Furphy is leading the way in equalising sport sponsorships across the women’s and men’s games by equalising its sponsorship of AFLW teams the Melbourne Demons, St Kilda Saints, Richmond Tigers and Sydney Swans alongside their AFL teams.
This is the first time a major beer club sponsor has matched its sponsorship commitment across AFL and AFLW teams.
“Anyone who’s seen a game of AFLW knows how captivating and electric the competition is,” said Lion’s Chief Marketing Officer Anubha Sahasrabuddhe.
“In just five seasons, these players have become role models across the Australian community.
“Not only are they inspiring a new fans and new members, they’re promoting a footy culture that is even more inclusive.
“We believe it will go a long way to support the clubs and raise the profile of AFLW around the country.
“While there’s clearly a significant path ahead to close the gender pay gap on the footy field, we want to do our bit to show we think the competitions stand side by side.”
“We’re very proud to extend our partnership with Furphy into the women’s program for 2022,” Saints CEO Matt Finnis said.
“To have a homegrown business like Furphy invest in the AFLW is a testament to their commitment to helping grow the game and expanding its reach across both the women’s and men’s game.”
Sahasrabuddhe said she hoped that this announcement would see other sponsors make similar commitments.
“From where we sit, it’s only fair that AFL and AFLW clubs get the same recognition,” she said.
“It’s time to step up and I’m proud that’s what Furphy is doing.
“We know that Furphy is a beer for everyone to enjoy – that’s the same when it comes to footy.
“The AFLW is now the most watched female sporting competition in Australia, with further growth expected with the further expansion of the competition.
“This is a very exciting time to be launching our investment in these four AFLW clubs.”
Furphy is the back of guernsey sponsor of St Kilda and Melbourne for all games, and the brand’s commitment to the Swans will commence when Sydney’s AFLW team starts next season.