What a week it has been in the sporting scene! From the snow of Milano Cortina to the grass of India and Sri Lanka, Australia’s best athletes have been on show.
Early this morning, Jakara Anthony’s Olympic dream of winning back-to-back gold’s in the moguls was shattered. After qualifying first for the finals, Anthony was the last competitor to tackle the course. She knew she had to beat a score of 82.30 set by USA’s Elizabeth Lemley, to claim the top of the podium. Knowing that the set score was more than one point less than her amazing 83.96 qualifying score Anthony was a shoe in for Australia’s first gold.
Unfortunately for Anthony, disaster struck as her ski’s caught an edge shortly after landing her trick, and she lost all of her speed. She managed to stay upright, but that wasn’t enough for the 27-year-old who finished in eighth with a score of 60.
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The men’s Australian Cricket Team has begun its T20 World Cup campaign in fashion overnight, cruising to a 67 run victory. The Aussies set the Irish Cricket Team 187 for the win thanks to a handy 45 run knock from superstar Marcus Stoinis. Ireland didn’t get close to the total, getting rolled all out for just 115.
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Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
Away from the snow and a closer look at our own backyard, the sponsorship world as been well and truly busy this week. AFL has continued being the IT sport at the moment with Virgin Australia flying on for it’s 15th season and Blundstone claiming the inaugural principal partnership with the Tasmania Devils. In other sponsorship WNBL has partnered with Sephora for the upcoming season, TCL is bringing the Winter Olympics to Sydney and activewear manufacturer Rockwear has tapped two NRLW superstars to front its newest campaign.
AFL x Virgin Australia
AFL and Virgin Australia will continue to fly their partnership for 2026 and beyond, marking one of the largest sporting airline partnerships in the country.
The new deal will see AFL and AFLW players, coaches and support staff continue to travel exclusively on Virgin Australia, with the airline cementing its place as the carrier of choice for footy fans across the country.
The partnership will extend across the Toyota AFL and NAB AFLW Premiership Seasons and will help more than half-a-million fans who travelled interstate to support their teams in 2025, get closer to the action.
In 2025, Virgin Australia operated more flights than any other Australian airline during the 2025 Toyota AFL and NAB AFLW seasons, and with AFL fan travel expected to grow in the double digits over the next five years, this partnership will continue to meet the demand of travelling fans.
“As we celebrate 15 years flying together in 2026, the AFL is pleased to extend our partnership with Virgin Australia,” said AFL CEO, Andrew Dillon.
“Fans are the heartbeat of our game, and together with Virgin Australia we will continue to connect more people with key moments and events throughout the season.
“It is shaping up to be another big year for the game, with a sold-out AAMI AFL Origin, the AAMI Community Series starting and then the opening of the home and away season all in the next month to get 2026 off to a massive start.
“The partnership with Virgin Australia will help deliver more value and choice for fans to travel and support their club across Australia.”
“Virgin Australia have been a long-valued partner of the AFL and we are thrilled to extend this partnership and take it to new heights in 2026,” added AFL executive general manager customer, commercial and technology, Bec Haagsma.
“With iconic marquee events all over the country throughout the year including AAMI AFL Origin, Opening Round, Gather Round, an expanded Toyota AFL Finals Series, and a growing NAB AFLW competition, this extended partnership with Virgin Australia will connect fans with their teams like never before.”
“Partnering with Australia’s most-loved sport gives Virgin Australia the opportunity to bring fans and communities together, something that sits at the heart of what we do,” commented Virgin Australia chief marketing and customer operations officer, Libby Minogue.
“Our continued partnership with the AFL and AFLW delivers value to our brand, with AFL fans almost 70 per cent more likely to consider flying with Virgin Australia.”
Virgin Australia has been the official airline partner of the AFL since 2011, transporting players, coaches, league officials and support staff on more than 5,000 flights (or 183,000 seats), carrying more than 3,600 tonnes in club cargo in that time, while sharing the magic of the game all over the country. The renewed agreement extends the partnership to almost two decades.
“The whole team loves travelling with Virgin Australia. They’re reliable, friendly, and the airline’s Economy X seating is ideal for our team, especially with nearly half of our players being over six foot two!” concluded Geelong Cats captain, Patrick Dangerfield.
