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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!

11th September 2024

Deal of the week

Youi x Brisbane Lions

Brand: Youi

HQ: Sunshine Coast

Category: General Insurance

Deal type: Renewal

Tier: 1 (Principal)

Context: Youi has extended its partnership by five years, while upgrading to become the sole Principal Partner of the Lions, with assets across AFL, AFLW, Academy and Community.

A deeper dive on the impact of the deal:

• General Insurance is a significant sponsorship category, spending $40M per year (ranked 10th of all categories)

• Alongside Youi’s NRL partnership, the Lions deal cements Youi’s position as a leading insurance sponsor (2nd by share of spend).

• This is despite having lower revenue than competitors Suncorp (AAMI), NRMA, Allianz, QBE, Budget Direct, and others; although growing quickly.

• When overlaying audiences of each sponsorship, Youi’s share of the sponsorship market is particularly pronounced in QLD; where it is the clear leader in sponsorship.

• By contrast, AAMI dominates the Victorian market thanks to AFL/W and AAMI Park; while Cricket’s fanbase across all States delivers a national footprint for NRMA Insurance.

• If seeking national reach, Youi’s next deal might target WA and SA sports fans, especially during summer.

Other notable deals

NEW

🏉 The West Coast Eagles have welcomed DMC Conveyor Services as an Official Partner of the club’s AFLW team for the 2024 season.

⚽️ Brisbane Roar have announced that Construction Skills Queensland (CSQ) has come on board as the club's new Platinum Partner for the 2024/25 season.

⚽️ Macarthur FC has landed a two-year partnership with waste management specialist Purple Cow Industries. They’ll feature on the back of the shorts.

🛟 Outdoor retail company Anaconda have struck a groundbreaking new partnership with Surf Life Saving Queensland and will appear on the sleeve of the iconic “red & yellow” patrol shirt.

🏉 Ipswich City Council and the Brisbane Lions have entered a partnership to support future female athletes and aspiring sport administrators in southern Queensland region.

🏉 The Hawthorn Hawks have stuck a deal with custom orthotics manufacturer Footwork to become the AFLW coaches partner for this season. The Footwork logo will feature on collars, as well as the front of polos and jumpers.

🏀 The UC Capitals are have announced technology services firm Reason Group as a new Major Partner.

RENEWALS

🏀 Kmart will continue as a Major Partner of the NBL for another year. Now in its sixth year, the GAMETIME by Kmart community program is set to return, with NBL teams and players delivering clinics and activities to more than 100,000 children in schools across the 24/25 season.

🏀 Perth Wildcats will welcome back internet services provider MATE as Principal Partner for the NBL25 season.

🏏 The Melbourne Stars have confirmed an upgraded sponsorship deal with 13Cabs who will become Major Partner for the next two seasons.

🛟 Logistics company DHL has renewed with Surf Life Saving Australia to continue supporting beach safety.

🏉 QLD-based insurer Youi has signed a five-year extension with the Brisbane Lions and will become the club’s Principal Partner.

🏉 Reflections Holidays has extended with the Newcastle Knights for three years. They will continue as the Knights official Membership Partner.

🏀 Long-term finance partner HomeStart extends on multi-year deal with Adelaide 36ers for the next three seasons.

🏐 Dodgeball Australia announced that Chemist Warehouse has recommitted for an additional 2-years as the Major Partner of the Australian Dodgeroos.

🏑 FrontRow Financial have resigned with Brisbane Blaze and Hockey Queensland as a Major Partner for 2024.

⚽️ Car dealer network Gazley Motors has committed to a fourth season with Wellington Phoenix as a Premium Partner. Their logo will continue to appear on the men’s playing kit sleeve.

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