CUB Secures $8 Million Sponsorship Deal with AFL in 2025
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Dec 29 2025
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Should l Buy CUB?
Source: Globenewswire
- Sponsorship Market Overview: In 2025, the alcoholic beverages sponsorship market in the APAC region sees Australian Football commanding the largest share of annual sponsorship revenue, while soccer, despite having the highest number of agreements, contributes only $12.89 million, highlighting market concentration disparities.
- Team Agreements Dominate: Team agreements lead the sponsorship portfolio with 139 deals representing 33% of annual sponsorship value, while federations, despite only 34 deals, account for 40% of annual sponsorship volume, reflecting the strong appeal of team brands.
- CUB's Market Leadership: CUB emerges as the largest spender in 2025 with an estimated annual expenditure of $8 million, and its partnership with the AFL becomes the largest single deal in the region, marking a significant position in the Australian sports market.
- Heineken's Strategic Partnership: Heineken's collaboration with the F1 Chinese Grand Prix stands as the second-largest deal, and although its annual spend is only a third of CUB's, this high-visibility sponsorship allows Heineken to effectively enhance brand recognition and strengthen its competitive position in the market.
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Analyst Views on CUB
About CUB
Lionheart Holdings is a blank check company. The Company is formed for the purpose of effecting a merger, amalgamation, share exchange, asset acquisition, share purchase, reorganization or similar business combination with one or more businesses. It has no operations and has not generated any revenue.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
CUB Secures $8 Million Sponsorship Deal with AFL for 2025
- Sponsorship Market Overview: The 'Sponsorship Sector Report - Alcoholic Beverages - APAC 2025' reveals that Australian Football commands the largest share of annual sponsorship revenue in the region, while soccer, despite having the highest number of agreements, contributes only $12.89 million, indicating a disparity in market concentration.
- Team Agreements Dominate: In 2025, team agreements account for 33% of the sponsorship portfolio with 139 deals, while federations, despite only 34 agreements, represent 40% of the annual sponsorship volume, highlighting the significance of team collaborations in the market.
- CUB's Market Position: CUB's $8 million sponsorship deal with the AFL is the largest single deal in the APAC region for 2025, underscoring CUB's leadership in the alcoholic beverage sponsorship market.
- Heineken's Competitiveness: Heineken's partnership with the F1 Chinese Grand Prix stands as the second-largest deal in the region, and although its annual spend is only a third of CUB's, it still reflects its importance in global brand sponsorships.
See More
CUB Secures $8 Million Sponsorship Deal with AFL in 2025
- Sponsorship Market Overview: In 2025, the alcoholic beverages sponsorship market in the APAC region sees Australian Football commanding the largest share of annual sponsorship revenue, while soccer, despite having the highest number of agreements, contributes only $12.89 million, highlighting market concentration disparities.
- Team Agreements Dominate: Team agreements lead the sponsorship portfolio with 139 deals representing 33% of annual sponsorship value, while federations, despite only 34 deals, account for 40% of annual sponsorship volume, reflecting the strong appeal of team brands.
- CUB's Market Leadership: CUB emerges as the largest spender in 2025 with an estimated annual expenditure of $8 million, and its partnership with the AFL becomes the largest single deal in the region, marking a significant position in the Australian sports market.
- Heineken's Strategic Partnership: Heineken's collaboration with the F1 Chinese Grand Prix stands as the second-largest deal, and although its annual spend is only a third of CUB's, this high-visibility sponsorship allows Heineken to effectively enhance brand recognition and strengthen its competitive position in the market.
See More
Tellus Power Appoints Former UK Minister Steve Norris as Non-Executive Director
- Strategic Expansion: Tellus Power's appointment of former UK Transport Minister Steve Norris as a Non-Executive Director leverages his over 40 years of leadership experience in government and infrastructure to enhance the company's expansion capabilities in Europe and international markets, thereby boosting its competitiveness in electric vehicle charging solutions.
