It’s been an epic week of sports and sports sponsorship news. England has named their 16-man squad for the upcoming, fiery Ashes tour on Australian soil. The Brits have gone with a bowling dominant attack, spearheaded by lightning quick bowlers Jofra Archer and Mark Wood.
The frightening pair is among another four quick bowlers, who will be looking to utilise the quick Australian pitches to get on top of their oldest rivals.
The biggest shock coming out of the team announcement was the promotion of Harry Book to vice-captain, who steps in for out of form batsmen Ollie Pope. It’s a result of his spot being under pressure after a lean run of form.
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Down South and the Brisbane Lions are gearing up for their third straight AFL grand final. They will be going head-to-head with the Geelong Cats, a formidable side, riddled with superstars.
However, this grand final is bigger than just a premiership, it’s a game that decides the greatest club of the past 25 years, by the most important stat of all—flags. Both clubs go into the grand final with four premierships each—the most out of any other sides.
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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 Emirates and Australian Tennis Foundation serving up a program to nearly 550 primary school students from low socio-economic and multicultural communities in Western Sydney, Jacob’s Creek returns to the Australian Open, Under Armour and Sydney FC unveil new kits, Birds Eye steps onto the court as the official frozen food partner of the NBL and Revo Fitness backs the Perth Wildcats for the fifth consecutive year.
Australian Tennis Foundation x Emirates
Emirates, in partnership with the Australian Tennis Foundation, has served up its schools future fit program to nearly 550 primary school students from low socio-economic and multicultural communities in Western Sydney.
Held over two days (18-19 September) at the Sydney Olympic Park Tennis Centre, Ken Rosewall Arena, the free program provided a unique blend of physical activity and mental well-being support.
Students from seven schools, including Auburn West Public School and Warwick Farm Public School, participated in a comprehensive program that included:
- On-court tennis clinics led by Australian Tennis Legend and ATF Ambassador Wally Masur and qualified coaches.
- Interactive mental health workshops delivered by the LifeChanger Foundation.
- Team-building exercises designed to foster social connection and overall well-being.
- A special behind-the-scenes tour of Ken Rosewall Arena, offering a glimpse into professional tennis.
The Sydney event is a key component of the broader Emirates Force for Good program, a significant five-year, $2.25 million commitment across the five Australian cities Emirates flies to – Sydney, Melbourne, Brisbane, Adelaide, and Perth. In 2025 alone, the program will support over 3,000 disadvantaged children, offering over 10,000 opportunities to play across 60 plus schools and communities.
Aus Open x Jacob’s Creek
The Australian Open and Vinarchy has announced the return of Jacob’s Creek as the official wine partner of the tournament.
Jacob’s Creek previously partnered with the AO from 2009 to 2018. Returning in 2026, the brand will once again take its place at the heart of the Happy Slam, sharing its winemaking legacy with fans in Melbourne and beyond.
“Jacob’s Creek is synonymous with connection, celebration and the Australian way of life,” said Tennis Australia chief commercial officer Cedric Cornelis.
“We’re delighted to welcome them back to the Australian Open. Fans can look forward to raising a glass of one of Australia’s most loved wines as part of their AO experience, in what promises to be an incredible Australian Open.”
Vinarchy chief marketing officer, Sandy Mayo added, “we are proud to once again partner with the Australian Open as its official wine. This collaboration reflects our shared commitment to excellence, celebration, and bringing people together to create memorable experiences.
“We look forward to raising a glass of Jacob’s Creek with fans across the globe as we celebrate an unforgettable tournament in January 2026.”
As part of the partnership, Jacob’s Creek will debut a new wine bar in Garden Square. Blending sophistication with accessibility, it will create a welcoming space for fans to savour the tennis and enjoy a curated selection of wines, perfectly suited to summer afternoons courtside.
Beyond precinct, the partnership will come to life in stores and in venues across Australia showing up with bold presence and impactful activation for consumers to experience.
Jacob’s Creek is enjoyed in more than 50 countries globally, the brand has collected over 8,000 awards and sees more than 740,000 glasses shared daily across the world.
Sydney FC x Under Armour
Under Armour, in partnership with Sydney FC has unveiled the new men’s, women’s and youth A-League Sydney FC 2025/26 season Home and Away kits, celebrating the club’s deep roots embedded in Sydney from the heart of the city to the iconic coastline. While staying true to Sydney FC’s iconic Sky Blue tradition, the new kits draw inspiration from the city’s iconic architectural landmarks, natural surroundings and bold skyline.
