As the 2025 pre-season period approaches, Australian sports teams are securing valuable sponsorships to fuel their campaigns for the upcoming year. These deals are shaping up to be crucial in not only providing financial backing but also enhancing fan engagement and strengthening team brands. Here’s a roundup of some of the most notable announcements from across the codes over the past 2 weeks.

Sydney Roosters and BYD
The Sydney Roosters have partnered with BYD, a global leader in electric vehicle manufacturing, to become their official energy partner. This eco-conscious collaboration signals a shift towards sustainability in sport, with BYD promoting its electric vehicle range while aligning with the Roosters’ strong brand presence. As part of the deal, BYD will have visibility across various Roosters platforms, including on-field branding, digital and social media activations, and in-stadium presence.

Gold Coast Suns and Zambrero

The Gold Coast Suns have entered into a partnership with Zambrero, the well-known Mexican food chain, to become a club sponsor for the 2025 AFL season. As the Suns’ official “exclusive quick service restaurant partner”, the Zambrero brand will feature on the top-back of the club’s 2025 playing and training guernseys.

Essendon and Puma
Essendon has secured a four-year sponsorship agreement with Puma, who will become the official supplier of playing kits for Essendon’s AFL, VFL, VFLW, and VWFL teams. With Puma’s global reach and reputation for performance apparel, the Bombers are set to benefit from a significant brand alignment, reinforcing their commitment to quality and performance both on and off the field.

BHP and Firebirds
BHP has entered a partnership with the Queensland Firebirds, supporting the team’s Futures Academy Foundation. This partnership, which supports the development of young netball talent in Queensland, places BHP as a key partner for the Firebirds, providing support for grassroots netball initiatives

Other Sponsorship Announcements

• Brisbane Roar and Guzman y Gomez
• Melbourne Stars and five:am Organic Yoghurt (Platinum Partner for WBBL10)
• Sydney Sixers and Aiper (Major Partner for KFC BBL14)
• Hobart Hurricanes and TasWater (Hydration Partner)
• Hobart Hurricanes and The Old Woolstore (Accommodation Partner)

Join the free Ministry of Sport newsletter or become a MoS Member for all the latest news in sports business.

Related