- Governance Framework Enhancement: Norris's addition will strengthen Tellus Power's global governance framework, supporting strategic initiatives in electric transportation, power infrastructure, and government engagement, ensuring the company maintains a leading position in the rapidly evolving electric vehicle market.
- Innovation Drive: This appointment aligns with the company's innovation goals in interconnected technologies such as V2X and V2G systems, indicating Tellus Power's commitment to advancing the widespread adoption of electric vehicle charging infrastructure for sustainable development.
- Leadership Augmentation: Norris's leadership roles in key organizations, such as Chair of the National Infrastructure Planning Association, will provide valuable industry insights to help Tellus Power succeed in its global market expansion.
See More
CUB Secures $8 Million Sponsorship Deal with AFL for 2025
- Sponsorship Market Overview: The 'Sponsorship Sector Report - Alcoholic Beverages - APAC 2025' reveals that Australian Football commands the largest share of annual sponsorship revenue in the region, while soccer, despite having the highest number of agreements, contributes only $12.89 million, indicating a disparity in market concentration.
- Team Agreements Dominate: In 2025, team agreements account for 33% of the sponsorship portfolio with 139 deals, while federations, despite only 34 agreements, represent 40% of the annual sponsorship volume, highlighting the significance of team collaborations in the market.
- CUB's Market Position: CUB's $8 million sponsorship deal with the AFL is the largest single deal in the APAC region for 2025, underscoring CUB's leadership in the alcoholic beverage sponsorship market.
- Heineken's Competitiveness: Heineken's partnership with the F1 Chinese Grand Prix stands as the second-largest deal in the region, and although its annual spend is only a third of CUB's, it still reflects its importance in global brand sponsorships.
See More
CUB Secures $8 Million Sponsorship Deal with AFL in 2025
- Sponsorship Market Overview: In 2025, the alcoholic beverages sponsorship market in the APAC region sees Australian Football commanding the largest share of annual sponsorship revenue, while soccer, despite having the highest number of agreements, contributes only $12.89 million, highlighting market concentration disparities.
- Team Agreements Dominate: Team agreements lead the sponsorship portfolio with 139 deals representing 33% of annual sponsorship value, while federations, despite only 34 deals, account for 40% of annual sponsorship volume, reflecting the strong appeal of team brands.
- CUB's Market Leadership: CUB emerges as the largest spender in 2025 with an estimated annual expenditure of $8 million, and its partnership with the AFL becomes the largest single deal in the region, marking a significant position in the Australian sports market.
- Heineken's Strategic Partnership: Heineken's collaboration with the F1 Chinese Grand Prix stands as the second-largest deal, and although its annual spend is only a third of CUB's, this high-visibility sponsorship allows Heineken to effectively enhance brand recognition and strengthen its competitive position in the market.
See More
Tellus Power Appoints Former UK Minister Steve Norris as Non-Executive Director
- Strategic Expansion: Tellus Power's appointment of former UK Transport Minister Steve Norris as a Non-Executive Director leverages his over 40 years of leadership experience in government and infrastructure to enhance the company's expansion capabilities in Europe and international markets, thereby boosting its competitiveness in electric vehicle charging solutions.
- Governance Framework Enhancement: Norris's addition will strengthen Tellus Power's global governance framework, supporting strategic initiatives in electric transportation, power infrastructure, and government engagement, ensuring the company maintains a leading position in the rapidly evolving electric vehicle market.
- Innovation Drive: This appointment aligns with the company's innovation goals in interconnected technologies such as V2X and V2G systems, indicating Tellus Power's commitment to advancing the widespread adoption of electric vehicle charging infrastructure for sustainable development.
- Leadership Augmentation: Norris's leadership roles in key organizations, such as Chair of the National Infrastructure Planning Association, will provide valuable industry insights to help Tellus Power succeed in its global market expansion.
See More
