Media, content and technology agency Wavemaker has brokered a category first partnership between Colgate-Palmolive and The Australian Football League (AFL)

Colgate has signed on as an Official Partner of the AFL and AFLW, becoming the Official Smile of the AFL, and as a supporting partner of the NAB AFL Draft and NAB AFL Auskick program.

At the heart of the partnership is a shared belief that all Australians deserve a future they can smile about, and Colgate’s support of the AFL provides its players, from grassroots to the elite levels of the game with the courage and inspiration to create positive action in their lives.

Whilst the game is built on strong emotion, nothing unites fans more than the remarkable stories that emerge from within its community, bound together in times of adversity as well as triumph. Colgate ambassadors Tayla Harris and Eddie Betts embody the spirit of the new partnership, regarded as leaders amongst their communities who both remain focused on the betterment of themselves in order to positively influence others.

In a moving content piece, Harris shares her personal story which showcases how she has embraced her inner optimist to break through boundaries and overcome adversity to achieve her goals as a professional athlete. Harris’ mission has been to inspire positive action within the wider football community and has left a legacy for women and girls for years to come.

AFL General Manager of Commercial, Kylie Rogers, said that the football community shares an extraordinary sense of togetherness and resilience.

“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,” said Ms. Rogers.

“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.”

Anthony Crewes, Marketing Director of Colgate said, “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. 

“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.” 

Alexia Antonis, Business Director, Content & Partnerships at Wavemaker, said: “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. We look forward to working in partnership and in inspiring AFL communities to #SmileStrong”

Colgate, in partnership with the AFL, looks forward to bringing optimism into the lives of fans and football communities throughout the 2020 Toyota AFL Premiership Season suspension and beyond as the Official Smile of the AFL.