Written by Rhea Alison, Sports reporter, covering international sports since 2020.
The Collingwood Football Club has officially signed a two-season partnership extension with hospitality giant The Sporting Globe Bar and Grill, securing the brand's position as the club’s official venue partner through the next couple of years.
Entering its fourth consecutive year of collaboration, the alliance focuses on providing a physical hub for the "Magpie Army" to gather and watch games across Australia.
Strategy and Supporter Benefits
A central pillar of the renewed commercial agreement is the continuation of exclusive, direct incentives for Collingwood members. To celebrate the extension, members can unlock dedicated benefits using the hospitality group's mobile application.
Key Terms of the Agreement
Duration: Two-season extension (taking the total partnership into its fifth and sixth years).
National Scale: Accessible across 23 national venues featuring over 50 media screens.
Member Perk: Club members can access $10.90 pints of Carlton Draught during live broadcasts. The offer activates at the first bounce and runs until the final siren of every Collingwood match.
What the Leadership Says
Collingwood CEO Craig Kelly noted the strategic importance of keeping an expansive supporter base connected, even when the team is playing interstate:
"We’re pleased to extend our partnership with The Sporting Globe, giving our supporters more ways to come together and enjoy the match-day experience. With great value offers during the season, The Sporting Globe welcomes the Magpie Army to enjoy the footy everywhere they are in Australia."
Luke Peters, Chief Marketing Officer at Signature Hospitality Group (the parent company of The Sporting Globe), emphasized the cultural alignment between the sports bar chain and the club's fan culture:
"The Magpie Army is one of the most passionate supporter bases in the country and we’re honoured to be part of that once again... The Magpie Army is everywhere, and so are we."
