Gawk Outdoor has acquired exclusive sales representation of Sports & Outdoor billboard inventory across regional NSW.,
The move brings 120 Sports & Outdoor static billboards into the Gawk sales portfolio, in addition to the 52 Sports & Outdoor static sites already managed by Gawk for direct clients, consolidating the network under a single sales operation for the first time.
"This is hugely exciting for our business," said Luke Course, founder of Gawk Outdoor.
"We can now give advertisers and agencies access to regional NSW, Victoria and South Australia in one place at a level that has simply been unavailable in the market until now."
Combined with an existing joint venture between the two businesses to develop and operate 19 digital billboards across regional NSW, the partnership now covers static and digital inventory across the state.
The joint venture is on track to reach 50 digital panels across regional NSW within three years.
According to MOVE data, the network reaches more than 59% of the population of regional NSW every four weeks.
In regional Victoria, reach climbs to 94.3%.
Sports & Outdoor was founded by Ray Balcomb in 1993 and grew to become a significant outdoor player in regional NSW before the portfolio was acquired by oOh!media in 2008.
Balcomb relaunched the business in 2022 alongside his son Hugh Balcomb, with Doug Balcomb later joining to help accelerate growth.
In less than four years the business has grown to more than 170 static billboard faces across regional NSW.
"Sports & Outdoor have already grown quickly, and have considerable further growth ambitions," said Ray Balcomb.
"Expanding this partnership with Gawk will only fast track that growth. We thank Alliance Outdoor Media Group for their sales representation as we have grown our business. This move to Gawk was natural given our existing joint venture with them."
From May 2026, Gawk will be the exclusive point of sale for Sports & Outdoor billboards in regional NSW - static and digital - alongside Gawk's own network across regional Victoria and South Australia.
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