Brisbane-based sports consultancy The Front Office Agency (TFOA) has been appointed by Lacrosse Australia to lead the organisation’s commercial strategy and support the development of strategic commercial partnerships as the sport prepares for the global opportunity presented by the 2028 Summer Olympics.
With lacrosse returning to the Olympic program for LA28, the partnership will focus on identifying commercial growth opportunities, strengthening Lacrosse Australia’s commercial positioning and building strategic partnerships that support the sport’s long-term growth nationally and internationally.
The engagement will see TFOA work closely with Lacrosse Australia across commercial strategy development, partnership positioning, sponsorship assets and market engagement as the sport looks to capitalise on the momentum leading into LA28 and beyond.
Jason Greenhalgh, founder and managing director of The Front Office Agency, said the return of lacrosse to the Olympic Games created a significant opportunity for the sport and its commercial partners.
“The inclusion of lacrosse in LA28 represents a major moment for the sport globally and creates a unique commercial opportunity for brands looking to align with a growing international sport with strong momentum,” said Greenhalgh.
“Lacrosse Australia has a clear vision for the future and we are excited to work alongside the organisation to help develop a commercial strategy that not only supports the sport’s growth, but also creates meaningful value for partners and stakeholders.”
CEO of Lacrosse Australia, Anna Carroll, said the partnership with The Front Office Agency comes at an important time for the sport.
“The return of lacrosse to the Olympic Games provides an unprecedented opportunity for our sport in Australia,” said Carroll.
“As we continue to grow participation, performance pathways and awareness of the sport nationally, it is critical that we also strengthen our commercial foundations. The Front Office Agency brings extensive experience across sport, partnerships and strategic growth, and we are looking forward to working together as we build towards LA28.”
The partnership reflects the growing commercial interest in emerging and globally connected sports as organisations increasingly look to align with sports that offer authentic engagement, participation growth and international relevance.
