The rugby league calendar has officially wrapped up following the completion of the Ashes and Pacific Championships tournament. Last Sunday, the New Zealand Kiwis demolished Samoa 36-14 in front of 28,000 singing fans.
It was a fairy-tale ending for veteran half Kieran Foran, who departed the game after 34 appearances for the Kiwis.
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Across the shores to the UK and the Aussies wrapped up their demolition job on the English with a dominant 30-8 victory. Reece Walsh was once again a standout, scoring two tries and running for 147 metres. His efforts across all three matches have resulted in him taking home the player of the series.
Now that the rugby league Ashes has wrapped up, Aussies can now turn their attention to the biggest rival in cricket—the original Ashes!
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Yesterday, the Aussies faced a little scare with the possibility that Josh Hazelwood would be in doubt with hamstring tightness after leaving the field in yesterday’s match for NSW. He has since been cleared, though. This would have been a massive blow for Australia’s bowling attac,k who are already without skipper Pat Cummins.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
Just as you thought the end of the Rugby League calendar would mean no more egg ball-themed news, think again! We have a slight suspicion that this might be a recurring theme with the sport that never sleeps.
This week’s sponsors feature XXXX Gold commemorating a golden moment for two historic Brisbane clubs, The Bulldogs, emblazoned with its new logo, have inked a new deal with Geely, West Coast Eagles and Allianz Australia have signed a new partnership, Sixers keep on Merlin as a sponsor for a further two seasons and Brisbane Heat have inked a festive deal with Balsam Hill.
XXXX Gold x Brisbane Lions & Broncos
It’s no secret that Queensland won everything in Australia’s winter sporting domain this year. From State of Origin to NRL to AFL, the Queenslanders had plenty to cheer for. Jumping on the back of this success was XXXX, who are an official sponsor for the Brisbane Broncos and Brisbane Lions.
Together, last month, they produced limited-edition cans to celebrate the golden city. However, the premiership can isn’t a new idea. XXXX were lucky enough to produce personal commemorative cans only 12 months ago for the Lions to drink and celebrate with in the sheds, following their grand final victory.
The difference this year, as detailed by Alex Honson, brand partnerships leader at Lion, is that these cans are being sold commercially to “provide fans with a lasting piece of premiership memorabilia.” And honestly, if you are a sporting nuffy, or more importantly, a fan of either of the three Brisbane sides, then three premierships is an unforgettable year and a perfect time to collect a piece of memorabilia.
Other people who were chomping at the bit to get their hands on these limited-edition cans were the customers. Honson told B&T that they “were absolutely glamouring to get their hands on them.”
Designed in-house at Lion, the golden cans express what Damon Thompson, Lion partnerships manager, calls “pure Queensland pride and that electric feeling when our teams bring the trophy home.”
The design builds on XXXX’s signature gold and red palette—colours synonymous with the brand and the state’s sporting success—while featuring the logos of the Lions and Broncos.
Thompson said the creative process was a true Queensland collaboration: the Lion design team developed the bold graphics before handing over to Energi for prepress specification and colour management, ensuring XXXX’s trademark vibrancy came through in print. The cans were then produced and printed locally by Visy, with an exceptionally fast turnaround.
“It’s an amazing thing to see a victory match on Sunday and have cans ready to hit shelves by Friday morning,” Thompson noted. “That really showcases how nimble and reactive our team and partners can be.”
The limited-edition campaign underscores the power of packaging in building brand loyalty and community connection. “When you raise one of these cans, you’re not just having a beer—you’re sharing in the pride of Queensland’s sporting success,” Thompson said.
Following the sell-out success of the 2024 Lions commemorative can, Lion was eager to expand the initiative. The 2025 release, now including the Broncos, generated strong consumer buzz.
“XXXX is part of Queensland’s DNA,” Thompson added. “Whenever our local legends do us proud, you can bet XXXX will be there to honour them.”
The celebratory cans have been available to purchase at independent bottle shops across Brisbane since October 27.
Canterbury-Bankstown Bulldogs x Geely Auto Australia
In a partnership that signals a bold new era for both brands, Canterbury-Bankstown Bulldogs and Geely Auto Australia have inked a three-year deal that will see the global automotive innovator become the club’s official vehicle partner, EV partner and apparel partner from the 2026 NRL and NRLW seasons.
