New & noteworthy sport partnerships
Brand, commercial, strategic and media sports partnerships worth noticing
Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.
The sports industry sponsorship openings board gives sports organisations an opportunity to showcase their partnership openings, and brands the ability to discover the right fit.
New Happy Hour Sports Industry Networking event, presented by Groblox (Melbourne)
After the success of our debut “Happy Hour” sports industry networking in Melbourne earlier this year, and our most recent event in Sydney, we’re teaming up again with MEE Agency to launch our next event in Melbourne.
Event details
Date: Thursday 9 October
Time: 3:00pm - 6:30pm
Location: Melbourne
Venue: Royal Saxon Hotel, Richmond
Tickets: $27
NBL announced Tangerine as the Official Telco Sponsor and a Major Partner of the Hungry Jack’s NBL26 Season - the partnership will create new opportunities for fans through broadcast integrations, community activations and digital campaigns
NBL welcomed Choice Hotels as an Official Partner which will help better support fans, families and the wider basketball community by making travel to games and tournaments more convenient and comfortable
NBL inked a new deal with social-first betting platform Dabble which became its Official Wagering, Betting and Sportsbook Partner (thanks to some sharp shooting)
Melbourne Storm secured a new deal with Homedics which became the Club’s Official Recovery and Wellness Partner - it will support The Storm’s on-field performance by providing elite recovery solutions
Melbourne Stars and Intrepid extended their partnership for a 2nd season - the travel brand’s logo will be worn on the back of the BBL|15 and WBBL|11 playing jerseys and across the back of the players training kit
Melbourne United and global toy and family entertainment company Mattel exteneded their partnership and are set to bring the iconic brands Hot Wheels and UNO back to John Cain Arena for the NBL26 season
Melbourne United also shared that Ozito has extended its commitment as a Major Partner for an additional 3 seasons and that it will be running ‘Ozito Game Changers’ where people can nominate a club that’s changing the game beyond the court to go in the running to win $5,000 cash
Adelaide 36ers announced it will again be driven by Australian Motors Mitsubishi during NBL26 with Wayville & Southern Mitsubishi signing on as a club partner for a 7th season
Current Queensland Cricket beer partner Carlton United Breweries extended its sponsorship for a further 2 years, which will see the QLD Bulls carrying the ‘Great Northern’ brand on their two playing strips this season
Victoria Racing Club announced global insurance intermediary group Howden strengthened its partnership to include naming rights to what will now be known as Howden Victoria Derby Day
Perth Glory welcomed renowned West Australian coffee chain Muzz Buzz on board as a major partner for the next 2 x Isuzu UTE A-League seasons
Newcastle Jets announced Coates as a partner for the 2025/2026 season, as well as the 2026 Academy season
Hockey Australia and Automatorr launched a new partnership that will see the leader in Software Solutions, AI Technology and Process Automation committed to assisting the Kookaburras and Hockeyroos as the first ever official Coaches Partner for the next 3 years
Surfing Victoria and the Transport Accident Commission (TAC) announced the TAC Tradies Challenge (a specialty surf contest for tradesmen and women in Victoria) will return to URBNSURF this coming October
RAA became the exclusive Insurance and Roadside Assistance Partner of the bp Adelaide Grand Final, Australia’s largest domestic motorsport event
A 17-metre long AFC Women's Asian Cup mural (featuring portraits of key players from each of the 12 competing nations, including Sam Kerr) was unveiled in Perth's CBD, as it smashed a 110,000 tickets sold milestone
A powerhouse line-up of Australian award-winning artists including Tash Sultana, Baker Boy, Vera Blue, Mike Brady, Emma Donovan and Kee’ahn are set to join headline act Snoop Dogg at the AFL Grand Final’s Telstra Pre-Game Entertainment
AFL announced international athletics star Gout Gout and Olympic medallist Harry Garside will feature as a part of the Telstra Half-Time Sprint at the 2025 Toyota AFL Grand Final - Harry Garside has claimed that “I reckon I can beat them all”
AFL with the support of the Western Australia Government confirmed the return of ‘AFL Origin’ which will take place at Optus Stadium on 14 February 2026
AFL set an all-time club membership record of 1,363,437 members (3.26% increase) - 14 clubs broke their all-time membership record, with Collingwood (112,491), West Coast (107,079) and Carlton (100,743) topping the list
NSW Government announced it will provide $10m towards a legacy program for Men’s Rugby World Cup 2027 - funding will support the development of rugby at all levels across NSW, as well as grants for infrastructure, equipment and participation
Golf Australia unveiled a refreshed brand identity for the men's and women's Australian Open's
Netball Australia and the players' association locked in a 3-year collective player agreement which will see players receive a share of the sponsorship, broadcast and event revenue generated by the national team
One New Zealand Warriors (@nzwarriors) won the inaugural TikTok NRL Ladder competition, which saw teams go head-to-head on the field each week also competing on TikTok for the highest number of video views
New & noteworthy sport partnerships
Sports partnerships in the past 12 months have been anything but traditional.
