Spotlight On Sponsors: Richmond FC’s Partners Back Mission To Simply Staying Out Of The Bottom Four In 2024

Spotlight On Sponsors: Richmond FC’s Partners Back Mission To Simply Staying Out Of The Bottom Four In 2024

Richmond Football Club took a significant hit last season, finishing in the bottom half of the table for only the second time in seven years and six positions lower than it did in the 2022 season. As the 2024 season approaches and with a fresh team of coaching staff, Richmond is less fixated on winning and more focused on just staying out of the bottom four.

Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in the lead-up to the new season.

One thing that has remained strong for Richmond, despite a rocky year, is their commitment to their community, as evidenced by the club’s long-term solid partnerships.

B&T has you covered with all the sponsorship news out of the Richmond Tigers.


In July last year, NIB extended its partnership with the Richmond Tigers for a further four years. By the end of the current deal, the relationship will have spanned over a decade. The agreement extends to the end of 2027 and includes funding for Richmond’s Korin Gamadji Institute (KGI), which has provided training for emerging Aboriginal and Torres Strait Islander leaders since 2011.

The deal also solidifies the NIB logo’s position on the front of AFL and AFLW player jerseys.

Richmond FC 2024 Jersey

“It’s a long-term commitment from the nib and one that fits within the ethos we have around health and community. Nothing is more symbolic of our Club than our jumper, and we are proud to have nib and everything the brand stands for represented every time our Richmond men and women take to the field,” said Richmond Football Club chief executive officer Brendon Gale at the time the deal was signed.


At the start of last year, Richmond’s AFL and AFLW teams welcomed a brand new sponsor that would extend through to the end of the 2027 season. The deal sees the KFC logo appear on the AFL playing shorts and the top back of the team’s jerseys. The recognisable KFC branding will also be prominent across Richmond matchdays and training sessions across the AFL and AFLW programs.

Richmond Tigers Playing Shorts

“It’s no secret that footy fans love the Colonel’s treats, so we couldn’t think of a better opportunity to combine the two. Richmond is a club with a friendly and active following that does great things both on and off the field. We’re excited to support the Tigers across this multi-year partnership and can’t wait to celebrate the Club’s accomplishments together with fans,” said Sally Spriggs, CMO at KFC Australia at the time.

Jim Beam

In 2022, Jim Beam signed on with Richmond Club’s Official Spirit Partner. The partnership has seen Jim Beam represented across match days, digital content and social activity, in-store, online, and on-premise venues. The partnership will also see the club and players leveraging the relationship to further Jim Beam’s commitment to promoting the responsible consumption of alcohol.

Richmond Tigers players with cans of Jim Beam

Credit – Richmond Tigers

“At Jim Beam, we have a long history of supporting sport in Australia, and we look forward to this new era of partnerships to take us into the future. The Richmond Football Club is one of the pre-eminent clubs in Australia, and we are excited to be partnering with such an illustrious club across their AFL and AFLW teams,” said Jim Beam marketing director Trent Chapman. “Being able to engage local team communities and encourage fandom at a grassroots level is something we’re humbled to be able to do. The partnership with the Tigers will bring together two partners with shared values of community and togetherness, with a strong alignment on the welcoming spirit that the club brings to its fans”.

Major Partner

Naming Rights and Education Partner

Platinum Partners

Gold Partners

Watch this space for a breakdown of the sponsorship from each AFL team in the lead-up to the 2024 season launch next month.

Did you miss our last article? Check it out now for all the sponsor news from the Fremantle Dockers.

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AFL Richmond Football Club spotlight on sponsors

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