Collingwood, Hawthorn, Brisbane and Richmond lose out over AFL-McDonald’s partnership
The official ball sponsor of Collingwood, Richmond, Hawthorn and Brisbane will walk away from the game because of the AFL’s contentious new sponsorship rules.
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A major sponsor of four AFL clubs will walk away from the game because of the league’s contentious new sponsorship rules.
Australian-owned United Petroleum – official ball sponsor of Collingwood, Richmond, Hawthorn and Brisbane – says it has been blindsided by an AFL plan that will see global burger giant McDonald’s take over the naming rights of all match-day balls.
The Herald Sun last week revealed growing anger in club ranks over “alarming” new rules that favour the AFL’s “protected partners” including Toyota, McDonald’s, Telstra and Coca-Cola.
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United, whose sponsorship arrangements include more than $1 million a season in fuel discounts to club members, said it “began hearing rumours” about ball sponsorships being taken away from the clubs earlier this year.
“In late April 2021, after getting no clarity from club level, we were forced to ask for a meeting directly with the AFL,” a United spokesman said.
“At this point we were advised that the AFL was indeed taking over the ball sponsorship and that clubs were aware.
“In fact clubs were not aware and still to this day, no official memo has been provided to clubs from the AFL as far as we are aware.
“The AFL seemed to dismiss the fact that our sponsorship strategy had been built over years, with very strong relationships with clubs, supporting them financially as well as their members through activations and fuel discounts.
“They also seemed to dismiss our strategy that our commitment to football went past just AFL level, but through VFL all the way to regional grassroot football clubs.”
Asked about United’s concerns on Wednesday an AFL spokesman said: “Since its inception the AFL ball sponsorship has been an AFL asset that annually clubs have had the ability to commercialise themselves.
“We informed clubs last year that in 2022 the AFL would enter a new agreement with a single partner.
“This new partnership will deliver an overall improved benefit for both the clubs and fans.
“The AFL will continue to work with all club commercial managers to provide and identify new revenue opportunities and deliver ongoing value for partners, members and supporters.
“Our role is to assist clubs in building their revenue base while also supporting our overall investment in clubs, AFLW and community football, all while ensuring our game remains as accessible and affordable as possible for supporters.”
But United said its association with the game would now end.
“The AFL has since approached our current sponsored clubs and asked them to come back with a proposal, however, we do not seek another asset that we have spent years building nor do we wish to lose our relationship with our clubs and especially their members,” the spokesman said.
“From the local Doncaster to Mt Gambier football clubs to the VFL Box Hill Hawks, Queensland’s South Port Sharks, our four AFL clubs, to the many more clubs, our commitment to Australian rules football, the clubs, and most importantly the supporters has always been about giving back to the communities we serve.
“We are in an unfortunate position in that we have spent many, many years supporting these communities and now we will need to cease our football sponsorship and look to other leagues and codes instead due to the AFL’s decision and lack of consultation with us or our clubs.”
All 18 clubs, still reeling from last year’s COVID financial crisis, fired a letter to head office last month seeking an urgent redress of measures they say are causing an “erosion of club commercial rights”.
The clubs believe would-be sponsors are being frozen out by “exclusivity or a form of protection” given to AFL partners.
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