As we approach the halfway point of the 2022 AFL season, here are the latest commercial partnerships.

Hawthorn Hawks

The Hawks have announced two partnerships in recent weeks, with Bass Coast City Council and KFC.

Both the AFL side and reserve side, the Box Hill Hawks, have partnered with the council to drive greater participation in the women’s game, while also promoting the south-east region of Victoria.

Commenting on the partnerships, Hawks CEO, Justin Reeves, said: “We’re really pleased to be partnering with the Bass Coast Shire Council as we stand on the cusp of a historic period for the club ahead of our move into the AFLW,” he said.

“The club and the Bass Coast Shire Council are very much aligned in our views in this space and we’re excited by their passion to be involved.

“We hope this partnership can evolve over the coming years to a point where the region sees greater opportunity and exposure at the professional sport level,” he said.

Hawthorn also announced fast food chain, KFC, as an AFLW foundation partner.

After being a major partner for the men’s team, the pair extended the deal for four years and expanded their partnership to the women’s team, with KFC supporting the squad with a career pathway and player development program across the company’s administrative and operations departments.

On the deal, Reeves, said: “This deal further solidifies Hawthorn’s strong partnership with KFC, who remain global leaders in the restaurant industry, but also significant contributors across both the men’s and women’s sporting landscape.”

“Hawthorn’s values and priorities closely align to those of KFC, with both organisations placing a strong emphasis on equality in sport and throughout the broader community.

“Hawthorn is extremely excited to begin its journey into the women’s competition with KFC as an AFLW foundation partner in what is a significant, long-term deal that supports our women’s program both on and off-field,” he said.

GWS GIANTS:

The GIANTS have announced an AU$15 million commitment from the NSW Government to upgrade their training facility, which will help towards securing the future of community and women’s AFL in the state.

The funds will upgrade the Tom Willis Oval, with a plan to establish a dedicated AFLW venue and installing light facilities to ensure their AFLW program meets the high performance and training requirements.

Commenting on the announcement, GWS chief executive office, David Matthews, said: “This is a significant announcement for our football club and for women’s football in New South Wales.”

“We thank the NSW Government and Minister Stuart Ayres for their continued support of the growth of the GIANTS’ community outreach agenda and our female pathway opportunities.

“This project is imperative for us to continue to grow and expand our training and community facility and invest in a dedicated AFLW stadium right here at Sydney Olympic Park.

“We thank Gillon McLachlan and the AFL for their commitment too and look forward to bringing this project to life,” he said.

To read the previous edition of the top AFL commercial partnerships, click here.