This week has been dominated with cricket thanks to the start of the BBL season and the third Ashes Test. Day two resumed this morning with the Brits putting up much more of a fight than the first two matches.
At the completion of day one, Australia was 8-326 thanks to some handy batting from returning batsman Usman Khawaja and Adelaide local Alex Carey. Khawaja notched up a handy 82 before being caught on the boundary, and Carey was dismissed for 106 after raising the bat in front of his home crowd.
In true Ashes fashion the day was not without controversy. Carey should have been out on 72 when he bottom edged a shot to England’s keeper Jamie Smith, but a Decision Review System (DRS) blunder gave him a second chance.
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 pitch, the bleachers has been buzzing with sponsorship news. Brisbane Heat has found a media partner for the 2025 BBL season, the Australian Open has recruited YoPRO and brought back Grey Goose, Football Victoria has netted New Balance and the LA Rams have found a local automotive partner for their upcoming NFL match in Australia.
Brisbane Heat x Sunny Advertising
The partnership between Brisbane Heat and Sunny Advertising has gone to a new level with the agency coming on board as a media partner for the 2025 BBL season.
The 2025 Big Bash competition has just kick-off, and Brisbane Heat is determined to reach new heights across ticket sales, membership and attendance in partnership with its new media partner.
Nic Laube, head of marketing and digital at Brisbane Heat said working with Sunny Advertising helped deliver stunning results last season and with a week out from the season commencing, the Heat are on track to sell out multiple sold out games.
“Last year was our first season working with the Sunny Advertising team to deliver a data driven approach which resulted in one of the strongest commercial seasons in the Brisbane Heat’s fourteen-year history. We delivered our biggest crowds in seven years and set a record for club membership, so it is pleasing to see momentum carry into this summer that has us on track to be one of our biggest seasons to date,” he said.
Sunny Advertising’s senior digital media specialist Dale Hickey said the 2025 campaign integrated behaviour-based audience segmentation, purchase-propensity modelling and creative which was tailored to upcoming fixtures and ticket inventory.
“Our expertise in precision targeting, audience segmentation, and dynamic optimisation has been instrumental in helping us continue the momentum we built last season. We are continually undertaking tactical optimisations while reallocating budget in real time to the highest-performing channels. This enables the Brisbane Heat to drive conversions efficiently and ensures every marketing dollar delivers measurable results,” Hickey said.
Brisbane have got off to a hot start with documentary Reignite, which was produced inhouse by the club’s content and marketing team, has been nominated for an Australian Sports Commission Media Award for Sport Documentary of the year.
Australian Open x YoPRO
The Australian Open has signed a delicious partnership with Australian protein yoghurt, YoPRO marking the brand’s first-ever activation at the iconic Grand Slam.
The collaboration signals YoPRO’s long-term commitment to major sporting moments as it continues to expand its performance-led brand platform, Feed Your Progress.
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The partnership aligns strongly with YoPRO’s mission to support peak performers and exercise enthusiasts—many of who represent the AO’s most engaged audience. Tennis, defined by movement, endurance and continual improvement, provides a natural stage for YoPRO to reinforce its position as a protein snack for those pursuing their goals.
Throughout the tournament, YoPRO will deliver a series of immersive, high-energy activations designed to bring Feed Your Progress to life across Melbourne Park. Key elements include; the NetClub served up by YoPRO—a fast-paced, open-to-the-public pickleball experience positioned at TopCourt, offering fans the chance to move, compete and recover with YoPRO. A YoPRO Progress Station—serving YoPRO’s 15g Core Range with custom toppings, giving fans a delicious, high-protein snack option as they explore the AO precinct. Finally, a YoPRO topping bar, which will be in a dedicated space for athletes to refuel with YoPRO between matches and training sessions.
Closing the tournament experience will be exclusive appearance moments and content integrations featuring global ambassador and World No.1 Carlos Alcaraz. His presence at the AO will mark the first time he activates onsite in this role, offering fans a unique chance to connect with one of the world’s most dynamic athletes.
