The Ashes is so close to its first ball being bowled, you can almost taste it! Tomorrow, for the first time in four years the Poms will ascend on Aussie shores to fight for the infamous Ashes.
However, like every great series of the past, the lead-up has been full of speculation and drama.
Last week it was reported that Aussie quick Josh Hazelwood was under an injury cloud, collecting a hamstring injury whilst playing for his NSW side. However, he has since been ruled out of the first test, meaning he will be sitting alongside skipper Pat Cummins on the bench.
Speaking of Cummins, he looks like he will be back shortly. He was captured earlier this week bowling at near 100 per cent against his team mates in the nets. All Aussies will be hoping to see the captain unleash his full wrath on the English in Brisbane for the second test.
@cricketaus Look who’s back 🤩 #patcummins #perth #ashes ♬ original sound – HYPATON
And, who could forget the comments of retired English paceman Stuart Broad.
“You wouldn’t be outlandish in thinking—it’s actually not an opinion, it’s a fact—it’s probably the worst Australian team since 2010 when England last won and it’s the best English team since 2010,” he said.
We are in for quite the series!
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
Away from the field and on the sidelines, Cricket Australia has signed a partnership deal with its first energy provider, since it agreed mutually with Alinta to end an almost $40 million deal, CA has also, in partnership with McGuigan Wines, revealed its activation plans for the upcoming Ashes.
Not to mention, away from the cricket greens, Sydney Roosters and Adidas has rekindled an old sponsorship that ended in the 90’s, the Geelong Cats has inked a deal with popular drink bottle brand YETI, and Movember has teamed up with Sherrin to tackle men’s mental and physical health.
Cricket Australia x Origin
Origin has stepped onto the pitch for the next three years with Cricket Australia. This will see the Australian energy retailer and popular Australian summer sport join forces and deliver benefits for local communities.
As a platinum partner, Origin will support cricket at both the elite and community levels, including sponsorship of both the men’s and women’s national teams, the Big Bash League (BBL) and Women’s Big Bash League (WBBL).
An annual commitment to the Australian Cricket Infrastructure Fund will help reduce the energy bills of grassroots clubs through solar, batteries and energy management solutions, reflecting Origin’s commitment to strengthening communities.
The deal comes two years after the governing body’s $40m deal with fellow energy provider Alinta came to an end.
Back in 2022, skipper Pat Cummins expressed his objections to the partnership.
“I’ve got my own personal views so when it comes to personal sponsorships, there are some companies I wouldn’t want to align with,” Cummins told The Sydney Morning Herald speaking on the Alinta deal.
“When we’re getting money, whether it’s programs for junior cricket, grassroots, things for fans around Australia, I feel a real responsibility that with that, we’re doing on balance what is the right thing.”
His views have since changed.
“Through Cricket for Climate, we’ve been working to future-proof local clubs with solar, battery and education solutions,” he said.
“This Cricket Australia partnership with Origin will help us take that mission further, bringing clean energy solutions to community cricket right across the country, like our recently announced partnership with Blacktown City Council. I’m really pleased Origin has chosen to support Australian cricket.”
Australia’s men’s and women’s playing shirt sleeves will carry the Origin logo in all three formats of the game in home internationals, alongside branding of the ‘Power Surge’ across the WBBL and BBL.
This partnership follows the launch last week of Power Up Play—a collaboration between Origin, Cricket for Climate and Blacktown City Council—to install and deliver solar, battery and energy management solutions for local clubs which will help benefit the community.
“We’re thrilled to be partnering with Cricket Australia and supporting one of Australia’s most-loved sports at all levels of the game,” said Frank Calabria, Origin’s CEO.
“This partnership brings two leading Australian organisations together who are both part of Australia’s story and deeply connected to communities across the country.
“We’re looking forward to supporting our men’s and women’s national teams, the family-friendly Big Bash Leagues, and sharing our expertise in energy in a way that delivers meaningful benefits to grassroots clubs, participants and fans.
“Origin’s ambition is to lead the energy transition through cleaner energy and customer solutions – and help all Australians benefit from it. An important part of our cricket partnership will see us support local clubs with energy solutions including solar, batteries and energy management to help them reduce energy costs, emissions and become more sustainable.
“It’s an exciting summer to be joining the Australian cricket family and we’re looking forward to making our cricket debut.”
“We’re delighted to partner with Origin for the next three years and that they will be key supporters of our national teams and the Big Bash Leagues,” added Cricket Australia’s CEO, Todd Greenberg.
