Foxtel Media kicks off AFLW 2026 with Major Brand Backing

Foxtel Media has confirmed that a corporate partners NAB, Toyota, Medibank, Harvey Norman, and AAMI will return as principal sponsors for Kayo Sports and Foxtel’s broadcast coverage of the 2026 AFLW season.

Kicking off on Sunday, 9 August 2026, the upcoming campaign builds on surging viewership momentum, underpinned by historic milestones including Australia’s recent 50-point victory over Ireland’s Banshees in the inaugural international representative match in women’s football, which stands as the most-watched AFLW event ever recorded across Kayo Sports and Foxtel.

Reflecting on the strong commercial partnership landscape and escalating market demand, Sport Sales director – Melbourne & Perth at Foxtel Media, Monika Poposki, emphasised the broader significance of the broadcast investment.

“The 2026 AFLW season marks another milestone for Kayo SPORTS’ commitment to women’s sport as continued investment from leading brands reflects the growing influence of women’s sport and the deep connection it creates with fans.”

“The momentum is clear, with 60% of Australian sports fans now interested in women’s sport, further reinforcing the AFLW’s place as a key part of Australia’s sporting calendar,” Poposki said.

“With every match of the 2026 AFLW season, including every final and the Grand Final, available live across Fox Footy and Kayo SPORTS, our partners have the opportunity to be part of every defining moment and align with athletes, stories and moments that resonate deeply with audiences.

“Combined with premium integrations across our coverage, we’re helping brands engage audiences in authentic ways while supporting the continued growth of women’s football,” Poposki said.

The renewals highlight growing advertiser confidence in elite women’s sport, driven by sustained multi-year audience growth across the competition. Each brand has secured tailored integration packages across the broadcast schedule to maximise consumer engagement without interrupting the live viewing experience.

NAB takes on in-show naming rights, while Harvey Norman assumes ownership of the replay and player of the match segments, and AAMI anchors the dedicated impact moments. Furthermore, Medibank holds naming rights for the returning magazine program The W Debrief for its third consecutive season alongside a weekly branded segment, and Toyota delivers its signature promotional features.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.