How HITIQ’s AFL Barwon Deal Could Transform Regional Sports Safety
HITIQ has secured a three-year deal with AFL Barwon to promote its PROTEQT smart mouthguard across regional Victoria, enhancing concussion management in community sports.
- Three-year official concussion technology partnership with AFL Barwon
- Access to over 25,000 players across 50+ clubs in regional Victoria
- Expansion complements existing VAFA partnership and targets 100,000+ athletes
- PROTEQT integrates impact sensors, symptom assessment, and telehealth
- Further community sports agreements nearing completion
A Strategic Move into Regional Community Sports
HITIQ Limited (ASX: HIQ), a frontrunner in concussion management technology, has announced a significant three-year partnership with AFL Barwon, naming HITIQ as the Official Concussion Technology Partner from April 2025 through to the end of 2027. This collaboration is set to accelerate the adoption of HITIQ’s PROTEQT smart mouthguard among more than 25,000 football players across 50 clubs in regional Victoria.
Building on its existing relationship with the Victorian Amateur Football Association (VAFA), which covers over 15,000 players, HITIQ is clearly positioning PROTEQT as a foundational tool for athlete safety in grassroots sports. The partnership leverages AFL Barwon’s strong community presence and digital platforms to enhance brand visibility and engagement.
Technology Meets Community Needs
PROTEQT is more than just a mouthguard; it combines advanced impact sensors with symptom assessment tools and telehealth services, offering a comprehensive approach to concussion management. This technology addresses a critical gap in regional and community sports, where access to immediate and effective concussion protocols can be limited.
By targeting athletes aged 12 and over, HITIQ aims to reach over 100,000 users in the first year of PROTEQT’s commercial rollout. The product’s boil-and-bite design ensures accessibility and ease of use, which is crucial for widespread adoption in community settings.
Broader Market Implications and Growth Potential
HITIQ’s partnerships extend beyond community football, with existing agreements involving elite organizations such as the AFL, the United Kingdom Sports Institute, and the English Premier League. These endorsements bolster HITIQ’s credibility and support its expansion into consumer markets.
With additional agreements in rugby league and rugby union reportedly nearing completion, HITIQ is strategically positioning itself to lead the global concussion management market. The company’s leadership emphasizes the scalability of its network and the potential for substantial shareholder value as PROTEQT gains traction.
Community Impact and Inclusive Initiatives
AFL Barwon’s commitment to inclusive sporting environments, including the All-Abilities Football League and mental health awareness programs, aligns well with HITIQ’s mission to enhance player welfare. Lisa Patterson, AFL Barwon’s Regional General Manager, highlighted the partnership’s role in advancing concussion education and player safety across the region.
Such collaborations underscore a growing recognition of concussion risks in community sports and the importance of accessible, evidence-based management tools.
Bottom Line?
HITIQ’s expanding partnerships signal a promising trajectory for PROTEQT’s role in community sports safety and market growth.
Questions in the middle?
- What are the financial terms and expected revenue impact of the AFL Barwon partnership?
- How quickly will PROTEQT adoption scale across the targeted 100,000 athletes?
- What details can be expected from the near-completion agreements in other sports?
