The AFL is excited to announce that Monster Energy has expanded its longstanding support of the game, joining as the Official AFLW Energy Drink Partner as part of a renewed multiyear agreement, which will also see Monster Energy continue with their iconic activations at AFL events and support star players as Monster athletes.
An Official AFL Partner since 2020, Monster Energy has now extended its involvement across both elite competitions, with the renewed agreement introducing a suite of integrations across AFL digital and matchday.
The partnership will also see the introduction of Monster Energy Time across AFL.com.au, the AFL App, and in stadium. Fans will experience a refreshed digital countdown and increased in stadium signage during the final two minutes of matches at MCG, Marvel Stadium and Optus Stadium.
Monster Energy will also maintain its footprint across AFL events, where the brand has delivered memorable pre-game moments for footy fans with Freestyle MotoX, skate and BMX demos at the footy festival at Yarra Park.
This partnership ensures Monster Energy will remain part of some of the most thrilling moments in footy.
Central to the partnership is Monster Energy's AFL and AFLW athlete team, featuring Geelong's Bailey Smith, Sydney Swans' Tom Papley, Adelaide Crows' Izak Rankine, and Melbourne's Tayla Harris, who form part of a global roster of Monster athletes, all pushing the limits and boundaries across action sports and motorsport.
Seen earlier in the year, AFLW's Harris met Formula 1 star, Oscar Piastri as part of a cross-code experience in Melbourne, thanks to Monster Energy.
AFL Executive General Manager, Customer, Commercial and Technology Bec Haagsma said:
"We're thrilled to expand our partnership with Monster Energy and welcome their increased commitment to the AFLW," Haagsma said.
"Their investment supports the continued growth of the women's competition and enhances the experience for our fans across both digitally and on matchday. Monster Energy brings incredible energy, and we look forward to building even more powerful moments together."
Monster Energy Senior Vice President & GM - Oceania South Pacific, Sam Thiele said:
"Monster Energy is proud to continue its long association with the AFL, Australia's premier sporting code! The accelerated partnership will see bigger and bolder integration of our globally iconic Monster claw into more high-octane moments across our game," Thiele said.
"The Monster claw is globally synonymous with the relentless pursuit of victory! Our Monster family includes current world champions spanning Formula 1, Supercross, WSL, MotoGP & the UFC. Monster is proud to be stepping on the accelerator with the AFL, pushing the boundaries, supporting the athletes, and bringing our lifestyle to the fans."
The extension re-affirms Monster’s commitment to Aussie sport and further aligns two iconic brands who continue to deliver memorable moments.
