The AFL is pleased to announce that Colgate will extend its partnership with the AFL, with the iconic brand continuing as the Official Smile of the AFL.
Building on a successful collaboration that inspires confidence and celebrates resilience across the game, Colgate will now add naming rights to the AFL Brownlow Medal Red Carpet, now known as the Colgate Red Carpet, featuring the popular Colgate Sparklebot front and centre on football’s night of nights.
At the heart of the partnership is a shared belief that all Australians deserve a future they can smile about. Through its support of players and communities at all levels of the game, Colgate helps foster the confidence and resilience needed to take positive action on and off the field.
AFL Executive General Manager Customer, Commercial and Technology Bec Haagsma, said:
“We’re delighted to announce Colgate’s extension as an Official Partner of the AFL, continuing as the Official Smile of the AFL.
“Continuing to bring confidence and encouraging everyone to smile strong will be fitting connection on the AFL’s biggest night with the Colgate Red Carpet and Sparklebot at the Brownlow Medal.”
Anand Taparia, Senior Director, Marketing South Pacific at Colgate-Palmolive, said:
“At Colgate, we believe a healthy smile unlocks confidence and helps people perform at their best, both in footy and in life. Extending our partnership with the AFL as their Official Smile allows us to champion oral health while celebrating the confidence and ‘Smile Strong’ spirit that defines the league.
“We’re proud to continue inspiring fans and players alike through meaningful stories such as Patrick Cripps’ and activations in the biggest games”
To celebrate the renewed partnership, Colgate has launched its new hero film featuring Carlton FC Captain Patrick Cripps. The campaign highlights the importance of oral health, tracing Cripps’ journey from Northampton in the mid-west region of Western Australia to starring in Australia’s biggest sporting stage.
Colgate will also activate during the 2026 Toyota AFL Finals Series, with LED at select matches and in game activations during all minor finals.
