Recent activity (new / renewed / expired sponsorships)

Category movements (changes to their competitors’ sponsorships)

Why: Newly entered the ANZ sponsorship market this week with Auckland Blues but still no sponsorships in Australia despite being founded in Melbourne.

Context: Currently has sponsorships with global players Arsenal FC and McLaren F1 team. Recent activity in the category from Corpay (renewal with Rugby Australia and new with LIV Golf) and Revolut (Hawthorn).

So what: Airwallex may seek first dedicated Australian sponsorship, prospective partners should leverage recent competitive tension in the category.

Why: Major competitor to Airwallex and Corpay, but currently no sponsorships

Context: WISE may be reviewing sponsorship strategy in light of competitor activity.

So what: Opportunities in Rugby allow brand to compete with Corpay and Airwallex; or other sports offer clean air (e.g. no competitors in Cricket) - prospective partners should consider their positioning accordingly.

Why: Active this week with new North Melbourne sponsorship (in addition to Adelaide Crows).

Context: Highly active category with recent changes including:

So what: With AFL states covered, HOKA may look to expand into NSW/QLD with next deal (e.g. NRL club OR a summer based club).

Why: No new activity in the past 12 months, whilst there has been significant moves in the category.

Context: Now sit behind Adidas, Asics and New Balance in terms of investment. Recent renewal with Sydney Swans announced this week, while six-year deal with Collingwood is due to end in 2026.

So what: With strong coverage in VIC/NSW and with AFL audiences, may look to address lack of presence in QLD and amongst fans of other sports.

Why: New entrant in Aus sponsorship landscape this week with Hawks deal.

Context: Health and recovery brand; including Infrared saunas, ice baths and red light therapy, based in Gold Coast. Have a Brand ambassador strategy (including Scott Pendlebury and Kayla Itsines).

So what: Strong alignment to clubland with emphasis on “engaging with members and families” (recent comms). Future activity may look to expand outside of AFL.

Why: Major Sauna competitor to Kiva Wellness and may look to respond to their recent activity.

Context: Also based in Gold Coast. Has similar Brand ambassador strategy (including Bailey Smith and Latrell Mitchell). Has sponsorship with QRL.

So what: May look to AFL clubland to complement current Rugby League presence and as a direct response to Kiva Wellness.

Why: New partnership this week with Sydney FC - first on the Eastern seaboard

Context: Competition platform based in SA, entered sponsorship in late 2025 with Adelaide United, 36ers and Perth Wildcats.

So what: With 2 x NBL + 2 x A-League teams, a winter partnership would help give the brand a 12-month presence

Why: New deal this week with Western Force, following recent new deal with Melbourne United

Context: Global gym brand, previously active with Brisbane Lions and Melbourne Stars, before sponsorship hiatus. Recent competitor activity from Planet Fitness, Anytime Fitness and VIVA Leisure

So what: Currently no sponsorships in NSW/QLD - partnership reaching these markets would help national footprint, and compete with recent activity (Planet Fitness x Giants, VIVA x Waratahs)

Why: Global gym brand, competitor to SNAP Fitness, with no current sport sponsorships

Context: Previously a top sponsorship spender in the category, with Rugby Australia and Hawthorn FC

So what: Competitive tension in the category (above) may prompt return to sponsorship. NSW is the most competitive market, with 10 sponsorships, vs 4 in Victoria (cleaner air).

Brands with the highest spend

Brands with the most sponsorships

Brands with recent activity

Brands with recent expiries