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Welcome to the Scout Newsletter, an exploration into the data behind the Australian Sport and Sponsorship Landscape.

This Week in Sponsorship is a weekly wrap up of the latest deals and renewals with a special focus on the Deal of the Week.

The Scouting Report is a monthly long-form deep-dive covering topics of interest to the sponsorship industry. Check out previous articles 

Enjoy!

18th September 2024

Deal of the week

SharkNinja x A-Leagues

Brand: SharkNinja

HQ: USA

Category: Appliances

Deal type: New

Tier: Ninja A-League Women (T1); Isuze Ute A-League Men Major Partner (T2)

Context: SharkNinja replaces Liberty as the naming rights partner of the A-League Women, in its first major move in the Australian market. Liberty Financial will remain a major partner of both Leagues.

A deeper dive on the impact of the deal:

• The Appliances category is relatively small, making up less than 1% of all sponsorship investment in Australia and NZ.

• Key players include Hisense, Fujitsu and TCL, with many brands focusing on home air conditioning appliances.

• When overlaying audiences of each sponsorship, the A-Leagues national footprint will help deliver SharkNinja reach across all States. By contrast, Hisense dominates NSW and QLD, while TCL and Fujitsu lead the AFL-centric States.

• SharkNinja will dominate the summer in the category, during the A-Leagues, and free from the competition of other football codes. Will we see a winter-based (potentially QLD focused) partnership to balance out its activity year-round? Competitors may also look to upweight their summer activity in response.

• While Liberty Financial remains a major partner, its reduced presence has implications for the (non-Banking) Finance category. Will we see more Finance deals in A-League clubland with reduced category protections?

For a full breakdown of the Appliances category, or for a different look at what’s going on in sponsorship, drop us a note.

Other notable deals

NEW

⚽️ New A League entrant Auckland FC have signed a training kit sponsorship with sporting goods retailer Rebel Sport; and sleeve partnership with McDonald’s

🏀 Telco provider Tangerine will become the exclusive Official Telco Sponsor and a Major Partner (Tier 2) of the NBL this season. The deal comes on the back of the up-and-coming Telco joining the Melbourne Renegades on a multi-year term 2 weeks ago.

⛳️ Rolex has confirmed a partnership with the PGA of Australia and becomes timekeeper of the Australian PGA Championship.

🎾 Tennis West and Healthway have announced a new two-year partnership, which will promote the importance of healthy eating to members and the wider tennis community.

🏉 Geelong Cats is have announced an AFLW partnership with over-50s community developer Lifestyle Communities for the 2024 AFLW season.

⚽️ Global product design and technology company SharkNinja will replace Liberty Financial and become the new naming rights partner of the women’s A-League.

RENEWALS

🏏 The Melbourne Renegades have announced the renewal of its partnership with utility comparison site compare & connect ahead of the upcoming Big Bash seasons.

🏉 The Gold Coast SUNS have announced Gold Coast-based plumbing wholesaler Austworld has extended its contract with the club until the end of 2027.

🏉 The GWS GIANTS have announced a long-term renewal with Toyo Tires, who have extended their partnership with the club through to 2029. The Japanese Tire manufacturer has its Australian headquarters in Western Sydney.

🏉 Palmerbet has renewed with the Newcastle Knights for five years after confirming their Canberra Raiders partnership will come to an end in October.

🏀 South East Melbourne Phoenix announced their partnership with the Victorian Government and Latrobe City Council that enables the staging of a home game in Gippsland, will extend for a further two years.

🏀 Underwear and body spray brand TRADIE, have announced a 2-year extension with SE Melbourne Phoenix and will remain as a club partner until at least NBL26.

⚽️ Perth Glory have extended with business networking group Panorama Business Club for another season

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