Sponsorship & Commercial Partners

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• Hawthorn Football Club is proud to announce a lucrative long-term partnership with leading sports apparel company ISC.
• Western Sydney University will extend its support of the GIANTS to become the major partner of the club’s AFLW program.
• METRICON Stadium will have a new name by the end of the year with the Gold Coast Suns losing two long-time sponsors on agreements worth millions of dollars.
• Global sports footwear and clothing giant New Balance has today formally become the official apparel sponsor of the West Coast Eagles.

 

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• The AFL has ended its 30+ year sponsorship with major beverage partner Coca-Cola. It is expected Schweppes will become new beverage partner from 2023. The league has been tipped to enter a new major deal with Schweppes Australia.

 

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Code	League	Date	Team	Company	Level	Term	Amount	Offical Link
Australian Football	AFL	7/2		Coates Hire	Pathway			AFL
Australian Football	AFL	24/1	Richmond	KFC	Major	5 Years		Richmond
Australian Football	AFL	1/2	St Kilda	Mosh	Major	2023		Saints
Australian Football	AFL	9/2	Carlton	Hyundai	Major	5 years		Carlton
Australian Football	AFL	14/2	Sydney	La Marcozzo	Coffee Machines			Sydney

 

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[I Remember Bluey]

Tradie extends support for the Bombers

Dons announce four-year partnership with Tradie.

www.essendonfc.com.au

Tradie extends support for the Bombers​

Dons announce four-year partnership with Tradie.

The Essendon Football Club is excited to announce a new four-year partnership with iconic Australian brand, Tradie.

Tradie first joined the Bombers’ family ahead of the 2022 season and will continue as the club’s official underwear, deodorant and body wash partner. Tradie will feature on the AFL players' training and playing shorts until the end of the 2026 AFL Premiership Season.

 

[I Remember Bluey]

Employment Hero joins the Essendon family

The three-year partnership will see Employment Hero become the HR platform used by the club.

www.essendonfc.com.au

The three-year partnership will see Employment Hero become the HR platform used by the club.

The Bombers are pleased to welcome digital human resources solution Employment Hero to the club, with the Australian company coming on board as a Commercial Partner of the Essendon Football Club.

The three-year partnership will see Employment Hero become the HR platform used by Essendon.

Employment Hero is the world’s leading HR, payroll and employee engagement platform. Its powerful employment platform and groundbreaking employment superapp, Swag, are changing work for the better.

The award-winning employment software helps launch businesses on the path to success by powering more productivity every day.

Employment Hero services over 200,000 businesses, collectively managing over 1 million employees. 85% of business leaders agree Employment Hero makes managing employment easier.

Founded in 2014 by Ben Thompson and Dave Tong, Employment Hero has focused on making employment easy by managing the employee lifecycle, from recruitment to onboarding, performance and payroll.

Essendon Executive General Manager of People and Culture Caroline Monzon said the club was thrilled to work with Employment Hero for all its HR needs.

“We are excited to embark on this important partnership with Employment Hero which will enable us to elevate our employee experience to a new level,” Monzon said.

“When we went to market, it was important to us to secure a provider that could deliver a cutting-edge solution that would allow us to manage and administer a range of processes across the employment lifecycle, with the flexibility to best service the needs of our diverse workforce.”

Employment Hero Marketing Director Tasman Page said they were excited to collaborate with their first sporting organisation in the Bombers.

“We’re so proud to partner with Essendon, a great AFL club with a deep history and connection to small business and community,” Loiterton said.

“As Employment Hero’s first sporting partnership we’re looking forward to supporting Essendon’s season and providing whatever assistance we can to the great EFC fans who own, run and work for local businesses across Australia. All the best Bombers, here’s to a super year.”

