AIA Australia Extends Major Partnership with Collingwood Football Club

Collingwood Football Club has announced that AIA Australia has extended its tenure as a Major Partner and the Official Club Life and Health Insurance Partner.

The extension ensures the life, health, and wellbeing insurer will continue its support of both the AFL and AFLW programs.

By the conclusion of this new agreement, the partnership will have spanned seven years, solidified by a shared strategic focus on community health and elite performance longevity.

A central pillar of the renewed deal is the integration of the AIA Healthiest Schools Program into the club’s Future Magpies initiative.

This expansion aims to deliver educational resources to primary schools nationwide, leveraging Collingwood’s significant brand reach to improve community wellbeing outcomes.

The announcement coincides with Scott Pendlebury’s record-breaking 433rd game, with AIA Australia set to lead content integration and match-day activations celebrating the achievement.

Collingwood CEO, Craig Kelly highlighted the synergy between Pendlebury’s career longevity and the partner’s core values.

“We are delighted to have AIA Australia’s continued support for another year across both our AFL and AFLW programs.”

“Over the past six years, we’ve been working with Damien and the AIA Australia team to promote healthier, longer, better lives.

“It is timely that we celebrate Scott Pendlebury this week. He is no better example of living a healthy lifestyle and prioritising wellbeing, two key focuses of our partnership with AIA Australia.

“An exciting project we have been working on with AIA is how we bring our fans behind the scenes of Scott’s record-breaking game and provide insight through bespoke content pieces that show how he maintains an elite routine, a key contributor to him reaching 433 games,” Kelly said.

From a corporate perspective, the partnership allows AIA Australia to engage with Collingwood’s massive member base to promote its “Healthier, Longer, Better Lives” brand promise.

AIA Australia CEO, Damien Mu, emphasised the broader societal goals of the collaboration.

“At AIA Australia, we’re proud to protect the lives of more than 3.1 million Australians. Beyond this, we are focused on inspiring a healthier future for all Australians, not just our customers,” Mu said.

“We’re thrilled to continue our partnership with the Collingwood Football Club, championing initiatives that empower people to look after their physical and mental wellbeing.”

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