Swimming Australia strengthens commercial arm with SPORTFIVE partnership

SPORTFIVE will provide a comprehensive suite of services and secure lucrative brand and media partnerships to enhance Swimming Australia's commercial landscape.

Swimming Australia, the Australian governing body for competitive swimming, has signed a multi-year exclusive deal with SPORTFIVE, a leading global sports agency.

This strategic partnership signifies a significant boost for the Aussie swimming governing body’s commercial program, aiming to elevate its financial standing and propel the sport’s growth across all levels.

The international sports marketing agency will provide a comprehensive suite of services, including developing innovative commercial programs, crafting targeted sponsorship strategies, and securing lucrative brand and media partnerships. This collaboration will enhance the organization’s commercial landscape, generating revenue streams that can be reinvested in athlete development, community programs, and other initiatives crucial for Australian swimming’s long-term success.

Rob Woodhouse, Chief Executive Officer, Swimming Australia, said, “I am very excited by the appointment of SPORTFIVE, the world class commercial sports expertise they bring and their unique experience in commercialising aquatic sports globally.

“Australians love swimming, it’s our number one Olympic and Paralympic sport, and the number one participation sport across the country. We have a great opportunity for Australian and global brands to connect with and support Australians in their passion for swimming.

“Our Australian Swimming Trials are a great illustration of the amazing athletes in the sport and the engagement we have across the nation. We look forward to working closely with SPORTFIVE to harness the potential of swimming to connect leading brands and future media partners with swimmers across Australia and around the world.”

Damien Moston, Managing Director, Australia – New Zealand / Senior Vice President Global Sales, SPORTFIVE commented on how exciting it is to be working with Swimming Australia again. “SPORTFIVE has a long and proud history working in aquatics in Australia and around the world. We are very excited to be working with Swimming Australia at this important time for the sport.

“Our swimmers have a proud history of success in the pool and moving forward, we will work lockstep with Swimming Australia todevelop impactful brand and media partnerships that promote the wonderful ambassadors of the sport and the community health benefits of swimming. We want Swimming Australia to be a great success in and out of the pool.”

This partnership aligns perfectly with Swimming Australia’s strategic goals of fostering the sport’s growth from the grassroots level all the way up to the elite national teams. The revenue generated through the sports rights holder’s expertise is expected to be reinvested directly into the sport, supporting athlete development, community programs, and other initiatives that will solidify Australian swimming’s continued success on the world stage.

SPORTFIVE brings a wealth of experience to the table. With a global network of over 1,200 experts and established relationships across 15 countries, the agency offers a comprehensive toolkit of creative and strategic solutions for athletes and brands. The global sports marketing leader’s experience spans a diverse range of sports, including football, golf, esports, and motorsport, providing the agency with a well-rounded understanding of the ever-evolving sports landscape. This diverse background, coupled with its recent collaboration with the legendary Jurgen Klopp showcases the sports marketing firm’s ability to navigate the global sports market with finesse.

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