ATCO Australia Secures Naming Rights for WAFLW Competition

ATCO Australia has signed a three-year agreement to become the first-ever naming rights partner of the WAFLW.

The deal, which includes an option for a further two-year extension, was brokered by Perth-based sports marketing agency Playbookx and ensures the state’s premier women’s competition will now be known as the ATCO WAFLW.

Expressing the company’s pride in backing the highest tier of the women’s game in the state, ATCO Australia CEO, John Ivulich, said: “We are thrilled to put our support behind a competition that champions inclusion and showcases the fantastic talent of established and emerging female footballers.”

Playbookx CEO, Scott Gooch, added that the partnership reflects the “tremendous” year-on-year elevation of the league and its critical role in developing elite stars for the national AFLW stage.

The partnership aligns ATCO, a global energy and infrastructure provider with a 60-year history in Australia, with a league responsible for producing top-tier talent like reigning No.1 AFLW draft pick Olivia Wolmarans.

This investment is designed to bolster the commercial stability of the competition while strengthening ATCO’s community presence across Western Australia.

As the exclusive naming rights holder, ATCO will benefit from significant brand integration across match-day activations, digital broadcasts, and athlete-led content.

With the 2026 season approach, the WA Football Commission and Playbookx intend to leverage this partnership to further professionalise the league’s operations and fan engagement.

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