RENTON, Wash. – The Seattle Seahawks announced today new business partnerships abroad to support the team's international growth efforts.
Leverage to lead social media strategy in Australia & New Zealand
The Seahawks have partnered with Leverage to develop and manage a social media strategy for the team in the Australia and New Zealand. Under the partnership, Leverage will work to enhance the team's brand awareness and social engagement, create localized content, and provide live event coverage.
Leverage is a full-service new media agency, founded by the creators of the Betoota Advocate. Leverage lets organizations, movements and brands deliver their messages to the right audiences in an authentic and meaningful way.
"Leverage is thrilled to be joining the 12s to help the Seahawks build an authentic cultural connection with Australians and New Zealanders," said Leverage's founder, Antony Stockdale. Working with senior digital media industry executive, David Ray, Leverage is proud to partner with the Seattle Seahawks in their expansion plans across Australia and New Zealand."
TGI Sport to manage strategy, events & commercialization in Australia & New Zealand
The Seahawks have appointed TGI Sport as the team's strategy, events, and commercialization agency in Australia and New Zealand. TGI will work to nurture and grow the Seahawks fan base in region, establish a meaningful business network, and develop a culturally-relevant strategy for key fan engagement moments.
"TGI Sport is proud and excited to collaborate with the Seattle Seahawks as part of the NFL's expanding Global Marketing Program. We're honored to work alongside one of the world's iconic sporting franchises and to be officially joining the 12s," 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. Our rich experience in fan growth development for Australia's leading rights holders will provide a strong platform for the Seahawks brand and will bring the authentic, electric and dynamic Seahawks experience to new fans and communities across Australia and New Zealand."
Seven Network to air two Seahawks preseason games in Australia
The Seahawks have partnered with the Seven Network to air the team's first two preseason games in Australia. The Seahawks vs. Las Vegas Raiders game will air on Friday, August 8, 2025, with the pre-game show starting at 11:30am Sydney time, followed by the Seahawks vs. Kansas City Chiefs game on Saturday, August 16, 2025, with the pre-game show starting at 11:30am Sydney time.
Seven Network Commercial Director – Sport, Renee Quirk said, "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. "With growing interest in the NFL across Australia, we're proud to expand our offering and give fans more opportunities to follow the sport they love in an Australian viewer-friendly time-zone."
Blackfin to lead commercialization in Canada
In Canada, the Seahawks have selected Blackfin Sports Group as the exclusive commercialization agency of the team. Blackfin will develop a go-to-market strategy for the team in Canada, nurture a business network, develop commercial proposals, and assist in logistics for the team's Canadian partnerships.
"We are excited about the opportunity to work with the Seahawks to represent their commercial interests in Canada, with a particular focus on Western 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. We look forward to connecting with brands that share the passion for the Hawks and the NFL in an effort to deliver exciting new partnerships north of the border."
Seahawks International Efforts
The Seahawks have a strong international fan base and have amplified their global brand presence through their "12s Everywhere" fan engagement program. As part of the NFL's Global Markets Program, the Seahawks were previously granted marketing rights in Canada in 2021, followed by Germany, Austria and Switzerland in 2024, and Australia and New Zealand in 2025. In the past year, the team has formed new international partnerships with companies including Infront, Condor Airlines, BDA Inc., and the European League of Football's Rhein Fire. In 2024, the team also introduced an international mascot, Bam, to engage directly with fans outside North America.
The NFL's Global Markets Program awards clubs international marketing rights to build brand awareness and fandom beyond the U.S., through fan engagement, events, commercial opportunities and NFL Flag development. The league announced in May 2025 that all 32 clubs are now participating in the program across 21 global markets.
Fans are encouraged to follow along with the Seahawks' international efforts here.
About Leverage:
Leverage is an innovative media agency founded by the team behind The Betoota Advocate, DM Podcasts, and Trade Creative Media. Leverage builds strategic partnerships and campaigns that resonate and deliver media solutions to position brands at the heart of the conversations shaping Australian culture. https://leverage.net.au/
About TGI Sport:
Launched in 1997, TGI Sport is the industry-leading sports virtual technology company. Trusted by more than 150 clients, including the world's premium sporting organisations, TGI Sport is an end-to-end service provider focused on five key pillars: technology, rights, live production, content creation and talent management. With global headquarters in Melbourne and London, TGI Sport operates in 50 countries, with 440+ employees providing services to over 5,000+ events annually for many of the world's largest rights holders. For more information visit www.tgisport.com
About Blackfin:
Blackfin Sports Group is a boutique sports & entertainment agency that offers a distinct combination of partnership sales, business strategy, and legal expertise. With a leadership team that has driven results for professional teams, leagues, athletes, and global brands, Blackfin is uniquely positioned to deliver creative and commercially effective partnerships across the Canadian sports landscape.
About Seven Network
The Seven Network is part of Seven West Media (ASX: SWM), one of Australia's most prominent media companies, with a market-leading presence across broadcast television, publishing and digital. The Seven Network alone reaches 17.5 million people a month. The company owns some of Australia's most renowned media businesses and platforms, including the Seven Network and its affiliate channels 7two, 7mate, 7flix and 7Bravo; 7plus; 7NEWS.com.au; The West Australian; The Sunday Times; PerthNow; The Nightly; and Streamer. The Seven Network is home to Australia's most loved news, sport and entertainment programming, including 7NEWS, 7NEWS Spotlight, Sunrise, The Morning Show, The Voice, Home and Away, Australian Idol, My Kitchen Rules, Dancing With The Stars, Farmer Wants A Wife, The Chase Australia, Better Homes and Gardens, RFDS, The 1% Club and the TV WEEK Logie Awards. Seven Network is also the broadcast partner of the AFL, Cricket Australia and Supercars.
