MATCH Hospitality appoints CampaignLab for 2026 women tournament brief

Creative communications agency CampaignLab has been appointed as MATCH Hospitality’s agency partner for the launch of the first-ever official hospitality programme for the AFC Women’s Asian Cup Australia 2026.

The independent agency, which recently marked its 10-year anniversary, will lead earned media, digital advertising and influencer marketing for MATCH Hospitality across Australia. The tournament will take place from March 1 to 21, 2026, with matches hosted in Sydney, the Gold Coast and Perth.

MATCH Hospitality’s introduction of an official hospitality offering for the AFC Women’s Asian Cup reflects growing demand for premium, experience-led propositions in women’s sport, driven by increasing interest from fans, partners and brands. The programme signals a move away from traditional corporate hospitality towards more inclusive, fan-first match-day experiences.

Kimberley Byrom, brand director at MATCH Hospitality: “The AFC Women’s Asian Cup Australia 2026 will be a transformative moment for the sport, and we are proud to be introducing the tournament’s first-ever official hospitality programme with CampaignLab’s support,” she said. “We’re seeing a real shift towards families and fans wanting exceptional service and elevated experiences, and our programme delivers exactly that.”

Hospitality packages will offer premium experiences at host stadiums, including priority entry, curated entertainment and all-inclusive dining. Food options will range from street-food-inspired menus and bento boxes to multi-course dining and live cooking presentations, supported by dedicated hosting, high service standards and convenient parking.

Byrom said CampaignLab was selected for its strategic creativity and integrated approach. “Their deep understanding of how to connect with modern sports fans will be instrumental in bringing this offering to life and ensuring fans across the region understand the premium match-day experiences now available for the AFC Women’s Asian Cup,” she added.

MATCH Hospitality is internationally recognised for delivering official hospitality programmes at major global sporting events. Official hospitality packages for the AFC Women’s Asian Cup Australia 2026 are now on sale, with prices starting from AUD $459 per person.

Thalia Mills, general manager, CampaignLab: “Partnering with MATCH Hospitality on such a significant tournament for women’s sport is a real privilege,” she said. “We’re excited to use our earned, digital and influencer expertise to inspire fans to experience premium match-day moments—and we’ll be cheering on the Matildas every step of the way.”

The appointment further strengthens CampaignLab’s track record in delivering integrated communications programmes across sport, consumer lifestyle, travel and technology sectors.

www.match-hospitality.com

www.campaignlab.com.au

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