Sydney FC has set its sights on cancer awareness with new partnership with Cancer Council. Elsewhere the Formula One has locked in its latest chocolate bar partner – yes that is really a thing.
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!
Cancer Council x Sydney FC
Cancer Council has announced a new partnership with Sydney Football Club for their 20th anniversary season. The exciting partnership offers Cancer Council the opportunity to join forces with Australia’s most successful A-League club, as well as reach the league’s largest fan base.
Through this partnership, Cancer Council will have a platform to communicate its services and vital cancer information to the A-League’s largest and growing base of Australian football fans, as well as encourage fans to donate and support life-saving cancer research.
“Each new season a ball is kicked, 51,000 Australians will have died from cancer in the last year. Through vital cancer research, we’ve been able to increase survival rates to around 70% today, but there’s more work to be done,” said Cancer Council NSW chief executive officer, Sarah Hosking.
“Partnering with Sydney FC will provide us the opportunity to connect with the Greater Sydney community, empowering Aussies to prevent cancer and support world class research, reducing the impact of this deadly disease. With almost 1 in 2 Australians diagnosed with cancer before the age of 85, this partnership is crucial. Together with Sydney FC, it’s all of us against cancer,” Hosking concluded.
“We’re incredibly proud to partner with Cancer Council for our 20th anniversary season, uniting our fans and players behind a cause that touches every Australian family,” said Sydney FC chief executive officer, Mark Aubrey.
“At Sydney FC, we are committed to supporting our community both on and off the pitch, and this partnership provides a powerful opportunity to raise awareness and contribute to lifesaving cancer research. Together with Cancer Council, we’re inviting our fans and the wider community to stand together against cancer, to make a lasting impact that will save lives and build a healthier future for all”.
The announcement is especially meaningful for new Sydney FC signing Harrison Devenish-Meares, whose mother Rossana was diagnosed with renal cell carcinoma in 2021, a cancerous tumor that forms on the kidney, while the shot stopper was playing overseas.
“It was a complete fluke that we found it,” Devenish-Meares said. “I had been playing overseas and came back home for the first time in four years. We were having a welcome home party and she fell while dancing, breaking a rib. When they did the imaging, they found the cancer”.
“The stress was overwhelming. My pre-season was starting overseas, and mum insisted I go, which was incredibly hard for me.”
“When it hits close to home, it hits different. Mum was lucky that her cancer was detected early, and her prognosis was excellent. I take inspiration from the fact she’s used it as a springboard to live a more fulfilling life”.
BYD x Sydney Roosters
The Sydney Roosters have signed one of the most expensive deals in Rugby League history, securing a five-year agreement with Chinese automotive brand BYD. The deal is estimated to be worth a massive $10 million.
The team made the announcement this morning at a function attended by the club’s chair, Nick Politis, coach Trent Robinson and a handful of star players, including Captain James Tedesco.
The new partnership will see the BYD come on as a major partner, replacing Steggles, who has held the title for 15 years. The brand’s logo will prominently feature on the front of the club’s NRL and NRLW jerseys.
“We are excited to embark on this journey with BYD as our new Major Partner. ‘A New Energy’ captures the Roosters’ dynamic spirit and aligns with BYD’s vision for a sustainable future,” Politis said.
“This partnership is a testament to our shared commitment to innovation and excellence, and we look forward to building on that together over the next five years”.
Roosters fans will include several exclusive offers for club members.
“Both BYD and the Sydney Roosters are iconic brands in their respective fields—one representing the forefront of sustainable mobility and the other a proud symbol of excellence in Australian rugby league,” said Wing You, general manager of BYD Australia & New Zealand.
“This sponsorship is more than just a logo on a jersey; it’s a true alignment of shared values, vision, and a commitment to creating a better future”.
The deal comes after the announcement that Steggles would no longer partner with the club after the end of the 2024 season.
Steggles has seen the club through three NRL premierships and one NRLW premiership and has raised over $5 Million for Children’s Charities through Steggles Roosters Charity Nest. The Steggles logo is synonymous with the club, having adorned the front of players’ jerseys since the partnership began.
“Season 2024 will mark 15 seasons together, and we could not be more thankful to Steggles for their support,” said Roosters CEO Joe Kelly at the time the partnership’s conclusion was confirmed. “Our Partnership has achieved some amazing milestones and each time Steggles has been there side by side with us, from NRL Premierships at Homebush to the World Club Challenge wins in the United Kingdom. Together with Steggles, we also celebrated the Club’s first-ever NRLW Premiership”.
Kit Kat x Formula One
Nestlé and Formula 1 (F1) have announced a landmark worldwide partnership, making KitKat the Official Chocolate Bar of Formula 1. This multi-year collaboration is Nestlé’s largest global brand partnership to date, signalling the ambition to reach a wider audience and achieve a higher rate of global growth.
With an estimated fanbase of 700 million fans worldwide, Formula 1 is growing in popularity, including with a younger and more diverse audience. It also benefits from an immersive digital ecosystem. Through this partnership, KitKat wants to bring its iconic “Have a Break, Have a KitKat” message to more people and enable them to take a moment to pause.
