It’s been an epic week of sports and sports sponsorship news. In the water, Molly ‘Pickles’ Picklum has become Australia’s newest world champion at the age of 22, following an enormous victory in the World Surf League finals in Fiji.
‘Pickles’ becomes the first Australian champion since Stephanie Gilmore in 2022. No one celebrated this enormous feat more than the NSW Central Coast, where Molly is from.
On the field the AFL Toyota Premiership is gearing up for its first match of the final series tonight, when the Adelaide Crows and Collingwood Magpies go to battle for a spot in the preliminary final. It should be noted that the final series are an advertisers dream, due to the enormous reach it rakes in.
This week also marks the final team controversial, yet adored Manly hero, Daly Cherry-Evans (DCE) runs out for his beloved Sea Eagles for the final time. The Sea Eagles will be looking to send their captain out as a winner at the famous “Brookie Oval”. The match against the New Zealand Warriors also marks the debut for DCE’s successor, 19-year-old local, Joey Walsh.
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 the NFL and TAB renewing their betting partnership, Rugby Australia welcomes AG1 as the official and exclusive functional nutrition partner, Fleet Space Technologies sponsors Australia’s F1 academy phenom, Joanne Ciconte and Brisbane Roar renews its partnership with Elite Supplements.
NFL x TAB
The National Football League (NFL) and Tabcorp (TAB) have renewed their multi-year partnership in Australia, extending through 2030.
TAB will continue as the NFL’s Official Sports Betting Partner in the market and will be the exclusive Sports Betting Partner of the 2026 NFL Melbourne Game coming to the Melbourne Cricket Ground next year.
This extended agreement will allow TAB to access and deliver exclusive NFL events, experiences and content across its digital platforms and in retail venues. Fans will enjoy access to NFL preview shows, highlight reels and NFL Network programming via the TAB App and across 3,700 pubs, clubs and TAB agencies nationwide.
TAB will also activate premium experiences around the 2026 NFL Melbourne Game, offering customers unique, money-can’t-buy opportunities to engage with the sport like never before.
“We are thrilled to continue our partnership with TAB, delivering new and exciting experiences for the growing pool of NFL fans across the continent,” said general manager of NFL Australia and New Zealand, Charlotte Offord.
“Australia is an important market for the NFL, and this collaboration will help us further strengthen our local fan base—one that has continued to grow and evolve over the last two years.”
Australia is a significant global market for the NFL, boasting a growing fan base of 7.5 million nationwide.
“We are thrilled to renew our long-standing partnership with the NFL in Australia,’’ said TAB director of marketing, Troy Benton.
“We’ve created a true omnichannel experience, whether you’re in one of our retail venues or at home on the App, our customers will be able to access the latest in NFL news and content which will only grow the sport in Australia.
“We’re particularly pleased to be a partner of the first-ever regular-season NFL game to be played here. This will be one of the biggest sporting events hosted in Australia and we’ll be activating all of our assets and providing customers with exclusive access to the biggest names and content in sport.”
The NFL established its Australia and New Zealand office in 2022 on the Gold Coast, marking a major milestone in expanding its global presence. That same year, the league introduced its NFL Flag football program locally, followed by the official launch of the NFL Academy Asia-Pacific in 2024.
As part of its efforts to grow the game and deepen fan engagement across Australia and New Zealand, the NFL Australia office has implemented a range of fan events across the market, giving local fans the opportunity to connect with sport at a deeper level.
Most recently, the NFL announced its first-ever regular-season game in Australia, set to take place in Melbourne in 2026, with the Los Angeles Rams designated as the home team.
Rugby Australia x AG1
Rugby Australia has welcomed AG1 as the official and exclusive functional nutrition partner of both the Wallabies and Wallaroos for the next three years.
As part of the agreement, the AG1 logo will feature on the Wallaroos shorts until at least the end of 2027 and adds to a growing list of brands choosing to align with Australian women’s rugby.
The AG1 logo will also appear on the balls for Wallabies home tests this year, before featuring on the balls of both teams in 2026 and 2027.
AG1 was founded more than a decade ago with a mission to bring comprehensive and convenient daily nutrition to the market, empowering people to take ownership of their health.
“The partnership with AG1 comes at a great time with Australians rallying behind the Wallaroos at the Rugby World Cup and the Wallabies during the Flight Centre Rugby Championship,” said Rugby Australia CEO, Phil Waugh.
“The Wallaroos campaign in the UK promises to be a highly competitive tournament before a home Rugby World Cup in 2029, which represents a generational opportunity for the game.
“Meanwhile the Wallabies are continuing to build and develop during their Rugby Championship campaign after what was a momentous series against The British & Irish Lions on home soil, which brought a lot of pride to Rugby supporters around the country.
“Like the Wallaroos and Wallabies, AG1 is focused on promoting high standards of health and wellbeing, as well as being industry leaders in their fields. These strong, shared values make for an ideal partnership and one Rugby Australia look forward to fostering and building on over the next three years and beyond.”
Phil Waugh.
