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Welcome to the Scout Newsletter, an exploration into the data behind the Australian Sport and Sponsorship Landscape.

This Week in Sponsorship is a weekly wrap up of the latest deals and renewals with a special focus on the Deal of the Week or other noteworthy sponsorship related topics. Check out previous articles.

For more sponsorship insights from Scout, including more articles, deep-dives and dashboard access, check out our services.

Enjoy!

12th Feb 2025

Deal of the week

Ray White Real Estate x Swans & Collingwood

Brand: Ray White

HQ: Brisbane

Deal type: New

Context: In the last week, Ray White announced two major new partnerships with AFL powerhouse clubs Collingwood Magpies and Sydney Swans. This week we explore a busy 12 months for Real Estate Agency partnerships, and why the deals help solve sponsorship challenges for Ray White.

About the Real Estate Agency category

There are are 45 Real Estate Agency sponsorships in Australia and NZ, across 34 unique brands. Deals tend to be lower tier partnerships in Clubland.

Spend has grown by more than 50% in the last 12 months, driven by several new deals for Ray White, plus other Clubland deals in Australia and NZ.

Why the deals address a sponsorship challenge for Ray White

Ray White has now become the sponsorship leader with major partnerships with the Sydney Swans and Collingwood Magpies. This better represents Ray White’s market leadership position in Australia - helping sports fans associate the brand as one of the largest in its category.

The new partnerships provide a geographic solution too. Before, Ray White’s sponsorship portfolio skewed towards SA (Power, and previously Adelaide United), and QLD (Lions); leaving relative weak spots in VIC and NSW.

The Swans and Pies deals significantly boost Ray White’s sponsorship share in NSW and VIC, as well as the other AFL States.

Pro feature: Quickfire Questions

What other sponsorship challenges exist in the category?

Which brands have recently seen partnerships expire (and may have budget available)?

Which teams offer Real Estate Agents clean air? (no sponsorships in their sport or State)?

Which teams offer the best chance to compete with competitors?

For answers and dashboard access to categories each week, sign up to Scout Pro…

Check out the full list of Scout Pro features

Notable deals of the week

NEW/EXPIRED

🏉 “Collingwood has welcomed Ray White Victoria & Tasmania to the black and white family, partnering with the real estate company for the next three years. Ray White Victoria & Tasmania joins as the Platinum Partner of the Collingwood Football Club in the category of Residential and Commercial Real Estate Sales and Leasing. Their iconic yellow logo will feature on the Club’s footballs used throughout AFL and AFLW training sessions and pre-game warmups.”

🏉 “We're thrilled to announce that Ray White, Australasia's largest real estate group, has joined the Sydney Swans. The three-year partnership will see Ray White become the Official Real Estate Agent of the Sydney Swans, a Premier Partner of the club’s men’s team and Official Partner of Sydney’s women’s team.”

🏉 “Fremantle Football Club is thrilled to join forces with WA’s born and bred natural gas retailer, Kleenheat, in a two-year partnership that will benefit the Club and Kleenheat customers. Underlying the partnership is a shared history as WA-grown challengers taking on established incumbents and the east coast. As part of this agreement, Kleenheat’s branding will feature prominently on the men’s training balls, training tees sleeves and media polos sleeves, ensuring strong visibility throughout the AFL season.”

🏉 “The Canberra Raiders are excited to announce an upgraded and extended partnership with iconic Canberra fitness brand Club Lime Gyms, which will see them feature on the club’s NRL jersey as a Major Partner in 2025 and 2026.”

🏉 “The North Queensland Toyota Cowboys are proud to welcome leading solar provider Green Energy Technologies as a Major Partner in 2025. In a multi-year deal, the North Queensland based solar company will support both the club and its community initiatives delivered through the Cowboys Community Foundation.”

🏉 “Auckland’s leading radiology provider Auckland Radiology Group has signed up as the One New Zealand Warriors’ official radiology partner. With 15 clinics in Auckland and Northland, Auckland Radiology will provide key services for the One New Zealand Warriors’ six teams this year in the NRL, NRLW, New South Wales Cup, Jersey Flegg Cup, SG Ball Cup and Harold Matthews Cup.”

🏐 “In a first for the Super Netball League Ltd, we're (Melbourne Vixens) joining together with the NSW Swifts and Netball WA & West Coast Fever to partner with Aware Super 🤝🩷. The collaborative partnership will see each club sport the fund’s logo on their bibs and dress fronts, and provide opportunities for netball fans to receive education and guidance on their super and retirement.”

🏉 “We're (Gold Coast Titans) proud to welcome EMF Australia as a new premier partner of the Titans for the next three seasons 🏋🏼‍♂️. The popular Gold Coast-born high performance brand will feature across the sleeve of the Titans NRL playing jersey as well as on the club’s NRL and NRLW training shorts.”

