Hockey Australia

What Hockey Australia does

Hockey Australia is the national governing body for hockey in Australia, headquartered in Canberra. Founded in 2001, the organization conducts leagues, tournaments, and event services spanning all age groups (from 5 years old through 80+) and skill levels, from grassroots to elite international representation. It operates a multi-tier pathway anchored by Hookin2Hockey (junior entry for ages 5-12), state and national championships across indoor, outdoor, U14, U16, U18, U21, Open, Country, and Masters categories, and four national representative teams: Kookaburras (men's senior), Hockeyroos (women's senior), Burras U21 (men's youth), and Jillaroos U21 (women's youth). Supporting programs include APM All Abilities Hockey for inclusive participation and HockeyEd for coach and umpire education and certification.

The organization's technology stack centers on a digital platform for event management, registration, and live streaming, augmented by broadcast partnerships with Seven Network (7plus) for international matches and LiveHockey.com.au for domestic championship coverage. Distribution is delivered through eight state/territory member associations, affiliated clubs, and school programs, with merchandise sold through the Kookaburra Merch Store.

Hockey Australia is a non-profit operating as an independent entity governed by its Board, with no parent company or external shareholders. Revenue is diversified across four streams: membership and registration fees (recurring), event sponsorship and broadcast rights (commercial), merchandise sales (retail), and government funding from federal and state bodies including the Australian Sports Commission, Olympic Committee Australia, and multiple state tourism commissions. Major commercial partners include Kookaburrasport (equipment), Seven Network (broadcast), APM (All Abilities), SportsCover (insurance), and Cirka (Masters lead partner, 2026-2029).

Name

Hockey Australia

Legal name

Hockey Australia

Website

https://www.hockey.org.au

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Hockey Australia is the national governing body for hockey in Australia, operating a multi-tier pathway from youth entry programs (Hookin2Hockey, ages 5-12) through Masters (34+) to elite national teams (Kookaburras, Hockeyroos), delivering national championships, international event hosting, digital streaming, and inclusive participation programs.

Ownership category

akta.pro rank

Product category

National Sports Governing Body

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Sports and Recreation Instruction (611620)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Field Hockey Leagues (MPAKAAAN)

akta.pro secondary industries

Olympic & Multi-Sport Governing Bodies (IOC/IPC, Continental Games Federations) (MPAKAFAA), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF), Youth & Amateur Sports Tournaments (MPAGAMAF)

Keywords

• National sports governance
• Hockey development programs
• National championships
• Elite athlete pathway
• Community sports participation

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Membership and Registration Fees: Revenue generated through player registrations, club affiliations, and insurance programs for participants across all levels of Australian hockey.
2. Event Sponsorship and Broadcast Rights: Partnership arrangements with corporate sponsors for national championships and events, including broadcast agreements with 7plus for live streaming of international matches.
3. Merchandise Sales: Official merchandise sales through the Kookaburra Merch Store including replica playing kits, training gear, and accessories for Hockeyroos and Kookaburras teams.
4. Government Funding: Support from federal and state government bodies including Tourism & Events Queensland, Experience Gold Coast, Events Tasmania, and the South Australian Tourism Commission for hosting major events.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Hockey Australia is the national governing body for field and indoor hockey in Australia. It delivers grassroots participation programs (Hookin2Hockey for ages 5-12, Masters for players 34+, APM All Abilities Hockey), national championships across age divisions from U14 to Masters, elite international representation through four national teams (Kookaburras, Hockeyroos, Burras U21, Jillaroos U21), and coach/official education via HockeyEd. It also distributes match content through the 7plus and LiveHockey streaming platforms.

Product overview

Hockey Australia operates as a national sporting organization offering a multi-layered portfolio of programs and platforms. The core offerings include Hookin2Hockey (youth entry program), Masters programs (adult participation), Indoor and Outdoor Hockey variants, and National Championships spanning age divisions from U14 to Masters (34+ to 80+). Elite representation is provided through four national teams: the Kookaburras (men's senior), Hockeyroos (women's senior), Burras U21 (men's youth), and Jillaroos U21 (women's youth). Digital audience engagement is delivered through 7plus for international matches and LiveHockey for domestic championships, while merchandise is sold via the Kookaburras Merch Store. Supporting services include APM All Abilities Hockey for inclusive participation and HockeyEd for official education.

Differentiator

Problem solved

Functional benefit

Brands

• Hockeyroos: Australian women's national field hockey team
• Kookaburras
• Burras U21
• Jillaroos U21
• Hookin2Hockey
• Hockey Australia Masters
• Hockey Australia Indoor
• Hockey Australia Foundation
• Hockey One
• HockeyEd

Products and services

• Outdoor Hockey Traditional field hockey played on grass or synthetic turf pitches, the primary format of hockey in Australia.
• Hookin2Hockey Junior entry hockey program designed for children aged 5-12, delivered through clubs and schools to provide a fun, social introduction to the sport with basic skill development.
• Hockey Australia Masters National Masters hockey program offering competitive play across multiple age divisions from 34+ to 80+, including national championships and international representation at Masters World Cups.
• Indoor Hockey Indoor variant of hockey played in sports halls, featuring a smaller ball and modified rules compared to field hockey, with national championships across multiple age divisions.
• National Championships Annual national competition featuring eight premier championships across indoor, outdoor, and Masters categories, spanning U14, U16, U18, U21, Open, Country, and Masters age divisions for men and women.
• Kookaburras Australia's national men's field hockey team, one of the most successful teams in international hockey history with multiple Olympic medals and World Cup titles.
• Hockeyroos Australia's national women's field hockey team, historically one of the world's most successful women's hockey programs with multiple World Cup and Olympic medals.
• Burras U21 Australia's national men's under-21 hockey team, serving as the primary pathway for emerging male players into senior international representation.
• Jillaroos U21 Australia's national women's under-21 hockey team, serving as the primary pathway for emerging female players into senior international representation.
• APM All Abilities Hockey Inclusive hockey program supporting players with disabilities, promoting accessibility and participation in hockey across all ability levels, delivered in partnership with APM.
• HockeyEd Education and training platform for coaches, umpires, and officials, providing resources and accreditation pathways for hockey professionals.
• Hockeyroos and Kookaburras Official Merchandise Store Official online merchandise store selling replica playing kits, training gear, and accessories for the Hockeyroos and Kookaburras national teams.

