What a week it has been on the sports marketing front. One of the biggest headlines of the week was wine brand Y Series pouring themselves into the NFL. This touchdown partnership marks Y Series largest sporting partnership to date and the NFL’s first-ever wine partner in Australia.
The multi-year agreement includes Y Series becoming the official wine partner of the 2026 NFL Melbourne Game this September, bringing Australian wine to the heart of game day through experiential activations, in-game branding and game day pours at the Melbourne Cricket Ground (MCG) and associated events
On the field, St George Illawarra Dragons have sacked its head coach Shane Flanagan after the club started the season with seven straight losses. He becomes the second coach to lose his job this season.
Assistant coach Dean Young has stepped into the interim role.
Young spent 10 seasons at St George Illawarra as a player, won a comp with them in 2010 and served as the clubs’ interim coach for six matches in 2020.
He now faces the mammoth task of trying to salvage something from a season that is threatening to spiral out of control.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
Other than the NFL, other headlines this week have been The Commonwealth Bank becoming the founding partner and official bank of the Brisbane 2032 Olympic and Paralympic Games, Colgate has extended its partnership with the AFL and Nissan has revved up its partnership with Australia, motocross champion, Daniel Sanders.
Brisbane 2032 x CommBank
The Commonwealth Bank has become the founding partner and official bank of the Brisbane 2032 Olympic and Paralympic Games, supporting a defining moment on home soil and helping deliver lasting economic and community benefit. In addition to this partnership, CommBank is also the premier banking partner for the Australian Olympic Committee, Paralympics Australia and the Australian Olympics and Paralympic teams.
Our cluey readers would have noticed that CommBank has come on board six years before the Olympics grace Brisbane. That’s no accident, for head marketer Boundy, the Games provides a unique opportunity. The Olympics, she told B&T, will “create such a great impact for the country, and we wanted to come on board early to start to drive some of the great benefits for the nation”.
Brisbane 2032 is expected to drive significant economic activity across Queensland and the broader Australian economy, while showcasing the country on the global stage. It offers unparalleled attention, too, with around five billion people tuning in for the Paris 2024 Olympic Games.
Independent analysis commissioned at the time of Brisbane’s bid estimated up to $17.6 billion in national economic benefit and $8.1 billion for Queensland over a 20-year period over the life of the Games and its legacy impacts. Additionally, analysis projected the Games to support more than 120,000 full-time equivalent jobs, across construction, tourism, hospitality and event delivery.
For Boundy, the play goes well beyond sponsorship optics, with a focus on long-term national and commercial impact. The fact that CommBank only operates in Australia has not deterred Boundy from inking the deal with the global sporting competition.
“This is all about leaving a really big, lasting legacy and impact for Australia. There’s $2.5 billion of goods and services which has been identified that will need to be procured in part of building towards the game. So how do we come up more early to help our small business customers put their best foot forward for that? How do we help the government with the infrastructure build? How do we help our customers think about, you know, how they’re going to participate in with the game. That’s why it’s so much more than a logo on a sporting outfit,” she added.
CommBank is no stranger in the sporting space, it is the largest supporter of football in Australia’s history and it sponsors CommBank Stadium, supporting the communities of Western Sydney.
Boundy lifted the lid on how the bank weighs up its sporting partnerships, explaining that it looks beyond logos and leagues to where it can drive the greatest national impact.
“This global tournament has a significant impact. When we look at sponsorships and partnership strategies, we don’t just look at one particular component. We do an assessment and we look at where can we have the biggest impact for the country, and that’s whether that includes the economy, includes our communities, it’s where we can have the biggest impact for our customers. And when we were assessing this opportunity, it was evident that it ticked all of those boxes,” she said.
AFL x Colgate
Colgate has extended its partnership with the AFL, with the iconic brand continuing as the official smile of the AFL.
Building on a successful collaboration that inspires confidence and celebrates resilience across the game, Colgate will now add naming rights to the AFL Brownlow Medal Red Carpet, now known as the Colgate Red Carpet, featuring the popular Colgate Sparklebot front and centre on football’s night of nights.
At the heart of the partnership is a shared belief that all Australians deserve a future they can smile about. Through its support of players and communities at all levels of the game, Colgate helps foster the confidence and resilience needed to take positive action on and off the field.
“We’re delighted to announce Colgate’s extension as an Official Partner of the AFL, continuing as the Official Smile of the AFL,” said AFL executive general manager customer, commercial and technology Bec Haagsma.
