Team announces strategic partnerships in Australia, New Zealand, and Canada as part of comprehensive international growth strategy
RENTON, Wash. – The Seattle Seahawks have unveiled a comprehensive international expansion initiative, announcing new business partnerships across Australia, New Zealand, and Canada as part of the NFL’s Global Markets Program designed to build worldwide brand awareness and fan engagement.
Australia and New Zealand Strategic Partnerships
The Seahawks have established dual partnerships to maximize their presence in the Australia-New Zealand market, appointing specialized agencies for different aspects of their international strategy.
Social Media and Content Strategy
Leverage, a full-service new media agency founded by the creators of the Betoota Advocate, will spearhead the team’s social media strategy across both countries. The partnership focuses on enhancing brand awareness, creating localized content, and providing live event coverage tailored to Australian and New Zealand audiences.
“Leverage is thrilled to be joining the 12s to help the Seahawks build an authentic cultural connection with Australians and New Zealanders,” said Leverage founder Antony Stockdale, who is collaborating with senior digital media executive David Ray on the initiative.
Commercial and Event Management
TGI Sport has been appointed as the team’s strategy, events, and commercialization agency for the region. The Melbourne-based company will focus on nurturing fan base growth, establishing business networks, and developing culturally-relevant engagement strategies.
“TGI Sport is proud and excited to collaborate with the Seattle Seahawks as part of the NFL’s expanding Global Marketing Program,” said Tony Box, TGI Sport Managing Director – Australia. “Unique commercial opportunities will also be crafted for brands to connect directly with the Seahawks and their fans, elevating their brand presence at home and across the Pacific.”
Television Broadcasting Partnership
The Seven Network will air two Seahawks preseason games in Australia, marking a significant media partnership for the team’s international exposure. The broadcasts include:
- Seahawks vs. Las Vegas Raiders: Friday, August 8, 2025 (11:30 AM Sydney time)
- Seahawks vs. Kansas City Chiefs: Saturday, August 16, 2025 (11:30 AM Sydney time)
“We’re thrilled to bring Aussie NFL fans even more action with the addition of two Seattle Seahawks pre-season games live and free on Seven and 7plus,” said Seven Network Commercial Director – Sport Renee Quirk.
Canadian Market Expansion
Blackfin Sports Group has been selected as the exclusive commercialization agency for Canada, with particular emphasis on Western Canada. The partnership will develop go-to-market strategies, nurture business networks, and assist with logistics for Canadian partnerships.
“We are excited about the opportunity to work with the Seahawks to represent their commercial interests in Canada,” said Chris Gear, Co-Founder of Blackfin Sports Group. “We count ourselves among the legion of Canadian fans that have long been strong supporters of the team.”
Global Markets Program Evolution
The Seahawks’ international expansion has grown systematically through the NFL’s Global Markets Program:
- 2021: Marketing rights granted for Canada
- 2024: Expansion to Germany, Austria, and Switzerland
- 2025: Addition of Australia and New Zealand markets
The team has previously established international partnerships with Infront, Condor Airlines, BDA Inc., and the European League of Football’s Rhein Fire, while introducing the international mascot “Bam” in 2024 to engage fans outside North America.
League-Wide International Initiative
The NFL announced in May 2025 that all 32 clubs now participate in the Global Markets Program across 21 international markets, representing the league’s commitment to worldwide growth and fan engagement through strategic partnerships, events, and commercial opportunities.
The Seahawks’ “12s Everywhere” fan engagement program continues to support these international efforts, building on the team’s established global fan base and brand recognition.
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