Major Sporting Events (Indicia and Images) Protection Amendment Bill 2026

Ms WELLS (Lilley—Minister for Sport and Minister for Communications) (09:36): I move: That this bill be now read a second time. This bill amends the Major Sporting Events (Indicia and Images) Protection Act 2014 to modernise Australia's framework for protecting the commercial rights associated with major sporting events. Major sporting events create 'where were you when?' moments.

They create 'hug a stranger' moments. They get us up, they get us together, often in the dark of night or at the crack of dawn to cheer, to chant and to cherish those heart-stopping moments as chapters in our nation's history are written in real time. Seventy years ago, on a warm November day, more than 107,000 people packed into the Melbourne Cricket Ground for the opening ceremony of the 1956 Olympic Games.

Thousands of others watched on brand new television sets—a few at home, but mostly in community halls and in shopfront windows, as the ABC, TCN9 and HS7 were launched, bringing TV to Australians for the very first time. The Sydney 2000 Olympic and Paralympic Games wrote new chapters: Cathy, Thorpey, Louise, Gazey, and the Oarsome Foursome. Through Sydney 2000, our athletes galvanised the country in such a way that they are known simply by first names—or, in the great Australian tradition, nicknames.

Future MSEs and support for athletes On June 17 our government announced a commitment of $513 million over two years from the Albanese government to support Australia's athletes in the lead-up to the LA 2028 Olympic and Paralympic Games. This funding lays the foundation and provides stability ahead of the Brisbane 2032 Olympic and Paralympic Games, where new chapters will be written.

It goes without saying that the Games will look different to Melbourne and Sydney. The Brisbane 2032 stories will be of a modern Australia in a growing cosmopolitan city and state. Hosting major sporting events offers so much more than feel-good moments and real-life dramas.

They are an important part of Australia's cultural, social and economic landscape. Major sporting events provide opportunities to showcase Australia to the world, drive tourism and trade, and connect us with our Pacific neighbours and beyond. They inspire participation in sport and physical activity across our communities, through inspiring moments, grassroots legacy programs, and talent identification programs.

BILL DETAIL A critical element in securing and successfully hosting these events is ensuring event owners and their commercial partners can protect the emblems and images that are associated with events, the event intellectual property rights. This bill introduces a more flexible and efficient approach for Australia's hosting of major sporting events. The current act provides important protections but relies on schedules within the legislation to prescribe individual events.

This requires amendments to primary legislation every time protections are to be extended to a new event. This bill establishes a rules based framework that enables major sporting events and associated protections to be prescribed by legislative instrument by the minister, rather than through amendments to primary legislation. The minister must be satisfied the event is: of international significance, that it is consistent with the objects of the act; and that the protection period does not exceed a period which the minister reasonably considers necessary.

A central element of this framework is the introduction of clear statutory criteria to guide the declaration of major sporting events. These criteria ensure protections are applied in a transparent, consistent and targeted way. This includes protection against what is known as 'ambush marketing by association', where a business seeks to promote itself by creating a misleading impression of an association with a major sporting event without authorisation.

When fans pay good money to pull on jerseys, T-shirts, scarves or hats to support a major event, they need to know they are wearing the real deal. Ambush marketing also undermines the value of official sponsorship arrangements, reduces private investment in major events, and can increase the financial burden on governments to support the delivery of those events.

Under this framework, key elements of protections—including the declaration of major sporting events, the identification of authorising and event bodies, the specification of protected indicia and images, and applicable protection periods—will be set out in rules made under the act. Clarifying that unauthorised commercial use of protected indicia and images in these contexts can constitute advertising for the purposes of the act will help ensure the legislation remains effective and fit for purpose.

INVESTMENT IN MAJOR EVENTS Since 2022, more than $189 million has been delivered by the Albanese government in support of major sporting events here in Australia. The 2023 FIFA Women's World Cup brought Sam, Courtnee, Mackenzie and Mary onto our pitches, and into our living rooms and pubs. 'Tillies' is the most recognisable national team nickname in our sporting lexicon, and the fields of dreams they played on in 2023 have genuinely inspired a new generation of Australians to play the round ball game—so many of them girls and women.

Along with event delivery partners and international sporting bodies, we are working to ensure future events are supported by the highest standards of integrity. This bill will improve responsiveness to an evolving major event calendar, reduce the need for repeated legislative amendments and ensure protections can be implemented in a timely and proportionate manner.

Importantly, appropriate safeguards will remain in place. Rules made under the act will be legislative instruments subject to parliamentary scrutiny, including disallowance, and the declaration of major sporting events will be guided by clear statutory criteria set out in the act. In addition, the bill removes outdated provisions relating to historical events.

The framework maintains a balanced approach to the protection of rights. Restrictions will apply only to unauthorised commercial use of protected indicia and images. Existing exemptions will continue to apply, including for the purposes of reporting, criticism, review and the provision of information.

COMMUNITY IMPACT OF HOSTING MSEs In the past four years, the Albanese government has committed to support more than 15 major sporting events here in Australia. Australians can be proud of the impact these events have had so far. Not only did the 2022 FIBA Women's Basketball world Cup inspire the legendary Lauren Jackson to return to the court, but it prompted the expansion and reach of the 'She Hoops' initiative for women and girls, created and fostered by Lauren herself, along with some of her incredible Opals team-mates.

The community legacy of other recent events includes: a 30 per cent growth in multicultural participation in entry-level cricket programs following the 2022 T20 Men's cricket World Cup. more than 50,000kids taking part in the AusBike program—increasing after the 2022 World Cycling Championships—a program designed to increase children's bike-riding confidence, safety knowledge and enthusiasm for riding.

I touched earlier on the power of the 2023 FIFA Women's World Cup, and the numbers don't lie. With legacy support from our government, there has been: a systematic uplift in women and girls participation and retention, including a 33 per cent increase in women and girls playing numbers, an increase of almost 30 per cent increase in female coaches, and an investment of $15 million in the Home of the Matildas in Victoria, providing a centralised location for Australia's elite footballers.

Driven by this growing demand, the Albanese government invested $200 million in the historic Play Our Way program. There are almost 300 community projects as part of Play Our Way that are improving facilities, creating programs and enabling the purchase of equipment to help more girls and women play and stay in sport. Uniting Force o f Major Events Recently, 4.78 million Australians tuned in to SBS, our national multicultural broadcaster, to watch the Socceroos defeat Türkiye.

Thousands more gathered in city squares, community football clubs and pubs around the country. These are Australians from all walks of life—different backgrounds, different languages, different lives yet united, not divided and not seeking to divide. The fans—just like the Socceroos themselves—are all of us.

They're Aussie born. They're immigrants. They're refugees.

They're hugging strangers. This is the power of sport. Conclusion Next month we'll celebrate six years to go until the Brisbane 2032 Olympic and Paralympic games.

And, following the passage of this bill, rules will be developed to support that and other upcoming major sporting events. This bill ensures our legislative framework remains fit for purpose, efficient and adaptable to future needs. It reflects the Albanese government's commitment to deliver incredible major sporting events and the chance for every Australian to benefit from their legacy and to unearth their own 'where were you when moments'.

I thank the House. Debate adjourned.