The sporting landscape never sleeps, especially when it comes to partnerships and brands tapping into viral moments. This week the biggest story goes to 4 Pines Brewing and KFC who have tapped into the viral movement coming out of the Manly Warringah Sea Eagles “Foz Ball”.
When Kieran Foran took over as head coach, Manly were down at the bottom of the NRL ladder after losing its opening three matches. Fast forward to the now and “Foz” has taken the club to fifth position on the ladder, winning seven out of the fast nine games. His free, fast-flowing style of rugby league has been labelled by Manly fans, NRL media and general pundits as “Foz Ball”.
His fantastic start to to his coaching career has seen the club upgrade his contract from interim coach to the position of head coach on a three-year deal.
To celebrate the appointment of “Foz” as head coach, 4 Pines has given 4 Pines Park a one-round makeover, renaming it “Foz Pines Park” for Thursday night’s clash against the South Sydney Rabbitohs. This sponsorship asset turned cultural moment was helped curated by recently appointed creative agency partner Hello.
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The brewing company wasn’t the only brand to pour themselves into the viral moment. KFC has also jumped on the trend, changing the iconic logo at Manly Vale KFC to Kieran Foran appearing as Kernel Sanders.
On the field, the FIFA World Cup kicks off next week with one of the three host nations Mexico going head-to-head with South Africa. The Soceroos will begin its campaign against Turkiye on the Sunday 14 June. The Australian broadcast partner of the competition SBS unveiled a World Cup campaign this morning.
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 this weeks agenda we tackle M.J Bale extending its partnership with the Socceroos, Australian football legend Tim Cahill partnering with sports technology platform Nardo, VB flying lucky winners ‘Thirst Class’ to game two of State of Origin, Kleenheat extending its partnership with AFL club Fremantle to also be apart of the AFLW team and Ingenia Holiday Parks and the North Queensland Cowboys are launching the inaugural Cowboys Muster Weekend.
Football Australia x M.J. Bale
M.J. Bale has extended its partnership, continuing as the official tailor of the Socceroos.
As the team prepares to represent Australia on the world stage in North America, the renewed partnership will see M.J. Bale play a central role in presenting the team with a premium, unified and distinctly Australian look across travel, matchdays and official appearances.
Building on a strong history that includes outfitting the Socceroos for major campaigns in 2014 and 2022, M.J. Bale will once again provide tailored formalwear for the playing squad, coaching staff and support team, ensuring the team reflects professionalism, pride and identity at every touchpoint of its 2026 campaign.
The partnership will also be brought to life through integrated content across Football Australia and M.J. Bale channels, showcasing the craftsmanship behind the tailored look worn by the Australian soccer team on the global stage and the shared Australian identity underpinning the partnership.
“M.J. Bale has been part of the CommBank Socceroos’ journey for many years and understands the importance of how our national team presents itself to the world,” said Football Australia chief executive officer, Martin Kugeler.
“This is important ahead of the FIFA World Cup 2026™, a tournament that represents a significant moment for the team and Football Australia and we are proud to have them join us once again on this journey.
“M.J. Bale’s commitment to quality, craftsmanship and Australian identity ensures our players and staff will carry themselves with confidence and distinction when representing Australia.
“Our partnership with the menswear company demonstrates our on-going strategy to aligning with premium Australian brands which is even more important as our national team prepares for one of the world’s biggest sporting stages.”
“We’re incredibly excited to be the Official Tailor of the CommBank Socceroos,” added M.J. Bale founder and CEO Matt Jensen.
“We take enormous pleasure in dressing them for the world stage. They’ll wear our Churchill suit, made from 100 per cent Australian Merino wool – the finest natural fibre this country produces.
“To represent your country is the pinnacle, and we are honoured to play a role in helping the team present a unified, modern and distinctly Australian look throughout their journey. This partnership is a continuation of a relationship we are incredibly proud of, and we look forward to seeing the Socceroos represent Australia with pride.”
Tim Cahill x Nardo
Sticking on the football theme, former Socceroo and Australian football icon Tim Cahill has joined Australian sports technology platform Nardo as an investor and strategic partner, as the
company secures a $1 million pre-seed raise to accelerate expansion across the United States, United Kingdom and Middle East.
