In a week filled with new commercial partnerships in the AFL, here are some you may have missed.

Melbourne Football Club have partnered with the Australian Bond Exchange (ABX) for the 2021 season.

The pre-eminent marketplace will join the Demons as their official digital partner, whilst featuring heavily across the club’s mobile app.

Speaking with Melbourne Media, Melbourne CEO, Gary Pert, said he is pleased to have ABX on board.

“The main reason we’re looking forward to partnering with the team at the ABX is because of their intense focus on supporting and protecting their people and corporate partners,” Pert said.

“At Melbourne, we pride ourselves on creating an environment where our people and partners feel connected, supported and proud to belong, and it’s these shared priorities that make our partnership such a great fit,” he said.

Elsewhere, and the Gold Coast Suns have announced pool manufacturer Plungie as the club’s official coaches partner for the 2021 season.

The deal is an extension to the Sun’s existing relationship with the brand, with the Metricon Plungie Pool Deck activation at the club’s home games beginning towards the end of last season.

Suns CEO, Mark Evans, said it was a positive to have a Brisbane based company at the club.

“We are delighted to be partnering with Plungie, particularly as their award-winning business continues to grow national and internationally,” Evans said.

“Backyard pools and footy are both synonymous with the Gold Coast lifestyle, so what better business to partner with then an exciting Queensland based pool manufacturer,” he said.

Meanwhile, the Sydney Swans have become the latest AFL club to partner with Lion Co. owned beer, Furphy.

Furphy will be the official beer partner for the NSW club, making it their third AFL club of whom they sponsor, with the Demons and Richmond Lions already signing on with the company.

Swans CEO, Tom Harley, said he is thrilled to welcome Furphy to the club.

“We are excited to become part of the Furphy family and look forward to a long and successful partnership,” Harley said.

“What better way to celebrate a club with plenty of stories to tell, than by partnering with a brand that celebrates rich storytelling,” he said.