Highlights


Coca-Cola signed a new partnership with Rugby Australia through to 2030, following new deals with NRL / NRLW, Football Australia, Queensland Firebirds and Brisbane Lions (Keri Juice). See why Soft Drinks is a hot category this week here.

Comfort Sleep has been announced as Official Elite Sleep partner of Collingwood. It joins a growing group of bedding brands using sport to speak about sleep, recovery and performance, after BEDGEAR’s new partnership with Football Australia announced earlier this month.

The partnership was first revealed to Scout Pro subscribers in the first week of June - be the first to know with Scout Pro’s Hidden Market.

Melbourne-based whisky brand Starward entered sponsorship with Rugby Australia on a multi-year deal. It marks a high-profile entry for the award-winning brand, following recent activity from Johnnie Walker, Diageo and Buffalo Trace.

See why Starward is a Brand To Watch this week with a free preview of Scout Pro

Preview this week’s Scout Pro article free

Join Scout Pro for deeper 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

Activity this week

This Week In Sponsorship. View on LinkedIn.

Announcements

AFL 🎽

New

  • 💤 Comfort Sleep x Collingwood: “Collingwood and Comfort Sleep have formed a dream partnership, highlighting the importance of sleep for recovery and performance”

  • 🏋️ Revo Fitness x Victorian Amateur Football Association (VAFA): "The Victorian Amateur Football Association (VAFA) is thrilled to announce a new partnership with leading Australian gym network Revo Fitness, who will become the new naming rights partner of Elsternwick Park Oval 1, now officially known as 'Revo Fitness Park'. This exciting four-year agreement marks a significant moment for VAFA and its commitment to strengthening community football infrastructure, enhancing match-day experiences, and building meaningful partnerships with organisations that share the association's values of participation, wellbeing, and community connection."

Rugby League 👕

New

  • 🧠 Ārepa x New Zealand Rugby League: "We're excited that New Zealand-based health beverage and supplement company Ārepa have joined as official brain health partner of NZRL and the Wheel Kiwis 🇳🇿"

Rugby Union 🏉

New

  • 🥤 Coca-Cola x Rugby Australia: "We are therefore thrilled to welcome Coca-Cola into the Rugby Australia family as an official partner for at least the next four years as we build towards pinnacle events including the home Men's and Women's Rugby World Cups in 2027 and 2029."

  • 🥃 Starward Whisky x Rugby Australia: "Rugby Australia has signed a multi-year partnership with Starward Whisky, which becomes the Official Whisky Partner of the Wallabies, Wallaroos and Perth SVNS. The deal includes match-day activations, stadium branding and fan engagement initiatives, with both organisations aiming to strengthen their presence ahead of major international rugby events in Australia."

  • 🔌 NME Group x Hurricanes: "The Hurricanes are proud to partner with NME Group as the Official Electrical Contractor Partner of the Hurricanes Men's Super Rugby Team. As part of the partnership, NME Group will also join as a Co-Clubroom Sponsor, supporting a space that sits at the heart of the Hurricanes environment."

Renewal

  • 💸 Airwallex x Auckland Blues: "The Blues are proud to announce an expanded partnership with global financial platform Airwallex, which will become an official partner of the nib Blues women. The partnership extension comes at a time of significant growth for women's sport in New Zealand, and builds on Airwallex's existing relationship with the Blues as the club's Official Business Finance Partner."

  • 🔒 CyberCX x Rugby Australia: "Rugby Australia is delighted to announce a multi-year partnership extension with Australia's leading cyber security services firm CyberCX, part of Accenture, shoring up the #Wallabies and #Wallaroos' defence through to the end of 2027. As the Official Cyber Security Services Partner, CyberCX will continue to play a critical role in securing the technology infrastructure of the sport."

Netball 🏐

New

  • 🏫 Western Heights College x Netball Victoria & Melbourne Vixens: "Netball Victoria is proud to announce a new community partnership with Western Heights College, providing student-athletes with unique access to one of Australia's leading high-performance sporting environments!"

