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Western Bulldogs announced a two-year partnership extension with AFL Principal and AFLW Co-Major Partner CoinSpot.

CoinSpot has featured on the Bulldogs Playing Kit since May 2021. In the month the partnership was announced, CoinSpot enjoyed its peak search on Google. It has grown to over 3m registered Australian users - Australia's largest cryptocurrency exchange.

Crypto sponsorship investment has grown in recent years with activity from Crypto.com (AFL), Swyftx (Super Rugby, NRL, Lions & more), and seven other brands. CoinSpot is therefore under-invested in sponsorship, relative to its market position.

Crypto category investment is skewed heavily towards AFL, NRL and Rugby (17 of the 18 largest deals). While this ensures sponsors are showing up against competitors, it leaves clean air in the summer codes for a crypto brand to dominate share of sponsorship. Nexo currently owns summer through its partnership with AO.

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Activity this week

Announcements

AFL 🎽

Renewal

  • 🪙 CoinSpot x Western Bulldogs: "We are excited to announce a two-year partnership extension with CoinSpot, Australia's number one cryptocurrency exchange. The new deal will see CoinSpot remain as a principal partner of the AFL team and a co-major partner of the AFLW team for at least the next two seasons."

  • 🔒 CyberCX x Collingwood Football Club: "Collingwood is proud to announce that CyberCX is deepening its support for AFLW as a major sponsor of Collingwood Women's team, with the CyberCX brand now proudly featured on the Coaches playing and training apparel 🖤 CyberCX Chief People Officer, Snezana Bakalovski MAICD said: 'Cyber security is all about working as a team to secure our communities and at its core, the same teamwork, trust and shared purpose is why we are so proud to support Collingwood Football Club's AFLW team who pioneer women's sport.'"

  • 🚗 Hyundai x Brisbane Lions: "3 More Years 🦁 We are proud to announce our partnership extension with Major Partner, Hyundai. This week we also celebrate 21 years of Hyundai powering the pride 🦁"

  • 🛡️ TAL Australia x GWS GIANTS: "The GIANTS are proud to extend our partnership with TAL Australia as a major partner of our AFLW program for a further three years 🧡 Our partnership will continue to play an important role in bringing people together, strengthening local communities and creating moments of connection for fans, families, players and volunteers. The partnership will see the TAL logo remain on the AFLW playing and training shorts, solidifying their commitment to our team as we prepare to start the season with a bang this Sunday, August 16 against West Coast at ENGIE Stadium."

Rugby League 👕

New

  • 💼 Renown Lending + BroFit Bankstown + Unique Workplace Consulting x Canterbury-Bankstown Bulldogs: "As we head towards the end of the 2026 season, we're taking the opportunity to recognise some of the businesses that joined our Bulldogs in Business community this year. 🔵 A big thank you to Renown Lending, BroFit Bankstown and Unique Workplace Consulting for coming on board in 2026 and supporting the continued growth of our business network."

Rugby Union 🏉

New

  • 🏛️ Queensland Government x Rugby Australia: "HEADING NORTH! 🇦🇺 A golden era of international rugby is headed for North Queensland with Rugby Australia confirming that Townsville will host #Wallabies Test matches in 2027, 2029 and 2030 as part of a partnership struck with the Queensland Government. And with Townsville's Queensland Country Bank Stadium already confirmed to host four matches at next year's Rugby World Cup, the addition of Wallabies Tests against Argentina (2027), Georgia (2029) and Argentina (2030) will ensure an unprecedented line-up of Test rugby for the region over the next four years."

Cricket 🏏

New

  • 🚚 Budget Car & Truck Rental x Perth Scorchers: "Perth Scorchers are pleased to welcome Budget Car & Truck Rental Pacific as an Official Partner. 🟠🟠 The partnership brings together two trusted brands with a shared focus on connecting people with the moments that matter, from getting to the cricket, to getting away on holiday. Budget will feature across key club assets throughout the season, including on the playing pants, with a range of fan-facing initiatives to follow."

  • 🚚 Budget Car & Truck Rental x Hobart Hurricanes: “Budget Car & Truck Rental will become the Official Vehicle Rental Services Partner for Cricket Tasmania, supplying both passenger and commercial vehicles to support the organisation's operations both in Tasmania and interstate.”

Renewal

  • 🏏 Kookaburra Sport x Cricket Australia: “With a connection from the grassroots level all the way to Test cricket, Kookaburra Sport's and Cricket Australia’s partnership will continue until at least 2030.”

  • ❤️ Staying Alive Health x Cricket Victoria: "Make your club heart-safe 24/7 with Staying Alive Health ❤️ Cricket Victoria is pleased to announce the renewal of our partnership with Staying Alive Health, giving affiliated clubs the opportunity to apply for a fully funded Community Heart Safe Grant valued at more than $14,995."

