Gawk Outdoor will assume exclusive sales representation of all Sports & Outdoor billboard inventory across Regional NSW from May 2026.
The move brings 120 Sports & Outdoor static billboards into the Gawk sales portfolio, in addition to the 52 Sports & Outdoor static sites already managed by Gawk for direct clients.
Combined with an existing joint venture between the two businesses to develop and operate 19 digital billboards across Regional NSW, the partnership now represents the most comprehensive regional outdoor network in New South Wales.
Gawk’s ambition in Regional NSW has never been a secret. In March 2026, B&T reported on Gawk’s statewide digital rollout; 17 large format digital sites live across Regional NSW by end of March, double the digital inventory of any other outdoor provider in the region.
No other operator had moved this fast, this deliberately, or with this much intent. That was just the beginning.
The Gawk and Sports & Outdoor JV is on track to reach 50 digital panels across Regional NSW within three years. And now, with the addition of Sports & Outdoor’s 172 static faces, the picture is complete.
According to MOVE data, this network reaches over 59 per cent the population of Regional NSW each four-weeks.
For agencies that have been treating regional NSW as an afterthought that conversation just became a lot harder to avoid.
Sports & Outdoor is not a new name to those who know regional out-of-home. Founded by Ray Balcomb in 1993, the business grew to become the dominant outdoor player in Regional NSW before the portfolio was acquired by oOh! Media in 2008.
Almost 15 years later, Ray relaunched Sports & Outdoor in 2022, alongside his son Hugh Balcomb, with a mission to build a leading billboard network in Regional NSW. Doug Balcomb later joined the family-owned business, helping accelerate its next phase of growth.
In less than four years, the business has grown to over 170 static faces across Regional NSW, with further expansion underway.
“Sports & Outdoor have already grown quickly, and have considerable further growth ambitions,” said Ray Balcomb, founder of Sports & Outdoor.
“Expanding this partnership with Gawk will only fast track that growth. We thank Alliance Outdoor Media Group for their sales representation as we have grown our business. This move to Gawk was natural given our existing joint venture with them.”
For advertisers and agencies, the consolidation removes what has historically been a fragmented buying process for regional NSW inventory.
From May 2026, Gawk is the only place to buy Sports & Outdoor billboards in Regional NSW, static and digital, alongside Gawk’s own network across Regional Victoria and South Australia.
“This is hugely exciting for our business,” said Luke Course, founder of Gawk Outdoor. “We can now give advertisers and agencies access to Regional NSW, VIC and SA in one place at a level that has simply been
unavailable in the market until now.
“Ray Balcomb is the most accomplished person in the history of regional NSW outdoor. To properly join forces with Sports & Outdoor was very attractive to our business.”
Gawk’s network reaches 59.6 per cent of all people across its markets. In Regional Victoria that climbs to 94.3 per cent reach.
For Gawk and Sports & Outdoor, this announcement marks the next chapter in a partnership built on shared ambition, complimentary strengths and a belief in the future of Regional Australia.
