We are not even a week into Autumn and Australia’s sporting slate is already jam packed. From the Formula 1 beginning its 2026 season here on Aussie soil in Melbourne to the NRL kicking off its competition in Vegas over the weekend, fans are and will be highly entertained for the next six months.
Last Sunday marked the beginning of the NRL season and for the third consecutive year the competition launched itself in Las Vegas. In a bid to take the national sport global, the NRL has been trying to break into the American market by taking four teams over each year to showcase the spectacle that is Rugby League.
This year Allegiant Stadium held a record 45,719 fans as Leeds, Newcastle and Canterbury secured victories. Most of these fans either travelled from Australia or the UK, so the verdict is still out on whether the global expansion is really working.
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However, what can’t be denied is that the beginning of the season in Vegas creates a lot of hype in Australia. For example, the matches were watched by 2.1 million viewers, an increase of seven per cent on last year’s event.
One of the world’s greatest motorsport competitions is currently in Melbourne preparing for its opening race. And as a result brands have been piling in to the F1 and its respected teams.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
Taking a deeper dive into the corporate suites of Albert Park, Red Bull Racing and Oracle have extended their partnership, Belvedere Vodka has created a signature F1 bottle to celebrate it’s second year with the F1 and in the Supercars Boost Mobile has become the presenting partner of the competition’s Technical Team. And in light of the NRL kicking off over the weekend in Vegas, the South Sydney Rabbitohs has added City Fertility to its sponsorship roster and Brick Lane Brewing has teamed up with the Melbourne Storm.
Red Bull Racing x Oracle
Oracle and Oracle Red Bull Racing has inked a multi-year extension and expansion of their title partnership as the team prepares for the most significant regulation shift in modern F1 history. This renewal builds on the most integrated team technology partnership in F1, with Oracle technology powering the team’s success and helping deliver a competitive advantage under pressure.
The extended partnership builds on the Red Bull Racing’s legacy, with Oracle Cloud Infrastructure (OCI) and Oracle AI underpinning the 2026 debut of Red Bull Ford Powertrains’ next-generation hybrid power unit, advanced race-strategy simulations, and a pioneering AI-powered strategy agent. Oracle Red Bull Racing will also use Oracle Fusion Cloud Applications for finance, HR, and marketing to increase productivity, reduce costs, and enhance the employee and fan experience.
“Since Oracle became the Team’s title partner in 2022, the Team has delivered three Drivers’ World Championships, two Constructors’ World Championships, and broken many records. Our partnership with Oracle has been hugely successful, and we are delighted that we will continue together into this new era for F1,” Laurent Mekies, CEO and team principal.
“We rely on Oracle’s invaluable expertise to help us understand and optimise countless variables with greater precision and speed than the competition. With Oracle Cloud and Oracle AI, we can adapt quickly, make smarter decisions, and sustain the level of performance required to win Championships, and we look forward to continued success in this multi-year partnership.”
“Oracle Red Bull Racing relies on Oracle Cloud and Oracle AI to achieve the highest levels of performance and solve some of the most complex, time-critical challenges in the world. The same technologies the Team uses to model strategy, refine its hybrid power unit, and deploy the latest AI innovations trackside are the ones powering transformation for companies across every industry,” added Clay Magouyrk, CEO of Oracle.
“Whether on the track or in the enterprise, Oracle Cloud and Oracle AI deliver the speed and intelligence needed to win.”
The 2026 regulations fundamentally reshape how teams generate power, manage energy, and extract performance. Oracle Red Bull Racing will continue to rely on OCI, Oracle Fusion Cloud Applications, and Oracle AI to maintain its competitive edge through four key initiatives: AI-powered strategy agent; next-generation hybrid power unit; advanced race simulations; and operational excellence.
Formula 1 x Belvedere
Belvedere the official vodka partner of the F1 has poured itself into the global motorsport paddock for the second consecutive year with a limited edition F1 bottle.
Designed as a tribute to the electrifying world that is Formula 1, the Belvedere Organic Vodka F1 Edition Bottle reinterprets Belvedere’s distinctive codes while paying homage to the speed, technical mastery, and competitive spirit of F1.
