It’s been an epic week of sports and sports sponsorship news with Matt Payne and Garth Tander winning the Repco Bathurst 1000 in what has been described as “the greatest Bathurst of all time.”
Payne who crossed the finish line second, was actually awarded the win after PremiAir’s James Golding was handed down a five second penalty for wiping out Cooper Murray with five laps remaining.
The controversy mixed in with the wet and greasy conditions proved a winning success for Seven Network.
Seven’s coverage of Bathurst had the biggest audience since 2016, with more than 4.32 million people tuning in for the Great Race alone on Seven and 7plus Sport on Sunday.
The Ashes is fast approaching and the mind games have already begun with former England cricketer Stuart Broad taking to a BBC Sport podcast to give his thoughts on the Aussie squad.
“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,” Broad said.
The Ashes kick off in Perth in just over a months time.
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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.
On the sidelines, the action is heating up as well.
This week’s Spotlight on Sponsors features U.S giant Under Armour linking up with the Canberra Raiders for the next five years, Iron Mountain signs on as an official partner of McLaren Racing, a golf world record attempt to raise money for the Ronald McDonald House, ENGIE commits to Melbourne United and Old El Paso sponsors the Melbourne Renegades.
Canberra Raiders x Under Armour
U.S athletic performance brand Under Armour has partnered with the 2025 NRL minor premiers, the Canberra Raiders.
This marks the brand’s first official collaboration with an NRL club.
The five-year partnership will see Under Armour become the exclusive high-performance apparel partner of the Raiders’ men’s and women’s programs, covering all official on-field, training and headwear apparel.
The partnership is made possible through Under Armour’s joint venture with ISC Sport, which has enjoyed one of the NRL’s longest-standing partnerships with the Raiders. Together, they will combine Under Armour’s global brand strength, driven by innovation, with ISC’s local operational expertise and speed to market, to deliver high-quality on-field and training apparel for the Canberra Raiders.
From the 2026 NRL season onwards, the Under Armour logo will feature on the shoulders, shorts and socks of the Raiders’ playing kits. The partnership will also deliver a range of marketing, content and fan engagement opportunities across the club’s passionate fan base.
“Partnering with a club of the Raiders’ calibre—fresh from securing the 2025 NRL minor premiership and with its proud history, loyal following and deep community roots—is an exciting milestone for Under Armour as we continue to grow our presence across Australian sport,” said Fernando Reani, head of sales South APAC, country manager Australia.
“As our first NRL club partnership, this collaboration with the mighty green machine perfectly embodies our mission, inspiring athletes with performance solutions they can’t live without.”
Canberra Raiders CEO Don Furner said the partnership represented an exciting new chapter for the club’s on-field and off-field evolution.
“We’re thrilled to welcome Under Armour to the Raiders family,” he said. “Under Armour is synonymous with performance, innovation and excellence—values that align perfectly with our club’s approach both on the field and in the community. Together with ISC, we look forward to taking our high-performance and merchandise program to the next level.”
“The Raiders have always prided ourselves on being a hardworking and united club, and we’re excited to have a partner like Under Armour supporting our players with world-class gear that helps them perform at their peak,” added Raiders head coach Ricky Stuart.
“The team can’t wait to pull on the new kit for the 2026 season.”
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ISC Sport CEO and managing director Jason Schulman said the partnership is a testament to the strong alignment and shared vision between all three organisations.
“Our long-standing partnership with the Raiders has always been built on trust, collaboration and shared values,” he said.
“Bringing Under Armour into this next chapter allows us to combine global performance expertise with ISC’s local delivery capabilities to give the Raiders’ athletes, staff and fans the best in the market.”
The partnership further cements Under Armour’s growing footprint in Australian sport, building on its recent investment in ISC Sport and expanding its reach across team sports nationwide.
ISC are also the apparel partner for the Waratahs in the Super Rugby, so could we see another Aussie sporting club picked up by the U.S giant?
North Melbourne x Chiq
The North Melbourne Football Club is proud to announce a new major partnership with leading consumer electronics brand CHiQ.
The partnership, spanning 2026 and 2027, will see the international company become a co-major partner of the club’s AFL program and a platinum partner of its AFLW program, with their logo to be featured across both sets of playing apparel.
