This week has been a massive week in the AFL, let alone the sporting landscape. From the Hawthorn Hawks being removed from Tasmania by the AFL, to Scott Pendlebury breaking the record for the most capped AFL/VFL player in the games history, pundits have had a lot to talk about this week.
Come Saturday 4:35PM (AEST) Collingwood’s midfielder will run onto the AFL field for the 433rd time, breaking North Melbourne’s Brent Harvey’s record. To mark the monumental occasion, Pendlebury will run out with a gold coloured number 10 on his back.
To mark the occasion Fox Sports is rolling out a suite of special coverage, headlined by the launch of an exclusive dedicated camera stream, Pendles Cam.
The dedicated Pendles Cam feed will be locked entirely on Pendlebury from the moment he steps foot on the hallowed turf of the MCG before the opening ball-up, right through to when he leaves the ground after becoming the most decorated player in the history of the game.
“At Fox Footy and Kayo SPORTS, we are fans first, so we know a night like this is truly special. We want every Australian footy fan watching to feel like they are right there in the thick of it with Scott and part of this moment. Pendles Cam is our answer to doing that. It’s the kind of coverage Fox Footy is proud to provide the fans of the game,” said Steve Crawley, managing director of Fox Sports on Pendles Cam.
In his 21 seasons for the Pies, the 38-year-old has won two flags, 13 years apart, made another two other grand finals and 10 preliminaries. He has been an integral part of what has quite a successful era for Collingwood.
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In other AFL news, the Hawks has been forced to exit Tasmania following the end of the 2027.
Hawthorn Hawks x Tasmanian
Following the decision that the Hawthorn Football Club will not be allowed to take home matches to Tasmania after the 2027 AFL season, the Melbourne-based club is now on the hunt for a new front-of-guernsey sponsor.
Coinciding with the entry of the Tasmania Devils into the AFL, the Hawks will no longer take games to the state from 2028. This is something the club has done every season since 2001.
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As first reported by The Australian, Hawthorn earns roughly $5 million per season through the sponsorship arrangement, which includes playing four games annually in Launceston. As part of the agreement, Brand Tasmania — the strategic branding body for the state — has featured on the front of the club’s guernsey. That partnership will now come to an end, leaving Hawthorn searching for a new major sponsor.
The move follows lobbying from the Tasmania Devils for Hawthorn’s exit from the state, with the AFL Commission ultimately siding with the incoming expansion club.
AFL chief operating officer Tom Harley said in a statement that it was “appropriate” for the Hawks to make way for the incoming Devils.
“Hawthorn and Tasmania have shared a long and successful partnership over many years, one that has delivered significant benefits for the state, the club, the AFL and, most importantly, Hawthorn fans across Tasmania, particularly in Launceston,” he said.
“The AFL acknowledges and thanks the Hawthorn Football Club for its outstanding contribution to footy in Tasmania, and for the role it has played in growing the game and building connection with the Tasmanian and Launceston communities.
“With the Tasmania Devils entering the AFL competition in 2028, it is appropriate that the Devils become the primary focus for football in the state, giving Tasmanians their own team to support on the national stage.”
However, Hawthorn are less than impressed with the decision.
“Hawthorn Football Club is extremely disappointed in the AFL’s decision to force an end to our relationship with Launceston and Northern Tasmania post 2027,” a club statement on the website read.
“The club put forward a strong argument that it should continue to play games in Launceston into the future.
“Over the past 25 years, Hawthorn has made a significant contribution to the strong foundations of AFL football in Tasmania, with an undeniable benefit to the Launceston and Tasmanian economy, strong attendance at AFL games and a loyal following of Tasmanian members.
“Our removal will have a material impact on the club, both on and off the field.
“We are extremely grateful to our Tasmanian members and the business community of Northern Tasmania, who have been incredible over the last 25 years, and have actively voiced its support to keep Hawthorn in Tasmania.
