What a week it’s been for sport and the business behind it. Off the field, the biggest play came from the Perth Bears, locking in another major partner before they’ve even taken a single step onto the NRL stage.
On the field the biggest headline of the week came from the Northern Beaches, with Manly Warringah Sea Eagles sacking coach Anthony Seibold four rounds into the season. Cult hero Kieran Foran stepped into the role creating history as the coach with the shortest turnaround from player to head coach. His last game in the NRL was 208 days before he took the head job.
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On the football pitch, the Socceroos has farewelled its fans on Aussie soil with a 5-1 victory. It was the Australians’ final match at home before the World Cup in North America kicks off on June 11.
The Socceroos’ second half substitutes produced an inspired burst, to lead them to a four goal win over Curaçao in Melbourne.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
Zooming back in on the side lines XFM has jumped into the drivers seat of the Perth Bears, the Cronulla Sharks NRLW team has snatched up two back of shorts sponsors, Budget Direct has increased its community support with the South Sydney Rabbitohs and American Express has stepped on the basketball court with the NBA.
Perth Bears x XFM
Perth Bears has gone and done it again. The newest addition to the NRL competition has clawed yet another commercial partner without stepping foot onto the footy field.
Nation-wide transport and logistics specialists Xpress Freight Management is the latest major partner to sign with the Bears. The logistics specialist has snatched up the sternum spot on the franchise’s jersey (when its released).
Established by West Australian-born Les Sharp, XFM is a freight, logistics and transport provider with a national presence that operates in all major states.
The three-year deal will see XFM proudly feature on the Perth Bears jersey and will play an active role in working with the club to support community initiatives in Perth and the regions.
Perth Bears CEO Anthony De Ceglie said he was thrilled to be partnering with a company whose rapid growth mindset mirrored the footy club’s own ambitions.
“We are honoured to have the backing of yet another great Australian company who can see the opportunity to support us in our journey to making a meaningful difference both in the game and in our communities,” he said.
“The Perth Bears are the most exciting story in Australian sport – primed to enter the
most-watched code in the nation at a moment when there has never been a better time to support a club.”
“As a proud West Australian, it’s an incredibly proud moment to partner with the Perth Bears at the very start of their journey,” added Les Sharp, founder and CEO of XFM.
“XFM has grown through hard work, ambition and a strong connection to community… values that align perfectly with what the Bears stand for.
“There’s a real synergy in our stories. Both organisations have foundations in Sydney and a strong presence in Western Australia, bringing together east coast heritage with a genuine commitment to the WA community,” said Sharp.
We’re excited to be part of something special, supporting the club, its people and the wider WA community as they build toward their inaugural NRL season.”
Cronulla Sharks x Carpark King, Gold Management Building & Facilities
The Sharks will have two strong local businesses behind them in 2026 and 2027 with Carpark King and Gold Management Building & Facilities signing on as NRLW back-of-shorts sponsors.
Carpark King (right-back of shorts) and Gold Management Building & Facilities (left-back) and have joined a valued list of NRLW partners helping spur the club’s female athletes to greater heights as NRLW team circle a maiden premiership.
With Carpark King based in Heathcote and Gold Management servicing the Sutherland Shire, both businesses understand the Sharks’ importance to the community and the vast opportunities for the women’s game in the region.
“As we gear up for another thrilling season, we’re pleased to welcome Gold Management and Carpark King into an esteemed group of NRLW partners,” said Kylie Lucas, Sharks general manager of partnerships and hospitality.
“Both businesses have been proud supporters of our club previously; Gold Management as a player sponsor and Carpark King as a signage partner. We’re thankful to have them on board with our women’s program for the next two years.
“We still have exciting sponsorship opportunities available for 2026 on our NRLW apparel – front of shorts, jersey sternum and jersey top-back – which offer national brand exposure within the fast-growing women’s game.”
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With the Sharks preparing to enter its fourth season in the NRLW, having reached the preliminary finals last year and the decider in 2024, the club’s newest partners are delighted to support a powerhouse team on its trailblazing journey.
“Gold Management is proud to partner with the Cronulla Sharks NRLW team for the 2026 and 2027 seasons,” said Joshua Sarkis, managing director of Gold Management.
“The club plays such an important role in the Sutherland Shire, and being part of something that inspires young athletes and brings the community together is what excites us most. We’re looking forward to supporting the players and celebrating the growth of women’s rugby league alongside the Sharks family.”
