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AFL Welcomes Sponsorship Extension Supporting Women’s Football Development


The Australian Football League (AFL) has renewed its existing partnership with Australia’s leading equipment hire and solutions provider, Coates, aiming to increase long-term support for the women’s game over the next three years.

Coates expands its support to the AFL Women’s (AFLW), becoming an official partner for Workplay, the league’s industry-first career platform for AFLW players.

The initiative connects AFLW players with flexible employment, education, and career resources to advance their opportunities both on and off the field.

Commenting on the deal, AFL executive general manager customer and commercial, Kylie Rogers, said: ““The AFL is delighted to continue its partnership with Coates as the official partner of AFLW and Workplay in 2023 and beyond.”

“The AFL and Coates share the same commitment to supporting the progression of women in our respective industries and we’re looking forward to continuing to work together to achieve this both on and off the field,” she said.

Coates CEO, Murray Vitlich, added: “Coates is excited to extend our partnership with the AFL to support the AFLW, who continue to lead the way in creating a tremendous platform for their athletes to achieve their football goals and further their aspirations away from the field.

“Like AFL, we are committed to the progression of women and offer AFLW athletes the opportunity to join our business through Workplay, while also supporting their football goals and commitments,” he said.

Additionally, Coates will continue its support as the official naming rights partner of the Coates Talent League (formerly NAB League), the country’s premier underage football pathway competition for junior players in the eastern states, assisting the progression of the next generation’s AFL and AFLW players.

This news comes after the AFL announced a landmark merchandise partnership with Fanatics.

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