Formerly known as Lagardère Sports, which in 2017 was appointed by the Commonwealth Games Federation to help organise its events up until 2030.

Sportfive and its various predecessors have worked with CGA in one way or another for 30 years.

Sportfive's first target as part of this latest deal will be to find sponsors and raise funds to help fund Australia's preparations for the 2022 Commonwealth Games in Birmingham. 

Among the areas they have been tasked to work on are a broad range of services including sponsorship marketing strategy, sponsorship sales, procurement, brand and media partnerships, outfitting services and host country support services for the team in Birmingham.

"Having worked with the team at Sportfive for over 30 years, this announcement gives Commonwealth Games Australia the opportunity to build on the successful partnerships of the past, in particular the fantastic commercial support received from many sponsors at the Gold Coast 2018 Commonwealth Games," CGA chief executive Craig Phillips said.

"Australians love cheering for the green and gold in international competition as we witnessed on the Gold Coast and brands love supporting and benefiting from partnerships with our Australian team. 

"Of course, our Games team in Birmingham requires a range of supporters and partners in key categories, such as our team uniforms, travel and team medical support services.

"More than this, we have strong ambitions to continue to connect with all Australians through the inspiring performances of our team, just as our athletes of the past have done at every edition of the Commonwealth Games since 1930. 

"And we welcome partnerships with brands who would like to share this opportunity with us."

Damien Moston, Sportive's managing director, Australia-New Zealand/senior vice-president global sales, is confident they can raise the money to help support plans CGA has to send one of its biggest teams to an overseas Commonwealth Games.

"Announcing our partnership with Commonwealth Games Australia is fantastic," he said.

"We’re very proud to have worked on every Commonwealth Games since 1990 in support of the Australian Commonwealth Games Team.

"This relationship aligns with our agenda to increase value of the Commonwealth Games movement globally including through the world-first Commonwealth Games Federation Partnership model for current and future host cities, supporting stronger Commonwealth Games Associations at the local market level and increasing the impact of the Commonwealth Games brand through partnerships."

Australia have finished top of the medals table at seven of the last eight Commonwealth Games since Auckland 1990, including Gold Coast 2018 where they won a total of 198 medals, including 80 gold. 

CGA is hoping to be represented by 425 athletes in 19 sports at Birmingham 2022. 

"Birmingham 2022 will be an amazing Games befitting a modern Commonwealth," Moston said. 

"It will be culturally diverse and we will see more women’s medals than men’s medals events at the Games for the first time. 

"New sports including 3x3 basketball for able-bodied and wheelchair players and women’s T20 cricket are compelling additions for Australian athletes and fans. 

"We’re very excited for the future of the Commonwealth Games."