This week has been reasonably quiet on the sporting front thanks to the Brits playing an outlandish, untraditional style of cricket that doesn’t last five days. But the same can’t be said on the sponsorship side.
The second Test of The Ashes was comprehensively wrapped up by the Aussies in four days thanks to a Michael Neser five wicket haul and a short and powerful cameo with the bat by fill-in captain Steve Smith. In the end, Australia emblazoned with the big red Westpac logo won its second Test of the series by a convincing eight wickets and a whole day still to play.
Things don’t get any easier for the English Cricket Team who will be without fast bowler Mark Wood for the rest of the tour, which will take a significant hit to the bowling stock of the visitors. If that wasn’t bad enough, the Aussies have welcomed back captain, Pat Cummins for the third Test and the remainder of the series. Not only is he a world class bowler but he also lengthens the batting line up significantly.
The F1 crossed the finish line this week with McLaren driver Lando Norris etching his name into the F1 history books after claiming his maiden World Championship at the Abu Dhabi Grand Prix. Aussie teammate Oscar Piastri beat Norris in the final race, but the points accumulated from finishing second weren’t enough to topple the British driver in the overall standings.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
Unlike the Ashes, the off-field news has been extremely busy this week following the announcement from online gambling company, MyPrize revealing James Harden as its newest brand ambassador with the first ever fully AI-generated commercial with an athlete, Gold Coast Titans and Village Roadshow renewed their partnership for a further two seasons, TAB teed up a deal with Golf Australia, Dr. Scholl’s announced Lleyton Hewitt as its newest tennis team captain and brand ambassador and Ferrari and S.Pellegrino teamed up to keep races refreshed and fans entertained.
James Harden x MyPrize
MyPrize has rolled out its biggest creator partnership yet as it builds a new way for players and creators to connect on the online gambling platform.
To announce its most important sponsorship to date, MyPrize has rolled out the first ever fully AI-generated spot with an A-list celebrity, featuring NBA superstar and one time MVP (most valuable player) James Harden. The Los Angeles Clippers’ basketball player even called it the best commercial he’s ever been in, despite never stepping foot on set.
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MyPrize is a social casino where users can stream, play, and join live multiplayer rooms. As the first premier creator, Harden will debut exclusive games, host livestreams, and open rooms where fans can play with him directly.
As he put it, “I can hop on, stream, talk, and play with people in real time.”
According to the gambling platform, its goal is to redefine social gaming by making real-time creator interaction the core of the experience.
Gold Coast Titans x Village Roadshow Theme Parks
Two iconic Gold Coast brands will remain forged in partnership for a further two years with Village Roadshow Theme Parks (VRTP) extending its commitment to the Titans until the end of the 2027 season.
A premier partner since 2020, VRTP has played a significant role in enhancing the club’s connection with its members, fans and the wider Gold Coast community through its iconic theme parks—including Warner Bros. Movie World, Sea World, Wet‘n’Wild and Paradise Country.
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The extension reaffirms the shared commitment of both organisations to delivering unforgettable experiences on and off the field.
As the official host of the Titans’ iconic Superhero Round, VRTP continues to bring this fan-favourite event to life each season, helping transform Cbus Super Stadium into a celebration of heroes that has become a highlight on the calendar.
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Beyond game day, the partnership sees the two organisations collaborate on several other major annual events including full team signing sessions and the club’s Member Christmas Party, providing unforgettable opportunities for fans to meet their heroes.
Titans members also continue to enjoy exclusive benefits which will continue as part of the renewed partnership, with exclusive pricing on theme park tickets available throughout the year.
Gold Coast Titans CEO Steve Mitchell said the club is very excited and as equally proud to be extending its relationship with one of the region’s most iconic entertainment brands.
“Village Roadshow Theme Parks have been long-term premier partners of the club, and we’re delighted that this relationship now extends through to the 2027 season,” he said.
“They help us create memorable experiences for our members and fans—whether it’s Superhero Round, full team appearances or our Christmas celebrations—they share our commitment to making the Gold Coast a vibrant and connected community.
