SportsPlus has officially rebranded as Send It! Social Club, unveiling a new identity designed to capture the market for competitive socialising and redefine the way Australians connect.
The rebrand reflects a deliberate shift in strategy, moving beyond traditional sports simulators to position Send It! Social Club as a tech-powered social club that blends play, hospitality and experience-driven entertainment. The launch aligns with a global movement reshaping nightlife and leisure, where consumers are increasingly seeking out unique social experiences over the standard dinner-and-drinks model.
“This rebrand marks a major step in repositioning our business for growth,” said Jacques Bergh, chief commercial officer of Send It! Social Club. “We recognised that our audience had broadened well beyond sports fans. Today’s urban professionals, corporates and social groups are seeking interactive, memorable experiences, and Send It! Social Club delivers exactly that. By investing in our brand identity and product, we’re positioning ourselves at the forefront of competitive socialising in Australia.”
Developed in collaboration with creative agency Studio 3AM, the new brand identity captures the playful, high-energy and inclusive spirit of Send It! Social Club. The design system spans everything from the crest-style logo and vibrant colour palette to a bold tone of voice built around joyful, playfully bold and inclusive communication.
Currently operating within Canterbury Leagues Club and The Doylo, Send It! Social Club offers a line-up of immersive experiences, including multi-sport batting cages, Trackman-powered golf bays, augmented reality darts and pro-grade racing rigs. Each experience is designed for small groups, with pricing starting at $22 per adult for three games and $34 per adult for six games, with upgrades available. This makes it accessible while maintaining a premium positioning.
The rebrand also signals a strong commercial growth strategy, with expansion plans across Greater Sydney and beyond.
“Competitive socialising is no longer niche, it’s becoming a key pillar of hospitality,” added Jacques. “From London to New York, we’ve seen experiential venues gain traction, and Australia is catching up fast. Send It! Social Club is our answer to that demand, offering an alternative to pubs, restaurants and traditional event spaces.”
The Send It! Social Club launch campaign spans digital, social and PR, supported by influencer engagement and brand partnerships designed to build awareness across both consumer and corporate markets.
