It’s been an epic week of sports and sports sponsorship news. Its taken 15 long and dour years for the Gold Coast Suns to qualify for their first finals series, however, it has only taken one game for the Gold Coast side to claim an inaugural finals victory.
With 3 minutes and 21 seconds remaining, the host side, Fremantle Dockers found themselves six points in front after kicking four consecutive goals.
With the weight of the city of Gold Coast behind them, the Suns rallied together and found a way to lock the scores up through defender Mac Andrew. Surrounded by controversy, Suns veteran David Swallow kicked his side to a clinical one point victory with what appeared to be a goal from 50 metres out. Upon review the kick was deemed touched by the Fremantle defender and the goal was overturned to a point.
Nonetheless, that behind was the difference in the Suns first ever finals victory.
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In the rugby league the NRL Telstra premiership finals start tomorrow night with the Melbourne Storm playing host to the Canterbury Bankstown Bulldogs for a spot in the preliminary final. Leading the headlines is the decision for Bulldogs coach Cameron Ciraldo to drop departing dummy-half, Reed Mahoney off the bench.
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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.
On the sidelines, the action is heating up as well.
This week’s Spotlight on Sponsors features comms agency alt/shift/ partnering with ASICS to deliver the 2025 Australian cricket uniforms, Cricket Australia also renewing its partnership for a further three years with Chemist Warehouse, Daniel’s Donuts has teamed up with the AFL to feed the fans throughout the finals series and McClaren Racing adds Trend Micro Incorporated to its growing list of partners.
Cricket Australia x Asics & alt/shift/
Independent creative communications agency alt/shift/ partnered with sports performance brand ASICS to deliver the launch of Australia’s 2025 cricket uniforms, unveiled on September 9 at the Sydney Cricket Ground.
The reveal moment saw Australian cricketers and ASICS athletes Sam Konstas, Mitchell Starc, Alyssa Healy, Annabel Sutherland, Josh Hazlewood, Glenn Maxwell and Darcie Brown debut the new Test, One Day International (ODI) and Twenty20 (T20) uniforms in front of invited media guests.
The launch included the players revealing the 2025 uniforms in front of a mocked-up dressing room, activated beside the heritage-listed Members Pavilion of the Sydney Cricket Ground. The build featured bespoke lockers for the attending athletes, setting the stage for a striking moment of the uniforms on display.
The moment created a powerful stage for ASICS to showcase the latest iteration of its long-standing partnership with Cricket Australia, as the official uniform and footwear partner since 2011, while bringing to life the brand’s philosophy of ‘Sound Mind, Sound Body’, heroed in the form of quotes featured above the player lockers.
The new uniforms feature Indigenous artwork by Kirrae Whurrong Aboriginal artist Aunty Fiona Clarke, titled Land & Sea. alt/shift/ worked closely with ASICS and Cricket Australia to ensure the storytelling around the artwork, its heritage and significance to cricket’s history was embedded throughout the reveal moment and subsequent media coverage.
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“We are proud to unveil Australia’s 2025 series uniforms, which will be worn by our men’s and women’s teams across all formats of the game. This summer provides a historic stage for their debut, showcasing not only ASICS’ commitment to innovation and performance, but also the powerful story of Aunty Fiona Clarke’s artwork, connecting players past, present and future, Aboriginal and non-Aboriginal alike,” said managing director, ASICS Oceania
“We’re incredibly excited to see our ‘Sound Mind, Sound Body’ brand slogan come to life on one of world sport’s biggest stages.”
Katie Raleigh, managing director, alt/shift/, added “Our ambition was to deliver a reveal moment worthy of the Ashes returning to Australian soil, combining cultural storytelling, high-impact creative and flawless execution.
“We’re proud to have partnered with ASICS to help bring this moment to life, ensuring the story resonated across sports and consumer audiences, while giving fans a first look at a uniform steeped in both performance innovation and cultural meaning here at the SCG.”
Cricket Australia x Chemist Warehouse
In quite the busy week for Cricket Australia, it has renewed pharmacy retailer Chemist Warehouse for the next three years. All of the announcements coincide with Cricket Australia gearing up for hosting the Brits in this years infamous ashes series.
As the official pharmacy partner of the Australian men’s and women’s teams, the multi-year partnership brings together two icons, Australia’s leading pharmacy destination and its national sport.
Chemist Warehouse will back every moment of the action, and fans can expect exclusive offers, engaging activations and initiatives that support cricket at every level, from community clubs to the international stage.
