SEN and Four’N Twenty Renew Partnership with Expanded Coverage

The Sports Entertainment Network (SEN) has announced the renewal and expansion of its partnership with Patties Food Group, bolstered by a deeper integration of the iconic Four’N Twenty brand across multiple sports broadcasts. The partnership spans the AFL, NFL, Test Cricket, and NRL, with enhanced initiatives and new activations set to roll out in 2025.

AFL Nation and Sustainability Initiatives
Four’N Twenty will continue as the shared naming rights partner for AFL Nation, SEN’s broadcast of the 2025 AFL Premiership Season. This ensures the brand maintains visibility across every capital city and regional Australia during AFL’s flagship games. AFL Nation’s coverage, featuring prominent broadcasters such as Gerard Whateley and Garry Lyon, will extend across radio, the AFL app, and the AFL website.

Adding to this long-standing partnership, SEN and Four’N Twenty will introduce a ‘Sustainability Round’ in June 2025. This initiative will align with Four’N Twenty’s commitment to environmental efforts and will be featured prominently through SEN’s digital platforms during the AFL season.

Expanded Coverage into NFL, Cricket and Rugby League
The partnership’s reach will extend further in 2025, with Four’N Twenty becoming a shared naming rights partner for SEN’s NFL coverage. This includes the 2024-25 NFL Playoffs and Super Bowl LIX, where Ben Graham and Gerard Whateley will deliver live commentary from New Orleans.

In cricket, Four’N Twenty will act as the presenting partner for SEN’s Summer of Test Cricket, including India’s tour of Australia from November 2024 to January 2025. The partnership also encompasses SEN League’s 2025 season, solidifying Four’N Twenty’s connection to rugby league audiences.

Rugby league will also see increased engagement, with Four’N Twenty continuing its presence as a key partner for SEN League, featuring coverage of the 2025 season that aims to capture the passion and excitement of rugby league fans across Australia.

Patties Group’s Broader Engagement with SEN
Patties Food Group is also renewing its engagement with SEN’s national drive program, The Run Home. The renewed deal introduces the On The Menu Club, which will feature pop-up events in Sydney and Melbourne tied to key sporting events.

Strategic Brand Alignment
Daniel McGuire, SEN’s Chief Commercial Officer, praised the partnership, highlighting its alignment with SEN’s commitment to connecting fans with their favourite sports. Anand Surujpal, Chief Marketing and Growth Officer of Patties Food Group, emphasised the collaboration’s role in enhancing community engagement, particularly through sustainability initiatives.

This multi-faceted partnership underscores the mutual benefits of aligning prominent Australian brands with popular sporting content, offering a cohesive and wide-reaching strategy to captivate diverse audiences.

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