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AFL and Toyota Extend Partnership

AFL and Toyota Extend Partnership

The AFL and Toyota Australia have once again strengthened their bond, penning a four-year extension to their iconic partnership. This new agreement cements their relationship for an impressive 24 years, underscoring the mutual trust and shared objectives between the two giants.

Since 2004, Toyota’s involvement has been more than just corporate sponsorship. They’ve been deeply integrated into the sport, from supporting community games on local pitches to sponsoring the elite men’s and women’s leagues. Their commitment extends as the AFL’s official community partner, inclusive of the impactful Toyota Good for Footy program and their ongoing role as the official automotive partner of the NAB AFLW competition.

Central to this partnership is Toyota’s enduring commitment to community clubs, particularly evident in their Good for Footy Raffle. A testament to its success, the raffle has pooled nearly $11 million for grassroots footy clubs since 2008, with this year’s contribution surpassing $1.1 million. Beyond this, Toyota’s support spans various facets of the game, including backing initiatives like the National Volunteer Awards, the National Inclusion Carnival, and the National Wheelchair Championships.

Toyota Motor Corporation Australia President and 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.

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.

While many sports partnerships occasionally run the risk of becoming mere branding exercises, the AFL-Toyota collaboration has consistently showcased the potential of genuine, community-focused integration. As the partnership enters its next phase, grassroots football stands to benefit significantly from their combined resources and vision.

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