Latest News

Back to Latest News back


Arts and sport set to be impacted by Virgin Australia’s administration

Arts and sport set to be impacted by Virgin Australia’s administration
April 21, 2020

With Virgin Australia today collapsing into voluntary administration as a result of its Coronavirus shutdown and longer-term financial performance, sport and the arts are facing the possibility of significant revenue losses.

The airline has a number of significant sponsorships: with the AFL; with AFL clubs Carlton, Greater Western Sydney and Gold Coast; as naming rights sponsor of the Supercars championship since 2016; as well as with the Australian Chamber Orchestra, Belvoir Street Theatre, Queensland Ballet, Virgin Australia Melbourne Fashion Festival and the Sydney Dance Company.

Virgin Australia’s deals with Supercars and AFL are understood to be significant, with the AFL deal is reportedly worth between $5 million and $10 million per year.

With sponsorship agreements likely to be scrutinised administrators, Virgin Chief Executive, Paul Scurrah stated “we'll work through every one of those contracts as part of administration.

"The AFL is a very important partner of ours and it's important that we have those partners on the other side.

“I know that we have a lot of sponsorships as well in other sports and we'll be looking at all of those as we go forward through the administration."

In a statement, Carlton FC Chief Executive Cain Liddle pledged his club's support for the beleaguered airline, advising “from an economic perspective it would be hard to think of an industry hit harder than the airlines.

"As a club, we will continue to offer our full support to Virgin Australia and their people, who have stood by our side for the past five years and through some very difficult periods for our football club."

Emphasising the value of the sponsorship, Liddle added “our partnership has been one of enormous mutual benefit. In 2019 alone, our Carlton IN Business network delivered more than $5 million worth of business to Virgin Australia. Like our club, Virgin Australia will likely look quite different post COVID-19, but whilst they continue to fly Australian skies, they will always have the unequivocal support of our Club." 

With the NRL having committed to restart its competition by the end of May, the AFL is currently looking at when its season will resume.

Click here to view Virgin Australia's sponsorships.

Image: Carlton FC players Marc Murphy, Bryce Gibbs and Jack Silvagni at the annoucement of the clubs sponsorship with Virgin Australia. (Courtesy of Virgin Australia).

Related Articles

10th April 2020 - AFL faces up to post lockdown changes

30th March 2020 - AFL looks to secure $600 million loan

29th March 2020 - AFL and players agree pay-cut deal through Coronavirus shutdown

22nd March 2020 - AFL suspends season until end of May in response to Coronavirus

6th March 2020 - Queensland Ballet Academy officially opens

7th February 2020 - AFL’s Carlton on track to be debt free by 2022

22nd September 2019 - Queensland Theatre announces new Artistic Director

26th March 2019 - GWS GIANTS home venue to be known as GIANTS Stadium in new naming rights deal

30th September 2018 - Arts sponsorship and donations revenue rises in volatile and uneven climate

21st September 2018 - AFL renews airline sponsorship deal with Virgin Australia

9th November 2017 - Carlton Football Club appoint Cain Liddle as new Chief Executive

31st March 2017 - Live Nation announces official airline partnership with Virgin Australia

17th January 2017 - Virgin Sport announces first international events

30th April 2016 - Virgin Australia secures naming rights for V8 Supercars

8th March 2016 - Sport sponsorship pays off for National Australia Bank

16th December 2012 - Virgin Australia steps in to work with Tourism Australia

23rd August 2011 - Virgin Australia sponsors new Stadium Mackay

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Tim Batt Water Solutions

Tim Batt Water Solutions are at the very forefront of the commercial aquatic business in Australia, with over 30 years specific experience supplying and installing chemical control and dosing…

read more

Aquatics / Environment / Recreation / Technology / Venues


Summit Fitness

Summit Fitness Equipment is now part of NovoFit - see

read more

Fitness / Recreation / Technology / Wellness



ICP is an Australian-based company focused on indoor climbing. ICP will manage your project from initial design to completion and beyond, whether you're building an international-level climbing…

read more

Attractions / Fitness / Recreation


Otium Planning Group

Otium Planning Group is a contemporary sport and leisure consultancy providing services in planning, facility development, management and funding for the sport, recreation and leisure industries…

read more

Aquatics / Consultants / Recreation / Sport / Venues


Worldwide Sports Management

Principal Consultant Simon Weatherill has spent the last 20 years developing the world renowned Melbourne Sports Hub, as former Chief Executive Officer of the State Sports Centres Trust…

read more

Aquatics / Consultants / Recreation / Sport / Venues



Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…

read more

Access / Billing / Fitness / Technology / Venues



Clubware’s online gym software is not your run of the mill management system. It has been carefully designed to incorporate all the elements that a fitness club would need. How did we do that?…

read more

Access / Billing / Fitness / Recreation


@leisure Planners

@leisure is a team of experienced leisure, aquatic and sports facility managers and planners, with market modelling, sports management, recreation planning, business and GIS qualifications. We have…

read more



get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business