HomeAFLTop AFL Commercial Partnerships: Crows, Swans, More

Top AFL Commercial Partnerships: Crows, Swans, More

Top AFL Commercial Partnerships: Crows, Swans, More

Following the end of the AFL season and the AFLW nearing its conclusion, here is the latest news from the sport.

Adelaide Crows

Adelaide Crows sold their esports platform, META, to investment firm Guinevere capital.

META offered high-school aged Australian and New Zealand gamers the opportunity to compete in esports.

Following the sale of Crows’ esports team, Legacy, Adelaide no longer have any stake in online gaming.

Elaborating on the decision, Crows’ CEO, Tim Silvers, said: ““As we have previously outlined, our priorities and strategic agenda have shifted and we have a clear football-first focus.”

“Right now we want to see our men’s team back playing finals, sustained on-field AFLW success and an enhanced connection with Crows members and supporters,” he said.

Sydney Swans

Sydney Swans have partnered with Symmetra to develop a diversity action plan.

Symmetra work globally on workplace inclusivity to improve company performance.

The diversity action plan focuses on improving the Swans’ inclusion four minority groups: females, the LGBT+, disabled and multicultural communities.

Commenting on the partnership, Swans CEO, Tom Harley, said: ““At the Swans we’re really cognisant of our role as a community leader in not just valuing difference but celebrating and embracing it – and we firmly believe that having a diverse and inclusive workplace will make our club stronger.”


The AFLW has announced it will hold a one-off over-age draft in February or March 2023.

As the AFLW reshuffles its calendar, the break between the seventh and eighth editions of the AFLW will feature no junior girls’ football.

As such, no new talent will be available to clubs prior to the upcoming season.

Instead, clubs will select from previously undrafted players and state league players.

The calendar reshuffle is a legacy of COVID-19, which led to the sixth season finishing in April, and season seven beginning in August.

It is hoped that from 2023 the senior and junior seasons will run in parallel and align with the male AFL schedule.

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

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