As the sports industry becomes more fragmented, competitive, and culturally influential, brands, teams, athletes and media platforms are experimenting with new ways to connect with fans and stretch their impact.
This article takes a look at some of the new, notable and unexpected brand, media, strategic and commercial partnerships in sports — and provides insights into where sport is headed.
Bonds Flying Roos SailGP team
As the global sports marketplace becomes more fragmented and competitive, Niche sports, leagues and teams are emerging, and disruption of the traditional sports landscape is taking place.
Related: Sports landscape is shifting
The emergence and rapid growth of SailGP is a prime example of this trend. A few months ago, Hollywood stars Ryan Reynolds and Hugh Jackman became co-owners of Australia's SailGP team and rebranded it to the BONDS Flying Roos as part of a new title partnership with the underwear company.
Related: The growth playbook for emerging sports
Sydney Swans x Adora Fertility
Women's sports are experiencing unprecedented growth – In 2024, Deloitte found that global revenues in women’s elite sports reached US$1.28b, and it’s predicted to hit $2.35b in 2025, up 240% from $692m in 2022.
With the expansion of leagues such as the AFLW and NRLW, and growing profile of national teams such as the Matildas, new partnership categories have emerged.
Earlier this year, and in an AFL first, the Sydney Swans announced a new partnership with a leading fertility clinic, Adora Fertility and celebrated the deal with a baby race in front of 7NEWS cameras.
Adelaide AFLW x FertilitySA
More recently, Adelaide Crows AFLW also announced a new partnership with FertilitySA - the pair will work collaboratively on community activations, player education, and fan engagement throughout SA, including fertility awareness campaigns designed to reach women earlier in their sporting and professional careers.
Hawthorn x KOOKAÏ (and the rise of the women’s fashion)
The growth and expansion of women’s sports has also help underpin the rise in beaty and fashion partnerships.
Earlier this year, Hawthorn FC welcomed Australian-owned label KOOKAÏ to its brown and gold family in 2025, with the popular women's fashion label joining the club as an official partner.
Why is this worth noticing? Check out this post from Sarah Wymer, Senior Lecturer at Auckland University of Technology.
Other notable examples:
Brisbane Broncos partnered with Brisbane-based fashion label SABO to launch a new 2025 SABO x Broncos Jersey and sweatshirt, alongside a campaign where players paid tribute to the women who’ve shaped their careers
After suiting up the Sydney Swans men’s team for over 15 years, Australian-owned label Farage extended its support to the women’s side - the team debuted their new outfits at the AFLW Guernsey presentation
Last year, BEARE PARK became a sponsor of Football Australia and the 'Official Formal wear Partner of the CommBank Matildas' and introduced fans to their formal wear via a simple, but effective social media execution here
Sports x Beauty
Female athletes are redefining beauty. They’re increasingly looked-up to for their achievements, strength and individuality, and are changing the narrative around what it means to be beautiful. .
From sponsorships & endorsements, broadcast integrations & advertisements, product development & sampling, matchday integrations and experiential activations, beauty brands are carving out a powerful presence in sports.
MECCA x Australian Open and Formula 1
MECCA is increasingly getting active in sports.
In March, it activated its “MECCA MAX” Beauty Pit Stop Station at the Formula 1 Australian Grand Prix for the 2nd year in a row, providing fans with complimentary makeup applications, photo moments, product offerings and space to lounge for tired feet.
It also launched its new “MECCA SUMMER CLUB” at the Australian Open, and a new video and podcast series called “Momentum” which is designed to spark fresh conversations around women’s sport, fitness and health.
Beauty brands such as Bondi Sands, Shark Beauty, L'Oréal, La Roche-Posay, Maybelline, CeraVe and Cetaphil have been getting active in Australian sports.
Related: Beauty’s growing presence in sports
Isaac Quaynor x Beauty & Fashion
Collingwood star Isaac Quaynor is rapidly building a profile beyond football by aligning himself with beauty and fashion brands. He’s recently collaborated with the likes of Armani Beauty, Mecca, Ralph Lauren, Myer, cartier, eBay, Prada, Valentino, unison etc.
The line between athlete and creator is increasingly blurred, and today’s athletes are producing content, building audiences, and monetising their personal brands across digital platforms via partnerships.
Related: The rise of the athlete creator
On a global scale:
Google x Stephen Curry
Google recently named Stephen Curry as its new performance advisor in a multi-year deal which will see the NBA superstar work with Google Health, Pixel, and Cloud to shape the future of AI-powered wellness tools and bring his performance philosophy to athletes and everyday users alike.
OnlyFans x Nick Kyrgios
OnlyFans, a platform well-known for its X-rated roots, is moving towards the mainstream and sports is part of the plan.
