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10th December 2025

Highlights

👟 Geelong Cats announced global sports fashion retailer JD Sports as its new Shorts partner. JD Sports sponsorship portfolio previously skewed heavily towards NSW, with top tier deals with NRL and Western Sydney Wanderers. The Cats deepen reach into Victoria and the AFL States, providing a more national footprint - and a presence in AFL.

🏦 Adelaide Strikers announced People First Bank has renewed its partnership with a particular focus on grassroots community. The bank’s other major partnerships include the Gold Coast Suns, Carrara Stadium and Western Bulldogs, providing a strong presence in QLD, and the AFL States (VIC, SA, WA, TAS), but a relative weakness into NSW. While the brand already boasts a strong sponsorship presence, a next partnership in NSW would boost their reach in this key market for People First.

🚗 One NZ Warriors have renewed their partnership with Snap Rentals for a further two years. Car Hire is currently one of the hottest categories, with recent new deals for Budget (Eels), Sixt (Bulls), Simba (Strikers), plus major renewals for Europcar and Everything Fleet (to name a few). Will other major players Hertz and Thrifty respond?

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Announcements this week

AFL 🎽

New

• 🤝 Aitken Partners x Melbourne FC: "Aitken Partners join the Dees 🤝 The heritage legal firm has signed on as the Official Legal Services Partner of the club."

• 👟 JD Sports Australia & New Zealand x Geelong Cats: "Geelong Cats are excited to announce a new partnership with global sports fashion retailer JD Sports Australia & New Zealand, with the Cats becoming the first AFL team to wear the iconic JD Roundel! 🤩"

• 🍇 Punt Road Wines x Richmond FC: "A partnership crafted on the same ground we call home 🏠 Richmond is pleased to welcome Punt Road Wines as the Official Wine Partner of the Club 🍇"

Renewal

• 💻 Comwire IT x Richmond FC: "We are excited to announce that Comwire IT have expanded their partnership with the Club, to become a Premium Partner of the Punt Road Collective."

• 🧱 The LEGO Group x Melbourne FC: "That's LEGO craft big boy 🧱 👋 Building another two seasons together as our Official Partner."

Rugby League 👕

New

• 🔥 Adept Fire Protection Services x Sydney Roosters: "To celebrate Adept Fire Protection Services partnering with the Sydney Roosters from 2026 as a Platinum Partner, they’re giving Roosters Members and fans the first chance to get their hands on a brand new 2026 Sydney Roosters Adidas NRL Home Jersey!"

• 👔 Dina Uniform Group x South Sydney Rabbitohs: "We are excited to welcome Dina Uniform Group as the Rabbitohs’ Official Suiting Partner from 2026."

• 🩹 Supertee x Parramatta Eels: "Parramatta Eels National Rugby League Club are proud to partner with Supertee to create the first professional club-themed hospital garment for young kids."

Renewal

• 🎡 Village Roadshow Theme Parks x Gold Coast Titans: "Two iconic Gold Coast brands will remain forged in partnership for a further two years with Village Roadshow Theme Parks (VRTP) extending their commitment to the Titans until the end of the 2027 season."

• 🚘 Volvo Cars Mosman x Manly Warringah Sea Eagles: "Manly Warringah Sea Eagles are excited to announce the extension and upgrade of their partnership with Volvo Cars Mosman, who will continue as the Club’s Official Car Dealership Partner for another year."

• 🏋️ Anytime Fitness x One NZ Warriors: "Anytime Fitness has locked in a third year as the One New Zealand Warriors’ official gym partner."

• 🩹 Beiersdorf (Elastoplast) x One NZ Warriors: "Global supplier Beiersdorf, with the Elastoplast brand, has been strapped in for another two years as the One New Zealand Warriors’ official sports tape supplier."

• 📸 Snap Rentals x One NZ Warriors: "Snap Rentals has extended its partnership with the One New Zealand Warriors for another two years."

Rugby Union 🏉

New

• 🎰 SkyCity Entertainment Group x NZ Super Rugby Clubs (5): "SkyCity Entertainment Group has announced an exciting new multi-year partnership as the official entertainment partner to the The Blues, Chiefs Rugby Club, Hurricanes, Crusaders and Highlanders"

Renewal

• 🟥 Sign Network Limited x Crusaders: "Thank you for being outstanding at making the Crusaders standout and for renewing our partnership!"

