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As the year winds down and the festive season begins, the team at Sponsorship News is preparing to take a well-earned break.
This short pause allows us to reflect on the year that was and look ahead to the exciting opportunities that lie ahead in the world of sponsorship and marketing.
2024 has been a remarkable year of growth, connection, and discovery and it's safe to say we’ve broken new ground in bringing you the most timely and comprehensive coverage of the sponsorship industry.
With over 1,000 articles published, we remain dedicated to delivering the most up-to-date and comprehensive insights into the sport and entertainment marketing industry.
Our coverage of 410 new sponsorship deals—a record unmatched by any other Australian publication—has cemented our position at the forefront of industry trends and developments.
Additionally, our in-depth analyses of 223 sponsorship renewals keep you informed of key market movements, ensuring you stay ahead in the ever-evolving sponsorship landscape.
From uncovering fresh deals to analysing significant renewals, your unwavering support has fuelled our commitment to delivering the stories that matter most.
Our ability to connect the dots on the latest trends and developments comes from years of experience and trusted relationships across the industry. These partnerships allow us to share insights that are not only informative but also impactful for your business and strategies.
Throughout the year, your feedback and engagement have been invaluable. From sharing our stories to contributing to lively discussions, you’ve shown us just how vibrant and dynamic this community is. Your enthusiasm motivates us to keep raising the bar.
As we take a short hiatus to recharge, we want to express our gratitude to each and every one of you—our readers, partners, and supporters. It’s your continued trust that makes our work so rewarding.
We’ll be back in mid-January, refreshed and ready to dive into another year of sponsorship news, trends, and success stories. Until then, we hope you have a joyous and restful holiday season filled with laughter, love, and celebration.
Here’s to a prosperous and inspiring 2025. Stay safe, enjoy the festivities, and we’ll see you in the new year!
Warm wishes,
The Sponsorship News Team
A few highlights from 2024.
Big Bash League enters new era with digital innovation and fan engagement focus
Cricket Australia's Big Bash League (BBL) is undergoing a significant transformation under Alistair Dobson, with innovative digital strategies and a renewed focus on family engagement. The league has seen a resurgence in fan attendance, including a 55% increase in Women's Big Bash League crowds. Central to the strategy is a new app offering personalised fan experiences, aiming to connect with the "Big Bash generation" year-round. Dobson highlighted the balance between digital engagement and the communal spirit of cricket, promising ongoing advancements inspired by global best practices.
Sponsors line-up for Melbourne Royal Show
The Melbourne Royal Show's 2024 sponsorship roster includes returning partners like Coca-Cola, Metro Trains Melbourne, and PURA, alongside new entrants like National Storage and Gumbuya World. Notable activations include Eat Street by Coca-Cola, the Superdog Spectacular by Sushi Hub, and the 9News Local Heroes Pavilion. The event, running from 26 September to 6 October, promises a diverse range of activities, backed by a mix of corporate and community-focused sponsors ensuring an inclusive and engaging experience.
Australian sports leaders navigate commercial hurdles ahead of Olympics
At SportNXT, leaders from Hockey Australia, Basketball Australia, and AusCycling addressed the challenges posed by IOC's Rule 40, which restricts sponsorship visibility during the Olympics. The panel shared insights into overcoming commercial limitations through innovative strategies, such as unifying cycling's commercial approach under AusCycling and leveraging events like Hockey One League. Infrastructure investments were also highlighted as critical to enhancing both athlete performance and fan experiences, reinforcing the long-term commercial viability of Olympic sports.
Supercars cap fiasco: a wake-up call for commercial teams
A sponsorship misstep in the Supercars series highlighted the complexities of managing athlete IP and sponsor agreements. The controversy arose when a driver wore his team's cap instead of the sponsor’s at a pole award ceremony, due to conflicting personal sponsorship deals. This incident underscores the importance of aligning operational protocols with sponsorship agreements and respecting athletes' commercial obligations, serving as a lesson for rights holders and sponsors in the competitive motorsport industry.
What were they thinking? – expert after sponsorship deal fiasco
Parramatta City Council's proposed sponsorship deal with the Parramatta Eels sparked controversy due to its high cost and lack of alignment with council priorities. Despite options to reduce expenditure, internal disagreements and media leaks undermined the proposal. Industry experts criticised the council’s approach, suggesting such deals are better suited for state or federal tourism budgets. This case illustrates the challenges of balancing commercial sponsorships with local government mandates.
