AFL Aussie rules football team Collingwood has signed a lucrative extension to its partnership with insurance company CGU.
Collingwood did not reveal financial terms of the new five-year partnership, which runs until the end of 2022, but stated that the new multi-million dollar agreement represented “the biggest commercial deal in the club’s history”.
CGU’s branding will continue to appear on the front of Collingwood’s away jerseys and on the back of the team’s home jumper as part of the agreement.
The company will also support the club’s community initiatives, including the Magpie Nest programme, which provides support to local homeless people, and the Barrawarn programme, which provides opportunities for indigenous Australians.
“There are obvious synergies between Collingwood and CGU,” Collingwood president Eddie McGuire said. “Both embrace diversity, fairness and equality across business, sport and the community, and we are proud to be able to partner in the delivery of several community initiatives.
“Together we put a roof over the heads of nearly 150 disadvantaged people and serve close to 3,000 free meals each day as part of the Magpie Nest program. On top of this, we have placed 46 indigenous youths in full time employment over the past three years through the Barrawarn initiative. We look forward to building on these foundations over the next five years.”
CGU has served as a premier partner of Collingwood since 2011. The company last month furthered its backing of the club by becoming a foundation sponsor of its newly-formed AFL Women’s team.