Brisbane 2032 Olympics Land ‘AUS$200m’ Commonwealth Bank Sponsorship

Australian bank becomes first major commercial partner for event, which is targeting AUS$2bn in revenue.

• Commonwealth Bank reportedly beats out rival Westpac for sponsorship
• Visa expected to have priority activations as IOC top-tier partner

Commonwealth Bank (CBA) is reportedly in line to become the first major sponsor for the Brisbane 2032 Olympic Games.

According to the Australian Financial Review (AFR), CBA is expected to pay at least AUS$200 million (US$141.4 million), fending off competition from rival bank Westpac, who opted not to become embroiled in a bidding war. 

CBA is expected to have some restrictions on potential activations, given financial services giant Visa is already a top-tier sponsor of the International Olympic Committee (IOC). Visa will likely have priority over CBA to promote its own payment services and to have its payment terminals used at Brisbane 2032’s venues.

CBA’s reported deal for the Brisbane 2032 Olympics comes after it ended its 37-year partnership with Cricket Australia (CA) last year. Westpac then swooped in to become CA’s principal partner on a deal reportedly worth AUS$40 million (US$28.3 million) over four years.

While losing its cricket partnership, CBA expanded its partnership with Football Australia last year to become the naming rights partner of the Australian men’s national team. The bank was already serving as the title sponsor of the Australian women’s national team.

The deal with Football Australia was reported by The Nightly to be worth between AUS$60 million (US$42.4 million) and AUS$90 million (US$63.6 million) over six years.

For Brisbane 2032 organisers, the reported deal with CBA will be timely as preparations continue for the event that is six years away. Brisbane 2032 president Andrew Liveris said this month that its first commercial partner, which was “one of the largest companies in Australia”, would be revealed during the second quarter of this year.

Liveris also admitted that costs for Brisbane 2032 have exceeded initial projections, with the operating budget currently being recalculated. Organisers had initially set a budget of AUS$4.9 billion (US$3.46 billion) after winning the hosting rights to the Olympics in 2021.

Liveris spoke at the 145^th IOC session in Milan alongside Brisbane 2032 chief executive Cindy Hook, who said she was negotiating in four sponsorship categories expected to form about 20 per cent of the Games’ commercial income, according to the AFR. The Brisbane 2032 organising committee has set a commercial revenue target of AUS$2 billion (US$1.41 billion).

Commercial efforts for Brisbane 2032 are being led by Francois-Xavier Bonnaillie, who was appointed chief commercial officer in 2024. Bonnaillie had been the senior director of partnership and licensing for the Paris 2024 organising committee.

Credit: https://www.sportspro.com/news/sponsorship-marketing/brisbane-2032-olympics-commonwealth-bank-sponsorship-february-2026/