Colgate has extended its long-running partnership with the AFL, reaffirming its role as the league’s Official Smile Partner, alongside the launch of a new hero campaign created by VML featuring Carlton captain Patrick Cripps.
The campaign places a strong focus on oral health and confidence, following Cripps’ journey from Northampton in Western Australia’s mid-west to becoming one of the AFL’s standout leaders on the national stage.
As part of the renewed agreement, Colgate will also secure naming rights to the AFL Brownlow Medal red carpet, now officially branded the Colgate Red Carpet, with the Colgate Sparklebot set to feature prominently on one of the league’s biggest nights.
The partnership continues to centre on a shared ambition to support confidence and resilience across Australian communities, with Colgate extending its presence from elite players through to grassroots levels of the game.
AFL executive general manager customer, commercial and technology Bec Haagsma said the extension strengthens a partnership built around positivity and connection.
“We’re delighted to announce Colgate’s extension as an Official Partner of the AFL, continuing as the Official Smile of the AFL,” Haagsma said.
“Continuing to bring confidence and encouraging everyone to smile strong will be a fitting connection on the AFL’s biggest night with the Colgate Red Carpet and Sparklebot at the Brownlow Medal.”
Colgate-Palmolive senior director of marketing South Pacific Anand Taparia said the partnership reflects a shared focus on performance and wellbeing.
“At Colgate, we believe a healthy smile unlocks confidence and helps people perform at their best, both in footy and in life,” Taparia said.
“Extending our partnership with the AFL as their Official Smile allows us to champion oral health while celebrating the confidence and ‘Smile Strong’ spirit that defines the league.”
The brand will also activate across the 2026 Toyota AFL Finals Series, including LED signage at selected matches and in-game activations throughout the minor finals.
CREDITS
Creative: VML
Partnership: WPP Media Sport & Entertainment
Media: Wavemaker ANZ
