Good Morning,

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

Problems with how this email displays? Click Read Online (top right)

For a free demo of 💻 Scout Platform, get in touch. It includes:

• 📊 Coverage of over 6,200 sponsorships across Aus, NZ and the Pacific

• 🔥 Hot Categories and Brands to watch

• 🤝 Brands to target for your club, based on audience matching

• 🤿 Dive into any of the 80+ sponsorship categories to extract the intel you need

6th August 2025

Summary

Summary of Announcements

Highlights

Westpac becomes the biggest investor in sponsorship from the Banking Category with its new partnership with Cricket Australia. The bank has gone from no major sport sponsorships in 2022 to sponsorship leader with National Rugby League, NSW Rugby League Ltd, Queensland Rugby League and now Cricket.

The partnership will help target new Australians, with cricket nations UK, India and New Zealand amongst the top overseas countries of birth. Commonwealth Bank had previously sponsored Cricket for 37 years, helping the bank gain 62% market share amongst migrants vs 9% for its nearest competitor.

See previous Banking deep-dive here.

New Brisbane Roar partner Papa Macros becomes the 11th sponsor in the Prepared Meals category, dominated by Lite n’ Easy, with recent new deals for Athlete’s Nutrition and Bowlsome. There are now 10 partnerships in NRL/A-League, but none in AFL - an opportunity for clean air in the category.

Tangerine renews with the Melbourne Renegades, following other recent Telco moves in summer sports (More x Sydney FC, Aussie Broadband x Cricket). While Telstra dominates sponsorship in winter due to AFL and NRL, the summer period is extremely fragmented, allowing challenger brands to gain market share.

Check out Scout’s previous Telco category deep-dive, including how sponsorship has impacted share of search.

Announcements this week

Cricket 🏏

New

• 🏦 Westpac x Cricket Australia: "Westpac 🤝 Cricket Australia. One of the most significant partnerships in Australian sport will see Westpac and CA join forces to support the growth of Australia’s national sport across all levels of the game."

• 🏞️ Fraser Coast Regional Council x Queensland Cricket: "Queensland Cricket is proud to partner with the Fraser Coast Regional Council to bring the Queensland Bulls back to Maryborough for the first time in nearly 30 years."

• 🏨 Majestic Hotels & Apartments x Adelaide Strikers: "The Adelaide Strikers are excited to announce Majestic Hotels & Apartments as the Official Accommodation Partner of the Adelaide Strikers ahead of the upcoming Weber WBBL|11 and KFC BBL|15 seasons!"

Renewal

• 🍊 Tangerine x Melbourne Renegades: "Tangerine is pumped to renew our platinum partnership with the Melbourne Renegades for WBBL|11 and BBL|15. We’re all about bold thinking, community and doing things differently. The Renegades bring that same energy to the pitch."

AFL 🎽

New

• 🔨 Treu Construct x Western Bulldogs: "We are pleased to announce that current partner Treu Construct has become the AFLW team’s new top of guernsey partner."

• 🏗️ CITB South Australia x Port Adelaide FC: "The Port Adelaide Football Club is proud to announce a new partnership between the Construction Industry Training Board (CITB South Australia) and the club’s not-for-profit Empowered program, delivered by Power Community Limited."

• 🎮 2K Games x Hawthorn FC: "Hawthorn is excited to be supporting leading video game creator, 2K Games and the release of its brand-new offering, ‘Borderlands 4’."

Basketball 🏀

New

• 🌴 Experience Gold Coast x Basketball Queensland: "We’re excited to announce our partnership with Experience Gold Coast to deliver the CBSQ Major Tournaments at Coomera Indoor Sports Centre in 2025 & 2026."

Renewal

• 🚗 Ford Dealer Network x Basketball Australia: "we’re delighted to announce that Ford Dealer Network have extended their Major Partnership with Basketball Australia."

• 🎨 Supercurious x UC Capitals: "Welcome back to our long-time creative partners Supercurious, we're proud to have you on board for another season! 🤝"

• 🛁 Beaumont Tiles x Melbourne United: "We are excited to announce that Beaumont Tiles have extended their partnership with our club through the NBL26 season."

