AFL, Toyota Australia extend partnership for four years

The new agreement includes a four-year extension, bringing the alliance between Toyota Australia and AFL to a total duration of 24 years.

The Australian Football League (AFL) has announced a partnership renewal with Australia’s leading automotive company, Toyota Australia.

The new agreement includes a four-year extension for the AFL’s premier partner, bringing the alliance’s total duration to 24 years and expanding the scope of what has been one of the globe’s strongest sports alliances for the previous two decades.

Toyota has been crucial in sponsoring and expanding football (rugby) from grassroots to top men’s and women’s events since 2004. Toyota remains the league’s official community partner, which also includes the Toyota Good for Footy initiative, in addition to being the NAB AFLW competition’s official car partner.

Toyota’s support of community clubs via the Toyota Good for Footy program, which includes initiatives like the Good for Footy Raffle, is an important aspect of the alliance.

The Toyota Good for Footy Raffle has collected nearly $11 million for grassroots footy clubs since its debut in 2008, positively impacting football communities throughout the nation.

More than $1.1 million has been raised through the Toyota Good for Footy Raffle alone in 2023. The National Volunteer Awards, the National Inclusion Carnival, and the National Wheelchair Championships will all get funding from Toyota as part of their collaboration with the AFL.

Toyota Motor Corporation Australia President and CEO Matt Callachor, said, “A vital part of the sponsorship is Toyota’s focus on community clubs with its Good for Footy Program, which encompasses initiatives such as the Good for Footy Raffle. This year the Raffle has raised to date a record-breaking $1,181,640, which is the highest amount raised in the campaign’s history and the extension of the sponsorship will only enhance the opportunities available for grassroots football clubs over the coming years.”

AFL, Chief Executive, Gillon McLachlan, said, “The people and brands we choose to partner with reflect our values and beliefs. From community footy to elite athletes, Toyota has touchpoints with all aspects of our game, and we are proud to be supported by such an iconic brand. Toyota has become synonymous with our game at all levels, and to be able to continue one of the longest partnerships in our history is momentous for the league and footy fans alike.”

AFL, Executive General Manager, Customer and Commercial Kylie Rogers, said, “Toyota Australia is committed to superior quality and constant innovation, and we look forward to growing our game even further with them over the next four years. We are proud of Toyota’s Good for Footy program and will continue to support these initiatives that help community clubs thrive.”

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