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1st October 2025

Highlights

GWM joins Richmond FC as Joint Major Partner. Auto is the largest sponsorship category by spend, and has become even more competitive in the last 12 months with major moves from Toyota x NZ Rugby, plus challengers KGM x Collingwood, Polestar x Demons AFLW and BYD x Sydney Roosters.

Budget Direct has announced a new Major partnership with the 2027 NRL new entrant the Perth Bears. The partnership will provide Budget Direct with year-round coverage in WA, complementing their partnership with Perth Scorchers, with both providing national reach.

SIXT has signed as Front of Shorts partner for Macarthur FC. Amongst 7 deals, the Car Hire brand’s largest major partnership is with the Gold Coast Suns, with deep reach into QLD and the AFL heartland States. However, SIXT had less coverage in NSW, summer and football - making Macarthur an ideal fit to extend their sponsorship footprint.

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Announcements this week

AFL 🎽

New

• 🌴 Fiji x St Kilda FC: "St Kilda has secured a landmark partnership with the idyllic island nation of Fiji. 🌴"

• 🚘 GWM x Richmond FC: "Lights out and away we go 🚘 We’re going with more in 2026 with new Joint Major Partner, GWM Australia & New Zealand."

• ⌚ WHOOP x Brisbane Lions (AFLW): "The Brisbane Lions are proud to announce that WHOOP, the human performance company, will join the Club as an Official Supply Partner for the 2025 NAB AFLW season."

Rugby League 👕

New

• 🐻 Budget Direct x Perth Bears: "The Perth Bears have today made NRL history, announcing a record-breaking foundation partnership with Budget Direct, who will join the club as its inaugural Major Partner."

Renewal

• ✈️ Complete Business Travel x Brisbane Broncos: "We're very excited to have our partners at Complete Business Travel on board for another year 🤝"

Athletics 🏃

Renewal

• 🤝 Rio Tinto x Australian Athletics: "Australian Athletics and Rio Tinto have renewed and expanded their landmark partnership for a further three years, deepening a shared commitment to driving community engagement and promoting athletics at all levels."

Basketball 🏀

New

• 👟 Foot Locker x Sydney Kings: "We’re thrilled to announce Foot Locker as an official partner of the Sydney Kings! 🏀👟"

• 🌿 Blackmores Group x WNBL: "Blackmores Group, Australia’s leading natural health company, is proud to announce the beginning of a historic, new partnership with the WNBL..."

• 🏆 TCD Group x Basketball WA (WABL): "BWA welcomes TCD Group as WABL Naming Rights Partner. This multi-year agreement will see the league become the TCD WABL Championship from 2026."

Renewal

• 🎮 2K Games x NBL: "The NBL and 2K Games are excited to announce the renewal of their partnership for the Hungry Jack’s NBL26 season."

• 🚦 THINK! Road Safety x Adelaide Lightning: "We are proud to announce the return of THINK! Road Safety Partnerships Program as a key partner for the 2025/26 WNBL season 🙌"

• 🌿 Blackmores Group x NBL: "...in addition to the renewal of its successful collaboration with the NBL."

• 🛡️ SKG Services x Adelaide 36ers: "The Adelaide 36ers are excited to announce a new Major Partnership with leading Australian owned commercial cleaning, security, maintenance, and construction company SKG Services."

• 🤝 Multi Civil & Rail Services x Illawarra Hawks: "The Illawarra Hawks are proud to announce the return of Multi Civil & Rail Services (MCR) as a major sponsor and front-of-jersey partner for NBL26."

• 📦 Droppoint x Illawarra Hawks: "Droppoint, the Illawarra-based leader in Field Service Logistics and Inventory Management, is proud to extend its support of the Illawarra Hawks, announcing an expanded partnership for the 2025 NBL season."

Cricket 🏏

Renewal

• kookaburra Kookaburra Sport x Brisbane Heat: "The Brisbane Heat is proud to renew its enduring partnership with iconic brand Kookaburra Sport, announcing a continued sponsorship for the 2025–26 season."

Football ⚽

New

• 🚗 SIXT Australia x Macarthur Bulls FC: "Great to have you onboard 🤝 SIXT Australia."

• 🎟️ Flicket x Brisbane Roar FC (ALW): "Flicket + Football = a flawless fit 🎟️ Flicket join the club as the ticket supplier for our ALW team this season! 🦁"

• ⚕️ Lumus Imaging x Brisbane Roar FC: "We’re proud to welcome Lumus Imaging to the Roar family! 🦁🙌 The Lumus Imaging team join us as an official partner for the coming season 💪"

• 🤝 Corporate Alliance Group x Central Coast Mariners: "We are proud to welcome global leaders in payment and FX services, Corporate Alliance Group, on board as an Official Associate Partner of the club, ahead of the 2025/26 A-Leagues season 🤝"

• 🏨 Quest Apartment Hotels x Auckland FC: "Auckland FC fans now have a place to rest their head when on the road thanks to a new three-year partnership with Quest Apartment Hotels."

Renewal

• 🎨 Dulux x Melbourne Victory: "Melbourne Victory is pleased to confirm that Dulux has extended its partnership with the Club until the end of the 2026/27 season."

• 📱 OPPO x Wellington Phoenix: "Classic. Timeless. Wellington. OPPO extends their support for the Nix."

Paddling & Canoeing 🛶

New

• 🤝 Scape Australia x Paddle Australia: "Paddle Australia has announced its newest partnership for the ICF Slalom World Championships Sydney 2025, with Australia’s leading student accommodation provider signing on as an Event Partner."

Motorsport 🏁

New

• 🔧 National Auto Service x Erebus Motorsport: "We’re proud to sponsor Team Erebus at the 2025 Bathurst 1000 — and we’re just as proud to support independent mobile mechanics across Australia."

Summary

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