Boost Mobile has strengthened its support for Australian football with a renewed partnership across A-League competitions. Meanwhile, Asahi Super Dry has extended its role as the Official Beer Partner for both the men’s and women’s Rugby World Cup through 2029.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
Let’s dive in!
Boost Mobile x A-Leagues:
The Australian Professional Leagues (APL) has announced an extension of its partnership with Boost Mobile, which will see the youth-focused telco brand become an Official Partner of the Isuzu UTE A-League Men’s and Ninja A-League Women’s competitions.
Boost Mobile will maintain its status as the Official Telco Partner across both leagues, solidifying its support for Australian football beyond its initial partnership of the 2023/24 A-Leagues Finals Series and A-Leagues All-Stars.
The partnership reaffirms Boost’s ongoing commitment to the sport, with a focus on youth and rising stars within A-Leagues through increased visibility of performances of players U23, and the continued sponsorship of the Boost Young Footballer of the Year as part of the A-Leagues annual Dolan Warren Awards. Activation of the partnership will also focus on elevating the fan experience through innovative experiences and content, bringing fans closer to the game they love.
“Our initial partnership with the A-Leagues late last season was a tremendous success, giving us a first-hand glimpse into the passion of Australian football fans and the significant impact that sport has on communities across the country,” said Jason Haynes, Boost Mobile CEO. “With over 2 million participants, football is one of the fastest-growing sports in Australia and is firmly embedding itself into our culture. We are particularly excited to see the growth in inclusivity and the increasing number of women entering the sport. Through this partnership extension, Boost Mobile looks forward to enhancing the fan experience in a meaningful way, reflecting our commitment to supporting our amazing consumers. We felt warmly welcomed by the football family and are eager to introduce our brand to even more Australian sports fans”.
“We’re thrilled Boost Mobile have committed to extending their support of the A-Leagues, building on their commitment to hero the rising stars within our Leagues, and enhance the match day experience for our fans,” said Ned Negus, A-Leagues chief commercial officer. “After seeing how Boost brought this Partnership to life in the 2024 Finals Series, notably through increasing the capacity for our grand Final to allow more fans to attend, we’re excited to work with them to deliver equally impactful activations for the upcoming season, which will actively support the continued growth of our Leagues”.
Deloitte x United Cup & Tennis Australia
Deloitte has formed a multi-year partnership with the United Cup and Tennis Australia. As the Official Business and Technology Transformation Consulting Partner, Deloitte will support a variety of digital projects to enhance customer and event experiences.
United Cup, the innovative mixed team tennis event, will feature Deloitte prominently across on court signage in Perth and Sydney.
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“It’s exciting to have a partner like Deloitte on board with the United Cup, a highlight on the global tennis calendar,” Tennis Australia chief commercial officer Cedric Cornelis said. “The partnership also allows us to build on our world-class capabilities and continue to optimise our day-to-day business processes within the ever-changing sporting landscape.”
“We are very proud to support Tennis Australia as their Business and Technology Transformation Consulting Partner, aligning on our shared ambition of ensuring a sustainable future for sport,” said Deloitte Australia sports practice lead Sandra Sweeney. “Our support of Tennis Australia further emphasises our commitment to work with sporting organisations locally and globally, to deliver world-class transformation”.
“We look forward to supporting the Tennis Australia team as they create a stronger future for players and fans”.
“Sport is such an important part of our Australian culture, and we are excited to showcase how Deloitte can help Australian sporting organisations be successful,” said Deloitte Australia TMT consulting industry lead Jason Start. “We will bring the best of our Australian and global experience to support Tennis Australia in delivering world-class capabilities and experiences”.
Asahi Super Dry x Rugby World Cup
Asahi Super Dry has extended its partnership with the Rugby World Cup as the Official Beer and Principal Partner for both the men’s and women’s tournaments through 2029. This includes the Women’s Rugby World Cup in England in 2025 and Australia in 2029, as well as the Men’s Rugby World Cup in Australia in 2027.
Following the success of the 2023 Rugby World Cup, where Asahi served five million pints to fans, the brand is set to launch a global marketing strategy to further engage audiences and elevate the fan experience at matches. Asahi will offer a range of alcoholic and alcohol-free beverages, emphasizing responsible drinking.
Asahi Super Dry will also be the presenting partner of the Official Rugby World Cup Podcast, which drew significant attention during the 2023 tournament. The podcast will return in 2025, offering fans exclusive content and in-depth coverage of the sport.
This partnership is particularly significant for women’s rugby, marking Asahi’s first sponsorship of the Women’s Rugby World Cup. With the global audience for women’s rugby expected to grow by over 70% by 2033, Asahi’s involvement underscores its commitment to supporting both the men’s and women’s games.
Carma x Sydney FC
Sydney FC has agreed on a new upgrade to its partnership with online car dealership, Carma, for the 2024/25 Isuzu UTE A-League Men’s season. After two successful seasons as Sydney FC’s official shorts sponsor, Carma is further strengthening its commitment to the club by continuing it’s support across both the men’s and women’s teams. Carma is now taking its partnership to the next level, proudly stepping in as the official sleeve sponsor for the Sydney FC Men’s team.
This marks the third consecutive season of collaboration between the two parties, further cementing the mutual trust and success of their relationship.
The enhancement includes Carma becoming the official match day ball delivery partner, with activations set to run across Sydney FC’s digital platforms, including the website and social media channels.
“We are thrilled to expand our relationship with Carma as they take on the prominent role of sleeve partner for our Isuzu UTE A-League Men’s team,” said Sydney FC chief executive officer, Mark Aubury. “This upgrade is a testament to the fantastic trust and mutual benefit that has grown between Sydney FC and Carma over the last three seasons”.
“Carma shares our vision of excellence and great customer service, and we look forward to working closely with them to continue delivering great results”.
“Our partnership with Sydney FC has been an incredible journey, and we are delighted to further enhance our collaboration as sleeve sponsor,” said Yosuke Hall, co-founder and chief commercial officer of Carma. “The club’s dedication to excellence and commitment to community aligns seamlessly with Carma’s values”.
“Being part of Sydney FC’s success for a third consecutive season reflects the strong foundation we’ve built together, and we look forward to continuing to engage with fans and deliver memorable experiences”.