Following the launch of the 2022 AFL season campaign, with the second iteration of the brand platform ‘This Is Us’, on Friday, the AFL has announced Shell V-Power as its official fuel partner for 2022.

The campaign for the season launch focuses on football culture and pre-game rituals with the hope of connecting fans through sounds, smells, sights and feelings, as the campaign includes groundskeepers, volunteers, umpires, community athletes and fans.

Discussing the campaign, AFL executive general manager of customer and commercial, Kylie Rogers, said: “It’s been an incredibly challenging couple of years for the whole country and our fans.”

“We need to reconnect and inspire our fans with the very things they enjoy the most, going to, experiencing and playing the game.

“For millions of Australians, football is more than a game – it’s a way of life, it’s part of who we are.

“This is the essence of the ‘This is Us’ brand platform; a celebration of everything we love about our spectacular game,” Rogers said.

Elsewhere, the league’s partnership with Shell V-Power will see the brand promoted on signage during the 2022 AFL finals series and on the AFL Live App, with the partnership to also provide fans with the opportunity to receive 4 cents per litre off their fuel on the AFL Live App.

Viva Energy (Shell’s local licensee) executive general manager of consumer, Megan Foster, said the partnership will provide fans with the chance to register to redeem the fuel discount daily and combine the discount with existing Coles supermarket dockets and Coles Express discounts to save 18 centre per litre at Shell Coles Express.

“We are committed to meeting the energy needs of Australians by offering high-quality fuels across the country,” Foster said.

“We’re proud to partner with the AFL which has such a rich history in Australia’s sporting culture and through this program, help footy fans reach their destination,” she said.

On the new Shell V-Power partnership, Rogers said: “We know the last few years has been tough for many people across the country, so we’re delighted to partner with Shell fuels to provide our fans with a discount during the 2022 Toyota AFL Premiership season and thank them for their ongoing support of our game.”