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9th July 2025

Summary

Highlights

• Toyota renews with Cricket Australia for the next four seasons, cementing its position as the #1 sponsor in Australian sport. Its presence in Cricket will be further boosted in the upcoming Ashes summer, as the Shirt Front Partner for the England Cricket team.

• Another challenger brand enters the mix in Telco, with More Telecom signing as Sleeve sponsor of Sydney FC. Brands are using sponsorship to win customers in a fragmenting Telco market, with recent deals including Superloop (FA), Aussie Broadband (CA), Boost Mobile (AUSX), Dodo (Stars renewal).

• The Fitness category is showing signs of strength, with new partnerships for Anytime Fitness (Sydney FC) and VIVA Leisure (NSW Waratahs), following City Fitness (Netball NZ) and Revel Saunas (QRL) in recent months.

Announcements this week

Rugby League 👕

New

• 💡 Arc Energy Group x St George Illawarra Dragons: "We’re pleased to welcome Arc Energy Group Australia as an official partner of the Dragons for the 2025 season."

• 🧥 Superdry x Melbourne Storm: "Melbourne Storm is proud to welcome global fashion brand Superdry to the Club’s partnership family, joining as the Official Lifestyle Apparel Partner."

• 🚗 Tyrepower x Wests Tigers: "Wests Tigers are proud to welcome Tyrepower as an official partner of the club’s NRLW team for the 2025 season."

Renewal

• 🤝 Parbery Consulting x Canberra Raiders: "The Canberra Raiders are proud to announce the extension of their partnership with NRLW Foundation Sponsor, Parbery Consulting, for a further three years."

• 🥗 Lite n' Easy x Newcastle Knights: "The nib Newcastle Knights are proud to welcome Lite n' Easy back as a key partner for the third consecutive NRLW season - and for the first time, as a Sternum jersey partner."

• 🛡️ AVS Security x Gold Coast Titans: "Great to have AVS Security expand their existing partnership to now include our NRLW program alongside NRL, on the eve of our 2025 season kicking off."

Motorsport 🏁

New

• 🚙 Jaecoo x AUSX Championship: The new SUV brand has been named a Major Partner and the first-ever Official Vehicle Partner of the Boost Mobile Australian Supercross Championship for the 2025 season.

• 💎 BHP Mitsubishi Alliance x Matt Stone Racing: "Matt Stone Racing is pleased to announce a new partnership with BHP Mitsubishi Alliance (BMA) on Cameron Hill's #4 Chevrolet Camaro for the Townsville Supercars Championship round next weekend."

• 🛠️ Bosch Power Tools x Premiair Racing: "We’re proud to announce our new partnership with Bosch Power Tools, a globally respected name in engineering and innovation."

• 🌯 Chiko x Supercars: "Chiko is officially returning as a partner for the 2025 Repco Bathurst 1000."

• 🏨 Legacy Hotels & Apartments x Brad Jones Racing: "we're excited to welcome the Legacy Hotels & Apartmants to the team for this year's Adelaide 500."

Rugby 🏉

New

• 🏗️ Buildcorp x Rugby Australia: "Buildcorp has this week been unveiled as Rugby Australia’s major partner and naming rights sponsor of the Buildcorp Australian Schools and Junior Rugby Union Championships."

• 🚙 Defender x Rugby Australia: "Rugby Australia is proud to have Defender driving the #Wallabies as an official partner for the Qatar Airways The British & Irish Lions Tour."

• 🏋️ Viva Leisure x NSW Waratahs: "Viva Leisure one of Australia's largest fitness networks, becomes the Waratahs newest platinum partner for the remainder of 2025 and the 2026 season."

Football ⚽

New

• 🏋️ Anytime Fitness x Sydney FC: "We are excited to welcome Anytime Fitness Australia as a partner for the club’s much-anticipated friendly against global football sensations Wrexham AFC at Allianz Stadium on Tuesday 15 July."

• ⚖️ Gilton Valeo Lawyers x Sydney FC: "Sydney FC are pleased to announce Gilton Valeo Lawyers as the club’s Official Immigration Partner for the upcoming 2025-26 A-Leagues season."

• 📱 More Telecom x Sydney FC: "Sydney FC are proud to welcome Australia’s leading mobile and internet challenger brand, More, as the club’s Official Telecom Partner for the 2025/26 season."

• 👟 Dynasty Sport x Wellington Phoenix: "We’re proud to welcome Dynasty Sport as the new official apparel partner of the Wellington Phoenix!"

Horse Racing 🐎

Renewal

• 🍾 G.H. Mumm x Victoria Racing Club: "We’re thrilled to announce that G.H. Mumm will remain the official Champagne partner of the VRC and the Melbourne Cup Carnival through to 2028."

• 🎟️ Ticketmaster x Victoria Racing Club: "The Victoria Racing Club is proud to announce a 10-year partnership extension with Ticketmaster Australia the longest ticketing agreement in our club’s history."

Cricket 🏏

Renewal

• 🚗 Toyota x Cricket Australia: "Cricket Australia and Toyota Motor Corporation Australia have today announced a four-year partnership extension that will encompass all of cricket from the grassroots to elite level."

Basketball 🏀

New

• ❤️ Be Well Co x Adelaide 36ers: "Adelaide 36ers and Be Well Co team up for game-changing youth mental health and leadership program!"

AFL 🎽

New

• 🥑 Obela x Sydney Swans: "The Sydney Swans are proud to welcome Obela as an official partner, to offer delicious, nutritious snacks to fans throughout the 2025 AFL and AFLW seasons."

Venues 🏟️

New

• 💡 SEC Victoria x Melbourne Park: "We are pleased to announce Melbourne Park is now powered by the SEC’s 100% renewable electricity."

Netball 🏐

Renewal

• 🏗️ FDC Construction & Fitout x Netball NSW: "Netball NSW is proud to confirm that leading construction and fit-out company FDC is once again backing our Warada team for the 2025 First Nations National Netball Tournament."

Softball 🥎

New

• 🛠️ A.G. Coombs Group x Softball Australia: "Softball Australia is proud to announce a significant three-year partnership with leading building services specialist A.G. Coombs Group."

Hockey 🏑

New

• 🏅 Badges and Medals x Hockey Australia: "Hockey Australia are proud to be partnering with Badges and Medals , who will be supplying trophies, medals and medalions for all National Championships."

Paddling 🛶

New

• 🏛️ Penrith City Council x Paddle Australia: "Paddle Australia will team up with Penrith City Council for the 2025 ICF Slalom World Championships, continuing the strong partnership formed over 25 years ago."

Pickleball 🥒

New

• 🟩 Laykold x National Pickleball League: "The National Pickleball League (NPL) has announced a new partnership with Laykold, the world-renowned hard-court brand, as its Official Court Provider."

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