Geelong Cats, Lee Kum Kee Partner for 2025 Season

As sports teams seek new revenue streams and deeper fan connections, the Geelong Cats have partnered with global Asian sauce brand Lee Kum Kee for the 2025 AFL season.

This agreement welcomes Lee Kum Kee as a Premier Partner and the club’s official Asian sauce sponsor of Geelong Football Club, creating a fusion of sport and culinary culture.

Commenting on the partnership, Geelong Cats COO, Marcus King, said: “Bringing footy and food together is something we know our fans love.

“Like our Club, LKK has a strong focus on community and collective outcomes, and we look forward to working with the team at Lee Kum Kee in 2025,” he said.

Lee Kum Kee’s Business Development Director – Oceania, APAC, Gary Hui, added: “Just as the Cats bring excitement and energy to the field, Lee Kum Kee is dedicated to elevating everyday meals with bold and delicious flavours.”

“Through this partnership, we look forward to engaging with footy fans, celebrating community spirit, and sharing our love of great food – both at the stadium and beyond,” Hui said.

This collaboration reflects a broader AFL trend where clubs pursue cross-industry partnerships to boost fan engagement and commercial value.

The deal includes matchday activations at GMHBA Stadium, where Lee Kum Kee products will be featured in food offerings, allowing fans to experience their signature sauces.

Additionally, MasterChef stars Mimi Wong and Declan Cleary will deliver high-profile Asian-inspired footy bites using Lee Kum Kee’s signature sauces.

Lee Kum Kee will also participate in AFL Barwon grassroots events, reinforcing its community presence and supporting local initiatives.

This integration strengthens brand recognition and builds deeper fan connections beyond the stadium.

Sports organizations are increasingly seeking diverse sponsorships to boost fan engagement and financial outcomes.

Non-traditional deals, especially in the food and beverage sector, signal a shift in how AFL clubs build commercial sustainability.

By partnering with Lee Kum Kee, the Geelong Cats are evolving their commercial strategies to enhance fan engagement and long-term growth. This collaboration sets a precedent for broader industry partnerships, illustrating how sports and food brands drive innovation in sponsorships.

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