$1 Million Challenge

The $1 Million Challenge brings together Australian athletes and purpose-driven businesses to help build a sustainable athlete economy.

Athletes and businesses apply to participate. The Aussie Athlete Fund reviews all applications and matches athletes with aligned partners. Businesses can nominate preferences — such as location, sport, gender or whether the athlete is studying and a particular subject.

• Up to 100 Australian athletes, competing at a national or emerging elite level, are selected
• Up to 100 businesses or organisations are matched with an athlete
• Each athlete's fundraising goal is $10,000, raised over the Challenge period (generally May – October) (Businesses support by way of $10,000 or $5,000 cash support)
• All funds are raised through the athlete's Australian Sports Foundation (ASF) page and are 100% tax-deductible
• The number of athlete–business pairings depends on business participation — for example, if 50 businesses join, 50 athletes are paired

• Athletes set up their Australian Sports Foundation fundraising page (with Aussie Athlete Fund support)
• Athletes and businesses are introduced and can attend a group induction
• Pairs collaborate on social media announcements, event attendance and how they'll work together
• The Aussie Athlete Fund provides ongoing education, mentoring, guest speakers, incentives and support throughout

Funds raised can be used for essential athlete costs including travel, accommodation, coaching, equipment, recovery, nutrition and medical support.

There is no cap on how much can be raised — the goal is $10,000 per athlete, but the more raised, the greater the impact.

The $1 Million Challenge is about more than fundraising.

It equips athletes with real-world skills, confidence and financial capability — helping them build independence, stability and opportunity both during and beyond their sporting career.

This is how we move from short-term support to a truly sustainable athlete economy.

The end of the Challenge doesn't have to mean the end of the partnership. Businesses and athletes are encouraged to continue working together, and businesses are welcome to re-partner with their athlete or sponsor a new Aussie Athlete Fund athlete in the following year — we want to keep you connected and contributing to the movement long-term.

At the conclusion of the Challenge:

• Elevate: Elevate is the next level.
  
  Selected from the $1 Million Challenge cohort each year, Elevate takes a group of outstanding athletes through a fundraising and professional development masterclass — building the skills, networks and financial confidence to sustain their sporting career and prepare for life beyond sport.
  
  Running from November/December through to March, Elevate is more than a program. It's a community of athletes committed to growth — on and off the field.
  
  
• Awards: The Aussie Athlete Fund Awards recognise the athletes who have gone above and beyond during the $1 Million Challenge — not just in funds raised, but in creativity, effort, storytelling and impact.
  
  Each year, up to six athletes are recognised across six categories, with each winner receiving additional financial support.
  
  The six award categories are:
• Rising Star Award
• All-Rounder Award
• Biggest Fundraiser
• Standout Event Award
• Media Excellence Award
• Creative Content Award
  
  These awards celebrate what it truly means to be part of this movement — athletes who inspire others, push boundaries and show what's possible when sport meets purpose.