“Continuing to bring confidence and encouraging everyone to smile strong will be fitting connection on the AFL’s biggest night with the Colgate Red Carpet and Sparklebot at the Brownlow Medal.”
“At Colgate, we believe a healthy smile unlocks confidence and helps people perform at their best, both in footy and in life. Extending our partnership with the AFL as their Official Smile allows us to champion oral health while celebrating the confidence and ‘Smile Strong’ spirit that defines the league,” said Anand Taparia, senior director, marketing South Pacific at Colgate-Palmolive.
“We’re proud to continue inspiring fans and players alike through meaningful stories such as Patrick Cripps’ and activations in the biggest games”
To celebrate the renewed partnership, Colgate has launched its new hero film featuring Carlton FC captain Patrick Cripps. The campaign highlights the importance of oral health, tracing Cripps’ journey from Northampton in the mid-west region of Western Australia to starring in Australia’s biggest sporting stage.
Colgate will also activate during the 2026 Toyota AFL Finals Series, with LED at select matches and in game activations during all minor finals.
NFL x Y Series
South Australian wine brand Y Series has been named the official wine sponsor of the National Football League (NFL) in Australia and New Zealand, marking Y Series largest sporting partnership to date and the NFL’s first-ever wine partner in Australia.
The multi-year agreement includes Y Series becoming the official wine partner of the 2026 NFL Melbourne Game this September, bringing Australian wine to the heart of game day through experiential activations, in-game branding and game day pours at the Melbourne Cricket Ground (MCG) and associated events.
Extending the excitement beyond the stadium, a limited-edition Y Series x NFL range will be available nationally later this year, along with an exclusive consumer promotion offering two Australian fans the opportunity of a lifetime: a bucket-list trip to Super Bowl LXI in Los Angeles next February.
Karl Martin, chief executive officer of Hill-Smith Family Estates, said the partnership with the NFL marks a bold, long-term play for the future of wine, tapping into one of the world’s most
powerful entertainment platforms to drive cultural relevance and growth.
“This partnership with the NFL puts Y Series right where people want us – in big moments, shared rituals and time spent together. It’s about bringing wine into high-energy environments and showing up as part of how people celebrate, connect and unwind, on game day and beyond.”
The announcement comes as the NFL prepares to host its first-ever regular season game in Australia, with the Melbourne Cricket Ground set to welcome fans on 11 September.
Charlotte Offord, general manager of NFL Australia and New Zealand, said the Y Series partnership supports the league’s focus on creating local connections and meaningful experiences for fans.
“As we continue building towards our first-ever regular season game this September, we’re proud to be joining forces with Y Series to bring great Australian wine to the heart of game day. With a rapidly growing fan base across the region, this partnership helps us create memorable, local experiences that bring fans together, and enhance how people celebrate the NFL in Australia.”
Daniel Sanders x Nissan
Following a gruelling 2026 Dakar Rally campaign, where he pushed through injury and adversity to finish in the top five, Australia’s 2025 Dakar Champion, Daniel Sanders, has continued his journey with Nissan Australia, renewing his ambassador role for a fourth consecutive year as the partnership accelerates into a new chapter alongside the new 2026 Navara PRO-4X.
Known for tackling some of the world’s toughest terrain with a distinctly Australian spirit, Sanders and Navara owners share a mindset defined by resilience, grit, and capability. Both embody a practical approach, facing challenges head-on, whether on remote tracks, or in everyday life, and are driven by a shared passion for adventure.
“For me, this partnership has always made sense,” said Sanders. “Nissan builds vehicles that can handle the same conditions we face competing, as well as those on the farm. The Navara is tough, reliable and ready for anything, which is exactly what you need when you’re chasing big goals.”
While the world sees the podium finishes, the real story starts long before race day. Early mornings, late nights, and countless hours of fine tuning behind the scenes are what define Sanders’ journey, representing a mindset shared by many Australian ute owners, those who put in the work when no one’s watching.
Off the track, Sanders doesn’t switch off. Growing up in regional Australia and remaining closely connected to life on the land, he understands the importance of reliability and it’s here where the parallels with Navara owners are strongest: people who rely on their vehicles day in, day out, to get the job done.
“We love working with Daniel because he truly embodies the Nissan Australia brand, hardworking, honest and driven. We share a belief in overcoming challenges with a positive attitude and always striving to achieve our goals,” said Nissan Oceania managing director, Steve Milette.
“Daniel represents the kind of grit we see in Navara owners across Australia every day. It’s not just about performing when things are going well and pushing through tough conditions. Getting the job done when people are counting on you. That’s what Daniel does, and it’s exactly what Navara is built for.”
