Our Pick

Firmus Technologies signed major partnerships with the Tasmania Football Club, Tasmania JackJumpers, Tasmania Jewels and Hobart Hurricanes / Cricket Tasmania; on multi-year deals.

Founded in Launceston in 2019, the AI infrastructure giant is attracting national attention with a bumper ASX IPO proposed next month.

The new partnerships help deliver on both reach and community objectives:

Its assets are highly visible: playing shorts and coaches’ uniforms at the Devils, front-of-jersey branding for the JackJumpers and Jewels, and playing-shirt exposure through the Hurricanes and Tigers.

Together, football, basketball and cricket offer a platform spanning summer and winter, men’s and women’s sport, and different Tasmanian fan communities.

This visibility is underpinned by long-term commitments to the Tasmanian community. The basketball partnerships include regional visits, equipment upgrades and hundreds of free children’s tickets to Jewels games; while over $1M will be invested in community Cricket initiatives addressing barriers to participation.

AI Infrastructure is a hot sponsorship category, after activity earlier in the year from IREN (Sydney Swans), AirTrunk (GWS Giants) adding to long-term commitment from CDC x Canberra Raiders. These partnerships offer a way to build familiarity and community trust in a sector gaining increasing attention.

For weekly landscape insights & data access, check out Scout Pro

For diagnostic reports on your chosen sponsorship category, get in touch.

Weekly insights & data access with Scout Pro

Join Scout Pro for insights each week, including:

  • The Hidden Market - new deals not announced publicly this week

  • Expired partnerships - deals ended in the last week

  • New entrants - brands new to sponsorship this week

  • Brands to Watch - brands primed for activity

  • Hot Categories - the most active / fastest growing sectors

  • Landscape at your fingertips - database of over 9,000 sponsorships

Activity this week

Announcements

AFL 🎽

New

  • 💾 Firmus Technologies x Tasmania Football Club: "We're delighted to announce that Tasmanian-founded Firmus Technologies has joined the Devils as a Foundation Major Partner and Official Coaches and Shorts Partner on a six-year deal 🖤"

  • 🏈 Collingwood Football Club x Seattle Seahawks: "Ahead of the inaugural NFL game at the MCG this Friday, we are excited to announce a new strategic partnership with the Seattle Seahawks 🏈 🖤 The partnership, which is the first of its kind globally, unites two of the world's most passionate supporter bases and opens the door to unique collaboration opportunities across a range of areas. The two clubs will look to unite their fans throughout the partnership, starting with the first joint event, an NFL x AFL crossover flag football clinic held at the KGM Centre."

Rugby League 👕

New

  • 🏦 Bank South Pacific x PNG Chiefs: "The PNG Chiefs have secured the largest club sponsorship in National Rugby League history, announcing a landmark agreement with Bank South Pacific to serve as the Principal Foundation Partner through to the end of the 2030 season. Unveiled at Santos Stadium in Port Moresby, the historic deal kicks off immediately during the pre-NRL foundation period, positioning the financial institution across the club's front-of-jersey apparel and membership programs before the team commences its inaugural campaign in 2028."

Renewal

  • ⛴️ Manly Fast Ferry x Manly Warringah Sea Eagles: "Manly Fast Ferries extends partnership with Sea Eagles! The Manly Warringah Sea Eagles are thrilled to announce that Manly Fast Ferry has extended its partnership with the Club for a further two seasons as the Sea Eagles' Official Membership Partner."

Cricket 🏏

New

  • 💾 Firmus x Cricket Tasmania: "Cricket Tasmania has entered into a landmark five-year commercial and community partnership with Australian technology company Firmus, commencing ahead of the 2026-27 season. The agreement delivers more than $1 million in direct financial investment into grassroots cricket initiatives across Tasmania, establishing Firmus as the Principal Partner of the Tasmanian Tigers and Major Partner of the Hobart Hurricanes. Under the terms of the arrangement, the Firmus brand will feature prominently on the front of playing shirts across all Tigers programs, as well as on the chest of playing shirts for both the Women's Big Bash League and Men's Big Bash League teams."

