HomeAFLTop AFL Commercial Partnerships: Tigers, Magpies, More

Top AFL Commercial Partnerships: Tigers, Magpies, More

Collingwood AFL AIA Centre

Top AFL Commercial Partnerships: Tigers, Magpies, More

With the start to the 2022 AFL season only a week away, here are all the latest commercial partnerships from around the league.

Collingwood Magpies:

After supporting Collingwood’s AFLW team, AIA Australia have signed a four-year deal to become a partner of the wider club.

The life, health and wellbeing insurer will also obtain the naming rights to the Magpies’ headquarters at Olympic Park.

Commenting on the deal, Collingwood chief executive officer, Mark Anderson, said: “When Collingwood and AIA Australia partnered in 2020, we saw great potential.”

“Today, we are delighted to see this partnership extend across our whole club and home to our eight teams.

“The redevelopment of the AIA centre that we have commenced will ensure that we maximise this key strength of our club and will allow us to provide our players the best of facilities and programs.

“We have some exciting plans to extend our health and medical services to our members and the general public.

“In alignment with these plans, it is a great fit for AIA Australia, a leading life, health and wellbeing insurer, to partner with us as the naming rights partner of our home,” he said.

AIA Australia managing director and CEO, Damien Mu, said: “This extension of our relationship with Collingwood through the launch of the AIA Centre is a very exciting partnership – one that we know will continue to drive positive health and wellbeing outcomes for the club, its fans and the broader community.”

Carlton Football Club:

Carlton Football Club have announced a new high-performance radiology partner, Imaging Associates, for the 2022 AFL season.

The deal sees the radiology company provide Carlton with game-day imaging and treatment, and will work closely with the club’s high-performance team to diagnose injuries and develop rehab programs throughout the season.

Commenting on the deal, Imaging Associates chairperson, Dr Chris Holden, said: “We have a great history with Carlton already, so it made sense to join as official radiology partner ahead of the upcoming AFL season.”

“We have worked closely with other AFL clubs previously and are excited to put our knowledge to work with the Blues this year,” he said.

St Kilda Saints:

St Kilda have announced a partnership with Matrix Protocol, making the game and tech company an official partner of the club.

Commenting on the deal, Matrix Protocol co-founder, Lachlan Kitson, said he couldn’t be happier to see the two brands come together.

“St Kilda was a club we felt immediate alignment with – from the team we met, the focus on mental health and the business networking they offer,” Kitson said.

“Partnering with the Saints means we are able to work closely in aligning sport and technology in a way that is simple, engaging and entertaining.

“We are a progressive Australian gaming and technology company and we can’t wait to see what this year holds for us.

“Our hope is that as the first cryptocurrency to make its way into the AFL system, we will be able to build a long-term partnership with the Saints and the wider AFL audience,” he said.

Richmond Tigers:

The Richmond Tigers was the second team to announce a multi-year partnership with Crypto.com after Fremantle Football Club announced their deal 30 minutes earlier.

Commenting on the partnership, Richmond CEO, Brendon Gale, said: “Crypto.com are leaders in a super competitive and evolving space.”

“We see similarities between our organisations in this regard and are excited to be alongside some of the biggest names in sport as their partner.

“We aspire to be a forward-thinking, innovative and all-inclusive business, so to secure a partnership with the world’s fastest-growing cryptocurrency services platform is an exciting landmark for our Club,” he said.

GWS Giants:

The GIANTS were the third team in 24 hours to announce a multi-year deal with Crypto.com

The cryptocurrency platform will support both AFL and AFLW sides, and will become an official coaching partner of the club’s women’s team.

Commenting on the deal, GIANTS chief commercial officer, Shaun James, said: “We’re excited to welcome Crypto.com to the GIANTS family.”

“We see great alignment with Crypto.com as cryptocurrency and blockchain technology evolves rapidly across the world.

Crypto.com APAC general manager, Karl Mohan, added: “Partnering with the GIANTS demonstrates our continued commitment to the AFL and Australian sport and cements our position as a leader in the Australian market.”

“The GIANTS are the newest club in a 125-year-old competition and a foundation team of the AFLW.

“These are two achievements that Crypto.com can easily relate to, considering our commitment to financial inclusion and to developing a fairer and more equitable digital ecosystem,” he said.

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

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