AFL and DiDi Announce Multi-Year Partnership Extension Through 2027

The Australian Football League (AFL) has officially announced a multi-year partnership extension with global rideshare giant DiDi. Under the newly finalised agreement, the transportation platform will continue its tenure as the Official Ride Share Partner of the AFL, AFLW, and Marvel Stadium through until the end of the 2027 competitive season.

Commenting on the partnership extension, AFL executive general manager-customer, commercial & technology, Bec Haagsma, said: “Footy is about bringing people together, and as the AFL and AFLW continue to grow, it’s important that we work with partners who share our commitment to delivering great experiences for our fans.”

“DiDi has consistently supported our fans through convenient transport and valuable offers throughout the season, helping make the journey to the footy and home after the final siren more accessible,” he said.

Expressing his enthusiasm, GM at Marvel Stadium, Scott Fitzgerald, added: “One of our major focuses here at Marvel Stadium is making journeys to and from Marvel Stadium as simple, enjoyable and cost‑effective as possible for our fans. Alongside DiDi we are excited to offer discounted travel for our Stadium & AFL members, and premium customers.”

Fan Accessibility and Stadium Integration with DiDi

The renewed commercial partnership centers heavily on enhancing matchday fan experiences and optimising transport logistics around the league’s primary events. As the AFL and AFLW competition footprints expand, the league’s executive department intends to leverage DiDi’s digital network to provide fans with convenient transport solutions and valuable promotional offers throughout the playing calendar. The alliance aims to make travel to and from football venues more accessible and seamless for consumers.

A primary focus of the renewal will be the deep operational integration of rideshare services at Marvel Stadium in Melbourne.

The venue’s executive management is prioritising initiatives that streamline journeys to and from the stadium precinct, ensuring that transit options remain highly cost-effective and simple for large crowds.

The commercial activation will deliver targeted financial incentives directly to the league’s premium consumer segments:

• DiDi will collaborate with stadium operations to offer specialised discounted travel packages specifically tailored for designated Stadium members.
• The commercial framework extends these exclusive transportation discounts to registered AFL members.
• Premium hospitality corporate customers will also receive dedicated transit incentives to elevate their overall matchday experience.

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