Hours out from tonight’s women’s State of Origin, this week’s edition of Spotlight on Sponsors falls on a very important day in the rugby league calendar.
Tonight marks the first out of three clashes between the NSW Blues and the QLD Maroons in the women’s State of Origin series. Other than the NRLW grand final this is the biggest occasion for these players, creating a wonderful platform for them to continue growing the game.
The women’s game has grown so much in the last three-five years, which is shown through Westpac leveraging the competition to help grow its brand awareness.
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On the field the Blues will be hoping to break its Newcastle hoodoo against the Maroons when the team host the opening game of the 2026 series.
Despite being New South Wales rugby league heartland, Queensland have managed to earn wins in all two of the games played at McDonald Jones Stadium previously.
To kick off tonight’s special occasion, GIO has released its ‘Go for The Blues’ campaign—taking out the second biggest sports marketing story of the week.
The biggest story of the week still belongs to rugby league, but it is the return of Coca-Cola to the NRL. The drinks manufacturer has partnered with the NRL and NRLW for the next three years.
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 this week’s Spotlight on Sponsors we chat to Manly’s chief revenue officer, Adam Cosgrove and VoltX Energy’s COO David Sedighi on the extended partnership between the club and the brand, Dare Iced Coffee has poured themselves into the Melbourne Storm and Revolut has kicked off a new integrated creative campaign with the Hawthorn Hawks Football Club.
NSW Blues x GIO Insurance
As anticipation builds for the 2026 Ampol State of Origin series, GIO Insurance is showing its true colours, unveiling a campaign that sees the insurer ‘Go blue for the Blues’.
The new campaign is grounded in a simple fan truth around Origin: real support isn’t subtle, it’s colourful, visible and unmistakable. When it matters most, NSW fans show their true colours proudly and back their state without hesitation, obviously.
That idea springs to life in the hero TVC, which sees Blues – Dylan Edwards, Isabelle Kelly, Yasmin Meakes and Isaah Yeo – come together to change the red “I” in the GIO logo to NSW blue. It’s a simple but powerful act that mirrors how supporters show their allegiance every Origin: by making their support unmistakable.
Westpac NSW Blues coach Laurie Daley makes a cheeky cameo, reinforcing the campaign’s connection to the team, the rivalry and the pride that define Origin.
The TVC leads a broader campaign that will see GIO lean into ‘going blue’ across multiple touchpoints throughout the Origin series, deliberately making the brand’s support for the Blues hard to miss.
Executive general manager, brand and customer experience, Mim Haysom, said that GIO wanted to show up in a way that genuinely resonated with NSW Blues supporters.
“Origin is built on NSW pride and passion, and GIO has been proudly part of the state since 1927. After almost a century of backing New South Welshmen, we wanted our support to be unmistakable – not just seen, but felt,” said Haysom.
“Going blue for the Blues is about leaning into the moment and backing the team and the fans in a way that feels true to Origin.”
Timed to launch ahead of the Women’s State of Origin series, the campaign reflects a growing expectation that sponsors don’t just surround the game but actively participate in its culture and rituals.
NSW Rugby League CEO David Trodden said the campaign captured what genuine Origin support looks like.
“Origin is built on rivalry, pride and identity, and the Blues’ supporters wear that blue with enormous passion. GIO’s campaign captures that spirit perfectly,” added Trodden.
“By fully embracing the colour and the moment, GIO is showing what it means to be a valued partner – one that doesn’t sit on the sidelines, but stands shoulder-to-shoulder with our teams and our fans during Origin.”
The ‘Going blue for the Blues’ campaign was developed by Gemba as lead creative agency, with creative oversight from Leo Australia, and produced by Publicis Production and Finch.
The campaign is live now across television, paid media, social and out-of-home throughout the 2026 Origin series.
Manly Warringah Sea Eagles x VoltX Energy
Manly Warringah Sea Eagles received a major boost on the eve of its ANZAC Round clash against the Parramatta Eels, announcing a major upgrade and extension to the club’s partnership with VoltX Energy.
Following an impressive start to the year as the exclusive solar battery partner for the Sea Eagles, VoltX Energy has upgraded its commitment to premier partner status, extending the partnership for a further two years.
A key benefit of the new partnership agreement was on show for the first time on Sunday when VoltX Energy was proudly displayed on the Sea Eagles’ jerseys in the prominent top-of-back position. Granting the team good luck, VoltX was on the back of Manly’s jersey which saw the team run in comprehensive 33-18 winners at Brookvale Oval.
Manly’s chief revenue officer, Adam Cosgrove, spoke to B&T on the value of the logo position. “We had an opportunity on the back of Jersey this year that we were looking for the right partner for and this will allow them [VoltX] to be visible five to seven days a week through both broadcast and digital media channels.”
This branding has been secured through until at least the end of the 2028 season, and will extend across junior pathways jerseys as well, supporting the next generation of Sea Eagles.
As part of the partnership upgrade, VoltX Energy will have an increased presence throughout the season at 4 Pines Park, including enhanced stadium signage, match-day activations, big screen content and digital integrations.
B&T also spoke to VoltX Energy’s COO David Sedighi of the importance of the partnership for the brand.
