It’s been an epic week of sports and sports sponsorship news. Headlining the week though is THE Iconic. For the first time in its history, the fashion label has entered the sporting arena and it is through NRLW team the Newcastle Knights.
Zooming out, this sporting week has been dominated by Daly Cherry Evan’s return to Brookvale Oval. The Sydney Roosters’ five-eighth returned overnight to his former club’s home ground to face the Manly Warringah Sea Eagles.
“DCE” played 352 games for the Northern Beaches club before he made the shock announcement last year that he was taking his talents to the East. This led fans to boo him during his last games for the club.
However, it was Evans who would get the last laugh who descended upon Brookie Oval last night to dismantle Manly 33-16 in torrential conditions.
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Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
Staying on the footy field, THE ICONIC has laced up with the Knights NRLW team and Dreame has joined the Sydney Swans’ nest of brands. Away from the egg shaped codes, Special Event Merchandising has stepped on the 2027 Netball World Cup court as the official licensing and retail supplier for the tournament and adidas for the first time in 36 years, has used its Trefoil logo on FIFA World Cup kits.
Newcastle Knights x THE ICONIC
The Newcastle Knights has recruited fashion and lifestyle platform, THE ICONIC, ahead of the 2026 NRLW season.
THE ICONIC will join the club as the exclusive online fashion and lifestyle retail partner of the Knights’ NRLW side, featuring on the team’s playing kit and designing the squad’s off-field uniforms.
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This partnership marks a historic milestone for the fashion brand, as THE ICONIC ventures into sports partnership for the first time in its history.
The partnership will see both organisations work together on community programs and athlete storytelling, with a shared focus on confidence, empowerment and self-expression.
Knights chief commercial officer, Jodie Cross said the partnership reflects the continued rise of the NRLW competition.
“We’re thrilled to partner with a renowned Australian Brand like THE ICONIC,” Cross said. “It’s another sign of the incredible momentum behind the NRLW and the growing appetite for major brands to invest in the future of women’s sport.
“At the Knights, our mission is to provide our NRLW and female pathway players with the tools to succeed as athletes, but more importantly, to feel empowered as individuals. This partnership is about more than just apparel; it’s about confidence. We want our players to feel bold and supported both on and off the field, while further strengthening the deep connection we share with our Newcastle community.”
THE ICONIC’s marketing boss who featured on B&T’s 2026 CMO Power List, Joanna Robinson said the brand was proud to support the Knights Women’s program and put women’s sport on the stage.
“We’re really proud to be supporting the Newcastle Knights women’s team. They are role models for many young girls wanting to participate in NRL – whether at a grass roots level or aspiring professional athletes. It’s about so much more than a logo on a jersey. The athletes, the club, and the fans are building something special, and we’re excited to be part of it.
“At THE ICONIC, we care deeply about women being seen, celebrated and supported – for their strength, their achievements, and everything they bring on and off the field. We also know style can be a powerful form of self-expression. It’s not just about what you wear, it’s about how it makes you feel: confident, comfortable, and ready to show up as yourself.”
More details on joint activations and community initiatives will be announced ahead of the 2026 NRLW season.
Sydney Swans x Dreame
Dreame, a global tech company has joined the Swans’ nest of brands. The partnership is already live at the Sydney Cricket Ground (SCG) and will be celebrated with fans at a special Swans fan day on 28 March 2026.
Under this partnership, Dreame will leverage the Swans’ strong national presence and passionate fan base to showcase its growing portfolio beyond cleaning, with a stronger emphasis on personal care. The collaboration underscores Dreame’s ambition to bring its integrated “Human–Vehicle–Home–Sky–Earth–Core” ecosystem closer to Australian consumers and households.
“As we continue to evolve from a category leader in home cleaning into a fully-fledged ecosystem‑driven technology brand, Australia is one of our most important strategic markets,” said Stella Qu, head of marketing Australia, Dreame Technology.
“Partnering with the Sydney Swans—a club that embodies performance, innovation, and community – allows us to connect with Australians in a more local, authentic way while we introduce a broader range of Dreame products to everyday life.”
The partnership will feature Dreame branding across high-impact SCG assets, including prominent LED signage and in-stadium activations during Swans home games. Dreame and the Swans will also collaborate on a series of engaging content and experiential initiatives that bring Dreame technology to life, from smart floorcare roaming the club’s headquarters to grooming and personal‑care experiences at key events.
“We’re thrilled to have Dreame on board as a partner for the 2026 season,” said CEO Matthew Pavlich Sydney Swans. “We look forward to working with the team to create unique moments for our members and fans this season, including at our Fan Day at Sydney Swans HQ this weekend.”
Dreame’s partnership with the Sydney Swans is part of the company’s broader vision to build a seamlessly connected smart ecosystem for Australian consumers. By accelerating the introduction of new product categories and investing in local brand‑building, Dreame aims to make advanced technology more accessible, more intuitive, and more integrated into Australians’ daily lives.
