As the year winds down, the sporting world is winding up with huge deals being signed across the board.
Hahn has locked in its place as the official naming rights partner for the Australian Cup. Meanwhile, Alex de Minaur has become the first Aussie tennis player to appear on the iconic Weetbix box.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
Hahn x Australia Cup
Football Australia has announced a partnership with Hahn, that will see the brand become the naming rights partner for the Australia Cup.
From 2025, the Australia Cup will be known as the “Hahn Australia Cup” for the next three years.
The Australia Cup stands out for its vast reach and inclusivity, bringing together over 750 senior community clubs across the country. This partnership will forge a lasting connection between Hahn and Australia’s active, football-loving communities, underscoring their commitment to uniting people and strengthening bonds through the shared love of the game.
“This exciting partnership marks a significant moment for the Australia Cup, and we’re thrilled to welcome Hahn as the naming rights partner for this extraordinary competition,” said Football Australia CEO James Johnson.
“The Hahn Australia Cup represents more than just a football tournament; it brings together grassroots players, officials, fans, and communities from across the country in a shared celebration of the game. This partnership with Hahn, one of Australia’s most popular beer brands, aligns perfectly with our vision for the Australia Cup, and we’re excited about the impact this collaboration will have on Australian football”.
This partnership paves the way for Football Australia and Hahn to build a lasting relationship as the “Official Beer of the Australia Cup”. Through this partnership, Football Australia and Hahn will work together to grow the Australia Cup and provide new opportunities for football fans to engage with the competition.
“We’re incredibly proud to partner with Football Australia as the official beer and naming rights partner of the Australia Cup. The Hahn Australia Cup is a competition that pits park footballers against professionals in the ultimate David vs Goliath matchup,” said Lion Australia managing director, James Brindley.
“Aussies love to back an underdog and every year the Australia Cup delivers ‘Cupsets’ that engage and inspire players and supporters alike. Hahn is here to celebrate the on-field moments that forge lifelong bonds and become the stuff of legend in months and years to follow. We look forward to raising a Hahn with the players, coaches, and communities that bring this tournament to life each year,” added Brindley.
Weetbix x Alex de Minaur
The Weetbix box has showcased some of the greatest athletes of all time, serving as a symbol of sporting excellence. But in its 126-year history, an Aussie Tennis Player has not once appeared on iconic the red and blue packaging – until now!
Alex de Minaur, Australia’s No. 1 tennis star and the current world number nine according to the Association of Tennis Professionals (ATP) rankings, is stepping into this prestigious spotlight, joining a legendary roster of sporting greats like Tim Cahill, Brett Lee, and Elyse Perry, whose presence on breakfast tables has motivated kids to dream big and get active.
This summer, de Minaur’s partnership with the Australian Open Holiday Programs presented by Weet-Bix takes inspiration off the box and onto the court. Through this collaboration, kids across the nation have the chance to not only connect with the tennis icon but also experience the sport in a way that could ignite a lifelong passion.
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“I fell in love with tennis when I was a kid, and this partnership with the AO Holiday Programs and Weet-Bix aims to inspire the next generation to love it just as much,” de Minaur shared.
De Minaur, known for his speed, determination, and commitment to his craft, is eager to mentor young athletes. “Mentorship is super important, and I’ve been fortunate to have learnt so much from my mentors over the years. I want to pass on the knowledge I’ve gathered throughout my journey and help young Aussie athletes become the best version of themselves”.
As part of this historic partnership, an exclusive promotion will give ten lucky kids the opportunity of a lifetime: a private AO Holiday Programs experience with Alex de Minaur just before the Australian Open 2025. Winners will meet and train with the Olympian himself, gaining invaluable insights into the sport and an inspiring start to their tennis journey.
The major prize includes flights and accommodation for the winner and their guardian, ensuring accessibility for kids nationwide. Additionally, 100 instant-win Rebel Sports vouchers valued at $100 each will be up for grabs, adding even more excitement for Aussie families.
“Every competitive tennis player started where these kids are right now,” said de Minaur. “Learning the basics, the techniques, the routines, and the professionalism needed to love the sport and be a good player on and off the court. These kinds of opportunities are where the love of tennis really grows.”
“Having Alex and Weet-Bix involved in the AO Holiday Programs is a fantastic opportunity for our young players. Through these grassroots initiatives, we’re not just promoting physical fitness; we’re inspiring kids to get active, connect with their local communities, and discover the lifelong benefits of tennis,” said Tennis Australia chief tennis officer, Tom Larner.
“Tennis has given me so much, and I’m really looking forward to getting on court with some of Australia’s future tennis stars. This is a chance for them to see what’s possible, to dream big, and to have fun along the way,” De Minaur added.
Haier x Australian Open
The Australian Open has announced Haier as the Official TV and Appliance Partner of the Australian Open and Summer of Tennis events.
The partnership was marked with a signing ceremony in Melbourne yesterday, underscoring Haier’s global commitment to sports and enhancing quality of life worldwide.
Over the next three years, Haier will collaborate with the Australian Open — one of the world’s premier sporting events — to highlight its cutting-edge smart home innovations. The partnership aims to deliver immersive fan experiences by integrating advanced technologies in home appliances, including kitchen, laundry, and climate control systems, with the excitement of world-class tennis.
“We are delighted to welcome Haier as an official partner of the Australian Open,” Tennis Australia chief commercial officer Cedric Cornelis said. “Haier’s dedication to innovation and quality aligns perfectly with the values of our sport and events. This collaboration will not only elevate the fan experience but also introduce cutting-edge technology that adds a fresh and dynamic dimension to the Summer of Tennis”.