Brisbane Heat new sponsors double whammy
The Brisbane Heat secured two major multi-year sponsorships to replace outgoing partners. Cricket Queensland’s Pete Lock commended the previous sponsors for enabling a seamless transition, allowing the club to test the market and finalise its playing kits. The new principal partner, a first-time Big Bash League sponsor, joins an upgrading sponsor already on the roster. These partnerships underscore the Heat’s commitment to family engagement and community reinvestment.
AAMI's ‘clanger’ reaches millions through Grand Final
AAMI's pre-game activation at the AFL Grand Final captivated nearly 3 million viewers with its mix of live and pre-recorded content. Featuring celebrities and AFL legends, the campaign blended humour and drama to engage fans across multiple platforms. The activation, now a cultural tradition, showcased AAMI's innovative approach to connecting with audiences during Australia’s biggest sporting event, reinforcing its brand presence.
Questions around university, sports club partnerships
The growing trend of universities partnering with sports clubs to offer diploma programs faces scrutiny over its long-term sustainability. Professor David Shilbury highlighted the need for measurable outcomes, including graduate employment rates, to validate these collaborations. While partnerships like the Carlton College of Sport provide practical industry experience, concerns remain about their ability to deliver lasting value to students and institutions.
Brisbane Lions unveil surprising new sponsor in Australian-first partnership with Youi
In an Australian-first initiative, the Brisbane Lions handed over sponsorship rights to a superfan, Scott Villiers, for one round of the AFL season. Part of Youi’s "Footy. Made by Fans." campaign, the partnership included custom guernseys, banner text privileges, and fan interactions. This unique activation highlights the role of fans in shaping the sport and sets a precedent for innovative sponsorship campaigns.
Innovative commercial strategy boosts GWS Giants
GWS Giants’ commercial chief Alex Stanley has revolutionised the club’s sponsorship approach, securing four major deals within six months. By focusing on activation ideas before traditional assets, the club has enhanced its value proposition to sponsors. Campaigns like Aware Super’s Match Day initiative exemplify this shift, aligning sponsor goals with creative fan engagement strategies. Stanley credits data-driven insights and freedom to innovate for the club’s commercial success.
Industry leaders share insights on successful in and at stadium activations during special rounds
At the Activations Showcase conference, sports and brand leaders discussed how special rounds like AFL Gather Round and NBL HoopsFest enhance fan engagement. Panelists highlighted the importance of strategic alignment between brands and events, as well as logistical planning to ensure seamless fan experiences. Emerging trends include sustainability-focused activations and expanding events internationally to attract broader audiences.
AO scores new partners and key renewals
Tennis Australia’s Australian Open secured new sponsors like Google Pixel and Pacific Blue, alongside key renewals with Yonex and Asahi Beverages. Highlights include AO Adventure’s expansion on Roblox, reaching 14.5 million visitors, and Peroni’s Capri Beach Club activation. These partnerships demonstrate the Open’s commitment to enhancing fan experiences both digitally and on-site while reinforcing its sustainability goals.
The economic revolution of women’s sport discussed at SportNXT
SportNXT panellists explored the transformative commercial potential of women’s sport, citing high returns on investment and increasing media representation. Leaders from Football Australia, Angel City FC, and News Sport Network discussed strategies to overcome biases, enhance visibility, and foster community engagement. The session underscored women’s sport as a lucrative and growing market, requiring strategic investment and innovation.
ESPN responds to the evolving fandom landscape in Australia
ESPN is adapting to changing fan preferences by focusing on short-form content and emerging sports like basketball and American football. Leveraging partnerships with Disney, ESPN offers innovative fan experiences through collaborations with Pixar and Marvel. This strategy reflects the platform’s commitment to engaging younger audiences through digital-first approaches and culturally resonant activations.
Insight: the Chemist Warehouse Australian Open activation
Chemist Warehouse enhanced its Australian Open presence with a premium retail activation near Rod Laver Arena. The setup combined tennis-themed design with practical offerings like sunscreen and hydration products. Engagement points, such as health advice and photo opportunities, enriched the fan experience. The activation’s success highlights the importance of bold and accessible designs in high-profile sponsorships.
