Latest Features

Uber Eats set out to grab the attention of the Australian Open audience with post-ad break spots that replicated the event so effectively that viewers thought they had returned to the tennis broadcast.

National Australia Bank (NAB) aligned its assets across the AFL and AFL Women’s competition to meet their brand awareness and affinity objectives and build a strong rapport across AFL’s fan base.

SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.

UK cashless payments brand tappit is paying between £1m (€1.1m/$1.3m) and £1.5m per season to partner with Premier League club Manchester City, according to industry sources.

UK-based betting company William Hill has focused its sponsorship efforts on sports in order to increase its market share in the UK and consolidate its position in key international markets

Australian Football League team Brisbane Lions has signed a two-year sponsorship deal with gym chain Snap Fitness

Food delivery firm Deliveroo has become a co-principal partner of Austrian rules football side St Kilda. The sponsorship covers both the men’s and women’s teams and runs for an “extended undisclosed term.”

Australia’s National Basketball League has agreed a one-season extension to its partnership with ALDImobile, the exclusive mobile product of the ALDI supermarket chain.

Basketball Australia has signed up packaging and warehouse supplies provider Signet as a new major partner of the men’s national team ahead of its Fiba World Cup campaign.


For 2017, we have researched over 1,400 deals across 27 countries and covering 92 rights fees to map out the sponsorship landscape of rugby union.

For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.

Australian bank, Commonwealth Bank, is switching the focus of its Cricket Australia sponsorship from naming rights to Australia’s elite Test match properties to drive association with community and grassroots cricket in Australia.

Australian rugby union club Brumbies this month signed a deal with forex company Plus500 to make its shirt one of the most valuable in world club rugby.

Beer brand Foster's has decided that English cricket will be the focal point of its revived sports strategy, 11 years on from its last cricket deal in the country.

Australian nutritional supplements company Blackmores has been a leader in its sector for more than 80 years. The company is committed to the use of high-quality ingredients, consistent delivery of product and the distinctive provision of free health advisory services in a competitive marketplace.

Australian A-League team Newcastle Jets signed its third sponsorship deal in quick succession when it appointed Alcatel Onetouch as its Official Mobile Partner late last month

Chinese consumer electronics brand Hisense is focusing on the US, Western Europe and Australia as it looks to use sponsorship to increase awareness outside its home market of China.

India-based car manufacturer Tata Motors is using sports sponsorship to increase brand awareness and acceptance in Australia.

To mark the start of the Cricket World Cup in Australia and New Zealand this month, Sports Sponsorship Insider has completed a survey of the sponsorship portfolios for the boards of Australia, England, India, New Zealand, Pakistan, South Africa, Sri Lanka and the West Indies.

The Sydney Swans Football Club, which plays in the Australian Football League (AFL), is one of Australia’s most iconic sporting teams with a history stretching back to 1874. Often referred to as a modern era success story of the AFL, the Swans have won two Premierships, appeared in five grand Finals and qualified for 16 finals series since 1996.

Australian bank ANZ has been the Principal Sponsor of the top Australian and New Zealand netball league – the ANZ Championship – since its inception in 2008. Recognising that netball is the highest women’s participation sport in Australia, ANZ looks to use netball sponsorship to develop corporate reputation and positive sentiment through: local community awareness and engagement, mass awareness and engagement, ongoing awareness and engagement and branch engagement and activation.

Carmaker Ford has been a proud partner of the professional Australian rules team Geelong Football Club – the Geelong Cats – for 89 years, making it what is believed to be the longest continuous sport sponsorship in the world and one of the most enduring sporting partnerships in Australia. 

The sponsorship of the Brisbane Broncos was a key element of NRMA Insurance’s expansion into the Queensland market, initially as the shorts sponsor of the National Rugby League (NRL) team. 

The International Cricket Council, world cricket’s governing body, has signed three major deals for rights connected with the 2015 ICC World Cup to be held in Australia and New Zealand in February and March next year.

Australian private health insurer Nib Health Funds is using brand recognition from sports sponsorship to grow its customer base.

For this year’s rugby union autumn internationals, Sports Sponsorship Insider surveyed the sponsorship portfolios of the leading nations: Argentina, Australia, England, France, Ireland, Italy, New Zealand, Scotland, South Africa and Wales.

Carmaker Nissan has signed a five-year deal with City Football Group (CFG), the first such sponsorship signed by the joint football enterprise.

The Asian Football Confederation is generating between $18m (€13.1m) and $20m per year from Official Sponsors for its club competitions from 2014, in the 2013-16 cycle, following the addition of a second Chinese brand in as many months, construction machinery manufacturer Shandong Lingong Construction Machinery (SDLG).