Adelaide United agree to three-year deal with Asahi Beverages

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Asahi Beverages
Image credit: Adelaide United

Adelaide United has commenced its collaboration with Asahi Lifestyle Beverages in a three-year deal to make Gatorade the Club’s Official Hydration and Beverage Partner.

This association with one of the world’s most prominent sports drink brands will see Gatorade be on the side of the A-League Men’s and A-League Women’s teams on match day as well as the match preparations and recovery.

Asahi Beverages is one of the frontrunners in beverage companies in both Australia and New Zealand with a rich and diverse history. They market quality alcohol and non-alcoholic drinks which boasts a strong profile of recognised household products and innovative up to the minute products.

Asahi Beverages, a member of Asahi Group Holdings – one of Japan’s leading companies in drink refreshments – prioritises the environmental sustainability of their products, responsibly marketing and developing the items, and also the contributions they make to the communities and health, safety and the growth of the employees.

Adelaide United Commercial Director Adam Thomson said via press release:

“Gatorade is one of the most trusted hydration brands in world sport for elite professional athletes, aiding in performance preparation and recovery for more than 55 years. Their products will ensure our Men’s and Women’s teams are performing at their optimum with confidence throughout the next three seasons and we are proud to welcome Gatorade to the Adelaide United family.”

Asahi Lifestyle Beverages’ State New Business Manager of SA/NT Paul Davis added via press release:

“The success Adelaide United has had as an organisation both on and off the field in recent seasons has been fantastic, we’re looking forward to helping drive Adelaide United’s teams even further forward this season and in the seasons to come.”

To find out more information about Asahi Beverages, click here.

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IMG takes commercial lead on inaugural FIFA ASEAN Cup

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Image Credit: Vietnam Football Federation

IMG has been appointed to lead the global commercialisation of the inaugural FIFA ASEAN Cup, giving the new Southeast Asian national-team competition an established international sports business partner ahead of its first edition.

Under the strategic partnership, IMG will manage worldwide media and sponsorship rights sales while also overseeing broadcast production for the tournament, which takes place from 24 September to 5 October across Indonesia and Hong Kong, China.

The inaugural competition will feature 14 national teams, including all 11 ASEAN members alongside guest nations, with matches split between two divisions. Division 2 fixtures will be played in Jakarta and Badung, while Division 2 matches will be played in Hong Kong.

The agency’s role will include selling sponsorship and media inventory internationally while helping establish the broadcast infrastructure required to present the tournament to audiences outside Southeast Asia.

The partnership builds on IMG’s existing strategic relationship with PT Garuda Sepak Bola Indonesia, which has been working with the Football Association of Indonesia since 2025 on areas including commercial strategy, media rights, production and digital development.

For FIFA, the tournament creates another international football property in a region with a large and increasingly connected football audience.

For IMG, it adds another major regional property to a football portfolio that already includes competitions and organisations across Europe, the Americas, Asia and Africa.

The immediate challenge will be turning the inaugural tournament into a sustainable commercial property capable of attracting broadcasters and sponsors beyond its first edition.

If successful, the FIFA ASEAN Cup could provide Southeast Asian national teams with a recurring commercial platform while giving IMG another foothold in one of football’s developing markets.

GIS Sydney continues to connect students with Australia’s sports industry

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Image Credits: Global Institute of Sport

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

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