Top AFL Commercial Partnerships This Week: Power, Saints And More

In a turbulent week for the Australian Football League (AFL) due to the Victorian lockdown, here are some commercial partnerships you may have missed.

St Kilda have partnered with various affiliates to launch THRIVE, a new mental health initiative aimed to provide positive ways to manage mental health through community sport and recreation.

St Kilda will partner with the Langwarrin Positive Education Network, Frankston City Council and the Peninsula Health and Primary Care Partnership to trial the initiative in the Frankston and Mornington Peninsula Region.

St Kilda general manager of marketing and community engagement, Calzak Bowen, said that the project will be funded by the South East Melbourne Primary Health Network and the Victorian state government.

“To be bringing a program like THRIVE to community sport and recreation is fantastic, as we believe it will give young people the skills they need to live happy, healthy lives,” Bowen said.

“Knowing that this program will establish positive changes for a generation of young people is really powerful and we would love to see this expanded into more clubs and groups at a grass roots level,” he said.

Elsewhere, Port Adelaide have partnered with Flinders University, who will be a community partner for the Santos Aboriginal Power Cup.

The two-day carnival was established in 2008 and aims to improve school attendance and graduation rates across Indigenous communities in South Australia.

Port Adelaide chief executive, Matthew Richardson, said the values between the two organisations aligned with the aim of the cup.

“The Santos Aboriginal Power Cup has had such great success in the key focus areas of school attendance and completion, and the next part of the process is connecting students with opportunities for employment and further education, something Flinders [University] will very much assist with,” Richardson said.

In other news, the Western Bulldogs have partnered with Cryptocurrency exchange organisation, CoinSpot.

The partnership will feature CoinSpot on the Bulldogs’ AFL guernsey as well as their media backdrop for the remainder of the 2021 season with an option to extend further.

CoinSpot CEO, Russell Wilson, said that they were proud to be partnering with the Western Bulldogs.

“We share the same values as the Bulldogs, and we can’t think of a better club to align with,” Wilson said.

“Seeing the CoinSpot brand on the back of the jumpers is an awesome feeling for us and the cryptocurrency space as a whole,” he said.