AFL signs Colgate as official partner

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 6 May 2020
Tayla Harris

Colgate has signed as an official partner for the AFL and AFLW, in a category-first partnership.

The deal, brokered by Wavemaker, means Colgate becomes the “Official Smile” of the AFL, and a supporting partner of the NAB AFL Draft and NAB AFL Auskick program.

It comes as the AFL, like many sports across Australia, remains suspended during the coronavirus pandemic.

“We’re thrilled to announce Colgate as an Official Partner of the AFL, and during times such as this, Colgate’s commitment to supporting the AFL community is a great boost to our industry,” says AFL GM of commercial Kylie Rogers.

“While we aren’t currently playing football, Colgate’s commitment demonstrates how positive action can have a tremendous impact, and the belief in our code becomes a vehicle to amplify the positive sentiment amongst the many Australians we connect with every day.”

Colgate will support AFL’s players from grassroots to elite levels, with Colgate marketing director Anthony Crewes adding the partnership will focus on sharing stories of resilience, optimism and hope.

“The AFL unites so many communities, and we are passionate to help them reach their potential by providing pathway support and sharing the stories of the game’s role models with fans by celebrating how they Smile Strong,” Crewes says.
Colgate has appointed players Tayla Harris and Eddie Betts as ambassadors, with Harris sharing her personal story of breaking boundaries and leaving a legacy for women and girls in a content piece.

“It’s been an honour to align two power brands with similar values and to work in close collaboration to create a unique partnership that has meaning and purpose, especially during a time when Australians need it most. We look forward to working in partnership and in inspiring AFL communities to #SmileStrong,” Alexia Antonis, business director for content and partnerships at Wavemaker says.

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