Geelong-based beer brand, Furphy has ramped up its sponsorships of AFLW teams Melbourne, St Kilda, Richmond and Sydney Swans alongside their AFL counterparts.
It’s the first time a major beer club sponsor has matched its sponsorship commitment across AFL and AFLW teams.
“Anyone who’s seen a game of AFLW knows how captivating and electric the competition is,” said Lion’s chief marketing officer, Anubha Sahasrabuddhe.
“In just five seasons, these players have become role models across the Australian community. Not only are they inspiring a new fans and new members, they’re promoting a footy culture that is even more inclusive.
“Today’s announcement is one we’re all really proud to be part of – and it’s a decision that naturally aligns with our values. We believe it will go a long way to support the clubs and raise the profile of AFLW around the country.
“While there’s clearly a significant path ahead to close the gender pay gap on the footy field, we want to do our bit to show we think the competitions stand side by side.”
Saints CEO, Matt Finnis, said his club was very proud to partner with Furphy for the 2022 AFLW season.
“To have a homegrown business like Furphy invest in the AFLW is a testament to their commitment to helping grow the game and expanding its reach across both the women’s and men’s game,” he added.
Ms Sahasrabuddhe said she hoped that today’s announcement would see other sponsors make similar commitments.
“From where we sit, it’s only fair that AFL and AFLW clubs get the same recognition,” she said.
“It’s time to step up and I’m proud that’s what Furphy is doing. We know that Furphy is a beer for everyone to enjoy – that’s the same when it comes to footy.
“The AFLW is now the most watched female sporting competition in Australia, with further growth expected with the further expansion of the competition.
“This is a very exciting time to be launching our investment in these four AFLW clubs.”
Furphy’s recent announcement builds on the brand’s successful club campaigns – such as ‘Unbelievable Moments’ – by rolling out the same initiatives to their AFLW counterparts.
While Furphy is now St Kilda and Melbourne’s back of guernsey sponsor, it’s commitment to the Sydney Swans will commence next year for the AFLW team’s inaugural season.
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