Melbourne Storm Group integrates NRL and Super Netball operating activity

The Melbourne Storm Group, which operates the Melbourne Storm NRL franchise and the Sunshine Coast Lightning Super Netball team, is gaining both internal and external benefits after the full integration of marketing and commercial operations.

With the Group having taken full control of the Lightning in November 2021, with the University of the Sunshine Coast divesting its ownership of the 2017/2018 champions, Storm Group Head of Partnership and Sales, Hollie Stone told Sponsorship News that leverage opportunities between the two operations were now becoming apparent.

Stone advised “it’s giving us great opportunities with sponsors across elite sports teams with the men (Storm) and the women (Lightning.

“Although it is busier, it makes it easier having all functions working together.”

Stone added that several marketing and commercial operations executives are sharing roles across the teams.

The Lightning recently signed skincare brand, Cetaphil, as an official partner with the two teams having also joined forces in a Fox Sports production, which coincided with Lightning head coach, Belinda Reynolds and Head of High Performance, Brynley Abad visiting Storm training for the first time.

Following the visit, Reynolds stated that both teams “have strong standards which are the benchmark for a great culture. This along with clear game models and role clarity amongst athletes are two similarities that stood out most”.

It is understood that several Group-wide announcements will be made in the leadup to the NRL and Suncorp Super Netball seasons.

Meanwhile, the Lightning are still in the market to fill vacant asset positions on their playing dress ahead of the first match on 19th March.