HomeAFLTop AFL Commercial Partnerships: Lions, Swans, More

Top AFL Commercial Partnerships: Lions, Swans, More

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Top AFL Commercial Partnerships: Lions, Swans, More

With the start of the 2022 AFL season drawing closer, here are all the latest commercial partnerships from around the league.

Sydney Swans

The Sydney Swans have announced a partnership extension with GambleAware and the Reclaim the Game initiative for a second year, working to tackle the normalisation of sports betting and raise awareness of the risks of gambling.

Sydney Swans CEO, Tom Harley, said the club will work with GambleAware to educate staff, athletes and fans.

“We’re really pleased to extend our partnership with GambleAware and their Reclaim the Game initiative,” Harley said.

“This authentic partnership is aligned with the club’s strong focus to contribute positively as a community leader.

“Raising awareness about the risks of betting is incredibly important, and we will continue to reinforce key messages as part of this.

“As a sporting club, and an organisation that has a lot of young men and women, we believe it’s important we don’t rely on revenue generated from betting companies.

“Therefore, we will continue to abstain from promoting betting advertising or sponsorship,” he said.

Essendon Bombers

Elsewhere, the Essendon Bombers have announced Tradie will become the club’s official underwear, deodorant and bodywash partner, featuring on the players’ training and playing shorts for the upcoming season.

Tradie founder and CEO, Ben Goodfellow, said: “As a lifelong supporter of the Bombers I’m pumped to have the Tradie brand on the shorts for the 2022 season.”

“To be associated to this great club in its 150th year is a privilege, and we look forward to having some fun with the Tradie brand and the Bombers players,” he said.

North Melbourne Kangaroos

The North Melbourne Kangaroos have announced SKINS has joined the club as its official compression partner for 2022.

SKINS commercial sales manager, Allan Sassoon, said: “SKINS Compression has been weaved into the fabric of the AFL for over 20 years and are excited to be supplying the NMFC in the latest SKINS compression ranges, supporting their performance programs across gameday, training, travel and recovery in their quest for peak performance.”

West Coast Eagles

The West Coast Eagles and co-major partner, Hungry Jack’s, have announced an expanded partnership which sees the brand positioned on the club’s AFLW side’s guernsey, with the partnership reaching the 50-year milestone.

Brisbane Lions

Lastly, the Brisbane Lions have announced two partnerships, with Brisbane-based company, Fast, becoming the club’s official one-click checkout partner, and Ticketmaster extending as the ticketing services partner of all Brisbane Lions AFL and AFLW home games.

The Ticketmaster extension was revealed to be a new five-year extension which will see Ticketmaster and the Lions look for ways to attract new fans.

Brisbane Lions general manager of consumer, Ben Kerswill, said: “It’s great to be able to extend our partnership with Ticketmaster with their world leading technology already seeing our crowds at the Gabba grow season by season.”

“Throughout the pandemic Ticketmaster has supported the return of crowds to the Gabba, with socially distanced seating, contact tracing and other measures to keep our fans and members safe.

“Working with Ticketmaster not only gives us access to their in-house technology suite, but a range of certified partners has allowed us to get more people to the Gabba through innovative group and partner ticketing programs,” Kerswill said.

With the Fast partnership, there will be QR codes on digital screens and concourses throughout the Gabba to enable fans to make instant purchases through a streamlines, one-click checkout service.

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