Australia

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Activating its long-term partnership with the AFL around the 2019 Grand Final, NAB brought its Mini Legends campaign to life through an on-site experience to engage with thousands of fans at the AFL Grand Final Live Site fan space.

In July 2019, Bridgestone Australia rolled out a local market phase of the company’s global ‘Chase Your Dreams’ Olympic activation platform, in the form of a CSR-driven, basketball-focused, community court refurbishment project.

In January 2019, leading Australian bookie and official race wagering partner TAB created a bespoke branded space to activate its rights on the ground at the Magic Millions Gold Coast Race Day.

AFL’s NAB-sponsored children’s participation drive pivoted to the virtual in 2020, with a series of player-fronted skill spots helping young Auskickers stay connected to the program while their local competitions were on hold.

National Australia Bank's 2019 AFL Grand Final activation offered its customers an all-expenses paid experience promoted through an integrated paid, owned and earned campaign.

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.

Features

The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.

For the 2019-20 Big Bash League and WBBL, Sanitarium cereal brand Weet-Bix set out to celebrate the moments when its ‘Weet-Bix Kids’ player ambassadors first fell in love with cricket.

Part of Australian Open major partner Kia’s multi-faceted ‘Feel the Open’ activation in 2020 was an influencer-led, premium Drive Day experience promoting the new Seltos model to young adults.

During the 2018-19 Big Bash, dog food brand Nature’s Gift leveraged its rights as an official partner of the Sydney Sixers via a three-stage activation linking dogs and cricket.

Asics launched the Wallabies jersey for the 2019 Rugby World Cup in late May last year and followed up with a year-long campaign led by cinematic content.

Stella Artois activated its rights as official beer of the 2020 Australian Open with creative in which a team of artists produced works linked to each day’s action.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

Running from March to September 2019, insurer QBE leveraged its long-running partnership with AFL side Sydney Swans to promote its ongoing road safety campaign.

Running throughout the 2019 AFL season, Clangers Happen was a comic campaign pushing the idea that insurance brand AAMI is there to help when things go wrong.

Australia's four biggest rights-holders – the AFL, NRL, Cricket Australia and Rugby Australia – will generate approximately A$188.5 (€111.5m/$122.9m) in central sponsorship revenue in 2020, across a total of 115 deals.

Official NRL spirits sponsor Bundaberg Rum leveraged its rights through the 2019 Finals Series with a responsible drinking campaign called ‘Stay in the Game’.

For its 2018 and 2019 Australian Open activations, ANZ sought to burnish its corporate reputation by replacing Novak Djokovic with wheelchair champion Dylan Alcott as the face of ANZ tennis.

During the 2019 State of Origin series, Nestlé’s lozenge brand Soothers ran a campaign based on incentivising fans of both participating teams to submit their throat straining cheers of support.

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

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.