It’s been an epic week of sports and sports sponsorship news. The Brisbane Lions have gone back-to-back in the Toyota AFL Premiership becoming the first side to do so since Richmond in 2020.
Similarly, Brisbane’s Will Ashcroft secured the Norm Smith (best player on the ground) for the second consecutive year, joining a select group of three players to achieve the feat.
The Lions’ 47 point victory becomes the clubs fifth flag in the merged club’s history.
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For our golf fans Team Europe has come out victorious against the United States. The 15-13 victory on American soil marks Europe’s 11th win in the last 15 Ryder Cups.
Unfortunately, the tournament was overshadowed by the poorly behaved crowd. The European team were on the end of some unsavoury abuse from some spectators, with Rory McIlroy specifically on the end of some foul-mouthed comments.
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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 the very first tequila sponsor of the Australian Open, Blackmores Group signs a historic partnership with the WNBL, Richmond Football Club finds its 19th man in automotive brand GWM, and Carsales has been revealed as the presenting partner of The Formula 1 Exhibition in Melbourne.
Australian Open x Altos
The Australian Open and Altos are the new doubles pair on the circuit, partnering for the first time to bring a summer of fun to fans at Melbourne’s Grand Slam.
As the first official tequila of the Australian Open, Altos will be bringing a slice of its home in the highlands of Jalisco, Mexico, to the ever-popular Grand Slam Oval. Over the three-week tournament, the doors of Casa Altos will swing open; a place for summer vibes, top tequila cocktails served at the nine-metre long bar, and a few surprises.
To welcome people to Casa Altos, co-creator Dre Masso will fly in to lead the celebration and share the spirit of Altos with guests. Masso created Altos alongside fellow world-renowned industry legend (the late) Henry Besant, with esteemed Maestro Tequilero Jesus Hernandez in pursuit of creating a quality tequila for bartenders.
Pernod Ricard ANZ marketing director, Kristy Rutherford, said this was a landmark moment for Altos to be joining one of only four Grand Slams globally.
“Altos will be bringing some of the most popular cocktails in the country, alongside a custom AO cocktail,” she said.
“Our home on Grand Slam Oval, Casa Altos, brings to life our individual lifestyle. This is a tequila with true heart, and having Dre Masso here to share it with the thousands set to join us at Casa Altos will bring it to life for spectators even more.”
Grand Slam Oval was the place for drinks in 2025, and Altos is the natural fit with tequila being one of the fastest-growing spirit categories in Australia.
“We’re delighted to welcome Altos Tequila to the Australian Open family. The AO is all about celebrating tennis, summer and culture, and Altos brings a vibrant energy that fits perfectly with that spirit,” commented Cedric Cornelis, Tennis Australia chief commercial officer.
“From Casa Altos on Grand Slam Oval to courtside cocktails, this partnership is set to elevate the fan experience in a fresh and exciting way.”
Altos Lime Margarita and Watermelon premix cans will also be available at bars throughout the tournament, ensuring fans can enjoy premium tequila wherever they are at the AO.
Joining Altos is fellow Pernod Ricard brand Código 1530 Tequila, an official partner of the Australian Open. Código will be featured exclusively in AO Reserve bars.
Beyond the Australian Open, Altos will join Summer of Tennis celebrations across the nation as the Official Tequila of the United Cup in Perth and Sydney, and the Brisbane, Adelaide and Hobart Internationals.
NBL & WNBL x Blackmores Group
Blackmores Group has signed a historic, new partnership with the Women’s National Basketball League (WNBL) in addition to the renewal of its successful collaboration with the National Basketball League (NBL). Together, the expanded agreements strengthen Blackmores’ commitment to supporting athletes, grassroots programs, and basketball communities across the country.
Blackmores’ support of the WNBL is a significant step that reflects the brand’s dedication to championing athletes of all levels and encouraging more females to play the sport. This new chapter ensures Blackmores’ purpose is felt across the whole of Australian basketball, amplifying its impact at every level of the game.
The partnership will deliver initiatives that empower individuals and communities to enjoy healthier lifestyles, invest in their wellbeing and move often. The delivery of Blackmores’ Health and Hoops community clinics across Australia will be central to this mission, providing fans and young players with opportunities to learn from NBL and WNBL stars while focusing on wellbeing, teamwork, and community.
Basketball in Australia is experiencing unprecedented growth, with participation numbers at an all-time high, particularly among young girls and boys. The expansion of this partnership reflects the shared commitment of Blackmores, the NBL and WNBL to continue building on this momentum.
As part of the agreement, Blackmores will bring its Move More with Blackmores message to life across both leagues, including:
- A refreshed ambassador line-up featuring NBL legends Chris Goulding and Andrew Gaze, alongside WNBL icon Lauren Jackson and rising star, Nyadiew Pouch, as the faces of the Move More with Blackmores campaign.
- Health and Hoops community clinics with NBL and WNBL players, teaching the importance of movement, energy, and wellbeing.
- Blackmores Player Profiles featured in broadcast coverage.
