Why: Priceline re-entered the sponsorship market this week as Official Pharmacy, Health and Beauty Partner of Netball Australia.

Context: Pharma sponsorship has been dominated by competitor Chemist Warehouse in recent years, with 27 major partnerships across 10 different sports, helping drive the company’s growth. Priceline historically had Women’s-focused sponsorships with Football Australia, Western Bulldogs and Sydney Sixers, but has been inactive since 2023. Now back in sponsorship, the brand may be open to further opportunities to meet its objectives supporting the health and wellbeing of Australian women, families and local communities.

So what: Priceline is still underinvested in sponsorship relative to its market position (c. half as many stores as Chemist Warehouse). With Chemist Warehouse locking out the category with AFL, NRL, AO and Cricket Australia, properties such as A League Women and WNBL offer rare opportunities to compete at the NSO level.