Having operated internationally since 1958, CHiQ is a fast-growing home appliance brand in Australia, specialising in fridges, washers, televisions, and freezers, with its range stocked by major retailers including Harvey Norman, The Good Guys, and JB Hi-Fi.
North Melbourne chief commercial officer Orry Lack said the club is excited to promote CHiQ’s products to a national audience through the partnership.
“It’s fantastic recognition for a global brand like CHiQ to want to partner with the club,” Lack said.
“As a co-major partner of our men’s program, CHiQ’s logo will proudly sit on our matchday guernsey, providing significant exposure to an engaged AFL audience.
“Their products are essential parts of everyone’s household, and we’re pleased to welcome a quality brand like CHiQ into our group of North Melbourne partners.”
CHiQ general manager David Esler said the company is eager to be an active and engaged partner and will provide club fans the chance to win an array of products throughout the year, especially at North Melbourne home matches.
“We are incredibly proud to be a major partner with the North Melbourne Football Club,” Esler said.
“The women’s team has been at the top of their game for the past two seasons, and we believe the men’s program is on the rise. We want to be part of this exciting journey.
“CHiQ products are engineered for excellence and designed for daily life, and we believe we provide a top-quality product that’s accessible to a range of households. By partnering with the Kangaroos, we hope to shine a light on our brand and for AFL fans to consider purchasing our product when they are in the market for their next fridge, washer, or TV.”
CHiQ’s logo will make its debut on club apparel when the men’s team begins pre-season training in early November.
McLaren Racing x Iron Mountain
Iron Mountain has signed on as an official partner of McLaren Racing, with the collaboration kicking off at the 2025 United States Grand Prix.
Iron Mountain will play a key role in McLaren Racing’s digital heritage transformation journey. Its AI-enabled digital platform will help to activate McLaren’s legendary archives—transforming precious historical assets such as pioneering blueprints and vintage film and photography into intelligent, dynamic content.
By preserving, digitising and unlocking the value of these rich assets, McLaren Racing can connect its fans and partners globally to the memories and moments that define the team’s incredible journey, and tell new and inspiring stories that bring them closer to the action than ever before.
McLaren Racing will also benefit from Iron Mountain’s global leadership in secure and efficient management of end-of-life IT assets.
The partnership begins from the 2025 United States Grand Prix, when Iron Mountain branding will feature on both McLaren Formula 1 Team race cars, with additional branding touchpoints throughout the 2025 season and beyond.
Nick Martin, co-chief commercial officer of McLaren Racing said, “Our fans are at the centre of what we do, and we are passionate about sharing our storied past with them. With the integration of Iron Mountain, we will be able to bring to life more of the team’s rich history for our fans and partners as we look to shine a light on the McLaren Racing brand.”
“We are proud to partner with the McLaren Formula 1 Team, which embodies the spirit of innovation and high performance at Iron Mountain,” added Greg McIntosh, executive vice president and chief commercial officer, Iron Mountain.
“Our AI-enabled digital platform will help to fuel new opportunities for success and transform McLaren Racing’s iconic heritage media – protecting these timeless assets for future generations, connecting them to fans and partners, and activating them to unlock value like never before.”
Golf Fanatic x Ronald McDonald House Charities
Brisbane golf fanatic, company director and long-time supporter of Ronald McDonald House Charities, Mick McLoughlin is no stranger to world records—in 2021 he shattered the Guiness World Record by playing 2001 holes in seven days, raising an incredible $342,000 (from a goal of $250k) for sick kids and their families.
Now, he’s at it again, this time, he’s taking on a 24-hour chipping marathon!
From this Friday at 12noon, for 24 straight hours, Mick will attempt to smash another world record—one set in 2002—by chipping over 10,392 golf balls into a target zone at Golf Central in just 24 hours, all to raise vital funds for Ronald McDonald House Charities.
Sam Thaiday, Corey Oates, Josh McGuire, Robbie Dolan (2024 Melbourne Cup winning jockey), Romy Teitzel and others have all chipped in to help Mick on his journey to a second Guiness World Record. They donated golf balls and had a chip with Mick, in the lead up to his World Record attempt!
