Polestar takes first AFLW dedicated automotive partnership

Polestar takes first AFLW automotive partnership with Melbourne Football Club’s AFL Women’s (AFLW) team.

Polestar, the Swedish electric performance car brand, has signed on as a Major Partner of the Melbourne Demons team for the 2025 season. The agreement marks the first dedicated automotive partnership in AFLW history.

The Polestar logo will appear on the Demons’ playing, training, and travel shorts. This move aligns with both organisations’ shared values of innovation, performance, and progress.

AFLW’s first automotive partnership

Polestar Australia Managing Director Scott Maynard highlighted the alignment between the brand and the club.

“This is a unique partnership for Polestar, and we’re proud to lead the way in Australian sport,” Maynard said.

“Melbourne and Polestar both challenge convention. We believe there’s a new way to deliver thrilling performance, and the Demons embody that belief on the field. We’re excited to support them as the AFLW enters its 10th season.”

Founded in Sweden, Polestar champions innovation and sustainability. The brand aims to accelerate the shift towards electric mobility while supporting values-led organisations.

A new chapter for the Demons

Melbourne Football Club Chief Commercial Officer Chris Kearon expressed excitement about the new partnership.

“We’re thrilled to welcome Polestar as a Major Partner ahead of a milestone year for our AFLW programme,” Kearon said.

“Polestar focuses on high performance and pushing boundaries, which matches our mindset as a club. This partnership helps us continue to break new ground in women’s sport.”

He added that the collaboration will not only support the team but also create opportunities to promote innovation and leadership off the field.

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