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29th October 2025

Highlights

North Melbourne revealed 13Cabs as the Club’s newest platinum partner and official transport partner. The partnership provides a winter presence to complement their Melbourne Stars partnership; and wrestles sponsorship share from Didi, who entered deals with Victoria Racing Club, Geelong Cats, Adelaide Crows and Hawthorn FC in recent months.

Melbourne Storm announced Budget Direct as the Club’s new platinum partner – another major Rugby League Club deal in a third State after the newly-announced partnership with Perth Bears, and a longer-term partnership with the Dolphins.

Insurance was identified as a Category to Watch in Scout’s latest Intel monthly report, exclusive to Scout Pro subscribers. See the others by signing up to Scout Pro.

Food brands showed strong appetite for partnerships, with Latina Fresh x WNBL and El Paso x Melbourne Renegades and Glucojel x Netball Australia. The deals follow recent new partnerships for Birds Eye, Gelatissimo and Obela.

Brisbane Racing Club extended their partnership with Moet Hennessy, while Victoria Racing Club announced Diageo’s Don Julio. Wine and Spirits are particularly high-spenders in Racing, with both announcements citing luxury and experiences in their partnership plans.

Announcements this week

Australian Rules Football 🎽

New

• 🚖 13cabs x North Melbourne FC: "We're excited to welcome 13cabs as our newest platinum partner for 2026 and 2027! 🚖"

Renewal

• 🏗️ Plan Group x Geelong Cats: "Plan Group, who brought the Geelong Cats’ football department refresh to life - including the new AFLW Locker Rooms and the Club’s Parents Room - have continued their support of our AFLW program as Premier Partners in season 2025."

Basketball 🏀

New

• 🤝 RAW Group x Adelaide 36ers: "The Adelaide 36ers are proud to announce a new partnership with RAW Group, a 100% Aboriginal owned and managed company, as the club’s official Game Day Partner for our NBL26 Indigenous Round game 💙"

• 🤗 What Ability x Brisbane Bullets: "🙌 We’re thrilled to welcome What Ability as an official community partner for the Brisbane Bullets NBL26 season!"

Renewal

• 🚫 Reclaim the Game x Hoops Capital: "We are proud to share that Hoops Capital have re-signed our partnership with Reclaim the Game."

• 🌷 Drewitt's Bulbs x South East Melbourne Phoenix: "For the second season in a row, we have partnered with Drewitt's Bulbs as our presenting partner for our Indigenous Round game tomorrow night against the Sydney Kings. 🖤💛❤️"

• 💚 LoKAHI WELLNESS x South East Melbourne Phoenix: "We're excited to extend our partnership with LoKAHI WELLNESS for NBL26. 💚"

• 🎉 Damsel and Sprout x UC Capitals: "We are excited to announce the extension of our partnership with Damsel and Sprout for the 2025/26 WNBL season. 🧢"

• 🍝 Latina™ Fresh x WNBL: "The WNBL is proud to welcome back Latina™ Fresh as a Major Partner and Official Pasta Partner for the upcoming WNBL 2025/26 season."

Cricket 🏏

New

• 🌮 Old El Paso x Melbourne Renegades: "Melbourne Renegades are thrilled to announce a new partnership with iconic Mexican food brand Old El Paso™, who have joined the club as an Official Partner for the next two KFC BBL seasons."

• 🚗 Westside Auto x Perth Scorchers: "🔥 Welcome to the Scorchers family, Westside Auto! 🔥 We’re proud to announce a brand-new partnership with Westside Auto, marking their first-ever sports sponsorship and bringing together two proudly Western Australian brands united by shared values of community, inclusivity, and energy - both on and off the field."

Football ⚽

New

• 💪 Supplement Mart x Macarthur FC: "Macarthur FC are proud to announce their newest partnership with Supplement Mart, who will feature on the playing shorts for the Isuzu UTE A-League Men’s team and Academy teams for the 2025/26 season."

Renewal

• 🎓 University of Newcastle x Newcastle Jets: "The Newcastle Jets are delighted to announce a renewed and expanded three-year partnership with the University of Newcastle, strengthening the University’s support of the Club on the national stage."

• 🧼 Theme Group x Perth Glory: "Perth Glory is delighted to announce that Theme Group has reaffirmed its commitment to the club as a major partner for the 2025/26 A-Leagues Season."

Horse Racing 🐎

New

• 🍔 McDonald’s Australia x Victoria Racing Club: "The VRC is proud to announce their new partnership with McDonald’s Australia, which will see the iconic brand become the inaugural presenting partner of The Elms Live Stage at the 2025 Melbourne Cup Carnival."

• 🍸 Diageo (Don Julio) x Victoria Racing Club: "The Victoria Racing Club in partnership with Diageo is elevating the spirit of this year’s Melbourne Cup Carnival with the debut of the exclusive ‘Don Julio Golden Gallop’ cocktail."

Renewal

• 🍾 Moët Hennessy x Brisbane Racing Club: "Brisbane Racing Club and Moët Hennessy raise a glass to partnership extension 🍾"

Netball 🏐

New

• 🍬 Glucojel x Netball Australia: "The team at Glucojel are extremely excited to announce that we're officially partnering with Netball Australia in the bid for the 2032 Brisbane Games!"

Rugby League 👕

New

• 💸 Budget Direct x Melbourne Storm: "Melbourne Storm is thrilled to announce a game-changing partnership with Budget Direct, Australia’s most award-winning general insurer, as the Club’s first and only Platinum Partner."

• 🍺 Gage Roads x Perth Bears RLFC: "“Gage Roads embodies everything the Bears stand for: a commitment to local excellence with a national footprint. We are two WA companies getting together to back a bold national vision for rugby league.”"

Renewal

• 🙌 Zenn Ability x Penrith Panthers: "Panthers disability services provider Zenn Ability has renewed its partnership with the Panthers Foundation to support its Participation Pillar 🖤❤️💛💚"

Rugby Union 🏉

New

• 👕 Under Armour x NSW Waratahs: "Waratahs are proud to announce Under Armour, the global athletic performance brand and sports house, as their new official high-performance apparel partner."

• 🏡 First Homebuilders x Western Force: "🤝 We're proud to announce a new partnership with First Homebuilders which will see the home building company grace the sleeve of the Force jersey in 2026"

Other 🏟️

New

• 📸 Camera House x SportWest: "SportWest are delighted to announce a new partnership with Camera House Leederville, who join as the Official Photography Partner of the 2025 SportWest Awards."

Squash 🏸

New

• 🏸 Dunlop Sports x Squash Australia: "🤩 Squash Australia is excited to announce a new partnership with Dunlop Sports a globally recognised leader in racquet sports, to power its national junior participation program Squash Stars — Where squash begins and stars are made."

Triathlon 🏊‍♂️🚴‍♂️🏃‍♂️

New

• ⚡ Aid Station x AusTriathlon: "AusTriathlon is thrilled to announce a new multi-year partnership with Aid Station, a leading retailer of sports nutrition products, as the Official Nutrition Partner of AusTriathlon."

Summary

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