Popular Looney Tunes characters will be integrated into Sport Star Academy programs following the multi-sport franchise’s partnership with Warner Bros. Discovery Global Consumer Products.
The partnership provides a scalable platform for integrating globally recognised entertainment brands into grassroots sport.
Andrew Bromell, vice president of global consumer products, ANZ, at Warner Bros. Discovery, said the cartoon franchise is built on movement, humour and personality.
“This partnership enables us to extend the brand into a high-impact, experiential setting that supports healthy habits while creating meaningful touchpoints with families at scale,” Bromell said.
Sport Star Academy’s national network of soccer and basketball school holiday camps will deliver a character-led, curriculum-based program designed to drive participation, brand engagement and real-world interaction with the IP among children aged four to 12.
The activities mapped to core skill development areas will include themed drills such as ‘Hop Like Bugs Bunny’ agility exercises. The partnership also features co-branded Looney Tunes and Sport Star Academy kits with exclusive merchandise.
The camps will roll out across New South Wales, Victoria, Queensland, the Australian Capital Territory and Western Australia during the April / Term 2 school holiday period.
Sport Star Academy is launching a dedicated online program hub for upcoming camps.
Kelly Nikolakopoulos, CMO at Sport Star Academy, said the partnership reflects a broader evolution in how brands engage with families.
“This collaboration demonstrates how globally recognised IP can be meaningfully embedded into grassroots sport, creating a compelling, scalable model that benefits children, parents and partners alike,” Nikolakopoulos said.
