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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.

2nd April 2025  

Top announcements:

🏉 The Wallabies and The British & Irish Lions have announced that IHG Hotels & Resorts will be the official hotel partner of this year's British & Irish Lions Tour.

Scout Intel: This cements IHG as the second largest sponsorship spender in the Hotels category, behind Accor.

🏏 Qantas have signed on as Cricket Australia’s official Airline Partner for another three years, building on the already decade-long relationship. For the first time, Qantas branding will feature of the women’s team shirts and training gear for overseas matches.

Scout Intel: Despite Qantas’ market leading position, they still trail Emirates and Virgin when it comes to sponsorship investment.

🏇 Lexus Australia and the Victoria Racing Club will celebrate 25 years of partnership, securing the Lexus Melbourne Cup naming rights for another three years.

🎽 Hawthorn Football Club has announced a partnership with Local Brewing Co, a socially conscious brewery based in Clifton Hill, Melbourne.

Scout Intel: Every AFL team now has a beer sponsor.

Check out the rest below.

Deals from this week

NEW/EXPIRED

🎽 “In honour of Hawthorn Football Club's 100-year anniversary in the VFL/AFL, the club is thrilled to announce a partnership with Local Brewing Co, a socially conscious brewery based in Clifton Hill, Melbourne.“

👕 “The South Sydney Rabbitohs are thrilled to announce a new partnership with Element Live Productions as the Official Technical Productions and Event Solutions Partner of the Rabbitohs!“

🏐 “We’re (Melbourne Vixens) excited to welcome The Butcher Club on board as a key partner for the next two years 🤝“

🏐 “We're (Netball South Australia) stoked to welcome South Ave to the Tbirds family for 2025! 🍉🍍 Excited for a big season together at the Adelaide Entertainment Centre, including the launch of our South Ave Lounge VIP experience 🍽️ Lounge”

🏐 “The Melbourne Mavericks are excited to announce a new partnership with Master Builders Victoria (MBV) on the eve of the 2025 Suncorp Super Netball season.“

🏐 “Netball NSW is excited to announce a new three-year partnership with Acai Avenue. The Official Acai Supply Partners of Netball NSW until the end of 2027, Acai Avenue are passionate about people and committed to providing them with an exceptional experience with premium products.“

🏁 “Supercars is thrilled to announce a new partnership with leading Australian brand Snowy River Caravans, which will see the company become the official naming rights partner of the upcoming Snowy River Caravans Tasmania Super440.“

🏂 “🏆🏅 Snow Australia is excited to announce it has chosen Badges and Medals as its official medal and awards supplier for the next three years.“

🤸‍♀️ “Gymnastics Australia is proud to welcome Sylvia P Sportswear as our Official Gymnastics Wear Partner. An Australian brand with a strong legacy in gymnastics, Sylvia P will supply bespoke, high-performance apparel for the Australian Gymnastics Team—designed to support our athletes in both performance and confidence on the world stage.“

RENEWALS/UPGRADES

🏉 “The Wallabies and the The British & Irish Lions are pleased to confirm IHG Hotels & Resorts as the official hotel partner of this year's Qatar Airways British & Irish Lions Tour. The partnership builds on IHG's two-decade-long relationship with Rugby Australia and continues IHG's momentum working with exceptional partners to deliver once-in-a-lifetime experiences and exclusive access for its 145+ million IHG One Rewards members.“

🏏 “We're flying with Qantas for another three years ✈️. Having been Cricket Australia’s Official Airline Partner for more than a decade, the new agreement will see Qantas cement its support of women’s cricket, which has seen a surge in popularity and participation in recent years, inspired by the success of the national team. For the first time, the Qantas brand will now feature on all the women’s team shirts and training gear for overseas matches in addition to the men’s team from July 1 2025.“

🎽 “We (Port Adelaide Power) are delighted to announce Credit Union SA has extended its partnership with the club across the AFL and AFLW programs for the 2025 season 👏“

🏇 “Lexus extends Melbourne Cup partnership to 2027! Lexus Australia and the Victoria Racing Club are celebrating 25 years of partnership, securing the Lexus Melbourne Cup naming rights for another three years! 🏆“

🏇 “The Australian Turf Club is pleased to announce the extension of its longstanding partnership with one of the Hunter Valley’s most respected breeding operations, Vinery Stud Pty Ltd. , for a further three years.“

👕 “The Titans are proud to announce their long-standing partnership with Gold Coast's biggest bus operator Kinetic will continue for a further three years, extending to the end of the 2027 season.“

👕 “The North Queensland Toyota Cowboys are thrilled to announce the extension of our partnership with Elders Rural Services for a further two years, with the leading agribusiness upgrading to a Gold-tier Sponsor in 2025.“

👕 “Wests Tigers are proud to announce a new chapter in our partnership with GAVMANAK as they sign on as our official Membership Partner for 2025.“

🏊‍♀️ “Swimming Australia is proud to announce a new four-year swimwear & team apparel extension with the market leader arena that will push the long-standing partnership into an impressive second decade!“

⚽ “We're (Central Coast Mariners) thrilled to announce Coast Sport - Performance Health Services as a returning partner in our MCC program! With their exceptional physio services, Coast Sport plays a vital role in supporting the health and performance of our Central Coast Academy athletes 🤝“

🏐 “Netball WA are thrilled to announce that Hyundai Motor Company Australia will continue as the Official Vehicle Partner of Netball WA and West Coast Fever for a further two years.“

🏐 “The Melbourne Mavericks are thrilled to announce the continuation of their partnership with Hills (Hoist) for a second consecutive year.“

🏐 “Thrilled (Sunshine Coast Lightning) to partner with Unitywater again and for the first time, welcome them on board as our Official Community Partner ⚡“

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