Good Morning,

This Week in Sponsorship is Scout’s free weekly wrap-up of the latest deals in Australian sponsorship. Check out previous articles, or sign up if you were forwarded this email.

For a free demo of 💻 Scout Platform, get in touch. It includes:

• 📊 Coverage of over 6,200 sponsorships across Aus, NZ and the Pacific

• 🔥 Hot Categories and Brands to watch

• 🤝 Brands to target for your club, based on audience matching

• 🤿 Dive into any of the 80+ sponsorship categories to extract the intel you need

16th July 2025

Summary

Highlights

• Polestar becomes the 26th car brand with a major Australian sponsorship with the Melbourne Football Club AFLW team. In doing so, the brand enters a proven market (Auto investment is especially high in AFL), while positioning itself as a “pioneer” as the first dedicated AFLW team Auto sponsorship.

   

• Superdry announces its second partnership in two weeks, with the Melbourne Storm and now Melbourne Victory giving the Clothing brand a foothold in two different sports and seasons.

• RAA joins the Adelaide Thunderbirds as official member partner, dominating the SA Insurance market with its partnerships across the Crows, Port, 36ers, and United. Insurance sponsorships typically skew towards Women’s codes, and towards Clubs (given synergies in reaching members), making the Thunderbirds an ideal match.

Announcements this week

Football ⚽

New

• 💧 Stanley 1913 x Sydney FC: "We are proud to announce an exciting new partnership with Stanley 1913, the global lifestyle brand... who will join the Sky Blues as a Major Partner and the club’s Official Hydration Partner ahead of the 2025-26 A-Leagues season."

• 👕 O'Neills Sportswear x Central Coast Mariners: "We are delighted to announce a new partnership with O'Neills Sportswear Australasia who become the club's Official Merchandise and Kit Supplier, in a multi-year deal."

• 🧥 Superdry x Melbourne Victory: "Melbourne Victory is pleased to announce a partnership with Superdry the official off-field apparel partner for the Club’s highly anticipated friendly match against Wrexham AFC."

Renewal

• 📱 Entelar Group x Wellington Phoenix: "We’re proud to announce the renewal of our partnership with Entelar Group – launching alongside our brand-new 25/26 A-League Men’s home kit... Entelar Group CEO Rajesh Singh says they’re proud to feature on the front of this season’s kit and continue their partnership with OPPO as principal partners."

• 🪁 Kite Projects x Adelaide United: "Adelaide United is proud to announce the continued partnership with Kite Projects who become the official front-of-shirt sponsor for the Club’s 2025 Hahn Australia Cup campaign and RAA National Premier League (NPL) team through to the end of 2026."

Expiry

• 🔌 Mitsubishi Electric x Western Sydney Wanderers: "We today acknowledge and thank Mitsubishi Electric Australia for their outstanding support over the past twelve years as the club’s official back of shirt partner. As Mitsubishi Electric concludes its back of shirt partnership, Western Sydney Wanderers now look ahead to welcoming a new partner into this prominent position."

AFL 🎽

New

• 🚗 Polestar x Melbourne Football Club: "Polestar joins Melbourne as the only dedicated AFLW automative partnership across the league."

• ⌚ LiveLife Alarms x Collingwood Football Club: "Collingwood are thrilled to collaborate with LiveLife Alarms and recognise the medical equipment provider as an official supporter of our community programs. The staff at the Magpie Nest Café have begun wearing LiveLife Alarms watches during their shifts..."

Renewal

• ❤️ Deadly Choices x Brisbane Lions: "We're extremely proud to reaffirm our partnership with Deadly Choices for 2025. Get your 715 Health Check, take control of your health and receive a Brisbane Lions x Deadly Choices shirt!"

Rugby League 👕

Renewal

• 🍺 Asahi Beverages x Sydney Roosters: "From Knock off to Kick Off - we're proud to extend our partnership with Asahi Beverages across the Sydney Roosters & Easts Group for a further 5 years. Cheers to that!"

Motorsport 🏁

New

• 💨 Airtouch x The Bend 500: Airtouch has been announced as the new naming rights partner for the Supercars enduro event, which will now be known as the Airtouch Bend 500.

• 🛠️ DEWALT x AUSX Open Supercross: "The Boost Mobile AUSX Open Supercross is proud to announce DEWALT as a Major Partner for the 2025 event, marking another exciting first for the championship... As part of the partnership, DEWALT will take Naming Rights to the “DEWALT Super Pole”."

Netball 🏐

New

• 🐝 RAA x Adelaide Thunderbirds: The Adelaide Thunderbirds have announced a three-year major partnership with RAA, who will become the club's official member partner.

• 🍦 Mr Whippy x NSW Swifts: "We are excited to announce that Australia’s favourite ice cream brand Mr Whippy Official has joined the Club as a Major Partner until the end of 2028! Thanks also to sister brand Metro Petroleum for the support."

Basketball 🏀

New

• 🍷 Bleasdale Vineyards x Adelaide 36ers: "The Adelaide 36ers have teamed with one of the state’s oldest and most iconic brands, with Bleasdale Vineyards signing on as the club’s official wine partner for the NBL26 season."

• 🎓 TAFE SA x Adelaide 36ers: "The Adelaide 36ers have partnered with TAFE SA to shine a light on the affordable, quality vocational education and training opportunities on offer in South Australia."

Badminton 🏸

Renewal

• 🤝 Disability Sports Australia x Badminton Australia: "Disability Sports Australia & Badminton Australia renew partnership to enhance accessibility! This collaboration aligns with our strategic aim to grow participation, by introducing badminton to new and more diverse communities."

Want more from Scout?

💻 Scout Platform provides full access to over 6,200 sponsorship deals across 80 categories. Reach out to Mark or Alex to learn more.

📊 Scout Pro provides subscribers with exclusive newsletter articles and insights reports, featuring key trends, brands and categories to watch.

Read the full version of the first Scout Pro Monthly Insights Report with a Scout Pro free trial. Cancel free within 2 weeks, otherwise $99 per month.

Other services

Are you hiring? Get in touch with our partner business, Talent Economy.

Partner with industry experts, Talent Economy, to unearth top talent across the Aussie media, sport, entertainment and marketing sectors. Head to talenteconomy.com.au, follow on LinkedIn or email [email protected].