Highlights

Rugby Australia continued its recent partnership announcements with Hahn as its official beer partner, and the renewal of IHG Hotels & Resorts through to 2028. It follows recent new partnership announcements with Coca-Cola and Starward Whisky, plus renewals with MJ Bale, RM Williams and CyberCX.

Avis was announced as the new Car Rental partner of PGA of Australia and Golf Australia. Avis was one of Scout’s Brands To Watch last week - before the Golf partnership was announced - see why in last week’s Scout Pro article.

St. Ali Coffee became the official coffee partner of Hawthorn FC, after signing with Commonwealth Games in April. The coffee category has been heating up in recent months (pun intended), with activity from Bluestone Lane, Inglewood Coffee Roasters, Roasting Warehouse, Campos Coffee, Coffee Supreme and more.

Mega Rewards signed a new partnership this week with the NBL. The competition platform was one of Scout’s Brands To Watch on 29 May:

Avis, Chobani, Omoda Jaecoo and Mega Rewards have all been Brands To Watch in the last month.

With the end of the Financial Year, it was a big week for sponsorship expiries. Scout Pro’s Hidden market captured 80 expired partnerships in the last week - brands that are likely to have budget deployable elsewhere. See the full list with Scout Pro.

For information on sponsorship Terms, asset availabilities and other Scout features, get in touch.

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  • 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

Announcements

AFL 🎽

New

  • ST. ALi Coffee Roasters x Hawthorn Football Club: "Two iconic brands? Delicious 🤎☕ We have teamed up with ST. ALi Coffee Roasters to serve up the finest coffee for members, fans, players and staff at our popular Kennedy Community Centre cafe, operated by Curtis Stone Events 🧑‍🍳"

  • 🩹 Victor Sports x Tasmania Football Club: "Victor Sports has joined the Devils as the Official Sports Medical Supplier and Sports Equipment Supplier for 2026 and 2027 🤝"

Renewal

  • 🍻 The Sporting Globe x Collingwood Football Club: "We're pleased to announce a partnership extension with The Sporting Globe for a further two seasons 🍻 As part of the deal, Collingwood members can access $10 pints by showing their membership in venue."

Rugby League 👕

New

  • 🥛 Chobani x One NZ Warriors: "Welcome to the whānau, Chobani 🍦🇳🇿❤️ Chobani have joined our sponsorship family as our official yogurt sponsor, proudly fuelling the team throughout the season."

  • ✈️ Corporate Traveller Australia + Penrite Oil x Perth Bears: "Strong partnerships build strong communities. We're proud to acknowledge our Bears in Business Co-Major Partners, Corporate Traveller Australia and Penrite Oil, whose support is helping shape this exciting new business network from the ground up."

  • Mother Energy x Parramatta Eels: "We're excited to welcome Mother Energy as the Official Energy Drink Partner of the Parramatta Eels in a new multi-year partnership through to the end of 2027."

Renewal

  • 📦 One World Courier x Wests Tigers: "The Wests Tigers are pleased to announce the continuation of their partnership with One World Courier Pty Ltd who will officially remain with the Club through until the end of 2028. Joining the Wests Tigers as a Player Sponsor in 2025, One World Courier has now become a Premier Partner, with their logo taking pride of place on the Club's NRL jersey."

  • 🩳 Reddawn Australia x Sydney Roosters: "We're proud to announce the extension of our partnership with REDDAWN Australia PTY LTD through to at least the end of the 2028 season. A valued partner since 2021, Reddawn will continue to feature on our NRL playing and training shorts, while expanding its support of the Club by featuring on our NRLW playing shorts from the 2026 season."

Rugby Union 🏉

New

  • 💼 Armillary x Gillies Group Hurricanes Poua: "The Gillies Group Hurricanes Poua are proud to welcome Armillary as an Official Partner for the 2026 season. As part of the partnership, Armillary's logo will feature on the clavicle of the Gillies Group Hurricanes Poua playing jersey, demonstrating its commitment to supporting the continued growth of women's rugby in Aotearoa."

  • 🍺 Hahn Brewing x Rugby Australia: "Rugby Australia is thrilled to confirm the return of LION to the rugby family with Hahn Brewing to become the Official Beer of the #Wallabies for at least the next two years. The partnership unites Hahn and the Wallabies in a shared ambition to celebrate the places and moments that bring rugby together."