“We’re incredibly proud to join the Australian Open, marking an exciting new chapter for YoPRO. With Carlos Alcaraz stepping into his role as our Global Ambassador—and activating at the AO in this role for the very first time – we are celebrating a shared belief in the power of progress, whether you’re competing on centre court or taking the first steps in your fitness journey. This partnership allows us to connect with fans in an authentic, inspiring way and reinforces YoPRO’s commitment to fuelling movement, performance and recovery,” said Xavier Gonzalez, head of marketing, Danone Saputo Dairy Australia, YoPRO
“We’re thrilled to welcome YoPRO to the Australian Open family. This collaboration brings together two brands committed to performance, wellbeing and pushing boundaries. YoPRO’s innovative approach and athlete-first mindset, highlighted by their work with Carlos Alcaraz, will help us deliver fresh, dynamic experiences for fans and players at Melbourne Park. We look forward to building this partnership and creating impactful activations at AO 26 and beyond,” added Cedric Cornelis, chief commercial officer, Tennis Australia.
With preparations underway for a major presence at Melbourne Park, YoPRO will unveil further content rollouts and fan-facing experiences throughout December as excitement builds towards the start of Australian Open 2026 in the New Year.
“I’m excited to join YoPRO at the Australian Open for the first time in my role as a Global Ambassador. Progress is something I focus on every day, both on and off the court, and I love that YoPRO shares that same mindset. I’m looking forward to connecting with fans in Melbourne and celebrating all the big and small steps that make us progress every day,” concluded Alcaraz.
To support the partnership, Always Human, YoPRO’s lead PR, social and influencer agency, will oversee all owned-channel content throughout the tournament and manage on-ground hosting for Team YoPRO.
WPP Media Sport and Entertainment is leading partnership negotiations and management, Wavemaker is leading media, strategy, planning and buying, and Havas is managing creative. AM Brands is overseeing all shopper and retail marketing while Soulution is managing YoPRO sampling activities across Melbourne outside the tennis precinct.
Australian Open x Grey Goose
It’s no suprise with the Aus Open around the corner the commercial team has been extremely busy. To add to YoPRO, The Grey Goose Courtside Bar will also make a return to Melbourne Park for its second year, inviting guests to check in to a reimagined summer escape: a chic courtside retreat to pause, refresh, and enjoy the moment.
Signature Lemon Ace serves meet playful surprises, creating the ultimate destination to unwind in style.
As part of its return to the Australian Open, Grey Goose brings its French sophistication and joie de vivre to the height of the Australian summer, delivering an elevated blend of style, flavour, and celebration to one of the world’s most iconic sporting stages.
Overlooking Court six with sweeping, uninterrupted views, the Courtside Bar has been reimagined with an elevated sensibility and stylish cues of French Riviera inspiration, designed to offer fans a premium escape between serves. As the first-ever space to introduce stadium seating attached directly to a bar, it offers a new standard of prime, elevated viewing, inviting guests to watch the tennis from an entirely fresh perspective.
Signature Goose experiences and curated moments bring French flair to life, turning the Courtside Bar into a must-visit destination for fans looking to make time wait and savour the serve of the summer.
The signature Grey Goose Lemon Ace returns as the hero serve. Crafted with Grey Goose vodka, passionfruit syrup, and sparkling lemonade, and garnished with a playful lemon ball and fresh mint, the Lemon Ace embodies the energy and zest of summer tennis. Fans can enjoy the cocktail as a freshly mixed serve or as an AO-exclusive ready-to-drink can, available only at Melbourne Park throughout the tournament.
Joe McCanta, Grey Goose global director of brand experience brings his creative flair and global experience across the US and UK to Courtside Bar, ensuring every Lemon Ace and Grey Goose serve is poured with precision and showmanship.
“Grey Goose is all about celebrating the art of taking time for pleasure, what we call ‘Joie de Vivre’, the joy of living,” said Monty Velich-Ryan, senior brand manager, Grey Goose Australia. “At the Australian Open, we invite fans to make time wait, savour the serve of the summer, and immerse themselves in the joie de vivre of courtside life. From cocktails and cuisine to playful, French Riviera-inspired touches at the Courtside Bar, every moment is designed to delight and surprise.”
Grey Goose’s continued presence at the Australian Open celebrates their global connection to tennis culture, bringing together masterful mixology, refined cuisine, and French flair, encouraging fans to embrace summer, sport, and celebration. From courtside matches to raising a perfectly balanced Lemon Ace between sets, Grey Goose ensures every moment at Melbourne Park is unforgettable.
Football Victoria x New Balance
Football Victoria has netted a new four-year partnership with New Balance, and Belgravia Apparel to become FV’s official technical apparel partner.
The partnership will see FV’s staff, Academy teams and representative squads wear New Balance uniforms and playing kits from 2026.