  • 📱 Komo Technologies x Cricket Australia: "Cricket Australia has partnered with Australian-developed audience engagement and data platform Komo Technologies. The agreement spans international Test matches, One Day Internationals, Twenty20 fixtures, and the Big Bash leagues, deploying interactive tools that enable fans to participate through live predicting, voting, and game-day activations across in-venue screens, broadcasts, and digital ecosystems like CricketPlus."

Renewal

  • 🔧 Greenworks x Melbourne Stars: "We're excited to share that we're continuing our partnership with Greenworks this season. After a successful first summer, we can't wait to have our Premier Partner back for BBL|16 and WBBL|12."

Basketball 🏀

New

  • 🏋️ Snap Fitness x BNZ Breakers: "We are delighted to welcome global fitness brand Snap Fitness as a partner for the next two seasons. BNZ Breakers CEO Troy Georgiu described the partnership with Snap Fitness as a great one for the club and most importantly, its fanbase. 'The BNZ Breakers and Snap Fitness share a passion to work with our communities and provide pathways for people of all backgrounds to become more active every day. For us that vehicle is basketball, and for Snap Fitness it is through establishing a healthier lifestyle, with obvious synergies across the two organisations,' said Georgiu."

  • 🍺 Capital Brewing Co x UC Capitals: "A CAPITAL PARTNERSHIP 🍻🏀 We're excited to welcome Capital Brewing Co as our Official Brewing Partner for WNBL27! From the VIP Bar at AIS Arena to watch parties for every away game, Capital Brewing Co will be helping Caps fans come together, cheer on the team and enjoy the season beyond the court."

  • 🏨 Vibe Hotel Canberra x UC Capitals: "WELCOME TO THE CAPS FAMILY, VIBE HOTEL CANBERRA! 💜🏀 We're proud to welcome Vibe Hotel Canberra our Official Accommodation Partner for the 2026/27 season. From providing our athletes with a premium home away from home to welcoming visiting teams and travelling supporters, Vibe Hotel Canberra will play an important role throughout the WNBL season."

  • 🎁 Mega Rewards x Tasmania JackJumpers: "We are excited to announce a new partnership with Mega Rewards, bringing an exciting new game day activation this season 🏀 The Mega Rewards Half-Court Shot, is giving fans the chance to step onto the floor and shoot for big cash prizes in front of thousands of JackJumpers supporters 💰 In addition to the Half-Court Shot, Mega Rewards will also be delivering an exclusive VIP JackJumpers Game-Day Experience, giving lucky winners and their guests the opportunity to enjoy the ultimate JackJumpers experience."

  • 💾 Firmus Technologies x Tasmania JackJumpers & Tasmania Jewels: "Tassie kids are set to reap the benefits of a new grassroots sporting partnership between the Tasmania JackJumpers, Tasmania Jewels and Firmus. Firmus is officially joining the basketball teams as the Principal Community Partner. The partnership will expand the club's much loved community programs, deliver equipment upgrades across the state and provide hundreds of kids-go-free tickets to Jewels games."

  • 💛 TechnologyOne Foundation x WNBL: "The TechnologyOne Foundation has partnered with the Women's National Basketball League's Townsville Tip Off to drive community impact for the Stars Foundation. Running from September 17 to 20, 2026, the pre-season tournament showcases elite women's basketball in North Queensland while supporting Aboriginal and Torres Strait Islander girls and young women in education and wellbeing. The Foundation is providing a direct financial donation of $10,000 alongside the 'Best Foot Forward' activation, which encourages players, fans, and officials to wear yellow items to raise awareness for First Nations student programs."

Renewal

  • 💰 Dreamstreet Lending x Melbourne United: "We are excited to announce that Dreamstreet Lending will continue as the club's Official Finance Partner for the 26/27 season. A Melbourne owned & operated business, Dreamstreet has always shown a passion for supporting sport in our city. Set to continue working alongside the club for next season, Dreamstreet is eager to deliver their trademark brand of service."

  • 🏡 Mortgage Choice x NBL & WNBL: "The WNBL and NBL have announced Mortgage Choice will continue as an official partner of the NBL and expand the partnership to include the WNBL."