“While the club’s focus to this point has been on continuing its presence in Tasmania, the aim will now be to return these games to Melbourne, whilst celebrating the incredible relationship we share with our Tasmanian members and fans across the next 18 months.”
The Hawks will treat 2027 as a farewell tour and a way to thank the loyal fans that the team has gained over the past 25 years.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
In other sporting news, World Rugby has unveiled the global ‘Go All Out’ brand campaign for the 2027 Rugby World Cup via Akcelo, Revo Fitness has inked a new three-year deal with the Adelaide 36ers and Afterpay has taken over as naming rights sponsor at Qudos Bank Arena for the next five years.
World Rugby x Akcelo
World Rugby has unveiled the global ‘Go All Out’ brand campaign for Men’s Rugby World Cup 2027, bringing unmistakable Aussie energy to the biggest tournament in the sport’s history. The campaign has been created by brand experience and innovation company Akcelo and follows World Rugby’s appointment of Akcelo as the campaign creative agency, after a highly competitive international creative pitch.
The first major expression of ‘Go All Out’ is a blockbuster 60-second film, designed to spark excitement for the tournament’s arrival down under. Directed by Photoplay’s Scott Otto Anderrson, ‘The Convoy’ follows a fleet of fan-built vehicles travelling across the Australian outback in pursuit of rugby’s most coveted prize: the Webb Ellis Cup.
Infused with Aussie humour, fans are treated to a cinematic showdown featuring a mechanical Wallaby, a giant Springbok truck, a soaring Welsh Dragon and much more.
The film also sees legendary rivals Jonny Wilkinson and George Gregan reunited and ready to relive their iconic Men’s Rugby World Cup 2003 Final clash on Australian soil. Rugby fans will also spot cameos from some of the superstars who could set the tournament alight in 2027, including Wallabies’ stars Joseph Suaalii, Max Jorgensen and Rob Valetini.
Created by Akcelo in Sydney, the campaign’s production spanned continents — from Australian model making and production, to post production in South Africa, and a music score recorded by the Prague Philharmonic Orchestra.
Delivered across key markets, including the UK, Australia, South Africa, France, New Zealand, Italy and Japan, the campaign lives across broadcast, digital and social channels, inviting rugby fans and newcomers alike to join the convoy for a seismic moment down under.
“Akcelo impressed us with their strategic vision, creative ambition and deep understanding of what Men’s Rugby World Cup 2027 represents. RWC 2027 is set to deliver epic entertainment and blockbuster matches that will captivate new fans and leave a lasting legacy for the game. We’re thrilled to have benefited from Akcelo’s expertise in helping bring this vision to life on the world stage,” said Paul Lemon, director of marketing and ticketing, World Rugby.
“To work with World Rugby on such a landmark event is an incredible honour. Men’s Rugby World Cup 2027 is more than a tournament, it’s an opportunity to inspire, unite and evolve the game for the better. ‘Go All Out’ is about pure rugby spirit, seen through an Aussie lens. It’s cinematic, funny and unashamedly bold – a celebration of every nation coming together for something bigger than sport,” commented Aden Hepburn, CEO, Akcelo.
“Bringing this campaign to life has been a true joy and an absolute privilege – and we’re holding nothing back! From its ridiculously epic scale, to the incredible score, the cameos, the Easter Eggs… It’s a true cinematic spectacle and a love letter to both Australia and to rugby fandom,” added Oskar Westerdal, creative partner, Akcelo.
The Men’s Rugby World Cup 2027 will take place in Australia from 1 October to 13 November 2027, in what promises to be a nationwide celebration of the sport and its values.
Adelaide 36ers x Revo Fitness
Revo Fitness has inked a new three-year deal with the Adelaide 36ers, elevating its existing agreement to become a major partner of the NBL team until 2029.
Putting the brand at the heart of the basketball club, the Revo Fitness logo will now feature prominently on the front of the 36ers’ playing jerseys, after previously featuring on the playing shorts.
