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23rd July 2025

Summary

Highlights

• McGuigan Wines becomes the official wine partner of Cricket Australia. McGuigan instantly becomes a top sponsor in the category, following recent fragmentation, with many brands growing their presence (e.g. De Bortoli x VRC, Bleasdale x 36ers, Demons), while larger brands have reduced their sponsorship footprint (expiries for Treasury Wine Estates, Taylor’s, Penfolds)

• Miele joins the Hawthorn Hawks, in another Appliances partnership. The category has been one of the fastest-growing in the last 12 months, with Haier x Australian Open, Shark/Ninja x various, MyPlace x Eagles and many more. Check out Scout’s Landscape Insights Summary for more.

• Jackson Motor Company partners with Tasmania JackJumpers as the official vehicle sponsor, replacing the Tasmanian Mazda Dealership. Auto Retail is particularly heavily invested in Basketball, with 12 Auto Retail partnerships across the NBL / WNBL Clubs.

Announcements this week

Basketball 🏀

New

• 🚗 JMC-Jackson Motor Company x Tasmania JackJumpers: "We are proud to announce an exciting new partnership with leading Tasmanian automotive company JMC-Jackson Motor Company, who will help drive the club over the next two years as our official vehicle sponsor."

Renewal

• 🐝 RAA x Adelaide 36ers: "The Adelaide 36ers are thrilled to extend their long-standing partnership with RAA. It's great news for RAA members with more exclusive giveaways and discounts on offer in NBL26!"

• 🧘 TotalFusion x Brisbane Bullets: "We're delighted that the luxury health and fitness club will remain as a partner for NBL26, keeping the Bullets in peak condition physically and mentally."

Football ⚽

New

• 💊 Bargain Chemist x Auckland FC: "Auckland FC has partnered with Kiwi-owned discount pharmacy chain, Bargain Chemist. The deal will see Bargain Chemist become the Official Pharmacy Partner of the Black Knights... [and] the back of shirt sponsor for both home and away reserve shirts."

AFL 🎽

New

• ⛳ Curlewis Golf Club x Geelong Cats: "Geelong Cats are thrilled to welcome Curlewis Golf Club as an Elite Partner ahead of the 2025 AFLW Season. Jack Rabbit Vineyard will also continue as the exclusive wine partner for the upcoming AFLW season."

• 🐑 Woolmark x Tasmania Football Club: "Tasmania Football Club Launches Woollen Foundation Jumpers in collaboration with Woolmark (Australian Wool Innovation). The collaboration is part of Woolmark's Fibre of Football campaign."

• 🏠 Miele x Hawthorn Football Club: "Hawthorn’s new home is set to feature an extra layer of first-class features with leading appliance retailer Miele joining the club for its move to Dingley."

Cricket 🏏

New

• 🍷 McGuigan Wines x Cricket Australia: "Cricket Australia has announced McGuigan Wines, a global brand owned by Australian Vintage, will become our official wine partner. The multi-year partnership brings together two iconic brands."

Renewal

• 🏫 School Sport Victoria x Cricket Victoria: "Cricket Victoria is excited to announce a renewed partnership with School Sport Victoria running from 2025 to the end of 2028! This partnership will see both organisations collaborate to deliver opportunities for students to participate in cricket at all levels of school."

Rugby League 👕

New

• 🏛️ City of Logan x One NZ Warriors: "One NZ Warriors CEO Cameron George has announced a new partnership with the City of Logan to launch a high-performance academy and community program."

Renewal

• 🎲 Unibet x Sydney Roosters: Unibet Australia has extended its long-term partnership with the Sydney Roosters to include the club's NRLW team.

Motorsport 🏁

New

• 🤝 CSP International x FIM World Supercross Championship: "CSP International, specialists in commercialising strategic partnerships with brands and rights holders both in Australia and globally, is proud to announce an exciting new partnership with the FIM World Supercross Championship."

Squash 🎾

New

• 🏨 Rydges South Bank x Squash Australia: "We're excited to announce Rydges South Bank as the official accommodation partner of the 2026 Squash Australian Open."

Triathlon 🏃

New

• 🏅 Badges and Medals Group x AusTriathlon: AusTriathlon has announced a new partnership with Badges and Medals Group, which will become the Official Medal and Trophy Partner for all of AusTriathlon's owned events.

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