AFL (Australian Football League)
International brands drive sponsorship economy in Australia and New Zealand
Sport in Australia and New Zealand remains overwhelmingly reliant on international sponsors according to SportBusiness Sponsorship’s latest Australia and New Zealand Data Snapshot.
Data Snapshot: Australia 2022
Australia’s five biggest rights-holders – the Australian Football League (AFL), National Rugby League (NFL), Cricket Australia (CA), Rugby Australia (RA) and Tennis Australia – will generate approximately A$350m (€232m/$246m/£199m) in central sponsorship revenue in 2022, an increase of about five per cent on the A$333.5m recorded in 2021.
Data Snapshot: Australia 2021
Australia’s five biggest rights-holders – the Australian Football League (AFL), National Rugby League (NFL), Cricket Australia (CA), Rugby Australia (RA) and Tennis Australia – will generate approximately A$330m (€209m/$256m) in central sponsorship revenue in 2021, across a total of 140 deals.
It’s Time to Rai$e: Good for Footy Raffles – Toyota & the AFL
In summer 2019, Australian Football League title partner Toyota promoted its annual ‘Good for Footy’ grassroots fundraising programme with a campaign fronted by footy legend Jonathan Brown.
NAB League 2020 – NAB & the AFL
In 2020, National Australia Bank activated its title partnership of the AFL’s official boys and girls league throughout the usual March to September season even as pandemic brought play to a halt.
Mini Legends Grand Final Live Site – National Australia Bank & the AFL
Activating its long-term partnership with the AFL around the 2019 Grand Final, NAB brought its Mini Legends campaign to life through an on-site experience to engage with thousands of fans at the AFL Grand Final Live Site fan space.
Auskick at Home – National Australia Bank & the AFL
AFL’s NAB-sponsored children’s participation drive pivoted to the virtual in 2020, with a series of player-fronted skill spots helping young Auskickers stay connected to the program while their local competitions were on hold.
Grand Final Customer Reward Campaign – NAB & AFL
National Australia Bank's 2019 AFL Grand Final activation offered its customers an all-expenses paid experience promoted through an integrated paid, owned and earned campaign.
Data Snapshot: Australia 2020
Australia's four biggest rights-holders – the AFL, NRL, Cricket Australia and Rugby Australia – will generate approximately A$188.5 (€111.5m/$122.9m) in central sponsorship revenue in 2020, across a total of 115 deals.
AFL Women’s naming rights – National Australia Bank & the Australian Football League
National Australia Bank (NAB) aligned its assets across the AFL and AFL Women’s competition to meet their brand awareness and affinity objectives and build a strong rapport across AFL’s fan base.
Kennedy takes title position for AFL China game
The Australian Football League’s regular season match in China will be named the ‘Kennedy Cup’ as part of a three-year title deal with the luxury watch and jewellery retail brand.
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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/$13.1
NAB renews naming deal with Women’s AFL
The National Australia Bank (NAB) has extended its Premier Partner deal with the Australian Football League women’s competition until 2022.
AFLX lands title sponsor deal with realestate.com.au
The AFL Aussie rules football competition has agreed a deal for online property retailer realestate.com.au to become the title sponsor of its short-form AFLX competition.
The deal also names realestate.com
AFL extends stay with AccorHotels
AccorHotels has struck a four-year extension to its partnership with Australian rules football league the AFL
JD Sports signs shirt sponsorship pact with Western Sydney Wanderers
Sportswear retailer JD Sports has agreed a shirt sponsorship deal with Australian A-League football club the Western Sydney Wanderers.
Virgin Australia books five more years with Aussie rules top-flight
Virgin Australia, Australia's second-largest airline after Qantas, has extended its Official Airline Partner deal with the Australian Football League (AFL) for another five years until the end of 2023
Virgin Australia books five more years with Aussie rules league
Virgin Australia, Australia's second-largest airline after Qantas, has extended its Official Airline Partner deal with the Australian Football League (AFL) for another five years until the end of 2023