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

The need to know:

• Scout Pro Feature:  🏉 Last week, Queensland Rugby Union signed Bank of Queensland (BOQ) on a three year term, reigniting one of the Queensland Reds' most iconic partnerships. Read the full feature with Scout Pro.

• 🎽 "North Melbourne is proud to announce Intrepid Travel will join the club as premier partner for 2025 🌏 The partnership will see Intrepid Travel's branding proudly displayed on the club's AFL and AFLW playing shorts for the upcoming season. Intrepid Travel will also feature as the official travel and experiences partner of the club’s mid-season home games in Western Australia."

• 🎽 "The West Coast Eagles and APD Global are proud to announce a new partnership, built on a shared drive for innovation, leadership and progress… APD Global’s branding will feature prominently on the West Coast Eagles’ official coach and player media polo, game-day activations, digital content, and community initiatives, reinforcing its commitment to leadership and performance - both on and off the field."

• 👕 "Melbourne Storm … announced an exciting new partnership with Alinta Energy… Alinta Energy will have opportunities to learn about Storm’s successful leadership culture and how they have become a dominant force in a non-traditional NRL market. Alinta Energy will also be powering the players as they come on and off the interchange bench, with the Alinta Energy logo to be displayed on the bench for Storm home games."

• ⚽️ "McDonald’s have renewed their partnership with New Zealand Football, extending their support of the biggest team participation sport in Aotearoa New Zealand to over 25 years."

Check out the rest below.

Enjoy!

19th March 2025

Scout Pro Feature Deal

Bank of Queensland x Queensland Reds

Brand: Bank of Queensland

HQ: Brisbane

Deal type: New partnership

Scout Intel:

• Banking is one of the largest sponsorship categories, making up 4% of total sponsorship spend

• The Big Four banks are the biggest sponsorship spenders, favouring large national deals, in line with their market share. See previous articles for a deep-dive on banking market share, noting Bank of Queensland was one of the top 10 banks with no sponsorship.

• Deals skew towards Women’s properties (e.g. NAB AFLW, Suncorp Super Netball, ANZ Premiership Netball (NZ), CommBank Women’s Cricket Team, plus coverage across Men’s and Women’s teams in most deals). This gives Banks a platform to champion diversity and inclusion, building on reputational objectives, as well as reach.

See the rest of the analysis with a Scout Pro subscription…

Deals from this week

NEW/EXPIRED

🎽 "North Melbourne is proud to announce Intrepid Travel will join the club as premier partner for 2025 🌏 The partnership will see Intrepid Travel's branding proudly displayed on the club's AFL and AFLW playing shorts for the upcoming season. Intrepid Travel will also feature as the official travel and experiences partner of the club’s mid-season home games in Western Australia."

🎽 "The Western Bulldogs are pleased to welcome Scratch Pet Food as a partner of the Club… Scratch’s logo will be prominently displayed across Bulldogs signage throughout the 2025 AFL season, as well as on LED boundary signage at Marvel Stadium and the MCG during home games. "

🎽 "St Kilda Football Club is thrilled to announce that Australia’s leading online travel insurer, 1Cover, is now an official partner for the 2025 season… As the official travel insurance partner, 1Cover will provide St Kilda’s players, staff, and members with exclusive offers, ensuring Saints fans can travel with cover they can count on."

🎽 “The Magpies are thrilled to welcome Australian-owned timber and hardware company Bowens on board as a Major Partner. Joining as a partner in the category of Hardware Retailer, Bowens will support both the AFL and AFLW programs, with their logo featuring across signage on game day”

🎽 "The West Coast Eagles and APD Global are proud to announce a new partnership, built on a shared drive for innovation, leadership and progress… APD Global’s branding will feature prominently on the West Coast Eagles’ official coach and player media polo, game-day activations, digital content, and community initiatives, reinforcing its commitment to leadership and performance - both on and off the field."

