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The start of the NBL season saw 17 major partnership announcements in Basketball.
Spotlight became the NBL's new Official Celebration Partner.
The retailer has expanded its presence in sport from appearing on LED to an Official partnership, including matchday, digital and community activity, built around moments of celebration.
NBL also announced Heinz as an Official Partner for the 2027 season.
It builds on partnerships with Venues NSW and Auckland FC locally, while recent competitor activity includes Hellman’s x NFL Australia. Globally, Kraft Heinz has also signed major partnerships with the NFL and Disney, showing a wider push into sports, entertainment and fan food moments.
The Solar and Renewables category continues to heat up, with new announcements from SIPEnergy x Roosters and Carbon Savers x Melbourne United, following recent movements from Green.com.au, Think Renewable, G8 Energy, Specialized Solar & more.
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Activity this week
Announcements
Rugby League 👕
New
☀️ SIPENERGY x Sydney Roosters: "The Sydney Roosters are proud to announce a new partnership with SIPENERGY, naming them the Club's Official Solar Partner in a multi-year agreement running through to the end of 2028. The partnership, commencing in 2026, will connect Sydney Roosters Members and fans with trusted solar specialists dedicated to delivering tailored, customer-focused solutions. Sydney Roosters Chief Operating Officer Jarrod Johnstone said: 'We're delighted to welcome SIPENERGY to the Sydney Roosters as our Official Solar Partner. SIPENERGY has built its business around quality, service and providing solutions tailored to its customers, and those values align strongly with the standards we hold at the Roosters.'"
Rugby Union 🏉
New
💳 Visa x World Rugby: "World Rugby has secured a partnership with digital payments leader Visa, appointing the enterprise as Principal Partner and Official Payment Technology Partner for the Men's Rugby World Cup 2027 and Women's Rugby World Cup 2029 in Australia. The multi-tournament agreement reinforces the commercial scale of rugby union's premier global properties while establishing a secure payment framework across venues. A dedicated 48-hour priority ticket sale will open to eligible Visa cardholders from 12:00 AEST on 28 September until 30 September 2026, ahead of general sales starting on 1 October 2026. Beyond venue payment processing, Visa will secure brand integration as the presenting partner of the Player of the Match award across both competitions."
🏉 Silver Fern Sport x NSW Rugby Union: "NSW Rugby Union has announced a commercial agreement, securing Silver Fern Sport as an Official Partner for Rugby Training Equipment, excluding balls, through to 31 December 2028. The partnership is designed to deliver tangible financial and operational benefits directly to grassroots rugby clubs across New South Wales, underpinning the ongoing rollout of the Small Equipment Legacy Program. Under the terms of the agreement, all junior and senior clubs will receive a specialised rugby pack and comprehensive product catalogue. Furthermore, affiliated clubs will receive a ten per cent credit on eligible general and Legacy Grant purchases, providing a valuable financial mechanism to reinvest back into local club resources."
Renewal
⛽ Santos Ltd x Queensland Rugby Union: "The Queensland Rugby Union is delighted to announce a two-year extension to its major partnership with Santos Ltd which extends a relationship first commenced in 2019. The extension is a powerful demonstration of the long-term investment in Rugby across Australia by Santos at a grassroots, provincial and national level."
Cricket 🏏
New
🛡️ AAMI x Perth Scorchers: "A new chapter begins. We're delighted to announce AAMI as the new Principal Partner of the Perth Scorchers, marking the start of an exciting partnership built on shared values, ambition, and community connection. Welcome to the Scorchers family, AAMI. 🧡"
🛡️ AAMI x Sydney Sixers: "We're proud to welcome AAMI as our Principal Partner for the next two years. Together, we share a commitment to supporting communities and creating positive experiences for Australians both on and off the field 🩷"
⚡ Genesis x New Zealand Cricket: "New Zealand Cricket has signed a three-year partnership with energy company Genesis, its first major partnership in the energy sector. The deal includes Genesis Smash Play naming rights and back-of-shirt branding across the BLACKCAPS and WHITE FERNS. Genesis will also sponsor the opening Powerplay of every NZC home white-ball international for the next three seasons, alongside fan activations and grassroots initiatives."
Renewal
🍊 Tangerine x Melbourne Renegades: "🍊 Excited to welcome Tangerine as our new Principal Partner as we head into an exciting summer of WBBL and BBL action. Renegades players, staff and Foundation Members gathered at Junction Oval to mark the announcement and recognise the supporters who have been with us since day one. We're thrilled to be extending our partnership into a third year, with the Tangerine logo set to now feature on the front of our playing shirts throughout WBBL|12 and BBL|16."
🏏 Kingsgrove Sports x Cricket NSW: "Cricket NSW and Kingsgrove Sports have extended their long-standing partnership with a new multi-year agreement, reinforcing a relationship that has helped support cricket across New South Wales for decades. Under the renewed partnership, Kingsgrove Sports will continue as the naming rights partner of the NSW Premier T20 competitions while expanding its support of the Cricket NSW pathways system as naming rights partner of the AW Green Shield, Brewer Shield and Poidevin-Gray Shield competitions."
