Highlights

Football Australia announced a new two-year partnership with Coca-Cola as Official Supplier of the Socceroos and Matildas. It follows Coca-Cola signing with NRL last month and takes the brand to 25 major sponsorships - 7th-most of any brand in Australia/NZ.

Chinese Auto manufacturer GAC Australia has entered the Australian sponsorship market with Sydney FC. It is the 10th major new entrant in the Auto category in the last 12 months, with more deals coming soon.

At a category level, it was a busy week in wealth management:

  • First Mortgage Trust x Hurricanes (new major partner to 2028)

  • Trilogy Funds x Hawthorn (renewal to 2029)

  • Remara x Hoops Capital (removal from website indicating expiry this week)

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Activity this week

This Week In Sponsorship

Announcements

AFL 🎽

New

  • 🧼 Broadscope Facility Services x Essendon Football Club: "We're proud to announce a new partnership with Broadscope Facility Services, who will come on board as the Club's Official Cleaning Partner."

  • 🧺 Fisher & Paykel / Haier x Carlton Football Club: "The Carlton Football Club has welcomed Fisher & Paykel and Haier as a new partner, joining as a Gold Partner across both the AFL and AFLW programs."

  • 🏡 Mimosa Homes x North Melbourne FC: "We're thrilled to have Mimosa Homes Pty Ltd join the club as the Official Residential Home Building Partner across our AFL, AFLW, VFL and VFLW programs."

  • 🛒 Whatnot x St Kilda Football Club: "St Kilda Football Club is proud to welcome live-stream shopping platform Whatnot as the club's official exclusive live shopping partner through to the end of 2026! 🛍️"

Renewal

  • 🔥 Kleenheat x Fremantle Dockers: "The Fremantle Football Club has expanded its partnership with Kleenheat, with the WA-based energy retailer extending its support to the Club's women's program (AFLW)."

  • 💰 Trilogy Funds x Hawthorn Football Club: "Hawthorn and Trilogy Funds will extend their partnership for a further three seasons."

Rugby League 👕

New

  • 🏗️ CBS Complete Building Solutions x Canterbury-Bankstown Bulldogs: "Welcome CBS Complete Building Solutions as a Bulldogs Corporate Partner for the 2026 season."

  • 🔗 Celigo x Canterbury-Bankstown Bulldogs: "We're excited to officially welcome Celigo as a presenting partner of the Bulldogs in Business 🔵⚪"

  • 🎤 Element Live Productions x Manly Warringah Sea Eagles: "We're excited to welcome Element Live Productions to the Sea Eagles family as our Official Events Solutions Partner. From game day audio to live production, their team will help bring the atmosphere of 4 Pines Park to life and enhance the experience for our Members, fans, and corporate partners for at least the next two seasons."

  • 🚐 Nomadic Off-Road Campers x Dolphins: "We're proud to welcome Nomadic Off-Road Campers as an Official Partner of the Dolphins. 🐬"

  • 🖨️ Benefitz x New Zealand Rugby League: "We're excited to announce our partnership with Benefitz as official print & signage suppliers for NZRL."

Rugby Union 🏉

New

  • 🏦 FMT x Hurricanes: "The Hurricanes are proud to welcome FMT - First Mortgage Trust as a Major Partner and the club's Official and Exclusive Lending and Investment Partner."

Basketball 🏀

New

  • 🪖 WA Government x Perth Wildcats: "The Perth Wildcats are proud to partner with the WA Government to strengthen community engagement through basketball and active lifestyles, while promoting career opportunities in WA's defence industry."

  • 🏅 The Duke of Edinburgh's International Award x Basketball NSW: "Basketball NSW has officially partnered with The Duke of Edinburgh's International Award (the Duke of Ed) as a Duke 4Sport Partner, helping young people across the state engage in basketball while working towards their Duke of Ed."

Renewal

  • 🏦 Bank of New Zealand x Basketball New Zealand: "We're incredibly proud to extend our partnership with Bank of New Zealand, deepening our shared commitment to growing community basketball and supporting coaches right across Aotearoa."

Football ⚽

New

  • 🥤 Coca-Cola x Football Australia: "Football Australia is excited to announce a new two-year partnership with Coca-Cola, which will see the global brand join as the Official Supplier of Australia's senior national teams – the CommBank #Socceroos and CommBank #Matildas. 🇦🇺⚽"

  • 🚗 GAC Australia x Sydney FC: "Sydney FC is proud to announce a new partnership with GAC Australia, marking another exciting step forward for the club off the pitch. 🤝 The GAC branding will feature prominently across Sydney FC's A-League Men's, A-League Women's and Academy playing and training kits, with the company taking over the right sleeve position across the club's football programs."

Motorsport 🏁

Renewal

  • 📱 Boost Mobile x AUSX Supercross Championship: "The Boost Mobile AUSX Supercross Championship presented by Monster Energy has unveiled its 2026 schedule, with Boost Mobile Australia reaffirming its commitment to the rapidly growing series as Naming Rights Partner for the upcoming season."

Multi-Sport 🏆

New

  • 🏛️ Australian Sports Commission x Commonwealth Games Australia: "From local Aussie clubs to Glasgow, an innovative new partnership will unite millions of people in community sport with our Australian Commonwealth Games Team on the world stage. We have joined forces with Commonwealth Games Australia to champion Play Well, Australia's national sport participation strategy, in the leadup and at the Glasgow 2026 Commonwealth Games."

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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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