🎽 "The West Coast Eagles have today announced a new partnership with leading salary packaging provider Paywise, further strengthening the club's connections with proudly Western Australian businesses. The new arrangement will see Paywise join the Eagles' family of partners, reflecting a shared commitment to excellence and community engagement across Australia."

🎽 "Gold Coast SUNS … announced My Cruises as the official Coaches Partner of the SUNS. The partnership will see the My Cruises branding featured heavily on Damien Hardwick’s coaching group, including coaches polos and signage in the coaches box on matchdays."

🎽 "We (Brisbane Lions) are proud to welcome MA Services Group for the 2025 AFL and AFLW seasons!"

🎽 "…(Melbourne Demons) are proud to welcome Inglewood Coffee Roasters as an Official Partner for 2025… Members can enjoy a $30 voucher towards their first Inglewood purchase"

👕 "Melbourne Storm is thrilled to announce a new partnership with MyDriveHero, Australia’s leading safe driving app, to promote and reward road safety and responsible driving."

👕 "Melbourne Storm … announced an exciting new partnership with Alinta Energy… Alinta Energy will have opportunities to learn about Storm’s successful leadership culture and how they have become a dominant force in a non-traditional NRL market. Alinta Energy will also be powering the players as they come on and off the interchange bench, with the Alinta Energy logo to be displayed on the bench for Storm home games."

👕 "New Zealand’s leading multimedia company NZME (New Zealand Media and Entertainment) has extended its association with the One New Zealand Warriors taking its partnership to 32 years. The deal locks NZME in as the Warriors’ exclusive entertainment and news audio partner as well as the club’s exclusive lifestyle, print and digital media partner."

🏉 "Bank of Queensland (BOQ) is joining forces with the Queensland Rugby Union (QRU) in an exciting partnership for the next three years, reigniting one of the Queensland Reds' most iconic partnerships. BOQ’s distinctive logo will be seen on the sleeve of the Queensland Reds playing jersey worn by both the men’s and women’s teams in all matches from this weekend onwards, and will be on the 2026 and 2027 training and warm-up apparel."

🏐 “Netball Queensland and the Queensland Firebirds announce exciting new partnership with Ray White Queensland… Importantly the partnership will feature active engagement across Netball Queensland competitions and carnivals, reaching clubs, associations, and local communities throughout Queensland with both organisations strong emphasis regionally... Under the agreement, Ray White’s trusted brand will feature prominently on the Firebirds’ 2025 playing dress during the upcoming Suncorp Super Netball season”

⚽️ "Sydney FC is delighted to announce a new partnership with Brazilian Style Imports, the Official importer of Guaraná Antarctica soft drink, which will see the Brazilian soft drink become the Official Soda of Sydney FC until the end of the season"

⚽️ "The Newcastle Jets are proud to welcome Euka Future Learning as an Academy partner for the 2025 season."

🏁 "We (Erebus Motorsport) are excited to welcome Young Timers Garage (YTG) as the primary partner on Cooper Murray’s #99 Chevrolet Camaro for the Australian Grand Prix!"

RENEWALS

⚽️ "McDonald’s have renewed their partnership with New Zealand Football, extending their support of the biggest team participation sport in Aotearoa New Zealand to over 25 years."

👕 "The Canterbury-Bankstown Bulldogs and BSc are proud to announce a new agreement that will extend their partnership until the end of the 2026 season, … (taking) the working relationship between Bulldogs and BSc to extend beyond a 23rd year”

👕 "The North Queensland Toyota Cowboys are proud to announce a two-year extension of our major partnership with BMD Group, continuing a long-standing collaboration which has been instrumental to the club’s success both on and off the field."

🎽 "Richmond is pleased to announce the continuation of its partnership with White Glove Mover."

🏐 "We (Adelaide Thunderbirds) can't wait to see Mr Fruchoc back at the Adelaide Entertainment Centre for our 2025 Season"

🏉 "We're (Wellington Hurricanes) stoked to partner with Forrest Wines for another season!"

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