Highlights
Zoo Fit (VIVA Leisure) signed a new partnership with Fremantle Dockers on a three-year Term. It follows major moves in WA from Revo Fitness (WA Football) and Snap Fitness (Western Force). The deal also marks an expansion beyond VIVA Leisure / Club Lime’s strong foothold in NSW and ACT.
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Hawthorn announced a five-year partnership renewal with KFC. It is the latest Quick Service Restaurant partnership in AFL with a Term beyond 2030, including KFC x Collingwood, Port, McDonald’s x AFL, Lions, Hungry Jacks x Crows and more.
The Hawks provide KFC with a fast-growing youth-skewed platform, having grown their social media following more than any other AFL team in the last two years.
Toyota Material Handling renewed its long-term Principal Partnership with the Canberra Raiders through to the end of 2030, locking away another top jersey asset for the next four years.
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Activity this week

This Week In Sponsorship
Announcements
AFL 🎽
New
💪 Viva Leisure x Fremantle Dockers: "The Club and Viva Leisure have announced a three-year partnership across the Club's AFL and AFLW programs as Zoo Fit prepares to launch in WA. As part of the agreement, the partnership will include Optus Stadium branding and fan activations designed to engage members and supporters throughout the season."
Renewal
🍗 KFC x Hawthorn Football Club: "Hawthorn Football Club has extended its partnership with KFC for another five years, taking the collaboration through to its 10th year. The renewed agreement will see KFC continue as a Premier Partner across the club's AFL and AFLW programs, with branding featured on playing kits, match-day activations and fan experiences."
Rugby League 👕
New
🔧 Friendly Plumbing x Sydney Roosters: "The Sydney Roosters are proud to announce that Friendly Plumbing Pty Ltd has partnered with the Club to support Forever Roosters Day, taking place when the Sydney Roosters host the Parramatta Eels National Rugby League Club in Round 19 at Allianz Stadium."
Renewal
🪃 Preston Campbell Foundation x Gold Coast Titans: "The Gold Coast Titans and the Preston Campbell Foundation have officially entered into a new Memorandum of Understanding (MOU), reinforcing their long-standing commitment to Indigenous youth development. The agreement, which remains in effect until June 30, 2027, solidify a relationship built over years of shared community initiatives. The cornerstone of this partnership is the Deadly Futures program."
🛠️ Toyota Forklifts x Canberra Raiders: "Toyota Material Handling Australia, represented by its Toyota Forklifts brand, has today announced a landmark extension of its Principal Partnership with the Canberra Raiders, securing a renewed agreement through to the end of the 2030 season."
Rugby Union 🏉
New
🛒 FreshChoice x Matatū: "We are proud to welcome FreshChoice as an official partner for the 2026 season, strengthening a growing connection across the South Island rugby community. The expanded partnership builds on FreshChoice's existing relationship with the Crusaders and reflects a shared commitment to supporting high performance rugby and the continued growth of the women's game."
Renewal
🚜 AFGRI Equipment x RugbyWA: "RugbyWA has extended its partnership with AFGRI Equipment, confirming the company as the Naming Rights Partner for the 2026 AFGRI Albany 7's. Building on a record 2025 event that featured more than 1,000 junior players and 77 teams, the tournament will also form part of Albany's Bicentenary celebrations, with commemorative merchandise and community initiatives planned."
Cricket 🏏
New
🍺 Hahn x South Australian Cricket Association: "Cheers to an exciting partnership – on and off the pitch 🏏🍻 We're proud to announce that Hahn is now the official beer partner of the South Australian Cricket Association."
Renewal
🏥 Perth Children's Hospital Foundation x Perth Scorchers: "Today, we had some very special coaches at the WACA Ground. Perth Scorchers players Lance Morris, Lilly Mills, Amy Edgar and Mahli Beardman were put through their paces this morning by a group of incredible Perth Children's Hospital Foundation Ambassador Kids, all navigating serious health challenges with a smile on their faces and energy to burn. The session marked the renewal of our charity partnership with PCHF, backing Kids Rehab WA at Perth Children's Hospital."
Water Polo 🏊
New
🛡️ BMS Group x Water Polo Australia: "New Partner announcement, welcome BMS Group! 🤝 We're proud to welcome international insurance brokers BMS Group to the Australian Water Polo family as a National Supporter of the 2026 World Aquatics Water Polo World Cup Finals in Sydney."
Basketball 🏀
New
🥗 Bowlsome AU x Adelaide Lightning: "We're excited to welcome Bowlsome AU as an official partner of the Adelaide Lightning for the 2026/27 WNBL season! ⚡🤝 Founded by Danielle elia Bowlsome is on a mission to make healthy eating simple, creating chef-crafted meals using fresh, locally grown, seasonal ingredients, delivered straight to your door."
✈️ Nexus Airlines x Basketball WA: "Basketball WA (BWA) has announced a new corporate partnership with Nexus Airlines, focusing on expanding the sport's regional development pathways and streamlining travel logistics across Western Australia. The alignment directly addresses the unique geographical challenges of managing sports leagues in the state by securing reliable transport infrastructure for Basketball WA's regional development personnel and referee networks."
🥨 Openway Food Co. x Melbourne United: "We are excited to announce a new major partnership with Openway Food Co. for the NBL27 season, with leading brand Table of Plenty joining the club as its Official Snack Partner. United by a shared commitment to wellbeing, community and helping people make better choices every day, the partnership will see Table of Plenty support Melbourne United's players, coaches and fans throughout the season."
🍺 Pirate Life Brewing x Perth Wildcats: "Pirate Life are on deck 🍻 The Perth Wildcats are excited to announce a new multi-year partnership with Pirate Life Brewing, who join the club as the Official Beer Partner, while Pirate Life Perth becomes the Official Game-Day Venue of the Wildcats."
Renewal
🏨 Choice Hotels x NBL: "The NBL is pleased to announce Choice Hotels Asia-Pac has renewed its partnership for the NBL27 Season 🤝 The extension will see Choice Hotels continue as the Official Hotel Partner of the NBL, helping fans stay connected to the game while enjoying great value accommodation across Australia and New Zealand."
Football ⚽
New
👕 Konqa x Central Coast Mariners: "We are proud to announce a new partnership with Konqa! 🤝 The Australian owned company are the club's new official kit and apparel partner, an exciting new partnership as the Mariners enter a new era."
Triathlon 🚴
New
🏊 Speedo x AusTriathlon: "AusTriathlon is proud to announce a new partnership with Speedo who join as the organisation's Official High-Performance Swim Training Partner. 🏊 This partnership represents a significant step forward in strengthening the swim capability of Australia's triathletes, with Speedo providing world-class swimwear, goggles and training equipment to support athletes across the High-Performance program."
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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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