Coles announces exclusive five-year partnership with the AFL

For the next five years Coles will be the ‘Official Supermarket’ of the AFL and AFLW after an exclusive five-year deal was signed by the duo.

As a new major partner, Coles will be using the partnership to invest in both women’s and men’s football from grassroots local footy to the elite professional game, with a healthy lifestyle at the heart of the partnership.

(L-R) Patrick Dangerfield of the Cats, AFL GM commercial Kylie Rogers, Coles chief marketing officer Lisa Ronson, and Stephanie Chiocci of the Magpies (Photo by Daniel Pockett/AFL Photos)

The red Coles logo will take centre stage in the middle of the AFL field from the beginning of the 2020 AFL Toyota Premiership Season. Coles will also support the AFL’s State of Origin Bushfire Appeal Double Header, with Coles volunteers assisting in the fundraising efforts for the AFL Community Relief fund, which aims to rebuild and repair facilities around Australia.

Coles and the AFL will work together and focus on issues that are of importance to both organisations, including health, nutrition, inclusion and community support, ensuring ‘Good things’ are prioritised at all levels of the game.

AFL general manager of commercial, Kylie Rogers, welcomed the partnership with Coles and the extra support for the AFL’s Bushfire Community Relief Fund.

“We are thrilled to be uniting with one of Australia’s most recognisable and trusted brands. The partnership is a natural fit, with both the AFL and Coles dedicated to giving back to local communities and providing opportunities for all Australians,” Rogers said.

Photo by Daniel Pockett/AFL Photos)

“Our commitment to each other ensures we can continue to invest back into our sport to promote participation and growth at all levels of the game.”

Coles chief marketing officer Lisa Ronson said the partnership would help promote the development of the game in communities across Australia.

“As two Australian organisations with more than 100 years of history behind us, Coles is delighted to be embarking on this journey with the AFL family. Coles’ purpose to sustainably feed all Australians and help them live happier, healthier lives is very much aligned to the positive influence the AFL has across the country,” Ronson said.

“This partnership will help make a positive difference to the enjoyment of the women’s and men’s games which are loved, played and watched by so many of our customers and team members.”


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