Trustees up sponsorship deals, Hostplus leads

Hostplus leads the charge on sporting sponsorship deals as the superannuation sectors’ budget for marketing and advertising also balloons, even as APRA cracks down on nonessential expenditure.

- Karren Vergara

According to newly released APRA data, Hostplus spent more than $7.5 million on soccer, AFL and rugby union clubs, with the Australian Football League receiving $1.9 million and the Gold Coast Suns taking in $1.3 million, in the last financial year.

This makes Hostplus the biggest spender on sponsorship contracts, outlaying $13.9 million, up from $13.7 million in the prior year. The biggest recipient was Industry Super Australia (ISA) in FY25, accounting for $2.9 million of the total spend.

Aware Super sponsored two clubs - The New South Wales Netball Association for $442,000 and the Greater Western Sydney Football Club for $432,000.

Hostplus also spent $8.7 million in advertising with Initiative Media Australia and nearly $1.2 million with the Australian Rugby League Commission.