Upfront Sports Partners (USP), a new player in the sports marketing arena, has officially launched two years after securing the hosting rights for the 2027 and 2029 Rugby World Cup in Australia. The firm, co-founded by Anthony French and Liz Manawaiti, has already made significant strides in connecting sports, governments, and commercial Australia.

USP has already chalked up early wins, including advising one of the largest e-commerce players on its potential entry into Formula 1 with a commercial partnership. The firm is also advising an international federation on the entry of its direct-to-consumer product in New Zealand and supporting a female sports participation strategy for a growing state sporting organisation.

Based in Australia and New Zealand, USP offers services across government relations, major events, central advisory services – including strategy, marketing, media and communications, corporate & commercial – fan-centric innovations, strategic sponsorship matching and partnership activations.

Anthony French, who began his career as a lawyer, led the team that secured the 2027 and 2029 Rugby World Cup for Australia. He expressed his excitement about the official launch of USP. “It’s incredibly exciting to finally announce the formation of Upfront Sports Partners, and particularly apt on this day - two years on from securing a home Rugby World Cup for Australia in 2027. We’re incredibly proud to be already working with some amazing clients to bring more major events and live experiences to Australian shores, and are committed to creating connections and unleashing potential right across Asia Pacific,” said French.

Liz Manawaiti, with over a decade of experience in global sports, digital marketing, and major events, has worked with brands such as FIFA, All Blacks and Black Ferns at New Zealand Rugby, and the Wallabies. She highlighted the firm's approach to its work. “Our current client base already highlights our breadth and depth. We’re going to be upfront and open, we’re going to be nimble and innovative and we’re going to unlock those untapped synergies between sports and sponsors. It’s all about driving unforgettable fan experiences and delivering more successful events,” Manawaiti stated.

Formed in 2024, USP's launch marks a significant milestone in the sports marketing landscape in Australia and New Zealand. With its early wins and the experience of its co-founders, the firm is poised to make a significant impact in the industry.