The NRL season might have wrapped up some time ago, but the sport is still dominating headlines. For the first time since 2003, the Australian Kangaroos returned to Britain to take on the English in the rugby league Ashes.
To no surprise, the Kangaroos belted the Brits 26-6, off the back of another spectacular Reece Walsh performance. In the fullbacks international debut he ran for 243 metres, crossed the stripe twice and saved a couple as well.
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Australia’s summer of cricket has officially begun with the Aussie men beating India 2-1 in a three game One Day International (ODI) series.
Australia took the first two games in low scoring affairs off the back of some handy bowling performances lead by Josh Hazelwood and Adam Zampa. But it was the Aussies inconsistenbt batting that finally caught up to them in the final game on Saturday at the Sydney Cricket Ground (SCG). Australia batted first and got rolled for 236, with veteran Rohit Sharma chasing it down (practically single-handedly) with an unbeaten 121 not out. Sharma was the only player all series to bring up the triple digits.
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 glitz and the glamour of Reece Walsh and Adam Zampa, the sponsorship world is too putting on a show.
This week’s Spotlight on Sponsors features Steeden departing from the Wests Tigers after five years, Melbourne Storm inks deal with Budget Direct as the club’s first and only platinum partner, Under Armour being extremely busy signing on with both the NSW Waratahs and Hawthorn Hawks, and Fanatics and AFL relaunch the Junior and Youth Girls Uniform Grants Program.
Wests Tigers x Steeden
The Wests Tigers have revealed that the clubs official apparel partner Steeden, will be departing the club on Friday, October 31, following the natural completion of the current contract term.
Steeden—who joined the Tigers ahead of the 2021 NRL season—has been a committed supporter of the Wests Tigers at all levels, supplying its on and off field range to the NRL, NRLW and Pathways programs.
A long-time supporter of the game and a brand synonymous with rugby league, Steeden has been a valued partner of the Wests Tigers for the past five seasons.
Wests Tigers chief commercial officer, Peter Lang thanked Steeden for its great work over the course of the partnership.
“Steeden has been a fantastic partner to work alongside, and we sincerely thank them for their support of the Wests Tigers,” he said.
“We’ve appreciated their partnership with our club over the course of the last 18 months, during what’s been a time of significant change.
“In delivering our iconic jersey—in particular the club’s first ever NRLW jersey—Steeden will remain an important part of Wests Tigers history.”
The club thanked Steeden for its contribution over the past five seasons.
An announcement on the Wests Tigers official apparel partner for the 2026 NRL and NRLW seasons will be made in the near future.
Melbourne Storm x Budget Direct
Melbourne Storm has announced a partnership with Budget Direct as the club’s first and only platinum partner.
Including recognition as the official insurance partner, the new sponsorship category encompasses the Budget Direct logo on apparel, training ball and signage, as well as community support initiatives and several still under wraps sponsorship concepts that reflect Budget Direct’s highly innovative approach to partnerships.
“We are incredibly excited to partner with Melbourne Storm in this first and only Platinum Partnership with the Club. To us, this represents an opportunity to support the growth of rugby league in Victoria with one of the most dominant teams in the modern NRL era,” said Jonathan Kerr, Budget Direct chief growth officer.
“We are working closely with Storm to bring something different to the game this season and can’t wait to reveal some new initiatives that are sure to further cement the Club in the hearts of fans and capture the attention of the wider sports loving Victorian public, too.”
In this new era for both organisations, Budget Direct will further support the club’s expanding presence across Victoria as an official community partner, helping to grow and strengthen grassroots rugby league throughout the state. The partnership will support the delivery of Storm’s community programs and initiatives in schools and clubs across Melbourne and regional Victoria.
“We are delighted to welcome Budget Direct on board as Melbourne Storm’s first Platinum Partner. As a trusted Australian insurance provider, Budget Direct’s commitment to innovation and continued growth aligns perfectly with our Club’s vision for sustained success in the years ahead,” added Melbourne Storm CEO, Justin Rodski.
“We look forward to working with Budget Direct to bring fresh energy and engaging experiences to our members, fans, and the wider rugby league community throughout Victoria.”