🏉 “Melbourne Storm are proud to announce an exciting new partnership with Australia's number one ladder brand, Bailey Ladders. The partnership will see the two brands aligned for at least the next two years, with promotion and engagement opportunities for supporters, members and corporate partners.”

⚽️ “Melbourne Victory is pleased to announce an exciting new partnership with Australian wellness brand, Hydrodol for the remainder of the 2024/25 A-Leagues season.”

🏉 “The Port Adelaide Football Club is proud to announce a new three-year Principal Partnership with Compnow. Underpinned by more than 24 years of providing IT support to AFL clubs nationwide, the partnership will see Compnow lead the IT support services across the club’s operations ⤵️”

🏀 “Basketball Queensland is excited to announce a new partnership with Goodlife Health Clubs, aimed at offering enhanced value to members across the state for the next 12 months. All BQ Members can now access 20% off any Goodlife Health Clubs membership, plus receive 2 weeks free on rego, reinforcing BQ's commitment to promoting health and wellbeing both on and off the court.”

⚽️ “We (Western United) are delighted to welcome Rebuild Health & Performance as the Official Physiotherapy Partner of our Junior Academy. We look forward to continuing to shape the future of the West with Rebuild's support 💚”

RENEWALS/UPGRADES

🏉 “We (Hawthorn Hawks) are thrilled to extend our long-standing and successful partnership with the Tasmanian Government for another two years - a place we have enjoyed a stunning winning record for more than two decades.”

🏉 “TPIL Lawyers is proud to announce the renewal of its partnership with Queensland Rugby League for a second consecutive year. This year we are the Presenting Partner of the officiating program for 2025 Statewide QRL Competition. This collaboration continues TPIL’s commitment to supporting grassroots and elite rugby league across Queensland.”

🏁 “Supercars welcomes Tyrepower’s return as the Official Tyre Retail Partner of the Repco Supercars Championship, as part of a new three-year agreement that will see the iconic Australian brand partner the Championship through at least 2027.”

🏐 “The Melbourne Mavericks are thrilled to announce the continuation of their partnership with kaboodle kitchen into its second year. The two-year partnership extension will see kaboodle kitchen deepen their engagement with players and fans across social media platforms and at match days.”

🏉 “The Gold Coast Titans are thrilled to announce the extension of their partnership with AVS Security, with the leading security solutions provider renewing their sponsorship for another three years.”

🏉 “We’re excited to announce that HD Projects have renewed their commitment as a Senior Partner of the Club for the upcoming season! 🎉 A proud Partner for over 20 years, HD Projects have been a valued member of our Partner community and a dedicated supporter of the Sea Eagles.”

🏁 “We (Grove Racing) are proud to announce the extended partnership with Gates Corporation, the leading manufacturer of application-specific fluid power and power transmission solutions.”

🏁 “We (Grove Racing) are pleased to announce the renewal of key strategic partnerships with our official suppliers: Pacific Ears, RYCO, Nu-Pure Beverages and Mechanix Wear. We thank our partners for their on-going support of our team into the 2025 Supercars Championship season!”

🏀 “The UC Capitals and Next Step Basketball are thrilled to announce the continuation of their partnership through the 2024/25 WNBL season.🏀Next Step Basketball are an active member in the Canberra basketball community across all levels of participation have been a proud sponsor of the UC Capitals for the last five seasons.”

OTHER NEWS

🏟️ “So fantastic to welcome students from the UNSW Indian Society, Bangladesh Society, and Pakistani Society to the Sydney Cricket Ground last week as part of the University's partnership with Venues NSW. It was an incredible day of cricket as students took part in the inaugural International Student Cricket Day competing for the Usman Khawaja Cup. Thrilled that we were able to work with our valued partner, UNSW, to facilitate an unforgettable experience for these students!”

🏁 “Introducing... Albert Park Unlocked 🔓. Albert Park Unlocked (F1 Australia Grand Prix) is program developed in partnership with the What Ability Foundation that offer fans with disability access to experiences on Friday and Saturday of the Grand Prix, including access to the Inclusive Pit Lane Experience. 💜”

🏃🏾‍♂️ “A special moment! Paralympics Australia CEO Cameron Murray recently presented Samantha Waters, General Manager of Sponsorships to our Official Partner Harvey Norman, with a Paris 2024 competition tank top signed by Paralympic champion Madison de Rozario🏅✨. Harvey Norman’s incredible support helped power the Australian Paralympic Team on the world stage, and this signed memorabilia is a token of our appreciation for their commitment to Paralympic sport. 💚💛 Thank you, Harvey Norman, for being part of the journey and backing our athletes to achieve their dreams! 🙌”

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