Drawing inspiration from the legendary circuits featured across the F1 season, the bottle’s design showcases a creative dimensional track silhouette that wraps seamlessly around the bottle, evoking movement and velocity. A vibrant touch of the signature F1 red pays tribute to the sport, while subtle references to the iconic checkered flag complete the artwork with a powerful symbol of victory.
“Belvedere has always been driven by a desire to challenge conventions and elevate expectations within the world of luxury spirits,” said Francois-Xavier Desplancke, president and CEO of Belvedere Vodka.
“Guided by this vision, the Belvedere Organic Vodka F1 Edition Bottle marks another defining chapter in our global partnership with Formula 1, uniting performance, innovation, and savoir-faire.
Reimagining our iconic flagship, this special-edition design expresses our commitment to excellence at every level, from the quality of our ingredients to the artistic vision behind its presentation. Its striking and contemporary visual identity reinforces the House’s timeless prestige while paying tribute to the sport. This edition embodies the shared ambition of Belvedere and Formula 1 to continually set new benchmarks and create exceptional moments that resonate far beyond the track.”
Further elevating Belvedere’s presence at the Aussie Grand Prix, the brand will introduce Dirty Brew to Australia for the very first time.
Belvedere Dirty Brew is a fusion of Belvedere Vodka and robusta coffee—created for the next generation of coffee-inspired spirit drinkers.
Dirty Brew will be exclusively served at the American Express Lounge on-track through product tastings and an invite-only experience titled Club Dirty Brew from Friday to Sunday of the Grand Prix weekend. Guests will experience Dirty Brew neat, as well as in its signature “Dirty Affogato” serve – offering the first opportunity for Australian consumers to taste Belvedere’s newest innovation in an exclusive, immersive Formula 1 setting.
Continuing the energy on track, Belvedere will be available at the most exclusive hospitality suites within the Melbourne Podium Club and The Lounge featuring the Slipstream and Apex Bloom with Belvedere Organic Vodka.
Supercars x Boost Mobile
Boost Mobile has revved up its long‑standing partnership with the Repco Supercars Championship, with a new multi‑year agreement that will see Boost Mobile continue as the category’s official telecommunications partner through to the end of 2028.
The expanded deal builds on a relationship dating back to 2021 and marks a major evolution in Boost Mobile’s role within the sport. Moving beyond traditional branding, the refreshed partnership deepens Boost Mobile’s involvement as a connectivity and technology partner, helping to power Supercars operations, teams, broadcast, and communications, complementing its established brand presence across the championship.
Boost Mobile CEO Bobby Geldens said the multi-year deal reflects the company’s commitment to innovation and to supporting elite Australian motorsport.
“We’re excited to be going bigger and better than ever with Supercars,” Geldens said.
“This partnership has always been about more than brand signage at events—it’s about connection, innovation and enhancing the fan experience for a sport that thrives on speed, reliability and performance.
“By deepening our role as Supercars’ connectivity and motorsport tech partner, we’re helping power the championship with leading connectivity to bring fans closer to the action. We can’t wait to see what the next three years deliver.”
Several of the Boost Mobile highest‑profile assets will continue under the renewed agreement, including the Boost Mobile Qualifying, Pole Award and naming rights of the Boost Mobile Gold Coast 500, the opening round of the Supercars Finals.
The partnership will also introduce new and enhanced features, including the debut of Boost Mobile Race Radio, a new branded communications asset, supporting Supercars’ ongoing efforts to modernise its broadcast offering and enhance the way fans experience the sport across live and digital platforms.
Boost Mobile will additionally become a presenting partner of the Supercars Motorsport Technical Team, powering key technical and operational functions across the championship. The collaboration reinforces the importance of reliable communications and infrastructure in modern motorsport, while preserving the identity and expertise of the Supercars technical group at the heart of race operations.
Supercars chief revenue officer Jamie Black said the agreement reflects the strength and longevity of the partnership.
“We’re thrilled to extend our partnership with a loyal and exciting brand in Boost Mobile,” Black said.
“Their commitment to innovation and their passion for motorsport makes them an ideal long‑term partner. With the expansion of Boost Mobile’s technical role and the continuation of iconic assets like the Boost Mobile Pole Award and Gold Coast 500, the partnership is stronger than ever.”