The partnership will be activated with a dedicated Swans fan day on 28 March 2026 at Sydney Swans HQ in Moorepark, featuring player appearances, Dreame product experiences and demonstrations, and interactive activities for fans and families. Further details will be announced on the Sydney Swans and Dreame Australia social channels closer to the date.
Netball World Cup Sydney 2027 x Special Event Merchandising
The Local Organising Committee (LOC) for the Netball World Cup Sydney 2027 (NWC2027) has appointed Special Event Merchandising (SEM) as the official licensing and retail supplier for the tournament.
Australian-owned and operated, SEM has been operating for over 30 years where it works with sporting organisations and marquee global events such as the Australian Formula 1 Grand Prix to create and deliver licensed merchandise and retail programs.
This partnership will see SEM design and develop the official NWC2027 merchandise range, oversee the selection and management of licensees and retailers, operate the sales and distribution of product, along with managing a bespoke online store and tournament-time merchandise outlets.
“We are very much looking forward to working with Special Event Merchandising on producing a fan-focused merchandise range that is befitting of next year’s Netball World Cup,” said John Nicholl, general manager of revenue and experience, NWC2027 LOC.
“The Netball World Cup Sydney 2027 has such a striking and purpose-led brand, which we can see translating into a highly impactful and sought after retail range for fans to access irrespective of their location in the world.
“Desirability, sustainability, affordability and quality are all important elements to the Local Organising Committee when developing the merchandise range for the tournament, where we can’t wait to get started on designing the retail range with Special Event Merchandising.”
The 17th edition of the NWC is set to be a thrilling showcase featuring 16 netball nations competing in 64 matches over 12 days from 25 August to 5 September 2027. To be staged in Sydney, the tournament will celebrate netball, elevate the fan experience and build a meaningful legacy for the sport that inspires pride and passion long after the final whistle.
“Special Event Merchandising are incredibly proud to be appointed as the official licensing and retail partner for Netball World Cup Sydney 2027,” commented Stuart Forder, managing director, SEM. “This is a landmark event for global netball and a defining moment for the sport in Australia, and we look forward to contributing to this legacy.
“Our focus is on creating a merchandise program that truly celebrates the athletes, the fans, and the energy of the tournament — combining world class design, sustainable practices, and a seamless retail experience across venues and digital channels, with customer experience at the heart of each interaction.
“We look forward to working closely with the Local Organising Committee and World Netball to deliver a range that fans are proud to wear, collect and remember long after the final whistle.”
The NWC2027 LOC will start the roll-out of the tournament merchandise range from late 2026.
FIFA World Cup x Adidas
Adidas has unveiled the official away kits for all 25 partner federations, including 13 nations who are qualified for the 2026 FIFA World Cup.
Drawing from the unique culture of each nation, the away jerseys reinterpret classic adidas FIFA World Cup aesthetics – such as geometric patterns and stylised vertical lines – in a modern, contemporary style that resonates with fans and athletes alike.
Adidas’ story with football runs deep, from performance on the pitch to cultural influence in the streets. Making its mark on the biggest stage of world football for the first time in 36 years, the adidas Trefoil – adidas’ mark of originality – is printed onto the right side of each chest. With each jersey paying tribute to the football culture of the 90s, reimagined for the demands of the athlete today, and built proudly for the culture and community of athletes and fans that will wear them.
Every jersey tells its own nation’s story with subtle references to unique landscapes, significant dates, art, and architecture, all crafted with best-in-class technologies to balance historic and contemporary design.
“As we approach an immense World Cup, travelling across three incredible host nations, we felt it was a fitting and inspired moment to bring the trefoil back to the biggest stage in world football,” said Sam Handy, GM of football at adidas.
“This is a defining era of football culture. Its style travels more walks of life and pockets of sub-culture than ever before, and the jersey is perhaps the truest representation of this. With that, these designs pay homage to each country, whilst offering all fans a catalogue of football designs that comfortably transcend the pitch and the stands.”
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The full range is crafted for performance, built to support world-class players in high-pressure moments through the varying conditions they will experience across each of three host nations.
To tackle the more intense warm-weather conditions, body-mapped 3D engineered mechanical stretch fabrics incorporate adidas’ latest CLIMACOOL+ materials that kick sweat faster and keep players drier for longer.
The jerseys are also constructed with jacquard fabric to create a more lightweight finish that allows for freer on-pitch movement. Each kit is finished with the classic 3-stripes running down the shoulders, applied via a herringbone stitching pattern designed to help improve breathability and ensure optimal ventilation even in the most demanding climates.
As part of the global launch of its FIFA World Cup 2026 away kits, adidas hosted an immersive event in Los Angeles, bringing together athletes, creators and cultural figures from football, music and street culture.
Taking over the Lower Grand Tunnel in Downtown LA, the brand turned a traditional kit launch into a high-energy street party.
The night featured a performance from Kaytranada and a headline show from Baby Keem, transforming a standstill of cars into a vibrant celebration of football culture.
