WITH the 2026 Toyota AFL Premiership Season underway, the AFL has today announced partners who have re-signed for the upcoming season and beyond.

As the most attended sport in the country, the AFL will connect brands with fans on unprecedented levels with over eight million attendees, including over 1.3 million club members.

The number of brands re-signing and expanding their partnership scope comes off the back of a record 2025 season for broadcast viewership and membership, with last year seeing 14 clubs break their membership record and 1 in 20 Australians signed up as a member an AFL club.

Integration and fan engagement are at the centre of partner rollouts in 2026, with a fan focused approach to build deeper connection and trust between brands and fans using the AFL as a platform.

Grassroots football also forms part of multiple sponsorships with brands using their AFL partnership to connect with community football, which saw 625,000 participants last year including a 14 per cent year-on-year uplift in Queensland alone.

The AFL has one of the most connected digital sports audiences in Australia -– with 3.4 million weekly users across app and web, 22.9 million weekly digital sessions and 50 million weekly impressions across social, keeping fans up to date with footy across the entire year with authentic brand integration potential.

Key partnership updates for 2026:

Coles will take on the AFL and AFLW Goal of the Year, with the winner of the Coles Goal of the Year to take home $50,000. Fans voting on the competition are in the running to win $5,000 thanks to Coles.

Crypto has added to their partnership as the AFL Fantasy partner in 2026, offering $300,000 in total prizing to fans, an uplift from $108,000 in 2025, including over $80,000 in Crypto prizing and a new Toyota Tundra vehicle.

Colgate have extended their partnership which will also see them add Brownlow Red Carpet naming rights to their portfolio. The Colgate Red Carpet will include the Colgate Sparklebot front and centre on the AFL’s night of nights.

Monster have renewed their partnership with the AFL and expanded their support, signing as an official partner of AFLW for 2026 and beyond. Securing some of the most recognisable faces in the competition as Monster Athletes, including Bailey Smith and Tayla Harris, Monster will continue to include talent appearances as part of their large scale Footy Festival activations across the season.

Leading consumer electronics manufacturer TCL Electronics have renewed their partnership as the Official TV and Whitegoods Partner of the AFL. TCL’s Marvel Stadium Super Suite will again provide exclusive access for TCL Partners and customers throughout the season. The TCL super suite has been refreshed, delivering a more cohesive premium lounge experience in a social, relaxed setting. Proud partners since 2023, TCL have extended this partnership through to the end of 2028.

Announced earlier this year, Australia’s most awarded insurer AAMI extended their partnership for a minimum three years. As Major General Insurance Partner across the AFL and AFLW, AAMI will continue with the iconic centre circle signage and continue to deliver Clangers for Good for fans and community clubs.

In February, Virgin Australia re-signed for 2026 and beyond, extending one of the largest sporting airline partnerships in the country to a 20th year by the end of its new term. AFL and AFLW players, coaches and support staff continue to travel exclusively on Virgin Australia, with the airline cementing its place as the carrier of choice for footy fans across the country.

Virgin Australia will continue as naming rights partner of both the AFL and AFLW Mark of the Year Awards, with the winners taking home 2 million Velocity points and $50,000 prize money. For the first time this year, the best Speccy in community football can also win 2 million Velocity points in the ‘Community Mark of the Year’ competition.  Virgin Australia will also be visible at every AFL game this season, with their logo emblazoning the goal squares as they become one of the AFL’s four grass signage partners.

Leading global wine company Vinarchy also came on board earlier this year, with its prominent Australian wine brand Grant Burge Wines, as the Official Wine Partner of the AFL. Grant Burge Wines will be poured at all AFL and AFLW-owned events, including the AFL Brownlow Medal and AFLW Awards, as well as across key hospitality and event spaces within Marvel Stadium.

Announced yesterday, leading cyber security organisation, CyberCX, has become the Official Cyber Security Partner of the AFL and AFLW, and become a naming partner of the AFL Review Centre (ARC) for the next two years.

The partnership will see CyberCX play an important role in uplifting the league’s cyber security defences and helping to protect the players, staff and fans, while raising the visibility of the cyber security posture across the league.

AFL Executive General Manager of Customer, Commercial and Technology Bec Haagsma thanked partners for their ongoing support.

“Australian Rules Football is Australia’s game, and we want footy in every home. Our partners help by future proofing the game while building connection with our fans, old and new to the game, to drive a strong, sustainable football economy.

“AFL provides an unprecedented opportunity for brands - when compared to general sports fans, AFL and AFLW fans are more likely to feel positive about a brand, feel more emotionally connected and are more likely to become a customer of a brand if it sponsors our league.

“We welcome new partners Vinarchy and CyberCX, and renewed partners Virgin Australia, AAMI, Colgate, Monster Energy, TCL Electronics and more for a big 2026 Toyota AFL Premiership Season ahead and can’t wait to see what Australia’s greatest game brings this year.”