“We’re particularly pleased Origin’s involvement with the game will extend to community cricket with their contribution to the Australian Cricket Infrastructure Fund providing energy solutions and potential savings for local clubs.
“Origin joins Australia’s national sport during the biggest international season in our history and their commitment to cricket will help us grow the game further.
“We share Origin’s passion for innovation, and we support Origin’s ambition to lead the way in providing cleaner energy and giving the very best experiences to its customers.”
“We’re really grateful Origin is getting behind Australian cricket – and especially the women’s national team and the WBBL. It’s great to hear Origin is also backing community cricket clubs and volunteers who nurture the stars of tomorrow,” concluded Phoebe Litchfield.
Cricket Australia x McGuigan Wines
To celebrate the first year of its multi-year partnership with Cricket Australia, McGuigan Wines has dropped a bloody good program of activations to bring McGuigan even closer to cricket fans.
The multi-year partnership, which brings together two iconic brands, is more than just a sponsorship. It’s a celebration of two things Australians know and love: great cricket and great wine.
McGuigan is stepping up to the crease with a line-up of activity across Australia’s biggest cricket moments. Fans can enjoy a glass of Black Label Red at the Boxing Day Test Fan Festival at the MCG, along with branded experiences popping up in other areas. Over at the SCG, McGuigan will take over the iconic Victor Trumper Bar, and for those enjoying the game from the best seats in the house, McGuigan will be poured in corporate hospitality suites across Perth, The Gabba, Adelaide Oval, MCG and SCG—making McGuigan part of the cricket experience from first ball to
final over.
McGuigan’s Black Label Red hits the pitch in a fresh kit. Designed to celebrate the summer of cricket, the limited-edition Cricket Australia label is made to stand out and will be landing in liquor stores across the country. It’s only here for a short innings. Once they’re stumped, they’re gone!
Wanted to go to the 2025–26 Ashes series but then the single-day ticket sales record was blitzed and you missed out? McGuigan could fix that. The brand is running a series of social and digital giveaways for each of the upcoming Ashes tests, featuring ticket competitions, quick fixture pairings, and at-home watch rituals to keep fans locked in and loving every moment.
McGuigan is also giving fans the chance to win two exclusive tickets to the Sydney Test through its latest ‘When You Know’ campaign, with The Grade Cricketer team helping to spread the word and drive engagement across their channels.
McGuigan has kept the giveaways going. If consumers buy any bottle of McGuigan at a participating bottle shop and they’ll go into the draw to win the ultimate Ashes experience, in their preferred state. Tickets, flights, accommodation and a merch voucher, just for shopping great wine.
Whether it’s a day at the ground, a summer BBQ, or watching the match from the couch, cricket has always brought people together, and now, so will McGuigan.
Sydney Roosters x Adidas
The Sydney Roosters have signed not only Daly Cherry Evans, but also a landmark new four-year apparel partnership with adidas, beginning in the 2026 season.
The partnership will see adidas design and supply all on-field and performance apparel for the Roosters’ NRL, NRLW, and pathways programs, as well as the Club’s official off-field range for its passionate members and supporters.
Sydney Roosters chief operating officer, Jarrod Johnstone, said the partnership marked a significant milestone for the Club as it continues to align with world-leading brands.
“Partnering with adidas, one of the most recognised and respected names in global sport, represents a significant milestone for the Sydney Roosters,” said Johnstone.
“This partnership is the perfect alignment of heritage, high performance and innovation—values that have long defined our Club. adidas is synonymous with excellence, and together we share a drive for continual improvement both on and off the field, so we are looking forward to working closely with adidas to deliver world-class apparel for our players and premium merchandise for our Members and supporters.”
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adidas Pacific general manager, Rachel Howard, said the brand was proud to join forces with one of rugby league’s most successful and historic clubs.
“adidas is extremely proud to welcome the Sydney Roosters, one of Australia’s most iconic and successful sporting clubs, to the three stripes family,” she said.
“This partnership is a natural fit, uniting two brands built on a legacy of excellence, innovation, and a deep connection to community. We are committed to equipping their NRL, NRLW, and pathway teams with cutting-edge performance apparel, empowering them to reach new heights.
“We’re equally excited to connect with the passionate Roosters Members and supporters, delivering ranges that celebrate the Club’s rich history while boldly shaping its future. Together, we will write the next chapter of this legendary Club.”
The 2026 season will mark the beginning of a new era for the Roosters, with adidas set to unveil a bold new range of playing and training apparel ahead of the Club’s pre-season campaign.
