Good Morning,

Welcome to the Scout Newsletter, an exploration into the data behind the Australian Sport and Sponsorship Landscape.

This Week in Sponsorship is a weekly wrap up of the latest deals and renewals with a special focus on the Deal of the Week or other noteworthy sponsorship related topics. Check out previous articles.

For more sponsorship insights from Scout, check out our services.

Enjoy!

5th Feb 2025

Deal of the week

Louis Vuitton x Australian F1 Grand Prix

Brand: Louis Vutton (LVMH)

HQ: Paris

Deal type: New

Context: Last week it was announced that luxury brand Louis Vuitton would become the Title Partner of the Australian Grand Prix in Melbourne, as part of the framework of the 10-year agreement with Formula 1 globally.

Global Brands investing in Australian sponsorship

With a market cap of A$600B, LVMH (parent company of Louis Vuitton) is one of the largest and most influential companies across the globe. We asked ourselves the question “Are they the biggest Brand invested in Australian sport right now?”.

The Global 2000 from Forbes ranks the largest companies in the world using four metrics: sales, profits, assets and market value. We’ve matched this list to Scout’s sponsorship database to identify which of the top global companies are investing in ANZ sponsorship and, perhaps equally as important, which aren’t.

For a limited time, we are giving Scout Pro subscribers access to the Top 100 of the amalgamated list (including non-sponsoring brands), available to view on the Scout Pro Platform.

Some highlights from Scout’s Top 100 Global Brands list:

• The top 5 categories by representation in the Top 100:

  • Banking: 26 companies / 2 active in AUS sponsorship

  • Energy: 11 companies / 4 active in AUS sponsorship

  • Insurance: 9 companies / 3 active in AUS sponsorship

  • Auto: 9 companies / 5 active in AUS sponsorship

  • Healthcare: 7 companies / 0 active in AUS sponsorship

• Just one of Forbes’ top 10 companies has a major presence in AUS sponsorship.

• A total of 20 of the Top 100 global companies are invested in AUS sponsorship

• Google ranks as the #1 largest brand active in AUS sponsorship (10th in Forbes list), however spends quite modestly with lower tier deals with the AFL and AO.

• Toyota is #2 (11th in Forbes list), and spends accordingly as one of the most heavily invested brands in AUS sponsorship.

• LVHM ranks #11 (48th in Forbes list) now invested in two global properties (AO and Aus F1 GP).

Check out the interactive Top 100 with a Scout Pro subscription.

Access to the entire list (top 2000) is accessible with a full Scout Platform subscription.

Notable deals of the week

NEW/EXPIRED

🏁 “We are pleased to announce that Louis Vuitton will be the Title Partner of the #F1 Season Opener, the FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025. Additionally, Louis Vuitton will also provide the Official Trophy Trunk, creating a bespoke travel case for the race winner's trophy 🏆”

🏉 “The Adelaide Football Club is entering an exciting era by welcoming new premier partner Adelaide University, which is on a ground breaking journey of its own. The Club has signed a four-year deal with the nation’s newest major university, formed through the amalgamation of the University of South Australia (UniSA) and University of Adelaide, kickstarting a new generation of contemporary learners in Australia. Adelaide University will be a premier partner of the Crows’ AFL and AFLW teams from 2025 to 2028 and will feature prominently on the back of all playing guernseys.”

⚽️ “Dettol have become a major partner of New Zealand Football as official naming partner of the Dettol National League and official hygiene partner of the All Whites.”

🎾 “We’re (Tennis Australia) excited to welcome Culture Amp as our official Employee Experience Partner and new team sponsor of the Australian Davis Cup and Billie Jean King Cup teams!”

🏄‍♂️ “We (Surfing Australia) are excited to announce a new landmark partnership with IAG brand NRMA Insurance – boosting support for grassroots surfing! Unveiling the Hyundai Australian Boardriders Battle (ABB) presented by NRMA Insurance.”

🏐 “The Melbourne Mavericks are proud to announce a new two-year partnership with Bostik Australia, welcoming the innovative adhesives brand as an Official Partner of the club.”

🏉 “We're proud to announce HelloFresh as the official meal kit partner of the Blues men’s and nib Blues women’s rugby teams. This multi-year partnership will see HelloFresh supporting the Blues and bringing fresh, tasty, and convenient meals to players and fans alike.”