The investment marks a significant milestone for Nardo, a digital platform modernising how grassroots and semi-professional sports clubs design, manage and order teamwear through a streamlined end-to-end system. Built to replace fragmented, manual and outdated ordering processes, Nardo positions itself as the digital infrastructure layer behind grassroots sport, connecting clubs directly into a global manufacturing network and enabling fully custom teamwear at scale.
For Cahill, the decision to invest reflects a strong alignment with the role grassroots sport plays in the global game.
“Grassroots football is where everything starts, it’s the heartbeat of the game globally,” Cahill said. “But for too long, local clubs have been stuck with outdated systems just to get players on the pitch. What Nardo is building gives clubs access to better tools, stronger identity and a far more professional experience.
“What impressed me is that this isn’t just an apparel business, it’s technology solving a real operational problem for clubs. The opportunity globally is massive and I believe Nardo is building something that can genuinely change how grassroots sport operates.”
Cahill added, “It’s a really exciting time to be launching, with all eyes on the World Cup and the Socceroos. I can’t wait to see how the tournament unfolds and join the rest of Australia in cheering them on. At the same time, football starts for all of us down at the local park, and that is where Nardo is going to make a real difference.”
Founded by Beau Catley, co-founder of streetwear label Geedup, Nardo began after a chance request from a local sports club exposed major inefficiencies within traditional teamwear supply chains. What followed was a complete rethink of how grassroots clubs source, customise and manage teamwear.
Over time, Catley worked directly with grassroots and semi-professional clubs across football and rugby league to map the full end-to-end process, from design and sampling through to production and delivery, before partnering with co-founders Rhys Adams and Adam Famularo to scale the concept into a global technology business.
“The issue was never just the product, it was the entire operating model,” Catley said. “Clubs were navigating fragmented suppliers, unclear pricing and manual processes that created friction at every stage. We built Nardo to simplify the entire experience and give clubs one connected system from design through to delivery.”
Nardo Experience, the company’s core platform, enables clubs to: generate fully custom apparel ranges; build digital lookbooks and order collections; access live pricing and quoting; manage approvals and sampling workflows; and rack production and delivery in real time.
State of Origin x VB
To celebrate VB’s new VB 3.5% Mid Strength beer, TGI Wildcard in partnership with Asahi Beverages have launched VB Thirst Class, the ultimate match day experience for State of Origin fans.
After New South Wales’ thrilling come from behind victory in game one, this could not have come at a better time for fans, with excitement at an all-time high.
As an official partner of NRL’s State of Origin, VB wanted to give League fans the chance to enjoy a mid-week experience whilst still allowing them to get to work the next day. With the classic VB character, VB Mid is made for when the day is done but the job isn’t.
Together, Asahi Beverages and TGI Wildcard have created VB Thirst Class, providing a solution for fans to go from knock off to kick off, with a VIP experience aboard a private jet to SOO game two.
Unveiled last week at Bankstown Airport, the striking VB private jet will take two lucky League fans from Brisbane and Sydney to Melbourne, flying them and a mate each Thirst Class. Winners of the competition will depart straight after work on Wednesday, arriving at the MCG in time for the action on 17 June with VB Mid poured on board. Guests will fly home and return to work before clock-on the next day, having experienced the most incredible State of Origin mid-week trip to brag about to their work mates.
State of Origin legends Matt Cooper (NSW) and Brent Tate (QLD) have also been engaged for the campaign to join the adventure on board, making the journey as much a part of the experience as the game itself.
With seven SOO series wins between them, Matt and Brent represent how fans of both teams can enjoy mid-week Rugby League during the 2026 season thanks to VB Mid.
“VB drinkers work hard, day-in, day-out, and with the launch of VB Mid Strength, we’re recognising that even when the day’s done, sometimes the job isn’t,” said VB senior brand manager Genevieve Greene.
“We know fans want to get to big moments like State of Origin, but still have to front up to work the next day. That’s what inspired the VB private jet experience – flying winners and a mate each to Melbourne for Game Two for an unforgettable experience, all whilst being back home in time for clock on the next day. It’s a simple truth, brought to life in an unmistakably VB way.”
