Sponsors helping sports do good
How sponsors of Australia’s biggest football codes are helping to power important social causes
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.
Our first ever Happy Hour sports industry networking event in Sydney was a vibe!
We were blown away by the incredible turnout of 120+ sports industry professionals, and we couldn’t have asked for a better crowd - For those that came along, we hope you had as much fun as we did!
Check out the event photos here
In partnership with MEE Agency, we'd like to thank our amazing event partners! 🙌
This event wouldn’t have been possible without our incredible event partners who took a chance on us and helped bring it to life:
Groblox - our Presenting Partner who are helping to ensure that we're able to bring the sports industry together in a fun, sustainable and meaningful way. Want to learn more about Groblox? Check out their website here, or our recent “High-impact sponsorship activation with Groblox” article
Asahi Super Dry – Because great conversations deserve great drinks. Cheers to Asahi for keeping the good vibes flowing!
Merivale - Our venue partner and host at Hotel CBD
Creative Friend - The creative force behind our event branding. Need creative? Laura’s your person. Follow CF on Instagram here.
What’s Next? We’re in the process of planning future networking events across Australia, and we can’t wait to do it all again. If there’s anything you’d like to see, or if you’d like to chat about partnering with us on upcoming events, then please reach out to Matt.
Tennis Australia announced insurance company Chubb renewed its multi-year partnership with the Australian Open which will expand to include Official Life Insurance Partner, Official Trophy Insurance Partner and Official Travel Insurance Partner of the tournament
Coopers, Australia’s largest independent brewery, became the Official Beer Partner of NSW Rugby Union - the multi-year deal will support across Sydney Rugby Union, Suburban Rugby, Country Rugby, and grassroots competitions right across NSW
Coles teamed up with the GWS GIANTS to help First Nations youth in western Sydney score their first job by launching an education program designed to provide career-focused life skills
MG Motor and Qudos Bank Arena entered into a 3-year partnership which will give the automotive brand the opportunity to showcase its range of vehicles at the arena, which regularly welcomes over 1 million fans annually
Myplace extended its sponsorship of the West Coast Eagles to support the club’s AFLW team which will see its branding feature on key media assets including the AFLW media polo
MyPlace also extended its commitment to the Panthers Foundation as the presenting partner of its Education pillar through to 2026
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
St Kilda FC welcomed Moose Toys which has brought a burst of fun to the club’s open trainings and match days through giveaways and activations in recent months, and is now taking that partnership to the next level
Intuit, the global financial technology platform behind QuickBooks and Mailchimp, extended its partnership with the Carlton FC, committing to supporting the AFLW side until at least the end of 2026 - its brand will now be seen on the sleeves of the AFLW media polo, hoodie, jackets, merchandise and media backdrop
Hoops Capital (Sydney Kings and Sydney Flames) announced a new partnership with Belgravia Sports Apparel which will become an official off-court merchandise supplier to Hoops Capital
RACQ entered into a new partnership with the Brisbane Bullets to deliver exclusive perks to its members, starting with RACQ Members Round
Independently-owned and South Australian-owned grocery chain, Foodland will feature on the back of the Adelaide 36ers jersey in NBL26 after it strengthened its partnership with the club
Melbourne Victory announced Sidelink Transport has joined the Club as a Premier Partner for the 2025/26 Season and will serve as the exclusive logistics partner as well as the A-League Men’s Coaches partner, with its brand displayed on the Club’s media polo
Port Adelaide has partnered with Coles and Nova 919 to breathe new life into the West Croydon Football Club which is facing a critical shortage of players across all age groups - the strategic initiative is designed to rebuild the club’s player base and re-engage the local community, and aims to double team participation by the 2026 season
Brisbane Roar announced a new partnership with Focus Construct for the next two Isuzu UTE A-League Men seasons
TAFE Queensland extended its education offerings with Queensland Cricket and the Brisbane Heat to deliver a cutting-edge Diploma of Project Management
Basketball.com.au added Mitsubishi Motors Australia to its advertising roster, the brand’s first major partner since launching
Ex-AFL player and popular podcaster Dan Gorringe locked himself in a box for 48 hours outside of the MCG last week as part of ‘The Gorringe Orange Lock-In’ pop-up, and as part of a promotion with Hard Rated - the stunt secured a HUGE amount of earned media coverage across broadcast and digital - more here
Kayo Sports launched ‘Footy Shorts’ - a new short form, social-first footy show for younger fans and families featuring names like Eddie Betts, Ruby Schleicher, the Daicos brothers, Patrick Dangerfield, Jeremy Cameron, Marmalade, Shepmates etc.
