Sponsorship & Commercial Partners

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dave10

Premiership Player
Veteran
Apr 26, 2004
4,311
3,523
Melbourne
AFL Club
Essendon
Essendon have announced Liberty Financial as a new naming rights sponsor on their guernsey (back of jumper - top).

A quick look across the competition reveals many clubs using this space as an additional ‘asset’ space for one of their current major naming rights sponsors.

Liberty Financial is Essendon’s 3rd commercial partnership to receive placement on its guernsey, excluding the apparel providers logo.

I’m surprised all clubs don’t use this additional asset space as an opportunity to sell new sponsorship deals with naming rights on the guernsey as Essendon have done.

Are there other clubs that sell this space to an additional, new corporate backer?
 
dave10 said:
Essendon have announced Liberty Financial as a new naming rights sponsor on their guernsey (back of jumper - top).

A quick look across the competition reveals many clubs using this space as an additional ‘asset’ space for one of their current major naming rights sponsors.

Liberty Financial is Essendon’s 3rd commercial partnership to receive placement on its guernsey, excluding the apparel providers logo.

I’m surprised all clubs don’t use this additional asset space as an opportunity to sell new sponsorship deals with naming rights on the guernsey as Essendon have done.

Are there other clubs that sell this space to an additional, new corporate backer?
Click to expand...

Carlton have done it with Tripadeal
 
The Swans sold the space off to QBE who in turn donated it back to the club so we could continue to have the letters "SMFC" in this position of the jumper.

www.sydneyswans.com.au

QBE puts Swans history first

Sydney Swans Principal Partner QBE has been with the Swans through highs and lows over a 34-year journey.
www.sydneyswans.com.au www.sydneyswans.com.au

I suspect it's more a case of moving money around on our existing front of jumper sponsorship with QBE more than anything else so that we don't need to sell that spot off at this current time.
 

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dave10 said:
Essendon have announced Liberty Financial as a new naming rights sponsor on their guernsey (back of jumper - top).

A quick look across the competition reveals many clubs using this space as an additional ‘asset’ space for one of their current major naming rights sponsors.

Liberty Financial is Essendon’s 3rd commercial partnership to receive placement on its guernsey, excluding the apparel providers logo.

I’m surprised all clubs don’t use this additional asset space as an opportunity to sell new sponsorship deals with naming rights on the guernsey as Essendon have done.

Are there other clubs that sell this space to an additional, new corporate backer?
Click to expand...
The AFL only just allowed clubs to do it to make extra sponsorship revenue through Covid. No doubt it will be a permanent change. Every club seems to have done it.
 

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Current Apparel Sponsors

LeagueClubManufacturerAnnounceTermLinks
AFLAdelaideO'Neills2/11/203 yearshttps://www.afc.com.au/news/833236/crows-partner-with-oneills
AFLBrisbane'Classic19/11/193 yearshttps://www.lions.com.au/news/309040/brisbane-lions-branded-classic-for-the-next-three-years
AFLCarltonPuma1/11/1910 yearshttps://www.carltonfc.com.au/news/306554/blues-partner-with-puma-in-landmark-deal
AFLCollingwoodNike8/1/21https://www.collingwoodfc.com.au/news/847053/collingwood-expands-partnership-with-nike
AFLEssendonUnder Armour1/10/195 yearshttps://www.essendonfc.com.au/news/71120/bombers-under-armour-announce-historic-partnership
AFLFremantleBurley Sekem11/11/20https://www.fremantlefc.com.au/news/835714/looking-good-in-local-freo-unite-with-burley-sekem
AFLGeelongCotton On3/10/16https://www.geelongcats.com.au/news/349782/cats-link-with-cotton-on-group
AFLGold CoastNew Balance17/11/203 yearshttps://www.goldcoastfc.com.au/news/836594/gold-coast-suns-partner-with-new-balance
AFLG.Western SydneyPuma4/12/204 yearshttps://www.gwsgiants.com.au/news/840067/giants-welcome-puma
AFLHawthornAdidas201310 yearshttps://www.hawthornfc.com.au/news/465625/a-unique-partnership-announcement
AFLMelbourneNew Balance201112 yearshttps://www.melbournefc.com.au/news/247911/new-balance-extends-as-apparel-partner
AFLNorth MelbournePuma28/10/21starting 2022https://www.nmfc.com.au/news/1028000/kangaroos-x-puma-join-forces
AFLPort AdelaideMacron27/10/204 yearshttps://www.portadelaidefc.com.au/news/832044/macron-partners-with-port-adelaide
AFLRichmondPuma1/12/165 yearshttps://www.richmondfc.com.au/news/316329/richmond-partner-with-world-leading-sports-brand-puma
AFLSt KildaNew Balance20/10/203 yearshttps://www.saints.com.au/news/828811/saints-and-new-balance-join-forces
AFLSydneyNike26/11/20https://www.sydneyswans.com.au/news...y-swans-unite-to-celebrate-the-power-of-sport
AFLWest CoastCastore18/12/203 yearshttps://www.westcoasteagles.com.au/...t-and-castore-announce-three-year-partnership
AFLWestern BulldogsASICS201710 yearshttps://www.westernbulldogs.com.au/news/882479/asics-and-the-bulldogs-together-for-five-more-years

 


MELBOURNE has continued its winning ways off the field, signing a host of key club partners following its AFL premiership-winning season and its AFLW team also recording a club best performance by reaching a preliminary final.

