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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.

16th April 2025  

Top announcements:

🐎 Brisbane Broncos sign Rokeby Nutrition as the club’s official protein drink partner.

Scout Intel: The broader supplements category is strongly represented in QLD, with more partnerships than Victoria, despite having 38% fewer teams. Other key players include BSc (10+ partnerships, including this week’s renewal with the Broncos), Science in Sport (6 partnerships, including new deal with Brumbies), VPA (5 partnerships, mainly in QLD) and Musashi (5 partnerships across 5 codes).

⚽ Wellington Phoenix welcomes Holmes Construction as a major partner of the Phoenix Academy. The partnership includes the Shirt Fronts for the Phoenix Reserves teams and provides a platform for the family business to connect with the local community.

Scout Intel: There are 119 construction/engineering partnerships in Australia & NZ, across 107 brands (generally local companies with 1 partnership per brand). Altrad leads the pack by far, followed by BMD, Outkast, Ausenco & more.

🏟️ NRMA Insurance has become a major partner of Adelaide Oval, taking naming rights to the Southern Plaza in a five year deal.

Scout Intel: Insurance (General) is the 10th largest sponsorship category by spend, rising to #1 amongst venue partnerships. Such sponsorships reach fans of multiple codes across multiple seasons, in an environment at lower risk to behavioural issues - key for trust building in Finance-related categories. Other major venue partnerships include Allianz Stadium, RAC Arena, Suncorp Stadium, AAMI Park, GIO Stadium and TIO Stadium.

Check out the rest below.

Deals from this week

NEW/EXPIRED

🏉 “New Zealand Rugby (NZR) and Sports Travel and Hospitality Group (STH) have today announced a new four-year partnership to deliver premium, authentic and innovative experiences for rugby fans.”

🏉 “The Brisbane Broncos are delighted to welcome Rokeby Nutrition to the team for season 2025, as the Club’s Official Protein Drink. The new Support Partnership will see Rokeby supply their whole protein smoothies to both the NRL and NRLW squads on training and match days, as well as fan engagement and game day activations.”

🎽 “Sonos has officially joined the black and white family, partnering with Collingwood for the 2025 season to deliver sound from the change rooms to the living room”

⚽ “A local family-run business is backing the Wellington Phoenix academy as it starts an exciting new era. Holmes Construction, which has had a presence in the greater Wellington region for the best part of seven decades, has signed on as the major partner of the Phoenix academy.”

🏐 “Netball SA and the Adelaide Thunderbirds are proud to join the THINK! Road Safety Partnerships Program as part of a new partnership with the Department for Infrastructure and Transport (DIT). The THINK! Road Safety Partnerships Program empowers and educates South Australians to be lifelong learners of road safety.”

🏟️ “Adelaide Oval and NRMA Insurance have announced Australia’s most trusted insurer will become the Official Major Partner of the iconic stadium, with the venue’s Southern Plaza set to be renamed. Under the five-year agreement, the Southern Plaza will be known as NRMA Insurance Plaza with new signage set to light up the popular meeting place from next week.

RENEWALS/UPGRADES

🏉 “Rugby Australia has confirmed the renewal of its landmark broadcast partnership with Nine through 2030, positioning Australian Rugby for a new era of growth. The new deal spanning 2026–2030, valued at up to $240 million, represents a significant uplift on Rugby Australia’s current broadcast agreement and follows a successful organisational reset in 2024.”

🏉 “BSc have extended their partnership with the Brisbane Lions for another three seasons. After jumping on board in 2020 as an official supply partner, BSc will continue to provide sports nutrition and supplements to power the Lions squad at training, in the gym and on game day.”

🏉 “We’re thrilled to welcome Iconic Building Co back on board as a proud sponsor of the Canterbury-Bankstown Bulldogs!”

🏐 “The netball community is once again being called on to accept a recycling challenge to celebrate the renewal of the Queensland Firebirds and Netball Queensland’s (NQ) partnership with Containers for Change.”

🏐 “The Adelaide Thunderbirds are excited to extend our partnership with this iconic SA brand! 💘 Fleurieu Milk Company is back for 2025.”

🏐 “Sunshine Coast Lightning and local not-for-profit, Wishlist has announced it will extend its partnership for another year — solidifying the widespread influence and community connections of both organisations.”

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