Netball World Cup
sydney 2027
Upfront Sports Partners were appointed by Netball Australia (NA) to establish the foundation for its Netball World Cup delivery and commercial model, ahead of the Local Organising Committee being appointed.
Utilising our expertise in major event planning and delivery, USP undertook a thorough review of the NWC project and from this, established a project plan across key functional areas and workstreams for the foundation planning phase of delivery. Developing a Governance framework and model across NA, World Netball and the LOC we created efficiencies and clearly defined roles and responsibilities and a budget and workforce plan which delivered profit for reinvestment across the global game and reviewing the delivery model for the Tournament.
USP also undertook a deep dive into the NWC schedule and operating model, engaging with a range of stakeholders through surveys and interviews and undertaking an analytical review of past commercial and high performance results. Re-imagining the design and structure of NWC to create a more meaningful schedule of games via a 'Cup' and 'Plate' model, will in turn provide greater jeopardy on the court and interest, marketability and saleability for the fixtures. These changes position NWC to deliver a fan first schedule that generates interest and excitement from day one, sells record breaking numbers of tickets and enables the tournament to be played in one venue drastically reducing operating costs and improving the overall player and fan experience.
Government Relations
Major Events
Central Advisory
Fan-Centric Innovation
Project Management
IHG HOTELS AND RESORTS PARTNERSHIP ACTIVATION
In 2025 Australia hosted a record breaking British and Irish Lions Rugby tour with an estimated 40,000 fans travelling down under. IHG Hotels and Resorts were the official Accommodation Partner of the tour and engaged USP to bring their partnership to life.
Our mission was to create a truly bespoke fan experience for IHG guests across their hotels, at the Lions Den and in the Wallabies Paddock, and to deliver the IHG experience and service level to the heart of the action. We developed a match-day concierge offering at the Lions Den, providing a sanctuary for travelling fans, complete with thoughtfully curated amenities kits, cozy blankets, and a convenient buggy service to the stadium.
We also designed and built an exclusive bar for IHG One Rewards members, within the Wallabies Paddock. This provided a premium space for existing members and those that joined on the day to enjoy the pre match festivities in style, reinforcing the value of their loyalty. IHG hosted a group of senior clients in a private suite and we created a bespoke fit out that matched the IHG brand. Our focus was on detail, bringing in IHG’s signature hotel scent diffusers, branded furnishings, native florals, curated gifts and former player appearances.
Away from match venues, we helped develop hotel toolkits and built eye catching installations to bring the partnership to life in key properties. We also continued the match day concierge theme into hotels with touch screen info points offering guests helpful information about everything from the playing squads to travel routes and game day information.
Partnership Activation
Major Events
Fan-Centric Innovation
Project Management
Supplier Management
the good the bad and the rugby - live show
Upfront Sports Partners were engaged by GBR to drive commercial sales across Australia and New Zealand for their flagship UK podcast and their Southern Hemisphere spin off GBRANZ. We delivered a high profile partnership which saw multiple content integrations within the show, event appearances and significant value add for the partner through talent and show social media.
The GBR Team travelled to Australia for the 2025 British and Irish Lions Tour as a media partner. Upfront Sports Partners delivered a sell out live show for GBR in Sydney, prior to the final test. In addition to securing a venue partner and talent sponsorship, USP promoted and event managed the show which was recorded for a podcast edit.
Live events
Partnership Activation
Venue Management
Ticket Sales
Retail Marketing