🏁 “Ford Performance has today announced a landmark partnership with Triple Eight Race Engineering, effective from the beginning of the 2026 Supercars Championship season.”

🏉 “The Western Bulldogs have welcomed Tahbilk Wines as the Club’s Official Wine Partner for 2025. The new partnership will give Bulldogs members and fans access to special offers on Tahbilk products and will see the Tahbilk Wines brand integrated across select Club video content.”

⚽️ “AUT Named Official Partner with Auckland FC. In an exciting new development, AUT has become an official partner of New Zealand’s newest A-League club, Auckland FC. Non-commercial in nature, the partnership will provide a number of mutually beneficial opportunities and benefits for AUT students, staff and the players themselves – whose team represents a first for Tāmaki Makaurau in 17 years.”

🏉 “The Salvation Army has entered an exciting new partnership with the Highlanders rugby club, a combination of two iconic brands that’s a win-win for southern communities.”

🏉 “Dolphins Dive into Partnership with Leading International Grooming Brand Wahl.”

🏉 “A premium brand + the perfect alliance 🤝 Welcoming MA Services Group to the Demons as our Official Security, Cleaning + Maintenance Partner.”

🏉 “The Canterbury-Bankstown Bulldogs are proud to announce MTC Australia will join the Club as the naming rights partner of the Bulldogs In Business program.”

🏀 “Basketball Queensland has partnered with etrainu to enhance official development and accreditation processes across the state. The move aligns with Basketball Australia, providing QLD referees and referee coaches with an easy-to-use, automated accreditation system.”

⚽️ “The Newcastle Jets are pleased to announce InfraBuild as the Major Sponsor for the 2025 Academy Season.”

RENEWALS/UPGRADES

🏟️ “The Manly Warringah Sea Eagles are excited to announce the renewal of the stadium naming rights partnership with 4 Pines, extending the agreement for 4 Pines Park to the end of the 2027 season.”

🏁 “Supercars and famed Australian beverage company Coopers Brewery have reignited their partnership ahead of the 2025 Repco Supercars Championship, naming Coopers as the Official Beer, Cider, & Non-Alcoholic Beer Partner of the Championship.”

🏁 “Tickford Racing is proud to extend its partnership with Autobarn into 2025, celebrating five years together on track in a milestone year as Autobarn marks its 40th anniversary.“

🏀 “We (Melbourne United) are very excited to announce that Trojan Tools has extended its deal to remain one of our major partners until the end of the 2027-28 NBL season. First partnering with the club in 2017, this new agreement will bring Trojan’s time with the club to over a decade. Thank you Trojan for your ongoing support.”

🏀 “The UC Capitals have extended their partnership with market leading investment management and diversified real estate company Colliers for the 2024/2025 Cygnett WNBL season. 🧢”

🏐 We (Sunshine Coast Lightning) are thrilled to welcome back 91.1 Hot FM as our media partner for 2025! The renewed partnership aligns two of the Sunshine Coast’s leading media and sports organisations with a shared commitment to promoting women’s sport and fostering a strong sense of community pride.

🏁 “The new-look Sydney 500 will feature a familiar name in 2025, with car rental service Thrifty taking naming rights of next month’s Supercars season opener. The Thrifty Sydney 500 will see the Official Car Rental Partner of the Championship take centre stage in what is shaping up as a massive start to one of the most anticipated seasons in Supercars history.”

🏐 “We're (Netball South Australia) proud to be extending our long-term partnership with our premium netball equipment provider GILBERT Netball Australia and New Zealand for another three years!!”

🏉 “The St George District Rugby League Football Club are proud to announce a multi-year partnership with leading Australian asset management firm Remara in support of its pathways programs.”

OTHER NEWS

🏉 “The Rabbitohs were proud to host Major Partner MG Motor Australia recently for the launch of their innovative 2025 ZS Hybrid+ vehicles on site at the USANA Rabbitohs Centre in Maroubra. MG Motor strategically leveraged their collaboration with the Rabbitohs to bring maximum attention to the updated range by utilising a combination of South Sydney's: 🐰 Iconic Head Coach in Wayne Bennett 💚❤️ Instantly recognisable red and green branding paired with the vehicle colours 🏉 Key members of the playing group appearing in the imagery”

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