From the PFL-MVP merger to TikTok's first-ever combat sports broadcast, UFC's biggest PPVs yet, and a possible Fury vs. Joshua superfight, combat sports is booming right now. Here's why brands should be paying attention.
I spent Sunday in Melbourne watching Australia beat Turkey, and the city felt like it had been rewired for football. The pub I was in was drenched in green and gold, TAB had a major presence, and 9 News dropped in to capture the atmosphere, not to manufacture a story, but because the energy was already there. Across Fed Square and AAMI Park, the scenes went viral: flares, flags, limbs everywhere. With a favourable timezone finally giving the Socceroos a prime Sunday afternoon slot, Australia behaved exactly like a football nation. And when the World Cup hits at the right time, the cultural impact is as powerful here as anywhere in the world.
F42 Consulting has spent the last year building a genuine track record in African football partnerships — from a Duelbits campaign that delivered a 3.36x ROI on digital PR, to working with three major African football personalities ahead of a World Cup that promises to be the continent's most exciting yet.
Melbourne is a city defined by sport — but attending three live events in one week, across two codes, revealed a stark contrast in atmosphere, commercial investment, and opportunity. From near-empty stands at AAMI Park to 84,712 fans at the MCG, here's what it taught me about where the smart sponsorship money should be going.
The Australian Open once again delivered a world‑class fan experience, blending elite tennis with Melbourne’s trademark hospitality and culture. I spent a day on site watching players like Paula Badosa, Marin Čilić, Madison Keys, Stefanos Tsitsipas and the home‑favourite doubles pairing of Nick Kyrgios and Thanasi Kokkinakis, and the atmosphere was exceptional. But while the event shines as a festival of tennis, the brand landscape tells a different story. With signage, activations and touchpoints at every turn, only a handful of sponsors truly cut through. This piece explores what the AO gets right, where brands get lost in the noise, and what smart partnership strategy looks like in an environment this crowded.
Learning web development from scratch has been one of the most surprising parts of my year so far. From unexpected security scares on day one to figuring out site speed, structure and analytics on the fly, building For Foot Sake has taught me more in a few weeks than I expected to learn in months. This is what the journey has looked like so far, mistakes, lessons, small wins and all.
The Boxing Day Test delivered pure theatre on the field, but off it, the two‑day finish created a wildly uneven sponsorship landscape. Some brands, like Bet365 and Woolworths, thrived in the chaos with perfectly aligned activations, while others saw their exposure windows evaporate almost overnight. From title sponsors to sleeve partners, and from community‑driven initiatives to high‑stakes broadcast buys, this was a masterclass in how unpredictable match lengths can reshape the value of cricket sponsorship.
F42 Consulting sees AFCON as more than a tournament. It’s a stage where Africa’s evolving sponsorship story unfolds. From humble beginnings to the behemoth it is today, each era has left its mark, and now crypto‑focused brands, from trading platforms to iGaming sites, are poised to lead the next wave. With Sub‑Saharan Africa recording a 52% surge in crypto adoption, the future of partnerships will be defined by authenticity, innovation and cultural resonance. F42 Consulting’s role is to help brands not just participate in this movement, but shape it with clarity and impact.
From Crown’s hospitality leadership to Liquorland’s bold visibility, TAB’s fan‑first Clubhouse, Adidas’ instantly recognisable stripes and Rolex’s timeless clocks, Royal Melbourne showed how premium brands elevate a tournament beyond the competition. Each activation delivered impact on‑course, on‑screen and in the fan experience, proof that smart partnerships hit the mark.
AFCON 2025 is more than a tournament, it’s a global stage for ambassador partnerships. From Didier Drogba’s historic campaigns to Salomon Kalou’s recent deal with Duelbits, football icons continue to amplify brand stories and connect with fans worldwide. F42 Consulting has proven expertise in sourcing and managing these partnerships, ensuring authenticity and impact. If your brand is ready to elevate its ambassador strategy, now is the time to act.