About
Built From 15 Years Inside the System.
The commercial experience that most brands don't have access to — rights-holder intelligence, deployed for your side of the table.
Founder & Principal
Luke Byrne
Founder & Principal Adviser
With over 15 years of experience across Australia's major sporting codes, I've worked on both sides of the sponsorship equation — and I've seen exactly where brands leave value on the table.
I've sat inside the commercial teams of NRL clubs, AFL organisations, Cricket Australia properties, and A-League entities. I've sold the assets, priced the inventory, built the proposals, and negotiated the deals.
That experience gave me a clear view of a structural imbalance: rights-holders have deep commercial infrastructure. Brands investing six and seven figures often don't. They rely on relationships and gut feel where they should be applying data, frameworks, and independent analysis.
SponsorshipHQ exists to correct that imbalance. I now work exclusively for brands — bringing the commercial intelligence I built on the rights-holder side to protect and maximise your sponsorship investment.
Career Path
From Rights-Holder to Brand Advocate
Current
Founder & Principal — SponsorshipHQ
​Independent brand-side commercial advisory. Working with CEOs, CMOs, and CFOs to structure, negotiate, and optimise sponsorship investments across Australian sport.
Rights-Holder Experience
Commercial Roles — National Sporting Organisations
Held commercial positions across NRL, AFL, Cricket Australia, and A-League properties. Responsibilities included partnership sales, asset valuation, inventory pricing, proposal development, and seven-figure deal negotiation.
Sector Depth
Cross-Industry Commercial Experience
Worked across brands in Automotive, Logistics, Financial Services, Technology, FMCG, and Telecommunications — understanding how each sector approaches sponsorship as a commercial tool.
Experience Across
Four Major Sporting Codes
We've worked across Australia's major sporting properties — on the rights-holder side. We know how deals are priced, where the leverage sits, and what brands leave on the table.
WORLDWIDE
I've sold the assets. I've priced the inventory. I know where the leverage sits. Now I represent brands — because that's where the commercial discipline gap is widest.
— Founder, SponsorshipHQ