Snoop Dogg was unveiled as the headline act for the Telstra Pre-Game Entertainment at the 2025 Toyota AFL Grand Final
UFC confirmed a landmark U.S. broadcast deal with media giant Paramount, worth an incredible US$7.7 billion over 7 years
US Open announced that it will be filming, producing and releasing its own eight-series YouTube dating show called “Game, Set, Matchmaker” that will follow a tennis-savvy bachelorette (“the Champion”) on her quest to find love, one match at a time
Seven Network renewed its exclusive Australian free-to-air rights for the NFL’s 2025 season
Sponsors helping sports do good
How sponsors of Australia’s biggest football codes are helping to power important social causes
Sponsors support the social causes their partner teams and leagues champion because it creates mutual value - for their brand, the rights-holder and the wider community.
Supporting a cause is not just good for society — it’s also a powerful sponsorship activation strategy that deepens fan connections
Partnering with a team gives sponsors access to a ready-made, passionate audience. When that partnership supports a meaningful cause, it adds a “feel-good” factor that strengthens emotional ties between the sponsor and the fanbase. These campaigns often spark more PR coverage and word-of-mouth buzz than traditional sponsorship activations.
The commercial upside for sponsors can include things like:
Significant earned media coverage
Stronger brand recall and reputation uplift
Increased purchase intent
How do sponsors support teams and leagues that champion important social causes?
Sponsors bring an array of resources that can dramatically amplify the reach and impact of social initiatives, including:
Financial contributions and fundraising support
Product donations
Access to media and matchday platforms
Staff volunteering
Extensive distribution channels
The combination of a sponsor and rights-holder working together can deliver exceptional results for social causes. Here are some standout examples from the 2025 AFL and NRL seasons.
The combination of a sponsor and rights-holder working together can deliver exceptional results for social causes. Here are some standout examples from the 2025 AFL and NRL seasons worth noticing:
Collingwood FC - The Magpies Nest Cafe
Community organisation: Salvation Army
Sponsors: Coles, Primo, LiveLife Alarms
The Magpie Nest Cafe is operated by the Salvation Army (Project 614), with the support of the Collingwood FC Community Foundation, and is a first point of call for many of Melbourne’s homeless, providing free breakfast, lunch and dinner, as well as support to people from all walks of life.
Alongside Coles, the Magpie Nest Cafe is also supported by Primo and LiveLife Alarms, whose contributions ensure the Magpie Nest Cafe can keep its doors open, and plates full, all year-round.
During its clash with Fremantle in July, Collingwood FC hosted a themed-match day experience which included hosting 500 Magpie Nest patrons for a special meal in the Olympic Room and giving them the opportunity to stay and watch the game in some of the best seats in the house. Coles donated the food for the lunch. The result?
Thanks to the generous donations of the Club’s Members, supporters, commercial and community partners, it raised $169,000 to support the Magpie Nest program which will provide 33,800 meals to Melbourne’s most vulnerable.
Brisbane Broncos - Black Jersey
Community Organisation: Black Dog Institute
Sponsors: ASICS, Kia Australia, National Storage, Firstmac, The Star Brisbane, Queens Wharf and BCF
For its clash with the Gold Coast Titans in June, the Brisbane Broncos wore a ‘Black Jersey’, shorts and socks, to make a powerful statement for the Club’s dedicated Mental Health Round.
The jersey was designed in collaboration with the Black Dog Institute and apparel partner ASICS, and helped shine a light on mental health, and the current research which shows almost half of all Australians will experience mental illness in their lifetime.
Broncos CEO Dave Donaghy:
“The impact of the social media campaign was enormous, with a reach of more 22-million and 1.5 million engagements in posts relating to the Black Jersey as part of our Mental Health Round.”
In a wider show of support, the Broncos’ major partners – Kia Australia, National Storage, Firstmac, The Star Brisbane, Queens Wharf and BCF - also blacked out their logos in an incredible show of support.
Following the initiative, a cheque of $200,841 was presented to the Black Dog Institute at half-time of the Broncos versus Sharks game.
Sportsbet’s ‘Try July’ NRL campaign
Community organisations: Australian Skin Cancer Foundation, Player Hardship Fund
Sponsor: Sportsbet
Sportsbet's annual ‘Try July’ campaign, which encourages NRL players to showcase their tryscoring celebrations to help raise much-needed funds, recently returned for a 6th year.
For every try celebration across the 53 games played in July, Sportsbet generously donated $5,000 to the Australian Skin Cancer Foundation and the Player Hardship Fund - a record $460,000 was raised.
Since 2020, Sportsbet’s Try July campaign has raised almost $2 million for causes connected to the rugby league community.
North Melbourne FC - 2025 Good Friday SuperClash
Community organisation: The Royal Children’s Hospital
Sponsor: Mattel
In 2025, North Melbourne FC announced a new partnership with leading global toy and family entertainment company Mattel (parent of Barbie, Hot Wheels, UNO, and more) to help bring the magic of play to those who need it most.
