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Top AFL Commercial Partnerships This Week: Demons, Bombers, Lions And More

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n a week filled with new commercial partnerships for AFL clubs ahead of the 2021 season, here are the top deals from the past week.

The Melbourne Demons have announced Lion Co. owned Furphy will continue as the club’s official beer partner for 2021.

In a statement, Demons CEO, Gary Pert, said he was pleased to sign on for another year with the company.

“With all the challenges 2020 threw at us, it was fantastic to have a partner like Furphy to work with and to adapt our approach throughout the season,” Pert said.

“We’re so pleased to welcome them back in 2021 and to continue our alignment with such a dynamic brand,” he said.

Furphy have also signed a sponsorship deal with the Geelong Cats last week.

Essendon Bombers have signed with Carlton and United Breweries (CUB) as their official commercial partner until at least the end of 2023.

All CUB products will be poured at club events, along with key initiatives for Bombers members and supporters throughout the season.

The Brisbane Lions have announced United Petroleum as their official fuel partner and match ball sponsor.

As part of the deal, Lions members will be offered a card giving them four cents per litre off fuel purchases at any United Petroleum store in Australia.

Elsewhere, the Geelong Cats have signed Apiam Animal Health and Fur Life Vet as a premier level partner, offering unlimited free consults to members, whilst North Melbourne have partnered with cheese provider, Tasmanian Heritage, with the brand to be featured on signage on the interchange benches for home fixtures.

Meanwhile, the Sydney Swans have signed a deal with ELMO Software to become the club’s premier partner.

Swans CEO, Tom Harley, said the club is looking forward to adding a new dynamic around the club.

“We’ve been really impressed with ELMO’s human resources technology and are looking forward to introducing it at the club,” Harley said.

“The most important resources in any business are people and that’s certainly our philosophy at the Swans.

“ELMO’s software will assist in the management and development of our people, which is vitally important to us,” he said.

The Western Bulldogs have signed Airport Toyota as the club’s platinum partner for 2021, whilst Port Adelaide have extended their partnership with Tyrepower until 2023, with the companies’ logo to appear on Port Adelaide player and coach apparel.

Port Adelaide, along with Adelaide Football Club, have re-signed partnership agreements with Variety, the Children’s Charity of South Australia for another three years.

As part of the partnerships, Variety, the Children’s Charity has provided grant funding of $300,000 over the past three years to support each clubs community programs, with the next phase of the partnership set to provide a further $300,000 investment.

The West Coast Eagles have also extended their partnership with AGL for a further two-years, a continuation of a deal which began in 2017.