Exclusive: Commonwealth Bank kick-starts Football Australia partnership with new campaign supporting women’s sport

The Commonwealth Bank of Australia has officially begun its commercial partnership with Football Australia today and the bank has already made its first move, running a new campaign that includes out-of-home advertising (OOH) and TVC’s, according to head of Commercial and Events at Football Australia, Tom Rischbieth.

The initial four-year partnership was signed off in April this year, but FA had to wait for its existing deal with Westfield to end.

The deal will see millions of Australian dollars injected into elite women’s soccer and grassroots initiatives around the country and will make CBA the largest supporter of women’s sport in the country, alongside its longstanding partnership and support for women’s cricket, which spans more than 20 years.

Rischbieth told Ministry of Sport a major out of home campaign is already live and running, and includes billboards, a regional TVC and creative across 766 branches, as well as a range of internal staff communications.

“We’re incredibly excited to see Commonwealth Bank showing its support so outwardly with a campaign that is already live on launch,” he said.

“To continue to grow our game, Football Australia wants to continue to build visibility for our players, whether they be the Commonwealth Bank Matildas or young kids playing with their friends or family.

“To have Commonwealth Bank kick-off the partnership in this vein is an exciting insight into how powerful their partnership will be, and how we’re working with our partners to celebrate football moving forward.”

The partnership comes at a time when the Matildas set the record for the largest audience for a women’s team sport in Australian TV history, with an average television audience of 1.87 million tuning in to watch Australia and Sweden in Tokyo.

The campaign captures Commonwealth Bank’s partnership across both Cricket and Football.

The partnership between Commonwealth Bank and Football Australia includes, but is not limited to:

Official Naming Rights Partner of the Commonwealth Bank Matildas, Commonwealth Bank Young Matildas and Commonwealth Bank Junior Matildas

Official Bank of the Commonwealth Bank Matildas, Commonwealth Bank Young Matildas and Commonwealth Bank Junior Matildas

Official Partner the Female Football Awards

Official Naming Rights Partner of Commonwealth Bank Matildas Fan Days

Official Partner and Bank of the Socceroos

Official Partner of the MiniRoos