The Repco Supercars Championship now heads to Albert Park, with the Melbourne SuperSprint set to take place from March 5–8 as part of the Formula 1 Australian Grand Prix weekend.
South Sydney Rabbitohs x City Fertility
The South Sydney Rabbitohs are already kicking goals as it looks to kick off its 2026 NRL campaign, adding City Fertility to its sponsorship roster as the club’s official fertility partner.
City Fertility is excited to have the opportunity to use the Rabbitohs’ NRL club platform to build awareness around men’s reproductive health and the role men play in conception.
The partnership leans into the message ‘it takes balls to be part of the conversation’ and is about tackling male fertility awareness on a national level.
City Fertility will leverage the Rabbitohs’ community influence to help normalise fertility discussions, encourage early testing, and support families on their path to parenthood.
Sperm donation also forms part of the partnership’s educational focus, highlighting how men can help others build their families by donating sperm and contributing to Australia’s donor pool.
The Rabbitohs and the team at City Fertility have the same goals: To break down stigmas, empower individuals with fertility knowledge, and ensure more Aussie NRL fans feel supported in taking proactive steps towards their future.
“It goes a long way to recognising the powerful role sport can play in driving positive social conversations beyond the field”, said Rabbitohs CEO Blake Solly.
“We’re proud to partner with City Fertility and support the important work they do in helping individuals and families navigate their fertility journey.
“The Rabbitohs have always believed in using our platform to make a meaningful difference in the community, and this partnership allows us to help normalise conversations around fertility health, particularly for men, in a positive and accessible way.
“We look forward to working together to create meaningful impact through this partnership.”
City Fertility CEO Adnan Catakovic said the move was a game-changer for the sport, the club, its fans, and Australians as a whole.
“We know that approximately one in six couples will have problems getting pregnant, and many may not know that male infertility is a contributing factor in about 50 per cent of those,” Catakovic said.
“City Fertility is thrilled to team up with the mighty South Sydney Rabbitohs’ to help educate men on their fertility health and help the broader community understand that reproductive health isn’t just a female issue … after all, it takes balls to be a part of the conversation.”
Melbourne Storm x Brick Lane Brewing
Melbourne Storm has got its after game beers sorted, after it has recruited the best 18th man in Rugby League—Brick Lane Brewing.
Founded in Melbourne, Brick Lane Brewing is an Australian brewery that focused on quality, innovation and sustainability. Since its inception, Brick Lane have won 190 global medals, including World’s Best Porter at the World Beer Awards in 2021. Operating from its Dandenong facility, the brewery produces a diverse range of beers designed to suit all taste profiles.
To mark the launch of the partnership, Brick Lane Brewing has unveiled Storm Lager, a new co-branded beer that will be available throughout the 2026 season.
Storm Lager is a 4.4 per cent zero-carb Japanese-style lager, brewed locally in South Dandenong.
Storm Lager has been available for purchase via Brick Lane Brewing’s digital channels since Thursday 26 February 2026, giving Storm members and fans a new way to celebrate game days and the season ahead. The product is also available to purchase at Brick Lane Market in the Queen Victoria Market.
Melbourne Storm CEO Justin Rodski welcomed the partnership and the launch of Storm Lager.
“We’re excited to welcome Brick Lane Brewing to our Melbourne Storm family and to launch Storm Lager as part of this new partnership,” Rodski said.
“Brick Lane is a proud Melbourne brand with a strong focus on quality and innovation, which aligns closely with our values as a Club. This partnership strengthens our commercial portfolio and provides our fans with a new and engaging way to connect with the Club throughout the 2026 season.”
Brick Lane Brewing CEO, Bill Webb added, “We are incredibly proud to partner with the Melbourne Storm, one of Australia’s most respected and consistently high-performing sporting organisations.
“As a Melbourne-born brewery, this partnership feels both natural and deeply meaningful for our team at Brick Lane Brewing. Storm supporters are passionate, loyal and demanding of excellence, and that’s exactly how we approach our brewing.
“With Storm Lager, we’re presenting a product that reflects that shared standard: crisp, modern and crafted for big moments. We look forward to seeing Storm members and fans enjoy this fantastic local beer as they back their team throughout the 2026 season.”
