Why: Ring (cameras) has re-entered the sponsorship market this week, signing with Essendon Bombers.

Context: New build and first home buyers are the primary customers for home security, hence the alignment to North-West Melbourne (Bomber’s heartland), one of the fastest growing residential regions in Aus.

So what: A recent shift in messaging (“connecting with communities”) suggests a longer-term commitment to sponsorship. Look for Ring to target clubs aligned to other major growth corridors (e.g. Western Syd, SEQ/GC and WA)

🛡️ CyberCX x AFL: "The AFL has announced Australia’s leading cyber security organisation, CyberCX, will become the Official Cyber Security Partner of the AFL and AFLW, and become a naming partner of the AFL Review Centre (ARC) for the next two years."

🍬 Gello Beans and Gello Snakes x AFL: "Gello Beans and Gello Snakes have officially entered a five-year licensing agreement with the Australian Football League (AFL)... establishing themselves as the official partner of the league."

⚡ V Energy x Adelaide FC: "We're proud to welcome V Energy as the Club’s official energy drink partner for the next three years, with Captain Jordan Dawson also coming on board as V Energy’s Player Ambassador."

🧹 MOVA TECH x Essendon FC: "We're excited to announce our new partnership with MOVA TECH, who will join the Club as its Official Home Cleaning Appliance, Outdoor Lawnmowing and Personal Care Products Partner for 2026."

🔔 Ring x Essendon FC: "We’re thrilled to announce its new partnership with Ring, the leading smart home security brand, who will join the Club as its Official Home Security Partner in 2026."

🏥 Latrobe Health Services x North Melbourne FC: "The partnership sees Latrobe Health Services become an Official Partner of The Huddle, our Official Health Insurance Partner and our official Coaches Partner, with Latrobe Health's brand to be proudly worn by all AFL and AFLW coaching staff."

🏫 Mayfield Childcare x Port Adelaide FC: "Port Adelaide Football Club is proud to welcome Mayfield Childcare as a Principal Partner of the club."

✈️ Virgin Australia x Sydney Swans: "The Sydney Swans are proud to announce a new three-year partnership with Virgin Australia who will join the club as the Official Domestic Airline of the Sydney Swans."

🪥 Colgate x AFL: "Colgate have extended their partnership which will also see them add Brownlow Red Carpet naming rights to their portfolio"

📈 Crypto.com x AFL: "Crypto has added to their partnership as the AFL Fantasy partner in 2026, offering $300,000 in total prizing to fans, an uplift from $108,000 in 2025."

⚡ Monster Energy x AFL / AFLW: "Monster have renewed their partnership with the AFL and expanded their support, signing as an official partner of AFLW for 2026 and beyond."

📺 TCL Electronics x AFL: "Leading consumer electronics manufacturer TCL Electronics have renewed their partnership as the Official TV and Whitegoods Partner of the AFL... extended this partnership through to the end of 2028."

🏠 realestate.com.au x Sydney Swans: "The Sydney Swans and realestate.com.au have announced a three-year partnership extension, which will see Australia’s number one address in property, extend its commitment as major partner until at least the end of the 2029 AFL and AFLW seasons."

🦷 NZCM x One NZ Warriors: "New Zealand Custom Mouthguards (NZCM) is the latest company to join the One New Zealand Warriors’ sponsorship family after signing a two-year deal as the club’s official mouthguard supplier."

🤝 Disability Expo Australia x Gold Coast Titans: "Disability Expo Australia and Titans celebrate second year of partnership... Proud to extend our partnership."

🏉 Hunter Junior Rugby League x Newcastle Knights: "Historic partnership with Hunter Junior Rugby League extended. Knights Director of Football Chris James, said the partnership includes mutually beneficial objectives for all parties involved."

🤝 Zenn Ability x Penrith Panthers: "The Panthers are pleased to announce Zenn Ability has renewed their partnership with the club for the 2026 season, entering the fourth year of the relationship."

📊 Parallel 42 x Crusaders: "Crusaders welcome new partnership with data specialists Parallel 42... 'Our partnership with P42 has been highly collaborative and has delivered an automated reporting suite that provides timely insights and has transformed the way data is integrated across our environment.'"

🥤 NZ Muscle x Moana Pasifika: "Welcome to the Moana Pasifika aiga, NZ MUSCLE LIMITED, our Official Protein and Supplements Partner... Their wide range of high-quality sports nutrition products and supplements will help our team stay fuelled and performing at their very best."

🏁 Dritimes x Basketball Australia: "Basketball Australia is excited to announce that Dritimes are on board as an official partner of the Australian national teams."

🏋️ Snap Fitness x Sydney Kings: "Sydney Kings have teamed up with Snap Fitness for the upcoming Hungry Jacks NBL Finals Series. This partnership will see this leading Australian fitness provider become a strong feature to the Sydney Kings home games."

🚗 CarCoop x Basketball Queensland: "Basketball Queensland is pleased to confirm that CarCoop will continue as the naming rights partner of the Queensland State League and QSL Youth competitions through to 2028."

🧠 Tackle Your Feelings x Netball Queensland: "Netball Queensland has announced a groundbreaking partnership to deliver the acclaimed Tackle Your Feelings (TYF) mental health education program throughout Queensland’s netball community, embedding vital wellbeing support directly into community sport environments."

🎙️ NOVA Entertainment x West Coast Fever: "We’re pumped to announce that our partnership with NOVA Entertainment is officially continuing! And what better way to celebrate than having Dan and Sash join Nathan, Nat & Shaun live in the studio this morning!"

👟 Sports Direct x Sydney FC: "We are delighted to announce a new partnership with leading global retailer Sports Direct, who will join the Sky Blues until the end of the A-League 2025–26 season."

👕 Ace Race x AusCycling: "Australian BMX apparel company Ace Race has expanded its place in the community by becoming AusCycling’s new official BMX on-bike apparel partner."

🔥 Supagas x Erebus Motorsport: "We’re thrilled to continue our long-standing partnership with Supagas and are grateful for their continued support of our team... to support the team in 2026 with the gas and consumables they rely on across race weekends."

🏟️ Helloworld Travel Limited x VNSW: "Helloworld Travel Limited has touched down in Western Sydney, securing the inaugural naming rights for Penrith’s new state-of-the-art venue in a landmark five-year agreement... officially named Helloworld Stadium."

📈 Totality x VNSW: "Totality, the global multi-asset investment platform (formerly Saxo Australia), has officially landed at Allianz Stadium as its Official Online Trading Partner... places the brand in front of over one million annual visitors through 2028."