The 2025/26 Home Kit features intricate design details that reflect Sydney’s distinctive cityscape blending heritage with contemporary style to create a kit that is as striking on the pitch as it is symbolic of the city itself.
The 2025/26 Away Kit celebrates Sydney’s famous ocean pools, taking cues from the distinctive colours and lane markings of the ocean pools of Sydney’s beaches. Designed to evoke the fresh, invigorating feel of the city’s coastline, the kit captures the energy of Sydney’s beachside lifestyle while offering a modern reinterpretation of the Club’s classic palette. The result is a kit that balances timeless tradition with contemporary flair, perfectly suited for players and fans both on and off the field.
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“Sydney FC stands for the very best of our city, and this season’s kit reflects that pride in every aspect,” said A-League men’s captain Rhyan Grant.
“The new 2025/26 jerseys embody the spirit of a city that is constantly evolving and inspiring, which is something our club strives for every season. Partnering with Under Armour allows us to wear gear that not only performs at the highest level but also captures the essence of this incredible club and city.”
The 2025/26 kits are engineered with Under Armour’s premium performance technology featuring lightweight, ultra-soft fabric that wicks sweat and helps regulate body temperature. The jersey’s main body fabric is made with at least 90 per cent recycled polyester, highlighting Under Armour’s commitment to sustainability.
“Our goal was to create jerseys that are not only built for high-performance but also are a true reflection of Sydney’s unique character,” said Fernando Reani, head of sales south APAC, country manager Australia.
“Designed with Under Armour’s premium performance technology, the jerseys embody our mission—to inspire athletes with innovative performance solutions they can’t live without.”
“As someone who’s worn the Sky Blue jersey for so many years, it will always hold a special place in my heart.” said former Sydney FC captain, Alex Brosque. “This new kit is a powerful reminder of Sydney FC’s deep connection to our city and our supporters. I’m incredibly proud to have voiced the campaign and to celebrate what it means to represent Sydney—both on the pitch and across our amazing city.”
Having recently announced the signing of exciting Peruvian international Piero Quispe, former Real Madrid and La Liga striker Victor Campuzano, and one of the A-League’s most exciting young talents Abel Walatee, alongside a number of other quality additions, the club is set for a promising season and plenty of unforgettable moments for Sydney FC fans to look forward to.
The Sydney FC 25/26 season kits by Under Armour are available for purchase at Under Armour website, Sydney FC’s online shop, Under Armour Macquarie Brand House and select rebel stores.
The new season kits will make their on pitch debut when Sydney FC Men’s kick off their season on Friday, October 17 2025.
NBL x OMD x Birds Eye
Simplot’s Birds Eye has stepped onto the court as the official frozen food partner of the NBL in a two-year partnership that will put the brand at the heart of the action. Just as the NBL fuels the passion of basketball fans nationwide, Birds Eye fuels Australians with quality, convenient food.
A 360-degree partnership approach managed by OMD Create will see Birds Eye integrated across multiple touchpoints including broadcast, in stadium and social channels. NBL fans will enjoy two flagship activations, including the Birds Eye Cam, a first-to-market branded broadcast asset that puts Birds Eye at the centre of the action, and Crunch Time—a weekly social and Overtime segment celebrating those edge-of-your-seat crunch time plays, served up alongside Birds Eye Golden Crunch.
Katie Saunders, senior director of marketing at Simplot, said, “at Birds Eye we’ve always believed in ‘An Eye for Good’, from delivering quality food to Australian families, to supporting local farmers and communities. We’re thrilled to bring our innovation, passion, and taste to fans this season, while celebrating moments that matter both on and off the court.”
“This partnership is about more than visibility—it’s about creating cultural impact. OMD Create worked closely with Simplot and the NBL to design assets that don’t just integrate Birds Eye into the game, but fuel the fan experience in fresh, innovative ways,” commented Emma Ray, head of OMD Create Melbourne.
“From broadcast to social, we’re proud to deliver a partnership that gives Birds Eye a distinctive voice in one of Australia’s most exciting sporting codes.”
NBL Chief Partnerships Officer Shenae Beus added, “we are delighted to welcome Birds Eye to the NBL family. Their commitment to bringing people together through fun and enjoyment mirrors the spirit of basketball. This partnership is about creating shared experiences for fans and families right across the country.”
