Brands pile in as Seven reveals star-studded AFL sponsorship lineup

Seven Network has unveiled its 2025 AFL sponsorship lineup, with a host of Australia’s big brand signing up for a winter sports bonanza.

Toyota, McDonald's, AAMI and Harvey Norman return as broadcast partners, while Google, Coles, Sportsbet, Bunnings, Chemist Warehouse, Industry Super Funds, Telstra, NAB, Uber Eats and Asahi Beverages have signed on as broadcast sponsors.

The demand for premium footy inventory comes as Seven gears up for an expanded AFL season on free-to-air TV and 7plus Sport, where viewers can stream every round live and free.

With 17.4 million Australians tuning into AFL and AFLW coverage in 2024, Seven’s said its AFL platform offers brands “unmatched” reach and engagement.

Seven’s National sport sales director Rob Maclean said the network’s AFL coverage will be bigger than ever in 2025, providing more opportunities for brands to integrate across screens and platforms.

“The biggest games are on Seven and 7plus Sport, live and free, including every Thursday and Friday night - the highest-rating games of the week,” Maclean said.

“In 2025, Seven’s line-up expands to include more Thursday night footy, blockbuster Sundays, and marquee events such as Dreamtime at the ‘G, Anzac Day, and King’s Birthday. Plus, we have exclusive coverage of the Brownlow Medal and AFL Grand Final.”

AFL sponsorship goes beyond TV

Seven’s AFL sponsorship packages extend beyond traditional broadcast, giving brands access to footy fans across multiple platforms, including 7plus Sport live streaming and Fox Footy simulcasts on Kayo and Binge.

Katie Finney, Seven’s national television sales director, said the network offers one of the most valuable ad placements in sports marketing - post-goal break inventory - now available across all screens.

“One place, one transaction to access all these screens - the most efficient way to achieve the biggest reach each week,” Finney said.

“With live streaming now available for both AFL and cricket, Seven has a 52-week sports marketing powerhouse. This makes us the go-to platform for brands looking to engage audiences across horse racing, Supercars, AFLW, netball, and more.”

Expanded AFL coverage

In addition to live games, Seven has unveiled a new AFL programming lineup, offering sponsors more ways to reach different footy audiences.

New AFL programs for 2025 include The Agenda Setters, Unfiltered, Extra Time and Sunday Footy Feast. The Front Bar also returns with Lion, Kia, Youi, BWS, and Sportsbet as major sponsors.

Seven’s announcement come as Nine launched its NRL season in Las Vegas last weekend, with its biggest-ever lineup of rugby league sponsors.

The 2025 NRL sponsorship roster includes Ford and Red Bull joining returning partners Harvey Norman, Telstra, McDonald's, Westpac, Sportsbet, Youi, and Kia, while Chemist Warehouse, Isuzu UTE and Rexona have signed on as key sponsors.

Nine’s director of sales – sport, Olympic and Paralympic Games, Matt Granger, said the network has continued to evolve its sports marketing platform to deliver best-in-class solutions for brands.