New Balance, an independent brand since 1906, is renowned for empowering individuals through sport and craftsmanship, fostering positive change in communities around the world.
Belgravia Apparel is the Australasian elite teamwear partner of New Balance, supplying both supporter and performance products for a broad range of professional and amateur sporting organisations across Australia and New Zealand. Through this collaboration, FV Academy and State and Regional representative players will take the pitch in high-performance kits designed to reduce drag, enhance mobility, and stay comfortable for all 90 minutes, thanks to Quick-Dry technology.
Further strengthening its presence in Victorian football, New Balance will also become the naming rights partner for the Dockerty Cup, a Victorian football men’s football competition.
New Balance will also contribute back to the FV community by providing a $1,000 voucher to the winner of the Community Person of the Year award, to be presented at the 2026 FV Gala.
FV CEO, Dan Birrell welcomed the new partnership.
“Belgravia Apparel has long supported football in Victoria and we’re excited to see our staff, Academy teams and representative squads wearing New Balance from 2026,” he said.
“New Balance has a strong global football connection and we’re pleased to be a new chapter in that story, here in Victoria.”
“At New Balance, our job is to aid athletes in their pursuit of excellence, whether that means helping professional athletes win medals, or propelling the community to live a healthy and active lifestyle,” concluded New Balance Australia regional general manager, Dean Howard.
“In partnership with Belgravia Apparel, we are proud to partner with Football Victoria and look forward to seeing the partnership come to life over the next four years.”
Los Angeles Rams x General Motors Specialty Vehicles
General Motors Specialty Vehicles (GMSV), the automotive brand who bring Chevrolet and GMC vehicles to Australia and New Zealand has accelerated into a partnership with National Football League (NFL) team the Los Angeles Rams.
GMSV will be the official automotive partner for the Los Angeles Rams in Australia and New Zealand throughout this season and next, including the first ever regular season NFL game to be played in Australia at the iconic Melbourne Cricket Ground (MCG) in 2026.
The Los Angeles Rams, who hold the marketing rights in Australia, have already made an impact. The Rams have had presence with a dedicated Instagram page, a Super Bowl LVI Trophy tour and visits from Rams players, the Los Angeles Rams Cheerleaders and Rams Legends, attending Flag Youth Championships, running activations, and visiting some key tourist destinations.
“This partnership just makes sense. The Los Angeles Rams are an iconic American brand being brought to Australia to showcase their professionalism, power and ability. Our brands Chevrolet and GMC are no different,” commented Heath Walker, General Motors marketing director ANZ.
“Our products deliver on all areas of what you would expect from large American trucks and SUV, with enough room in the GMC Yukon for an offensive line, wide receiver, running back and the quarterback in the driver’s seat.”
The GMSV and Los Angeles Rams partnership will include; a content series leading up to the Melbourne game titled ‘Road to Melbourne’, presenting partner of the VIP Tailgate event held at the MCG featuring GMC Yukon Denali and Chevrolet Silverado vehicles for tailgating, presenting partner of the Rams Youth Flag Football Clinic, and vehicle displays at many of the activities across the country.
In addition, GMSV, will be offering a Los Angeles Rams VIP Experience at SoFi Stadium in Inglewood, CA, where one GMSV customer will win a trip for four, with two nights’ accommodation, airfares, stadium tour, pregame field passes, VIP tailgate passes, four premium game tickets, and a VIP Rams gift.
“The ability to bring this partnership to life across our GMSV dealer network, social channels, and at the game is very exciting. Working with the Los Angeles Rams we will have some great activities for the public, and some special events for our owners,” commented Jess Bala, General Motors managing director ANZ.
The partnership between GMSV and the Los Angeles Rams marks an exciting chapter for American football fans and automotive enthusiasts in Australia. Through a series of engaging events, exclusive experiences and innovative activations, GMSV and the Los Angeles Rams are set to deliver a unique blend of sporting excitement and automotive excellence. As anticipation builds for the historic Melbourne game, both brands are committed to creating memorable moments for fans and customers alike, further strengthening their presence Down Under.
“Partnering with GMSV is an incredible opportunity to align two brands that share a passion for performance, innovation, and community. At the Rams, we’re proud to work with a team that understands how to drive excitement both on and off the field, and together we’re creating experiences that resonate with fans across Los Angeles and beyond,” concluded Chris Edwards, senior director, global partnerships, Los Angeles Rams.