Co-Principal Partner Jaguar Australia will continue its partnership with the Demons for the next two years, with their logo remaining on the back of the club’s AFL guernsey until the end of season 2023.

It follows the re-signing of the club’s other Co-Principal Partner, Zurich Insurance which earlier this year recommitted for another two seasons across the AFL and AFLW programs.

The club has also welcomed the extension of Major Partners Furphy and Haymes Paint for two more years, while Victorian Responsible Gambling Foundation and club Official Partner Akambo Financial Group have committed for an additional three seasons.
 
Current Vehicle Manufacturer sponsorships


LeagueClubManufacturerAnnounceTermLink
AFLToyota16/3/194 Yearshttps://www.toyota.com.au/news/toyota-australia-and-afl-ink-new-four-year-sponsorship-deal
AFLAdelaideToyota5/2/194 yearshttps://www.afc.com.au/news/248260/toyota-extends-partnership
AFLBrisbane'Hyundai29/11/215 yearshttps://www.lions.com.au/news/1034549/hyundai-commit-to-lions-for-five-more-years
AFLCarltonHyundai28/7/175 yearshttps://www.carltonfc.com.au/news/294575/hyundai-to-drive-blues-for-further-five-years
AFLGeelongFord29/1/215 yearshttps://www.ford.com.au/about-ford/sponsorship/geelong-football-club/
AFLHawthornNissan10/12/183 yearshttps://www.nissan.com.au/about-nis.../nissan-joins-the-happy-team-at-hawthorn.html
AFLMelbourneJaguar15/2/193 Yearshttps://www.melbournefc.com.au/news/814329/jaguar-continue-to-drive-dees-forward
AFLNorth MelbourneMazda30/7/193 yearshttps://www.nmfc.com.au/news/250418/mazda-australia-extends-sponsorship
AFLPort AdelaideMG25/2/205 yearshttps://mgmotor.com.au/mg-family/ne..._multiyear_partnership_with_port_adelaide_fc/
AFLSydneyVolkswagon19/7/193 yearshttps://www.sydneyswans.com.au/vide...dal=true&type=video&publishFrom=1562629801001

Notes
  • Essendon is no longer is with Kia and Richmond is no longer with Jeep.
  • Geelongs relationship with Ford will hit 100 years before the end of its term.
  • Adelaides relationship with Toyota will hit 32 years before the end of its term.
  • Norths relationship with Mazda will hit 23 years before the end of its term.
  • Carltons relationship with Hyundai will hit 21 years before the end of its term.
  • The AFLs relationship with Toyota will hit 20 years at the end of its term. The current deal is worth 18.5m a year.
 
Last edited:
quiet day at work lol - this is based solely off the club website links in the top right of the screen. Some clubs list 1 sponsor, most have two.

