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15th October 2025

Highlights

In a busy period for Crypto, Swyftx has announced a multitude of new partnerships – naming rights partner of Super Rugby Men’s & Women’s; plus 5 x NZ Super Rugby Clubs, and the NZ Warriors. Together with partnerships with Brisbane Lions and NRL, Swyftx becomes the dominant player in Australian sponsorship, leapfrogging Crypto.com (AFL, having previously held 5 Club deals). With activity concentrated in winter, summer sports provide a unique opportunity for a Crypto brand to own a quieter market.

North Melbourne announced ChiQ as a new co-major partner for the next two seasons. Appliances / Consumer Electronics has been one of the fastest growing sponsorship categories in 2025 - see previous Scout Insights Report for more detail.

Cricket Australia extended its partnership with Woolworths for a further three years, continuing as naming rights partner of the grassroots Cricket Blast. The Supermarket category has been particularly active in SA in recent weeks, with Foodland partnering with Adelaide United (Shirt Front) and Adelaide Crows AFLW, and Drakes becoming major partner of Adelaide Lightning.

APD Global joins Perth Glory as back-of-shirt partner for the upcoming A-Leagues season. The partnership provides the WA-based engineering company with a year-round platform, alongside its new partnership with the West Coast Eagles through winter / spring.

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Announcements this week

Rugby Union 🏉

New

• 📈 Swyftx x Rugby Australia: "Rugby Australia is delighted to confirm leading cryptocurrency exchange Swyftx has signed on as official naming rights partner of the Super Rugby Pacific and Super Rugby Women’s competitions in Australia until the end of 2027."

• 📈 Swyftx x 5 NZ Super Rugby Clubs: "New national partner alert! The 5 NZ Super Clubs have joined forces with digital asset platform Swyftx."

Renewal

• ⚕️ Pacific Radiology x Crusaders: "Partnership update: Pacific Radiology extends partnership with Crusaders."

Basketball 🏀

New

• 🍷 Turkey Flat Vineyards x Adelaide Lightning: "Adelaide Lightning is raising a glass to a South Australian icon, Turkey Flat Vineyards joins us as our Official Wine Beverage Partner for the 2025/26 WNBL season."

• 🏠 Urban Rest x Adelaide Lightning: "Urban Rest joins us as our Official Player Housing Partner for the 2025/26 WNBL season 🏠⚡️"

• 🍊 Tangerine x Bendigo Spirit: "Bendigo Spirit is proud to announce a new two-year partnership with Tangerine 🍊 in a collaboration that will drive impact both on the court and in the community."

• 🏙️ City of Moreton Bay x Brisbane Bullets: "The Brisbane Bullets are proud to team up with City of Moreton Bay to strengthen local engagement and shine a national spotlight on Moreton Bay Central."

• 🎓 Trinity College x Brisbane Bullets: "We've established a partnership with Trinity College Beenleigh, opening the door for students to engage further with basketball and develop skills that will serve them for life."

• 💪 Snap Fitness x Melbourne United: "We are excited to announce that Snap Fitness Asia Pacific joined the club’s family of partners for the 2025-26 season."

• 🇺🇸 AUSA Hoops x Basketball Queensland: "Basketball Queensland has partnered with AUSA Hoops to help unlock new US college pathways for aspiring athletes across the state."

Renewal

• 💡 Dicolor x Adelaide Lightning: "Adelaide Lightning is proud to announce Dicolor's return as our Exclusive LED Signage Partner in a new three-year partnership through the 2027/28 season."

• 👷 Master Builders SA x Adelaide 36ers: "We are excited to announce that Master Builders SA has renewed its partnership with the Adelaide 36ers, with Thursday night's game against Phoenix to be the Master Builders SA Born to Build Tradie Round 👷🔨"

• 🚗 Europcar x NBL: "The NBL has today announced a renewed partnership with Europcar, confirming the brand as the Official Rental Car Partner of the Hungry Jack’s NBL through the end of the 2026–27 season."

• 💡 ActewAGL x UC Capitals: "The UC Capitals are excited to announce the return of long-term partner, ActewAGL, for the upcoming 2025–26 WNBL season."

Football ⚽

New

• ⚕️ nib x Newcastle Jets: "We're incredibly proud to welcome nib as the Principal Partner of our A-League Women's team."

• 🚀 APD Global x Perth Glory FC: "🚀 Glory signs an out-of-this-world partnership with APD Global! APD Global joins the Perth Glory family as our new back-of-shirt partner for the upcoming A-Leagues season."

• 🎥 Brightside Live x Perth Glory FC: "Perth Glory is proud to confirm Brightside Live as the club’s A-League Men's Coaches Partner and Official Sports Presentation and Event Partner."

