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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.

23rd April 2025  

Top announcements:

🏁 bp and the South Australian Government have announced the re-naming of the Adelaide 500 to the bp Adelaide Grand Final. The bp Adelaide Grand Final will stage the finale of the Repco Supercars Championship in a new Supercars Finals Series format.

Scout Intel: Energy is a top 20 category by sponsorship investment, having grown steadily (+5%) in the past 12 months. Ampol (NRL, Carlton and Cronulla) leads the way amongst retail fuel brands with more than triple the share of voice of Shell (AFL, QRL) Caltex (Lions, WCE and Knights) and BP (Supercars).

🗡️ The Newcastle Knights have announced a new partnership with Caltex Australia, as the brand continues its expansion across the Newcastle and Hunter region.

🏉 The Crusaders have announced a new front of jersey partnership with investment firm Coolabah Capital Investments (Coolabah). As a long-standing existing brand partner of the Crusaders, Coolabah will see their brand mark move from the back to the front of the Crusaders jersey.

Scout Intel: The Wealth Management category has grown by 33% in the last 12 months (from a low base). Other recent deals include Remara x Dragons, Alvarium x Auckland FC, GF Asset Management x Roosters, and PM Capital x Swans, Lions and Suns.

🦅 Manly Sea Eagles have welcomed Corporate Alliance Group (CAFX) as their Official Foreign Exchange Partner for the 2025 NRL season. As part of this partnership, CAFX branding will feature on the NRL goal post pads at 4 Pines Park, with additional visibility through in-stadium activations and digital campaigns across the season

Scout Intel: The largest player in FX partnerships is Corpay Payments, with Rugby Australia and Adelaide 36ers.

Check out the rest below.

Deals from this week

NEW/EXPIRED

🏁 “Longstanding global fuel provider, bp and the South Australian Government have announced the re-naming of the Adelaide 500 supercar street race to the bp Adelaide Grand Final. The bp Adelaide Grand Final will stage the finale of the Repco Supercars Championship in a new Supercars Finals Series format. The change will see the top four finalist drivers battling it out in the bp Adelaide Grand Final, with the highest point scorer at the end of the weekend being crowned the Repco Supercars Championship winner.”

🎽 “The Western Bulldogs are excited to welcome Manhari Metals as a platinum partner of their AFL and AFLW teams in 2025. Manhari’s brand will be featured on LED signage at AFL home matches this season, as well as on AFLW off-field apparel.”

🎽 “St Kilda Football Club, through the Danny Frawley Centre, is proud to announce a milestone partnership with one of Australia’s most respected mental health organisations, Black Dog Institute (BDI).“

👕 “We (Manly Sea Eagles) are proud to welcome Corporate Alliance Group (CAFX) as our Official Foreign Exchange Partner for the 2025 NRL season. As part of this partnership, CAFX branding will feature on the NRL goal post pads at 4 Pines Park, with additional visibility through in-stadium activations and digital campaigns across the season.“

👕 “Melbourne Storm is proud to announce a new partnership with Redspot, one of Australia’s leading car and truck rental providers.“

👕 “The Newcastle Knights are proud to announce an exciting new partnership with Caltex Australia, as the brand continues its expansion across the Newcastle and Hunter region.“

🏐 “Welcoming Wendy's Milk Bar to the Thunderbirds family!! 🍨🌭🥤 So excited to announce our newest partnership for the 2025 season.“

🏐 “Netball WA are pleased to announce Starick as our Official Charity Partner for 2025, another step in our commitment to ending family and domestic violence.“

🏐 “Netball NSW is excited to announce it has chosen Badges and Medals as its official awards supplier for the next three years.“

🚴‍♀️ “AusCycling is pleased to welcome Badges and Medals Ltd as its official awards supplier for the next three years 🏆🥇🤝“

🎾 “Tennis Australia has announced a two-year partnership with beIN SPORTS, naming the streaming service as the new presenting partner of the Australian Pro Tour.“

🏐 “We’re proud to announce a landmark partnership between Volleyball World, Special Broadcasting Service (SBS) Australia, and Volleyball Australia to broadcast the FIVB Beach Volleyball World Championships, Adelaide 2025 — live and free across the country!“

RENEWALS/UPGRADES

🏉 “The Crusaders are excited to announce a new front of jersey partnership with the leading global investment firm Coolabah Capital Investments (Coolabah). As a long-standing existing brand partner of the Crusaders, Coolabah will see their brand mark move from the back to the front of the Crusaders jersey for the first time when the Crusaders play the Blues this weekend at Apollo Projects Stadium.“

⚽ “Auckland FC is excited to announce our partnership with Colquhoun Construction. The New Zealand-owned and operated civil construction company has a broad and successful track record, spanning a range of projects nationwide.“

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