NAB, AFL extend iconic partnership until 2028
NAB has extended its partnership with the AFL, which will see it continue as the naming rights partner of the AFLW until 2028, as well as continuing as the naming rights partner of Auskick and a major partner of the AFL Men’s competition.
The NAB and AFL partnership has produced renowned advertising across the years, including the AFL Mini Legends series with Clemenger BBDO Melbourne, as well as a range of ads promoting the AFLW following its launch in 2016, and inaugural season in 2017.
The AFL and NAB has extended its partnership a further six years
NAB CEO, Ross McEwan said its continued partnership with the AFL is a key way to support communities across Australia.
“NAB’s partnership with the AFL is about committing to growing the game at all levels, from Aussie kids playing at their local footy oval right through to the elite level. It is also about supporting gender diversity in sport and each AFLW game brings much-needed awareness that competitive football is a game for all”
“Football brings communities together. It has been great this season to see the return of packed stadiums, and our cities and towns thriving with local hospitality businesses filled with supporters.”
AFL CEO Gillon McLachlan added the continued partnership is major step forward for the competition, and it is thrilled to continue it, helping grow the game at all levels.
The NAB AFL Mini Legends
“NAB’s contribution to our game has been significant and its ongoing support helps strengthen the league’s position to support the next generation of women and kids playing our game from the grassroots to the elite level.”
The six-year extension makes it one of the longest-standing sports advertising deals in Australia. The league also has an $18m per year partnership with Toyota, which is set to run until the end of the 2023 season.
Last year, Ford and the Geelong Football Club extended its deal through until 2025, which will mark a century of the club and brand together.
NAB has been a longstanding partner of AFL Auskick
AFL executive general manager customer and commercial Kylie Rogers also said: “NAB has been a highly-valued partner of the AFL for two decades and this announcement demonstrates the commitment they have to supporting women and girls across Australia.”
The AFL is currently mulling over where to hand out its its broadcasting contract, as the current deal with Seven and Foxtel is set to expire at the close of the 2024 season. McLachlan recently met executives from Paramount and Amazon in the United States as the global streamers look to enter the fray for the largest sporting contract in Australia.
TV Tonight reported this morning Seven CEO, James Warburton claimed there is a “loophole” in the anti-siphoning list,that could see the previously free-to-air protected coverage move behind a paywall.
“Currently there is nothing preventing sporting codes selling directly to streaming companies, with the entire sport disappearing behind a paywall. Closing this loophole should be an important priority for the new Government and we are pleased that the Prime Minister and Minister Rowland have both committed to keeping sport free and a review of anti-siphoning as a policy of this new Government.”
NAB recently switched out its creative agency partner, releasing its first brand campaign with TBWA. To coincide with the launch of the new platform NAB’s head of brand Faycal Ben Abdellaziz joined the Mumbrellacast to discuss the brand refresh, pressing on with ‘More than Money’, and its ongoing and upcoming work with the AFL and its creative partner.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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