AFL and Colgate Extend Partnership with New “Colgate Red Carpet” Naming Rights

The AFL has announced a multi-year extension of its partnership with Colgate, reinforcing the brand’s status as the Official Smile of the AFL. The renewal expands Colgate’s presence within the league’s high-visibility assets, most notably securing the naming rights to the Brownlow Medal Red Carpet.

The event, now officially known as the Colgate Red Carpet, will serve as a premier commercial platform during the AFL’s most prestigious individual awards night.

The partnership will also see the return of the Colgate Sparklebot, integrating the brand’s digital and physical identity into the broadcast.

Strategic Pillar: Confidence and Resilience

The partnership is built on the “Smile Strong” campaign, which emphasises the connection between oral health, personal confidence, and athletic performance.

As part of the announcement, Colgate launched a new hero film featuring Carlton FC Captain Patrick Cripps. The content traces Cripps’ trajectory from rural Western Australia to elite professional sport, highlighting the resilience required to succeed at the highest level.

AFL executive general manager of customer, commercial, and technology, Bec Haagsma, noted that the extension is a mechanical necessity for the league’s lifestyle and wellness portfolio.

“Continuing to bring confidence and encouraging everyone to smile strong will be a fitting connection on the AFL’s biggest night,” Haagsma said.

Senior director of marketing South Pacific at Colgate-Palmolive, Anand Taparia, highlighted the shared values of the two organisations.

“At Colgate, we believe a healthy smile unlocks confidence and helps people perform at their best, both in footy and in life.”

“Extending our partnership… allows us to champion oral health while celebrating the confidence and ‘Smile Strong’ spirit that defines the league.”

Commercial and Final Series Activations

Beyond the Brownlow Medal, Colgate’s 2026 commercial footprint includes:

• Finals Series Integration: Extensive LED signage and in-game activations during the 2026 Toyota AFL Finals Series.
• Minor Finals Presence: Dedicated brand moments during all minor finals to maintain engagement throughout the post-season.
• Community Advocacy: Continued support for oral health initiatives across both elite and grassroots levels of the game.

Market Context

The renewal follows a string of successful consumer-facing partnerships for the AFL in 2026, including the Bunnings “Legend of the Tongs” and the Cadillac Formula 1® commercial alignment.

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