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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.

The Scouting Report is a monthly long-form deep-dive covering topics of interest to the sponsorship industry. Check out previous articles 

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6th November 2024

Deal of the week

Canterbury-Bankstown Bulldogs x Wattyl Paint

Brand: Wattyl (Hempel Group)

HQ: NSW

Category: Paint

Deal type: New

Tier: 2 (Major)

Context: The Canterbury-Bankstown Bulldogs have announced Wattyl Paint as a major sponsor for at least the next two years, in what will be their first partnership with an Australian sporting team.

What do we know about the Paint category?

There are broadly considered to be four major paint brands in Australia, with Dulux clear leaders of the pack (per relative search numbers from Google), with more than 60% share of the market. Haymes, Taubmans and Wattyl round out the top 4, all grouped at 10-15% share.

Prior to the Bulldogs deal, Wattyl were the only major paint manufacturer without a sports sponsorship. Australian-owned Haymes currently leads in Share of Sponsorship, driven by a Major (Tier 2) deal with the Demons and two recently-signed lower-tier deals the the Wests Tigers and Cronulla Sharks.

The deal with the Bulldogs gives Wattyl a presence in sport and an opportunity to fight for market share with their key rivals, likely placing them alongside Taubmans (Tier 2 with Eels) for equal 3rd in the category for Sponsorship Share.

Where are the future opportunities?

All current Paint deals are with Eastern state teams, the majority of which compete in winter codes. Therefore, the category sees relative underinvestment in WA/SA and during the spring-summer months (especially January).

This under-investment in January is despite that month being a key time for customer activity. Google search for Paint brands peaks in January (and again in Sep-Oct), likely due to holidays. This is therefore a key time for the category to reach consumers, yet investment is lacking.

Could we see a brand like Dulux, which is under-represented in sponsorship relative to their overall size, take advantage of these trends? Perth Scorchers and Adelaide Strikers would be ideal suitors to dominate share in these markets, and in the important January period.

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Other notable deals

NEW

🏉 The Canterbury-Bankstown Bulldogs have announced Wattyl Paint as a major sponsor for at least the next two years, in what will be their first partnership with an Australian sporting team. Their logo will be shown on the sleeves of the Bulldogs’ NRL jersey.

🏉 Hawthorn Football Club has welcomed Superhero as a new premier partner of the club. As part of the lucrative long-term partnership, Superhero’s logo will feature on the back of the famous Hawthorn guernsey, as well as the front and back of the club’s high-performance training & off-field apparel.

🏉 The Sydney Swans have also announced a deal with Superhero as an Official Partner. The three-year agreement through until the end of 2027 will see Superhero become the naming rights partner of the Swans’ outdoor corporate box precinct at the SCG.

🏉 The GWS GIANTS are have announced a new landmark partnership with New Balance and Belgravia Sports Apparel in a joint venture. This partnership will not only showcase the players in high-performance gear but will also introduce exclusive retail and membership ranges available through the GIANTS Shop.

⚽️ Adelaide United has announced a new partnership with CG FinTech as the club’s Official Trading Partner, with their brand to feature on the front of the Men’s A-League Away Shirt for the 2024/25 season.

⚽️ Perth Glory has welcomed Boom Logistics on board as a major sponsor of its A-Leagues Women’s team and Coaching Staff for the 2024/25 season.

⚽️ Perth Glory have announced CPS as their printing partner for the 24/25 Season.

⚽️ Adelaide United have announced Rainbow Fresh as the front of shirt sponsor for their A-League Women’s warm-up shirts for the 2024/25 season.

⚽️ Melbourne Victory has announced Skechers as the Club’s Official Footwear Partner for the 2024/25 A-Leagues season. The global footwear giant will supply Melbourne Victory players and coaching staff with both football boots and sneakers for the upcoming season.

⚽️ Sydney FC has agreed a new partnership with SipEnergy, which will see the solar energy company become the back-of-shorts partner for the Sydney FC Men’s team for the 2024-25 season. The deal marks SipEnergy’s second with a Sydney A-League Club, having signed as major partner of Macarthur FC in August.

⚽️ Wanderers Foundation to partner with Beyond Care for All Abilities Hub at CommBank Stadium.

🏐 Queensland Firebirds have signed a deal with Baskin-Robbins, the brand’s first sporting partnership in Australia.

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