“This partnership with the Australian Open marks a critical step in our globalization efforts, showcasing our commitment to sports and innovation,” Senior vice president of Haier Group and chairman and CEO of Haier Smart Home Li Huagang, said.
“The Australian Open, as one of the four Grand Slam tournaments, aligns perfectly with Haier’s commitment to bring consumers worldwide more creations and possibilities, as well as groundbreaking smart home solutions”.
During the Australian Open, Haier will introduce unique brand experiences through both online and on-site activations, reflecting its commitment to leadership in the home appliance industry.
SCA Western Australia x Perth Wildcats
SCA Western Australia has announced a new three-year partnership with NBL club, the Perth Wildcats. The partnership will see the Wildcats partner with SCA across Mix94.5, 92.9 Triple M and LiSTNR.
As part of the agreement, Mix94.5 will have a heavy brand presence at all Wildcats home games at RAC Arena.
In addition, players from the Perth Wildcats will be featured in regular segments across Mix94.5’s Pete & Kymba show and 92.9 Triple M’s Xav & Katie Show
In a first, the Wildcats will also have an exclusive LiSTNR podcast called The Perth Wildcast, hosted by 92.9 Triple M Breakfast anchor, Daniel Leach.
“We’re delighted to team up with SCA in an exciting three-year partnership,” said Perth Wildcats CEO, Mark Arena.
“We’re excited to bring the Red Army all the behind-the-scenes action through our brand-new podcast, Perth Wildcast as well as player appearances on Mix 94.5’s Pete & Kymba and 92.9 Triple M’s Xav & Katie”.
“This partnership will also provide plenty of opportunities for Wildcats fans to win tickets to watch us play at RAC Arena throughout our NBL25 campaign.”
“We are thrilled to join forces with the powerhouse that is the Perth Wildcats. This partnership, extending across all SCA Perth brands, Mix94.5, 92.9 Triple M and LiSTNR allows us to bring West Australians even closer to the action. Our exclusive Perth Wildcats podcast on LiSTNR will deliver behind-the-scenes access and player insights – bringing our passion for the team straight to the fans. Together, we’ll amplify the energy and excitement of the Perth Wildcats and create unforgettable moments for our listeners and the community,” said SCA Perth brand experience director, Stacey Schmook.
The partnership is effective immediately and will continue until the end of the 2027 Season.
Crypto.com x Crypto.com Showdown
EverWonder Studio and BZ Entertainment have announced that Crypto.com has secured the title sponsorship of the highly anticipated upcoming Crypto.com Showdown, where Rory McIlroy and Scottie Scheffler of the PGA Tour will face Bryson DeChambeau and Brooks Koepka of LIV Golf in Las Vegas on December 17, 2024.
This will be the first-ever major golf tournament with a multimillion-dollar purse to be paid in CRO cryptocurrency.
“Crypto.com’s mission is to accelerate the world’s transition to cryptocurrency and today’s announcement is our latest effort by introducing the world’s first major golf tournament with a purse in CRO cryptocurrency,” said Kris Marzalek, CEO Crypto.com. “This is testament to our confidence in the future of the U.S. crypto market and the power of sports to bring fans to the most licensed crypto platform in the world – Crypto.com.”
The Crypto.com Showdown was created by BZ Entertainment, led by acclaimed producer Bryan Zuriff, and EverWonder Studio, the independent content studio led by Ian Orefice and backed by Jeff Zucker’s RedBird IMI.
“The spirit of the Showdown has always been to unify and innovate the game by bringing together the best to deliver true stakes for the players and excitement for fans around the world. With Crypto.com as our title sponsor and a multimillion dollar prize purse in CRO cryptocurrency, this is a transformative moment for the game of golf and a potential blueprint for the future of professional sports,” said Zuriff and Orefice.
“We are thrilled to partner with Crypto.com and make history together with the Crypto.com Showdown.”
This marks the latest signature partnership for Crypto.com within the sports and entertainment space. Crypto.com has become one of the most recognized global brands with more than 100 million users by partnering with iconic people, places and events, including the iconic Crypto.com Arena in Los Angeles, Formula 1, UFC, the UEFA Champions League, and more.
Puma x Portuguese Football Federation
PUMA has signed a long-term agreement with the Portuguese Football Federation (FPF), set to begin in 2025. The deal will see PUMA provide gear for all of Portugal’s national teams, including male, female, and youth squads, as well as the federation’s futsal, beach football, and E-Sports teams. Portugal, known for its dynamic playstyle and sizeable global fan base, is one of the most popular national teams in the world, and it has a significant social media following.
PUMA’s CEO, Arne Freundt, expressed excitement about partnering with such a renowned team, emphasising the brand’s goal of aligning with top-tier national football teams.
“Signing a top-tier national team was one of our priorities in football and I am very excited to welcome a team as popular as Portugal to the PUMA Family,” said Freundt. “Given the large number of fans all over the world and the great potential of the next generation of this squad, we are looking forward to the upcoming big tournaments such as the 2026 World Cup.”
The agreement marks an important step for PUMA as it looks forward to supporting Portugal’s national teams in upcoming tournaments like the 2026 World Cup. The partnership also taps into the potential of the next generation of players in the squad, further strengthening PUMA’s presence in global football.
The collaboration has historical significance for PUMA, as it recalls the brand’s connection to legendary Portuguese player Eusébio, who wore the iconic PUMA KING football boot in the 1960s. The FPF’s president, Fernando Gomes, highlighted PUMA’s ability to engage with fans and tell the unique story of each team and expressed excitement about creating new products that will resonate with Portugal’s vast supporter base. The first products and creative direction for this partnership are expected to be unveiled in early 2025.