• 🏢 AND Property x SEM Phoenix: "We're excited to announce the extension of our partnership with AND Property for NBL26. 💚"

Rugby Union 🏉

New

• ☁️ Amazon Web Services (AWS) x New Zealand Rugby: "Amazon Web Services (AWS) New Zealand Limited and New Zealand Rugby have signed a new agreement to use AWS technology to elevate connections with millions of fans worldwide and support its high-performance data analytics programme."

Football ⚽

New

• 🏠 Brolen Homes x Macarthur Bulls FC: "The Bulls are proud to announce a new two-year partnership with Brolen Homes."

• 🍽️ Papa Macros x Brisbane Roar: "We’re thrilled to officially welcome Papa Macros to the Brisbane Roar family! 💪🍽️ As our official training meal provider for the 25/26 season, the team at Papa Macros will be fuelling our men’s and women’s players and staff..."

Renewal

• 📺 oOh! Media x Newcastle Jets: "The Newcastle Jets are proud to announce their partnership with oOh! Media will continue for the 25/26 season."

• 📺 WIN Television x Newcastle Jets: "The Newcastle Jets are delighted to announce WIN Television as an official media partner for the next two years."

• 🎙️ Southern Cross Austereo (SCA) x Newcastle Jets: "The Newcastle Jets are delighted to announce Southern Cross Austereo (SCA) as a Media Partner for the 2025/26 season"

• ⚓ Port of Newcastle x Newcastle Jets: "The Newcastle Jets are pleased to announce the Port of Newcastle will be extending their long-standing partnership with the Club for the 2025/26 season."

• 🧦 ZECO Sports x Newcastle Jets: "The Newcastle Jets are pleased to welcome back ZECO Sports as the official Grip Sock and Shin Pad partner for the next two seasons."

• 🏋️‍♂️ Club Lime Gyms x Western Sydney Wanderers: "Club Lime Gyms is back on board for two more seasons!"

Rugby League 👕

New

• 🛁 Bath Haus Cronulla x Cronulla Sharks: "The Sharks are excited to announce Bath Haus Cronulla as the Official Recovery Partner of the NRLW team, ensuring the players are constantly rejuvenated and ready to perform at their peak."

• 🗺️ Greater Northern Region x Newcastle Knights: "The nib Newcastle Knights have signed a Memorandum of Understanding with the Greater Northern Region further bolstering the Knights extensive pathways program."

Paddling 🛶

New

• 🐾 Penrith Panthers Group x Paddle Australia: "In a powerhouse move, Paddle Australia is joining forces with the Panthers Group as a Platinum Partner of the ICF Slalom World Championships Sydney 2025..."

Motorsport 🏎️

New

• 🛡️ Shannons x Australian Supercross Championship: "Shannons, Australia’s leading insurer for motoring enthusiasts, has been announced as an Official Partner for the 2025 Boost Mobile Australian Supercross Championship."

• 🏥 Australian Government x Supercars: "Supercars is partnering with the Australian Government to encourage eligible Australians #BowelCancerScreening"

Softball 🥎

New

• 🤝 Disability Sports Australia x Softball Australia: "Softball Australia and Disability Sports Australia (DSA) are proud to announce a new partnership through DSA’s Sports Incubator Program, reinforcing both organisations’ commitment to making sport more accessible and inclusive for people with disability."

Want more from Scout?

💻 Scout Platform provides full access to over 6,200 sponsorship deals across 80 categories. Reach out to Mark or Alex to learn more.

📊 Scout Pro provides subscribers with exclusive newsletter articles and insights reports, featuring key trends, brands and categories to watch.

Read the full version of the first Scout Pro Monthly Insights Report with a Scout Pro free trial. Cancel free within 2 weeks, otherwise $99 per month.

Other services

Are you hiring? Get in touch with our partner business, Talent Economy.

Partner with industry experts, Talent Economy, to unearth top talent across the Aussie media, sport, entertainment and marketing sectors. Head to talenteconomy.com.au, follow on LinkedIn or email [email protected].