Good morning

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

For Premium content and access to our live Sponsorship Directory, sign up to Scout Pro.

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

Enjoy!

27th January 2026

Highlights

The Western Bulldogs have announced that Melbourne-based food and beverage brand Rokeby Nutrition will join as a partner of their AFL and AFLW teams in 2026.

Originally a sponsor of Essendon Bombers in 2018 (under the name Rokeby Farms), the newly-branded “Rokeby Nutrition” re-entered the Australian sponsorship landscape in 2025 in deals with the Brisbane Broncos and Melbourne United.

The Bulldogs deal cements a strong sponsorship position across 3 of the country’s largest domestic competitions (AFL, NRL and NBL) and VIC/QLD. To round out sponsorship coverage, whilst efficiently reaching new fans, Rokeby could explore NSW-based summer (currently winter biased) sponsorships such as Sydney-based BBL or A League teams.

Want more? Upgrade to Scout Pro for just $99 per month

Want the sponsorship landscape at your fingertips?

Sign up to Scout Pro, a must-have resource for all Sponsorship professionals.

• 🔗 Access Scout’s Brand Directory of 8,500 sponsorships

• ⏬ Filter all sponsorships for any Category, Property, Sport, State

• ⌛ View all recent confirmed expiries

• 📧 Get exclusive insights on categories and brands to watch

💡 Check it out for free with Scout’s interactive sample dashboard

Announcements this week

AFL 🎽

New

• 🥛 Rokeby x Western Bulldogs: "We're proud to announce a new partnership with Rokeby across both our AFL and AFLW programs."

Renewal

• 🍔 Hungry Jack's x Adelaide FC: "Hungry Jack’s has extended its long-standing partnership with the Adelaide Football Club, continuing as a Major Partner."

Baseball ⚾

Renewal

• 🥧 Four'N Twenty x Baseball Australia: "Baseball Australia has renewed its partnership with Four’N Twenty, naming the iconic brand a primary sponsor of Team Australia for the 2026 World Baseball Classic in Tokyo."

Football ⚽

New

• 🌬️ AirTouch x Western Sydney Wanderers: "Welcome AirTouch to the Western Sydney Wanderers family as a proud partner of our Girls Academy!"

Renewal

• ⚖️ Zaparas Lawyers x Melbourne Victory: "Melbourne Victory is pleased to announce that Zaparas Lawyers has rejoined the Club as an Associate Partner."

Motorsport 🏁

New

• 🏎️ Equity One x Porsche Carrera Cup Australia: "Equity One has today been announced as the Title Partner of Porsche Carrera Cup Australia, securing the naming rights to the country’s premier one-make sports car championship."

Renewal

• 🚜 Sherrin Rentals x Matt Stone Racing: "Matt Stone Racing are pleased to announce that the No.4 Sherrin Rentals Camaro will return to the track this year — as Sherrin Rentals extend their partnership deal with the team."

• 🏎️ Autobarn x Tickford Racing: "We are very excited to welcome back long-term team sponsor Autobarn which will again feature on the iconic #6 Cam Waters Mustang in 2026."

Rugby League 👕

Renewal

• 🩹 USL x One NZ Warriors: "Proud to have USL recommit as our Official Sports Medicine Products Supplier."

Rugby Union 🏉

New

• 🛡️ Gallagher x ACT Brumbies: "The ACT Brumbies are proud to welcome Gallagher as new Principal Partner on a three-year agreement, uniting two organisations built on a shared commitment to performance and integrity."

• 👕 Castore x Rugby Australia: "Rugby Australia and Castore are thrilled to announce a landmark partnership with the premium sportswear brand to become the Official Technical Kit Partner for all Teams in Gold and the wider Australian Rugby system until at least the end of 2030."

Renewal

• 🍹 Clean Collective x Hurricanes: "Hurricanes are proud to announce the renewal of our partnership with Clean Collective who are continuing as the official RTD partner of the Hurricanes Men’s Super Rugby Team."

• 🧪 PURE Sports Nutrition x Hurricanes: "The Hurricanes are proud to announce the renewal of our partnership with PURE Sports Nutrition, a proudly New Zealand owned and operated company."

Softball 🥎

New

• 📺 Kayo Sports x Softball Australia: "We’re excited to announce that the Softball Australia Cup will be broadcast live on Kayo Sports, marking the return of Australian softball to the platform for the first time since the 2023 WBSC Women’s Softball World Cup Group Stage."

Tennis 🎾

Renewal

• 💻 CyberCX x Australian Open: "CyberCX kicks off 2026 as Official Cyber Partner to Asia Pacific’s largest sporting event, the Australian Open."

Summary

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].