Mattel was the presenting partner of the match which saw 46,000+ fans at Marvel Stadium and 1.3 million broadcast viewers tune in.
Thanks to the generosity of the community, $324K was raised for the Good Friday Appeal to support the life-saving work of The Royal Children's Hospital.
Since 2017, the match has contributed almost $2.5 million to the Good Friday Appeal.
Carlton FC - 10th Carlton Respects Matchday
Community organisation: Road to Respect school program
Sponsors: Bupa, Anaconda, Ampol, Sherridon Homes, VicHealth, Great Southern Bank, One Love
Carlton FC recently held its 10th annual AFL Carlton Respects Game at the MCG in front of 40,000+ fans as part of its ongoing commitment to achieve respect and equality for a future free from violence.
This year, the Club raised over $200,000 to help grow its Road to Respect school program which has an ambitious goal to engage 40,000 students by 2027.
Many of the club’s sponsors got involved to help the club with its fundraising efforts:
Bupa - donated $1 to Carlton Respects for every person who attended the game
Anaconda, Ampol, Sherridon Homes and VicHealth donated $1000 per match goal (Carlton and Melbourne)
Great Southern Bank and One Love donated $1000 to per Carlton goal
The Carlton Respects initiative was established in 2016 in response to the alarming statistics around family and domestic violence, and it continues to drive awareness and action through education, partnerships, and leadership.
Sydney Roosters - Emergency Services Match
Community Organisations: NSW Police Force, NSW Ambulance, Fire and Rescue NSW, NSW Rural Fire Service, Surf Life Saving NSW, NSW State Emergency Service, Marine Rescue NSW and VRA Rescue NSW
Sponsor: BYD
The Sydney Roosters’ second annual Emergency Services Match was launched in partnership with the NSW Government, and took place during Round 16 against the North Queensland Cowboys at Allianz Stadium last month.
The Emergency Services Match celebrates and recognises the contribution of emergency services personnel, first responders, medical professionals and volunteers from NSW’s eight emergency services agencies.
To support the cause BYD launched its ‘Keys for a Cause’ competition where the automotive brand donated $1 for every entry it received - the Sydney Roosters matched every dollar.
Together, the pair raised $10,000 for frontline heroes and gave one lucky fan the keys to an all-new BYD SEALION 6 live on the field at halftime.
Off the back of its match day event the club made a generous donation of $100k to participating emergency services.
Fremantle Dockers and Melbourne Storm support the Starlight Children’s Foundation
Community organisation: Starlight Children’s Foundation
Fremantle Sponsors: South 32
Melbourne Storm Sponsors: RedZed, CitiPower, Solar Battery Group
The Fremantle Dockers recently hosted its 23rd annual Starlight Purple Haze game, proudly presented by South32.
The match helped raise over $200,000 which included a total contribution of $50,000 from South 32.
The Melbourne Storm also got behind the cause for its 9th consecutive year, and a suite of its sponsors got involved to help with its fundraising efforts.
For every try or conversion scored by Storm, major partner RedZed donated $1,000
At half-time, the ‘Convert for the Kids’ goal-kicking challenge, proudly supported by CitiPower, saw an additional $1,000 donated for every successful kick
Solar Battery Group made a $25,000 one-off donation
The Funds raised across both matchday’s go towards helping bring joy, laughter and fun to seriously ill children.
Melbourne FC’s Pink Lady Match
Community Organisation: Breast Cancer Network Australia
Sponsor: Zurich Insurance
In round 22, Melbourne FC hosted its annual Pink Lady Match against the Western Bulldogs and in partnership with Breast Cancer Network Australia (BCNA).
The Club’s Co-Principal Partner, Zurich Insurance, once again made a special contribution - making a $20,000 donation to BCNA which will support the vital advocacy the organisation provides in improving outcomes for all people affected by breast cancer.
Among other initiatives honouring those affected by breast cancer, 45 Australians impacted by breast cancer had their names featured on the front of the warm-up tees, replacing the traditional Zurich logo.
QBE replaced its iconic logo on the Sydney Swans jersey
Community organisations: Save the Children Australia, Sydney Children’s Hospitals Foundation
Sponsor: QBE
For the first time in nearly 40 years, the iconic QBE logo was absent from the Sydney Swans jersey for its recent clash against North Melbourne at the SCG – it was replaced by hand-drawn hearts created by children from Save the Children Australia and Sydney Children’s Hospitals Foundation.
Post match, each of the bespoke jersey’s were signed by the player who wore it and auctioned off by the Sydney Swans, with all proceeds going directly to Save the Children Australia and Sydney Children’s Hospitals Foundation.
AFL x Big Freeze 11
Community Organisation: Fight MND
Sponsors/partners: various (see below)
For more than 10 years, Neale Daniher has been the face of Fight MND’s ‘Big Freeze’ campaign which aims to to raise vital funds for research, deliver real hope to Australians living with MND, and ultimately, to one day find a cure for motor neuron disease.
