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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.

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15th January 2025

Deal of the week

Hellyer Metals x Brisbane Roar

Brand: Hellyer Metals

HQ: Brisbane (previously Tasmania)

Category: Mining

Deal type: New

Context:  Brisbane Roar have welcomed mining company Hellyer Metals as the club’s newest Major Sponsor for at least the next two years. The deal replaces Hellyer’s sponsorship of the Hawthorn Hawks as the privately-owned mining company shifts its HQ from Tasmania to Brisbane as it moves toward a public listing on the ASX.

About the Mining category

According to ABS estimates, Mining is the largest contributing industry to the Australian economy. Despite the size and stature of the category, Mining makes up just 1% of total sponsorship investment, ranked 37th of all sectors. Just 8 of the Top 20 Mining companies in Australia are active in sports sponsorship.

Where are Mining companies investing?

Miners tend to do Club deals, with just a handful of league-wide partnerships across the landscape, highlighting the importance of community engagement as a partnership objective.

Many of these deals also focus on Women’s teams, using sponsorship to help brand building and to improve gender diversity in their workforces.

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Notable deals of the week

⚽️ Brisbane Roar have welcomed mining company Hellyer Metals as the club’s newest Major Sponsor on a two-year-deal from the current 2024/25 season. A Club statement spoke to Hellyer Metals’ passion for supporting the growth of women’s football; securing naming rights to the game day technical area bolster signage for both Isuzu UTE A-League Men’s and Ninja A-League Women’s matches

🎾 Pirelli will be the Official Tyre Partner of the Australian Open. After motorsport, football, sailing and skiing, Pirelli enters tennis, choosing to support the Grand Slam with a partnership which represents a high-profile showcase for promoting the brand throughout the world.

🏉 The Sydney Roosters and KD Community have announced a new partnership for the 2025 NRL Season. This partnership will be a first for both organisations as they come together to promote inclusivity and diversity in sport.

🏉 The Western Force and RugbyWA have announced their partnership with SEDA College WA. For the first time in nearly a decade, SEDA College WA will introduce a new sport to the school’s Sports Development Program, in collaboration with the Western Force and RugbyWA. SEDA College WA is an independent Senior Secondary School, providing opportunities for Years 11 and 12 to gain practical industry connections by partnering with leading sporting organisations throughout the state.

🏀 The Brisbane Bullets have welcomed White Cloud Foundation as their mental health partner for NBL25.

🏀 Geelong United Basketball have announced a major partnership with the City of Greater Geelong.

🏉 The NSW Waratahs have announced Everything Fleet as their Platinum and Official Fleet Rental Partner for both our Men's and Women's team

🏉 Moana Pasifika shared MELBA Coffee will continue their support as Official Coffee Supplier for the 2025 Super Rugby season

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