Our Pick
La Trobe Financial was the standout mover this week, expanding its partnerships as Collingwood’s AFLW Major Partner; and as the official Asset Management Partner of Allianz Stadium and Accor Stadium for the next three years.
The strategic combination gives La Trobe Financial a strong national footprint, with major partnerships in both Sydney and Melbourne, across multiple leagues, with national reach, and year-round exposure.
The extensions help La Trobe retain share of sponsorship amid broader finance-sector movement, with recent announcements including Trilogy Funds x Hawthorn(3-year renewal), Challenger Limited x Golf (5-year renewal) and Perpetual x Geelong.
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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
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Activity this week
Announcements
AFL 🎽
New
🏕️ Ingenia Holiday Parks x Geelong Cats AFLW: “We’re excited to welcome Ingenia Holiday Parks as our newest AFLW Elite Partner and Presenting Partner of AFLW Coaches...”
🪙 La Trobe Financial x Collingwood AFLW: “La Trobe Financial have extended their partnership to our women's program, signing on as an AFLW Major Partner.”
Venues 🏟️
Renewal / Expansion
🏦 La Trobe Financial x Allianz Stadium / Accor Stadium: “La Trobe Financial will continue its partnership with Allianz Stadium for a further three years and has extended its reach to Accor Stadium...”
Rugby League 👕
New
🏦 Police Bank x Sydney Roosters: “Police Bank Ltd. has joined the Sydney Roosters as the Official Matchday Partner of the Emergency Services Match for the next two years.”
Supercars 🏁
New
🪟 Outlook Mesh x Matt Stone Racing: “MSR are proud to partner with Outlook Mesh on the No.4 Sherrin Rentals Camaro...”
Renewal
🪽 Red Bull x Red Bull Ampol Racing: “Red Bull has inked a three-year extension to its naming rights sponsorship deal with Triple Eight.”
🔋 Century Batteries x Supercars: “Century Yuasa Batteries set to continue as the Official Battery of Supercars.”
Basketball 🏀
New
✏️ Mayfield Childcare x Cairns Taipans: “The Taipans welcome Mayfield Childcare Limited as a major sponsor.”
🩹 SA1NT Layers x Brisbane Bullets: “The Brisbane Bullets are proud to welcome SA1NT Layers as our Official Compression Partner...”
🩹 Elastoplast x Tasmania JackJumpers: “We’re proud to welcome Elastoplast Australia & New Zealand as the Official Strapping & Medical Tape Partner...”
Renewal
🚚 United Carriers x South East Melbourne Phoenix: “We're excited to announce the partnership extension with United Carriers for NBL27.”
🛋️ Harvey Norman x Sydney Kings / Sydney Flames: “We’re proud to announce the continuation of our major partnership with Harvey Norman...”
🚗 Gerald Slaven x UC Capitals: “The University of Canberra Capitals are delighted to announce the renewal of their partnership with Gerald Slaven...”
Rugby Union 🏉
New
⛳ Golf 24 x Queensland Rugby Union: “Looking forward to the QRU's new partnership with Golf 24 Australia.”
Renewal
🏋️ PTP x Rugby Australia: “Rugby Australia is pleased to announce a multi-year extension of its partnership...”
⚡ Electrical Group Training x RugbyWA: “Electrical Group Training has renewed and expanded its partnership...”
Football⚽
New
🚘 Chery Dealers x Adelaide United: “Adelaide United is pleased to announce a new one-year partnership with Southern Chery Morphett Vale...”
Renewal
🛒 Foodland x Adelaide United: “Adelaide United is proud to announce the extension of its partnership with Foodland Supermarkets Australia...”
Golf ⛳
New / Expansion
🛡️ FM x Golf Australia: “FM is now an Official Partner of the Capital.com Australian Open through 2028.”
Squash 🏓
New
🍸 74 Islands Distillery x World Squash Masters Championships: “The 2026 World Squash Masters Championships is pleased to welcome 74 Islands as an official event partner...”
American Football 🏈
New
🍻 The Sporting Globe x NFL Australia: “The Sporting Globe has become the NFL’s Official Sports Bar Partner in Australia...”
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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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