“We look forward to achieving even more together with our renewed partnership.”
Village Roadshow Group CEO Clark Kirby echoed the Theme Parks are proud to extend its partnership with the Titans for a further two seasons.
“We have had a strong and long partnership with the Titans; and with our shared values, ambitions, and home here on the Gold Coast, we are delighted to continue this incredible partnership for a further two years,” he said.
“This partnership reinforces the Gold Coast as a home to businesses making significant impacts in their respective fields nationally and internationally, and we are proud to call the Titans our partners in delivering world-class experiences that will be a continued source of pride for our city, and an attraction for visitors from around the world.”
Titans members and fans will also continue to see the VRTP logo on the top back of both NRL and NRLW jerseys.
Golf Australia x TAB
Tabcorp (TAB) has become an official partner across some of the country’s most prestigious golf tournaments, inking a deal with Golf Australia.
TAB has begun holding the official partner status for the flagship events on the Australian golfing calendar, following the Crown Australian Open, through to the Vic Open the women’s Australian Open in March.
TAB’s fan-first TAB Clubhouse has already been a major success at the recently completed Crown Australian Open at the Royal Melbourne Golf Club.
Located beside the 16th hole, the TAB Clubhouse is the ultimate fan destination, featuring an interactive golf simulator, full-service bar, lounge and picnic areas and live screens to ensure fans never miss a moment of the tournament action.
Fans with general admission tickets can also visit the TAB Betting Van at the 19th Hole Fan Village, while TAB’s strong digital presence will keep golf fans engaged throughout the tournament, future flagship events and beyond.
Chief commercial officer of the PGA of Australia and Golf Australia, Michael McDonald enthused, “we are delighted to welcome TAB into the Golf Australia family. Their scale, energy, and ambition align with where we are taking our tournaments, and together we will bring even more excitement to fans on site and at home.
“The Crown Australian Open opened with real momentum yesterday, and we’re expecting significant crowds across the weekend. Our partnership with TAB helps us elevate the experience on and off the course and create moments fans will remember.”
“We love partnering with major events and Golf Australia’s summer has gone to a new level this year,” added TAB head of sponsorships, Kate Waugh.
“We’re looking forward to activating at golf’s biggest events. The TAB Clubhouse creates the ultimate experience for our customers to watch the golf and promote the summer season of golf to a broader audience.”
Lleyton Hewitt x Dr. Scholl’s
Lleyton Hewitt, 2025 Sport Australia Hall of Fame Inductee and former World No. one, has been announced as captain of the newly formed Dr. Scholl’s Squad—a collective of Australian tennis talent assembled to shine a spotlight on the importance of foot health, science and movement in sport.
Joining him as vice-captain is three-time Grand Slam winner and Olympic medallist Matt Ebden.
The star-studded Squad also features rising Australian players Aleks Vukic, and Newcombe Medal 2025 nominees: Adam Walton and Kimberly Birrell, as well as sports podiatrist Emma Poynton.
Tennis and foot health goes hand-in-hand. A single tennis match can demand extraordinary physical output—often 3,000–5,000 steps per set and cover up to 5 kilometres—meaning players can clock a day’s worth of steps before the first set is even complete. Yet despite the strain placed on the lower body, foot health and movement rarely receives the attention it deserves.
For more than 100 years, Dr. Scholl’s has specialised in the science of pressure in feet like no one else—bringing science you can feel to athletes and everyday movers alike. New research from Dr. Scholl’s reveals nearly 46 per cent of the population experience muscle fatigue from the feet through the legs daily, influenced by factors such as activity type, muscle strength, surfaces and footwear.
This reinforces the brand’s long-held belief: the more we move, the better we feel, and the more we get out of life.
Australians love tennis and while we celebrate athleticism, endurance and agility, our feet remain the unsung heroes of every serve, sprint and rally. The Dr. Scholl’s Squad aims to shift the national focus by sharing insights, education and expertise to help Australians move better, play harder and protect the foundation of their health.
