Back

Top AFL Commercial Partnerships: Saints, Giants, More

W
ith another week in the books of the 2021 AFL Premiership season, here’s the latest commercial partnerships across the league.

The GWS Giants have announced an extension of the club’s partnership with Harvey Norman, with the retail company set to become a major partner of the AFL side.

Harvey Norman first joined the Giants’ corporate family by becoming a principal partner of the club’s AFLW side in 2017, with the new deal set to see the Harvey Norman logo feature across the back of the AFL guernsey, and the front of the AFLW uniform.

Giants chief executive, David Matthews, said: “This is a wonderful endorsement of our club and we welcome Harvey Norman’s involvement across our AFL program on top of their ongoing commitment to our AFLW program.”

“Since first engaging with the club in 2015, Harvey Norman has built tangible connections with our athletes, staff, and members and we look forward to this continuing for many years to come.

“Harvey Norman’s growth from humble beginnings in Western Sydney to now being a global-force in the retail sector is a success story that we connect with and we are excited to continue to grow together,” Matthews said.

Elsewhere, St Kilda Football Club has announced a three-year partnership, with Everlast Beverages becoming the official sports beverage provider of the club.

As part of the deal, Everlast will supply hydration products to both the AFL and AFLW sides, as well as the club GEN W and Next Generation Academies.

Around the rest of the league, Essendon Football Club has partnered with the Victorian State Government’s Deadly and Proud initiative, an online campaign to share stories from traditional owners and Aboriginal Victorians.

Collingwood has announced details of a partnership with the Australian Defence Force, which includes a full-time secondment allowing army sergeant and physical training instructor, James Debono, to join the club’s AFLW side as the forward line coach.

Lastly, the Sydney Swans have partnered with the NSW Office of Responsible Gambling and the Reclaim the Game initiative to eliminate sports betting advertisement from sport, with a commitment to refuse gambling sponsorships.