4 min read

Top AFL Commercial Partnerships: Suns, Lions and More. 


As the 2022 AFL premiership season continues, here are all the latest commercial partnerships from around the league.

Gold Coast Suns:

The Gold Coast SUNS and Sharp Extensive IT (Sharp EIT) announced a five-year partnership.

Sharp EIT is now the official display screen and club ball partner.

The partnership will include Sharp EIT brand placement on the Gold Coast SUNS club ball and match day assets.

Sharp EIT will also work with the Gold Coast SUNS and Metricon Stadium to update stadium display elements.

Commenting on the partnership, Gold Coast SUNS chief executive, Mark Evans, said: “We’re proud to welcome Sharp EIT to our Partner family and have an industry-leading professional working with us on the review and upgrade of the Metricon Stadium big screen and technology within the club’s training and administration base, The Austworld Centre.”

“Through the partnership, Sharp EIT will have a strong brand position across Match Day assets and exclusive branding on the Gold Coast SUNS football for training and match day preparation,” he said.

Managing director of Sharp EIT, Mario Bernatovic, added: “The move to partner with the Gold Coast SUNS further cements Sharp EIT’s position as a leading supplier for sporting organisations who not only test the boundaries in male and female competitive sport, but are always looking for a competitive edge.”

“Sharp EIT has a long history of supporting local businesses and communities, and through our continued commitment to partnering with sporting clubs we aim to share best of breed technology solutions.

“The Gold Coast SUNS partnership means we can throw our support behind this Queensland powerhouse, and as an official partner we look forward to many successful years ahead of us,” he said.

The Brisbane Lions

The Brisbane Lions have extended their agreement with platinum partner, Hyundai, to launch the ‘Back Our Lions’ campaign.

The campaign offers Lions members the chance to have their name etched on the back of a player’s guernsey and the chance to win a brand-new Hyundai.

The Back our Lions campaign was centred around giving back Lions members.

Commenting on the campaign, Lions star midfielder, Lachie Neale, said: “To be able to run out with our members names on our backs is our way of saying thanks to all of the 41,600-plus Lions Members who have stuck by us and kept us going throughout what has been a tough few seasons as we’ve been navigating the Covid situation.”

“We’d also like to give a massive thanks to Hyundai for their ongoing support of the Lions and their commitment to ensure we continue to reward our members,” he said.

Hyundai Motor Company Australia’s chief operating officer, John Kett, added: “Hyundai appreciates the unwavering support of the Brisbane Lions member base and knows that it forms the very lifeblood of the club. “

“The upcoming Members Round, presented by Hyundai is about giving back to Brisbane Lions’ members and giving them the recognition they so fully deserve.

“Whether it be through acknowledging member names on guernseys, the vehicle prize, or hosting families going through challenging times in our Hyundai Help for Kids iView suite at the Gabba, as a proud partner of the Brisbane Lions we are honoured to have this opportunity to be able to give back, he said”.

West Coast Eagles:

The West Coast Eagles have extended their partnership with co-major partner Lendi.

The partnership, commenced in 2019 and will be extended until the 2024 season.

Both have greatly benefited from the partnership and are excited to see this continue.

Eagles ruck, Nic Naitanui, has also been anouced as Lendi Brand Ambassador.

CMO, Lendi Group (parent company of Lendi), Zara Cobb, said, “We are delighted to have Nic on our team. Beyond being one of the most celebrated players in the AFL, the impact he makes off the field is very much in line with our values and vision.

“We look forward to working with Nic on a number of exciting collaborations.”

“We are proud to partner with this iconic WA club and to support them on their journey to the Grand Final in the same way we help,” she said.

West Coast Eagles CEO, Trevor Nisbett, added: “Lendi has been a tremendous supporter of the football club and there has been a fantastic alignment between the two organisations.

“We’re thrilled Lendi is extending the partnership and we’re looking forward to working together for another three years, he said”.

It's free to join the team!

Join the most engaged community in the Sports Business World.

Get all the latest news, insights, data, education and event updates.