Tradie’s limited-edition sports drink has taken the NRL by storm, but the biggest story of the week was, of course, the Matildas.
The stage is officially set in the AFC Women’s Asian Cup grand final, where the Matildas will play host to Japan after defeating defending champions, China PR 2-1 in the semi-final.
On Saturday night, superstars Caitlin Foord and Sam Kerr scored either side of half-time to secure Australia’s spot in the grand final.
The Matildas had to wait until last night to find out who it would be facing in the big dance. The players will have their work cut out for them when they face an impressive Japan outfit, who completely outclasses South Korea overnight 4-1.
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 soccer pitch and checking in with what is going on commercially, Melbourne Storm and Tradie have unveiled a campaign with a star-studded line-up for its newly released drink, NBA have ran it back with old foe Sprite, Sports Direct has laced up with Sydney FC for the rest of the season and the NBA House has announced its Aussie debut.
Melbourne Storm x Tradie
Melbourne Storm and premium partner Tradie have joined forces in an exciting new venture, creating a limited edition sports drink. A fun take on having ‘Something in the water’ with the clubs very own bottle of ‘Stormwater’ as the 2026 NRL season moves into full swing.
Released on Tuesday, Melbourne Storm’s new brand positioner encourages fans to ‘Drink Differently’, and the drink stunt and collaboration is the first of its kind in the Australian sports market, with a fully branded Melbourne Storm bottle carrying a crafted purple Blackcurrant Thunder Storm flavour.
The collaboration kicked off online with a launch video featuring Melbourne Storm captain Harry Grant alongside stars Jack Howarth and Tyran Wishart. Content creators Shrey and Checkers of Marmalade also star in the video after being part of Tradie Brand’s 2025 TVC series.
Storm fans keen to get their hands on a bottle can do so by attending Friday night’s blockbuster Grand Final rematch against the Brisbane Broncos at AAMI Park, to go in the running to win a year’s supply of the limited edition drink.
Alternatively, the purple army can also score a bottle of Stormwater by signing up online to go in the running to win or be on the look out around Melbourne in the lead up to Friday night’s match.
The collaboration between the two brands, culminating in the limited edition product, has been the next evolution of the partnership between Storm and Tradie after continuing to push the boundaries in Tradie’s trademark style in recent years as part of several out of home campaigns.
“We’re proud of our partnership with Melbourne Storm and know the passion of the Storm faithful goes far beyond the field of play,” said Tradie founder and CEO Ben Goodfellow.
“We expect Stormwater to be a hit and our hope is that we’ll be able to stock these for purchase across outlets in Melbourne later in the season.”
“It’s been fantastic to work on this project and join forces with Tradie to create a fun, fan focused activation that resulted in a limited edition product that our members and fans can enjoy,” said Tayah Bot, Melbourne Storm chief commercial and customer officer.
“We’re looking forward to a massive match and big crowd at AAMI Park on Friday night and this collaboration adds to what is already a big week of Storm activity in Melbourne.”
NBA x Sprite
The National Basketball Association (NBA) and The Coca-Cola Company has rekindled a global marketing partnership, bringing Sprite back as the league’s official global soft drink partner.
Sprite reclaims its partnership with the NBA that was previously held by PepsiCo’s rival citrus brand Starry.
The agreement marks the return of one of the NBA’s most iconic brand collaborations, reuniting two names that have shared a deep connection to basketball culture for decades. Sprite will serve as the exclusive soft drink partner of the NBA across a global footprint.
The Coca-Cola Company first partnered with the NBA in 1986, and for nearly three decades, Sprite helped shape how basketball connects with fans across sport, music, fashion and self-expression.
From the cultural impact of ‘Obey Your Thirst’ in North America, to streetball tournaments in Asia, player-led collaborations in Latin America, and culture-driven activations across Europe and Africa, Sprite’s heritage within basketball culture spans generations and continents.
Sprite also served as the title sponsor of the Slam Dunk Contest at NBA All-Star from 2003-2016. Together, Sprite and the NBA helped define how brands show up authentically in the culture surrounding the game.
“Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide,” said Kerry Tatlock, EVP global marketing partnerships and media, NBA. “We’re thrilled to welcome Sprite back to the NBA family and look forward to collaborating together on new ways for fans to experience the game.”
“Basketball is central to the DNA of Sprite,” said Manolo Arroyo, EVP and global CMO, The Coca-Cola Company.
“Reuniting with the NBA is about co-creating what’s next – experimenting with new fan experiences, exploring emerging formats and meeting the next generation where they are. Basketball is not just a game; it’s a global cultural engine, and Sprite, together with the NBA, will help to fuel the moments and memories that drive it.”