Golf ⛳

New

  • 🏌️ PGA TOUR x Tennis Australia (2028 Presidents Cup): "This week we announced a partnership with the PGA TOUR to support delivery of the 2028 Presidents Cup in Melbourne, building on our experience delivering global events such as the Australian Open. The event will mark the first major project delivered under our newly established events enterprise, created to extend Tennis Australia's world-leading event expertise into commercial partnerships and major sporting and cultural events."

Water Polo 🏊

New

  • 📺 Kayo Sports x Water Polo Australia: "Water Polo Australia is pleased to announce Kayo Sports as the official broadcast partner of the 2026 World Aquatics Water Polo World Cup Finals! All 24 matches will be live & exclusive on Kayo from 22-26 July as the world's best teams head to Sydney Olympic Park Aquatic Centre."

  • 💰 Ord Minnett x Water Polo Australia: "We're thrilled to confirm Ord Minnett as National Partner of the 2026 World Aquatics Water Polo World Cup Finals, held at Sydney Olympic Park Aquatic Centre from 22–26 July. 🥇 Building on their title sponsorship of the Ord Minnett Aussie Sharks and Aussie Stingers, this partnership reflects a genuine, long-term commitment to water polo in Australia and marks another major milestone on the road to Brisbane 2032."

Softball 🥎

New

  • 🎓 QUT x Softball Australia: "Softball Australia is proud to announce QUT (Queensland University of Technology) as its major education partner. With softball returning to the Olympic program for LA28, this partnership represents a strategic investment in high-performance sport at a critical time."

Basketball 🏀

New

  • 🏦 Beyond Bank Australia x Geelong United Basketball: "Geelong United x Beyond Bank 🤝 We are proud to partner with Beyond Bank Australia. Backing basketball from grassroots to the big stage 🏀"

  • ♻️ Container Exchange x Basketball Queensland: "Basketball Queensland has partnered with Container Exchange (COEX) to give associations across the state a simple new way to turn recycling into revenue, unlocking additional fundraising opportunities through Containers for Change. As Official Sustainability Partner, Basketball Queensland associations will have access to free infrastructure, dedicated support and exclusive statewide competitions."

  • 🏟️ Hoop City x Red Energy Arena (Bendigo Stadium): "National elite basketball training brand Hoop City has officially announced a partnership with Red Energy Arena to launch a dedicated regional franchise in Bendigo. The venue partnership ensures the sports development corporation can embed its specialised basketball training methodologies, elite coaching assets, and industrial training hardware directly into one of regional Victoria's premier indoor sporting infrastructures."

Renewal

  • 🚗 Motor Scout Australia x Brisbane Bullets: "The Brisbane Bullets are delighted to welcome Motor Scout Australia back on board as a major partner for Hungry Jack's NBL27. Australia's leading car buying service will feature prominently on our stanchion post pads at our home games and will continue to deliver in-game entertainment and facilitate exclusive giveaways for Bullets members and fans."

  • 🧃 Nippy's Fruit Juices x Adelaide 36ers: "The Adelaide 36ers are proud to announce a three-year partnership extension with Nippy's Fruit Juices Pty Ltd, continuing one of the longest-standing partnerships in Australian basketball 🤝"

  • 💼 Seven Consulting x Basketball Australia: "Basketball Australia has renewed its partnership with Seven Consulting for a further four years, with the company remaining the naming rights partner of the Australian Opals until 2029."

Football ⚽

New

  • 🚙 Omoda Jaecoo Australia x Western Sydney Wanderers: "Driving football forward. Proud to welcome Omoda Jaecoo Australia to the Wanderers family ahead of our historic Sydney Super Cup clash against Chelsea FC."

  • 👨‍⚕️ Movember x Melbourne Victory: "This Men's Health Week, Movember and Melbourne Victory are proud to announce a new partnership that will see Movember mental health guidelines piloted in community football clubs to support improved mental health for players, coaches and volunteers. Together, we're helping clubs build stronger, safer and more connected environments - on and off the pitch."

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].

Keep Reading