Geelong Cats x Yeti
Geelong Cats have signed a new partnership with YETI, retailer in outdoor gear, who will become the Club’s official AFL guernsey neckline partner.
As an Elite partner of the Cats across AFL, this collaboration unites two brands focused on delivering performance, durability, and community values.
The Geelong region is celebrated for its strong sense of community and passion for the outdoors, qualities that perfectly align with YETI’s mission to deliver uncompromising products for those who live life to the fullest. From rugged coastlines to vibrant sporting culture, this partnership embodies the spirit of adventure and resilience that defines Geelong.
Through the partnership, the YETI logo will feature on the neckline of the Club’s AFL official guernsey across all on-field (home and away), training, and special event editions.
“We’re thrilled to partner with YETI, a globally recognised brand, as they continue to grow in Australia and enhance their presence in sport with their first AFL club partnership,” said Marcus King, Geelong Cats chief operating officer.
“As one of the oldest clubs in the league our guernsey and hoops are steeped in history and pride and we look forward to YETI featuring in the prominent neckline position.
“We’re excited to welcome YETI to the Geelong Cats family and look forward to connecting the brand with our members and fans.”
“We’re thrilled to partner with the Geelong Football Club. The toughness and endurance of the Cats players, and their passionate supporters, mirror YETI’s commitment to building gear that stands up to any challenge. This partnership embraces strength, community, and the shared drive to go further without limits,” commented Greg Cleveland, YETI marketing manager for Australia and New Zealand.
“YETI’s promise is simple: no compromises. Serious outdoor enthusiasts need gear that helps them stay out longer, travel farther, and live harder, and our products deliver exactly that. From drinkware to coolers and outdoor gear, everything we make is built to withstand the toughest conditions. The Cats will push our products to the limit, and we’re confident YETI will support them every step of the way,” concluded Tim Persse, YETI commercial country manager for Australia and New Zealand.
“This partnership is more than a sponsorship; it’s a commitment to shared values: toughness, reliability, and a deep connection to community. Together, YETI and Geelong Football Club encourage fans and adventurers to embrace the outdoors and live life—Built for The Wild.”
Geelong Cats also announced the continued evolution of its partnership family, as long-term partners Ford, Simonds Homes and Cotton On reaffirm and elevate their commitment to the Club.
As announced in April, Ford will become the Cats’ principal partner, extending one of the longest and most celebrated partnerships in world sport.
Simonds Homes will step into a new role as major partner and appear on the back of the Geelong Cats AFL playing guernsey, while Cotton On continues as the Club’s apparel partner, moving into its second decade of partnership and delivering on and off-field ranges for players and fans.
These changes reflect the strength of the Club’s long-term relationships and a shared commitment to growth, community, and continued success.
Sherrin x Movember
Sherrin and Movember have announced that they are teaming up to tackle an important issue, aiming to spark life-saving conversations across the footy community nationwide. Launching the new Sherrin x Movember range and Kick for a conversation initiative, the partnership aims to put men’s mental and physical health front and centre through one of the game’s most loved activities—a kick of the footy with a mate.
Whether it’s in the backyard, a warm-up before training or a casual Sunday session at the park—these specially designed footies are more than just a ball, they’re a reminder to check in with loved ones and get the conversation started.
“Footy can be a powerful connector,” said Naomi Maclean, Sherrin marketing director. “This partnership with Movember is about using this connection to open up potentially life-changing conversations with those close to you.”
Timed with pre-season training returning and Movember, the campaign encourages players, fans, families and local clubs to grab a Sherrin and have a kick and a conversation about men’s health—turning everyday moments into opportunities for support and connection.
“A conversation could be the first step in saving a life,” said Jake Lambert, the senior manager of fundraising and development at Movember. “Even something as simple as kicking a footy with a mate can be a great way to open that conversation. We’re proud to team up with Sherrin to help make those moments easier to start.”
The Shocking Facts
- One man dies by suicide every minute around the world.
- In Australia, three in four deaths by suicide are men, and suicide is the leading cause of death for Aussie men aged 15-54.
- Testicular cancer is the most common cancer in young men aged 18-39.
- One in five Australian men will be diagnosed with prostate cancer in their lifetime.
As part of the partnership 15 per cent of every Sherrin x Movember football sale will go directly to supporting Movember’s men’s health initiatives, including mental health and suicide prevention, prostate cancer, and testicular cancer.
The campaign brings together the heart of Australian football with the mission of improving men’s health—because the earlier we talk, the better the outcomes.
To purchase a Sherrin x Movember football, consumers can go to the Sherrin website or head in-store to Rebel Sport.