“Carpark King is excited to partner with the Cronulla Sharks NRLW program for the 2026 and 2027 seasons,” added Alexandra Levings, general manager of Carpark King.
“The club’s commitment to the women’s game and its strong community ties make this a natural fit. We’re proud to support the players and be part of the journey over the next two years.”
South Sydney Rabbitohs x Budget Direct
From Maroubra to Redfern and across the region, Budget Direct is backing South Sydney footy in more ways than one through a major new community investment program.
The Budget Direct Grassroots and Growth Program will support more than 7,000 young players, plus their local clubs, investing in grassroots participation from the ground up. The Program spans the South Sydney Junior League, Rabbitohs Touch, and Rabbitohs Oztag, and includes investment in the sporting competitions alongside the provision of vital equipment like goal post pads, corner post pads, and marquees which clubs can use for the 2026 season and beyond.
Budget Direct celebrated this flagship community investment program at the Rabbitohs recent Come and Try Day, with additional branded merchandise and ticket giveaways, helping local clubs drive community engagement and encourage sign-ups for the upcoming junior sports season.
“Community footy is part of the fabric of South Sydney. Every weekend, local clubs bring families together, get kids active and outdoors, keep small businesses going, and create real community connections that protect young people’s wellbeing,” said Jonathan Kerr, chief growth officer at Budget Direct.
“The Budget Direct Grassroots and Growth Program with South Sydney is another way we can give back to the local community and hopefully provide thousands of families with improved access to local footy, better resources for their clubs, and more opportunities for their children to participate in community sport.”
“Community clubs are the beating heart of footy. Kids fall in love with the game the moment they pull on a jersey and run out onto their local field. Budget Direct’s investment is giving back to what makes our game so special – helping to develop the next generation of players and fans and ensuring kids across South Sydney have the chance to experience the game,’’ said Rabbitohs CEO Blake Solly.
Budget Direct’s commitment extends to every aspect of the game, including the new exclusive apparel partner of the South Sydney District Rugby League Referees Association.
“You can’t have grassroots footy without referees. They’re out there every weekend, keeping our players safe, games fair, and games running across South Sydney. Supporting them feels like a natural extension of our commitment to the local community,” said Kerr.
The Referee Association provides training, structured development pathways, and mentorship for aspiring and experienced officials alike. As the exclusive apparel partner, Budget Direct will support the Association to continue their crucial work in developing and supporting referees across South Sydney.
Budget Direct’s multi-faceted approach to sporting sponsorship extends beyond traditional jersey branding to deliver tangible community outcomes through grassroots investment, referee support, and youth participation programs.
In addition to this grassroots support for South Sydney, the Budget Direct Footy Charity Championship is also delivering positive community impact by leveraging the brand’s proud sponsorship of The Dolphins, Melbourne Storm, and the South Sydney Rabbitohs.
The Championship is a unique competition that celebrates team rivalries and fan fervour that will ultimately see $205,000 injected into vital charities alongside prizes for three lucky fans and their chosen causes.
NFL x American Express
American Express has laced up with the NFL signing a multi-year global partnership as the the NFL’s official payments partner.
The partnership will bring American Express’ experiences, ticket access and perks to Card Members and football fans around the world, at select events from the preseason to the postseason, including NFL International Games.
At tentpole events including the NFL Draft and Super Bowl, American Express Card Members will have access to on-site activations along with special offers and promotions at other NFL moments throughout the year.
“Partnering with American Express brings even more momentum to the NFL’s efforts to deliver world‑class experiences to fans around the globe. This collaboration will allow us to expand access to unforgettable moments, from international games and tentpole events such as the Draft and Super Bowl to enhanced on‑site experiences and presale opportunities,” said Renie Anderson, EVP and chief revenue officer, NFL.
“American Express has a proven track record of elevating major sports moments, and together we’ll provide our fans and their Card Members with more ways than ever to engage with the sport they love.”
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“Sports are central to our legacy – our portfolio includes some of the most popular leagues, teams, and events while bringing our Card Members closer to the games they love. Partnering with the NFL is a natural extension for us and our commitment to delivering meaningful perks, exclusive access, and elevated experiences,” added Elizabeth Rutledge, chief marketing officer, American Express.
“Our Card Members are football fans and we’re proud to deepen that connection in ways that add even greater value to American Express Membership.”
The NFL joins American Express’ sports portfolio that spans more than fifty premier sports leagues, teams, venues and marquee events around the world, further cementing the company’s dedication to bringing Card Members incredible access and experiences to their favourite sports.
