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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.

9th April 2025  

Top announcements:

🐱 Geelong Football Club and Ford Australia will continue to make history after announcing a five-year partnership extension. Ford Australia’s partnership with the Cats began in 1925, with this year marking the 100 year relationship milestone.

Scout Intel: Ford have the 3rd highest share of Auto sponsorship in AU/NZ, behind only Kia and Toyota who have Tier 1 deals with the AO and AFL respectively.

🏏 Cricket Australia have announced that KFC will continue as naming rights partner of the BBL. In addition, KFC will also support the WBBL, and the men’s and women’s Australian national teams.

Scout Intel: KFC’s category exclusivity in Cricket gives them dominance over Maccas and Hungry Jacks in the all-important summer holiday months (when eating habits change), whilst Maccas edges the winter period.

⚫️⚪️ Collingwood Magpies have welcomed multi-award-winning caravan manufacturer Crusader Caravans on board as a Platinum Partner, supporting the AFL program over the next two years.

Scout Intel: As a Collingwood Platinum partner, the deal represents the largest in the category. Other key deals include Jayco x Saints, JAWA Campers x Eels, and the recently announced Snowy River Caravans x Supercars.

🐓 Coinstash, one of Australia’s fastest-growing cryptocurrency exchanges, has announced a major sponsorship with the Sydney Roosters for the 2025 NRL season.

Scout Intel: This is the 2nd Crypto platform deal with an NRL club in as many weeks, following Coinbase and the Cronulla Sharks.

🐰 The South Sydney Rabbitohs have announced a new partnership with SipEnergy, who will join the Club as the official solar energy partner.

Scout Intel: Solar has been a hot category in recent months, following SipEnergy’s other deals with Sharks, Sydney FC and Macurthur FC, plus new deals for Green Energy Technologies (Cowboys), EPC Solar (Brumbies), Green Gold Energy (Adelaide Utd), Solar Power Direct (Thunderbirds).

Check out the rest below.

Deals from this week

NEW/EXPIRED

🎽 “We (GWS GIANTS) are excited to be partnered with Park On King - Airport Parking for the 2025 season!”

🎽 “As we (Collingwood Magpies) hit the road for Gather Round this week, we are pleased to welcome multi-award-winning caravan manufacturer Crusader Caravans on board as a Platinum Partner“

🎽 “We (Essendon Bombers) are thrilled to announce a three-year deal with Australian owned company MA Services Group. The partnership will see the company on board as an Official Partner until at least the end of 2027.“

👕 “We’re proud to Partner with Coinstash, one of Australia’s fastest growing Crypto Platforms as the Official Crypto Partner of the Sydney Roosters.“

👕 “Penrith Panthers and Western Sydney University have signed a Memorandum of Understanding (MOU) to collaborate on community engagement, education, and research in Western Sydney“

👕 “We (South Sydney Rabbitohs) are thrilled to announce a new partnership with SipEnergy as our official solar energy partner.“

👕 “The South Sydney Rabbitohs are excited to welcome Optimise as a new partner of the Rabbitohs Business Chamber and proud sponsors of our Club 17 for the 2025 season!“

👕 “A warm welcome to our (North Queensland Cowboys) newest Gold Partner, GSA Insurance Brokers!“

👕 “Wests Tigers are pleased to announce that Big Bear Academy has partnered with the club to become our official Mascot Partner in 2025!“

🏉 “The (Auckland) Blues are excited to welcome Voltaren onboard as our official pain relief partner!“

🏉 “We’re proud to announce that COLORSTEEL®is now a Platinum Sponsor of the Chiefs Rugby Club!“

🏉 “Rugby Australia and The British & Irish Lions are pleased to announce Gilbert has been chosen as the official and exclusive match ball supplier to the Qatar Airways British & Irish #Lions Series in Australia.“

🏉 “The Queensland Rugby Union is proud to partner with Fredon Technology and Sturdie, who provide engineering, installation and maintenance solutions, specifically focused on the BMS National Rugby Training Centre and Ballymore precinct.“

🏉 “NSW Rugby Union (NSWRU) is thrilled to announce a groundbreaking two-year partnership with PEUGEOT Australia, marking a significant milestone in rugby's continued growth and development in New South Wales.“

🏐 “Guzman y Gomez (GYG) is excited to be the Official Supply Partner of the NSW Swifts for 2025 🌯“

🏐 “West Coast Fever are excited to announce that NOVA Entertainment will be on board as our Official Radio Partner in 2025.“

⚽ “The Wellington Phoenix have finalised a partnership with New Zealand’s leading media company. Stuff, which reaches around 3.4 million Kiwis every month*, has been confirmed as one of the club’s media partners.“

🇳🇿 “Flex Fitness is behind the New Zealand Team for the next Olympic cycle!“

🏁 “Supercars is proud to announce an exciting new development with TRICO, the Official Wiper Partner of the Repco Supercars Championship, which will see the two organisations working together to develop a wiper solution designed to perform at the highest standard in racing conditions.“

RENEWALS/UPGRADES

🎽 “A new chapter 🤝 Geelong Football Club and Ford Australia will continue to make history after announcing a five-year partnership extension!“

🎽 “The Club (Western Bulldogs) is proud to announce a renewed partnership with Beacon Lighting and Beacon Trade - passionate supporters of the AFL and its communities - for the 2025 and 2026 AFL seasons.“

🎽 “BSc have extended their partnership with the Brisbane Lions for another three seasons.“

👕 “North Queensland Toyota Cowboys fans are lovin’ it with the club announcing it will continue its partnership with McDonald's, locking in a multi-year extension until at least 2027.“

👕 “We are excited to welcome betr to the Titans with long-term Titans partner TopSport merging with Australia’s fastest-growing bookmaker to offer an enhanced experience to fans and punters alike.”

🏏 “Cricket Australia’s (CA’s) long-standing partnership with KFC will continue after the relationship with the global restaurant chain was extended for at least another three years.“

🏏 “An enduring partnership has been renewed, with Murdoch University extending its term as Official Research and Education Partner of WA Cricket and Perth Scorchers until at least 2030.“

🏐 “On the eve of the 2025 Suncorp Super Netball season, the Melbourne Mavericks are thrilled to announce the continuation of their partnership with McDonalds Australia.“

🏐 “The Melbourne Mavericks are excited to announce the renewal of their partnership with Hyundai, who will continue as the official auto partner for the 2025 Suncorp Super Netball season.“

🏐 “The Arkaba Hotel - Adelaide - HH are back on board for 2025! 🤝 We're (Adelaide Thunderbirds) excited to extend this partnership and continue our Watch Parties at The Arkaba's Sportys Bar for all of our away games this season“

🏐 “The NSW Swifts are excited to announce that HomeWorld Group of Companies will continue as a Major Partner for the 2025 and 2026 Super Netball seasons.“

🏁 “Penrite Racing renews partnership with Autodesk for 2025.“

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