“Foot care is and has always been vital for me. Movement was a major part of my game and I needed my feet in top shape to maintain the speed and intensity I was known for,” said Hewitt.
“The game has evolved a lot over the course of my career, so keeping my feet strong and healthy has always been of extreme importance to be able to adapt to the game’s rising speed and intensity,” added Ebden.
“Athletes’ feet are foundational to explosive movement, endurance and injury prevention. Effective pressure support under the foot, along with the right cushioning and shock absorption can make a measurable difference to performance,” commented Poynton.
“In tennis, footwork is trained as intensely as stroke technique, and proper foot alignment enhances balance and agility during fast directional changes or sudden accelerations.
“A well-designed insole such as Dr. Scholl’s 24-Hour Energy insole can reduce overall foot pressure and restore movement by evenly distributing it across the foot. This is achieved through enhanced arch support, precise contouring and targeted cushioning and shock absorption.”
The Dr. Scholl’s Squad will engage fans, athletes and grassroots players throughout the summer of tennis season, starting the foot health conversation and helping Australians recognise the vital role foot support plays in performance and daily movement.
Credits:
Dr. Scholl’s
W Sports & Media
M & Co Communications
Ferrari x S.Pellegrino
S.Pellegrino, the sparkling mineral water brand, has inked a long-term global partnership with Ferrari, underscoring a joint interest in promoting common values: Italian heritage and culture, craft, and the drive to excellence.
Under the agreement, S.Pellegrino will collaborate with Scuderia Ferrari HP, the Formula 1 racing team, and Ferrari Challenge Trofeo Pirelli, the single-makes motorsport championship created in 1993.
This partnership brings together two Italian brands, uniting their rich heritage, craftsmanship, and commitment to performance. The collaboration aims to inspire consumers to “Bring their Best”.
“S.Pellegrino and Ferrari are deeply rooted in a rich Italian tradition. This alliance leverages their iconic status and cultural relevance to drive global growth, strengthen S.Pellegrino’s position as a premium lifestyle brand, and increase engagement with younger audiences through authentic and innovative brand experiences,” explained Nestlé Waters & Premium Beverages CEO, Muriel Lienau.
For over 125 years, S.Pellegrino has celebrated the art of tasteful living, shaping authentic Italian values into experiences admired around the world. This partnership builds on that common heritage.
The partnership will deliver unique, co-branded consumer-facing activations that celebrate and blend Italian heritage with modern, premium lifestyle experiences, from exclusive product collaborations with Ferrari’s world-renowned design centre to immersive and digital-first experiences.
S.Pellegrino will also host a series of global events over the next years, bringing together culinary pioneers, visionary designers, cultural tastemakers and Formula 1 personalities. These in-person gatherings will embody S.Pellegrino’s ambition to inspire an appetite for life in younger consumers by encouraging shared connections, creativity and nourishing experiences.
“This partnership is a natural evolution of our ongoing ambition to elevate the consumer experience, rooted in our common belief that life is richer when lived with depth and meaning. Both brands share a passion for creating moments that matter—moments defined by quality, beauty, and connection – and this partnership invites consumers to embrace the best of what life has to offer. We have united the best of Italy so that you can bring yours!” said Elisa Gregori, global CMO for Nestlé Waters & Premium Beverages.
“Ferrari has always drawn strength from the Italian spirit, founded on craftsmanship, beauty, and the constant pursuit of improvement. In S.Pellegrino we find more than a partner: we see an expression of the same values that guide us: passion, attention to detail, and the desire to elevate every experience. Just as S.Pellegrino refine the everyday into something special, we strive to push performance further, race after race. United by heritage and vision, we aim to bring fans and consumers experiences that feel unmistakably Italian and boldly future-driven, building a connection with the next generation rooted in what we proudly share.” added Lorenzo Giorgetti, chief racing revenues officer for Ferrari.
The partnership will be announced and magnified by communication assets touching digital, print, outdoor and PR in all key cities around the world.
