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This Week in Sponsorship is Scout’s free weekly wrap-up of the latest deals in AUS/NZ sponsorship. Check out previous articles, or sign up if you were forwarded this email.

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21st January 2026

Highlights

Ladbrokes will become the major sponsor of the next four Stradbroke Racedays, while also continuing as a major partner of Brisbane Racing Club’s Stradbroke Season through to 2029.

Other long-term wagering partnerships include Tapcorp x Victoria Racing Club (to 2029), Sportsbet x Melbourne Racing Club (to 2029), Ladbrokes x Mooney Valley Racing Club (to 2032), Tabcorp x Magic Millions (to 2028), and Pickletbet x Panthers (to 2028).

Dreamworld, Australia’s largest theme park, announced a new partnership with the Australian Olympic Committee. It follows a spate of recent activity in the category:

• Gumbuya World x Melbourne City (new last month); x Melbourne Stars (renewed last month); x St Kilda Football Club (renewed last month)

• Village Roadshow Theme Parks x Gold Coast Titans (renewed last month)

• A Maze'n Things x SE Melbourne Phoenix (new in 2025)

• Tree Climb x Adelaide Thunderbirds (new in 2025)

The partnership cited creating experiences and community values, aligning strongly with sport, and highlighting the health of the experience economy.

The Hurricanes (Super Rugby NZ) announced a new partnership with Friday Homes as the Club’s Exclusive New Home Construction Partner.

The homebuilding category has been a growing sponsorship category, with partnership announcements in the last 12 months including:

• Maple Living x Melbourne Victory (Renewal)

• First Homebuilders x Western Force (New)

• G.J. Gardner Homes x NZ Cricket (Renewal)

• Simonds Homes x Geelong Cats (Upgrade)

• Sterling Homes x Adelaide 36ers (New)

• Brolen Homes x Macarthur FC (New)

• Maple Living x South East Melbourne Phoenix (New)

• Nostra Homes x Melbourne City (Renewal)

• Casaview Homes x Canterbury Bulldogs (New)

• Plantation Homes x Brisbane Heat (New)

   

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Announcements this week

Basketball 🏀

New

• 🛡️ Wilson Security x South East Melbourne Phoenix: "We're excited to be partnering with Wilson Security for the remainder of NBL26."

Football ⚽

New

• 🤝 Cara x Adelaide United: "Adelaide United and Cara have announced a three-year agreement."

• ⚙️ Alpha Elite Gear x Newcastle Jets: "The Newcastle Jets are pleased to announce a partnership with Alpha Elite Gear."

Renewal

• ❤️ Advara HeartCare x Melbourne City FC: "We're pleased to announce that leading cardiology provider Advara HeartCare has extended its partnership with the Club for a further year 🤝"

Horse Racing 🐎

New

• 🎟️ Ticketmaster Australia x Brisbane Racing Club: "Brisbane Racing Club and Ticketmaster Australia are proud to announce an exciting new multi-year partnership, bringing world-class racing and ticketing platforms together to create a seamless end-to-end customer journey"

Renewal

• 🏇 Ladbrokes x Brisbane Racing Club: "Brisbane Racing Club (BRC) and Entain Australia & New Zealand are excited to share an exciting announcement: Ladbrokes has secured major sponsorship of the $3Million Stradbroke Handicap under a strengthened partnership agreement."

Olympics 🥇

New

• 🎢 Dreamworld x Australian Olympic Team: "Welcome to the Team Dreamworld AU Australia’s biggest and most diverse theme park is now the Official Theme Park Partner of the Australian Olympic Team."

Rugby League 👕

New

• 🎮 Big Ant Studios x Melbourne Storm: "Melbourne Storm is thrilled to announced a new partnership with Australian video game developer Big Ant Studios for the next four seasons."

• 🏉 Mid North Coast Rugby League x Newcastle Knights: "The nib Newcastle Knights and Mid North Coast Rugby League have formalised a comprehensive three-year partnership agreement, designed to strengthen rugby league development across the Group 2 and Group 3 competitions."

• 🏗️ The GPT Group x Newcastle Knights: "The nib Newcastle Knights and The GPT Group (Charlestown Square) have today announced an official partnership for 2026, combining two of the region’s most recognisable brands ⚔️"

Rugby Union 🏉

New

• 🏠 Friday Homes x Hurricanes: "The Hurricanes are proud to announce Friday Homes as the Exclusive New Home Construction Partner of the Hurricanes."

Renewal

• 🏥 Pacific Radiology x Hurricanes: "The Hurricanes are pleased to confirm the renewal of their partnership with Pacific Radiology, who continue as the club’s Official Medical Imaging Partner."

Tennis 🎾

New

• 🍝 De Cecco x Australian Open: "The Australian Open is pleased to welcome De Cecco as the tournament’s Official Pasta Partner in a new multi-year deal."

• 🎾 Various x AO Broadcast Sponsors (Nine): “Nine has today unveiled its partners and sponsors for the Australian Open 2026, headlined by major new signings, returning brands and world-class broadcast integration technology.”

Summary

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