The partnership represents Geely’s first major move into Australian sport, aligning the automotive technology leader with one of rugby league’s most storied clubs at a transformative moment for both organisations.
Geely’s logo will be emblazoned on the front of the Bulldogs’ playing shorts across both men’s and women’s teams, marking a powerful statement of intent as the Club unveils its refreshed brand identity and prepares to enter a new chapter defined by performance, innovation and ambition.
For Geely Auto Australia, the partnership caps off a strong first year in the Australian market. The brand brings automotive technology and sustainability to a club that has championed community and family values since 1935—a 90-year legacy that resonates deeply with Geely’s own commitment to innovation and safety for Australian families.
Canterbury-Bankstown Bulldogs CEO Aaron Warburton said the partnership would fuel the club’s evolution both on and off the field.
“Welcoming Geely Auto to the Bulldogs Family is a defining moment as we write the next chapter of our club’s proud history,” he said.
“Geely represents power, durability and relentless innovation—exactly the qualities that will drive our performance in 2026 and beyond. As we modernise our brand and break ground on our new Centre of Excellence, partnering with a global leader like Geely demonstrates our ambition and our commitment to delivering world-class experiences for our Members, fans and community.
“This partnership represents two organisations with genuine ambition backing each other to achieve something special.”
Lei Li, CEO of Geely Auto Australia, said the partnership was the perfect way to establish Geely’s presence in Australian sport.
“Our partnership with the Canterbury-Bankstown Bulldogs is the perfect way to kick off our local partnerships and round out an exciting first year for Geely Auto in Australia,” Li said.
“The Club’s rich and passionate history, combined with its future visio,n aligns well with our own brand and journey entering the Australian market. This strategic partnership will be a fantastic opportunity for these two major brands to connect on and off the field. We look forward to being the official motor vehicles partner for the Canterbury-Bankstown Bulldogs and facilitating meaningful engagement at every facet of this amazing football club.”
The partnership will deliver high-impact activations at Accor Stadium on game days, including vehicle displays, fan experiences and exclusive player content throughout the 2026 season.
Further details will be announced as the season approaches.
West Coast Eagles x Allianz Australia
The West Coast Eagles and Allianz Australia have signed a new partnership, with the insurer supporting the club’s AFL, AFLW and Wheelchair football teams for the next four years.
Part of the Allianz Group, Allianz Australia provides ‘Care you can count on’ to over four million Australian customers across a range of products including home, car, business and general insurance.
“We are thrilled to welcome Allianz Australia as a platinum partner of the West Coast Eagles and excited to join forces with the world’s leading insurance brand,” said West Coast Eagles CEO Don Pyke.
“Allianz Australia has a proven track record of resilience and performance, and an outstanding community focus which aligns with our Club’s values and identity.
“Allianz Australia’s support will enhance our AFL, AFLW and Wheelchair football programs as they pursue excellence on and off the field, while also contributing to our Club’s broader community initiatives.
“We look forward to an exciting future together with Allianz Australia and to the added value and experiences this partnership will deliver for our members.”
Allianz Australia’s branding will feature prominently on the neckline of the West Coast Eagles’ AFL match guernseys, training apparel, media backdrop and in gameday signage at Optus Stadium and away from home.
Allianz Australia will also become the official shorts partner of the West Coast AFLW team for the 2026 season and major partner of the Eagles’ Wheelchair team.
The partnership will have a strong community focus, and as a first step, Allianz Australia and West Coast Eagles will support Foodbank WA through the Give a Feed appeal, which provides Christmas food hampers to Western Australian families in need.
West Coast Eagles have a long-standing relationship with Foodbank, having supported various initiatives like the ‘Million Meal Challenge’ and ‘Metres for Meals Challenge’.
Through the partnership, Allianz will sponsor 1000 hampers to the appeal—a third of the target of 3000 hampers, which includes enough ingredients to provide a festive meal for a family of four. West Coast Eagles players and staff will volunteer their time in the lead-up to Christmas, so that Western Australian families can enjoy a meal on Christmas Day.
“We’re incredibly proud to announce our multi-year partnership with the West Coast Eagles, which is one of the most loved and iconic sporting teams in Western Australia. Allianz has a long history of supporting sport and promoting the power of sport in uniting communities, so this partnership is a natural fit for us,” commented Richard Feledy, MD of Allianz Australia.
