Essendon and Richmond players during the national anthem before the 2023 Dreamtime at the 'G match. Picture: AFL Photos

AFL partners will relinquish their ground signage on all AFL grounds during Sir Doug Nicholls Round, as the football industry celebrates the annual occasion across Rounds 10 and 11 of the 2024 Toyota AFL Premiership Season.

Four of the League's valued partners – premier partner Toyota, major partners Telstra and Coles and official partner rebel – will donate their on-field company logo branding worth millions of dollars in advertising, to elevate First Nations symbols of cultural importance.

The partners' iconic logos will be swapped for traditional Aboriginal and Torres Strait Islander symbols and flags, and an important First Nations-founded organisation that champions educational opportunities for Aboriginal and Torres Strait Islander youth, with the only signage on ground the official AFL and Toyota competition lock-up logo.

In place of Telstra's logo on the 50m arcs will be a traditional representation of Aboriginal men in an art context, the Coles logo in the centre circle will be replaced by an Aboriginal symbol representing a gathering/a meeting place, while rebel's goal square branding will be swapped out for the Aboriginal and Torres Strait Islander flags in each square.

The Sir Doug Nicholls Round, 'Spirit Strong, Game On' tagline for 2024 will also be placed on top of the competition lock-up logo, usually reserved for Toyota and Footy. Oh What A Feeling.

The names of the Traditional Owners of the land on which the match is played will once again be featured on the ground.

In addition, the GO Foundation – founded by former AFL greats Adam Goodes and Michael O'Loughlin – will have its logo placed on the broadcast wing at the request of Toyota in place of the Toyota 3D logo.

AFL Executive General Manager Inclusion and Social Policy Tanya Hosch said the support from the AFL's corporate partners was important to help elevate the round.

“The amplification opportunity that this initiative provides as part of the celebration of Sir Doug Nicholls Round is fantastic, as we continue to highlight Aboriginal and Torres Strait Islander peoples excellence and cultures in Aussie Rules Football,” Ms Hosch said.

“We are proud to work closely with our valued partners who share our passion in supporting First Nations' communities, and continue increasing inclusivity on and off the field, in line with our theme for this year's celebrations - Spirit Strong, Game On.

AFL General Manager Commercial Peta Webster said the support from the league's partners to celebrate the round was important.

“Sir Doug Nicholls Round is one of the biggest occasions on the AFL calendar, and we thank our valued partners Toyota, Telstra, Coles and rebel for their support of the celebrations, swapping their grass signage to help us elevate First Nations symbols of cultural importance," Ms Webster said.

“It's a significant gesture our partners have offered and supported over the recent Sir Doug Nicholls Rounds, and we acknowledged their continued support of the occasion.”

Season 2024 marks the eighteenth year the AFL has held the dedicated round and is the ninth year it has been named in honour of Sir Doug Nicholls.

For more information on the 2024 Sir Doug Nicholls Round, visit