Highlights

Melbourne Victory welcomed BYD as a new Major Partner.

The partnership provides the ideal complement to BYD’s Sydney Roosters sponsorship, now giving the EV brand a footprint in a new market (Melbourne), new season (summer), and a new code (football).

Another Auto brand upgraded a partnership this week, now appearing in a Club’s Principal partners - find out which with access to Scout Pro’s hidden market.

Optus was announced as a new major partner of the NBL and WNBL. The Telco brand was previously significantly under-invested in sponsorship relative to its market position; and skewed heavily towards WA with its Optus Stadium partnership. While Telstra still dominates winter with NRL/W naming rights and top-tier AFL/W partnerships, Optus now owns a significant share of Telco sponsorship in summer.

Optus joins other major Australian brands that have partnered with the NBL in recent months, including Virgin Australia and Nine Network.

It was a busy week in Health Insurance, with Peoplecare announced as Parramatta Eels NRLW partner, and Melbourne Storm welcoming AIA. In the Eels NRLW, Peoplecare will access the most-followed Women’s team in the NRL or AFL - a deal first reported to Scout Pro subscribers in March.

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Activity this week

This Week In Sponsorship

Announcements

Rugby League 👕

New

  • 🪃 Deadly Choices x Newcastle Knights: "Today marks an important step forward for the Newcastle Knights and our commitment to community. We are proud to announce a historic partnership with Deadly Choices, bringing together two organisations united by a shared goal of improving health outcomes and creating meaningful opportunities for Aboriginal and Torres Strait Islander communities."

  • 🏠 James Place x Newcastle Knights NRLW: "We're proud to welcome James Place as an Official Partner of our NRLW program. Their support of the Newcastle Knights NRLW team reflects a shared commitment to creating positive impact in communities and investing in the continued growth of women's sport."

  • 💗 Peoplecare Health Insurance x Parramatta Eels: "We're proud to welcome Peoplecare Health Insurance as the Official Health Insurance Partner of our NRLW and female pathways programs."

  • 🥤 PURE Sports Nutrition x New Zealand Rugby League: "New Zealand Rugby League (NZRL) has officially finalised a high-performance partnership with premium local supplement manufacturer PURE Sports Nutrition, naming the company the Official Nutrition Partner for the senior men's Kiwis and senior women's Kiwi Ferns national teams."

  • RGK Wheelchairs / Sunrise Medical x New Zealand Rugby League: "We're excited to partner with RGK Wheelchairs supplied in New Zealand by Sunrise Medical - Australia/NZ, as official wheelchair supplier of the Wheel Kiwis. An exciting partnership ahead of the inaugural Wheelchair Rugby League World Cup 🤝"

  • 🧠 AIA Australia x Melbourne Storm: "Melbourne Storm has today announced a new partnership with leading health and wellbeing insurer AIA Australia, joining the Club as the Official Mental Health Partner and Health Insurance Partner of Melbourne Storm."

Rugby Union 🏉

New

  • 🩺 Bauerfeind ANZ x Rugby Australia: "Rugby Australia is delighted to announce a new multi-year agreement with Bauerfeind ANZ as the Official Supplier of Compression and Supports for Australia's National Teams until the end of 2027. The partnership will see Bauerfeind ANZ's medical-grade technology integrated into the high-performance programs of the #Wallabies, #Wallaroos, and the Australian Men's and Women's Sevens programs."

  • 🏘️ Gillies Group x Hurricanes Poua: "The Hurricanes are excited to confirm Gillies Group as the landmark naming rights sponsor for the Gillies Group Hurricanes Poua ahead of the 2026 Super Rugby Aupiki season. The new partnership means the team will now be known as the Gillies Group Hurricanes Poua, as they were referenced in the lead-up to, and during, this weekend's season-opener against the Blues at Eden Park."

  • 👕 Macron x Tonga Rugby Union: "On behalf of the Tonga Rugby Union, we are proud to announce a 5-year partnership with Macron as official kit supplier of the Tonga national rugby team. This partnership is built on identity, pride, performance, and the enduring spirit of a nation that carries its story from the islands of the Pacific to the global stage."

