Now that the Australian Open and Winter Olympics are over sport fans can now catch their breath. Sike, NRL is set to kick off this weekend in the quiet American city of Las Vegas, and the AFL not too far behind the following Thursday in Sydney.
For the third consecutive year, the NRL will kick off its season under the bright lights of Las Vegas with a stacked double header. Headlining is the Canterbury Bankstown Bulldogs facing up against an arch nemesis in the St George Illawarra Dragons, and a stacked North Queensland Cowboys side will go up against an equally stacked Newcastle Knights team.
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For NRL fans who have been waiting since October to get their footy fix, this is like Christmas.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
In light of the winter seasons kicking off within the next two weeks, brands have been pouncing on the teams and players.
Perth Bears x Atlas Building
Another iconic West Australian company has partnered with the Perth Bears. Atlas Building has signed on to become the rugby league club’s sponsor for its bottom back of jersey in a landmark deal.
It’s the latest in a number of major partnerships for the Bears including Cash Converters, Budget Direct, McDonald’s, Gage Roads, IBM and New Balance.
Atlas is a renowned construction company that has developed some of the State’s most iconic buildings.
Under the leadership of Julian Ambrose, Atlas are long-time champions of local rugby league—a commitment that will continue on top of the Perth Bears partnership.
Ambrose said it was an honour to be involved the further development of rugby league in WA.
“As a Western Australian-owned and operated company we are proud to be able to partner with the Perth Bears as they enter the NRL Premiership as a Western Australian team,” he said.
“To be involved in the further development of rugby league at a senior and community level in our own state is not only an honour but also personally satisfying.”
Perth Bears CEO Anthony De Ceglie said he was extremely excited to be partnering with another major WA company with strong and genuine ties to the sport that also shared the club’s values of family and community.
“We wake up every morning feeling privileged to have the opportunity to bring the county’s most-watched sporting code to Western Australia,” he said.
“Thanks to the vision and drive of Australian Rugby League Commission chair Peter V’landys and NRL CEO Andrew Abdo; rugby league is in a remarkable position and the Perth Bears are truly the most exciting story – and the best opportunity – in Australian sport.
“We are honoured that the WA business community, including very respected leaders like Julian Ambrose, are throwing their major backing behind the Bears.”
Ben Morton, chairman of the Perth Bears Board, added the club was delighted to partner with the builders who were responsible for the upgrades to their home ground at HBF Park, alongside other iconic WA locations like RAC Arena.
“Partnerships like this help create the best possible foundation for our success both on and off the field,” added Morton.
North Queensland Cowboys x Ingenia Holiday Parks
In a move set to supercharge game-day energy and deepen community engagement across North Queensland, Ingenia Holiday Parks has screamed into a multi-year partnership with the North Queensland Cowboys.
Ingenia Holiday Parks is an established part of the North Queensland community, with BIG4 Ingenia Holidays Townsville and BIG4 Ingenia Holidays Cairns Coconut welcoming families and friends as a place to celebrate, connect, and make memories that last a lifetime. Now, it’s extending that role beyond its grounds and into the heart of local rugby league.
Ingenia Holiday Parks is proud to serve as presenting partner of the 29th Laurie Spina Shield, supporting Australasia’s largest under-11 rugby league carnival. Over the course of two days in June, more than 1,000 of the region’s top junior players will take to the field to compete across 224 games, in a competition renowned for nurturing future talent and providing a pathway to elite levels of the game.
As presenting partner, Ingenia Holiday Parks plans to make the carnival an event that young players and their families will remember forever, with hands-on experiences and fun-filled activities designed to bring the community together in celebration of the ‘greatest game of all’. The carnival will conclude with eight teams going head-to-head before an NRL Match Day (27 June, North Queensland Cowboys vs Penrith Panthers), where Ingenia Holidays will serve again as presenting partner.
“We’re incredibly proud to be partnering with the North Queensland Cowboys, a club that means so much to this region,” said Matthew Young, executive general manager of tourism, Ingenia Holiday Parks
“The Cowboys have a special way of bringing communities across the region together, and this partnership gives us the chance to connect with local fans and travelling supporters in meaningful ways, while backing a club that values community, shared experiences, and regional pride just as much as we do at Ingenia Holidays.”
Fans can also look forward to a North Queensland Cowboys Takeover Weekend at an Ingenia Holiday Park, where players will spend the weekend running rugby clinics and hanging out with fans.
“It’s fantastic to team up with Ingenia Holiday Parks. They understand what makes this region so special and share our passion for giving fans experiences they’ll never forget. Together, we’ll be able to bring supporters closer to the action than ever before and give back to the families and communities that make our game so strong,” said Dean Payne, chief commercial and external affairs officer, North Queensland Cowboys.
