HomeAFLTop AFL Commercial Partnerships: Collingwood, Richmond, More

Top AFL Commercial Partnerships: Collingwood, Richmond, More

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Top AFL Commercial Partnerships: Collingwood, Richmond, More

With the AFL offseason ongoing and clubs preparing for the AFLW season, beginning on 6 January, here are the latest commercial partnerships from across the league.

The Richmond Football Club have announced a new long-term partnership with PUMA until the end of the 2026 season, seeing the global sportswear company become the official footwear partner of all Richmond teams.

PUMA has been the official apparel partner of the club’s men’s side since 2017, and will continue their support of the Bachar Houli Foundation and Korin Gamadji Institute programs and participants.

Richmond CEO, Brendon Gale, said: “We are proud to partner with a world-renowned brand like PUMA and are greatly excited that this agreement will take our relationship to 10 years.”

“Since partnering with PUMA late in 2016, we have been incredibly fortunate to have shared some success together and it’s fitting that our players, staff and supporters have worn the fantastic PUMA apparel throughout that time.

“PUMA have also been an active partner in enabling our social impact programs across the Korin Gamadji Institude and Bachar Houli Foundation.

“They continue to support and enhance our themed match day partnerships including Dreamtime, Anzac Eve and Alannah & Madeline Foundation and have enabled us to bring these to life.

“PUMA and Richmond are connected at so many levels across our club in what is a highly successful partnership and one that we hope can continue long into the future,” Gale said.

Elsewhere in the AFL, the Gold Coast SUNS have extended their long-term partnership with medical brand, Elastoplast, until at least the end of 2023.

The club has also extended their official partner, Austworld, for a further three years, with the brand to retain their official naming rights of the SUNS’ elite training and administration facility, as well as their branding position on the club’s playing and training shorts.

The Fremantle Dockers have named Sullivan Logistics the official transport and logistics provider of the club for the next three seasons, with their logo to appear on the club’s interchange at Optus Stadium and on the sleeves of the players, coaches, and staff media polo shirts.

The Collingwood Football Club have announced KFC Australia as the club’s new premier partner as part of a four-year deal, seeing the brand feature across the back of the home and front of the away jumpers across the club’s AFL, AFLW, VFL, and VFLW sides.

KFC chief marketing officer, Kristi Woolrych, said: “We’re known for creating great combos, but Kentucky Fried Chicken and Pies surely takes the cake.”

“We’re thrilled to be Collingwood’s newest premier partner, working closely to support the team, as well as the club’s growing community.

“We’re always looking for ways to support the football community further, and we’re excited for what the next four years will bring.

“We’re also delighted to be teaming up with the club to create their AFLW career pathway and development program.

“This is a new program for both Collingwood and KFC to be involved in and one we are fully supportive of,” Woolrych said.

Lastly, Port Adelaide have partnered with Foodbank in an effort to encourage people to participate in the annual food drive ahead of Christmas.

The club will work with Foodbank to encourage the South Australian community to donate food or money across four warehouses or food hubs in the lead up to 17 December.

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