Seven West Media and Southern Cross Austereo (SCA) have secured their first major partnership since merging, after being appointed the official media partners for the 2027 World Police and Fire Games (WPFG).
The appointment follows a successful joint bid submitted through The Brand Agency and will see the combined media business deliver an integrated campaign spanning television, radio, digital and publishing. The companies said the partnership represents the first fully integrated commercial media solution of its kind in Western Australia.
The World Police and Fire Games, one of the world’s largest multisport events, will take place in Perth from 12 to 21 March 2027. Around 8,500 law enforcement and emergency services personnel from more than 70 countries are expected to compete across more than 60 sports.
The event is also tipped to deliver a significant tourism boost to Western Australia, with more than 20,000 visitors expected to travel to the state during the Games.
Seven West Media chief sales officer Brent Stewart said the partnership highlighted the capabilities of the newly combined business.
“The World Police and Fire Games is a remarkable event that celebrates the courage and dedication of the men and women who serve our communities every day,” Stewart said.
“We’re proud to leverage the full strength of our newly merged ecosystem to tell that story, and to showcase Perth and Western Australia to a global audience.
“This partnership is a powerful demonstration of what Seven West Media and SCA can achieve together.”
SCA head of agency sales Perth Emma Fry said the agreement showcased the benefits of the merged media group.
“This is exactly the kind of opportunity our combined business was built for,” Fry said.
“We have unrivalled reach across Western Australia and we’re excited to put that to work for an event that means so much to first responders and their communities.
“The 2027 World Police and Fire Games deserves a media partner with the scale and passion to match it, and we’re proud to be that partner.”
The partnership will see Seven West Media and SCA use their combined television, audio, digital and publishing assets to promote the Games and connect audiences across Western Australia in the lead-up to the international event.
