+ sports industry professionals and we couldn’t have asked for a better crowd. Thanks to our amazing event partners 🙏 This event wouldn’t have been possible without our incredible event partners who took a chance on us and helped bring it to life: Peak Install - who very generously supplied our event signage. The team is amazing to work with, and we’d highly encourage you to use them for your upcoming signage requirements. Creative Friend Studio - The creative force behind our event branding. Prince Sports & Entertainment – Huge thanks to Britt Prince and Georgia Sheehan for helping us spread the word and welcome guests on the day. Asahi Beverages - Because great conversations deserve great drinks. Cheers to Asahi Super Dry for keeping the good vibes flowing! What’s Next? We’re already planning future networking events so stay tuned for future announcements. We hope you had as much fun as we did and we can’t wait to do it all again! #sportsmarketing #sportsbusiness

Brands are getting active in the lead up to the Formula 1 Australian Grand Prix. There have been some exciting brand partnership announcements and activations among global partners, event partners, teams and drivers. Here's some worth noticing: LVMH LVMH signed a new 10-year global partnership with Formula 1 (reportedly worth US$150m per season) which will see Louis Vuitton, Moët Hennessy and TAG Heuer active across the season. • Louis Vuitton became Title Partner of the "Formula 1 Louis Vuitton Australian Grand Prix" and has created custom Trophy Trunks to showcase the awards for the top 3 drivers • TAG Heuer has replaced Rolex as the official timepiece American Express Amex is expanding its presence as the Naming Rights Partner of "The American Express Lounge” which will host the highly anticipated Glamour on the Grid launch party, bringing together A-listers and industry leaders. MECCA Brands “MECCA MAX” is returning for a 2nd year, providing complimentary makeup applications, photo moments, product offerings and space to lounge for tired feet. Pernod Ricard (St Hugo) Daniel Ricciardo featured in a new campaign (via Emotive | Creative Agency) to launch Enchanté Rosé, his latest collaboration with St Hugo Wines, and transformed Dan Murphy's South Melbourne into ‘Dan Murphé Quad Lock The Quad Lock OP Zone is returning to Albert Park - the ultimate destination for Oscar Piastri enthusiasts featuring special Q&A sessions, access to official merchandise, and an exciting giveaway competition. Crown Resorts Crown is the Naming Right to the “Crown Lakeside Festival” featuring Fatboy Slim, The Living End, Spiderbait, Tones and I, Baker Boy and Anna Lunoe. Red Bull The Crown Riverwalk is also hosting the Red Bull Fan Zone with driver Q&As, a racing simulator, photo opportunities, live DJ, and a massive screen to watch the action. TCL AUS.NZ TCL is set to launch a “Race to Greatness” activation (via Twenty3 Sport + Entertainment) and is offering fans the chance to win 1 of 3 Double Passes to the track. Porsche Cars Australia A massive “South Melbourne Porsche & Coffee” exhibition allowed Porsche owners and enthusiasts to get up close to an amazing fleet of Porsche cars, grab a coffee, and explore South Melbourne's vibrant precinct. Atlassian Australian software giant Atlassian became the Official Title Partner and Official Technology Partner of “Atlassian Williams Racing” as part of a long-term deal that was described as “the largest deal in the team’s 48-year history”. Airtasker Sydney-based Airtasker signed on as a partner of the Visa Cash App RB F1 Team (VCARB) for the 2025 F1 season, and are aiming to bring attention to the often-overlooked contributions of VCARB's pit crews and engineers. Grill'd Grill’d announced a new collaboration with Oscar Piastri, launching the limited edition "Oscar Piastri Burger". Culture Kings An F1 McLaren was bumped-in to its Russel St, Melbourne store. #sportsmarketing

North Melbourne FC officially launched the 2025 Good Friday SuperClash and welcomed leading global toy and family entertainment company Mattel Asia Pacific (Brand portfolio: Barbie, Hot Wheels, Uno) as the presenting partner Kia Australia Pty Ltd renewed its major partnership with the Brisbane Broncos until 2029 and its logo will remain on the front of the NRL and NRLW on-field jerseys The British & Irish Lions and Rugby Australia announced Unilever’s male care deodorant Dove Men+Care as a partner for this year’s series in Australia which is launching a bespoke range of British & Irish Lions and Wallabies branded products Women’s fashion label Forcast Official partnered with the NSW Waratahs Women and will supply their formal wear needs for the next 2 years Melbourne Storm extended its major partnership with RedZed for a further 3 years, whose logo will remain in prime position on the front of the jersey until the end of the 2028 season Sydney Swans announced a 2-year deal with diversified marketing company IVE Group which will support the Swans’ printing needs, local area marketing, and content creation TCL AUS.NZ is set to launch a “Race to Greatness” activation (via Twenty3 Sport + Entertainment) at the Formula 1 Louis Vuitton Australian Grand Prix 2025 Western Sydney Wanderers FC entered a new partnership with the NSW Service for Treatment and Rehabilitation of Torture and Trauma Survivors to provide refugee and asylum seeker women and girls with an opportunity to participate in a weekly football program (Made possible through the Australian Government’s $136m investment in sporting grants) Southern Cross Austereo extended its partnership with the North Queensland Toyota Cowboys for a further 3 years Cronulla Sharks’ Nicho Hynes and Kayal Iro met with pop star Katy Perry (384m followers on social media) and presented her with a signed Sharks jersey - she “Reps the Sharks now” The AFL - Australian Football League announced that Sneaky Sound System and Hermitude will headline AFL Gather Round Entertainment as Pepsi Collective tickets went on sale New Balance and Kic launched “The Morning Runway” a free morning run club every day between March 2-5, up against the backdrop of the Melbourne Fashion Festival Gold Coast Titans announced a unique collaboration with global music sensation Cody Simpson who will provide the soundtrack for the club’s 2025 season Both the Ultimate Fighting Championship and WWE will return to Perth later this year as part of a blockbuster new 4-event deal between the WA Government and TKO that will run until the end of 2026 Netball Australia announced that the 2025 Suncorp Super Netball Grand Final will be held at Melbourne’s Rod Laver Arena in August To view more and have this updated directly to your inbox: https://lnkd.in/gwYiBxKz #sportsmarketing