 

[The_Wookie]

Full list of partnership announcements since the end of last season (at least as far as I can find)

Club	Company	Term	Date	Link
AFL	BWS	2 years	23/3	AFL link
AFL	TCL	2023	22/3	AFL Link
AFL	Coates	3 years	7/3	AFL Link
AFL	Fanatics	10 years	3/3	AFL Link
AFL	Asahi Beverages	4 years	15/12	AFL Link
Adelaide	Prohibition		25/11	Club Link
Adelaide	Toyota	4 years	7/3	Club Link
Brisbane	McDonalds	3 years	23/11	Club Link
Brisbane	New Balance	4 years	7/11	Club Link
Brisbane	Caltex	2 years	19/1	Club Link
Carlton	Hyundai		9/2	Club Link
Carlton	BUPA		14/3	Club Link
Essendon	Employment Hero	3 years	23/3	Club Link
Essendon	Tradie	4 years	10/3	Club Link
Fremantle	DP World Australia		18/3	Club Link
Fremantle	InSitchu	3 years	13/3	Club Link
Fremantle	Bankwest	4 years	21/10	Club Link
Geelong	Pepperstone		22/3	Club Link
Geelong	Arkana Energy	2 years	17/3	Club Link
Gold Coast	Sixt	3 years	17/11	Club Link
GWS	Valo		9/2	Club Link
GWS	ACT Government	10 years	11/12	Club Link
GWS	Western Sydney University	2023	25/10	Club Link
Hawthorn	Ringers Western		9/3	Club Link
Hawthorn	Tasmania	2 years	31/1	Club Link
Hawthorn	New Era		21/11	Club Link
Hawthorn	Tasmania	2023	18/11	Club Link
hawthorn	ISC		1/11	Club Link
Melbourne	Mclardy McShane Lawyers	2 years	14/3	Club Link
Melbourne	Bsc Bodyscience	2023	3/3	Club Link
Melbourne	Penfolds	2 years	21/2	Club Link
Melbourne	Yo Pro	2 years	16/2	Club Link
Melbourne	IG	2023	6/10	Club Link
North Melbourne	McDonalds	3 years	16/2	Club Link
North Melbourne	Laing O'Rourke		6/12	Club Link
North Melbourne	TTLines	3 years	1/12	Media Link
Richmond	KFC	5 years	19/1	Club Link
Richmond	Motorola	2023	21/2	Club Link
St Kilda	RSEA	4 years	23/2	Club Link
St Kilda	Red Rooster		24/11	Club Link
St Kilda	CMC Markets	3 years	21/11	Club Link
St Kilda	Moorabin Airport		6/10	Club Link
St Kilda	Mosh	2023	1/2	Club Link
Sydney	Fiserv		13/3	Club Link
Sydney	Carsales		2/3	Club Link
Sydney	La Marcozzo		15/2	Club Link
Sydney	Symmetra		19/10	Club Link
West Coast	New Balance		1/11	Club Link
Western Bulldogs	Two Birds Brewing		22/3	Club Link
Western Bulldogs	Airport Toyota	2 years	7/12	Club Link

 

[The_Wookie]