• 🛒 Foodland Supermarkets Australia x Adelaide United FC: "Adelaide United is proud to announce Foodland Supermarkets Australia as our A-League Men’s Home Back of Shirt Partner for the 2025/26 season."

• 👷 Labour Connect x Western Sydney Wanderers FC: "Some moves are legendary. We are delighted to welcome Labour Connect to the Red & Black for the 2025/26 Season."

• ⚕️ Tāmaki Health x Auckland FC: "Auckland FC ball kids will be well-looked after this season thanks to a new partnership with Tāmaki Health."

• 🏢 Airmaster x Melbourne Victory FC: "Melbourne Victory is delighted to announce Airmaster as an Associate Partner of the Club for the next 3 seasons."

Renewal

• 💻 Comwire IT x Adelaide United FC: "Adelaide United is thrilled to announce that Gold Partner, Comwire IT has extended its partnership with the Club for a further four seasons..."

• 🍔 McDonald's x Sydney FC: "Macca & Macca headed to Maccas as we celebrate another two seasons with McDonald's 🤝"

• ⚖️ Turner Freeman Lawyers x Western Sydney Wanderers FC: "We are very proud to be continuing our Co-Major Partnership journey with Turner Freeman Lawyers!"

Motorsport 🏁

New

• 🛡️ Famous Insurance x Porsche Carrera Cup: "We are proud to welcome Famous Insurance Brokers as a major partner to the Porsche Paynter Dixon Carrera Cup Australia family."

• ⚡ Monster Energy x Boost Mobile AUSX Supercross Championship: "Monster Energy is back in a landmark move, taking the helm as Presenting Partner of the 2025 Boost Mobile AUSX Championship presented by Monster Energy..."

Renewal

• 🛢️ Penrite Oil x Grove Racing: "We’re proud to have Penrite Oil extend as our naming rights partner ahead of their 100-year anniversary! 🤝"

AFL 🎽

New

• 💡 CHiQ Australia x North Melbourne FC: "The North Melbourne Football Club is proud to announce a new major partnership with leading consumer electronics brand CHiQ Australia 🤝"

Renewal

• ⚕️ Victor Sports x Melbourne FC: "One of our longest serving partners has extended its support 🤝 Victor Sports has signed on for a further two AFL seasons."

Cricket 🏏

New

• 🎟️ Fever x Cricket Victoria: "Cricket Victoria is pleased to welcome Fever as the Official Ticketing Partner for our State Cricket teams!"

Renewal

• 🛒 Woolworths x Cricket Australia: "Cricket Australia (CA) and Woolworths Supermarkets have extended their partnership for a further three-years, reinforcing their shared commitment to fostering the next generation of Australian cricketers."

• 🏠 G.J. Gardner Homes NZ x New Zealand Cricket: "We're delighted to announce the renewal of our partnership with G.J. Gardner Homes NZ, extending for another year a relationship that champions cricket across Aotearoa from the elite stage to local communities."

• 🤖 Aiper x Sydney Sixers: "We’re thrilled to announce the renewal of our partnership with Aiper for another exciting season!"

Rugby League 👕

New

• 👕 Under Armour x Canberra Raiders: "The Raiders have joined forces with leading global athletic performance brand and Sports House, Under Armour, in a new five-year partnership."

• 📈 Swyftx x One NZ Warriors: "Club inks historic partnership with Swyftx"

Triathlon 🏊

New

• 🏠 Scape x AusTriathlon: "AusTriathlon is proud to announce Scape by The Living Company, Australia's leading residential platform redefining how people live, as the naming rights partner of the AusTriathlon VIP Marquee at the 2025 World Triathlon Championship Finals in Wollongong."

Softball 🥎

New

• ✈️ Corporate Travel Management x Softball Australia: "Softball Australia is pleased to announce a new three-year partnership with Corporate Travel Management (CTM) AU/NZ, an award-winning global provider of innovative and cost-effective travel management solutions."

Cycling 🚴

New

• 🛡️ Amy's Foundation x AusCycling: "AusCycling and cycling safety advocate Amy's Foundation are excited to announce a new three‑year partnership focused on reducing cyclist deaths and serious injuries nationwide."

Bowls ⚫️

New

• 🎰 KenoGO x Bowls Australia: "Bowls Australia is pleased to welcome KenoGO as a new partner of the sport, joining us across major national events and platforms..."

Horse Racing 🏇

New

• 🚗 DiDi x Victoria Racing Club: "DiDi buckles up for Cup Week as official rideshare partner"

Summary

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