“The value in the [Sea Eagles’] audience are a big fit. The club brings in deep history, heritage, credibility, and a really passionate member base that aligns really well with Voltex energy. The club being located in the Northern Beaches is another benefit. The Northern Beaches is a really key pocket for us as it contains homes that do typically have solar and are in need of a battery,” he said,
“It just made sense for us to partner with the Sea Eagles, and I don’t think other clubs would have given us that audience concentration and the local relevance for us.”
The extension comes as Manly’s season has drastically turned around. After losing its first three games of the season and sacking head coach Anthony Seibold, Manly’s season has done a full U-turn. Last Sunday’s win against Parramatta marked the clubs fourth straight win under new coach Kieran Foran.
The club’s resurgence has even been named “Fozball” by NRL fans as the team looks to be playing more freely under new coach “Foz”.
Questioned about whether or not the extension had anything to do with the club’s resurgence Cosgrove said, “in my experience, brands who are there to leverage an audience through sponsorship are doing so regardless of the wins and losses.
“What the winning brings is a much more positive sentiment around the team, in and around media, and certainly on our own social media channels
“Brands are there to leverage the opportunities that sit in and around either the B2B or B2C audience that sits within a club’s ecosystem, regardless of the wins and losses column.”
Melbourne Storm x Dare Iced Coffee
Melbourne Storm has welcomed Dare Iced Coffee to the club for the next two seasons.
As part of a multi-year deal, the iconic Aussie brand, owned by Bega Group, will be recognised as an official partner, reinforcing its ongoing presence within the game.
Built for moments that demand intensity and determination, Dare Iced Coffee is an Australian ready-to-drink coffee brand, made with a blend of arabica and robusta beans. A long time ‘go to’ on gamedays, Dare is now officially part of the action at AAMI Park.
Across the season, Dare will be front and centre, presenting the club’s pre and post-game interviews, as well as bringing Storm fans the “Dare Defensive Play of the Week” across Storm’s digital channels. This series shines a spotlight on standout defensive moments across the NRL season, celebrating the grit and hustle that turns games.
Melbourne Storm CEO Justin Rodski said the Storm was excited to welcome Dare Iced Coffee and Bega Group to its growing partnership network.
“Dare is an iconic Australian brand that aligns strongly with our Club’s values around performance, high energy and consistency,” Rodski said.
“We’re proud to partner with Bega Group and look forward to working together to engage our fans through innovative and entertaining digital content across the next two seasons.”
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Bega Group’s executive general manager of retail, sales, marketing and partnerships, Darryn Wallace, said the partnership was an easy match.
“Melbourne Storm set the benchmark for high performance and intensity, which aligns perfectly with what Dare stands for – delivering consistency when it matters most.
“We’re thrilled to be part of gameday at AAMI Park and to shine a spotlight on match‑defining moments through the Dare Defensive Play of the Week across the season.”
Hawthorn Football Club x Revolut
Revolut, the global financial app has unveiled a new integrated creative campaign featuring Hawthorn Football Club.
Titled ‘Smarter Money. The Hawks Way.’, the campaign draws a direct parallel between high-performance decision-making on the field and everyday financial choices off it, reinforcing Revolut’s mission to help Australians get in control of their financial lives.
The campaign builds on the recently announced partnership between Revolut and Hawthorn Football Club.
“‘Smarter Money. The Hawks Way.’ is about showing Australians that getting ahead isn’t about one big moment – it’s about making smarter decisions every day. Hawthorn Football Club embodies that mindset on the field, and this campaign brings it to life in a way that feels real, relatable and distinctly Australian,” said head of growth at Revolut Australia, Charlie Short.
“By putting our product into familiar, high-performance environments, with players being themselves, we’re able to demonstrate how Revolut fits seamlessly into everyday life: helping people stay in control, move faster and make better financial choices.”
Spanning five digital films, the campaign features four Hawthorn players highlighting key Revolut products: card personalisation, security, foreign exchange, RevPoints rewards and personal loans.
Visually, the campaign stands out through a refined, premium aesthetic. Shot directly on the Hawthorn training pitch, the execution isolates the players against a stark black backdrop. The high contrast with the club’s iconic brown and gold kit, combined with controlled lighting and minimal camera movement, creates a clean aesthetic that forces focus onto the players’ presence and the script.
Created for an everyday Australian audience, the campaign leans heavily into a relaxed, self-aware tone. Authentic AFL lingo is woven seamlessly into familiar financial moments.
By playing on the athletes’ real personalities and on-field roles, the humour remains subtle and character-driven. Each ad follows a disciplined, repeatable structure: an authoritative voiceover delivers the product message, while the players bring a confident, casual, and slightly cheeky personality to the execution.
Each execution demonstrates how small, smart decisions can help Australians move ahead financially.
Visually, the campaign elevates a minimalist approach through refined craft: shot on the Hawthorn training pitch with a consistent black backdrop; strong contrast with the club’s iconic brown and gold kit; and controlled lighting and minimal camera movement for a clean, modern aesthetic.
Each frame isolates the players, keeping focus on performance, presence and seamless product integration, where product moments feel natural.
The partnership is a component to Revolut’s sports strategy that goes beyond traditional sponsorships focused purely on logos and visibility. Instead, the brand is focused on building meaningful partnerships that create genuine fan engagement, integrate Revolut’s products and technology into the sporting experience, and deliver real value to supporters both on and off the field.
