Commonwealth Games Australia partners with SPORTFIVE


Commonwealth Games Australia today announced an exclusive multi-year sponsorship representation agreement with world-leading sports marketing agency SPORTFIVE as the Australian Commonwealth Games Team prepares for the Birmingham 2022 Commonwealth Games.

Working alongside Commonwealth Games Australia’s executive team, SPORTFIVE will continue to grow the value of and support for the Australian Commonwealth Games Team commercial partner program, through a broad range of services including sponsorship marketing strategy, sponsorship sales, procurement, brand and media partnerships, outfitting services and host country support services for the team in Birmingham.

Commonwealth Games Australia Chief Executive Officer Craig Phillips believes the relationship with SPORTFIVE is crucial to the team’s success in Birmingham.

“Having worked with the team at SPORTFIVE for over 30 years, this announcement gives Commonwealth Games Australia the opportunity to build on the successful partnerships of the past, in particular the fantastic commercial support received from many sponsors at the Gold Coast 2018 Commonwealth Games,” Phillips said

“Australians love cheering for the green and gold in international competition as we witnessed on the Gold Coast and brands love supporting and benefiting from partnerships with our Australian team. Of course, our Games team in Birmingham requires a range of supporters and partners in key categories, such as our team uniforms, travel and team medical support services.”

“More than this, we have strong ambitions to continue to connect with all Australians through the inspiring performances of our team, just as our athletes of the past have done at every edition of the Commonwealth Games since 1930. And we welcome partnerships with brands who would like to share this opportunity with us,” Phillips added.

SPORTFIVE and Commonwealth Games Australia will work together to deliver fully integrated partnerships for brands that include marketing rights with the Australian Commonwealth Games Team and key assets across retail, community, digital, hospitality and media platforms.

The announcement extends SPORTFIVE’s strategic involvement in developing the value of the Commonwealth Games movement, which includes the world-first Commonwealth Games Federation Partnership model (CGFP) and seeks to identify sustainable and long-term commercial partnerships that will also benefit the delivery of future editions of the Commonwealth Games.

Damien Moston, Managing Director, Australia – New Zealand / Senior Vice President Global Sales, SPORTFIVE commented on how exciting it is to be working with Commonwealth Games Australia again.

“Announcing our partnership with Commonwealth Games Australia is fantastic. We’re very proud to have worked on every Commonwealth Games since 1990 in support of the Australian Commonwealth Games Team,” Moston said.

“This relationship aligns with our agenda to increase value of the Commonwealth Games movement globally including through the world-first Commonwealth Games Federation Partnership model (CGFP) for current and future host cities, supporting stronger Commonwealth Games associations at the local market level and increasing the impact of the Commonwealth Games brand through partnerships.”

“Birmingham 2022 will be an amazing Games befitting a modern Commonwealth. It will be culturally diverse and we will see more women’s medals than men’s medals events at the Games for the first time. New sports including 3×3 basketball for able-bodied and wheelchair players and women’s T20 cricket are compelling additions for Australian athletes and fans. We’re very excited for the future of the Commonwealth Games.”

 Commonwealth Games Australia is planning to send one of its largest teams to compete in an away campaign with an expected team size of 425 athletes across 19 sports.

Australia was represented by 473 athletes on the Gold Coast with the team topping the medal tally with 80 gold, 59 silver and 59 bronze medals.

The Birmingham 2022 Commonwealth Games will take place from 28 July to 8 August.



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