“Our shared commitment to caring for the communities we operate in is also central to our partnership. We have big plans to work together to create community programs that are accessible and supportive of the Western Australian community, starting with Foodbank’s Christmas Give A Feed appeal.
“We’re excited to fly higher together with the West Coast Eagles, and to provide our fans and our customers with opportunities to cheer on the team like never before!”
Sydney Sixers x Merlin
Merlin will continue as the official partner of the Sydney Sixers’ WBBL and BBL teams, following an extension of a successful collaboration that began two years ago.
Merlin is a brand of the Chamberlain Group, a manufacturer of automatic garage door and gate openers.
The company takes pride in supporting families, local businesses, and the wider community.
The Sydney Sixers are among the most successful clubs in world cricket, with their triumph in the inaugural BBL tournament over a decade ago marking the start of a rich legacy. Merlin is proud to partner with one of the most iconic and beloved teams in the sport.
Tim Anderson, director of marketing and experience at the Chamberlain Group, said he was thrilled to see the partnership with the Sydney Sixers continue.
“We’re delighted to continue to partner with the Sydney Sixers. As one of Australia’s most iconic sporting teams, they’ve inspired countless people across the nation,” said Tim Anderson, Director of Marketing & Experience at the Chamberlain Group.
“The Sixers’ long-standing success comes from their commitment to innovation. In much the same way, the Merlin brand continues to lead the way by delivering modern, convenient, and secure garage and gate solutions for Australian families and households.”
Sydney Sixers general manager Rachael Haynes said she was also pleased to see the partnership continue across these two organisations.
“Merlin has been a wonderful partner of the Sydney Sixers, and we are thrilled to continue into a third year of working together.
“Like the Sixers, Merlin has a strong record of excellence and leadership in its field. The brand provides safe, intelligent, and convenient access solutions that are essential for families across Sydney and beyond.
“Ourselves and Merlin agree—we want all Sixers fans to come home to a safe, secure, and easily accessible environment.
Brisbane Heat x Balsam Hill
This summer, it’s not just sixes and wickets—it’s tinsel, trees, and treasured memories with Christmas brand Balsam Hill and the Brisbane Heat partnering to deliver a magical Christmas experience for Members and cricket lovers.
Balsam Hill joins the Brisbane Heat as its official luxury Christmas partner, spreading festive cheer both on and off the field for the BBL summer season.
The festive partnership will see Balsam Hill bring the magic of Christmas to select WBBL and BBL home games, including the Big Bash, transforming parts of the stadium with its signature lifelike Christmas trees, nostalgic décor, and limited-edition Heat-themed plushies. Fans can meet Santa, soak up the seasonal atmosphere, and enjoy family-friendly activations designed to create unforgettable holiday memories.
In addition to the on-ground experience, Heat Members and fans will enjoy a range of festive surprises from Balsam Hill, including exclusive offers and sneak peeks of the latest Balsam Hill range, premium Christmas tree and ornament giveaways, and festive content leading up to Christmas Day.
“We’re thrilled to be partnering with Brisbane Heat to bring a touch of festive magic to the Big Bash this summer. As a brand that celebrates tradition and nostalgia, this partnership is a natural fit—and a wonderful opportunity to bring our premium Christmas range to life in a new and meaningful way, beyond our online store,” said Mercedes Feller, VP of product development and sourcing at Balsam Hill.
Balsam Hill’s 2025 range includes realistic artificial Christmas trees, handcrafted ornaments, and timeless décor pieces, perfect for families wanting to create nostalgic, lasting holiday traditions. The brand’s Black Friday sales are already underway, offering generous discounts across its most popular styles.
“Partnering with Balsam Hill was a natural fit. Their commitment to quality, luxury, and creating memorable experiences aligns perfectly with the Brisbane Heat brand and what our fans value. Together, we’re bringing the spirit of the season to life – both at the cricket and in our supporters’ homes,” added Pete Lock, GM of commercial, marketing and corporate affairs at Brisbane Heat.
The partnership launches as Australians begin preparing for the festive season earlier each year, with November now a key moment for decorating, planning, and gift-buying.
