Toyota extends AFL sponsorship to 2023 with record deal for Australian sport

Toyota has announced it will continue its lead sponsorship of the Australian Football League for another four years.

At the official launch of the AFL season in Melbourne on Friday, the two organisations announced the partnership would extend beyond the headline men’s top-level competition to include the code’s community programs, with the Japanese carmaker also becoming the official automotive partner of the AFLW.

Toyota’s CMO, Wayne Gabriel, Gillon McLachlan, CEO of the AFL shake hands at the 2019 season launch (Photo by Michael Willson/AFL Media)

Before the launch, the AFL unveiled its 2019 branding, expanding last year’s ‘Don’t Believe in Never’ campaign.

AFL CEO Gillon McLachlan said he was delighted the partnership, reported by The Australian as the nation’s biggest sports sponsorship worth $18.5m a year, would be expanding even further into grassroots football and the AFLW.

“Our partnership started in 2004 and over that time the contribution Toyota has made to footy, not only in the AFL, but at a community level is nothing short of amazing,” McLachlan said.

The sponsorship also includes naming rights partner for the National Volunteer Awards, the National Inclusion Carnival, the North East Australian Football League (NEAFL), and the National Wheelchair Championships.

AFL general manager, commercial, Kylie Rogers added: “We are delighted to be extending our long-term partnership with Toyota for another four years through to 2023.’

“The AFL and Toyota have been better together for the past 16 years and we will continue our partnership long into the future.

“Toyota has made a significant contribution to community football through their Good for Footy program as well as supporting the growth of our elite game. We are delighted to have them as our official auto partner for AFLW and we can’t wait to see what we create together at Marvel Stadium.”

Toyota Australia’s chief marketing officer, Wayne Gabriel, said the new agreement would help foster continued development of the game from local clubs to the elite national competition.

“Toyota Australia, and our network of 279 dealers across Australia, is proud to be a continuing part of the AFL family,” Mr Gabriel said.

“Through this partnership, we are committed to growing this great game on both a national and grassroots level to help footy players regardless of whether it’s in front of thousands of fans or parents cheering from the sidelines.

Mr Gabriel said a vital part of Toyota’s ongoing sponsorship of the AFL is the Good for Footy program, which focuses on the community clubs that are the breeding ground of future champions.

“As the official Good for Footy Community Partner, we’re aiming to raise a further $1 million in 2019 to help more than 1000 local, grassroots Australian football clubs with better facilities and equipment,” Gabriel said.


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