As The Block returns for its 22nd season on Sunday night – this time in the coastal town of Mt Eliza in Melbourne’s picturesque Mornington Peninsula – the format will once again set the bar for storytelling that organically weaves in integration, ensuring brands can tell their stories like never before.  

Featuring a powerhouse roster of major partners, sponsors and suppliers leveraging the show’s unrivalled commercial effectiveness, The Block will see five eager teams transform family-sized properties into luxury resort-style homes with water views. 

Fresh Gemba research commissioned by Nine reveals that embedding brands into the contestants’ daily routines drives purchase intent amongst viewers, with an 8.4% average lift in brand consideration, and elevates brand perception with a 43% growth in “Premium” brand association. 

With the series featuring a collection of shops – Bunnings mini-store, Chemist Warehouse and McCafé  (which marks its 13th year of sponsoring The Block) – the hub becomes a central point for the contestants, becoming a focal point for story content.  

Driving storytelling even deeper is new sponsor Chery, which becomes an extension of the set, creating the opportunity to showcase the transition to and from The Block and keep the storyline flowing. With the Blockheads toughest challenge often keeping within budget, CommBank will provide weekly budgeting tools, while in its 12th year of The Block, Domain will use the series to launch an immersive 3D room reveal through its app. 

New brands Australian Retirement Trust, Chery and Stan join a group of diverse brands returning this year as partners including ALDI, Arnott’s, Bunnings Warehouse, Chemist Warehouse, CommBank, Domain, Google Search, McCafé, Snooze, Simparica Trio, and Youi.

Official suppliers include Beacon Lighting, Beaumont Tiles, BlueScope (TRUECORE® & COLORBOND® steel), e&s, Freedom Furniture, Freedom Wardrobes, Kinsman Kitchens, Reece, Flooring Xtra, and Stratco.

The Block provides brands a platform only the power of broadcast can provide. With the series building Total TV audiences over the past three years, there is no better way for brands to reach a highly-engaged audience at scale with a strong intent to purchase. Last season reached 14.8 million Australians (1.6 million per episode) and generated 1.5 billion minutes of live and catch-up viewing on 9Now.

“The evolution of our partnerships has become significantly more organic over the years,” said Sarah Stewart, Powered’s Director of Content Partnerships and Client Experience.
“Viewers have a strong desire to see the Blockheads renovating, so we bring brands directly into their day-to-day reality. By making these brands essential to the contestants’ daily routines – whether grabbing a coffee at McCafé or sourcing supplies at the onsite hubs – the integration feels completely authentic and advances the storyline naturally without breaking the fourth wall.”

The Block premieres this Sunday, August 2 at 7.00pm on Channel 9 and 9Now.

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Learn more about The Block at: nine.com.au/theblock

*Gemba stats from 2025 

Thursday 30 July, 2026