Nick Kyrgios has a partnership with OnlyFans and is starring in a new pickleball-based reality TV series called "Smash City" on OnlyFans TV, alongside reality TV personality Sophie Stonehouse and adult film star Rachel Starr.
Related: The rise of athletes on OnlyFans
Many Australian athletes have significant social media followings that are often larger than the teams they the clubs and codes they represent, and this is leading to new partnerships with blue-chip brands.
Bailey Smith x Tinder
For example, Geelong FC’s Bailey Smith has been fronting a social-first “double date” campaign for Tinder, joining a suite of Gen Z voices and online personalities.
While athletes increasingly build their profile and secure new partnerships, sports organisation’s continue to explore new ways to build their revenue streams.
Sports teams have a big opportunity to stretch their brands and create new fans…
Strong, appealing and credible brands, large and passionate fan bases, sport science, coaching knowledge, access to elite players, elite facilities etc. - sports organisations are in an incredibly unique position to launch new ventures, and some have already realised this potential and started to capitalise.
Western Bulldogs x Kool Beanz
In May this year, it was announced that Kool Beanz and Western Bulldogs will open a childcare centre at the new Footscray Hospital after successfully securing the lease at the premises.
This is Kool Beanz’s first location in Victoria, but not its first partnership with an AFL team…
Gold Coast SUNS x Kool Beanz (2023)
It’s also previously partnered with the Gold Coast SUNS to open a ‘Kool Beanz SUNS’ centre adjacent to People First Stadium in March 2023.
Related: Non-traditional revenue streams for Australian and global rights-holders (Part 1), Non-traditional revenue streams for Australian and global rights-holders (Part 2)
Sports are partnering with other sports in multiple ways, some underpinned by third-party sponsors.
While it might seem counter-intuitive for teams, leagues and athletes to shine a light on potential competitors, cross-sport promotion can actually be a strategic way to broaden a sports’ appeal, expand its fan base, help generate earned media coverage, deliver commercial outcomes and strengthen the overall health of the sports industry.
Collingwood FC x TaylorMade Golf
Collingwood FC and TaylorMade Golf recently entered into a 2-year partnership, which got the industry talking.
Why would a golf brand advertise to a football audience?
Check out the rationale from Mark Edney, Founder & Head of Sponsorship at withandplus here.
Pirelli x Australian Open
In another somewhat similar scenario sits Pirelli, which became the Official Tyre Partner as part of a multi-year deal with the Australian Open.
Although this partnership doesn’t appear to make sense on the surface, there is likely a strong rationale around why they’re branching out from their motorsport heritage into tennis - Check out the comments here
Brisbane Lions x Brisbane Broncos x TAB
Although it’s well known that the AFL and NRL have a strong rivalry and often compete against one another (often for the title of Australia's biggest sport) across multiple metrics such as audience, participation, media rights, sponsorship, cultural influence etc, the Brisbane Lions and Brisbane Broncos teamed up to host its inaugural Brisbane Lunch (presented by TAB).
Sydney Swans x Sydney Roosters
More recently, Sydney’s NRL and AFL teams followed-suit - The Sydney Roosters Business Club and the Sydney Swans Network came together to host a corporate breakfast masterclass, delivering insights on high-performance leadership.
It’s not just teams working together.
NRL x NFL
It was recently reported that the NRL and NFL have agreed to work together - the NFL will assist with rugby league’s season-opener in Las Vegas, in return, the NRL will help with the NFL’s promotion for its first ever regular season game in Australia next year.
NBL x NBA
The NBA and NBL, in collaboration with Visit Victoria, announced that the New Orleans Pelicans will play 2 x preseason games against NBL teams in Melbourne this October, marking the first NBA games in Australia.
The shifting sports media landscape is giving rise to new media partnerships
Sports media is shifting from traditional broadcast dominance toward digital, social, and streaming-first platforms, where fans are no longer just passive viewers. They’re consuming sports on-demand, across multiple screens, and through interactive, community-driven experiences that blur the line between sport, entertainment, and lifestyle.
Thanks to the changing sports media landscape, new partnerships have emerged.
Nedd Brockmann x TikTok
Nedd Brockmann’s entire 1,600km ‘Nedd's Uncomfortable Challenge’ run was live-streamed on TikTok for 250+ hours, 4.9m+ people tuned in.
NFL x YouTube x IShowSpeed et.al
YouTube recently produced multiple alternative broadcasts of the NFL’s Brazil game - iShowSpeed, Tom Grossi, Robegrill and SKabeche were announced as the first group of content creators to host individual altcasts (IShowSpeed has nearly 3x times as many YouTube.
