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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.

28th May 2025

Top announcements: 

🏏 Cricket Australia have announced Aussie Broadband as their Official Telecommunications Partner for the next three years.

Scout Intel: The Telco market is fragmenting, in terms of both market share and sponsorship investment, as challenger brands look to continue their growth. Sponsorship fragmentation has accelerated in recent months, with Aussie Broadband re-entering sponsorship with Western Sydney Wanderers and now Cricket Australia, while Superloop Broadband has signed with Football Australia. See how Telco share of sponsorship investment compares with share of market in a previous article here.

🐤 The Adelaide Crows have extended their partnership with BHP for a further three-years, to the end of 2028. BHP will remain Co-Major sponsor of Adelaide’s AFLW team.

Scout Intel: BHP is by far and away the leading Mining company by sponsorship investment, several times that of Fortescue and Rio Tinto. Mining is a top 5 investor in Women’s sponsorships, despite featuring outside the top 50 categories overall. Cricket is the only major sport without a sponsorship presence from the category, representing a key opportunity for a brand to reach sports fans during the summer months.

🌪️ Yokohama Tyre Australia has partnered with the Western Force for the Super Rugby Pacific season & the upcoming Lions tour game. Yokohama recently acquired Goodyear’s Off the Road tyre division. Goodyear, which has been a partner of the Force for several years, will retain its brand in Australia and will remain on the side panels of the Western Force jersey.

Scout Intel: Continental (AFL), Toyo (GIANTS and Sixers) and Pirelli (AO) are the leaders in sponsorship investment from tyre manufacturers. Bridgestone (Crows), Dunlop (Supercars) and BKT (Big Bash) round out the top sponsors. Although not a manufacturer, retailer Tyrepower is one of the most active brands in sponsorship across all categories.

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Deals from this week 

NEW/EXPIRED

🏏 “We are delighted to announce Aussie Broadband as Cricket Australia's Official Telecommunications Partner for the next three years.“

👕 “The NSWRL is pleased to announce that leading Australian insurance company GIO is back as a major partner of the organisation for the Westpac NSW Blues men's and women's State of Origin teams right through to grassroots Rugby League.“

👕 “The North Queensland Toyota Cowboys are proud to announce a new 12-month partnership with the Crisafulli Government to inspire more women to consider a career in manufacturing.“

🏉 “The famous global tyre giant Yokohama Tyre Australia has come on board to partner with the Force for the Super Rugby Pacific season & the upcoming Lions tour game“

🏉 “The Queensland Rugby Union (QRU) are proud to announce its partnership with leading Aboriginal and Torres Strait Islander program Deadly Choices ahead of this year’s highly anticipated Queensland Reds Indigenous Round.“

🎽 “Hawthorn has welcomed KOOKAÏ to the brown and gold family in 2025, with the popular women's fashion label joining the club as an official partner.“

🎽 “Hawthorn is excited to announce a new partnership with SKIPZ, a leading provider of skip bin hire operations across metropolitan Melbourne and Brisbane“

🎽 “We (Essendon Bombers) are proud to welcome Movinghub as the Club’s new VFL Co-Major Partner for the 2025 season.“

🎽 “North Melbourne is pleased to announce that Australian company SWAARM Global will be joining the club as an official partner. SWAARM is a global leader in developing protective headgear and body armour for contact sports and is quickly becoming renowned for its innovative range of products.“

🏃🏾‍♂️ “JAECOO, the bold new premium SUV brand redefining adventure and performance, has today announced a national partnership with the IRONMAN Oceania Triathlon Series for 2025. The brand has been appointed as the Official Motor Vehicle Partner and Official Supplier across all six races in the series, set to take place in iconic locations across Australia from May through December 2025.“

RENEWALS/UPGRADES

🎽 “Kuwarna’s (Adelaide Crows) partnership with BHP is set to extend beyond a decade with the Club signing a further three-year extension to the end of 2028. BHP will remain Co-Major sponsor of Kuwarna’s AFLW team, continuing its strong support for the growth of women’s football. As part of the partnership, BHP’s logo will feature on the AFLW playing guernsey.“

🏏 “We're (New Zealand Cricket) proud to have renewed our long-standing partnership with Ford NZ, continuing a relationship that’s been a cornerstone of New Zealand sport since 2009.“

👕 “Broncos supporters have triple the reason to smile following the Club’s contract extension with partner Complete Business Travel. To celebrate the two-year renewal of the partnership, the Broncos have announced three official ‘Fan Trips’ for season 2025.“

🏉 “The Queensland Rugby Union (QRU) are pleased to announce that premium sportswear provider Canterbury of New Zealand have extended their partnership with the QRU and Queensland Reds for a further three years, until the end of 2028.“

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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