Table Tennis 🏓

New

  • 🏛️ City of Ballarat x Table Tennis Australia: "Table Tennis Australia is delighted to announce the support of the City of Ballarat for November's 2026 WTT Youth Contender Ballarat, which will once more bring international table tennis to Australian soil 🏓 TTA wishes to thank the City of Ballarat for their incredible support, with the tournament set to take place from 14-17 November 2026 📆"

Hockey 🏑

New

  • 🚙 Metro Ford Newstead x Hockey Queensland: "Hockey Queensland has expanded the statewide reach of its Junior Blaze and Macquarie Group Sport Clinics, driven by a vital vehicle and logistical partnership with Metro Ford Newstead. Operating under the banner of Eagers Automotive Limited, the automotive dealership has provided the official Hockey Queensland Ford Ranger, enabling elite athletes and coaching staff to seamlessly transport essential equipment, including hundreds of professional sticks, training balls, and comprehensive development resources—across diverse regional areas spanning from Bundaberg to Tweed and out to Warwick."

Basketball 🏀

New

  • 💪 SA1NT Group Compression x Tasmania JackJumpers & Tasmania Jewels: "We are proud to announce that high-performance apparel innovator SA1NT Group Compression has officially inked a one-year as the official compression partner of the Tasmania JackJumpers and the Tasmania Jewels."

  • ✒️ Sharpie x NBL: "The NBL has announced Sharpie as the Official Marker of the NBL. The partnership will see Sharpie connect with fans across the Hungry Jack's NBL27 season, focusing on community moments and bringing supporters closer to their favourite players through autograph opportunities, in-game activations and creative fan experiences."

  • 🏀 Straptor x South East Melbourne Phoenix: “We're excited to announce Straptor has joined the Phoenix family as the official strapping and tape partner for NBL27.”

Renewal

  • ActewAGL x UC Capitals: "The University of Canberra Capitals are delighted to announce the renewal of our long-standing partnership with ActewAGL, who will continue supporting the club throughout the 2026/27 WNBL season. 💜 A proud supporter of the Capitals for around a decade, ActewAGL remains one of the club's longest-standing partners, united by a shared commitment to community, connection and creating memorable experiences for Canberrans. ⚡"

  • 🍺 Good Drinks Australia x Adelaide 36ers: "The Adelaide 36ers are proud to announce a two-season extension of our partnership with Good Drinks Australia, continuing a successful relationship that has enhanced the club's gameday experience for members and fans 🍺"

  • ⛏️ Rio Tinto x Perth Lynx: "Perth Lynx and Rio Tinto have strengthened their long-standing relationship, signing a new three-year agreement that will see Rio Tinto continue as a Major Partner of the club through to the end of the 2028/29 WNBL season."

Netball 🏐

New

  • 🏡 Fletcher Riley Estate Agents x Sunshine Coast Lightning: "The Sunshine Coast Lightning are excited to announce Fletcher Riley Estate Agents have come on board as a Premium Partner of the Club."

Renewal

  • 🛏️ Leesa x Sunshine Coast Lightning: "Starting your Monday right 💜 Leesa locked in for '27 ⚡"

Football ⚽

Renewal

  • 🏆 Awards and Trophies x Brisbane Roar: "Excited to announce that Awards and Trophies is back on board as a club sponsor for season 2026/27! 🧡🦁"

  • Workplace Law x Melbourne City FC: 🤝 We’re delighted to extend our partnership with Workplace Law for another two years!”

Pickleball 🥒

Renewal

  • 🚗 Leapmotor Australia x National Pickleball League: "Leapmotor and National Pickleball League expand Australian-first partnership across league, venues, members and events. Three months in, the automotive brand's first major Australian sporting investment now spans every layer of the country's fastest-growing sport, a full-ecosystem integration rarely seen from a new market entrant. Where most category partnerships in Australian sport attach to a single asset, such as a team, a venue or an event, the Leapmotor agreement was structured as category-exclusive across the NPL's entire operation: its professional league, its owned venue network, its national events calendar and its membership base."

Horse Racing 🏇

New

  • 💎 Catanach's Jewellers x Melbourne Racing Club: "Catanach's Jewellers has been named the Official Heritage Partner of Melbourne Racing Club's MRC150 celebrations, recognising a partnership that has helped shape some of Australian racing's most iconic trophies for more than 50 years."

Triathlon 🚴

New

  • 🏋️ Anytime Fitness Australia x AusTriathlon: "A powerful new partnership begins. AusTriathlon is excited to partner with Anytime Fitness Australia to help more Australians embrace an active lifestyle, take on new challenges and achieve their goals. With 630+ clubs nationwide, Anytime Fitness will support our triathlon community with strength and fitness opportunities while helping more Australians experience triathlon."

Squash 🎾

New

  • 🍺 Feral Brewing Co x World Squash Masters Championships: “The 2026 World Squash Masters Championships is pleased to welcome Feral Brewing Co as an official partner for the highly anticipated tournament.”

Stadium 🏟️

New

  • 🍺 LION, Coca-Cola Europacific Partners, Diageo, Suntory Global Spirits & FELLR x Accor Stadium: "Welcome to LION, Coca-Cola Europacific Partners, Diageo, Suntory Global Spirits and FELLR as the official beverage partners at Accor Stadium."

  • 🍺 LION, Coca-Cola Europacific Partners, Diageo, Suntory Global Spirits & FELLR x CommBank Stadium: "Welcome to LION, Coca-Cola Europacific Partners, Diageo, Suntory Global Spirits and FELLR as the official beverage partners at CommBank Stadium."

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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