14 Oct 2026 05:18am
Brisbane 2032 is targeting an estimated $1.7 billion in domestic commercial revenue as it prepares to sell six-year sponsorship agreements in a market where many brands have yet to begin planning for the games.
The organising committee will offer rights from 1 January 2027 through to the end of 2032, giving sponsors more time to activate their investments than was available in previous Olympic Games commercial programmes.
SPORTFIVE Executive Vice President APAC, Damien Moston told Sponsorship News that the longer sales period creates opportunities for brands to secure assets, spread investment over several years and develop marketing programs well before the games.
However, the extended period also presents challenges because corporate planning cycles vary considerably.
Moston said some brands are already assessing Brisbane 2032 while others have yet to start.
Commonwealth Bank became Brisbane 2032's first domestic founding partner in April, securing a six-year agreement covering the Olympic and Paralympic Games and Australia's Olympic & Paralympic Teams.
The deal also gives the bank an opportunity to promote its association during the Los Angeles 2028 Games and the 2030 Winter Olympics through the Australian Olympic and Paralympic Teams’ campaigns at each of those Games.
Moston added that the benefits of early commitments extend beyond the additional marketing time.
“The most important thing is that you get far better planning time, knowledge gains & governance and preparation for what you're actually going to do.”
Early sponsors can also negotiate their preferred mix of commercial rights before the organising committee allocates assets to other partners.
Moston said companies delaying their decisions risk finding that some of the most valuable assets are no longer available.
The longer agreements also allow sponsors to distribute their investment over several financial years rather than concentrating expenditure closer to the event.
Brisbane's commercial target comes as Los Angeles 2028 demonstrates the scale of sponsorship investment now available to Olympic organisers.
Moston estimated LA had secured approximately US$2.1 billion in commercial commitments towards a target of US$2.5 to US$2.6 billion.
The American organisers have also introduced new commercial assets, including venue naming rights which were previously unavailable under Olympic sponsorship rules.
Comcast and Honda became the first secure those rights in 2025, with the IOC approving a program covering selected permanent and temporary competition venues.
Moston said the changes demonstrate the IOC's increasing willingness to open up new commercial opportunities for organising committees.
However, Moston said it remains unclear whether Brisbane will be permitted to introduce similar arrangements.
Decisions about venue naming rights and other new sponsorship assets will rest with the IOC and Brisbane 2032.
He expects the IOC to assess initiatives introduced at LA before determining which could be adopted or expanded for Brisbane.
Other potential sponsorship properties include the Olympic torch relay, volunteer programs and activities associated with the games and the Australian Olympic and Paralympic teams.
Brisbane could also consider initiatives from Paris 2024 & Milano Cortina 2026, as well as LA 2028 as its commercial offering develops, according to Moston.
SPORTFIVE, which prior to the Brisbane 32 cycle managed the Australian Olympic Committee's commercial program, is not responsible for selling Brisbane 2032 sponsorships.
The agency is assisting sponsors with activation programs for LA 2028, covering customer acquisition, employee and community engagement, stakeholder relationships and hospitality.
Moston said the size of Olympic sponsorship investments makes early activation planning particularly important.
The agency's work with the Olympic movement extends back 40 years.
Beyond the organising committee's sponsorship sales, Moston believes Brisbane 2032 will have a halo effect & attract additional investment for individual Olympic & Paralympic sports.
Moston identified the Asia-Pacific region as another opportunity, with Brisbane's time zone highly attractive for providing potential benefits for multinational brands operating across neighbouring markets, who see Australia as a major market in region. However, the commercial model limits activation to the host market.
With six years remaining, he said Brisbane 2032 is making progress, but the commercial program will continue to develop as the IOC reviews new approaches and the Organising Committee introduces further assets.
For Australian brands, the immediate decision is whether to commit early and secure sponsorships or wait until more of Brisbane's commercial program is known.