TAB bets on sideline NRL seats promotion
TAB’s "Best Seats" promotion offered fans a unique experience at NRL games, including recliner seating on the sideline and a chance to perform the coin toss. Developed by Maake, the initiative aligns with TAB’s shift toward experience-based sponsorships. As gambling advertising reforms loom, TAB is focusing on content-driven fan engagement to navigate the evolving regulatory landscape.
Navigating the sponsorship complexities of following a rival
The Brisbane Heat’s principal sponsorship transition from Great Southern Bank (GSB) to Queensland Country Bank (QCB) underscores the strategic challenges of following a rival in sports sponsorship. QCB CEO Aaron Newman highlighted the importance of differentiation to establish a distinct identity, especially after GSB's departure to focus on Sydney markets. Similar cases, such as Repco replacing Supercheap Auto as the Bathurst 1000 sponsor, illustrate the reputational and competitive pressures these transitions involve. While risks like fan backlash exist, these sponsorships offer opportunities to redefine brand associations, provided they are approached with strategic planning and creative execution.
Study suggests Gen Z prefers happiness over success
A survey by Secret Sounds Connect reveals that Gen Z values happiness and social connections over traditional success metrics like career achievements or home ownership. The study, "Love Song," conducted across Australia and New Zealand, shows a preference for experiences over material possessions, with 90% prioritising personal joys. Music plays a pivotal role, with 89% stating it as integral to their identity. The findings also highlight a shift toward authenticity and private social media interactions, reflecting a generation shaped by uncertainty but deeply invested in meaningful connections.
Parramatta, James Hardie in sportwashing claim
The Parramatta Eels’ sponsorship deal with James Hardie has sparked accusations of sportwashing, given the company’s controversial asbestos history. Advocates for asbestos victims, including Barry Robson of the Asbestos Diseases Foundation of Australia, have criticised the partnership as an attempt to rehabilitate Hardie’s image. Critics argue that the sponsorship disregards the pain of victims and their families, raising questions about the ethical implications for the NRL and the Eels. Advocates are calling for intervention to prevent what they see as a harmful association.
It took nine years, but it appears iiNet is out of sponsorship
Internet provider iiNet has officially exited the sponsorship scene, ending its deal with Hawthorn Football Club after the 2024 season. Once a prominent sponsor in Australian sports, iiNet's program diminished following its acquisition by TPG in 2015. The brand's departure reflects a broader shift toward broadcast and online marketing. While iiNet’s sponsorships, such as with the Sydney Sixers, were award-winning, its gradual retreat underscores changing priorities under TPG’s ownership, leaving its sponsorship legacy as part of Australia's sports marketing history.
Boost Mobile prioritises fans in A-Leagues strategy
Boost Mobile’s A-Leagues sponsorship focuses on fan engagement and grassroots development. Founder Peter Adderton emphasised the importance of connecting with passionate fans and supporting youth programs. Inspired by the growth of soccer globally and the success of the Women’s World Cup in Australia, Boost aims to enhance the league’s foundational strengths. Adderton advocates for sponsors playing active roles in sports governance, leveraging digital marketing expertise to benefit fans and players alike. Boost’s proactive approach sets it apart as more than just a financial backer.
MKTG Sports and Entertainment expands with new PR division and key appointments
MKTG Sports and Entertainment has launched a new PR and talent marketing division as part of its expansion strategy. Key appointments include Rachael Sharratt as head of client services and Stephanie Rudnick leading the PR team. The Melbourne-based agency is also bolstering creative services and integrating brand and rights holder offerings to enhance client outcomes. Managing director Matt Connell highlighted the agency’s commitment to innovation, supported by its global network, as it positions itself as a leader in Asia-Pacific sports marketing.
PGA of Australia, Golf Australia merge commercial teams
The PGA of Australia and Golf Australia have united their commercial operations to drive efficiencies and growth. Michael McDonald, the new chief commercial officer, will oversee partnerships, broadcasting, and major events like the Australian PGA Championship. This collaboration builds on the 2021 Australian Golf Strategy, which has boosted participation and attracted sponsors like BMW and adidas. The merger underscores the importance of strategic partnerships and shared resources in enhancing golf’s commercial potential and long-term sustainability.