The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1. It will then expand across the world throughout 2026. F1 enthusiasts can look forward to consumer activations, promotional prizes (such as tickets and merchandise) and immersive fan zones at select Grands Prix, with trackside branding, and cheerful, light-hearted content.
This partnership unites two large global fanbases in an innovative way that blends the thrill of motorsport with the renowned sense of humour of KitKat and its tradition of sharing breaks.
“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger adults,” said Bernard Meunier, head of strategic business units and marketing and sales at Nestlé. “With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to make time for a break. We’re excited to bring our signature sense of fun to this thrilling sport and to create memorable experiences for fans around the world”.
“We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner. They’re universally loved and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport,” said Emily Prazer, chief commercial officer at Formula 1.
UNICEF x Cricket Australia
Cricket Australia has announced UNICEF Australia as a new Social Impact Partner for the next three years.
The purpose-led partnership promotes UNICEF Australia’s ‘Until Every Girl Can Play’ campaign, raising awareness for the millions of girls around the world who are denied their most basic rights like education, health, nutrition and access to safety.
The campaign will feature throughout the summer of cricket, including at the CommBank Women’s Ashes Day-Night Test at the MCG where ‘The Appeal Appeal’ will turn every ‘appeal’ into a moment for gender equality.
UNICEF Australia will also receive the proceeds from entry to day five of the NRMA Insurance West Test and Australian players will have opportunities to experience the impact of UNICEF’s work in cricket-loving communities whilst on tour.
“We are extremely proud to partner with UNICEF Australia and are inspired by their ‘Until Every Girl Can Play’ campaign and the work that they do around the world to improve children’s lives,” said Cricket Australia CEO Nick Hockley.
“We look forward to showcasing this incredible work and urge cricket fans to support by turning every appeal during the CommBank Women’s Ashes Day-Night Test into an appeal for a gender equal future”.
“In line with our vision to be a sport for all, we know that as a national sporting body we have an important role to raise awareness for gender equality,” said Cricket Australia head of social impact and sustainability Megan Barnett-Smith.
“We encourage all fans attending the historic Day-Night Test to make a donation to support the work UNICEF Australia is doing to empower girls in cricket-loving communities around the world”.
“Sport is a powerful force for good, helping to break down barriers, promote participation, change attitudes, and strengthen inclusion,” said UNICEF Australia CEO Tony Stuart.
“While our women’s cricket team have been making history on the pitch for a long time, there are still millions of young girls across the world who are denied the basic rights they are entitled to.
“UNICEF Australia is extremely proud to be partnering with Cricket Australia, to help us deliver our crucial work in gender equality – for millions of girls around the world who can’t make it to the pitch.
“We know cricket fans are passionate and engaged – and protecting the rights of girls will resonate with them, so UNICEF can deliver vital programs that protect and empower girls”.
JD Sports x NRL In Vegas
The National Rugby League (NRL) has taken a monumental step in expanding its international footprint, teaming up with JD Sports ANZ in a groundbreaking two-year partnership. Announced today, this alliance names JD Sports the Official Presenting Partner of Rugby League Las Vegas for the 2025 and 2026 seasons.
JD Sports, known for its influence in the sports fashion market, boasts a presence spanning over 4,500 stores in 38 territories worldwide, including strong footholds in North America, the UK, Europe, Australia, New Zealand, and Southeast Asia. This collaboration is poised to revolutionise the Rugby League Las Vegas festival, promising fans an elevated experience blending sports and fashion.
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The global sports fashion giant will also take on the role of Official Sports Retail Partner for the NRL Premiership.
“It is great to welcome JD Sports to the Rugby League community as a partner and as a brand that has a passion for innovation. We look forward to working with JD Sports to take the Rugby League Las Vegas festival to even greater heights for fans over the next two years,” NRL CEO Andrew Abdo said. “The partnership represents an opportunity for the NRL to work with a global sports brand to build our connection to youth culture and capitalise on the brand’s influence in the US”.
As the official sports retail partner, JD Sports will play a pivotal role in aligning the NRL with global sports culture. This partnership is set to boost the league’s visibility, especially among younger, fashion-conscious fans, by merging the universal appeal of sports with JD’s vibrant brand identity.
The collaboration between the NRL and JD Sports was subtly teased throughout the 2024 Grand Final festivities, creating anticipation among fans and players alike. The Dally M Awards, Fan Fest, and Grand Final week saw JD’s exclusive footwear worn by players and staff, adding an extra layer of excitement and brand integration across high-profile events.
“JD is extremely proud to partner with the NRL on such a significant international event. We pride ourselves on bringing energy to the marketplace through unique partnerships and engaging our audience through the culture of sport,” said JD Sports ANZ CEO Aaron Faraguna.
This partnership aligns with JD Sports’ mission to merge athletic and lifestyle fashion, appealing to a global audience and connecting with fans beyond traditional sports engagement.
As the NRL takes the field in Las Vegas, fans can expect a dynamic blend of sport and style, paving the way for a new era of Rugby League that resonates across continents and generations.
Ford x Golf NSW
Golf NSW has announced that Ford Australia will join as a Major Partner of Golf NSW, including the NSW Open Golf and Women’s NSW Open Golf Championships for the next two years.