The two-year deal marks the beginning of a long-term collaboration, with Birds Eye set to expand its role across the NBL as the league continues its rapid rise in popularity.
The partnership tips off this week with the start of the 2025/26 NBL season.
Credits:
Simplot
Katie Saunders – Senior Director Marketing APAC
Jess Romeo – Director or Marketing Communications
Roxanna Tan – Marketing Manager – Retail Potato ANZ
Eleanor Henry – Marketing Manager – Brand & Communications
OMD Create
Aaron Miller – National Head of Sport Partnerships, OMG Content
Emma Ray – Head of OMD Create Melbourne
Ayesha Kiely – Director of Content and Partnerships
Emma Hook – Partnerships Account Director
OMD
Sharon Cookson – Managing Partner
Laura Nathan – Business Director
Carly Heverin – Account Director
Jackson Morgan – Account Manager
NBL
Samantha Green – Chief Growth Officer
Steve Petrovski – Commercial Manager
Shenae Beus – Chief Partnerships Officer
Vicha Supriyanto – Partnerships Manager
Andrew Kidd – Partnerships Manager
Perth Wildcats x Revo Fitness
WA-founded Revo Fitness and Perth Wildcats are expanding their partnership, with the Australian gym backing the NBL club into its fifth year of partnership with the team.
The Perth Wildcats are the most successful club in Australian basketball history, currently possessing 10 NBL championship titles.
Under the renewed deal this season, Revo Fitness will continue as gold partner and exclusive official gym partner of the Perth Wildcats, powering high-energy on-court activations at RAC Arena – better known to fans and locals as ‘The Jungle’, where the Red Army roars the loudest. The renewed partnership also encourages fans to rev up with Revo Fitness at home games with improved signage and digital assets throughout the arena.
Recently, the Perth Wildcats made an early statement in their pre-season friendly against Japan’s Ryukyu Golden Kings, with star recruit and American import Mason Jones lighting up the court. Nailing seven three-pointers in a standout debut performance, Jones helped secure a decisive win and give Wildcats fans a thrilling preview of what is to come in the upcoming NBL26 season.
Revo Fitness founder and CEO Andrew Holder said the Wildcats are woven into the fabric of WA’s sporting DNA and Revo is proud to stand shoulder to shoulder with them.
“Just as the Wildcats push their fans to go further and reach higher, we’re driven to help every Australian unlock their full potential,” he said.
“Community is at the heart of everything we do—just like the Wildcats, we believe in building strong connections, uplifting those around us, and creating spaces where people feel empowered to thrive. As Revo Fitness continues to grow nationwide, we’re excited to carry the Wildcats’ energy with us and showcase WA’s strength and spirit on the national stage.”
Perth Wildcats chief revenue officer Sam Fotu said Revo Fitness is an active partner in the Wildcats’ pursuit of excellence.
“Revo’s commitment to innovation and growth mirrors the standards we set at the Wildcats, both on and off the court,” he said.
The partnership renewal announcement comes as Revo, which initially linked up with the Wildcats in the 2021/2022 season, undertakes its most significant expansion campaign to date in a move that will see the popular gym open 25 new locations in 2025.
Revo Fitness currently operates 34 gyms in Perth and 66 gyms across Australia, which will increase to 77 gyms by the end of 2025.
Cooper Hamilton x DoorDash & Acai Bros
Ex-AFL player for GWS Giants and current VFL player for Carlton FC, Cooper Hamilton, has risen as an unsuspecting pop-culture phenomenon due to his viral overnight oats. Thanks to his creative recipes shared via catchy social content, fans have been begging to try them, and now, for the very first time thanks to DoorDash, they can.
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In an exclusive collaboration with DoorDash and Acai Bros, Cooper’s famous creation—the indulgent Biscoff Overnight Oats—will be available to order from Wednesday September 24 for a limited time only at the following Acai Bros stores.
Acai Bro locations offering Cooper Hamilton’s viral overnight oats exclusively through DoorDash are Sandringham, Croydon, Eltham, Chirnside Park, Kenmore, Vic Point, City Beach and Shell Harbour.
This DoorDash collaboration marks the first time Cooper’s oats will be available to the public, with fans long begging Cooper to offer his overnight beyond Instagram.
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Demand is expected to be huge given Cooper’s viral status and fanbase crossover between sport, lifestyle, and foodie culture.
