Kennedy and the AFL have strengthened their partnership with Australia’s leading luxury watch retailer becoming the Official Timekeeper of the The new sponsorship comes after the AFL’s Kennedy Cup match in Shanghai between St Kilda and Port Adelaide was postponed in 2020 due to the Coronavirus threat.

This year was to be the second year of the three-year Kennedy sponsorship of the China game. Under the new deal, Kennedy will feature on the afl.com.au official countdown clock this season.

Kennedy Executive Chairman, James Kennedy said he was a strong supporter of the China game and looked forward to it returning next season, but he was proud to be able to continue the strong partnership with the AFL in 2020.

“It is important in the current challenging environment that we support the game we all love,’’ Mr Kennedy said. “The AFL is more important than ever for the entire community at a time like this.’’

Kylie Rogers, AFL’s General Manager Commercial welcomed Kennedy’s decision to find alternative assets and remain within the AFL football industry against the backdrop of uncertainty with Covid-19.

“Once the Shanghai match was relocated to Marvel Stadium, we have been working with James and his team to find a way to continue our alignment. We are delighted that Kennedy will become the AFL’s Official Timekeeper through providing countdowns on our website to key events across the 2020 Toyota AFL Premiership Season.” Rogers confirmed.

Kennedy is Australia’s leading luxury watch retailer with 14 boutiques across Australia.