Tasmania Devils x Blundstone
Blundstone have entered unchartered territory, stepping into the AFL with The Tasmania Devils, marking a significant milestone in the club’s journey toward entry into the AFL and AFLW competitions in 2028.
The multi-year agreement, spanning from 2026 to 2032, represents a historic moment for the Devils, with Blundstone set to feature on the front chest and top-back of the Club’s guernseys beginning with the Devils’ VFL and VFLW foundations and evolving into the AFL and AFLW competitions from 2028.
Blundstone will be the first brand worn on the Devils’ inaugural jumper, representing a powerful alignment between two iconic brands with deep roots, shared values, and a long-term commitment to the state of Tasmania.
The seven-year partnership will see Blundstone deeply embedded within the Tasmania Devils’ community and education programs, including Tasmania Academy of Leadership and Sport and Lap Of The Map, supporting grassroots engagement and helping to inspire the next generation of Tasmanian footballers both on and off the field.
“This is a defining moment in the history of the Tasmania Devils,” said Devils CEO, Brendon Gale.
“We’ve seen strong interest from national and global brands who recognise what this Club represents for Tasmania on the national stage.
“To have Blundstone commit as our first Foundation Partner speaks to their belief in the opportunity and their desire to be part of something truly generational.”
“Blundstone is honoured to be the Tasmania Football Club’s foundational partner and to stand alongside the Devils at the very beginning of this historic journey,” added Blundstone executive Chair, Steve Gunn.
“Proudly Tasmanian since its inception, Blundstone is deeply committed to backing local communities and supporting Tasmanian football at every level.”
The long-term nature of the partnership ensures sustained impact, embedding the brand into the Tasmania Devils’ identity and linking it to the Club for generations to come.
WNBL x Sephora
The Women’s National Basketball League (WNBL) has partnered with Sephora for the upcoming WNBL MVP Awards Night on 9 February, before joining the competition as a foundation partner and official beauty partner in WNBL 2026/27 season.
This landmark collaboration reflects the growing commercial strength of the WNBL and its increasing ability to attract major, category-leading brands that see real value in women’s sport. Sephora’s entry into the Australian sporting landscape is a powerful signal of the league’s momentum, reach and cultural relevance.
WNBL CEO Jennie Sager said the partnership represents a defining moment for the league and for women’s sport nationally.
“All of us at the WNBL are incredibly proud to welcome Sephora—first at our MVP Awards Night and then as a Foundation Partner for the seasons ahead,” said Sager.
“This is a landmark sponsorship for women’s sport in Australia. Sephora is a global, groundbreaking brand, and their decision to invest in the WNBL speaks volumes about the growth of our league and the power of women’s basketball.
“It’s a clear sign that the WNBL is attracting major international brands that want to be part of something bold, progressive and culturally impactful. It’s also a nod to our incredible athletes and the brand power that they hold, and we are thrilled to see them on and off the court with a brand like Sephora behind them, helping them grow and succeed.”
From the WNBL MVP Awards Night on 9 February through the following season, Sephora’s presence will celebrate confidence, individuality and self-expression—values that strongly align with the WNBL and its athletes.
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“This partnership empowers our players to show up as their authentic selves, inspires young girls to dream big, and reinforces that strength, confidence and beauty belong together—on and off the court,” added Sager.
“At Sephora, we believe in championing a world of inspiration and inclusivity, where everyone can celebrate their unique beauty,” commented Deborah Yeh, global chief marketing officer, Sephora.
“The WNBL has, since its inception, been a champion of diversity, self-expression and empowerment in sport for hundreds of Aussie athletes and the millions of fans. As the global beauty authority with a strong track record of supporting women’s sport and culture, Sephora will leverage its scale, creativity and community to elevate the WNBL experience for fans, athletes and partners alike.”
Basketball remains the fastest-growing women’s team sport in Australia, with one in five young girls now playing nationwide. Sephora’s involvement will be visible across the league through premium activations, fan experiences, athlete collaborations and innovative campaigns that continue to push the boundaries of how women’s sport is supported and celebrated.
TCL x Winter Olympic Games
As the world is taken a storm by the 2026 Winter Olympic Games, electronics brand TCL is calling all Sydneysiders as it brings a taste of Milano Cortina to Westfield Parramatta.
