Toyota Australia and AFL Renew Premier Sponsorship Deal

September 18, 2023

Toyota Australia has extended its long-term sponsorship of the Australian Football League (AFL) for another four years, making it one of the world’s strongest sporting partnerships that will be in place for at least 24 years.

Toyota Australia President & CEO Matthew Callachor and AFL Chief Executive Gillon McLachlan announced the sponsorship extension at the Melbourne Cricket Ground (MCG) today.

The sponsorship will see Toyota Australia remain as the premier partner of the AFL, AFLW’s official automotive partner and the league’s official community partner, which includes Toyota’s Good for Footy Program.

Toyota Australia President & CEO Matthew Callachor said Toyota has been instrumental in supporting and growing footy from grassroots to the elite men’s and women’s competitions through the partnership.

“The sponsorship is a source of pride for Toyota and its 275 dealers across Australia who are excited to continue being a part of the AFL family until at least the end of the 2027 season,” Mr 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 any one year, 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,” he said.

Since its inception in 2008, the Good for Footy Raffle has seen hundreds of local football clubs raise almost $11 million, which has continued to positively impact football communities across the country.

AFL Chief Executive Gillon McLachlan said the AFL is proud to continue its partnership with Toyota Australia.

“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 the partnership extension with Toyota is something all football fans can celebrate.

“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.”

The sponsorship will continue to include naming rights for the National AFL Volunteer Awards, the National Inclusion Carnival, and the Toyota Wheelchair Championships.

Earlier this year, Toyota Australia also announced it has extended its 33-year sponsorship of the Adelaide Crows until the end of the 2027 AFL season.