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AFL Commercial Partnerships Wrap Up: St Kilda, Fremantle, More


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he latest week in the 2021 AFL season has seen a number of clubs announce new commercial partnerships and activations.

St Kilda Football Club named Genius Childcare as the clubs’ new coach polo sleeve and media backdrop partner.

St Kilda executive general manager of commercial, Chris Larkins, said the partnership with the childhood education company reflects the clubs’ reach and fan base.

“We are constantly looking to partner with organisations that not only share our values, but also represent our people,” Larkins said.

“We know that one of our largest fan base age groups is aged between 30 and 45 years, a common time for people to be seeking childcare for their family.

“The team at Genius are not only committed to providing excellent care, but also a holistic foundation for the lives of all in their care.

“We look forward to building out a meaningful partnership with Genius as they help us connect to future generations of St Kilda fans,” he said.

Genius national operations manager, Sel Omerovic, said: “Genius is thrilled to be onboard with such a prestigious Australian sporting club.”

“We look forward to forming strong relationships with the club and their fanbase, and feel we can play a pivotal role in connecting with their younger demographic.

“This will also be a fantastic opportunity for our children, families and staff, who will benefit from the people, the expertise and the resources associated with St Kilda,” Omerovic said.

Elsewhere in the league, Fremantle have joined with the Western Australia (WA) Police Force to deliver a themed game to say thank you to first responders in WA.

The partnership saw the club’s match on Saturday showcase the WA Police Force’s vehicle, boats, drones, horses, and dogs.

The partnership also saw the club’s fan and community engagement team hold a coaching accreditation session with the WAFC for more than 20 Aboriginal Police Cadets.

Police cadet, Shaye Taylor, said: “We came down to Perth to do AFL coaching sessions so we can get our accreditation for AFL coaching.”

“It’s so we can become football coaches and build relationships with the community and mainly the kids.

“All you see kids doing these days is picking up the footy and kicking it around, that’s why they want WA Police to get involved so we can get our accreditations, we’ll know how to pick up a football and pass on some extra knowledge to the kids.

“That’s the main aim behind doing this accreditation.

“I’m learning a lot and it’s fun stuff.

“I do some of this at training but I’m learning a lot too.

“It’s good to be here and it’s exciting to see where Fremantle train as well,” she said.

Melbourne Football Clubs’ co-principal partner, Zurich Australia, has confirmed a $10,000 donation to Fight MND, a foundation raising funds and awareness for motor neurone disease.

The donation marks the fourth consecutive year the company has committed to the foundation.

Zurich Life & Investments CEO, Justin Delaney, said: “The annual Big Freeze campaign is close to the hearts of our Zurich employees.”

“We continue to be inspired by the courageousness and tenacity of Neale Daniher and his Fight MND team, and their efforts to raise funds to find a cure for this debilitating disease.

“We are so pleased to hear of some of the recent medical advances made possible by the research funded through this campaign, but we still have a long way to go to realise a world without MND,” Delaney said.

The Sydney Swans have shown their support behind national bowel cancer charity, Jodi Lee Foundation, urging Australians to take the time to take a free bowel cancer screening test that will arrive in the mail as part of the ‘Degrees of Separation’ campaign.

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