  • ⛏️ Rio Tinto x Perth Wildcats: "Rio Tinto have strengthened their partnership, signing a new three-year agreement that will see them become the Principal Partner of the Perth Wildcats. We look forward to working with Rio Tinto to build on our shared commitment to creating opportunities for young people and communities across Western Australia ❤️"

  • 🧡 Brazier Motti x Townsville Fire: "A partnership built through seasons, championships and plenty of Fire moments. 🏆🔥 A huge thank you to Brazier Motti for continuing their long-standing support as a player sponsor, now proudly backing North Queensland up-and-comer Cheyenne Bobongie. We're grateful to have you in Cheyenne's corner and part of the Fire family for another season. 🧡💙"

Football ⚽

New

  • 🍻 The Pass x Melbourne Victory: "Melbourne Victory is pleased to announce The Pass as an Associate Partner of the Club. The new partnership will activate The PASS' venue, Hickens Hotel, as the club's Official Away Game Venue Partner for watch parties and the host for additional in-season events. Victory members enjoy exclusive offers and a 15% discount at Hickens Hotel, plus 10% off at over 200 pubs and bars across Australia when you order via The Pass."

Renewal

  • 🎓 StudyAdelaide x Adelaide United: "Adelaide United is proud to announce StudyAdelaide as the Club's front-of-shirt partner for its 2026/27 AFC Champions League Two campaign. The StudyAdelaide logo will feature on the Reds' new ACL Two kit, which will make its return next Thursday, 17 September, when United hosts Hong Kong's Tai Po FC at Hindmarsh Stadium. The partnership marks a reflective moment for the Club, with StudyAdelaide having previously featured on Adelaide United's shirt during the Club's 2010 AFC Champions League campaign."

Motorsport 🏁

New

  • 🚛 PacLease Australia x Tickford Racing: "We are excited to announce today that PacLease Australia will join the team for the remainder of the 2026 season. The global commercial truck rental and leasing company is a well-established organisation within Australia offering customised rental, fully-maintained leasing and standalone contract maintenance solutions to their network. The PacLease team have provided truck rental support to the team since Darwin this year, with our main game transporter covering over 25,000km in the DAF XG prime mover during the team's busiest on road period."

  • 🔋 RFN x AUSX Supercross Championship: "RFN ANNOUNCED AS NAMING RIGHTS PARTNER OF SX85 FUTURES. AUSX Supercross is proud to welcome RFN as the new Naming Rights Partner of the RFN SX85 Futures category for three major events in 2026. The partnership represents another milestone for Australian Supercross, with RFN electric motorcycles set to compete directly against traditional combustion-powered 85cc motorcycles."

  • 🏍️ Suzuki Australia x AUSX Supercross Championship: "We're excited to welcome Suzuki Australia as an Official Partner of the 2026 Boost Mobile AUSX Open presented by Monster Energy. Suzuki is one of the most iconic names in motorcycling, with an incredible history across Supercross and motocross globally, and we're proud to have the brand joining us at GMHBA Stadium in Geelong this year."

Horse Racing 🏇

New

  • 🏊 Century Pools x Brisbane Racing Club: "Brisbane Racing Club is bringing something never before seen to the Australian raceday experience, installing a swimming pool right on Doomben's Public Lawn that overlooks the track. It's the centrepiece of a brand-new major partnership between the BRC and Century Pools, Queensland's leading fibreglass pool specialists, and provides an unmistakably Queensland addition to Brisbane's spring and summer racing calendar."

Other 🏆

New

  • 👷 STRAUSS x NFL: "European workwear leader Strauss has secured an agreement to become an official partner of the National Football League in Australia for the 2026 season. The high-profile arrangement includes official partner status for the landmark 2026 NFL Melbourne Game, serving as a pivotal brand-building milestone ahead of the family-owned enterprise's official commercial rollout across the Australian market in 2027. In addition to its domestic activation surrounding the Melbourne fixture, the expanded international agreement formally recognises Strauss as the official workwear partner of the NFL in Europe."

Get more insights with Scout Pro

  • The hidden market - new deals not announced publicly

  • Expired partnerships - deals ended in the last month

  • New entrants - brands new to sponsorship each week

  • Brands to Watch - Scout recommendations based on competitor activity

  • Hot Categories - the most active / fastest growing sectors

Are you hiring? Get in touch with our partner business, Talent Economy.

Partner with industry experts, Talent Economy, to unearth top talent across the Aussie media, sport, entertainment and marketing sectors. Head to talenteconomy.com.au, follow on LinkedIn or email [email protected].