Club	Company	Term	Date	Link
AFL	BWS	2 years	23/3	AFL link
AFL	TCL	2023	22/3	AFL Link
AFL	Coates	3 years	7/3	AFL Link
AFL	Fanatics	10 years	3/3	AFL Link
AFL	Asahi Beverages	4 years	15/12	AFL Link
Adelaide	Prohibition		25/11	Club Link
Adelaide	Toyota	4 years	7/3	Club Link
Adelaide	Valo	2023	24/3	Club Link
Brisbane	McDonalds	3 years	23/11	Club Link
Brisbane	New Balance	4 years	7/11	Club Link
Brisbane	Caltex	2 years	19/1	Club Link
Carlton	Hyundai		9/2	Club Link
Carlton	BUPA		14/3	Club Link
Essendon	Employment Hero	3 years	23/3	Club Link
Essendon	Tradie	4 years	10/3	Club Link
Fremantle	DP World Australia		18/3	Club Link
Fremantle	InSitchu	3 years	13/3	Club Link
Fremantle	Bankwest	4 years	21/10	Club Link
Geelong	Pepperstone		22/3	Club Link
Geelong	Arkana Energy	2 years	17/3	Club Link
Gold Coast	Sixt	3 years	17/11	Club Link
GWS	Valo		9/2	Club Link
GWS	ACT Government	10 years	11/12	Club Link
GWS	Western Sydney University	2023	25/10	Club Link
GWS	Aperol		13/4	Club Link
Hawthorn	Ringers Western		9/3	Club Link
Hawthorn	Tasmania	2 years	31/1	Club Link
Hawthorn	New Era		21/11	Club Link
Hawthorn	Tasmania	2023	18/11	Club Link
hawthorn	ISC		1/11	Club Link
hawthorn	Ryman Healthcare	multi year	4/4	Club Link
hawthorn	Hellyer Metals		31/3	Club Link
hawthorn	Trilogy Funds		30/3	Club Link
Melbourne	Mclardy McShane Lawyers	2 years	14/3	Club Link
Melbourne	Bsc Bodyscience	2023	3/3	Club Link
Melbourne	Penfolds	2 years	21/2	Club Link
Melbourne	Yo Pro	2 years	16/2	Club Link
Melbourne	IG	2023	6/10	Club Link
North Melbourne	McDonalds	3 years	16/2	Club Link
North Melbourne	Laing O'Rourke		6/12	Club Link
North Melbourne	TTLines	3 years	1/12	Media Link
North Melbourne	RedZed		7/4	Club link
North Melbourne	Canohm	2023	3/4	Club link
Richmond	KFC	5 years	19/1	Club Link
Richmond	Motorola	2023	21/2	Club Link
St Kilda	RSEA	4 years	23/2	Club Link
St Kilda	Red Rooster		24/11	Club Link
St Kilda	CMC Markets	3 years	21/11	Club Link
St Kilda	Moorabin Airport		6/10	Club Link
St Kilda	Mosh	2023	1/2	Club Link
St Kilda	Thirsty Camel	2023	6/4	Club link
Sydney	Fiserv		13/3	Club Link
Sydney	Carsales		2/3	Club Link
Sydney	La Marcozzo		15/2	Club Link
Sydney	Symmetra		19/10	Club Link
Sydney	HSBC	2 years	4/4	Club link
Sydney	Qatar Airways	multi year	3/4	Club Link
West Coast	New Balance		1/11	Club Link
West Coast	Hawaiin		4/4	Club link
Western Bulldogs	Two Birds Brewing		22/3	Club Link
Western Bulldogs	Airport Toyota	2 years	7/12	Club Link

 

[The_Wookie]

• As Australia’s premier sports bar and grill, The Sporting Globe delivers the best sport-watching experience for its patrons across 19 venues nationally.
• Geelong Football Club is excited to announce a new partnership with Asahi Lifestyle Beverages, named as an Official Partner of the Cats.
• North Melbourne is pleased to announce a new three-year partnership with Australia’s most trusted paint brand Dulux.

 

[BallaratBulldog]

 

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L-R: AFL's Kylie Rogers, Andrew Dillon, Toyota's Matt Callachor, AFL's Gillon McLachlan, Toyota's Tim Stuckey and Vin Naidoo.

