
This Week In Sponsorship
Highlights
MYER was announced as the new major partner across Collingwood’s AFL and AFLW programs.
The broader fashion retail category has been particularly active in sponsorship in recent months, with moves from THE ICONIC, HUGO BOSS and more.
Coca-Cola signed a three year-partnership with NRL and NRLW as official non‑alcoholic ready‑to‑drink beverage partner.
The brand is one of the most active in Australian sport, with over 30 major team and league sponsorships.
Western Sydney International Airport has partnered with Western Sydney Wanderers in their first-ever sporting club partnership, as Inclusion & Belonging Partner, with a strong focus on the Western Sydney community.
The Travel category has been one of the fastest-growing in sponsorship in the last 12 months – see all Hot Categories with Scout Pro.
United Resource Management (URM) has partnered with the Australian Turf Club as new Official Waste Services Partner, delivering waste management services across all ATC venues. The deal complements their Manly major partnership, with with a year-round sponsorship presence beyond the NRL season.
Melbourne Storm announced BMD Group as an Official Partner of Storm’s Female Pathways and Women of Storm programs in an initial two-year partnership.
The deal adds to a diverse portfolio for BMD Group, including long-term partnerships with Brisbane Lions, North Queensland Cowboys, Queensland Rugby League, Western Sydney Wanderers, Melbourne Vixens and more recently Perth Scorchers. See any brand’s sponsorship portfolio with Scout Pro.
Want exclusive intel?
Join Scout Pro to see:
Which 11 brands were new/returning to sponsorship this week?
Which budget travel brand is about to announce a new partnership?
Which apparel brand now has the most sponsorships?
Other features:
The Hidden Market - new deals not announced publicly this week
Expired partnerships - deals ended in the last month
New entrants - brands new to sponsorship this week
Brands to Watch - Scout recommendations based on competitor activity
Hot Categories - the most active / fastest growing sectors
Activity this week

This Week In Sponsorship
Announcements
AFL 🎽
New
📰 Herald Sun x Western Bulldogs: "The Western Bulldogs have formalised a partnership with the Herald Sun and the Melbourne Press Club to establish the Sam Landsberger Sport Journalism Fellowship."
🛍️ MYER x Collingwood Football Club: "We've welcomed MYER to the black and white family, with the Australian retailer coming on board as a Major Partner across both AFL and AFLW programs"
🧃 Nippy's Fruit Juices x Port Adelaide FC: "Port Adelaide is pleased to welcome Nippy's Fruit Juices Pty Ltd as a key partner across all three of its football programs, and not-for-profit arm Power Community Limited."
🪃 Deadly Choices x North Melbourne FC: "North Melbourne is proud to announce a formal partnership with Deadly Choices, Australia's leading First Nations preventative health program"
🏢 Active Strata Management x Canterbury-Bankstown Bulldogs: "We're excited to welcome Active Strata Management to Bulldogs in Business Club 1935."
Renewal
👟 New Balance / Belgravia Apparel x St Kilda Football Club: "We're proud to announce the extension of our long-standing partnership with global apparel powerhouse New Balance, in collaboration with its elite Teamwear partner Belgravia Apparel, through to the end of 2030!"
Rugby League 👕
New
🥤 Coca-Cola Australia x NRL & NRLW: "Coca-Cola Australia has announced a landmark three-year partnership with the National Rugby League (NRL), reclaiming its position as the official non-alcoholic ready-to-drink beverage partner for both the men's and women's competitions through 2028."
🏗️ BMD Group x Melbourne Storm: "Melbourne Storm is proud to announce BMD Group as an Official Partner of Storm's Female Pathways and Women of Storm programs, signing a two-year agreement that will help drive the next phase of growth in women's rugby league in Victoria."
Rugby Union 🏉
Renewal
🛵 Delivereasy x Hurricanes: "As the 2026 season reaches past its midpoint, we're proud to be continuing our partnership into 2027 with New Zealand's homegrown delivery app, Delivereasy."
🍺 Garage Project x Hurricanes: "The Hurricanes are proud to have Garage Project alongside us throughout the 2026 season. Garage Project continues to be a key part of game day at Hnry Stadium, bringing their iconic Wellington craft beer to fans and helping create an atmosphere that feels distinctly local."
Netball 🏐
New
🅿️ Park On King x Netball NSW & GIANTS Netball: "Netball NSW has strengthened its travel support network, announcing a new partnership with Park On King for the remainder of 2026 — with GIANTS Netball also set to benefit."
Basketball 🏀
Renewal
🎨 Supercurious x UC Capitals: "The UC Capitals have announced a two-season extension of their strategic and creative partnership with Canberra-based agency Supercurious."
Swimming 🏊
New
🎓 Griffith University x Swimming Australia: "We're excited to celebrate an exclusive three-year partnership between Swimming Australia and Griffith University to deliver a world-class Paralympic Performance Program at Griffith's High-Performance Hub on the Gold Coast."
Touch Football 🤾
New
📊 InvestStream x Touch Football Australia: "Touch Football Australia (TFA), in collaboration with NSW Touch Football (NSWTF) and Queensland Touch Football (QTF), is pleased to announce the launch of the first phase of a new, digitised Touch Almanac, delivered in partnership with InvestStream."
Horse Racing 🏇
New
♻️ United Resource Management x Australian Turf Club: "We're proud to welcome United Resource Management (URM) to the Australian Turf Club partner family. As our new Official Waste Services Partner, URM will deliver waste and recycling services across all ATC venues."
📻 SEN x Perth Racing: "Perth Racing has secured a two-year media partnership with Sports Entertainment Network (SEN), aiming to build on strong audience growth and expand its presence across Western Australia."
Media 📻
New
🔨 Bunnings x SEN: "SEN, in partnership with Bunnings, is excited to announce the launch of Bunnings Tradio on DAB+ in Melbourne, Sydney and Brisbane, with the station also available nationally via the SEN app."
Football ⚽
New
✈️ Western Sydney International Airport x Western Sydney Wanderers FC: "Western Sydney International (Nancy-Bird Walton) Airport (WSI) and Western Sydney Wanderers FC have launched a landmark partnership today, with Sydney's new 24-hour global gateway becoming the club's official Stream Champion – Inclusion & Belonging partner."
🤖 Arcanum AI x Wellington Phoenix: "Arcanum AI joined us as our Matchday Partner in Christchurch for our clash with WSW on 18 April."
Motorsport 🏎️
Renewal
💻 Autodesk x Grove Racing: "We'll continue to integrate advanced digital solutions into our engineering and operational processes thanks to our extended partnership with Autodesk and their advanced Design and Make platform 🤝"
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

Are you hiring? Get in touch with our partner business, Talent Economy.
Partner with industry experts, Talent Economy, to unearth top talent across the Aussie media, sport, entertainment and marketing sectors. Head to talenteconomy.com.au, follow on LinkedIn or email [email protected].