A Sportsman’s Lunch will take place at Golf Central where the world record attempt is happening. Confirmed to attend include Brisbane Broncos coach Michael Maguire, players Ezra Mam and Josh Maguire as well as Matt Gillett and Wally Lewis. And raffle prizes include a car, a game of golf with Mick, Pat Carrigan and Adam Reynolds.
“I’m aiming to hit at least 11,000 balls, probably more if I can push through. So I’ll need balls in store,” said McLoughlin.
“The difference this time is that it’s a super intense 24 hours, so it will break me in less time. But honestly, that’s not what matters. Just like last time, I’m doing it for the kids and their families. Every ball I chip is a small way of helping give them comfort and support when they need it most.
“My body’s already fairly broken going into this one, I’ve got tendinitis in both arms, tennis elbow, a wrecked left wrist, dodgy left knee, and a stuffed right foot. But other than that, I’m in good shape. It’s going to hurt, no doubt, but if the families I’m supporting can get through what they face every day, then I can dig deep and keep swinging.
“I’d love to see us raise a couple of hundred thousand dollars again. The more we raise, the more families we can help through Ronald McDonald House, and that’s what keeps me going. If I can swing a club 10,000 times in a day to help families with a sick child stay together – I will.”
This attempt will raise funds for every Ronald McDonald House across Australia, providing families with accommodation, support, and care close to their child’s hospital bed.
Melbourne United x ENGIE
Melbourne United has revealed major partner, ENGIE, has extended it’s commitment to the club.
Having come on board in the 2023-24 season, ENGIE have adorned the front of Melbourne United’s jerseys across two Championship series appearances.
ENGIE Australia CEO Shannon Hyde touched on his excitement to have extended the partnership between the global energy leader and Victoria’s premier basketball powerhouse.
“We’re thrilled to extend our partnership with Melbourne United, an organisation that embodies excellence on and off the court,” he said.
“Basketball in Australia continues to thrive, and ENGIE is proud to support a sport that inspires communities and drives positive energy across the country.”
These sentiments were echoed by Melbourne United CEO Nick Truelson.
“It’s been fantastic to have ENGIE’s support over the past two seasons. We’re proud of what we’ve accomplished together so far, and genuinely excited to keep building on that momentum and explore what the future of this partnership can bring.”
Melbourne Renegades x Old El Paso
The Melbourne Renegades are dialling up the flavour this summer both on and off the cricket pitch, announcing a new partnership with Mexican inspired food brand Old El Paso for the
upcoming Big Bash season.
This one-year partnership will see Old El Paso become the club’s official platinum partner (BBL), official partner (WBBL), and official world food partner (BBL), bringing its signature spice to Renegades fans throughout both the WBBL and BBL seasons.
The Old El Paso logo will proudly adorn the BBL squad’s playing sleeve, celebrating two iconic brands shared commitment to fun, family and unforgettable moments on the field and at the table.
Old El Paso, a Mexican inspired brand in Australia, has been bringing vibrant, flavourful meals and shared experiences to Australian families for decades. With tacos being the number one Mexican inspired meal consumed in Australian homes, it’s a fitting partnership given the Melbourne Renegades are the reigning number one team in the WBBL competition.
Fans can anticipate a season packed with playful integrations that will spark debate, flavour, and excitement across Renegades match days and digital channels. Old El Paso will be taking over the
popular Renegades Fan Cam activations on game day, sparking healthy debate with the age-old “Hard vs. Soft Taco” vote that spills over from dinner tables into the grandstands and now the Renegades playing team.
“At Old El Paso we’re all about bringing families together, whether it’s around the dinner table or in the stands. We’re proud to partner with Melbourne Renegades, a club that shares our strong sense of community and connection. To bring an unforgettable summer of cricket this Big Bash Season,” said Surini Perera, marketing director ANZ , Old El Paso.
Melbourne Renegades general manager, James Rosengarten added, “We’re thrilled to welcome Old El Paso to the Renegades. Their focus on bringing people together through food and fun matches perfectly with the way we aim to connect with our fans. Both Old El Paso and the Renegades create and celebrate memorable moments, and together we’ll do just that with our fans across both the BBL and WBBL this season.”