18.09.2023 Toyota Australia and the AFL renew the largest sporting partnership in Australia OH WHAT A FEELING! The AFL and Australia's leading automotive company, Toyota Australia, have today renewed the largest sporting partnership in the country. The new deal sees a four-year extension for the AFL’s Premier Partner, taking the length of the partnership to 24 years, building on what has been one of the world’s strongest sporting partnerships for the last two decades. Since 2004, Toyota has been instrumental in supporting and growing footy, from grassroots to the elite men’s and women’s competitions. Toyota continue as the league’s official community partner, which includes the Toyota Good for Footy program, as well as continuing as official automotive partner of the NAB AFLW competition. A vital part of the partnership is Toyota’s focus on community clubs through its Toyota Good for Footy program, which encompasses initiatives such as the Good for Footy Raffle. Since its inception in 2008, the Toyota Good for Footy Raffle has raised almost $11 million for grassroots footy clubs, which has continued to positively impact football communities across the country. In 2023 the Toyota Good for Footy Raffle has raised more than $1.1 million alone. The Toyota and AFL partnership also sees the league’s Premier Partner support the National Volunteer Awards, the National Inclusion Carnival and the National Wheelchair Championships. Toyota Motor Corporation Australia President & CEO Matt Callachor said the sponsorship is a source of pride for Toyota and its 275 dealers across Australia who are excited to continue being a part of the AFL family until at least the end of the 2027 season. “A vital part of the sponsorship is Toyota’s focus on community clubs with its Good for Footy Program, which encompasses initiatives such as the Good for Footy Raffle. “This year the Raffle has raised to date a record-breaking $1,181,640, which is the highest amount raised in the campaign's history and the extension of the sponsorship will only enhance the opportunities available for grassroots football clubs over the coming years,” he said. AFL Chief Executive Gillon McLachlan said the AFL is proud to continue its partnership with Toyota Australia. "The people and brands we choose to partner with reflect our values and beliefs. From community footy to elite athletes, Toyota has touchpoints with all aspects of our game, and we are proud to be supported by such an iconic brand. “Toyota has become synonymous with our game at all levels, and to be able to continue one of the longest partnerships in our history is momentous for the league and footy fans alike,” he said. AFL Executive General Manager, Customer and Commercial Kylie Rogers said the partnership extension with Toyota is something all football fans can celebrate. “Toyota Australia is committed to superior quality and constant innovation, and we look forward to growing our game even further with them over the next four years. “We are proud of Toyota’s Good for Footy program and will continue to support these initiatives that help community clubs thrive,” she said.

 

[The_Wookie]

Saints welcome Westinghouse as new major partner

St Kilda Football Club is pleased to announce a three-year partnership with the iconic appliance brand that’s been loved by Aussies for 80 years, Westinghouse.

www.saints.com.au

Port Adelaide Welcomes Global Card Scheme UnionPay

The Port Adelaide Football Club is proud to announce a multi-year partnership with global card scheme UnionPay and leading Australian financial technology company Intella Payments.

www.portadelaidefc.com.au

Macron Apparel extend partnership for four more years

Macron has extended their technical apparel partnership with the club for four more years.

www.portadelaidefc.com.au

Fremantle McHappy to extend partnership

The Fremantle Football Club is proud to announce the renewal of its partnership with McDonald's

t.co

Bombers welcome Premier Traditional Homes

Prestigious Australian building company joins Dons.

www.essendonfc.com.au

Ampol joins the Navy Blues

The Carlton Football Club has unveiled Ampol as a Platinum partner for the next three years.

www.carltonfc.com.au

Crows and Toyota celebrate 33 years as partners

The partnership is one of the most enduring relationships in Australian sport

www.afc.com.au

 

[The_Wookie]

