Warner Bros. Discovery Global Consumer Products has struck a new national partnership with Sport Star Academy.
The relationship integrates the Looney Tunes franchise into grassroots soccer and basketball programs across Australia.
The move marks a strategic expansion of the iconic entertainment brand into experiential, participation-led sport programs targeting children aged 4-12.
Extending the brand beyond the screen
Under the partnership, Looney Tunes characters will be embedded into Sport Star Academy’s national network of school holiday camps, creating a character-led, curriculum-based program designed to drive participation and deepen family engagement with the IP.
Andrew Bromell Image: Warner Bros. Discovery
“Looney Tunes is a franchise built on movement, humour and personality,” said Andrew Bromell, Vice President, Global Consumer Products, ANZ at Warner Bros. Discovery.
“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.”
The integration reflects a broader strategy within consumer products to move global entertainment brands into real-world environments that encourage interaction and active play.
A scalable grassroots platform
Sport Star Academy brings more than 15 years of operational experience to the collaboration, with a footprint spanning more than 390 locations nationwide and engagement with approximately 15,000 children annually.
The Looney Tunes x Sport Star Academy School Holiday Camps will launch during the April / Term 2 holiday period across New South Wales, Victoria, Queensland, the Australian Capital Territory and Western Australia.
The program features a bespoke curriculum that blends sports fundamentals with Looney Tunes-themed activities.
Image: Warner Bros. Discovery
Drills include “Hop Like Bugs Bunny” agility exercises, “Run Like Road Runner” speed challenges, “Tweety Targets” accuracy activities and “Daffy Duck’s Quack Attack” shooting drills.
Each camp will also include co-branded merchandise and kits, extending brand visibility beyond the sessions themselves and into the home.
Experiential IP in action
A dedicated program hub will go live at sportstaracademy.com/looneytunes, providing information and a registration-of-interest pathway for upcoming clinics.
With limited capacity at each location, the site will serve as the central consumer touchpoint as the program expands nationally.
Kelly Nikolakopoulos, Chief Marketing Officer at Sport Star Academy, said the partnership highlights changing brand engagement models.
“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.”
And, as they say, ‘that’s all folks’.
Top Image: Warner Bros. Discovery