  • 🍻 Moa Brewing Company x Matatū: "Matatū is proud to announce a new partnership with Moa Brewing Company Limited, a collaboration that goes beyond match-day. Moa has stepped up to publicly champion women's rugby, recognising the resilience, ambition, and talent driving the sport forward. Together, we're enhancing the fan experience with Southern Alps Ultra Lager, Hey Hey RTD, and 0% options - while staying committed to a strong host responsibility mindset."

Renewal

  • Encore x Fijian Drua Women: "The Fijian Drua today announced Encore as the newest partner to feature on the kit of the Drua Women's team marking a major step forward in the continued growth of women's rugby in Fiji. Encore will now proudly feature on the side panels of the McDonald's Fiji Drua Women's playing jersey. The multi-year partnership strengthens the longstanding relationship between the Drua and Encore, who currently serve as the club's event technology partner across both the men's and women's teams."

  • 💼 Employment Hero x Auckland Blues: "The nib Blues Women are proud to announce an exciting extension of Employment Hero's partnership with the Blues, with the leading employment platform now joining as a Major Partner of our women's programme."

  • 👔 M.J. Bale x Rugby Australia: "Rugby Australia has extended its partnership with Australian menswear brand M.J. Bale for a further four years, with the company remaining the Official Formalwear Partner and Tailor to the Wallabies through to 2029."

  • 👢 R.M.Williams x Rugby Australia: "Rugby Australia is proud to announce that the #Wallabies and #Wallaroos will continue to wear iconic R.M.Williams boots following a multi-year partnership renewal. The extension ensures that R.M.Williams remains the Official Partner and Formalwear Boot Supplier for Australia's national XVs rugby teams through to the end of 2029."

Netball 🏐

New

  • 🌸 Oasis Fertility Centre x Netball WA & West Coast Fever: "We are pleased to welcome Oasis Fertility Centre as the preferred supplier of fertility services to Netball WA athletes. Oasis Fertility Centre and Oasis imaging are Perth-based specialist led clinics providing personalised and compassionate care."

Golf ⛳

New

  • PGA TOUR / DP World Tour x Golf Australia: "Golf Australia has secured a three-year agreement with the PGA TOUR and DP World Tour to elevate the men's Capital.com Australian Open from 2027 to 2029, strengthening its global standing and commercial outlook."

Basketball 🏀

New

  • 🧮 Learn Fresh x Adelaide 36ers: "The Adelaide 36ers are proud to announce a new partnership with Learn Fresh to deliver the internationally recognised NBA Math Hoops program to schools across South Australia and the Northern Territory 📚"

  • 📱 Optus x NBL & WNBL: "The NBL Group has today announced a new multi-year partnership with Optus, marking a significant step in basketball's journey to connect fans to moments that matter and support the continued growth of basketball across Australia. Spanning both the WNBL and NBL, the partnership aligns two organisations committed to innovation, community connection and the future of Australian sport."

Football ⚽

New

  • 🚗 BYD Australia & New Zealand x Melbourne Victory: "Melbourne Victory is proud to announce BYD Australia & New Zealand as a Major Partner and the Club's exclusive Motor Vehicle Supplier 🤝"

Motorsport 🏁

New

  • 🧦 Melbourne Sock Co. x Tickford Racing: "Leading Supercars championship outfit Tickford Racing has structurally bolstered its commercial portfolio for the remainder of the 2026 season, securing a multi-car sponsorship deal with homegrown apparel brand Melbourne Sock Co. (MSC). The alignment will see MSC branding integrated across both of Tickford's Ford Mustangs, debuting at this weekend's Darwin Triple Crown."

Marathon 🏃

New

  • 📺 SBS x TCS Sydney Marathon: "The TCS Sydney Marathon presented by ASICS has secured a two-year broadcast partnership with SBS, making the national broadcaster the event's exclusive free-to-air and streaming partner for 2026 and 2027."

Triathlon 🚴

New

  • 🧳 Scicon Sports x AusTriathlon: "AusTriathlon is proud to announce a new partnership with Scicon Sports who join as the organisation's Official Luggage and Eyewear Partner and a key supporter of the High-Performance Team. 🇦🇺"

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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