• In an AFL-first, Adelaide is launching a new post-game show, Crows Live, to give members and fans greater access to players and coaches following its games at Adelaide Oval. In a format similar to talkback radio, Crows Live will be live streamed via the Club’s App and website, giving people the opportunity to send in questions or thoughts during and after all Crows home matches throughout the 2024 Toyota AFL Season.
• The Adelaide Crows Foundation’s Crows on Country program, which aims to get remote students excited about maths and science, will be extended in 2024 and 2025 to reach even more students across the APY Lands thanks to a new partnership with the Anangu Communities Foundation.
• Crows CEO: We also have a growing membership base and following last year’s record-breaking tally, we’re on track for an even better result and it looks as though we’ll push past 70,000
• The Brisbane Lions have locked in a new partnership with leading Australian online travel agent, TripADeal for the 2024 Toyota AFL Premiership Season. As part of the partnership, the TripADeal logo will feature on the collar of Chris Fagan’s match day kit and that of his coaching assistants.
• Collingwood is pleased to announce it has renewed its partnership with Access Covers Australia (ACA) for another two years. As a Club partner since 2020, ACA has re-signed with the Club until at least the end of 2025.
• The Fremantle Dockers are proud to announce the extension of their partnership with Burley Sekem as the Club’s official apparel sponsor until at least 2027. Originally joining forces in 2020, Fremantle and Burley Sekem have forged a partnership that is committed to fostering community impact and success, with all Fremantle’s game day guernseys manufactured in WA.
• Once again this year, Macca’s will be offering all Freo ticket holders and members who are in WA a free Big Mac on the Monday following a win, home or away.
• Geelong Football Club is excited to announce a new partnership with Marathon Food Industries’ leading brand Marathon, Australia’s market leading producer of fun snacking products including Dim Sims, Spring Rolls, and Puffy Dogs. For the next three years, Marathon’s great-tasting Asian-inspired products, made from fresh Australian ingredients, will feature in the newly completed Joel Selwood Stand and throughout GMHBA Stadium for Geelong Cats AFL and AFLW games. In addition, Marathon will also feature prominently on the sleeve of the 2024 Cats men’s media polo.
• Geelong Football Club and Simonds Homes have renewed their partnership for a further five years. First joining the Cats in 2006, the extension will see Simonds Homes and Geelong Cats partnership span an incredible 17 years.
• Geelong Football Club is excited to announce a renewal of its partnership with Carlton & United Breweries (CUB) for a further five years.
• The GIANTS are excited to announce a new partnership with EB Research Partnership (EBRP), a charity dedicated to funding research to treat and cure the rare skin disease Epidermolysis Bullosa (EB).
• Hawthorn is thrilled to announce an exciting membership milestone, with 70,000 members signing on at the start of the season for the first time.
• the Melbourne Football Club is pleased to announce its partnership with Harvest Snaps.
• Melbourne Football Club is excited to celebrate ten years of collaboration and support from Haymes Paint, Australia’s largest paint brand that is Australian Made and Owned. Haymes Paint has a special relationship with the Demons, celebrating a decade as a Major Partner of the club.
• North Melbourne has welcomed Bulk Nutrients as its official Protein and Supplement Partner. The new two-year partnership will see Bulk Nutrients provide North Melbourne with its range of high-quality protein powders and supplements to support the development, performance and recovery of both the club's AFL and AFLW players.
• PORT ADELAIDE is proud to announce a new principal partnership with Turner Freeman Lawyers ahead of the 2024 AFL season.
• PORT ADELAIDE is pleased to announce a new partnership with Credit Union SA. The deal marks the largest sporting partnership in Credit Union SA’s history and will see both brands align to offer exclusive deals and prize opportunities to both the iconic South Australian brand’s customers, and Port Adelaide members.
• St Kilda Football Club is proud to welcome Security Shift as the club’s new IT and Recruitment Partner. Security Shift, a subsidiary of long-term club partner 5G Networks, will be featured on the apparel of all club recruitment staff, list management announcements, as well as football department laptops and IT products.
• Australia’s number one laundry brand and the Official Laundry Partner of the AFL, OMO, is joining forces with the Sydney Swans to take fans behind-the-scenes with the club’s trainers. As part of the partnership with the Swans, OMO's iconic branding will prominently feature on the towels and mats utilised by the team's trainers during games. OMO will also have special access to tell inspiring stories featuring these critical members of the Sydney Swans family, to be shared with devoted fans throughout the year.
• Season 2024 will see us welcome the world’s number one bourbon, Jim Beam to the Sydney Swans family. As part of the two-year partnership, Jim Beam will become the Official Spirits Sponsor of the Sydney Swans, bringing to life the partnership through authentically connecting with our fan base.
• Australia’s leading cough brand1 DURO-TUSS has joined the Sydney Swans team as an Official Partner for season 2024. To kick-off the partnership, the DURO-TUSS Super Chesty mascot attended Opening Night at the SCG, engaging with fans on Driver Avenue and cheering on the team in our win over Melbourne.
• The Western Bulldogs have welcomed Itinerant Spirits as the Club’s Official Spirits Partner for 2024. Itinerant Spirits is a world class distillery and cocktail bar, housed in recently opened Goods Shed in central Ballarat, and the producer of Gallivanter Gin, Vansetter Vodka and, in time, Wayfarer Whiskey.
• The Western Bulldogs are pleased to announce a renewal and an elevated partnership with People First Bank, which will become the official AFL Coaches Partner for the next four years.