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Toyota strikes A$74m extension with Australian Football League

The Australian Football League has signed a massive four-year deal with major sponsor Toyota Australia until 2023.

The agreement is reportedly worth A$18.5m (€11.5m/$13.1m) per year, making it one of  the largest sports sponsorship deals in Australian corporate history.

SportBusiness Sponsorship understands that Korean car group Kia’s deal with the Australian Open, from 2019 to 2023. is worth a little more – about A$20m per year.

Read this: AO’s global growth justifies Kia’s 74-per-cent fee increase

The new Toyota Australia deal will extend the partnership between the two organisations to 20 seasons.

Along with continuing as the Premier Partner of the AFL, Toyota Australia will become the community partner of the AFL, which includes the ‘Toyota Good for Footy’ programme. It will also be the automotive partner of the women’s Aussie Rules league, the AFLW.

AFL chief executive Gillon McLachlan said: “Our partnership started in 2004 and over that time, the contribution Toyota has made to footy, not only in the AFL, but at a community level is nothing short of amazing.

“Toyota supporting the AFLW competition further establishes its place in the national sporting landscape.”

The sponsorship also includes naming rights for the National Volunteer Awards, the National Inclusion Carnival, the North East Australian Football League (NEAFL) and the National Wheelchair Championships.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.