Colgate becomes official partner of AFL and AFLW thanks to Wavemaker-led deal

Colgate has become an official partner of the AFL and AFLW – and a supporting partner of the NAB AFL draft and NAB AFL Auskick program – in a category-first partnership brokered by media agency Wavemaker.

With COVID-19 forcing the AFL season into suspension, its general manager of commercial said the partnership is a “great boost”.

Tayla Harris (Photo by Michael Willson/AFL Photos)

“We’re thrilled to announce Colgate as an Official Partner of the AFL, and during times such as this, Colgate’s commitment to supporting the AFL community is a great boost to our industry,” Kylie Rogers said.

“While we aren’t currently playing football, Colgate’s commitment demonstrates how positive action can have a tremendous impact, and the belief in our code becomes a vehicle to amplify the positive sentiment amongst the many Australians we connect with every day.”

Colgate ambassadors Tayla Harris and Eddie Betts embody the partnership’s belief that “all Australians deserve a future they can smile about”, according to the companies.

“Colgate is honoured to partner with the AFL. We are particularly proud to be able to share stories from within its community, of resilience, optimism, and hope,” said Colgate marketing director Anthony Crewes.

“The AFL unites so many communities, and we are passionate to help them reach their potential by providing pathway support and sharing the stories of the game’s role models with fans by celebrating how they Smile Strong.”

Wavemaker added that it felt meaningful to push through the deal at “a time when Australians need it most”.

“It’s been an honour to align two power brands with similar values and to work in close collaboration to create a unique partnership that has meaning and purpose, especially during a time when Australians need it most,” said business director, content and partnerships, Alexia Antonis.

“We look forward to working in partnership and in inspiring AFL communities to #SmileStrong.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.