13 Aug 2025 11:31pm
The Partner Group has added new clients, secured reappointments and renewed long-term contracts as the sports and entertainment marketing agency expands its work with brands and rights holders.
MD, Scott Llewelyn said the business had extended its relationship with vehicle manufacturer Ineos Grenadier into a fourth year.
The partnership will again include a major presence at the Mundi Mundi Bash music festival in August, where the company will run its 4x4 test drive program.
“We had over 100 test drives recorded at last year’s event and expectations are very high for this year,” Llewellyn said.
The activation will feature the Ineos Grenadier wagon and its Quartermaster ute, supported by a full staff contingent and expanded display space.
The agency has also been appointed to manage partnerships for technology accessories brand, Cygnett. The deal includes both commercial and media arrangements.
Current licensing agreements cover the AFL, NRL, Victorian Racing Club and Football Australia, with the NFL under consideration.
Cygnett’s licensing program includes branded power banks and other accessories, with the AFL and NRL among the most prominent deals.
The Partner Group is also managing Cygnett’s media partnerships, including a 12-month sponsorship of Jacqueline Felgate’s program on 3AW and work with SEN.
Exclusive Holiday Getaways has also appointed the Partner Group as its agency.
The digital travel platform is seeking brand collaborations to grow its customer database, with current partners including Luxury Escapes and Mahindra under consideration. The agency is now in the market sourcing additional partners.
In the healthcare sector, the Partner Group has been reappointed by TLC Healthcare to manage its portfolio of more than ten community sport partnerships.
These include relationships with Sorrento Sailing Couta Boat Club, Portsea Golf Club, Portsea Surf Life Saving Club, Peninsula Rescue Squad and local Australian rules football clubs.
Llewellyn said the brief involves managing existing agreements while identifying new opportunities, with an emphasis on community-based sport.
The Group’s ability to work directly within client businesses was a key factor in its retention record, according to Llewellyn.
“We work with CEOs, marketing teams and brand leads inside their organisations, which makes us accountable and builds trust,” he said.
The agency continues to work with rights holders such as Volleyball Australia while building a growing list of brand clients.
The company’s model allowed it to remain competitive against larger agencies that often carried higher overheads.
“Our structure means we can adapt quickly, and our relationships with clients are direct and ongoing,” he added.