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

21st May 2025

Top announcements: 

⚡️ Port Adelaide Football Club announced Santos has extended its partnership with the club that will see its logo elevated to the club’s AFL guernsey as a co-major partner.

Scout Intel: The deal cements Santos’ position as the dominant player in the Energy category, also partnering with the Wallabies, Waratahs and Reds. Santos sits firmly above Woodside who renewed their Tier 1 partnership with the Dockers late in 2024.

🛩️ This week, Essendon Football Club welcomed Australian Unity as their Official Health Insurance Partner and Official AFL & AFLW Member Partner.

Scout Intel: Sponsorship spend from private health insurers (PHI) has grown over 20% in the last 12 months. Before the Essendon deal, Australian Unity was the largest private health insurer without a major partnership. See the Scout Pro deep-dive here.

🦘  North Melbourne and Mazda Australia Pty Ltd will continue their partnership for another three years, extending one of the longest-running sponsorships in Australian sport.

Scout Intel: Auto investment is particularly skewed towards AFL, reinforced by the Magpies’ recent Tier 1 deal with KGM SsangYong. 10 of the 18 teams now have a major auto partner.

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Deals from this week 

NEW/EXPIRED

🏉 “We are pleased to announce Resmed as the Official Sleep Partner of this year’s Qatar Airways British & Irish Lions Tour to Australia 🤝“

🏉 “Rugby Australia is pleased to welcome Cape Mentelle as the Official Wine Partner of the Wallaroos. The three-year partnership will see Cape Mentelle from Margaret River, WA become the official wine of the Wallaroos through to 2027.“

🏉 “We’re (Wellington Hurricanes) proud to announce our new partnership with Orthoplex, a leading name in practitioner-only nutritional supplements for the business end of 2025.“

🏉 “The Force have aligned with Theme Group in a partnership which will help fuel the Force men’s & women’s players“

🎽 “The Essendon Football Club is proud to announce Australian Unity as its Official Health Insurance Partner and Official AFL & AFLW Member Partner.“

🎽 “(Adelaide Crows) Fantastic to have the support of Acronis and OpSys Australia as we continue to enhance our cybersecurity posture and ensure its data is protected both on and off the field.“

👕 “Melbourne Storm is proud to announce a new multi-year partnership with Muscle Nation, who will become the Club’s Official Performance Partner.“

👕 “We’re (KOJO) proud to partner with the Gold Coast Titans to deliver end-to-end Sports Presentation for their home National Rugby League games at Cbus Super Stadium!“

👕 “Welcome Rosel Group 👏. We're proud to welcome the South East Queensland-based business as our Future Titans major partner for the next two seasons.“

🏐 “Netball NSW is proud to announce a new and exciting partnership with The Duke of Edinburgh's International Award - Australia, expanding opportunities for young people across the state to complete their Duke of Ed Level through meaningful involvement in netball.“

🏁 “We (Grove Racing) are excited to announce our partnership with Healthy Bodies Physiotherapy Vic“

🏐 “Proud to announce that 13cabs will be the Official Taxi Provider for the Fédération Internationale de Volleyball - FIVB Beach Volleyball World Championships, Adelaide 2025.“

RENEWALS/UPGRADES

🎽 “The Port Adelaide Football Club is proud to announce Santos Ltd has extended its partnership with the club that will see its logo elevated to the club’s AFL guernsey as a co-major partner.“

🎽 “North Melbourne and Mazda Australia Pty Ltd will continue their iconic partnership for another three years, extending one of the longest-running sponsorships in Australian sport.“

🏉 “The Queensland Rugby Union (QRU) is today delighted to announce a three-year extension, until the end of 2028, with trusted commercial partner Alliance Airlines.“

⚽ “We're (Melbourne City) delighted to announce a two-year extension to our partnership with Nostra Homes!“

Feature a partnership

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Partnership Opportunities

Netball Queensland is excited to announce a rare and unique opportunity to secure the venue naming rights for the Queensland State Netball Centre (previously Nissan Arena) - the home of netball in Queensland. Check it out here

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