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

3rd June 2025

Top announcements: 

🐱 Europcar has extended its partnership with Perth Wildcats for a further two seasons, marking over a decade of collaboration.

Scout Intel: Together with its NBL partnership, Europcar dominates Car Hire sponsorships in Basketball. However, the brand is significantly under-represented in winter, with no major sponsorship activity. Competitors Hertz, SIXT, Budget and Thrifty all have significant AFL +/ NRL Club partnerships - might Europcar join them to deliver a more year-round footprint?

🏁 Supercars announced two new Spirits partners, in 78 Degrees, the Adelaide Hills-based Gin distillery and Barry, the fast-growing RTD brand created by AFL stars Bailey Smith, Charlie Curnow, Nick Daicos and Josh Daicos.

Scout Intel: The Spirits category has been one of the most active in the last 12 months, with new deals for Grey Goose (Australian Open), Hard Rated (AFL) and multiple Club deals (e.g. Broncos x Jim Beam). Ned Whisky allowed its partnership with Supercars to expire, having already exited Australian Turf Club and QLD Maroons in 2023. The exit paved the way for 78 Degrees to return to sponsorship after previous partnerships with Adelaide Crows and Melbourne FC, while Barry makes a sponsorship debut.

😇 St Kilda announced Moorabbin Airport as their official Community Major Partner

Scout Intel: There have been 8 new airport partnerships announced by Clubs in the last 12 months, with only one expiry.

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Deals from this week 

NEW/EXPIRED

🎽 "North Melbourne is pleased to welcome Orbit Logistics as the official freight forwarding partner of the club’s AFL and AFLW teams"

🎽 "Hawthorn is delighted to welcome Asta to the brown and gold family, joining as one of the club’s official IT services partners."

🎽 "[Fremantle Football Club] is proud to announce a partnership with iconic West Australian brand D'Orsogna, who join the Club as the newest Silver Partner for the 2025 Toyota AFL Premiership Season."

🎽 "[St Kilda FC] are proud to announce Moorabbin Airport as our official Community Major Partner!"

🏉 "We're super excited to have [Narellan Pools] join as the official pool manufacturer of the Gold Coast Titans, with the brand prominently featuring on the Titans cheer squad outfits at every Gold Coast home game and on the front of the Titans Netball dresses in the Sapphire, Ruby and EPL competitions."

🏉 "The Dolphins, in partnership with the Northern Territory Government, have today announced an agreement that will see the Dolphins play a regular season home game in Darwin for the next three years."

🏉 "An iconic destination right in the heart of Sea Eagles territory, Manly Wharf is the perfect partner to help us bring even more excitement and energy to our home games at 4 Pines Park."

🏀 "Brisbane Bullets are proud to announce a partnership with St Laurence's College, a school with a strong reputation for excellence and a genuine commitment to developing well-rounded young students."

🏎️ "Adelaide Hills-based distillery 78 Degrees has been confirmed as the Official Gin Partner of Supercars, while Barry — the lifestyle brand created by AFL stars Bailey Smith, Charlie Curnow, Nick Daicos and Josh Daicos — comes on board as the Official Vodka and Agave Partner for the next two seasons."

RENEWALS

🏀 "The UC Capitals are proud to be continuing our partnership with Reason Group as we enter the new WNBL era. ⭐"

🏀 “[The Brisbane Bullets] are once again partnering with South East Queensland-based company, DriTimes, to keep the BEC bathed in blue and gold this summer.”

🏀 "Europcar has extended its partnership with the Perth Wildcats for two more years!"

🏉 "The Queensland Rugby Union has announced a two-year extension of their partnership with Niltech Consulting Pty Ltd."

🏉 "The Queensland Rugby Union is pleased to announce a partnership extension with Victor Sports.”

🏉 "[Hurricanes Super Rugby] are proud to continue our long-standing partnership with Ocular, the creative agency that’s been working behind the scenes with us for over 10 years"

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