Renewal

  • 🏨 IHG Hotels & Resorts x Rugby Australia: "Rugby Australia has today extended its long-time partnership for an additional three years with the IHG Hotels & Resorts as the Official Hospitality Partner of the #Wallabies and #Wallaroos through at least to the end of 2028. The new agreement extends an extraordinary 24-year relationship between the organisations."

  • 📺 TVNZ x Crusaders: "TVNZ is a wonderful partner of our club and we're thrilled to confirm a new three year partnership. ❤️🖤"

Cricket 🏏

Renewal

  • 🪖 The Masuri Group x Cricket Victoria: "Cricket Victoria is pleased to announce it has extended its 10-year partnership with safety partner The Masuri Group until 2030. To further support Victorian cricket, together, we will collaborate to introduce integrated neck protection as a standard feature across Masuri's entire cricket helmet range."

Harness Racing 🐴

Renewal

  • 🎰 TAB x Harness Racing Australia: "TAB will remain the Naming Rights Partner of The TAB Eureka for another two years, with Harness Racing Australia confirming the partnership extension ahead of the event's new Grand Final format on 21 November 2026 at Club Menangle. The renewal reinforces both organisations' commitment to growing harness racing and building on The TAB Eureka's success since its launch in 2023."

Golf ⛳

New

  • 🚗 Avis x PGA of Australia & Golf Australia: "Avis car-rental has signed a two-year partnership with the PGA of Australia and Golf Australia, becoming the official car rental partner for the organisations' major tournaments and initiatives. The agreement includes activations at events such as the BMW Australian PGA Championship and the Australian Open, while also offering exclusive car rental benefits to PGA members and golf fans across Australia and New Zealand."

Basketball 🏀

New

  • 🎁 Mega Rewards x NBL: "The NBL has today announced a new partnership with Mega Rewards, Australia's premium savings and loyalty platform, creating more opportunities for fans to access exclusive experiences throughout the season."

Renewal

  • 🍺 Coors x Brisbane Bullets: "We're proud to announce the renewal of our partnership with Coors for the Hungry Jack's NBL27 season. This extension continues Coors' support as major partner of the Coors Champions Club at the Brisbane Entertainment Centre, giving fans a premium matchday experience all season long."

  • 🔐 SKG Services x Adelaide 36ers: "The Adelaide 36ers are pleased to announce the renewal of their Major Partnership with SKG Services for the next two NBL seasons! 🤝"

Football ⚽

Renewal

  • 🚙 Carbiz Replacement Cars x Sydney FC: "Sydney FC and Carbiz Replacement Cars will provide benefit to community football for a 10th successive season as the Australian replacement car company once again joins forces with the Sky Blues to support grassroots football and inspire the next generation of players across Sydney. Carbiz will become the Naming Rights Partner of Sydney FC's Primary Schools Cup and support the club's hugely successful School Holiday Clinics and Skills Training Programs."

Motorsport 🏁

Renewal

  • 🚗 Omoda Jaecoo Australia x AUSX Supercross Championship: "We're excited to welcome Omoda Jaecoo Australia back as the Official Vehicle Partner of the 2026 Boost Mobile Australian Supercross Championship. After making history in 2025 as the first official vehicle partner in AUSX history, JAECOO returns for a second season, building on a partnership that delivered outstanding results both on and off the track."

Multi-Sport 🏆

New

  • 🏦 ASB x NZ Team (NZOC) + Athletics NZ: "ASB is teaming up with the New Zealand Olympic Committee (NZOC) and Athletics New Zealand to help more Kiwi participate in sport, supporting their progress and performance from grassroots programmes to the world stage. ASB has signed partnerships with the NZOC and Athletics New Zealand for seven and five years respectively, with funding to cover direct support for the New Zealand Team to pinnacle events, a school education programme for NZOC and two major youth development programmes for Athletics New Zealand."

  • 📱 One NZ x New Zealand Team: "A surprise announcement at One NZ's national staff conference marked the launch of a landmark partnership between One NZ and the New Zealand Team. One NZ is now a Premium Partner of the New Zealand Team, in one of the country's most significant sports partnerships in recent years."

  • 🧊 YETI x Commonwealth Games Australia: "Hot coffee and ice-cold hydration will be the order of the day at Glasgow 2026, with premium outdoor brand YETI set to support the Australian Commonwealth Games Team with customised products as an Official Supplier."

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

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