HomeAFLTop AFL Club Commercial Partnerships: Richmond, GIANTS, More

Top AFL Club Commercial Partnerships: Richmond, GIANTS, More

GWS GIANTS AFL Harvey Norman

Top AFL Club Commercial Partnerships: Richmond, GIANTS, More

With the AFL off-season progressing and clubs preparing for the start of the 2022 AFLW competition, here’s the latest commercial partnerships from across the league.

The Richmond Football Club has announced a four-year partnership with Latitude Financial, with the company set to replace Jeep as the new joint-major partner of the club.

The partnership extends until at least the end of the 2025 AFL season, with Latitude’s buy now, pay later product now integrated into the club’s online and in-person store, with Latitude to offer promotions to members and supporters throughout the length of the partnership.

Richmond CEO, Brendon Gale, said the club is excited to see Latitude elevate to the back of the playing jumper position after first starting the partnership in 2021.

“Latitude is an ambitious and forward-thinking company on the rise,” Gale said.

“Our inaugural season together in 2021 has given Richmond great confidence in our ability to support Latitude’s objectives.

“For Latitude to elevate their partnership to a joint-major level, for at least the next four years, sets the foundations for us to keep supporting each other’s short and longer term objectives.

“We are thrilled to be on the journey together with them as partners.

“We know that our 105,000 strong Tiger Army will continue to embrace Latitude as a part of our club, and we look forward to us both continuing to embed them into our operations and daily lives,” he said.

Elsewhere in the league, the North Melbourne Kangaroos have announced a long-term partnership with sporting apparel brand, Puma, who will become the club’s new on-field and off-field apparel and footwear partner from 2022.

As part of the deal, Puma will supply the men’s team’s playing and performance apparel, footwear and retail apparel for the club’s shop.

Puma general manager of Oceania, Pancho Gutstein, said: “We are very proud to partner with one of the most iconic clubs in the AFL.”

“Their storied history aligns with our own long-standing history in sport and AFL.

“We are excited to begin this journey with the club as it enters a new chapter that is sure to be filled with incredible moments and excitement for their fans,” Gutstein said.

Lastly, retail brand, Harvey Norman, has extended its partnership with the GWS GIANTS for a further two years, committing to supporting grassroots clubs across Western Sydney.

With the partnership extension, Harvey Norman will donate $18,000 to local grassroots clubs, with 18 local clubs set to receive $1,000 each to help recover from the effects of the COVID-19 pandemic.

The brand will also remain the principal partner of the GIANTS’ AFLW team, featuring on the front of the club’s AFLW jumpers and will remain featured on the back of the AFL side’s jumpers.

Harvey Norman chief executive officer, Katie Page, said:

“Harvey Norman has been at home in Western Sydney for almost 40 years and the GIANTS have just celebrated a decade in the AFL, so the timing of our partnership extension is very fitting,” Page said.

“To both of us, commitment to community is everything.

“Harvey Norman has supported the GIANTS AFLW team since day one in 2017.

“Our contribution expanded to include the men’s program in season 2021 and we are equally proud to extend our support to both teams.

“We know local grassroots clubs are where a love of sport is developed.

“Harvey Norman is donating $1000 to 18 Western Sydney AFL Junior clubs for season 2022.

“Every one of these clubs have different needs, but we share one ambition to get as many Western Sydney kids as possible back training and playing footy.

“Real success is when every dimension of your local community is sustainable and thriving – from grassroots sport for kids, elite sporting facilities and competition for both athletes and fans through to strong employment and career opportunities.

“That is our goal,” she said.

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