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Top A-Leagues Partnerships: Victory, Mariners, More


Following the A-League Women’s grand final, with the A-League Men’s competition continuing on, here are all of the latest commercial partnership from across the A-Leagues.

Central Coast Mariners

The Central Coast Mariners have named Dairy Farmers as their new community partner, supporting the Move Like a Mariner early learning centre active education program introduced by the club in 2018.

Discussing the return of the program in partnership with Central Coast Local Health District, Mariners business development manager, Gabby Bowles, said: “The Club is absolutely thrilled to have Dairy Farmers come on board to help deliver the fantastic Move Like a Mariner program.”

“It is encouraging to have such a proud and recognisable Australian brand back this wonderful program and help cultivate healthy life-long habits for local children,” Bowles said.

Macarthur FC

Macarthur FC and Sony Foundation have partnered for the club’s first charity round in an effort to raise funds and awareness for Sony Foundation’s ‘Children’s Holiday Camp Program’.

In support of the program and the wider work the Sony Foundation does, Macarthur FC will wear a one-off, special limited-edition Sony Foundation kit, with every kit sold in the Macarthur FC store to see $10 donated to fund respite holiday camps for children with a disability.

Western United

Western United have named Haymes Paint as a support partner for the remainder of the 2021/22 season.

Haymes Paint director of strategy and sales, Matthew Haymes, said: “Sport plays an integral part in our community, and it is great to see that Western United has decided to call Ballarat its regional home.”

“Haymes Paint is proud to be supporting Western United, along with other family businesses, Simonds Homes and 61 Design.

“To celebrate this partnership, we will be lighting our new Creswick Road Haymes Paint Shop up in the Western United colours in the lead up to the games on the 2nd April and 9th April,” Haymes said.

Brisbane Roar

Brisbane Roar FC have announced Queensland X-Ray as its new official provider of medical imaging, with the brand to provide access to imaging and diagnosis for the club’s men’s and women’s teams.

Western Sydney Wanderers

Western Sydney Wanderers FC have announced two new partnerships, adding Asia-Pacific cryptocurrency exchange, JPEX as an official partner until at least the end of the 2021/22 season, and partnering with the Australian Government to promote the National Bowel Cancer Screening Program (NBCSP) at all home games.

The partnership with the Australian Government will see on-ground LED displays, ground activations and social media messages featuring athletes promoting bowel cancer screening through the free bowel screening kits.

Discussing the JPEX deal, Western Sydney Wanderers general manager, Scott Hudson, said: “It is fantastic to have JPEX as part of the Wanderers corporate family as we continue to build brand equity in Asia.”

“The Cryptocurrency world is fast growing and we look forward to building a strong relationship with JPEX,” Hudson said.

Melbourne Victory

Lastly, Melbourne Victory have named global sports NFT marketplace, Sanctum-X, as its official Asian Champions League (ACL) sponsor.

The deal came ahead of the launch of the NFT marketplace in late March and saw the brand support the club in its play-off match in Japan.

Melbourne Victory managing director, Caroline Carnegie, said the club was excited to partner with Sanctum-X.

“NFT’s, non-fungible token’s, are becoming more mainstream and their value and popularity is growing at a very fast rate across the world,” Carnegie said.

“Melbourne Victory is the first sports club in Australia to partner with Sanctum-X and we look forward to working with the new NFT platform to update our members when they drop their first series.

“With a predominantly sports focus, it will be exciting to provide our fans and members with a unique opportunity to explore a curated journey into the sports metaverse through Sanctum-X,” she said.

To view the latest edition of Ministry of Sport’s top commercial partnerships from across the A-Leagues, click here.

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