Good Morning,

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.

For more sponsorship insights from Scout, check out our services.

Enjoy!

22nd January 2025

Most active sponsors in Australian Sport

Using Scout’s extensive deals database, we’ve identified the brands who are most active in sponsorship.

For a limited time, Scout newsletter subscribers can view this list with our interactive Top Sponsors Dashboard, showing the Top 100 brands by number of Australian sporting sponsorships.

Top 20 brands by sponsorship activity overall

The Top 20 is dominated by a number of categories:

• Restaurants (QSR): with McDonald’s and KFC going head-to-head with large sponsorship portfolios.

• Soft Drinks: Gatorade, Cool Ridge, Pepsi and Coca-Cola all have extensive sponsorship activity.

• Sportswear: with Victor Sports, Asics and New Era leading the way

• Media: Channel 7, Triple M, Nova FM and SEN are most active with clubland sponsorships.

• Gamble responsibly: particularly Victorian Responsible Gambling Foundation (VRGF) and Gamble Aware who outpace all of the Gambling companies.

Scout Pro subscribers have year-round access to this dashboard, including NZ, and can filter by sport or state, to identify more targeted lists. For example, a user may want to identify brands particularly active in Basketball, where new categories emerge in the top brands.

Top 20 brands by activity in Basketball

To see this for the sport or state of your choice, sign up to Scout Pro for just $99 per month.

Check out the full list of Scout Pro features

Notable deals of the week

NEW/EXPIRED

🏉 “Moana Pasifika is pleased to welcome Ford New Zealand back on their va’a as the Official Automotive Partner. The new partnership will run through until at least the end of the 2027 DHL Super Rugby season, highlighting Ford’s commitment to rugby and high performance sport.”

🏀 “The Illawarra Hawks are pleased to announce that Illawarra’s Multi Civil and Rail (MCR) has joined the Club as Principal Partner for the remainder of the NBL25 regular season.”

🏉 “Dress Smart Auckland is thrilled to announce our exclusive partnership with the Blues rugby team, the current Super Rugby Pacific titleholder. Over the next three seasons, we'll be supporting this iconic Auckland team and offering exclusive opportunities to our loyal shoppers and Blues fans alike.”

🏉 The Highlanders will be partnering with Stellar Recruitment for the 2025 and 2026 Super Rugby Pacific seasons, appearing on the front of the playing and training shorts.

🏁 “Supercars’ long-awaited return to Queensland Raceway grew a step closer to reality on Monday, with the announcement that Century Batteries will serve as naming rights partner of August’s Ipswich Super 440.”

🏉 “The Sydney Swans are pleased to announce the club is teaming up with Bulova, with the luxury watchmaker becoming the Official Watch Partner of the Sydney Swans.”

🏐 “Netball Queensland and the Queensland Firebirds are excited to announce leading Queensland sportswear company Tribal Sport as the new Official Apparel Partner.”

🏐 Adelaide Thunderbirds welcome VPA Australia as the official supplement supplier for 2025

🏀 “We're (SE Melbourne Phoenix) proud to announce Australian cybersecurity company, Nueva, have joined the club as a Major Partner. 💚 Their logo will be feature on the lower back of our jersys for the remainder of the NBL25 season.”

⚽️ “We're (Brisbane Roar) delighted to be partnering with Big Michael's Fruit and Vegetables to provide both our Isuzu UTE A-League Men & Ninja A-League Women fresh fruit all season long 🍎🍌.”

🏊‍♀️ “We (Swimming Australia) are thrilled to announce a landmark multi-year, multi-platform media rights and sponsorship agreement with Nine through to 2034!”

RENEWALS/UPGRADES

🏀 “Mitsubishi Motors Australia will continue as a Major Partner of the NBL, after a new deal was agreed that will extend the partnership through to the end of the 2027/28 season.”

🏉 “We're delighted to share that long-time partner, Moretti Constructions, have renewed their partnership with the Sea Eagles, returning as a Player Partner in 2025.”

🏉 “We are thrilled to welcome back for season 2025 Bravofoods, Tresillian Family Care Centres Active Strata Management, to the Bulldogs in Business Program and Corporate Family for season 2025! 🙌”

🏉 “Side by side since 2001. The Cowboys (NQ) long-standing partnership with The Ville Resort-Casino and Ardo Hotel has been extended for a further two years.”

🏉 “Hotel Steyne have extended their partnership with the Sea Eagles, returning as a Player Partner in 2025.”

🏀 “Bendigo Spirit is proud to continue its partnership with the Transport Accident Commission (TAC), a Major Partner of the club since the 2022/23 WNBL season.”

🏀 Reason Group has renewed with the UC Capitals as major sponsors for the next two years

🏉 “We (ACT Brumbies) are delighted to renew our long-standing partnership with leading Canberra brand Allhomes for the next two years.”

🏉 “DMK Forest Products P/L extends as a Sea Eagles' Player Partner in 2025.”

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