Tennis 🎾
New
💊 Swisse Wellness x Tennis Australia: "Australia's favourite junior tennis program just levelled up! We're thrilled to welcome Swisse Wellness (part of H&H Group) as the new naming rights partner of Swisse Hot Shots Tennis and to introduce rising Aussie star Maya Joint as our newest ambassador. Maya is joining forces with world No.7 Alex de Minaur to inspire the next generation of tennis lovers across the country. Welcome to the new era of Swisse Wellness (part of H&H Group) Hot Shots Tennis. Let's play."
Basketball 🏀
New
🦶 Podiatry Services SA x Adelaide Lightning: "The Adelaide Lightning is excited to welcome Podiatry Services SA as an official partner for the WNBL27 season. As a proudly South Australian organisation, Podiatry Services SA shares our commitment to supporting our local community and the continued growth of women's sport in our state."
💧 Liquid I.V. x Adelaide Lightning: "Excited to welcome Liquid I.V., part of the Unilever family, to the Adelaide Lightning as an Official Partner for WNBL27! ⚡️ Liquid I.V. will be helping keep our Lightning players, fans and wider SA community hydrated all season long and we're excited to have such a great brand joining the Lightning family."
🏨 Hotel Grand Chancellor Brisbane x Brisbane Bullets: "🏀 The Brisbane Bullets are proud to welcome Hotel Grand Chancellor Brisbane as our Official Hotel Partner for the Hungry Jack's NBL27 season. Situated in the heart of the city, Hotel Grand Chancellor will host visiting NBL teams throughout the season, ensuring every club that comes to Brisbane experiences the standard of hospitality this city is known for. The partnership extends to supporters, too, with overnight fan packages available across the season, giving fans the chance to turn a night at the basketball into a weekend in Brisbane."
🍻 Goldie's Tavern x Brisbane Bullets: "🏀 We're excited to welcome Goldie's Tavern as an official Venue Partner of the Brisbane Bullets! Can't make it on the road with us? Catch every Bullets away game LIVE at Goldie's in South Brisbane and watch alongside fellow Bullets fans. They'll also be showing our home games throughout the season, so you won't have to miss a minute of the action. Bullets members can look forward to exclusive discounts, special experiences and plenty more at Goldie's throughout NBL27."
🎮 NBA 2K x Brisbane Bullets: "🏀 The Brisbane Bullets are proud to welcome NBA 2K as an Official Partner for NBL27, bringing together two brands united by a shared passion for basketball and commitment to entertainment. Throughout the season, fans can play NBA 2K27 pre-game in the Funzone, go in the running for a seat upgrade at every home game, and a lucky few will score codes for NBA 2K27."
🎓 University of the Sunshine Coast x Brisbane Bullets: "The Brisbane Bullets have announced an education partnership with the University of the Sunshine Coast. The exciting multi-year agreement reflects mutual interests in the geographic corridor from the Fraser Coast down to Moreton Bay and the state capital Brisbane. As well as appearing on the Bullets' uniform and at game days, UniSC and the Bullets will offer work-integrated learning opportunities for students, partner on research collaborations and deliver community engagement opportunities on site at UniSC. Among the study pathways that stand to benefit from the partnership are sports and exercise science, nutrition and dietetics, marketing and communications and the new UniSC program in international sports management."
🤖 iCoach Software x NBL: "The NBL has today announced a new partnership with Australian sports technology company iCoach Software, using AI and predictive intelligence to bring fans, coaches and broadcasters closer to the game."
🎉 Spotlight x NBL: "The National Basketball League (NBL) announced on Friday a new partnership with Spotlight, as the NBL's Official Celebration Partner ahead of the Hungry Jack's NBL27 season. The partnership brings together two brands united in creating moments that bring families and communities together. Spotlight will be woven into the NBL experience in ways that reflect what the brand does best, helping people mark the moments that matter, from game day traditions to the big wins worth celebrating. Fans will see Spotlight come to life across broadcast, matchday and digital touchpoints throughout the season, with creative activations designed to add colour and moments of fun to the fan experience. The partnership will also extend into the League's community and events programming, and include activity linked to the NBL's festival of basketball, HoopsFest Perth."
☀️ Carbon Savers x Melbourne United: "We are excited to announce that Carbon Savers has joined as a partner for the NBL27 season. Trusted by Australian households, Carbon Savers helps Aussies take control of their energy bills with smarter solar, battery storage, heating and cooling, hot water and EV charging solutions."
🥖 Balfours Bakery x Adelaide 36ers: "The Adelaide 36ers have partnered with Balfours Bakery in a two-year agreement, with the iconic brand to be featured on the back of the club's gameday media polo throughout the Hungry Jack's NBL27 and NBL28 seasons 🍞"
🍅 Kraft Heinz x NBL: "Kraft Heinz has signed on as an official NBL partner, bringing courtside branding and broadcast presence to the league ahead of the NBL27 season."
