Women's Football Marketing

Kellogg's Special K extends sponsorship of AFL Women's Competition


By Danielle Long, Acting APAC Editor

May 8, 2018 | 3 min read

Kellogg’s brand Special K has extended its sponsorship of the AFL Women’s Competition as part of an ongoing strategy to empower Australian women and girls.


Special K extends sponsorship of AFL Women's Competition

Special K, which was an inaugural partner of the AFLW, will now extend its commercial deal into a third year to sponsor the competition until 2019.

Kellogg’s marketing director Tamara Howe told The Drum the AFLW was a great fit for the brand.

“The league and Special K both live and breathe the purpose of inspiring strength in Aussie women.

“Special K has a role to play in helping women achieve their full potential, by providing women with nourishing foods that help them live life at full strength.

“AFLW represent everything Special K believes in. We want to be able to inspire young girls and women in their everyday life. We aim to support and inspire women to live life at full strength, enabling possibilities and feeding their strength. Our continued partnership with the AFLW solidifies this mantra,” said Howe.

As part of its sponsorship of the competition, Special K has enlisted players Moana Hope and Darcy Vescio as brand ambassadors. Howe said the women will appear in branded social and digital content throughout the year.

“The AFLW is all about celebrating strong women within the game, and we are excited to see our partnership applaud every great chase, strong tackle, crucial mark and goal-saving smother with the Special K ‘Play of the Day’,” Howe added.

Nicole Livingstone, head of Women’s Football at the AFL, said commercial partnerships such as the deal with Kellogg's were important for women’s sport.

“It is important to be able to continue to build relationships with brands and organisations who are willing to support women and the game. Special K has been fantastic in championing women in all aspects of life and we cannot wait to continue our journey with them into the 2019 season.

“Women’s sport is at a revolutionary stage. Female athletes of today truly epitomise strength, courage and resilience,” Livingstone said.

The AFLW, which is now in its second year, has been gaining strong support from commercial brands. Earlier this year, AFLW sponsor NAB launched an ad campaign to celebrate its involvement with the competition.

The women’s game also featured strongly in a short film created by the AFL to promote the sport.

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