“We’re excited to support both the Wallaroos and Wallabies, two iconic teams that exemplify our national pride,” commented AG1 CEO of APAC, Tim Harrington.
“AG1 is designed to support everyday foundation health and high performance – values that align perfectly with the dedication, resilience, and community spirit embodied by these incredible teams. Together, we look forward to growing the game and inspiring Australians to take ownership of their health.”
Tim Harrington.
Joanne Ciconte x Fleet Space Technologies
Australian space exploration company, Fleet Space Technologies, and Australia’s F1 Academy phenom, Joanne Ciconte, have announced a brand partnership to elevate Australian women fearlessly driving innovation in high-performance STEM fields.
Connecting two of Australia’s leading pioneers in space exploration and motorsports, this partnership aims to highlight the rise of women leaders in high-performance STEM fields and how real-time data is fueling rapid advances in aerospace, exploration, and motorsport technology.
“This partnership with Fleet Space is incredibly exciting because it brings together two worlds I’m passionate about—pushing the limits of technology and breaking new ground for women in applied STEM fields,” commented Ciconte on her partnership.
“Fleet Space historic contributions to Australia’s space heritage and relentless innovation in space technology reflects my drive to become Australia’s first female F1 driver; fueled by a passion for speed, precision and exploration. Together, we’re showing what’s possible when you challenge boundaries and open new paths for the next generation.”
From winning Australian Karting Championship Pink Plate to becoming the youngest driver on the 2025 F1 Academy grid after a single-seater debut season in Europe, Joanne’s journey to become one of the 18 fastest women on the planet is unlike any other in motorsports. Her bold embrace of the new single-seater technology and data-driven learning has been a key accelerator for Joanne’s growth—delivering her first points at the Jeddah Corniche Circuit in Saudi Arabia in April.
Co-founder and CEO of Fleet Space, Flavia Tata Nardini, uniquely relates to Joanne’s meteoric rise in the F1 world.
An Italian aerospace engineer who worked on propulsion systems at the European Space Agency, Flavia founded Fleet Space and led the development of Australia’s first constellation of low Earth orbit satellites. Beginning as a dream born while building satellites in the garage with co-founder and chief exploration officer, Matt Pearson, Fleet Space has grown to Australia’s most valuable space exploration company.
Fuelling this growth are the same principles and systems engineers use in F1, aerospace, technology, and more to unlock new frontiers of performance: continuous learning loops with real-time data. These systems have driven world-changing breakthroughs in reusable rockets, self-driving vehicles, and F1’s ascension to the pinnacle of motorsports.
Using space technology and agile geoscience solutions, Fleet Space built the world’s first system for global mining and resources companies to fuel faster, smarter, and cleaner mineral discovery with real-time data—making the cutting-edge methods of data-driven performance in F1 and aerospace practical in essential industries for Earth’s clean energy future.
“Joanne’s journey and F1’s rise as a data-driven sport mirrors the spirit that fuels us at Fleet Space—a fearless commitment to speed, precision, and learning as we unlock new frontiers of exploration on Earth, the Moon, and Mars,” said Tata Nardini.
“Breaking boundaries requires the same boldness to embrace risk, master cutting-edge technology, and create possibilities for others that didn’t exist before. As Fleet Space approaches its 10 year anniversary, we believe there is no limit to where curiosity, courage, and relentless drive can take the next generation—whether that’s the racetrack, low Earth orbit, or kilometres below our feet. Supporting world-class talent like Joanne as she rises to the pinnacle of her field is at the core of who we are: explorers.”
Joanne Ciconte and Flavia Tata Nardini.
“The support from Fleet Space will open new doors for opportunity, access to additional physical and mental development along with more seat time—which is pivotal for any driver who wants to excel in racing,” concluded the aspiring F1 driver.
Starting in 2026, Joanne will debut a custom-made Fleet Space helmet with the company’s branding on the race suit, and gloves.
Brisbane Roar x Elite Supplements
Brisbane Roar has renewed its partnership with Australian sports and health supplements store, Elite Supplements, for a further two seasons.
Elite Supplements will continue to support the Isuzu UTE A-League Men, Ninja A-League Women and NPL teams with supplements for the upcoming 25/26 season and beyond.
Elite Supplements will also remain the sleeve-of-jersey partner on our Ninja A-League Women’s match day playing kits this season.
“We’re excited to continue our partnership with Elite Supplements to provide both our A-League Men’s and Women’s squads with quality supplements to ensure they perform at their best,” said Brisbane Roar chairman and CEO Kaz Patafta.
“I would like to show my gratitude to Domenic Giampaolo for supporting our club and particularly women’s sport as they continue to feature on the sleeve of our A-League Women’s kits.”
“We are proud to partner with Brisbane Roar, a club with such a strong history and passionate fanbase. At Elite Supplements, our mission is to Unlock a Better You, whether on the sporting field or in everyday life,” said Giampaolo, CEO of Elite Supplements.
“This partnership is a natural fit, and we’re excited to support the Roar as they continue to inspire the next generation of women’s athletes and fans across Queensland,”