Foxtel Media has unveiled a top-tier line-up of returning heavy-hitter sponsors for the upcoming AFL season. The renewed backing follows the most-watched Toyota AFL Premiership season ever across all Foxtel Group platforms in 2025, which delivered 9.8 billion total streamed minutes and was led by a 19% year-on-year growth on Kayo SPORTS.

As a result of last year’s success, returning sponsors Chemist Warehouse, Sportsbet, Aussie Broadband, AAMI, Harvey Norman, KFC, McDonald’s, Jameson, Bunnings, Ford, Industry Super Fund, NAB, Toyota and Ashley & Martin, Steel Blue Boots, Coles and HBF have resumed their positions on the field.

Toyota has also returned as the naming rights partner of AFL Super Saturday, which has seen audiences grow 8% year-on-year. This season features two additional weeks of exclusive Super Saturday coverage in South Australia and Queensland, as the national coverage continues to serve hardcore footy fans. 

Outside of sponsorship packages, 22 advertisers have also joined the line-up for the first time, reflecting the growing appeal of Foxtel Media’s platforms and the increased flexibility for brands of all sizes to tap into Australia's most passionate sporting fanbase.

FOX FOOTY continues to level up investment in tech, analysis and the most comprehensive schedule to ensure fans are across every angle of the game. From in-depth tactical breakdowns to lively debates and exclusive interviews, the line-up also includes AFL Tonight, AFL360, On The Couch, Midweek Tackle, First Crack Review, Thursday Night Footy, Friday Night Footy, Sunday Ticket, Bounce, and First Crack.

Nev Hasan, Chief Sales Officer at Foxtel Media, said: "The 2025 season was another record-breaking one for Foxtel Media. By calling every game across the round, featuring an expert commentary team, and giving our on-air presentation a fresh new feel, we delivered an unmatched premium environment. This helped drive a massive total reach of 15.1 million over the calendar year, capturing a highly engaged audience that spends significantly more than average - 107% more on entertainment, 106% more on insurance, and 91% more on travel. The opportunity for brands is unprecedented, and the stage is set for our biggest AFL season yet in 2026”

Foxtel Media’s expanded programmatic inventory has allowed a variety of brands to enter the game, opening up premium buys for local and regional businesses such as GlanEry (VIC), Vital Strength (NSW), Montgomery Homes (NSW), Bank WAW (WA), Funlab (VIC) and Toscano’s Authentic (VIC). Additional local brands, including Cancer Council and ABN Group in Western Australia, have also signed tailored sponsorship packages.

2025’s Final weeks 1-3 achieved the most-watched AFL Finals series of all time, while the Preliminary Final between Collingwood Magpies vs Brisbane Lions was the #2 most watched live sport audience and #1 AFL game in Foxtel Group’s history. Collingwood Magpies was also the most watched AFL team last year (+10% year-on-year), achieving the largest AFL team audience on record.

Monika Poposki, Sport Sales Director – Melbourne & Perth at Foxtel Media, said:” Streaming audiences are up 14% year-on-year - marking our seventh consecutive year of growth - making it clear that footy fans are craving a premium viewing experience. And that's exactly what we are delivering, with every game of every round broadcast in 4K, exclusively on FOX FOOTY.

“As a dedicated Collingwood fan, I know firsthand how weekends revolve around the game. When you combine that level of fan passion with our exclusive Saturday coverage across Rounds 0 to 10, brands are perfectly positioned to capture unmatched, highly engaged attention.”

ENDS

For more information contact:

Sarah Lever

Head of Marketing and Communications, Foxtel Media

+61 499 252 629 / Sarah.Lever@foxtel.com.au