Adelaide Crows Mark Launches ‘Kick for Kids’ Campaign

The Adelaide Crows Foundation has launched a new fundraising initiative as part of its 20th anniversary, highlighting how AFL clubs continue to embed community impact into their off-field strategies.

The campaign, titled “Kick in for Kids”, will see 20 pairs of signed, player-worn boots from the 2025 season auctioned, with proceeds directed towards foundation programs.

These programs focus on youth support across education, mental health, and social inclusion, areas increasingly prioritised by AFL clubs as part of their broader corporate responsibility strategies.

Players as Fundraising Ambassadors

Crows players Luke Nankervis and Charlie Edwards have been positioned at the forefront of the campaign, reflecting the AFL’s wider use of player profiles to build authenticity around social impact initiatives.

Underscoring the responsibility players have in leveraging their platforms, Edwards, said:“We were both lucky growing up and we’re now in a unique position where we can help to raise vital funds for the Foundation to help kids in need.”

Adding that direct experiences, such as recent hospital visits, had shaped his perspective, Nankervis, noted: “The hospital visit was pretty eye-opening, to see what some of those kids are going through. It’s nice to be able to give back, and we are planning to get out to see more and, as Charlie said, hopefully put smiles on their faces.”

Commercial and Strategic Dimensions

While positioned as a charitable initiative, Kick in for Kids also serves a commercial function by deepening fan connection through memorabilia auctions and providing corporate partners with alignment opportunities around purpose-led activity.

The Foundation has previously delivered projects such as installing play equipment at Ronald McDonald House and supporting families linked to the Childhood Cancer Foundation, as well as high-profile fundraising through former player Taylor Walker’s AUD75,000 contribution to the Leukaemia Foundation.

For the Crows, the 20th anniversary presents both a legacy moment and a platform to reaffirm their social impact credentials in an increasingly competitive sports market.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.