Brisbane Lions bring Guernsey Swap initiative to Cherbourg community

Earlier this week, the young residents of Cherbourg participated in the first-ever Guernsey Swap community activation, a program launched by Youi and the Brisbane Lions.

Earlier this week, the young residents of Cherbourg participated in the first-ever Guernsey Swap community activation, a program launched by Youi and the Brisbane Lions. Photo: Dentsu Creative PR

Cherbourg youngsters recently participated in the first-ever Guernsey Swap community activation, a program launched by Youi and the Brisbane Lions.

Local kids experienced a full day of coaching, connection, and footy-fuelled energy with hands-on drills and meet-and-greets with Lions players including Callum Ah Chee, Connor McKenna and Brandon Starcevich.

The event also marked the official unveiling of Cherbourg’s upgraded AFL oval, complete with new goalposts, equipment and merchandise, donated by Youi in collaboration with AFL Queensland and the local council.

The Guernsey Swap initiative invited fans to give back to communities in need by trading in their old Lions guernseys, with the donated merchandise finding new homes in proud footy communities.

Cherbourg youngsters recently experienced a full day of coaching, connection, and footy-fuelled energy with hands-on drills and meet-and-greets with Lions players including Callum Ah Chee (pictured), Connor McKenna and Brandon Starcevich. Photo: Dentsu Creative PR

Cherbourg Mayor Bruce Simpson said sport played an important role in Cherbourg, and he looked forward to the upgraded facilities bringing children and the wider community together in unity.

“Sport has a significant history of connecting our communities,” he said.

“It plays a very important role to how we do our business but also how we have fun and community.”

He hoped to see “someone real deadly” out on the field, who might one day grace Australian screens and represent the community in the professional sporting arena.

Youi chief marketing officer Angela Greenwood said the program aimed to deliver support to remote communities to help AFL thrive at a grassroots level.

“As the principal partner of the Brisbane Lions, we believe footy is made by fans,” Ms Greenwood said.

“The Guernsey Swap is a powerful way to honour that belief.

“Together, we’re committed to the ultimate fan experience, bringing the sport beyond the stadium and into the communities where future stars are made.”

Brandon Starcevich and Callum Ah Chee with young footy fans at the Guernsey Swap community activation event. Photo: Dentsu Creative PR

Brisbane Lions chief executive officer Sam Graham said the program was more than just a merchandise exchange, it was a celebration.

“It’s a celebration of our fans and a powerful way to give back to the communities shaping the future of our sport,” Mr Graham said.

“Every guernsey handed in carries a story of loyalty, pride, and passion, and through this initiative, those stories now live on in communities like Cherbourg.”

The Brisbane Lions have committed to returning to town in the coming months to deliver a wellbeing program at Cherbourg State School, ensuring lasting impact in the community.