Ministry of Sport

Crows Sign Optus As Principal Partner, Toyota Renews

The Adelaide Football Club has locked-in two major sponsorship deals before season kick-off, signing a long-term deal with Optus and renewing its partnership with Toyota Australia.

Toyota Australia has been with the Crows since their inception and this latest major partnership agreement will enter its fourth decade, running until the end of 2023.

It means the iconic automotive brand will remain on the front of the Club’s guernsey while also continuing to play an integral role within the Club’s matchday activations, including HiLux Hill at Adelaide Oval.

Amongst the other benefits, the Crows will support Toyota’s Good For Footy program which has so far provided more than $5m funding to grassroots clubs across the country.

The Crows new four-year deal with Optus will see the telecommunications giant become the Principal partner of the club, having their logo feature on the back of Adelaide’s AFL guernsey, as well as the players’ shorts at AFL and SANFL level.

From 2020, the logo will also be on AFLW shorts and all training uniforms.

Among the other premium assets, the company will have a prominent branding association with the Club’s free-to-air television program The Crows Show, media backdrop, a grassroots female football program, and in and around Adelaide Oval on match days.

Crows Chairman Rob Chapman described the partnership as one of the most significant in the AFL and added that Optus would play a key role in helping the Club in its pursuit of ongoing excellence.

“We are delighted to have Optus join the Crows family, which includes 700,000-plus supporters across the country, and look forward to forging a long and meaningful partnership that brings benefits for both organisations,” Chapman said.

“Everyone involved with our Club has worked extremely hard in recent years to be in the strong position we now find ourselves in both on and off the field, and with Optus we share a passion for innovation and teamwork, along with a fierce determination for success on every level.

“We are both large organisations within our respective industries and operate in competitive environments, and this is an exciting opportunity to bring two strong brands together to drive positive outcomes.”

Shaun Carney

Shaun Carney