Sports and media agency Sportfive has announced a new partnership with the Swimming Australia governing body to sell its commercial rights.

Sportfive becomes the exclusive commercial rights representative of Swimming Australia, negotiating new partnerships and selling its slate of rights.

The five-year deal will cover the 2024 and 2028 editions of the Olympic and Paralympic Games, and the next four editions of the biennial World Aquatics Championships. 

The move is aimed at leveling up the body’s commercial activities and growing its partnership portfolio.

Sportfive and Swimming Australia will collaborate to enhance the latter’s commercial program by connecting it with new sponsors and media partners in different sectors to grow revenue and exposure.

Speaking on the new partnership, Sportfive managing director for Australia and New Zealand Damien Moston stated: “We will work lockstep with Swimming Australia to develop impactful brand and media partnerships that promote the wonderful ambassadors of the sport and the community health benefits of swimming.”

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Swimming Australia chief executive Rob Woodhouse added: “I am very excited by the appointment of Sportfive, the world-class commercial sports expertise they bring, and their unique experience in commercializing aquatic sports globally.”

The announcement follows Sportfive's renewal of its partnership with the 2024 Soccer Champions Tour in May.

The pre-season tournament, which will run from July 27 to August 6, features soccer heavyweights Chelsea, Manchester City, AC Milan, Real Madrid, and Barcelona in six matches across stadiums in the US.

Following the 2023 launch of the tour, Sportfive will now return to manage the media, betting streaming, and data rights for the event outside the US.