Deepening its commitment to athletes who embody bold originality and individuality, Sprite is continuing to build on its existing relationship with 2026 NBA All-Star Game MVP Anthony Edwards. Edwards represents a new generation of global stars whose influence extends beyond the court, making him a natural partner for Sprite.
“I love that Sprite has always been a brand that pushes you to do things your way,” commented Edwards, Minnesota Timberwolves guard. “Being a part of this legendary partnership between Sprite and the NBA is incredible. I’m excited to represent the brand and show the next generation the power of staying true to yourself.”
Under the new agreement, Sprite will activate across NBA’s biggest global stages, including league tentpole moments, as well as international events like NBA Global Games. Through the partnership, fans will see immersive experiences, custom content series on NBA platforms, and exclusive promotions that bring them closer to NBA fandom.
The renewed collaboration builds on recent momentum, including the introduction of co-branded, limited-edition Sprite cans featuring select NBA teams in participating markets—giving fans a new way to celebrate their local fandom and regional pride.
Through integrated global marketing campaigns, digital-first storytelling, retail programs and in-market fan experiences, Sprite will connect the energy of basketball directly to ultimate refreshment.
The partnership builds on Sprite’s existing relationships with the NBA family, which include team partnerships with 17 NBA teams.
Sydney FC x Sports Direct
Sydney FC has linked up with retailer Sports Direct, who will join the Sky Blues until the end of the A-League 2025–26 season.
The partnership will see Sports Direct engage directly with Sydney FC’s passionate fanbase through a range of in-stadium, digital and experience based activations designed to enhance the matchday and bring supporters closer to the game.
As part of the agreement, Sports Direct will feature prominently across Sydney FC’s digital channels with a series of dedicated social media posts and branded content throughout the remainder of the season.
The collaboration will also include appearances from Sydney FC players, giving fans the opportunity to meet some of the club’s biggest stars through special activations and promotional opportunities.
Sports Direct branding will appear at Allianz Stadium on matchdays through LED signage, television commercial placements and digital stadium assets, alongside dedicated women’s matchday signage and digital sidebar activations.
The brand will also host guests at Sky Blues fixtures with matchday ticket allocations and premium hospitality experiences in the Sky Blue Lounge.
Supporters will also benefit from a number of unique experiences created through the partnership, including exclusive “money-can’t-buy” opportunities that will give fans behind-the-scenes access to the club and unforgettable matchday moments with players and staff.
The partnership will also bring interactive entertainment to Allianz Stadium.
At the Sydney FC home match on Sunday 22 March, Sports Direct will host a big-screen crowd activation where fans will have the chance to win one of ten $100 Sports Direct vouchers.
In addition, one lucky supporter will be given the opportunity at half-time to win a $1,000 Sports Direct shopping spree.
Sydney FC GM commercial and marketing Matt Pound welcomed Sports Direct to the club.
“We’re delighted to welcome Sports Direct into the Sky Blue family as our Official Sports Retailer,” he said.
“Sports Direct is a globally recognised brand and this partnership will allow us to create exciting opportunities for our Members and fans, both digitally and on matchdays at Allianz Stadium.
“We’re looking forward to working closely together across the remainder of the season to deliver engaging experiences for supporters and to connect Sports Direct with the passionate Sydney FC community.”
This partnership comes at a pivotal time for Sports Direct as they continue to expand their physical footprint. Most recently, the brand celebrated the launch of its first Sydney store, a premier flagship location, in the newly renovated Chatswood Chase Shopping centre.
NBA House Debuts On Aussie Shores
The National Basketball Association (NBA) is bringing the NBA House, an immersive basketball experience and fan event to Australia. Debuted for the first time at The Timber Yard in Melbourne, the NBA House will be open from Thursday, 14 May 14 – Sunday, 17 May in celebration of the 2026 Playoffs.
NBA House Australia will feature more than 6,000 square meters of interactive basketball and pop culture experiences for fans of all ages.
Operated by Seeker Agency, NBA House Australia will feature: live viewing parties of NBA Playoff games; meet-and-greets with NBA player or legend and team entertainers who will be announced in the coming weeks; appearances by local celebrities and influencers; basketball skills challenges; an immersive game zone where fans can play the NBA 2K26 video game; photo opportunities with the Larry O’Brien Trophy; music, DJs, food and beverages; a pop-up retail store with exclusive merchandise; and official NBA partner activations and giveaways.
“Bringing NBA House to Australia will energise our fanbase at a time where the momentum around basketball has never been greater,” said NBA Asia head of strategy Rajah Chaudhry.
“NBA House has delighted fans all over the world, and we look forward to what will be a multi-day celebration of basketball and the NBA for fans in Melbourne as we approach the pinnacle of the season.”
Additional information about NBA House will be announced at a later date.
NBA House Australia follows previous editions of NBA House held in Brazil, Canada, China, France, India, Mexico, the U.S., and the UK.