Waratahs x Under Armour
The NSW Waratahs are charging into a new era of rugby performance, with a three-year partnership with global athletic performance brand and sports house, Under Armour.
Commencing November 1, the partnership will see Under Armour become the official high-performance apparel supplier for both the Waratahs men’s and women’s programs across the 2026–2028 seasons. Following the partnership with the Canberra Raiders in the NRL, this agreement marks Under Armour’s first involvement with an Australian Rugby Union team, underscoring the brand’s commitment to performance innovation and athlete-focused design.
From the roar of the crowd at Allianz Stadium to the intensity of every tackle and the drive of every scrum, Under Armour’s gear will help the Waratahs perform when it matters most. The Under Armour logo will feature prominently across the Waratahs’ playing kits, on the chest, shorts and socks representing a bold new chapter for the team’s on-field identity.
Fernando Reani, Under Armour Australia country manager and head of sales south APAC, said the partnership represents a powerful meeting of shared ambition at an exciting time for Australian rugby.
“Under Armour is proud to partner with the NSW Waratahs, empowering athletes to train harder, move faster and perform at their best,” he said. “The Waratahs are one of the country’s most iconic rugby teams, with an exciting playing group that includes several Wallabies. As we look ahead to a Rugby World Cup on home soil, we couldn’t be more proud to back a team that embodies the passion and performance that make rugby so special.”
For the Waratahs, the partnership goes far beyond a logo on the jersey, it’s a commitment to driving standards on and off the field. “This partnership with Under Armour is about performance, pride, and pushing the limits,” said Adam Fulepp, general manager of the NSW Waratahs.
“Under Armour shares our values of innovation, excellence and passion for rugby. This collaboration allows us to elevate the entire Waratahs experience for players and fans. We’re excited to see what we can achieve together over the next three seasons.”
Players are already feeling the difference. The new range has been designed to meet the physical and mental demands of elite rugby, from training sessions in the heat to last-minute pushes at the try line. “Having gear that lets me move freely, train harder, and push my limits makes a real difference,” commented Charlie Gamble, NSW Waratahs player.
“Every tackle, pass, and sprint counts, and Under Armour understands what it takes to perform at the top level. I’m proud to represent the Waratahs in apparel that reflects our strength, pride, and commitment and it’s great knowing our fans will be wearing the same performance gear we trust on game day.”
Beyond the pitch, the partnership will also deliver a range of marketing content and fan engagement initiatives, deepening connections with the club’s passionate supporter base and bringing fans closer to the action. It also marks another milestone in Under Armour’s partnership with leading teamwear and apparel provider ISC Sport.
“ISC Sport is proud to play a central role in bringing Under Armour’s world-class performance innovation to Australian Rugby.” explained ISC Sport CEO and managing director Jason Schulman.
“As Under Armour’s teamwear and apparel partner in Australia we’re thrilled to help power the Waratah’s into a new era, delivering gear that embodies the precision, durability and performance athletes demand at every level.”
Through this collaboration with ISC Sport, Under Armour continues to expand its footprint in professional sport nationwide, delivering performance gear and fanwear to athletes and supporters
across codes.
Together, Under Armour and the NSW Waratahs are redefining what it means to perform, setting a new benchmark for Australian rugby built on drive, discipline and determination.
Hawthorn FC x Under Armour
You can’t have the Winter sporting landscape locked down without the AFL. Never fear, Under Armour has taken flight with the Hawthorn Football Club in a five-year partnership.
Under Armour will serve as the official high-performance apparel and footwear partner of the Hawks, powering the club’s pursuit of excellence on and off the field. The Under Armour logo will feature prominently on the neckline of the AFL guernsey, a visible mark of the collaboration between Under Armour, ISC Sport and Hawthorn Football Club, three organisations committed to excellence, innovation, and athletic achievement.
Beyond the guernsey, the partnership extends to goal celebration signage, LED and static match-day assets, ticketing, hospitality, and other fan experiences, bringing players, supporters, and the brand closer together than ever before.
For Reani, the partnership represents the perfect alignment of high-performance ambition and sporting tradition.