“Ideas like this don’t happen without the right partners behind them. The continued support of Asahi Beverages has allowed TGI Wildcard to bring something genuinely different to life, and that’s a credit to everyone involved,” added TGI Wildcard group account director of partnerships and experiences Zac Thongvilu.
“Mid-week Origin has always been the biggest headache for the die-hards who can’t get to Melbourne, and VB Thirst Class solves it in the best way possible – a private jet, a legend in the seat next to you, and back before work the next day. For the lucky winners onboard, it’ll be a night they’re still talking about long after the final whistle.”
Fremantle Dockers x Kleenheat
The Fremantle Football Club has expanded its partnership with Kleenheat, with the WA-based energy retailer extending its support to the club’s women’s program (AFLW).
The move builds on a strong first year of collaboration and reflects a shared commitment to supporting the growth of women’s sport in Western Australia.
As part of the expanded partnership, Kleenheat customers will have access to a range of AFLW-related benefits across the season, including competitions, ticket offers and exclusive experiences.
Fremantle Football Club CEO Simon Garlick said the extension strengthens the club’s whole-of-club approach.
“We are extremely pleased to see Kleenheat extend its support across our AFLW program after a highly successful first year working together,” Garlick said.
“This is another critical partnership grounded in WA, two distinctly WA Brands focused on working together to create meaningful benefits for our members, fans and the broader community.”
Kleenheat head of natural gas and electricity Rick Newnham said the expansion was a natural next step for the energy retailer.
“We’ve seen strong engagement through our first year with Fremantle and are proud to extend that support to the AFLW program,” Newnham said.
“It allows us to continue delivering practical value for our customers, while backing the continued growth of women’s football in WA.”
The extended agreement covers both Fremantle’s AFL and AFLW teams through to the end of the 2027 AFL season, providing a consistent, year-round presence for Kleenheat across the club.
North Queensland Cowboys x Ingenia Holiday Parks
Following the launch of their multi-year partnership earlier this season, Ingenia Holiday Parks and the North Queensland Cowboys are bringing fans closer to the action with the inaugural Cowboys Muster Weekend, now officially locked into the NRL calendar.
This October, fans are invited to BIG4 Ingenia Holidays Cairns Coconut for the ultimate post-season getaway, featuring current Cowboys players, exclusive experiences, and appearances from club legends Gavin Cooper and Michael Morgan.
It’s set to be an unforgettable weekend, with Ingenia Holidays hosting the team and park guests for a welcome BBQ on Friday 16 October, where fans can chat with Cowboys legends over a burger and a beer (for those over 18!).
The excitement continues on Saturday 17 October, as the next generation of Cowboys are invited to show off their skills in a series of football clinics run by the team, before cooling down at the pool-party of the season.
Cowboys royalty Michael Morgan can’t wait to head north and catch-up with the blue-and-grey faithful.
“Growing up in Townsville, I have so many happy memories of summer days in Cairns, passing the footy around with my brothers,” said Morgan. “It feels like a full-circle moment to now be coming back and doing the exact same thing with my wife, kids, and our extended family of Cowboys fans. It’s definitely going to be one for the books, especially staying at the tropical paradise of BIG4 Ingenia Holidays Cairns Coconut!”
Off the field, the competitive spirit is set to continue with a hole-in-one mini golf challenge, a basketball free throw contest and a footy themed trivia night where the ultimate league fan will be crowned. Young thrill seekers can also take on the recently renovated splash park with four epic waterslides, one massive splash bucket and splash zone, and eight sprinkle play zones.
“We can’t wait to welcome the Cowboys to BIG4 Ingenia Holidays Cairns Coconut this October! Cowboys supporters are some of the most passionate, proud fans in the league, so it’s set to be a huge weekend. While we’ll be celebrating the end of our first footy season together, this Muster Weekend is really just the beginning of what’s going to be a fantastic journey with the club,” said Matthew Young, executive general manager of tourism, Ingenia Holiday Parks.