In 2023, streamer Casimiro (a then 28‑year‑old journalism dropout) grabbed exclusive streaming rights to the Women’s FIFA World Cup when no broadcaster wanted them and delivered them exclusively via a food delivery brand app — now his platform CazéTV holds the rights to all 104 matches of the 2026 Men’s World Cup.
Related: Sports media gold rush: rights boom meets digital disruption
Sydney Swans x Mamamia
Following a social media post highlighting the large amount of eligible bachelors attending football at the SCG went viral (receiving 500k+ views), the Sydney Swans have teamed up with Mamamia for a second consecutive year to host their ‘Match Day Mingle” event.
This partnership with Mamamia is a priceless tool for game development - It organically exposes the Sydney Swans (and game of AFL) to hundreds of thousands of Mamamia followers in a relevant way and without the requirement of any investment from the league.
In summary
What these partnerships make clear is that sport is a cultural engine where lifestyle, entertainment, technology, health, beauty and even childcare converge.
For rights-holders and athletes, partnerships are no longer just a revenue stream but a way to grow influence, reach new audiences, and future-proof their position in a changing landscape. For brands, the opportunities to stand out are bigger, but so too is the pressure to be relevant, authentic and creative.
Will the next wave of partnerships be just as noteworthy and surprising as the ones we’ve seen emerge over the last year? Watch this space.
Are there any other partnerships we missed worth noticing?
adidas - Senior Manager, Category Management (Originals) Pacific
adidas - Senior Manager, Digital Activation
AFL - Consumer Growth Lead
Airtasker - PR & Sponsorships Coordinator
Amer Sports - Digital Marketing Executive
Amer Sports - Head of Marketing
Asahi Beverages - Partnerships & Events Lead - Queensland
Australian Sports Foundation - Chief Executive Officer
Auto & General Australia - Head of Brand, Sponsorships and PR
Auto & General Australia - Sponsorships and PR Coordinator
Auto & General Australia - Senior Manager Sponsorships
Basketball Australia - Commercial Partnerships Coordinator
Bosch Group - Engagement Coordinator – Bosch Motorsport Australia
Cronulla Sharks - Community Engagement Lead
Dabble - Commercial Analyst
Easygo - Sponsorship Marketing Coordinator
Fanatics - Retail Events Manager
Flinders University - Associate Professor in Sports Management
Gemba - Creative
Golf Australia - Relationship Coordinator - Central Queensland
Golf Australia - Relationship Coordinator - Northern Queensland
Hockey Australia - Graphic Designer
Hopeful Monsters - Communications Manager, APAC
Hudl - Solutions Consultant
JD Sports - CRM & Email Marketing Manager
JD Sports - Senior Digital Trade Manager
KOJO - Associate Event Producer
KIC - Growth Marketing Manager
Lacrosse Australia - Chief Executive Officer
lululemon - Social Media Manager, Australia & New Zealand
Lion - Sponsorship & Events Leader
Melbourne FC - Key Account Manager
Melbourne Racing Club - Racing and Media Executive
MKTG Sport + Entertainment Australia - Content Specialist/Coordinator
MKTG Sport + Entertainment Australia - Creative Campaign Manager
MKTG Sport + Entertainment Australia - Graphic Designer
Moshtix - Business Development Manager - Events, Attractions & Sport
Netball Victoria - Events and Operations Manager
Netball NSW - GM - Audience & Growth
North Queensland Toyota Cowboys - Partnership Executive
NSW Office of Sport - Events Officer
NT Government - Sports Engagement Officer
Octagon - Event Manager (Fixed-Term Contract)
Octagon - Managing Director, Australia
Only Sports Media - Team Lead
Paralympics Australia - Head of Para Sport System & Partnerships
Queensland Government - Director
SANCTUM - Head of Events
Subway - Marketing Manager, Brand
Special Olympics Australia - General Manager, Major Events and Partnerships
Sport NSW - Events and Operations Manager
Sportsbet - Events Specialist
Sportsbet - Senior Marketing Insights Analyst
Sportsbet - Social Content Creator
Sports Entertainment Network - Commercial Manager
Sports Entertainment Network - Partnership Manager
Swimming Australia - Paralympic Campaign Operations Lead
Tasmania FC - Head of Marketing
Tennis Australia - Brand Manager - Events
Tennis Australia - Event Marketing Coordinator
Tennis Australia - Marketing & Communications Manager
Tennis Australia - Philanthropy and Fundraising Manager
Tennis Australia - Social Impact Programs Coordinator
THE ICONIC - Head of Sports
Two Circles - Sponsorship Sales Lead
Two Circles - Sponsorship Sales Manager
VenuesLive - Event Manager - polytec Stadium
Venues NSW - Event Acquistion Manager
Victoria Racing Club - Sales Executive - Outdoor Events
Volleyball NSW - Chief Executive Officer
Wests Tigers - Game Day & Events Manager
World Surf League - Events Operations Manager
World Surf League - Partnerships Manager
Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.