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12th November 2025

Highlights

Allianz Australia becomes a Platinum Partner of the West Coast Eagles on a four-year term. The insurance category has been the most active in recent months, with RAA (partnering with Allianz) securing several major long-term partnerships in SA, and Budget Direct making five announcements in the last five weeks.

Geely Auto has entered the Australian sponsorship market with the Canterbury-Bankstown Bulldogs. The deal follows recent sponsorship activity for global car brands GWM, BYD, KGM, and Polestar, quickly growing share in the Australian Auto market.

Tasmania Football Club announced New Balance as the Club’s inaugural apparel partner. In the last 12 months New Balance has become the most dominant apparel player in Australia, with new partnerships including Western Force (announced last week), all eight Big Bash teams, GWS Giants, Melbourne Vixens and Newcastle Jets. Stand by for more apparel sponsorship activity as Cotton On’s 10-year partnership with the AFLW Clubs comes to an end in 2025.

The start of the WBBL has brought a raft of sponsorship announcements, with Lite n’ Easy committing to the Sydney Sixers and Melbourne Stars. Lite n’ Easy dominates sponsorship in the Prepared Meals category, also sponsoring 5 x NRL teams, but has no presence in AFL.

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Announcements this week

🎽 AFL

New

• 🛡️ Allianz Australia x West Coast Eagles: "We've teamed up with Allianz Australia!"

• 👟 New Balance x Tasmania Football Club: "Tasmania Football Club and New Balance are aligned in their drive to elevate sport and create impact in their community."

Renewal

• 🍔 McDonald's x Brisbane Lions: "Macca's run anyone? Locking in another five years with @mcdonaldsau as Premier Partner of our AFL men's team and Official Partner of our AFLW program has us saying… I'm lovin' it!"

• 📄 Opal x St Kilda Football Club: "St Kilda Football Club is thrilled to announce that long-term partner Opal has extended its commitment as Co-Major Partner of the Saints' AFLW program until the end of the 2027 season."

👕 Rugby League

New

• 🚗 Geely x Canterbury Bulldogs: “The Bulldogs are proud to announce a three-year partnership with Geely Auto Australia as the Club’s official vehicle, EV and apparel partner from 2026.”

• 🛡️ Budget Direct x Dolphins NRL: "The Dolphins are proud to announce Budget Direct as the club's Principal Partner for 2026"

• 🤖 ZKP x Dolphins NRL: "The Dolphins are excited to announce a new partnership with ZKP, a challenger brand at the forefront of blockchain and decentralized AI."

Renewal

• 💰 Picklebet x Penrith Panthers: "LOCKED IN 🤝🏽 Panthers is delighted to announce that Official Wagering Partner Picklebet has upgraded its partnership with the club."

🏏 Cricket

New

• 🎄 Balsam Hill x Brisbane Heat: "The Brisbane Heat has partnered with Balsam Hill, to deliver a magical Christmas experience for Brisbane Heat Members and Fans!"

Renewal

• 🍽️ Lite n' Easy x Melbourne Stars: "Lite n' Easy are set to fuel our WBBL season.. We are delighted to have extended our partnership for WBBL|11 and BBL|15."

• 🔑 SIXT x Melbourne Stars: The Melbourne Stars are proud to announce SIXT Car Rental as the club's official matchday presenting partner for BBL|15 and WBBL|11.

• 🎡 Merlin x Sydney Sixers: "Merlin returns as our Official Partner for both WBBL and BBL this season!"

• 🍽️ Lite n' Easy x Sydney Sixers: "Fuelled up for another summer with Lite n' Easy 💪"

• 🛡️ Budget Direct x Perth Scorchers: "Perth Scorchers are proud to announce that Budget Direct will continue as Major Partner into the WBBL|11 and BBL|15 season."

⚽ Soccer

New

• 🎧 JC Entertainment & Events x Newcastle Jets: "The Newcastle Jets are proud to announce JC Entertainment & Events as the club's Official Audio and Events Partner for the 2025/26 season."

• 🍷 Naked Wines x Sydney FC: "Sydney FC is delighted to welcome Naked Wines as a new club partner for the 2025/26 season, bringing together two communities united by passion, authenticity, and creativity."

• 🚚 Alvaro Logistics x Macarthur Bulls FC: "The Bulls are proud to announce Alvaro Logistics has joined the Club as a Senior Partner."

Renewal

• 🔑 Budget Rentals x Central Coast Mariners: "The Central Coast Mariners are proud to announce the renewal of their partnership with Budget Car & Truck Rental, extending a relationship that keeps the Coast connected"

🏀 Basketball

New

• 🏠 DECO Australia x Illawarra Hawks: "We're proud to welcome DECO Australia to the Hawks family for the 2025/26 NBL season!"

• 💸 NBL Group x Paywise: “The NBL Group is proud to announce Paywise as the Official Salary Packaging and Novated Lease Partner of the WNBL and Hungry Jack’s NBL.”

🏉 Rugby Union

New

• ⚡ Sumo Energy x Queensland Rugby Union: "The Queensland Rugby Union is excited to announce that Sumo Energy is to become the official naming rights partner of the Hospital Cup and Founders Cup through to the end of 2027."

• 📦 StoreLocal x Queensland Rugby Union: "As StoreLocal extend their Queensland Reds partnership for two more years, they farewell the Hospital Cup & Founders Cup"

• 🛒 FreshChoice Supermarkets x Crusaders: "The Crusaders are proud to welcome FreshChoice Supermarkets as a new partner. This new partnership is all about strengthening the bond between our team and the people who make our region special."

• 🧱 LEGO Group x The Blues: "There's something building at the Blues… A big welcome to our new partner the LEGO Group"

Hockey 🏑

Renewal

• 🤝 APM x Hockey Australia: "The Hockeyroos' push towards the 2028 Olympic Games has secured powerful backing, as global human services provider APM re-signs as a Major Partner for another three years."

Golf ⛳

Renewal

• 🎲 Crown Resorts x Australian Open (Golf): "Crown Resorts will take Australia's men's national open to new heights as the title partner of the 2025 Crown Australian Open to be played at The Royal Melbourne Golf Club from December 4–7"

Squash 🎾

New

• 🥤 Coca-Cola Europacific Partners x Squash Australian Open: "Squash Australia is excited to announce Coca-Cola Europacific Partners (CCEP) as an Official Supplier of the 2026 Squash Australian Open."

Summary

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