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Top AFL Commercial Partnerships This Week: Tigers, Bulldogs And More


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

Western Bulldogs have announced a partnership with mental health support organisation, Lifeline Australia.

To commemorate the partnership, the Bulldogs will participate in the Lifeline Australia supported “Push Up Challenge” that takes place over the month of June, with participants having to complete a total of 3 318 push-ups.

Bulldogs CEO, Ameet Bains, said the club was proud to be associated with the organisation.

“Lifeline does incredible work with Australians in providing suicide prevention services and mental health guidance – issues which are more important than ever in our society,” Beets said

“As an AFL club which is so connected to our community, we’re acutely aware of the impact mental health problems can have on everyday Australians, even more so following the challenges faced by many last year,” he said.

Lifeline Australia CEO, Colin Seery, said cited the Bulldogs’ work in advocating for better mental health and wellbeing within the AFL community.

“The club’s commitment to engaging the local community and delivering vital wellbeing programs for men and women aligns with Lifeline’s premise of supporting Australians in times of crisis and equipping individuals and communities to be suicide-safe,” Seery said.

“Through our partnership with the Western Bulldogs, we will deliver a range of mental health awareness and education initiatives across the season, from the grassroots level to the elite,” he said.

In other news, The Great Western Sydney (GWS) Giants have announced a partnership with sports compression outfitter SKINS as their official compression partner for the next two years.

SKINS Commercial Sales Manager, Allan Sassoon, said the organisation is delighted to be partnering with GWS.

“We look forward to supporting the Giants team and assisting them in their quest for peak performance,” Sassoon said.

GWS also recently announced ELMO Software as their official cloud human resources and payroll partner.

Elsewhere, the Melbourne Demons have announced they will be partnering with Australian cryptocurrency exchange organisation, CoinJar.

This is the first partnership between an AFL team and a cryptocurrency-affiliated organisation, with CoinJar becoming the Demons’ list management partner.

Demons CEO, Gary Pert, said that the two organisations both shared a strong passion and commitment to innovation.

“CoinJar is operating and excelling at the absolute cutting-edge of digital technology and we’re tremendously excited to welcome them to the Melbourne Football Club family,” Pert said.

CoinJar CEO, Asher Tan, said that CoinJar was thrilled to partner with the AFL club.

“By partnering with a club like the Demons we’re hoping to take the next step on our journey to becoming as widely known and proudly Australian as the AFL,” Tan said.

Meanwhile, the Richmond Tigers have partnered with sports nutrition company Science in Sport (SiS).

SiS have worked with various professional athletes and sports enthusiasts globally including 34 medal-winning Olympic athletes.

Richmond GM of football performance, Tim Livingstone, said that the club is excited to partner with SiS.

“This partnership will form an important component of the crucial work our nutritionists and high-performance team put in to help both our men’s and women’s players to be the best athletes they can possibly be,” Livingstone said.

Finally, the North Melbourne Kangaroos have partnered with security organisation, Dominance, who will provide security at AFL, AFLW, VFL, and VFLW games at Arden Street and club events.

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