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Top AFL Commercial Partnerships 2023: Hawks, Swans, More


Ahead of the highly anticipated 2023 AFL Toyota Premiership season kicking off next month, here are the latest commercial partnerships across the league.

Hawthorn Football Club:

The Hawks have announced a partnership extension with the Tasmanian government, which will remain a fixtured home destination for the club until 2025.

The deal will see Hawthorn host four home games at UTAS Stadium for the next three years.

Commenting on the partnership, Hawthorn President Andy Gowers, said: “We highly value our long-standing relationship with the Tasmanian Government and community and continue to ensure Hawthorn matches in Tasmania generate significant direct and indirect economic impacts to the State, particularly in the transport, tourism and hospitality sectors,” he said.

The club has also announced a new sponsor in global sports headwear giant New Era, joining Hawthorn as the exclusive official on-field headwear partner for the 2023 season.

Sydney Swans

 The Swans have an extended their partnership with GambleAware and the ‘Reclaim the Game’ initiative, reaffirming their commitment raising awareness around the risks associated with gambling.

As part of the deal, the club will continue to disallow sports betting sponsorship at home games, aiming to provide a more family-friendly sporting experience for both their men’s and women’s teams.

Commenting on the partnership, Sydney Swans CEO, Tom Harley, said: “As a football club we believe it is extremely important to provide education to staff, players and fans about the risks associated with gambling.”

Additionally, the Swans have extended their transport and membership agreement with the New South Wales government until 2025, with the inclusion of free public transport to home games to help fans get to the game seamlessly.

Western Bulldogs

The Western Bulldogs have renewed their partnership with Airport Toyota for two more year as they head into the new season.

The deal will see Airport Toyota extend its sponsorship across both AFL and AFLW programs, elevating the brand to platinum partner status.

Celebrating the partnership, Bulldogs CEO, Ameet Bains, said: “We look forward to continue building on our existing relationship with the Airport Toyota Team, and provide more opportunities to further engage the community of the West, our members and fans.”

Additionally, the Dogs are continuing to team up with long-term partner, Victoria University (VU) in 2023 to provide high performance sporting courses and opportunities for students.

Richmond Football Club

The Tigers have welcomed a new five-year partnership with KFC Australia, making them a major partner of the club’s AFL and AFLW teams.

The deal will see KFC’s logo featured prominently across Richmond’s matchdays and training sessions, appearing on the back of the guernsey and the AFL player shorts

Commenting on the new partnership, Richmond CEO, Brendon Gale, said: “We are delighted to have secured a long-term partnership with a well-known brand like KFC.

New AFL Coates Talent League

The AFL’s premier underage football pathway competition for boys and girls in Eastern Australia has acquired a new naming rights partner, the Coates Talent League.

The pair aim to strengthen the link between local clubs and talent pathway systems for up-and-coming stars.

The AFL and Coates will invest in increased youth wellbeing resources for all regions, working closely with community football clubs to provide support for players and coaches.

Commenting on the partnership, AFL head of talent pathways, Grant Williams, said: “To have Coates on board as major partner helps to ensure the ongoing success of the competition and programs within it, while players, coaches, umpires and administrators who are part of the league will continue to receive the support their development requires in high-performance environments,” he said.

To read about the previous commercial partnerships in the AFL, click here.

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