The Australian Football League has just renewed its long-standing partnership with the car manufacturer Toyota in what looks to be the biggest-ever sporting sponsorship deal in the corporate history of Australia. Set to run until 2024, the deal is an upgrade on the previous one of $16m-a-year to $18.5m-a-year, taking the AFL far past Tennis Australia as the sporting body earning the most from sponsorship. In 2018, TA came to an agreement about naming rights for the Australian Open with Kia, the motor corporation, and signed an associate sponsorship deal with Luzhou Laojiao, the Chinese liquor company, for around $16m.
Last year, TA agreed to Australian Open naming rights with Kia and an associate sponsorship deal with the Chinese liquor company Luzhou Laojiao for about $16m. Gillon McLachlan, Chief Executive for the AFL, spoke of the enormous contribution Toyota has made to Football since their partnership began in 2004. He went on to say that the organisation’s support of the AFL Women’s League further helped establish its place in Australia’s national sporting landscape. McLachlan foresees further expansion into the AFLW and grassroots football.
Toyota’s heavy involvement in AU sport includes a collaboration with Cricket Australia, a deal that was renewed for a further four years in 2017, along with involvement with the AU Olympic and Paralympic teams. Wayne Gabriel, Chief Marketing Officer for Toyota, said that this new agreement will help encourage the continued development of the game from the local club level to that of elite national competitions.
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