This Week In Sponsorship
Highlights
MOVA expanded its partnership with Essendon to become AFLW Co-Major Partner.
The deal was one of four AFLW kit deals confirmed this week, with Clubs confirming their apparel partners as players return to pre-season training.
Fast-growing EV Brand Leapmotor became the first exclusive Auto partner of National Pickleball League.
It is their second major announcement in two months, after partnering with URBNSURF, with both properties supporting the brand’s active lifestyle positioning.
Federal Pacific Insurance has signed a multi-million dollar partnership as Shirt Sponsor of Lakapi Samoa.
The Insurance (& Brokers) category is particularly competitive in Rugby Union, with major plays from Gallagher, BMS, Howden, Resilience Insurance and more.
Greater Bank was confirmed as Gold Coast Titans “Netball Partner” this week.
The deal was first announced to Scout Pro subscribers in April as a Brand To Watch
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The Hidden Market - new deals not announced publicly this week (12)
Expired partnerships - deals ended in the last week (18)
New entrants - brands new to sponsorship this week (16)
Brands to Watch - Scout recommendations on brands to target
Hot Categories - the most active / fastest growing sectors
Activity this week
This Week In Sponsorship
Announcements
AFL 🎽
New
🫀 DonateLife x Richmond Football Club: "The Richmond Football Club is proud to become a DonateLife community partner, helping raise awareness about organ and tissue donation so more Australians can receive a life-saving transplant."
🤖 MOVA TECH x Essendon Football Club: "We're excited to announce MOVA TECH as our AFLW Co-Major Partner, expanding their support from the existing AFL partnership."
🏛️ City of Parramatta x AFL & GWS GIANTS: "The City of Parramatta has announced a new partnership with the AFL - Australian Football League and the GWS GIANTS to strengthen community sport and boost economic activity across the region."
🧵 Waverley Mills x Tasmania Football Club: "The Devils have teamed up with one of the Tasmania's most iconic makers, Waverley Mills, to create something truly special, a pair of exclusive, limited-edition pieces that celebrate both craftsmanship and community 🤝"
Renewal
👟 New Balance / Belgravia Sports Apparel x GWS GIANTS: "The GIANTS are excited to announce that New Balance and Belgravia Sports Apparel have expanded their partnership with the club, becoming the Official On-Field Apparel Partner of the GIANTS AFLW program, while also extending their support to the next generation of AFL stars through the GIANTS Academy."
✔️ Nike x Collingwood Football Club: "Collingwood Football Club is thrilled to announce Nike as the Club's Official Apparel Partner across all programs, bringing together every team under the iconic Swoosh."
📦 Orbit Logistics x North Melbourne FC: "We are pleased to announce Orbit Logistics has renewed their partnership with the club for 2026!"
🐆 PUMA Group x Carlton Football Club: "PUMA Group has become our AFLW Apparel partner through to at least the end of 2029. In doing so, it means the raised monogram will be worn by both AFL and AFLW sides from 2026."
Rugby League 👕
New
🚑 Defibrillators Australia x Melbourne Storm: "Melbourne Storm is pleased to announce Defibrillators Australia as an Official Partner for the 2026 season."
🏠 Wollongong Homeless Hub & Housing Services x St George Illawarra Dragons: "The St George Illawarra Dragons' partnership with Wollongong Homeless Hub & Housing Services continues in this Saturday's 50-50 Charity Raffle at WIN Stadium."
Rugby Union 🏉
New
🛡️ Federal Pacific Insurance Samoa x Lakapi Samoa: "Federal Pacific Insurance Samoa has committed $3 million over the next two years as the major sponsor of Lakapi Samoa in one of the biggest sponsorship deals for provincial rugby in recent years."
🌱 GoodRich x Hurricanes: "The Hurricanes are thrilled to welcome GoodRich as the Official Erosion Control Partner of the Hurricanes Men's Super Rugby team."
💎 Partridge Jewellers x Hurricanes: "We're proud to welcome Partridge Jewellers as the Hurricanes Official Jeweller"
Renewal
📊 Moore Australia x RugbyWA: "RugbyWA is delighted to extend its partnership with Moore Australia's Perth-based firm for a further two years, continuing in its role as the organisation's Accountancy Services Partner."
Hockey 🏑
Renewal
✈️ SportsLink Travel x Hockey Australia: "Hockey Australia is pleased to announce the renewal of its longstanding partnership with SportsLink Travel, with SportsLink continuing as Hockey Australia's Official Travel Partner and exclusive Travel Management Services provider for Hockey Australia-managed travel programs."
Netball 🏐
New
🏘️ Brighton Australia x Sunshine Coast Lightning: "The Sunshine Coast Lightning are excited to announce Brighton Australia as a Premium partner for the next two seasons."
🏦 Greater Bank x Gold Coast Titans (Titans Netball): "Proud to welcome Greater Bank to the family 💚🩵"
🔧 Klein Tools x Melbourne Mavericks: "The Melbourne Mavericks are pleased to announce a new partnership with Klein Tools, with the global hand‑tool manufacturer committing to the club for the 2026 and 2027 seasons."
Basketball 🏀
New
🏀 Wyndham Basketball Association x Melbourne United: "Melbourne United is excited to announce that the club has officially partnered with the Wyndham Basketball Association."
Pickleball 🥒
New
🚗 Leapmotor Australia x National Pickleball League: "The National Pickleball League (NPL) today announced Leapmotor Australia (Leapmotor) as its Official Automotive Partner, marking the first exclusive automotive partnership in Australian pickleball."
Cricket 🏏
Renewal
🏏 Kookaburra x SACA: "SACA is pleased to announce a five‑year extension with Kookaburra, continuing our long‑standing partnership through to 2031."
Table Tennis 🏓
New
🏛️ Goulburn Mulwaree Council x Table Tennis Australia: "Table Tennis Australia is excited to announce the support of Goulburn Mulwaree Council for both the 2026 TTA Tour New South Wales and the 2026 TTA National Senior, Youth & Para Championships, with two major national events set to be hosted at Veolia Arena in Goulburn 🏓"
Football ⚽
New
🍷 Irvine Wines x Western Sydney Wanderers FC: "Heritage, craftsmanship and connection come together as Irvine Wines becomes Presenting Partner of the Irvine Wines Field Club for the 2026/27 season."
💻 Leader Computers x Adelaide United: "Adelaide United is proud to announce a new partnership with Leader Computers, who will join the Club as a partner ahead of the Isuzu UTE A-League Finals campaign."
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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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