Major sponsors of all AFL Clubs


LeagueClubCompanyAnnounceTermLinks
AFLToyota 16/3/194 Yearshttps://www.toyota.com.au/news/toyota-australia-and-afl-ink-new-four-year-sponsorship-deal
AFLWNAB8/3/193 yearshttps://www.womens.afl/news/17055/nab-extends-deal-as-aflw-naming-rights-partner
AFLAdelaideToyota 5/2/194 yearshttps://www.afc.com.au/news/248260/toyota-extends-partnership
AFLAdelaideHungry Jacks18/11/214 yearshttps://www.bandt.com.au/hungry-jac...uth-australia-with-new-crows-afl-partnership/
AFLBrisbaneXL Express22/11/192 yearshttps://www.lions.com.au/news/457/xl-express
AFLBrisbaneYoui7/7/20https://www.lions.com.au/news/739197/youi-signs-on-as-official-coaches-partner
AFLCarltonHyundai28/7/175 yearshttps://www.carltonfc.com.au/news/294575/hyundai-to-drive-blues-for-further-five-years
AFLCarltonGreat Southern Bank4/6/213 yearshttps://www.carltonfc.com.au/news/951353/blues-announce-great-southern-bank-as-new-co-major-partner
AFLCollingwoodEmirates25/5/195 yearshttps://www.emirates.com/media-cent...football-club-renew-longstanding-partnership/
AFLCollingwoodKFC19/11/214 yearshttps://www.collingwoodfc.com.au/news/1031477/collingwood-and-kfc-a-classic-combo
AFLEssendonFujitsu27/8/214 yearshttps://www.essendonfc.com.au/news/1008821/fujitsu-backs-bombers-for-four-more
AFLEssendonAmart21/8/184 yearshttps://www.theage.com.au/sport/afl/amart-replaces-kia-in-2m-mega-deal-for-dons-20180821-p4zyvv.html
AFLFremantleProgrammed17/7/184 yearshttps://www.fremantlefc.com.au/news/116587/programmed-extends-fremantle-dockers-sponsorship
AFLFremantleWoodside1/10/213 yearshttps://www.fremantlefc.com.au/news/1023050/fremantle-and-woodside-extend-partnership
AFLGeelongFord29/1/215 yearshttps://www.geelongcats.com.au/news/854332/ford-australia-and-cats-make-history
AFLGold CoastHostplus
AFLGold CoastCovermore21/11/175 yearshttps://www.goldcoastfc.com.au/news...e-travel-insurance-announce-major-partnership
AFLG.Western SydneyToyo Tires20174 yearshttps://www.toyotires.com.au/news/toyo-tires-extends-with-giants
AFLHawthornTasmania20211 yearhttps://www.hawthornfc.com.au/news/1017328/hawks-extend-their-stay-in-tasmania-for-season-2022
AFLMelbourneZurich21/6/212 yearshttps://www.zurich.com.au/latest-ne...partnership-with-melbourne-football-club.html
AFLMelbourneJaguar15/2/193 Yearshttps://www.melbournefc.com.au/news/814329/jaguar-continue-to-drive-dees-forward
AFLNorth MelbourneMazda30/7/193 yearshttps://www.nmfc.com.au/news/250418/mazda-australia-extends-sponsorship
AFLPort AdelaideMG25/2/205 yearshttps://mgmotor.com.au/mg-family/ne..._multiyear_partnership_with_port_adelaide_fc/
AFLPort AdelaideGFG6/2/19https://www.portadelaidefc.com.au/news/248025/port-adelaide-and-gfg-launch-new-partnership
AFLPort AdelaideKFC13/12/20https://www.portadelaidefc.com.au/news/843406/kfc-and-port-adelaide-to-make-a-tasty-combo
AFLRichmondnib18/10/212 yearshttps://www.richmondfc.com.au/news/1025876/nib-extends-joint-major-partnership
AFLRichmondLattitude5/11/214 yearshttps://www.richmondfc.com.au/news/1029109/latitude-steps-up-to-joint-major-partner
AFLSt KildaPepper24/10/212 yearshttps://www.saints.com.au/news/1027036/saints-and-pepper-money-launch-real-life-fund
AFLSydneyQBE3/8/184 yearshttps://www.qbe.com/au/media-centre/press-releases/qbe-and-sydney-swans-announce-renewed-to
AFLWest CoastHungry Jacks31/8/17https://www.sportspromedia.com/news/west-coast-eagles-reunite-with-hungry-jacks/
AFLWest CoastLendi17/10/18https://thewest.com.au/business/online-mortgage-broker-joins-the-eagles-ng-b88993608z
AFLWestern BulldogsMission17/6/203 yearshttps://www.westernbulldogs.com.au/...ion-foods-major-partnership-to-reach-15-years
 


ClubLeagueSponsorAnnounceAnnouncement
AFLCrypto.com18/1/22https://www.adelaidenow.com.au/spor...2/news-story/6c186d49cafba60b3f7f193b1f485658
AdelaideAFLCrypto.com20/1/22https://www.afc.com.au/news/1049592
AdelaideBBLSwyftx7/12/21https://www.adelaidestrikers.com.au/news/strikers-and-swyftx/2021-12-07
BrisbaneAFLSwyftx3/12/21https://www.lions.com.au/news/1036454/swyftx-announcement
Gold CoastNRLTrigonx.com24/11/21https://www.titans.com.au/news/2021...d-coast-titans-to-partner-in-2022-and-beyond/
MelbourneAFLCoinjar.com19/5/21https://www.melbournefc.com.au/news/939704/demons-welcome-coinjar
MelbourneNRLANS Crypto Coin10/9/21https://www.anscryptocoin.com/post/ans-crypto-coin-proud-sponsor-of-melbourne-storm
PerthABLOpenNode17/11/21https://www.perthnow.com.au/sport/a...to-pay-players-and-staff-in-bitcoin-c-4591876
SydneyAFLIndependent Reserve3/12/21https://www.sydneyswans.com.au/news/1036223/swans-announce-partnership-with-independent-reserve
Western BulldogsAFLCoinspot.com21/5/21https://www.westernbulldogs.com.au/news/940595/bulldogs-backed-by-coinspot
 
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