In 2025, Big Freeze 11 returned for the King's Birthday clash between Melbourne and Collingwood at the MCG, with some of the biggest names in Australian sport and entertainment dressing up and taking the plunge
Many blue-chip brands partners got behind the cause in various ways:
Since 2014, FightMND has invested more than $117 million into MND research and care projects supporting Australian’s living with MND. This includes 15 clinical trials for Australian patients and 34 drug development projects.
A powerful combination
From the Magpie Nest Café to the Pink Lady Match, the above examples from the AFL and NRL seasons show that when sponsors align with their partner teams to champion social causes, the impact goes far beyond the playing field.
By contributing funds, products and media inventory, sponsors can amplify a cause’s message, scale-up its programs, and engage fans in meaningful ways.
This approach not only delivers tangible benefits for the community, but also strengthens the emotional connection between brands and fans, driving loyalty, advocacy, and commercial outcomes.
At its best, the sponsor x rights-holder partnership is more than a marketing play, it’s a catalyst for change that can deliver outcomes no single party could achieve alone.
Accent Group - Local Area Marketing Specialist - The Athlete's Foot
Adelaide United FC - Head of Commercial
adidas - Key Account Manager - Amazon
adidas - Specialist, Brand Activation
A Leagues - Communications Executive/ Manager
A Leagues - Editor - Digital and Social
Australian Sports Commission - Business Analyst
Australian Sports Commission - Content Writer
Australian Turf Club - Commercial Events & Experience Coordinator
Amer Sports - Trade Marketing Executive
Bastion - Associate Experiential Producer
Bastion - Client Director - Communications
Canterbury Australia - Sports Marketing Manager - ANZ
Cricket Australia - Big Bash Consumer Growth Specialist - Acquisition & Retention
Cricket Australia - Social Media Producer, Big Bash Leagues (Fixed Term)
Crypto.com - Growth Partnerships Manager
Dolphins NRL - Digital Campaign Manager
Easygo - Sponsorship Marketing Coordinator
ESPN - Digital Insights Analyst
Foxtel Group - Partnerships Coordinator
Fremantle Dockers - Business Development Manager
Gemba - Creative
Gemba - Research and Insights Consultant
Golf Digest - Advertising Sales Manager
GWS GIANTS - Head of Sales
Hoops Capital - Business Development Manager - Premium Seating
Hoops Capital - Content Producer - Graphic Design Lead
Hoops Capital - Digital Marketing Specialist
James Hardie - Brand Activation Manager
JD Sports - CRM & Email Marketing Manager
KOJO - Account Coordinator
Manly Warringah Sea Eagles - Business Development Manager
Melbourne FC - Digital Video Producer
Moonee Valley Racing Club - Project Manager (Client Side)
Netball Australia - Legacy Manager (Netball World Cup)
Newscorp Australia - Sponsorship Manager
NSW Rugby League - Digital Content Producer (Social & Editorial)
NSW Rugby League - Digital Content Producer (Video & Design)
Octagon - Event Manager (Fixed-Term Contract)
Octagon - Managing Director, Australia
Port Adelaide FC - E-Commerce Manager
Puma - Key Account Manager
Prime Video - Sports Social Media Manager
Racing Victoria - Industry Communications Advisor
RACV - Head of Leisure Marketing
Red Bull - Field Marketing Specialist, Sport
Rowing Australia - Digital Content Lead
SailGP - Senior Performance Executive (APAC)
Seven West Media - Sport Sales Coordinator
Sportsbet - Senior Commercial Manager
Sports Entertainment Network - Production Coordinator - Live Sport
Super Retail Group - Marketing Specialist – rebel
Suncorp - Community Lead
Surfing Australia - Director of Production & Distribution
Sweat - Digital Marketing Strategist
TaylorMade Golf - Communications & Email Specialist
Tennis Australia - Brand Manager
Tennis Australia - Marketing Partnerships Coordinator
Tennis Australia - Marketing Lead
Tennis Australia - Premium Experience Sales Support
TGI Sport - Creative Strategist
THE ICONIC - Head of Sports
The Star Entertainment Group - Partnerships Executive
Tradable Bits - Customer Success Manager, Sports and Live Entertainment - APAC
Two Circles - Sponsorship Sales Manager
Valour Sport - Marketing Manager
Victoria Racing Club - Commercial Partnerships Lead
Victoria Racing Club - Strategy Manager
Western Bulldogs - Philanthropy and Fundraising Coordinator
West Coast Eagles - Brand & Marketing Executive
West Coast Eagles - Social Media Manager
WNBL - Match Day Manager
Zurich Australia - Brand & Social Media Associate
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.