At W Sports and Media, we aim to:
  • connect our talent to partners that allows them to achieve their career aspirations
  • become a trusted partner to leading brand and media platforms
  • become a hub of world class intellectual property to provide solutions to challenges being faced by sporting institutions – small and large
  • develop our own commercial ecosystem that can serve – and grow – our community of connections


Partnerships forms a key strategic pillar at W Sports and Media.

Building a trusting network of commercial businesses and sporting institutions for whom we can unlock value through our IP and through our connection to talent. Our focus is on building the strength between, and organic growth of, our network.

Below are some examples of the partnerships we have helped deliver.


When you say the name Eddie Betts, many things come to mind – the AFL’s best small forward, a fantastic Indigenous role model and family man. Wouldn’t you love to have complete access to him and follow his journey for a year?

Along came Amazon Prime’s ‘Making Their Mark’ docu-series, released on the eve of the 2021 AFL season. The series offers unprecedented access to players, coaches and executives across six teams in what was a year like no other.

Eddie lets fans in on his journey back to the club that initially kick-started his AFL journey, his injury woes, his love for his family and his ongoing activism towards stamping out racism in Australia.


Australia’s top ranked tennis player Alex de Minaur partnered with one of the country’s most iconic brands by becoming one of the new Weet-Bix ambassadors.

The perfect alignment for his own personal brand, Alex does five Weet-Bix with milk and honey for breakfast, which helps keep him fuelled for the most gruelling matches on the ATP tour.


Celeste Mucci is making her mark in the world of athletics! Celeste put in a strong showing at the 2018 Commonwealth Games, narrowly missing out on a medal.

New Balance saw Celeste’s potential and partnered with her in 2020 to help support her career and build her brand. Celeste is part of Team Elite at New Balance where she trains and races in sponsored kit and has access to a global support system.


One in two girls drop out of sport from age 15* and Cadbury Australia with the support of an ambassador from four of the major leagues -AFLW, NRLW, Cricket Australia and Matildas – want to help change that.

Tayla Vlaeminck is a current member of the Australian Women’s Cricket team and knows all too well that women have been underrepresented in professional leagues.

So Cadbury, with the help of Tayla, and the other ambassadors are wanting more girls to get in the game and stay in the game.

“For me, taking confidence and self-belief onto the field stems from my behaviour off the field… in the gym, with rehab and in the nets to ensure I am giving myself the best opportunity to perform.”

Brands we've worked with

Are you interested in working with, or partnering with our talent?

Damir Kulas
Talent and Partnerships Coordinator
+61 437 004 339

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