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The Kids’ Cancer Project is pleased to welcome Betta and BSR Group on board as the naming rights partner for its annual fitness fundraising campaign, Better Challenge.
Betta is a prominent Australian independent retail franchise group specialising in home appliances, electronics and furniture, and is owned and managed by the BSR Group – Australia’s largest independent electrical and furniture buying company.
The new corporate partnership will see Betta feature as naming rights partner for the Better Challenge in 2026 and 2027 – a 90km fitness challenge held annually throughout the month of September to raise funds and awareness for the 90 kids who will be diagnosed with cancer in Australia every month.
Since its inception in 2021, the Better Challenge has helped to raise close to $2 million for childhood cancer research – helping The Kids’ Cancer Project increase its commitment to research to over $76 million in the last 30 years.
The Kids’ Cancer Project Head of Partnerships Patrick Phibbs welcomed the partnership and thanked Betta for their increased support of the charity.
“On behalf of the organisation, we’re delighted for Betta to be officially aligned to the Better Challenge this year and to power the fundraiser,” Phibbs said. “Betta, and the BSR Group, have been strong supporters of our charity and it’s incredibly pleasing to see their increased commitment and support of the work that we do in helping to fund vital life-saving research into childhood cancer.
“As an independent charity, we know how vital partnerships like this are to extending our impact and increasing survival rates for kids with cancer, and we’re looking forward to Betta’s support over the coming years to help us closer to our goals.
“Whether it’s in competition with your workplace, your running club, your friendship group or even just by yourself, I’d encourage all Australians to sign up and get involved with the Better Challenge and help us make a difference for kids’ cancer research.”
BSR Group's Chief Growth Officer, Gavin Carter, says becoming naming rights partner for the Better Challenge is a natural next step for the business.
"We're proud to step up as naming rights partner for the Better Challenge and deepen our support of The Kids' Cancer Project," he says.
"The Kids' Cancer Project does extraordinary work, and we've seen first-hand the difference that community support can make," he says.
"With over 150 stores nationwide, we have an incredible network of staff and customers who care deeply about making a difference. We're looking forward to rallying that network behind the Better Challenge in 2026 and 2027, and we'd encourage all Australians to get involved – whether you're walking or running, every kilometre counts."
Visit betterchallenge.org.au to learn more and see how you can get involved!
90km. 30 days. One shared dream to improve the future of childhood cancer.
Sign up to the Better Challenge and make a difference for kids with cancer!