📊 RSM Australia x Perth Wildcats: "RSM Australia is proud to announce our two-year gold partnership agreement with the Perth Wildcats, one of Western Australia's most successful sporting franchises. This new partnership brings together two organisations with a shared commitment to teamwork, performance and the Western Australian community. RSM Managing Partner Perth, Alasdair Whyte, says the partnership is more than a sponsorship agreement. 'The Perth Wildcats are one of Western Australia's most successful and respected sporting organisations, renowned for their winning culture, team players and strong community connections,' he says. The partnership will run for the next two seasons of the NBL."
Renewal
🏋️ Accelerate Physiotherapy x UC Capitals: "HIGH PERFORMANCE, POWERED BY ACCELERATE 💜 We're proud to welcome back Accelerate Physiotherapy for a third consecutive season as we continue to build an elite high-performance environment for our athletes. With Will Maher continuing as our Head of High Performance and Jen Maher as Athlete Coordinator, the Accelerate team plays a vital role in keeping our Caps healthy, prepared and performing at their best throughout the WNBL season."
💪 Snap Fitness x Melbourne United: "We are thrilled to announce that Snap Fitness will return as a club partner for the NBL27 and NBL28 seasons. With this, The Snap Fitness Dream Team are set to once again showcase their high-flying talent across the next two seasons."
⚡ Alinta Energy x Perth Lynx: "Perth Lynx and Alinta Energy have strengthened their partnership signing a new two-year agreement that will see Alinta Energy continue as a Major Partner of the club ahead of WNBL27."
⛴️ SeaLink x Brisbane Bullets: "The Brisbane Bullets are proud to continue our partnership with SeaLink for NBL27, building on our shared commitment to showcasing one of Queensland's most iconic destinations, North Stradbroke Island."
Netball 🏐
Renewal
🧳 Send My Bag® x Sunshine Coast Lightning: "The Sunshine Coast Lightning are pleased to announce a renewed two-year premium partnership with international luggage shipping specialists Send My Bag® ⚡💜"
Motorsport 🏁
New
🎰 SkyCity Entertainment Group Auckland x AUSX Supercross Championship: "Supercross is taking over Auckland this October. We're excited to announce SkyCity Entertainment Group Auckland as an official partner of the Boost Mobile - Australia AUSX Supercross Championship presented by Monster Energy, helping us extend the AUSX experience beyond North Harbour Stadium and into the heart of the city. The weekend kicks off with the free AUSX Street Party @ SkyCity from 4pm on Friday, 30 October, featuring rider appearances, Q&As and autograph sessions, the chance to meet Cole Davies and Ken Roczen, and Supercross and partner activations."
Cycling 🚴
New
🚲 99 Bikes x AusCycling: "AusCycling is proud to be teaming up with 99 Bikes to bring AusBike to more Australian schools, helping more kids discover the freedom and joy of riding 🚲 🚲 🚲 The partnership will help deliver almost 200 AusBike incursion days into schools over the next two years, giving more than 15,000 additional children the opportunity to learn essential bike skills and experience the freedom and confidence that comes with riding."
Horse Racing 🏇
New
👶 KIDS Foundation x Melbourne Racing Club: "Pin & Win is back for 2026 🎗️ We're proud to welcome the KIDS Foundation as the MRC Foundation's Pin & Win charity partner for 2026 and 2027, with every pin sold supporting children and families impacted by trauma, injury, burns and disabling health conditions. This year's collection celebrates 150 years of the Melbourne Racing Club, featuring the traditional Sportsbet Caulfield Cup pin alongside a limited-edition Half Yours silks pin, commemorating his historic 2025 Cups double."
Renewal
💄 Beverly x Melbourne Racing Club: "We're excited to announce a new multi-year partnership with Beverly, strengthening one of our most successful premium hospitality collaborations. Beverly is ready to return to Caulfield this spring, already sold out for both Sportsbet Caulfield Guineas Day and the 150th running of the Sportsbet Caulfield Cup. As part of the new partnership, Beverly will take naming rights to Caulfield Social on Wednesday 14 October, building on its established presence across the race day and further strengthening its connection with the Carnival."
Other
Renewal
🛡️ Austability x Team Australia (Invictus Australia Sports Festival 2026): "Defence and security provider Austability has expanded its commitment to veteran rehabilitation by being named the Presenting Partner of Team Australia for the Invictus Australia Sports Festival 2026, presented by ATCO. Building upon its previous sponsorship of Team Australia at the Invictus Germany Sports Festival in June 2026, the renewed alignment will back a thirty-strong contingent of wounded, injured, or ill veterans as they compete against international delegations from New Zealand and the Republic of Korea in Perth this October. The multi-sport festival encompasses adaptive disciplines including indoor rowing, pickleball, swimming, and sitting volleyball, extending the global impact of the Invictus movement closer to home across the Indo-Pacific region."
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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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