AFL
AFL hires Nine’s Haagsma for top commercial role
The Australian Football League (AFL) has filled a key void in its commercial department, bringing in Nine Entertainment's Rebecca Haagsma as executive general manager of customer and commercial
AFL, TGI Sport launch agency to manage LED signage
Nine months on from the Australian Football League (AFL) appointing TGI Sport to manage its in-stadia signage, both parties have established a new agency, Lumen8 Media, to take on the job.
AFL’s commercial chief Rogers named Melbourne Cup CEO
The Victoria Racing Club (VRC), which runs Australia’s showpiece horse racing event, the Melbourne Cup, has appointed Kylie Rogers as its new chief executive.
TCL adds AFL to portfolio in 2023 sponsorship spree
The Australian Football League (AFL) has named Chinese electronics company TCL Electronics as the league’s official 'TV & Whitegoods' partner, as well as a sponsor of a hospitality area within the AFL-owned M…
Former Stan, OSN executive Forward to head up AFL Digital
The Australian Football League has appointed Nick Forward, the former chief content officer at streaming service Stan, as the general manager of AFL Digital
Omo takes on new AFL ‘Official Changeroom Partner’ designation
The Australian Football League (AFL) has named laundry detergent brand Omo Australia as its first ‘Official Changeroom Partner’.
AFL and NRL deals highlight Therabody’s ‘significant investment’ in Australia
Wellness tech company Therabody signed two Australian sports league sponsorships this April, having entered the local market under its former Theragun corporate name in late 2019
Therabody doubles up in Australia as AFL follows NRL sponsorship
Tech wellness company Therabody, best-known for its Theragun massage therapy device, has signed as the Australian Football League’s official recovery partner.
AFL signs up Continental and Virgin Australia ahead of new season
The AFL has signed up German tyre brand Continental as a new sponsor for the 2021 AFL Premiership season and extended its key airline carrier deal with Virgin Australia
AFL retains rights value in extensions with Foxtel and Telstra
The Australian Football League has announced new agreements with domestic broadcasters Foxtel and Telstra which will extend their rights by two years across the 2023 and 2024 seasons
Round-Up: Cristiano Ronaldo joins Kuaishou, Stars out of Lanka Premier League, Fifa in women’s rights stand, and more
Cristiano Ronaldo has signed an exclusive partnership with Chinese video-sharing app Kuaishou to provide short-form videos to his Chinese fans – Sportsmoney.c
Jim Beam renews AFL spirits sponsorship for two more seasons
The world’s top-selling bourbon brand Jim Beam has renewed as the ‘Official Dark Spirits Partner’ of the Australian Football League (AFL) for two more seasons, from 2020-21 to 2021-22.
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Combined AFL and AFLW rights key driver of Google Australia sponsorship
Google Australia made its third deal with the Australian Football League (AFL) in three years when it signed as an Official Partner of the AFL, including new rights to the AFLW women’s league, last month.
Google extends AFL men’s and women’s league sponsorship
Google Australia, an arm of the international search engine and internet technology giant, has extended its sponsorship with the Australian Football League (AFL) for three more seasons
Free-to-air clause ‘stymies’ Foxtel-AFL extension, FFA deal ‘terminated’
Pay-television operator Foxtel declined to extend its rights deal with Australian rules football league the AFL due to long-running concerns over a clause in the contract concerning free-to-air exposure,…
Virgin Australia collapse could cost Australian sport more than A$7m per year
Sponsorship deals worth more than A$7m (€4.1m/$4.4m) ) per year are under threat from the collapse of Virgin Australia into voluntary administration, SportBusiness can reveal.
Rugby Australia suffers in comparison to ascendant AFL brand
Matthew Glendinning looks at the recent commercial fortunes of the AFL and Rugby Australia, and how sponsorship revenues and the Covid-19 pandemic have affected the properties.