Further strengthening its commitment to the community, the partnership was officially unveiled at the opening of Revo’s new Munno Para gym – its 15th South Australian location, and one of 11 new gyms being launched in the state this year.
“South Australia has been such a strong market since we launched here in 2022, and that’s a big reason why elevating our partnership with the 36ers was a natural decision,” said Revo Fitness founder and managing director Andrew Holder.
“We’re both organisations that are serious about performing well for the state and serious about providing a great experience for the people of South Australia. We’re invested in this partnership and proud to play a part in the 36ers journey.”
Adelaide 36ers CEO Nic Barbato said the club was thrilled to further strengthen the partnership with Revo Fitness.
“Extending and elevating our partnership with Revo Fitness is a significant milestone for the Adelaide 36ers,” added Barbato.
“To see Revo step into the role of front-of-jersey partner reflects the strength of our relationship and a shared ambition to grow together. Both organisations are deeply committed to their members, their communities, and promoting healthier, more active lifestyles.
“Revo has experienced remarkable national growth in recent years, and we’re proud to align with a brand that is redefining accessibility and innovation within the fitness industry.”
Founded in Western Australia, Revo continues to expand its national footprint while staying true to its core values of affordability, simplicity, and community connection.
Quodos Bank Arena x Afterpay
Afterpay has taken over Qudos Bank Arena as naming rights partnership transforming the venue into the Afterpay Arena.
The partnership, set to officially launch in the coming months with an initial five-year deal, will see the iconic Sydney Olympic Park venue become the first major entertainment destination in Australia to offer complete payment flexibility across the entire customer experience – from initial ticket purchase through to meal and merchandise transactions inside the venue.
New research commissioned by Afterpay reveals that access remains the defining challenge for Australia’s live entertainment industry: 94 per cent of cost-affected event-goers have missed events due to upfront payment barriers. The opportunity is clear – 58 per cent of consumers say they would be more likely to attend with flexible payment options available, and 74 per cent would spend more at venues that offer payment choice.
The partnership leverages Block’s complete payment ecosystem, bringing together Afterpay’s flexible payment solution for ticket purchases and Square’s integrated payments and POS platform across in-venue transactions. Fans can split ticket purchases across four interest-free instalments, while Square powers faster food, beverage, and merchandise transactions throughout the venue – minimising time away from the live experience and keeping fans where they came to be.
“Live experiences are one of the more meaningful ways people choose to spend their time. We wanted to be the brand that makes sure nothing gets in the way of that,” said Nick Molnar, co-founder and CEO of Afterpay.
“What we’ve built here is genuinely end-to-end – the flexibility starts when you buy your ticket and carries through to fans’ meal and a piece of merch on the night. Square’s technology makes every transaction as fast as possible, because every second you’re standing in line for merch is a second you’re not in the moment you came for.”
Since opening with Luciano Pavarotti in 1999, the Arena has become a landmark venue for live entertainment in Sydney, hosting the world’s leading artists from Billie Eilish to Rüfüs Du Sol to TWICE, major sporting events, comedy, family entertainment and cultural experiences. The arena’s 15 millionth ticket was sold during Linkin Park’s Tour 2026 World Tour, adding to the recognition by Billboard magazine as a Top Five Live Music Venue globally in 2025.
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“We are obsessed with enhancing the guest experience at every interaction, and we know Afterpay’s popularity with Australian audiences means they now have another option to secure tickets,” said Harvey Lister, president and chief executive, Legends Global (Asia Pacific and Middle East).
“More than 1.1 million people walk through this Arena’s doors every year, and this partnership represents a significant evolution in how Australians access live entertainment. Afterpay’s five-year commitment is a genuine investment in Australian culture and in every single one of those fans.”
The physical transformation of the venue – including new external signage, interior refreshes, and fully integrated Afterpay and Square touchpoints throughout – is currently underway, with further milestones to be announced in the coming months. During this period, the venue will continue to be known as Qudos Bank Arena and will host its full calendar of world-class entertainment throughout the transition.