TCL is running a week-long interactive activation on Level 2 opposite UNIQLO from Monday 16 February to Sunday 22 February 2026. Designed to celebrate the brand’s global partnership with the 2026 Winter Olympics, it will give shoppers and families the chance to experience the energy, innovation, and excitement of the renowned multi-sport event through hands-on activities, athlete appearances, and exclusive giveaways.
Most notably, this will include a special meet-and-greet with Winter Olympic gold medallist legend and four-time Olympian Steven Bradbury, at 3pm on Saturday 21 February.
Sports enthusiasts will also have the opportunity to meet four-time Olympian, triple Olympic gold medallist and former World Champion Swimmer, Bronte Campbell at 7pm on Thursday 19 February, as well as Sydney Swans superstar Chad Warner at 11am on Saturday 21 February.
“The TCL Milano Cortina 2026 activation celebrates our ongoing commitment to innovation, global sport and creating memorable experiences that bring people closer to the moments that matter,” commented Matt Laliotis, brand manager at TCL.
Families and shoppers are invited to take part in a range of winter sports-inspired experiences at the activation, including a skiing challenge, a snowboard simulator, and a photo opportunity with the official Milano 2026 Mascots. Guests can also create their own custom TCL fridge magnet souvenir at the AI photo station.
Participants who complete the activities can collect stamps and redeem them for limited-edition TCL merchandise, available while stocks last.
Jamie Chapman and Shaylee Bent x Rockwear
Rockwear is entering 2026 with a bold new focus, launching ‘Strength, Your Way’, a campaign led by NRLW stars Jaime Chapman and Shaylee Bent that celebrates how women define strength on their own terms. As part of the campaign, Rockwear will introduce a series of new seasonal activewear drops designed to support women across different pursuits, impact levels and everyday movement.
At the heart of Strength, Your Way are women whose approach to strength reflects real life. Proud First Nations athletes Jaime Chapman and Shaylee Bent are two of the most recognisable figures in the NRLW, respected not only for their on-field performance but for the leadership, positivity and resilience they bring beyond the sport. Their alignment with Rockwear comes from shared values around confidence, authenticity and empowering women to move in ways that feel right for them.
As women’s sport continues to grow in visibility and expectation, both Chapman and Bent say conversations around confidence, mindset and life beyond performance have never been more important.
The campaign also coincides with Rockwear’s International Women’s Day celebrations, with Chapman and Bent set to take part in the brand’s Sydney-based event on Friday 6 March. Aligned with the global International Women’s Day theme Give to Gain, the morning will bring together women from sport, media and community for movement, conversation and connection, with Chapman and Bent sharing reflections on strength, leadership and supporting other women on and off the field.
“Growing up, we didn’t think it was possible for girls to play at this level. I was often the only girl in boys’ teams, with very few pathways to look up to. Now, seeing strong women in a male-dominated sport on national television shows young girls what’s possible. I’d tell them to step out of their comfort zone, not be afraid of making mistakes, and back themselves. That’s where real strength comes from,” expressed Chapman.
“Football has always been part of my life and culture, but I never imagined I’d be playing in the NRLW. Seeing what’s possible matters, and with Rockwear’s support we can inspire young women to back themselves, say yes to opportunities, and know strength goes far beyond the field,” added Shaylee Bent.
As part of Strength, Your Way, Rockwear will introduce a series of new activewear drops in store and online throughout February and March, each designed to support different impact levels and styles of movement. The seasonal collections range from softer, flexible pieces made for Pilates, yoga and all-day wear, through to high-impact, performance-driven styles built for training and gym sessions. With a focus on comfort, versatility and confidence, the drops reflect Rockwear’s belief that strength shows up in many forms, both inside and outside the workout.
Across the season, the drops also introduce elevated colour stories and versatile sets designed to be worn together or mixed into everyday wardrobes. From bold seasonal hues to monochrome staples and cosy layering pieces, the ranges are made to transition easily from training to rest, reinforcing the campaign message that strength looks different for every woman, every day.
Chapman and Bent are joined by Australian hurdler Bella Guthrie, a proud Dunghutti woman and one of the country’s rising athletics talents, and Charlotte Barge, a Sydney-based Pilates instructor known for helping women build strength through mindful, balanced movement. Together, the ambassadors reflect the many ways strength shows up in women’s lives, from elite sport to everyday movement.
