It’s warming up and that means the summer sporting season is just around the corner. But, with a huge period of sport ahead, what’s happening in the sponsorship world?
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
B&T dives in below!
Toyota x Queensland Cricket
The Brisbane Heat and Queensland Cricket will bring up a decade in the driver’s seat with Toyota, with the automotive giant signing a new two-year extension of the long-standing partnership. Toyota’s latest partnership agreement means that they will bring up ten continuous years as a sponsor of Queensland Cricket, in addition to Toyota’s national partnership with Cricket Australia.
The Heat and QC partnership encompasses the eight metro Toyota dealers – Motorama, Sci-Fleet, Southside, Downtown, Llewellyn, Martin Jonkers, Torque and Oldmac. It will include advertising and an in-stadium activation at Brisbane Heat games at the Gabba, with the Toyota Terrace a visible presence at matches over the past few years at KFC BBL Games.
Community cricket staff across the State will drive Toyota vehicles as part of the agreement, with Queensland Cricket updating its fleet to bring online more hybrid and electric vehicles in the future to improve the organisation’s sustainability.
Queensland Cricket CEO Terry Svenson highlighted the ongoing nature of the Toyota partnership. “Toyota has been a long-standing national partner of Australian Cricket, but we are particularly pleased to have had such a rewarding relationship with Toyota and its dealers at a Big Bash League and State level over the past decade’’ he said. “We greatly value our relationships with all of our partners, sponsors and corporate backers and take pride in being able to meet their needs and requirements on an on-going basis over several years.”
“Today’s announcement brings together a partnership that aims to provide enhanced brand awareness and trust with the eight metro Toyota dealerships, while also supporting community engagement initiatives and relationship building,” Svenson said.
“We are thrilled to be renewing our partnership with Queensland Cricket. It’s an incredible organisation who share Toyota’s passion for creating positive change within the community, ” Toyota’s senior manager for QLD Regional Operations, Tracey Shepherd. “Our long-standing relationship helps provide support to the Queensland Cricket organisation to deliver a great experience to the community, its players and the fans of this wonderful game,” she said.
Nike x NBA
NIKE, the National Basketball Association (NBA) and the Women’s National Basketball Association (WNBA) today announced a 12-year extension of their global outfitting, merchandising, marketing and content partnership that solidifies NIKE, Inc. as the exclusive on-court uniform and apparel provider for the NBA, WNBA and NBA G League until at least 2037.
NIKE, Inc. will extend its rights over 12 additional seasons to design and manufacture NBA, WNBA and G League uniforms, on-court apparel, and fan apparel, furthering its commitment to grow and improve the sport of basketball for the next generation.
“Nike has always been more than a league sponsor — we’re a strategic partner with an unwavering commitment to growing the game, alongside the NBA, WNBA and NBA G League,” said Elliott Hill, NIKE, Inc. president and CEO. “Our collective power, global reach and genuine love for the game will only continue to create new pathways and opportunities for players and fans”.
New content initiatives highlight the global extension, a comprehensive commitment to grassroots basketball, as well as the continued development of a joint membership program that delivers benefits to fans of the brands through distinctive products, content and experiences. As the biggest champion of the women’s game, NIKE, Inc. is also deepening its investment in the WNBA.
“Nike is inextricably linked to basketball and has helped fuel the growth and innovation around our sport for decades,” said NBA commissioner Adam Silver. “With an added focus on youth basketball, our expanded partnership will create even more opportunities for aspiring players to learn and compete at all levels and for fans of all ages to engage with the NBA and WNBA”.
“Since our league’s inception, Nike has committed to a shared vision for girls and women’s basketball,” said WNBA Commissioner Cathy Engelbert. “Our continued partnership is an opportunity to fortify avenues for development and enhance touchpoints across our dynamic fanbase while globally showcasing the WNBA”.
NIKE, Inc. and the National Basketball Players Association (NBPA) also extended its group license agreement making NIKE, Inc. an official partner of the NBPA.
“We’re excited to renew our partnership with Nike and continue to showcase our players’ efforts on and off the court,” said NBPA executive director, Andre Iguodala. “This partnership highlights the reach, influence, and impact of our members, driving basketball fandom and inspiring millions of people around the world.”
The renewal follows the eight-year global outfitting, merchandising, marketing and content partnership struck in 2015, which made NIKE, Inc. the official on-court outfitter beginning with the 2017-18 NBA season. Nike has been an NBA partner since 1992, a marketing partner of the WNBA since its inception in 1997 and a marketing partner of the NBA G League since the 2017-18 season.
Little Zak’s Academy x Western Sydney Wanderers
Western Sydney Wanderers FC have welcomed Little Zak’s Academy, a leading provider of early childhood education, as an official corporate partner for the upcoming A-Leagues season. Little Zak’s Academy has been a trusted name in early education, with a growing presence in the Western Sydney region and a further 4 centres opening over the next 6 months including the state-of-the-art Northmead centre. Their centres provide thousands of local children with exceptional early childhood care and education, focusing on the critical first six years of life.
The new partnership with the Wanderers will see Little Zak’s Academy integrated into various Wanderers community programs and match-day activities, further cementing the connection between both organizations and the Western Sydney community.
The collaboration will include football clinics for Little Zak’s families, bringing to life an opportunity for Little Zak’s children to go from ‘Zakaroos to the Wanderers’ through programs tied to a leading education curriculum.
Western Sydney Wanderers CEO Scott Hudson welcomed Little Zak’s Academy to the Wanderers family. “We are delighted to welcome Little Zak’s Academy to the Wanderers family. Their commitment to nurturing and educating the next generation in Western Sydney aligns perfectly with our focus on youth development and community engagement,” said Hudson. “Together with Rich and his team, we are eager to continue to make a positive impact on the families and children of Western Sydney.”
Little Zak’s CEO, Rich Bell said there were synergies between Little Zak’s and the Wanderers. “We are thrilled to partner with the Western Sydney Wanderers, an organization that shares our deep commitment to youth development and community,” said Bell. “At Little Zak’s, we believe in fostering a strong foundation for children during their most critical early years, and this partnership provides an incredible opportunity to extend that commitment beyond our centres”.
“We look forward to creating memorable experiences for children and families through this collaboration, building pathways from early education to healthy, active lifestyles.”