By Danielle Long | Asia Pacific Correspondent

March 30, 2018 | 2 min read

Samsung Electronics Australia has inked a three-year deal with the AFL to become the league’s official consumer electronics partner.

The deal also sees Samsung become the naming rights partner to the official video and news hub of the AFL Live App.

Kylie Rogers, general manager of commercial at the AFL said the partnership would deliver better experiences to fans of the game.

Josh Grace, chief marketing officer at Samsung Australia, said, “If there is one thing that many Australians are passionate about, it’s sport. Both the AFL and Samsung have a shared love of bringing people together. We look forward to creating the sensational experiences for AFL fans on and off the field through the partnership.

The announcement comes in the same week that another Australian sporting body, Cricket Australia, has battled to hold onto sponsors in the fallout of the national cricket team’s ball-tampering scandal. Financial services brand Magellan terminated its $20m naming rights deal with Cricket Australia, while Sanitarium, LG and Asics severed commercial ties with the players caught up in the incident.

The AFL recently launched a new brand platform, Don’t Believe in Never, with a series of short films to celebrate the stories of the game from grassroots levels through to the professional leagues.

Digital Transformation Brand

Content created with:


Samsung is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol.  

Find out more

More from Digital Transformation

View all