Alastair Symington, Blackmores Group CEO, said, “Our renewed partnership with the NBL reflects our longstanding commitment to supporting active and healthy communities. This year, I am
thrilled to extend our partnership to the women’s league further strengthening our support for basketball at every level. We look forward to continuing to make health and wellbeing more accessible through basketball and are privileged to have the best in both leagues to support our mission.”
Jennie Sager, CEO of the WNBL, said the partnership reflects the growing power and influence of the women’s game.
“We are thrilled to welcome Blackmores to the WNBL family. Their decision to invest in women’s basketball shows just how far the league has come and how much potential lies ahead. Together, we will showcase the incredible talent of our athletes while also championing a message that health, balance, and wellbeing are the foundations of success both on and off the court.”
David Stevenson, NBL Group CEO, said the expansion demonstrates the unique ability of basketball to align with Blackmores’ mission.
“We are delighted to have Blackmores extend their support across both the NBL and WNBL. This partnership highlights the strength of our sport and our shared vision to build healthier, more active communities. Together, we’re inspiring fans, families, and players at every level of the game to invest in their health. My thanks to Alastair Symington and the Blackmores Group for their support.”
Richmond Football Club x GWM
Richmond Football Club has welcomed automotive brand GWM as its new joint major partner.
Through the partnership, the GWM logo will be proudly displayed across all Richmond apparel, including the Club’s AFL playing guernsey.
Richmond CEO Shane Dunne said the Club was thrilled to partner with a fast-growing and ambitious brand.
“We see this partnership growing from strength to strength across the coming years,” he said.
“It is a partnership, not just a sponsorship. Our fans will see the GWM logo proudly displayed across our apparel and have the chance to learn about the great vehicles GWM has to offer.
“This is going to be a really aligned partnership, with both organisations striving to push up the ladder we are focused on developing our list, while GWM is focused on increasing car sales in Australia.
“Already you see plenty of GWM cars on the road, and we are confident that the Tiger Army and broader Richmond family will help that number continue to grow.”
GWM Australia and New Zealand Chief Operating Officer John Kett said the timing of the partnership was perfect, arriving during a period of strong momentum for the company.
“This year GWM broke into the top 10 for Australian car sales, entering straight in at number seven,” he said.
“When we associate ourselves with a football club such as Richmond, we are partnering with an organisation with great history and success. Like Richmond, we are in a renewal stage—renewing our portfolio, introducing new technology, and challenging the more established brands that have been ahead of us for so long.
“We see ourselves not just as the number one Chinese brand, but as a genuine player in the Australian market. By 2027, our strategy is to be a top five automotive brand in Australia, selling 75,000 units a year, up from 50,000 today.
“This relationship with Richmond will be a key enabler of that ambition. The power of Richmond and its supporter base will help us build familiarity and awareness, while we hope to share in their success on the field. Reaching 75,000 sales and maybe a premiership along the way would be incredible.”
Carsales x Formula 1 Exhibition
Carsales has been revealed as the presenting partner of The Formula 1 Exhibition in Melbourne, which will make its highly anticipated Asia-Pacific debut in Australia this November.
After captivating audiences across major cities globally, the award-winning Formula 1 Exhibition is set to arrive in Melbourne—and carsales is proud to help bring it to local fans, offering an immersive journey through the past, present and future of one of the world’s most iconic sporting series.
Brought to Melbourne by Sony Music and TEG Experiences and produced by Round Room Live, The F1 Exhibition’s Asia-Pacific debut follows record-breaking visits across the European and American tours. Melbourne will become the eighth city to host The F1 Exhibition and provide the perfect opportunity for fans to experience the internationally acclaimed exhibition ahead of the F1 season opener at Albert Park.
“F1 has a special place in the hearts of Aussies, and we’re excited to help bring the Formula 1 Exhibition to our home city. With Australia hosting one of F1’s most passionate fan bases, renowned drivers and the Albert Park Circuit, this collaboration is a fitting celebration of our nation’s proud place in the sport’s global story,” said Rafael Constantinou, EGM of marketing, content and customer at carsales.
“Like Formula 1, we’re driven by innovation, pushing boundaries and creating moments audiences love. This collaboration builds on the launch of our rebrand, reinforcing our commitment to helping people ‘love it’ by connecting them with the experiences that matter most. We admire how F1 unites such a diverse fan base from all walks of life—and at carsales, that’s how we show up too.”
“Partnering with carsales to bring the Formula 1 Exhibition to Melbourne just made sense. We’re very selective about who we collaborate with, and as Australia’s leading auto marketplace, carsales’ deep connection to automotive culture, innovation and community aligns perfectly. Together, we’re creating something truly special for fans across Australia,” added Shane Harmon, managing director of TEG experiences.
Opening on Saturday, November 29, 2025, The Formula 1 Exhibition presented by carsales will showcase legendary F1 cars, interactive installations, racing simulators, and exclusive content from the sport’s most celebrated teams and drivers.
Members of the presenting partner, carsales will receive early access to tickets with a pre-sale launching early October.
The exhibition will run through to 2026, with carsales exploring exciting activations and experiences to further engage fans throughout the summer season, bringing the same fresh and dynamic energy that defines its recent brand evolution.
