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

The need to know:

Scout Pro Feature:  🏉 Last week, the Cronulla Sharks signed international cryptocurrency exchange, Coinbase, as the club's new front-of-shorts NRL sponsor. Read the full feature with Scout Pro.

The Sharks also partnered with SIP Energy, building on the solar company’s recently signed deals with Sydney FC and Macarthur FC. The new deal brings a new fanbase in NRL, and a winter presence to their sponsorship portfolio, following new deals in the category for EPC Solar and Green Energy Technologies in recent weeks.

St. Kilda Saints partnered with Good Drinks Australia, bringing Miller Genuine Draft and Miller Chill to AFL for the first time on a multiyear deal. 17 of the 18 AFL Clubs now have beer sponsors, as well as 16 of the 17 NRL Clubs.

Collingwood Magpies welcomed Logistics provider Arrow Transport as an Official Partner, while Supercars has announced Xpress Fleet. The broader Logistics category has been one of the fastest growing in recent months with new deals for Boom Logistics, TML Transport, and DSV.

Check out the rest below.

Enjoy!

26th March 2025

Scout Pro Feature Deal

Cronulla Sharks x Coinbase

Brand: Coinbase

HQ: NA (remote-first company)

Deal type: New partnership

Scout Intel:

Whilst mid-pack (compared to other sectors) when it comes to overall sponsorship investment, Crypto companies tend to do large deals. This is consistent with other finance related categories (e.g. Banking or Non-Bank lending) where top tier deals can help demonstrate credibility to consumers.

There are 7 active brands across 12 individual partnerships, with Swyftx the only multi-property sponsor in the category. Coinbase’s new Sharks deal places them in 5th by spend, still significantly below other major competitors in Crypto.com, Swyftx and CoinSpot.

See the rest of the analysis with a Scout Pro subscription…

Deals from this week

NEW/EXPIRED

👕 "The Cronulla Sharks are pleased to announce a partnership with a leading international cryptocurrency exchange, Coinbase, as the club's new front-of-shorts NRL sponsor. The partnership sees Coinbase’s logo displayed on official club shorts worn by players for the 2025 National Rugby League Season."

👕 "Solar specialist SipEnergy will spark the Cronulla Sharks in 2025 after joining the black, white and blue family as an NRL shorts sponsor. The clean energy provider's logo will debut on the back-right of the NRL playing shorts…"

👕 "With the 2025 NRL season in full swing, Newcastle Airport is proud to partner with the Newcastle Knights for the 2025 NRL season sponsoring jersey number 5 (currently worn by winger Greg Marzhew) as part of the Knights Club17 initiative."

🎽 "St. Kilda Saints is proud to announce a new partnership with Good Drinks Australia, bringing the world-renowned beer brands, Miller Genuine Draft and Miller Chill to AFL for the first time. This exciting multi-year partnership will see Miller become the official beer partner of the Saints, with opportunities for fans to enjoy refreshing Miller Genuine Draft and Miller Chill at Docklands Stadium and club events."

🎽 "Geelong Cats and iconic Asian Sauce provider Lee Kum Kee are excited to partner together for the 2025 AFL season, welcoming Lee Kum Kee as a Premier Partner and the preferred Asian sauce provider of Geelong Cats."

🎽 "Collingwood Magpies is pleased to welcome Arrow Transport as an Official Partner under the category of Australian Port Cartage, Quarantine Warehousing and Transport Logistics Services."

🎽 "Collingwood Magpies is pleased to partner with the National Heavy Vehicle Regulator (NHVR) for 2025."

🏉 "Rugby Australia is excited to announce that Funlab has signed on as an official partner of Community Rugby for 2025."

🏉 "The Canterbury Crusaders International Academy have announced a new strategic partnership with Madak, a Seattle-based marketing agency who specialise in business strategy and brand development."

⚽ "Western United has entered into an exciting new partnership with Club Tarneit that is already changing the game in fan engagement. Located just a stone’s throw from Ironbark Fields on Leakes Road, Club Tarneit has already begun hosting the Western United Watch Parties for away A-League Men matches."

🏎️ "Supercars is proud to announce a new partnership with Xpress Fleet, naming them the Official Vehicle Logistics Partner of the Repco Supercars Championship for the 2025 and 2026 seasons."

🏑 "Polytan to become Official Turf Partner of Hockey Australia and Hockey One League."

🏓 "Table Tennis Australia (TTA) is excited to announce a new live streaming partnership with sports technology company, SportVot Australia, to provide cutting-edge live streaming services for TTA events. This exciting collaboration will increase the visibility of Australian table tennis and also create new opportunities for states and clubs to stream their major competitions at a cost-effective price point."

RENEWALS

🎽 "Sydney Swans extend partnership with Princess Cruises into 2026."

🎽 "St. Kilda Saints is thrilled to announce the extension of its partnership with the Greater Dandenong City Council."

🎽 “Crown Perth announced it will continue to partner with both WA AFL teams [Fremantle Dockers and West Coast Eagles], supporting sport and tourism in the state”

🏉 "Healthspan Elite have renewed their partnership with NZ Rugby, continuing as the Official Vitamin, Protein & Sports Nutrition Supplier."

👕 "We [South Sydney Rabbitoh] are excited to announce that Strata Republic has renewed their partnership for the 2025 season!"

👕 "The Canterbury Bulldogs are proud to announce the continuation of the Club's partnership with Young Academics Learning Centre for the 2025 NRL season."

🏐 "Netball WA and the CBH Group have renewed their partnership for 2025, reaffirming their commitment to regional Netball."

🏎️ "Penrite Racing is pleased to announce long-term sponsor Steadfast Group (Steadfast), is a Premier Partner for the team in 2025 and beyond."

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