Locking in its commitment to supporting Aussie veterans, Optus has locked in a multi-year deal with Invictus Australia; meanwhile, Monster Energy has overtaken Red Bull as the new Supercars energy drink partner.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
So, without further ado, let’s dive into all the latest news from the sports sponsorship world!
Optus x Invictus Australia
Invictus Australia has signed a significant multi-year partnership with Optus. This partnership reflects Optus’ commitment to supporting veterans and their family’s well-being through the power of sport and demonstrates strong alignment through the shared values of inclusion, community, connection, and supporting our regional communities.
In addition, Optus and Invictus Australia are committed to increasing the awareness of service men and women, plus their families, amongst the general public, as both organisations acknowledge and recognise the sacrifice of service.
Optus is a recognised leader in veteran employment and is a member of the Veteran Employment Commitment, which means they are dedicated to building a diverse and inclusive workforce. The telco has a strong focus on hiring and supporting veterans and appreciating the value of their skillsets obtained through military service, such as leadership, teamwork, and the ability to perform under pressure.
“Optus is proud to partner with Invictus Australia to champion veterans and their families. We understand the unique value and perspective veterans can bring to the workforce. They bring technical skills that critical infrastructure like telecommunications requires, as well as skills such as leadership, working well under pressure and in a team environment,” said Kate Aitken, vice president of people and culture at Optus.
Optus is already taking steps to connect with the broader veteran community, recently attending the inaugural Invictus Australia NSW Defence Sport Expo, held in Newcastle on Saturday 19 October. Representatives engaged with local defence families, exploring how sport can serve as an avenue for connection, physical activity and mental wellbeing.
“We’re proud to create a workplace that values the contribution of veterans and helps them thrive. We conduct a diversity and inclusion census where three per cent of the team said they have been in the defence force or are the spouse or dependent of those who have,” added Aitken. “We’re delighted to support Invictus Australia to empower veterans at Optus and in the broader community while inspiring all Australians.
“We are excited about the future, having recently redesigned our partnership model to provide more opportunities for brands to impact veteran lives and create unique storytelling opportunities to share with the Australian population. This partnership with Optus is a wonderful chance to bring this to life. It will change and save lives, both on the international stage with the Invictus & Warrior Games, and in local communities. We are delighted for Optus to join the local Invictus family and together we will ensure that veterans and their families feel supported, valued, and connected,” said Vanessa Bernardo, director of strategic partnerships and brand at Invictus Australia.
Monster Energy x Supercars
Supercars has announced that global energy drink powerhouse, Monster Energy, has signed on as the Official Energy Drink of the Repco Supercars Championship, taking the position long held by Red Bull.
This multi-year partnership is a key milestone for Supercars, with Monster Energy now part of the championship’s growing group of premier partners.
Known for its bold, high-octane brand and extensive motorsport presence worldwide, Monster Energy will bring its trademark excitement to Supercars, further solidifying its influence in Australian motorsport.
“Having a global brand like Monster Energy on board demonstrates the success and growing global appeal of Supercars,” said Supercars general manager – commercial Jamie Black. “This collaboration firmly establishes Monster Energy as a dominant force in Australian motorsport, aligning the world’s leading energy drink with one of the country’s most dynamic and popular sporting categories”.
“Their adrenaline-fueled image and marketing align perfectly with our fanbase, who love the energy and excitement both on and off the track”.
Monster Energy has been a prominent supporter of Supercars since 2016, notably backing drivers such as Cam Waters and his iconic #6 Tickford Mustang. This new partnership elevates Monster Energy’s involvement, ensuring their presence at all major Supercars events and activations.
“Motorsport is core to our DNA, and after a long association with Cam Waters and his #6 Monster Energy Mustang, we’re pumped to strengthen our connection with the Supercars category and events,” said Ben Bartlett, senior manager, marketing from Monster Energy. “Supercars is fast, loud, and full of adrenaline—an ideal match for the Monster Energy brand.
“We’re eager to continue fuelling the excitement for Supercars fans and to build on our motorsport legacy.”
Monster Energy’s partnership with Supercars will feature exciting activations at key events, unique fan engagement experiences, and exclusive promotions, reinforcing the brand’s dedication to motorsport on a global scale.
Hisense x FIFA World Cup 2025
Hisense has announced it has entered into an official partnership for the new FIFA Club World Cup. The announcement was made today at a special event at Shanghai Tower attended by FIFA President Gianni Infantino, FIFA Secretary General Mattias Grafström, and Hisense Group Chairman Jia Shaoqian.
Speaking at the partnership launch, FIFA President Gianni Infantino said: “We are delighted to welcome Hisense, a global market-leading brand, as an Official Partner of the FIFA Club World Cup 2025™. Hisense’s commitment to innovation and technology aligns with our vision for this tournament, which will bring together the 32 best teams from around the world for an unforgettable celebration of our game that will revolutionise club football”.
“This partnership will offer fans unique ways to engage with the tournament, both on and off the pitch, while laying a technological and innovation-led foundation for the FIFA Club World Cup to flourish.”
The new FIFA Club World Cup 2025 will unite the world’s 32 top clubs every four years. The partnership with this inaugural edition of the tournament will provide the perfect platform for Hisense to further grow its global brand among fans of the world’s most popular sport and club teams, and to showcase the state-of-the-art technology and appliances with Hisense TVs to be visible across the tournament.
“We are proud to be an Official Partner of the FIFA Club World Cup 2025™, which is a competition among the top clubs from all six confederations, representing a dialogue between champions, a collision of first-class excellence. This perfectly aligns with Hisense’s pursuit of the champion spirit and our latest corporate goal to build a world-class enterprise and brand,” said Hisense group chairman Jia Shaoqian.
“As the pioneer in AI televisions, Hisense’s newly launched AI TV series is a perfect match for the FIFA Club World Cup. The technological foundation of Hisense AI TV is the independently developed Xinghai large model, which supports continuous smart upgrades across various appliance categories, significantly enhancing the user experience and market competitiveness. Together with FIFA, Hisense will present the best Club World Cup for global audiences”.
Hisense aims to build a world-class enterprise and brand with a continued focus on top-tier sports assets. By officially signing on as an Official Partner for the FIFA Club World Cup 2025™, the planet’s brand-new premier club competition, Hisense is advancing its sports marketing strategy and accelerating its globalisation efforts.
Hisense has been a global partner for two consecutive FIFA World Cups and three UEFA European Championships. The company is striving for the intelligent development of its products, including TV, laser TV, air conditioners, and refrigerators. In TV product line, Hisense has introduced a 100-inch TV equipped with an AI picture quality chip, providing users with an immersive viewing experience. With its refrigerators and air conditioner products, Hisense’s ConnectLife platform supports the interconnectivity of smart home appliances, enabling seamless collaboration among household devices.
The collaboration with FIFA underscores Hisense’s commitment to delivering pioneering home appliance technology in the pursuit of improving everyday life with innovative products and technologies to enhance the viewing experiences for fans worldwide and make football more accessible and more engaging for all.