Uniting shared brand values of health, wellbeing, performance, resilience, and community, Chemist Warehouse will aim to inspire all Australians to prioritise their own wellbeing through this partnership.
“We are very excited to partner with Chemist Warehouse over the next three years and as Australia’s national sport we are proud to champion health and wellness,” said Ed Sanders, Cricket Australia, chief commercial officer.
“It’s going to be the biggest summer of cricket with two of our biggest rivals touring – England and India – and through our world-class teams and performance, we look forward to shining a light on wellbeing.”
“As a brand dedicated to performance and wellness, Chemist Warehouse recognises the powerful role cricket plays in inspiring communities across the country,” commented Mario Tascone, Chemist Warehouse, deputy CEO.
“This partnership is built on the belief that health and wellness are the foundation of performance, whether on the field, in the stands, or in everyday life.
“We are looking forward to engaging with cricket fans across the country while encouraging a healthy lifestyle and providing unforgettable fan experiences!”
AFL x Daniel’s Donuts
As the 2025 AFL Finals series heats up, Daniel’s Donuts has brought fans the ultimate game-day treat–delicious footy-shaped donuts and team-themed donuts that capture the excitement and passion of Aussie rules
Footy Shaped Donuts are available now until Grand Final day on September 27. These specially crafted jam-filled donuts feature Daniel’s signature soft dough shaped like footballs, topped with smooth white chocolate icing and detailed lace patterns resembling the AFL ball design.
The footy-shaped donuts are available at all 7-Eleven stores and at Daniel’s Donuts Victorian retail locations.
No matter which team you’re backing, Daniel’s Donuts has a donut for every fan with exclusive AFL team-themed donuts, already available for special order online.
Daniel’s signature soft, delicious, jam-filled donuts score big on taste, iced in team-coloured chocolate, white chocolate drizzle, and topped with fondant team logos.
“Whether you’re cheering for opposing teams or sharing the same scarf, these footy-shaped donuts offer something all fans can celebrate. No matter where you’re enjoying the game, they’re the perfect sweet treat to settle any rivalry,” said Daniel’s Group CEO, Adam Stapleton.
“We wanted to create something special that lets fans literally taste the excitement of the finals no matter where they are.
“We’ve been bringing moments of joy to Aussie families since 2016, and there’s no better time than footy finals season to share that joy with AFL fans across the country.”
Since hitting the market in 2016, the Daniel’s Donuts brand has grown to offer more than 50 different flavoured donuts, including vegan and gluten-free options. From humble beginnings baking in his parents’ Hogan’s Corner bakery while still in primary school, Daniel created a donut revolution with his famous hazelnut donut, transforming the location into one of the busiest bakeries in Melbourne’s western suburbs.
The footy-shaped donuts will be available until grand final day at 7-Eleven and Daniel’s Donuts. AFL team-themed donuts are also online.
McLaren Formula 1 Team x Trend Micro Incorporated
Trend Micro Incorporated, a global cybersecurity leader, has been named an official partner of the McLaren Formula 1 Team for the remainder of the 2025 season and beyond.
Trend is helping fast-paced organisations like McLaren Racing stay ahead of threats by safeguarding operational systems and sensitive data, and ensuring operations remain secure.
“It is fantastic to have Trend join the McLaren Formula 1 Team as an official partner. Its expertise was invaluable when supporting the team in electric racing and we’re excited to build on that strong foundation as we head into this next chapter together,” said Matt Dennington, co-chief commercial officer at McLaren Racing.
Cybersecurity is a critical part of modern motor sports, where milliseconds and data can make all the difference. The partnership continues to bring two brands with innovation at the heart of what they do and a commitment to securing evolving and fast-paced environments.
“Partnering with McLaren Racing is more than just a sponsorship, it’s about shared mindset. We are both committed to being the best in our industries, pushing the boundaries of innovation with an eye for speed, security, and customer-first experiences that drive lasting impact,” commented Kevin Simzer, chief operating officer at Trend.
“We’re excited to take this journey together and what it means to stay ahead of the curve and lead with confidence in a fast-moving world.”
As part of the partnership, Trend will engage customers and partners through a series of unique, high-touch moments throughout the Formula 1 season, combining world-class hospitality with access to the McLaren team and opportunities for deeper conversations around cybersecurity innovation and leadership–all designed to deliver the full Trend Experience.
