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

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4th February 2026

Highlights

Automotive software startup AutoGrab has signed as Official Ball and Training partner of Essendon Football Club to support their next phase of growth. As an Auto-related company, AFL provides the ideal opportunity to enter a sport synonymous with car partnerships, but in a non-competitive category.

It follows recent sponsorship activity for software companies (e.g. solar specialists Formbay x Wests Tigers, CRM software Zoho x Auckland FC, and social media moderation software Areto Labs x Melbourne Victory).

Elsewhere, Quick Service Restaurants showed healthy appetite for long-term partnerships, with KFC, McDonalds and Hungry Jack’s all signing deals to 2030.

KFC renewed as one of Collingwood’s five Premier Partners on a five-year term.

Meanwhile, McDonald’s was announced as an inaugural partner of the Perth Bears for three years from 2027.

The moves follow last week’s news of Hungry Jack’s renewal with the Adelaide Crows through to 2030.

See more of the major moves in the latest Scout Pro monthly insights report.

• Which brands were the biggest new entrants in sponsorship in the last month

• Which categories are growing fastest?

• Which have seen most activity?

Find out in the February Insights Report (Scout Pro subscription required).

Summary

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Announcements this week

AFL 🎽

New

• 🏉 AutoGrab x Essendon FC: "The Essendon Football Club are excited to announce that AutoGrab will be joining the Club as the Official Training and Warm-Up Ball Partner 🏉"

• 💊 BSc x Western Bulldogs: "We're excited to welcome BSc to the Bulldogs' family as our official Sports Nutrition Supplement Partner. As part of the partnership, BSc will supply sports nutrition supplements to both the AFL and AFLW programs for the next two seasons."

Renewal

• 🍗 KFC x Collingwood FC: "Another five years of our iconic collab, KFC 🍗🤝 We're excited to extend our partnership with KFC, with the household brand renewing its commitment to the black and white for a further five years 🙌"

• 🩹 Elastoplast x West Coast Eagles: "We are proud to confirm we have resigned with the West Coast Eagles as their official tape supplier!"

Rugby League 👕

New

• 🛡️ Flip Insurance x Manly Warringah Sea Eagles: "The Manly Warringah Sea Eagles are proud to announce Flip Insurance as the Club’s Major Pathways Partner and Official Accidental Injury Insurance Partner."

• 🪧 Signarama x Manly Warringah Sea Eagles: "We are proud to welcome Signarama as the Manly Warringah Sea Eagles’ Official Signage Partner in a new multi-year partnership 🤝"

• 🍟 McDonald's x Perth Bears: "We are proud to announce McDonald's as a Major Partner ahead of our 2027 debut season."

• 📦 National Storage x Queensland Rugby League: "Queensland Rugby League is proud to welcome National Storage as an official partner for the 2026 to 2028 seasons."

Renewal

• 💊 Maxigesic x One NZ Warriors: "Market-leading Kiwi pain relief brand Maxigesic has re-signed for another two years 🤝💙❤️💚"

Rugby Union 🏉

New

• 👔 Eden Park Paris x Crusaders: "From 2026, Eden Park Paris will become the official lifestyle partner of the Crusaders."

• 📷 Sony x Crusaders: "The Crusaders are thrilled to welcome global technology powerhouse Sony into the whānau, forming an innovative new partnership built on world class performance, relentless innovation, and a passion for capturing moments that matter!"

Renewal

• 📺 FBC x Fijian Drua: "The Fijian Drua and Fiji Broadcasting Corporation (FBC) has today announced a renewed broadcast partnership for the next three seasons of Shop N Save Super Rugby Pacific."

• ⚡ Musashi x Hurricanes: "We’re excited to confirm a two-season partnership renewal with Musashi as the Official Protein and Supplement Supplier of the Hurricanes Men’s and Women’s teams."

Motorsport 🏁

Renewal

• 🎮 Next Level Racing x Motorsport Australia: "Motorsport Australia is pleased to announce that Next Level Racing has renewed its Esports partnership for 2026... Next Level Racing will remain the Official Esports Racing Cockpit Partner of Motorsport Australia."

• 🛞 Dunlop x Supercars: "The iconic tyre brand continues as the Official Tyre Sponsor and Supplier of Supercars — Five-year extension sees DUNLOP and Supercars put rubber to the road"

Basketball 🏀

New

• 🏳️‍🌈 Melbourne Spectres x Melbourne United: "We are very excited to welcome Melbourne Spectres Basketball Club as an official community partner for the remainder of NBL26, and all of the NBL27 season!"

• 📱 The Pass x NBL: "The partnership sees The Pass become the Official Hospitality Partner of the NBL, giving fans and players even more ways to connect and celebrate the game they love, both on and off the court."

Soccer ⚽

New

• 🩺 Health Partners x Adelaide United: "Adelaide United is delighted to announce Health Partners as an Official Silver Partner for the remainder of the 2025/26 season."

Renewal

• 👟 Under Armour x Sydney FC: "Sydney FC is proud to announce the extension of its long-standing partnership with global athletic performance brand Under Armour. The new three-year agreement will see the two organisations reach a decade of collaboration – one of the longest apparel partnerships in Australian football."

Venues 🏟️

New

• 🍷 Vinarchy x Marvel Stadium: "We’re proud to welcome Vinarchy as the Official Wine Partner of Marvel Stadium. Commencing in January 2026, this four-year partnership places Barossa-born Grant Burge Wines at the heart of Australian sporting culture..."

Golf 🏌️

New

• 🍺 Hahn x Ripper GC: "Hahn has announced a new partnership with the all-Australian LIV Golf team, Ripper GC... becoming an official sponsor of the team led by world number three Cameron Smith."

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