“AFL is one of Australia’s most intense sporting codes and Hawthorn FC embodies the grit, skill and team spirit that Under Armour stands for,” he said. “We’re proud to support a club with a proud history and a young, ambitious playing group that’s building towards greatness. From every contested mark to every roaring goal at the MCG, we’re thrilled to back the Hawks as they chase success over the next five seasons.”
The collaboration reinforces Under Armour’s commitment to Australian sport, building on its expertise in high-performance design and strong foundation established through its joint venture with ISC Sport. Together, Under Armour and ISC continue to support and deliver world class apparel solutions to elite teams across the country.
Schulman said the partnership showcases the strength of the collaboration between Under Armour and ISC, in supporting Australian sport.
“This partnership reflects the power of combining Under Armour’s innovation with our established reputation in performance teamwear,” he commented. “It also adds to Under Armour’s growing roster of Australian team partnerships, following recent collaborations with the Canberra Raiders and NSW Waratahs. We are united in delivering gear that enhances performance on and off the field while ensuring clubs like Hawthorn FC benefit from a global sports brand with the added strength of a trusted local network.”
For Hawthorn, the partnership with Under Armour represents a shared commitment to developing players, engaging fans and raising standards across the club.
Ashley Klein, CEO of Hawthorn FC, said the collaboration would elevate every aspect of the Hawks’ operations, “Under Armour is a brand built on pushing boundaries and striving for greatness – something our club and our people resonate with.
“We look forward to wearing Under Armour with pride from the 2026 season onwards, and we know our members and fans will be just as excited about what’s to come.”
From the roar of the crowd at the MCG to the precision of every kick and handball, Under Armour is ready to lift the Hawks to new heights, combining innovation, discipline, and determination to create the ultimate performance environment.
AFL x Fanatics
The AFL, in partnership with Fanatics has brought back the Junior and Youth Girls (JYG) Uniform Grants Program, reaffirming a shared commitment to building inclusive and welcoming environments for junior and youth girls across all levels of community football.
With $250,000 of funding available nationally, the program strives to help more girls feel confident and included to play in community football by giving their leagues, clubs and umpire associations the means to provide gender appropriate uniforms.
Eligible applicants can access funding to replace traditional white shorts with more suitable alternatives, or to purchase playing and umpiring uniforms specifically designed for girls—practical changes to ensure junior and youth girls feel supported to stay in the game.
With a vision to attract, retain and encourage girls’ participation in Australian Rules Football, the JYG Uniform Grants Program supports the league’s ambitions set in the Women and Girls Action Plan which seeks to progress the game, striving for equal participation in grassroots football by 2030.
As the NAB AFLW celebrates its milestone 10th season, Fanatics is helping the game grow, with more junior and youth girls picking up a footy than ever before.
Since the inception of the AFLW, women and girls’ participation has grown by more than 200 per cent, advancing the game at all levels, with more than 3,500 women’s and girls’ teams now competing in community football nationwide.
AFL executive general manager of game development, Rob Auld said the program is an important part of the league’s ongoing efforts to create welcoming spaces for girls in community football.
“When girls feel comfortable and confident, they’re more likely to stay involved and thrive in our game,” he said.
“On behalf of the AFL, I’d like to thank Fanatics for their support to create a meaningful program that empower more junior and youth girls to lace up their boots and pick up the footy. With a commitment to progressing the game, ultimately achieving equal participation in grassroots football by 2030, simple changes such as offering gender appropriate uniforms make a profound impact to empower girls to participate across all levels of Aussie Rules.”
Fanatics director of business development ANZ, Tyler Emsden added that Fanatics is to proud continuing the supporting initiatives that strengthen pathways for girls in sport.
“Fanatics is proud to play a part in helping breakdown barriers and ensure girls can not only participate, but thrive in the game they love,” he commented.
“Partnering with the AFL on this program allows us to help create more inclusive environment across community football, so that every girl can feel confident to take the field.”
Announced in 2023, the JYG Uniform Grants Program is part of a 10-year partnership with the AFL. Applications for the 2025 program are now open to junior and youth girls, including teams, umpires and competitions under the age of 18 and will close on Monday, November 24.