To celebrate the partnership, Ingenia Holiday Parks and the Cowboys are running a colouring-in competition for young supporters to win four tickets to the first home game on 22 March, and a two-night stay at BIG4 Ingenia Holiday Park Townsville. Fans simply need to download a stencil featuring mascots Miss Moo and Bluey, put their colouring in skills to the test, and upload their entry by 5 March to be in to win.
Effective immediately, this partnership is secured until October 2027, promising years of shared experiences ahead.
Hawthorn Hawks x Revolut
Hawthorn Football Club, has recruited Revolut, the global financial technology company, ahead of the 2026 Toyota AFL Premiership season. The move unites the world of finance and football to unlock unique experiences for Australian fans.
Revolut’s innovative brand will be integrated through player content, marketing and various digital campaigns, as well as through match day signage. Revolut Business will also be integrated into the club’s internal financial infrastructure, helping to improve team finance operations.
“Hawthorn has a long history of success, but also a mindset of innovation and change, and that shared focus is what makes this partnership exciting. AFL sits at the heart of Australian sport, and working with Hawthorn gives us a genuinely meaningful way to bring Revolut to life for fans in a context they care deeply about, not just as a sponsor but as a partner,” commented Charlie Short, head of growth at Revolut Australia.
“It is exciting to be welcoming Revolut to Hawthorn as a gold partner. Along with our on-field success, Hawthorn prides itself on maintaining its strong financial position through innovative and sustainable measures—by partnering with Revolut, we look forward to elevating this further,” said Ash Klein, CEO of Hawthorn Football Club.
“With Revolut trusted by millions across the globe, it will be well placed to join the brown and gold family, and we look forward to bringing this partnership to life throughout the season”
This partnership signifies Revolut’s increased investment in the sports industry, which also includes partnerships across motorsport, rugby and basketball, bringing fans closer to the sports they follow.
Sydney Swans x MUFG Pension & Market Services
MUFG Pension & Market Services (a member of MUFG, a global financial group), has joined the Sydney Swans nest as a premier partner for the next three seasons.
The partnership brings together two high-performing organisations with a shared commitment to discipline, leadership, and building success that endures well beyond any
single season. It reflects a deliberate focus on long-term value, trusted relationships, and meaningful engagement within the communities they serve.
As a premier partner, MUFG Pension & Market Services will gain prominent brand presence across Swans assets, alongside access to premium experiences, professional development opportunities and curated events designed to foster connection, leadership and shared learning. As part of this, the partnership will play an important role in engaging employees, clients and partners through memorable experiences that reflect the energy and values of the club.
While high-profile sport partnerships are traditionally associated with consumer brands, MUFG Pension & Market Services views this partnership as a deliberate investment in brand leadership, recognising the importance that familiarity, trust and cultural presence play in long-term decision-making by institutional clients, especially C-level decision makers.
“Following our acquisition by MUFG, and rebrand to MUFG Pension & Market Services in May 2024, we were very deliberate in seeking the right partner that could help elevate our brand in an authentic way,” said Vivek Bhatia, CEO and managing director of MUFG Pension & Market Services.
“The Sydney Swans are a high-performing organisation defined by discipline, commitment and strong leadership. They have succeeded across different eras and circumstances, and that resonates deeply with us.
“This partnership allows us to showcase who we are alongside a club that reflects our values, while strengthening connections with the broader community we are part of. It’s a unique opportunity to align with an Australian sporting institution that embodies excellence on and off the field.”
“We are thrilled to welcome MUFG Pension & Market Services to the club ahead of the 2026 season,” expressed Matthew Pavlich, CEO of the Sydney Swans.
“MUFG aligns strongly with our club’s values and vision, and we’re looking forward to working with the team at MUFG and building a strong partnership in the years ahead.”
The partnership will be activated across the AFL and AFLW competitions, with further initiatives and experiences to be announced throughout the season.
Jack Ginnivan x Reebok
AFL star Jack Ginnivan has signed as the first Australian face of Reebok. David Thomas, CEO brand collective at Reebok AUNZ identified that his unique, high-energy, irreverent edge and spontaneity, both on and off the field, make him the perfect fit for Reebok.
As part of the sponsorship, Ginnivan will launch the Reebok Nano X5 Edge training shoe, along with apparel, in stores nationally from 16 February.
“Reebok is such an iconic brand,” Ginnivan said.
“I grew up watching legends like Shaquille O’Neal wear Reebok, so to now be their first-ever Australian face is pretty unreal and something I’m really proud of.
“Reebok has that performance side but still looks good wherever you wear it, which is right up my alley.
“I’m super pumped to be joining the Reebok family.”
His association with Reebok is a multi-year deal, and he will be involved across the brand, including the Nano training franchise, fashion lifestyle ranges such as the iconic Club C, and performance running footwear.
The announcement follows the recent Australian visit of WNBA superstar and Reebok ambassador Angel Reese, who launched her AR1 basketball range.
