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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.

We’ll be returning with the newsletter on 8th January 2025, but feel free to reach out to Mark or Alex with any questions.

Want to make sure your latest sponsorship is featured? Let us know here for a shoutout in our weekly wrap-up and a chance at a feature in Deal of the Week.

Enjoy!

18th December 2024

Deal of the week

Asahi Beverages x Australian Turf Club

Brand: Asahi Beverages

HQ: Japan (AU: Melbourne)

Category: Beer

Deal type: New

Context: Asahi Beverages has entered into a new multi-year partnership with the Australian Turf Club. Alcohol beverages included in the deal are Asahi Super Dry, Balter, 4Pines, Vodka Cruiser, and Great Northern Super Crisp. As well as beer, agreements cover soft drinks, water and coffee, at Randwick and other key courses.

About the Beer category

Beer is the seventh largest sponsorship category in Australia.

Sponsorship activity is dominated by (Asahi-owned) CUB and Lion, each with various sub-brands, plus smaller independent brewers.

Victoria Bitter, Tooheys and XXXX are the key brands used in NRL, while CUB is the clear leader in AFL, with limited vacancies across both codes.

XXXX has driven strong category tension in Queensland, with every QLD-based Club now listing a Beer sponsor.

The category had seen a small decline in sponsorship spend in the last 12 months, with Furphy pulling back its sponsorship activity and Carlton Draught’s exit as Caulfield Cup title sponsor.

However Asahi has increased its sponsorship presence under the Asahi brand, often covering lifestyle (non-alcohol) beverages too, with new deals in VIC (Western United), WA (Perth Glory), QLD (Reds) and NZ (Blues).

Their new deal with Australian Turf Club provides an ideal complement to this new portfolio, being in a new State (NSW) and new sport (Horse Racing), and replacing Lion (James Squire brand) after 32 years of partnership.

For more insights on the Auto, Beer and Car Hire categories, see Scout’s interactive dashboard examples.

Scout data/brands as listed on Club websites as of October 1st 2024

Want to make sure your latest sponsorship is featured? Let us know here for a shoutout in our weekly wrap-up and a chance at a feature in Deal of the Week.

Analyst Economy x Talent Economy wishes you a Merry Christmas and Happy New Year!

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Notable deals of the week

NEW

🏀 Home appliance and tech company Midea will help power the NBL for the remainder of the NBL25 season as they sign on as a partner.

🏉 The Cronulla Sharks will bring on steel reinforcement supplier Reozone in 2025 who will feature on the lower back of the NRL jersey.

🏏 The South Australian Cricket Association and Adelaide Strikers have announced a partnership with Bowlsome, a South Australian food manufacturer.

🏏 The Brisbane Heat have announced that Queensland home builder Plantation Homes will become an Official Brisbane Heat and Queensland Cricket partner, with their brand to be seen on the Heat’s playing and training pants this summer.

⚽️ Sydney FC has signed a new partnership with ZECO, the leading provider of high-performance grippy socks and shin pads. The deal follows a partnership with Newcastle Jets signed in October.

⚽️ Sydney FC has signed a new partnership with globally recognised Korean company, Nexen Tyre, as the club’s Official Tyre Partner.

🎾 Watchmaker Bulova has signed on as the Official Timekeeper Partner of the United Cup, Brisbane International, Adelaide International and Hobart International tennis tournaments.

🏉 The Hurricanes (Super Rugby) welcome Japanese multinational machinery company, Kubota, on board as the new home jersey sponsor for 2025 and 2026.

RENEWALS/UPGRADES

🏉 Wests Tigers have confirmed a large-scale partnership deal with global insurance giant, Zurich Financial Services Australia (Zurich). The new deal, which is both an extension and an upgrade, will see the Zurich name prominently positioned on Wests Tigers NRL (sleeve) and NRLW (sternum) jerseys for the next three seasons.

🎾 Piper-Heidsieck has confirmed that it will extend its partnership with the Australian Open for at least three more years up until at least 2027, extending on an already six-year partnership.

🎾 The Australian Open has announced CyberCX - Australian cyber security provider - has extended its partnership with Tennis Australia and will continue as the Official Cyber Security Partner of the Australian Open in 2025. This is the third year CyberCX will provide cyber security services to support the delivery of the Grand Slam.

🏉 The Canberra Raiders have announced Principal Partner Toyota Material Handling Australia (TMHA), through their Toyota Forklifts brand, has agreed to an extension to remain with the club until the end of 2027. Toyota Forklifts joined the Raiders family in 2021 and has adorned the front of the club's jersey since 2022.

⚽️ Perth Glory has announced that Boom Logistics has elevated its partnership with the club to become the principal partner of its A-Leagues Women’s Team for the next two seasons.

🏏 Homestar Finance has extended their partnership as Principal Partner of Sydney Thunder. The 3-year contract extension will see Homestar displayed on the front of the BBL playing shirt, cap and helmet. Homestar are also the club’s WBBL Official Partner, featuring on the back of the WBBL playing shirt, plus cap and helmet.

🏉 Transport for NSW has renewed its partnership with the Sydney Swans to continue to promote road safety to the state’s wider public. This year marks the 10-year anniversary of the partnership.

🏉 The Western Bulldogs have extended their partnership with the City of Ballarat for the next three years. The Bulldogs will play two home games per season for the next three years after inking a new deal with Visit Victoria and the City of Ballarat this week.

🏉 The South Sydney Rabbitohs have announced their partnership extension with Australian sportswear company, Classic Sportswear, until the end of 2030.

🏉 The Hurricanes have signed KIA through to 2026, bringing their partnership to ten years. See Scout’s interactive dashboard for more on Auto sponsorships in Australia.

Want to make sure your latest sponsorship is featured? Let us know here for a shoutout in our weekly wrap-up and a chance at a feature in Deal of the Week.

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