New Toyota Deal for AFL the Largest Ever in Australian Sport

July 4, 2011

The Australian Football League (AFL) has secured the largest financial injection in its history by sealing a three-year contract extension with leading sponsor Toyota, according to chief executive officer Andrew Demetriou.

Toyota has been the Australian Rules League’s premier partner since 2004 and the new deal will see the relationship extended to 11 years in what Demetriou stated was likely to be “the largest sponsorship for any sport” in Australia.

The car manufacturer already holds the naming rights to AFL events such as the Premiership Season, the Finals Series, the Grand Final and the Grand Final Parade.

Demetriou said: “We’ve enjoyed a fantastic partnership with Toyota since 2004 and we’ve seen the partnership just continue to grow. The health of Australian football is largely because of companies like Toyota.

“The game’s grown, we know Toyota’s sales have grown, and to be able to extend that for another three years, in what is a pretty difficult environment, we are extremely grateful. Attendances have increased from 6.6 million people in 2004 to 7.4 million people in 2010 and memberships have grown from 495,000 to over 630,000.”

Toyota Australia senior executive director David Buttner added: “Supporting the game we all love is a priority for Toyota and we want to continue to build our brand by aligning Toyota with the spirit and passion of football. That extends from the elite level right through to the local clubs that are the foundation of this great game.”