Australia

Tech wellness company Therabody, best-known for its Theragun massage therapy device, has signed as the Australian Football League’s official recovery partner.

The International Equestrian Federation (FEI) has signed a five-year licensing agreement with interactive entertainment company GoGallop to collaborate on a series of egames

Skincare brand Nivea has signed a naming rights deal with the EA Sports FIFA 21 E-League set to take place next weekend (April 23-24)

The Commonwealth Bank of Australia (CommBank) has agreed an initial four-year deal to become the Official Naming Rights Partner of Australian women’s football.

In summer 2019, Australian Football League title partner Toyota promoted its annual ‘Good for Footy’ grassroots fundraising programme with a campaign fronted by footy legend Jonathan Brown.

Unilever deodorant brand Rexona used its 2020-21 Big Bash League rights to drive home its key product message about keeping cool under pressure by placing the brand logo under the arms of BBL umpires.

Football Australia has signed a three-year sponsorship deal with sports retailer Rebel, supporting the growth of women’s and grassroots football in Australia.

Australia’s top-tier domestic rugby league club competition the National Rugby League has become the latest sports body to sign up technology wellness company Therabody as a sponsor.

In 2020, National Australia Bank activated its title partnership of the AFL’s official boys and girls league throughout the usual March to September season even as pandemic brought play to a halt.

In 2018 and 2019, Sydney Roosters shirt sponsor Steggles ran two versions of an activation that saw men’s team players replace the poultry brand’s logo with the names of women.

Physiotherapy and strength training provider Kieser has become title sponsor of Australia’s Great Ocean Road Running Festival in a deal brokered by the IMG agency.

Australian Professional Leagues, the new body governing Australia’s club football leagues, has agreed a new sponsorship deal with McDonald’s Australia.

The AFL has signed up German tyre brand Continental as a new sponsor for the 2021 AFL Premiership season and extended its key airline carrier deal with Virgin Australia

In 2019, Audi leveraged its partnership with AFL club Hawthorn Hawks through a player ‘fast lap experience’ aimed at driving Audi Sport consumer test drive bookings.

Sports brand Nike will be the event naming sponsor of the Melbourne Marathon Festival when it returns to the sporting calendar this October

Brydens Lawyers, a major sponsor of Australian sport, has called for its sponsorship decals to be removed from the basketball court of the Sydney Kings because players are slipping on the surface

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.