• 🚐 Everything Fleet x NSW Waratahs: "NSW Waratahs are delighted to confirm Everything Fleet has extended their platinum partnership as the club's official fleet rental partner until the end of 2026."

• 🍴 Theme Group x Western Force: "Theme Group has extended as a Major Partner of the Force for the next three seasons 🤝"

Motorsport 🏁

New

• 🏗️ ARC - The Australian Reinforcing Company x Brad Jones Racing: "We’re proud to announce a new partnership with ARC - The Australian Reinforcing Company for the 2026 season."

• 💥 BLAHST x Blanchard Racing Team: "We’re excited to reveal that Car #3 will now compete as LIQUI MOLY BLAHST Racing, following a significant multi-year deal with two exceptional partners."

• 🛢️ LIQUI MOLY Australia Pty Ltd x Blanchard Racing Team: "We’re excited to reveal that Car #3 will now compete as LIQUI MOLY BLAHST Racing, following a significant multi-year deal with two exceptional partners."

Renewal

• ⚙️ Gates Corporation x Grove Racing: "Heading into our fifth year of partnership with Gates Corporation! 🤝"

Basketball 🏀

New

• 🚗 Gerald Slaven x UC Capitals: "We are thrilled to have Gerald Slaven as our official automotive partner this WNBL season. 🚗"

• 🛌 Rydges South Bank x Brisbane Bullets: "We’re excited to welcome Rydges South Bank as the Official Accommodation Partner of the Brisbane Bullets for the remainder of the season."

Renewal

• 🌴 Experience Gold Coast, QLD Gov. (through TEQ) x Basketball Australia (Foot Locker ASC): "We’re thrilled to extend our partnership with Experience Gold Coast the Queensland Government through Tourism and Events Queensland to keep the Foot Locker Australian School Championships on the Gold Coast for three more years."

Football ⚽

New

• 🥚 Henergy Eggs x Auckland FC: "Egg brand Henergy Eggs has partnered with Auckland FC to fuel the players on and off the pitch."

• 💧 PURE Sports Nutrition x Wellington Phoenix: "Now fuelling the Phoenix Men’s, Women’s, and Academy teams – we are beyond excited to welcome PURE to the Phoenix whānau."

Netball 🏐

New

• 🏗️ QEBS PTY LTD x Sunshine Coast Lightning: "Welcome to our 2026 Pathways Partner, QEBS PTY LTD!"

Renewal

• 🤝 Victorian Government & Latrobe City Council x Melbourne Vixens / Netball Victoria: "We're proud to partner with the Victorian Government and Latrobe City Council once again to bring a range of elite, pre-elite and pathway netball activity to Gippsland."

Cricket 🏏

New

• 🧼 Wet & Forget x New Zealand Cricket (NZC): "Welcome, Wet & Forget! Iconic Kiwi business Wet & Forget has partnered up with NZC to become the front-of-shirt sponsor for the upcoming Super Smash season."

Renewal

• 🏦 People First Bank x Adelaide Strikers: "Cricketers from local clubs in South Australia will have a unique chance to be in the match-day spotlight this year as People First Bank renews its major partnership with the Adelaide Strikers for the WBBL and BBL seasons ahead"

Rowing 🚣‍♀️

Renewal

• ⛏️ Hancock Prospecting x Rowing Australia: "Rowing Australia is proud to partner with Hancock Prospecting and are grateful for the unwavering support of our Patron, Mrs Gina Rinehart AO, whose commitment is for our Olympians and Paralympians, for our Rowsellas, and for the future of rowing in Australia."

Swimming 🏊

New

• 🍞 Bakers Delight x Swimming Australia: "Swimming Australia is proud to partner with Bakers Delight and welcome them to the swimming community’s 5am club!"

Golf ⛳

New

• 🎰 Tabcorp x Golf Australia: "Golf Australia's new partner Tabcorp to enhance fan engagement at flagship events"

Summary

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