Quantifiable outcome

• Hockeyroos chase a third World Cup title in 2026
• +2 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered major, core and minor.

• CirkamajorGTM or Marketing Partner · 9 July 2026Three-year partnership as major partner for Hockey Australia Masters. Cirka logo features on front of Australian and Australia 2 Masters team shirts. Partnership provides direct support to more than 400 Australian Masters representatives preparing for 2026 World Masters Hockey World Cup events in Netherlands and Belgium.
• Australian Sports Commission (AusSport)coreStrategic or Co-development PartnerNational government sports body providing funding and support for elite sports programs, including partnership for Olympic and Commonwealth Games preparation.
• APMcoreGTM or Marketing PartnerAPM All Abilities Hockey program partner, supporting inclusive hockey participation opportunities for athletes with disabilities.
• KookaburrasportcoreStrategic or Co-development PartnerOfficial equipment and merchandise partner providing playing kits, training gear, and accessories for Hockeyroos and Kookaburras teams.
• Seven Network (7plus)coreGTM or Marketing PartnerBroadcast partner for live and free streaming of all Hockeyroos and Kookaburras international matches on 7plus platform.
• Olympic Committee AustraliacoreStrategic or Co-development PartnerNational Olympic Committee partnership for athlete preparation and Olympic Games representation.
• Commonwealth Games AustraliacoreStrategic or Co-development PartnerPartnership for Commonwealth Games team preparation and athlete pathway programs.
• Tourism & Events QueenslandmajorGTM or Marketing PartnerGovernment tourism body supporting Men's Masters Championships on Gold Coast 2026 and FIH Pro League 2027 with funding for event delivery and visitor economic impact.
• Events TasmaniamajorGTM or Marketing PartnerSupporting Under 21 National Championships in Hobart 2027 and Under 16 Championships 2026.
• South Australian Tourism CommissionmajorGTM or Marketing PartnerSupporting 2026 Women's Masters Championships in Adelaide from 24 September to 3 October.
• Destination WollongongmajorGTM or Marketing PartnerSupporting 2026 Indoor Masters Invitational at Illawarra Hockey Centre in December with over 400 participants.
• HITIQminorGTM or Marketing PartnerBrain health partner offering 25% discount for Hockey Australia members on concussion assessment services.
• SportsCovercoreStrategic or Co-development PartnerInsurance partner for participant coverage and event insurance programs.
• SportsLink TravelminorGTM or Marketing PartnerOfficial travel partner coordinating international tour arrangements for teams including 2026 PSi U18 Indoor Hockey Nationals in Cape Town.
• State Hockey AssociationscoreChannel Partner/ Reseller/ DistributorHockey ACT, Hockey NSW, Hockey Victoria, Hockey Queensland, Hockey WA, Hockey SA, Hockey Tasmania, and Hockey NT as member associations delivering grassroots programs and competitions.

Scale indicators7 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Hockey India: National governing body for field hockey in India, operating men's and women's national teams, national championships, and a Hockey India League. Most directly comparable peer given shared role as a national federation managing elite teams, domestic competitions, and grassroots pathways.
• England Hockey: Governing body for field hockey in England, operating national teams, domestic leagues, and Masters/grassroots programs. Comparable in structure, mission, and multi-tier participation model to Hockey Australia.
• Hockey New Zealand: National governing body for field hockey in New Zealand, operating Black Sticks national teams and community programs. Closest regional peer to Hockey Australia given shared Trans-Tasman sporting culture and similar scale.
• Hockey Canada: National governing body for field hockey in Canada, managing national teams, junior pathways, and Masters programs. Comparable federation structure with focus on Olympic qualification and grassroots development.
• USA Field Hockey: National governing body for field hockey in the United States, operating national teams, Junior Olympics pathways, and club-based development. Comparable as a national federation managing the full participation-to-elite ecosystem.
• Deutscher Hockey-Bund (German Hockey Federation): German national hockey federation operating elite national teams and a competitive Bundesliga club structure. Comparable in scope as a federation combining elite team management, league oversight, and grassroots development.
• Koninklijke Nederlandse Hockey Bond (KNHB): Dutch national hockey federation, widely regarded as the strongest hockey nation globally. Comparable peer given its role managing national teams, club competitions, and a deeply embedded participation culture.

Others

• International Hockey Federation (FIH): Global governing body for field hockey that Hockey Australia is a member of, and the organizer of the Pro League and Hockey World Cups Hockey Australia participates in. Relevant as the umbrella rights holder and event organizer rather than a direct competitor.

Broad incumbents

• Cricket Australia: Australian national governing body for cricket with state associations, elite national teams, and broad grassroots pathway. Comparable broad incumbent as a national sporting federation in Australia with a similar federation-to-club structure competing for the same participation and sponsorship pool.
• Football Australia: Australian national governing body for football/soccer, operating the A-League, national teams, and grassroots pathways. Comparable broad incumbent as a large national federation competing for player talent, participation, and sponsorship in Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/results?search_query=hockey+australia
• Xx.com/HockeyAustralia
• Facebookfacebook.com/HockeyAustralia
• LinkedInlinkedin.com/company/hockey-australia

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hockey Australia