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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.

7th May 2025

Top announcements: 

🥧 Collingwood Football Club announced a new partnership with Korean Auto brand KGM SsangYong, signing as premier partner for the next three seasons.

Scout Intel: Collingwood is one the largest clubs in the country, by fanbase and commercial revenue. The partnership therefore positions KGM as a major player in the Australian car market – a strong signal of intent for a brand currently outside the top 20 Auto brands by share of market / search. Sign up to Scout Pro for the deep-dive:

🏉 NZ Rugby has partnered with Toyota as its Official Mobility Partner, taking training kit assets across the All Blacks, Black Ferns and other national teams.

Scout Intel: The partnership makes Toyota the clear market leader in sponsorship in Australia and NZ, as AFL Naming Rights partner, plus a top tier partner for Cricket Australia, Queensland Cowboys and Adelaide Crows. The partnership replaces Ford as NZR’s Auto partner of 30 years. With major new deals for market leader Toyota and challenger KGM, will there be a surge in competitive tension in Auto?

⚽ Football Australia has signed leading telecommunications provider Superloop as its official category partner for the Hahn Australia Cup.

Scout Intel: The broader Telco market is fragmenting - a trend also seen in Telco sponsorship as challenger brands compete for market share. The new deal marks a return to sponsorship for Superloop, and with a national property, having previously sponsored Port Adelaide and Supercars’ Adelaide 500. Aussie Broadband, another brand growing market share, also returned to sponsorship this year with Western Sydney Wanderers. See previous article (free) for a deep-dive on the Telco category:

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Deals from this week 

NEW/EXPIRED

🎽“Collingwood and KGM SsangYong steer towards the future with the Korean automotive manufacturer joining the black and white family for the next three years.”

🏉 “[NZ Rugby] are proud to announce our new partnership with Toyota New Zealand Limited! Toyota will become the Official Mobility Partner of the All Blacks, Black Ferns, Māori All Blacks, All Blacks Sevens, Black Ferns Sevens, All Blacks XV and New Zealand Under 20s, with Toyota branding to appear across training jerseys and various training kit for all national teams.”

⚽ “Football Australia today announces leading telecommunications provider Superloop as its official category partner for the prestigious Hahn Australia Cup.”

👕 “The Sydney Roosters are proud to welcome global consultancy firm ADAPTOVATE as the Club’s newest Platinum Partner, launching a strategic collaboration built on shared values of integrity, humility, and excellence.”

👕 “The Manly Warringah Sea Eagles are proud to announce an exciting new partnership with The Athlete’s Foot, one of Australia’s leading footwear retailers, renowned for its commitment to performance, fitting expertise, and community engagement.”

👕 “The Parramatta Eels are pleased to announce a new partnership with Oxen Sport as the Official Footwear Partner of the Club for the next two years.”

👕 “The Canterbury-Bankstown Bulldogs are excited to confirm a partnership with St Laurence's College Brisbane, establishing a dedicated training base for the Club's contracted players in South East Queensland.”

RENEWALS/UPGRADES

🏉 “The Wallabies are thrilled to confirm Flight Centre Travel Group has extended its naming-rights partnership of The Flight Centre Rugby Championship for a further three years.”

👕“Accor and The National Rugby League have extended their partnership, which will see the region’s largest hospitality group continue as the official accommodation partner of the NRL and NRLW until the end of 2027.”

🎽“Richmond Football Club is delighted to announce that National Storage has extended its partnership with the Club for an additional two years, which will mark a decade of collaboration between the two organisations 🤝”

🏐 “Adelaide Thunderbirds are excited to extend with Cobb's Hill Estate for another year 🥂💘”

⚽ “Brisbane Roar welcomes ZECO on board as the leading provider of high-performance grip socks and shin pads for the club's NPL program 💪”

🏀 “Basketball Australia is proud to partner with iAthletic on the new Boomers and Opals range! 🧵”

🎾 “Squash Australia is pleased to announce a new extended partnership with renowned sporting apparel brand, New Balance.”

🐎 “SkyCity have partnered with Auckland Thoroughbred Racing for the next two years, as the naming rights partner for the Christmas racing carnival.”

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