Released 11/12/2022
The ACT Government is continuing its strong record of backing women’s sport after reaching an agreement to support AFLW matches in Canberra as part of a ten-year extension of the partnership with the Giants and the AFL.
With the AFLW now in its seventh season, the Giants will further grow their connection to Canberra by scheduling an AFLW Community Camp each year, which will replicate that of an AFL Community Camp and include player school visits, junior club visits and media appearances.
Under the renewed agreement there will be around 50 AFL and AFLW matches played in Canberra as well as additional marketing and promotional uplift through CBR brand exposure and community programs.
The agreement includes:
- at least three AFL Premiership matches at Manuka Oval each year (with an option to purchase a fourth Premiership match annually should it become available)
- one pre-season match annually (if pre-season games are scheduled by the AFL)
- up to two AFLW Premiership matches at Manuka Oval per year (one plus another where the premiership schedule allows)
- prominent exposure of the Brand CBR logo on the playing guernsey of both teams for the first time
- expanded opportunities to market Canberra leveraging the Giants and AFL profile, particularly into the Sydney market
- enhanced marketing and brand exposure at stadiums, events and free-to-air broadcasts
- enhanced engagement at a local club level by both AFL and AFLW teams
Canberra has established a long-term partnership with the Giants, and this unique co-located model has been highly successful.
The Giants are now well established in Canberra with a loyal supporter base including more than 6,400 members based in Canberra and the surrounding region.
Regular AFL fixtures at Manuka Oval have already delivered significant economic benefits for the ACT through direct expenditure, tourism and destination marketing.
The Giants and AFL reach to a national audience provides a significant opportunity to promote Canberra, raise awareness of the city and support growth of our tourism sector.
Through the new agreement the government will continue to leverage the Giants marketing programs to promote Canberra experiences, game day promotion of the destination through stadium content, cooperative marketing and packaging of match experiences and corporate activities.
The ACT Government will invest $2.85 million per annum in this agreement extension with the Giants. It follows the announcement of extensions to partnership agreements with the ACT Brumbies and the Canberra Raiders earlier this year, ensuring a diversity of winter sporting content in the Territory will continue.
The ACT Government welcomes the Giants’ commitment to Canberra for the coming decade.
- Statement ends -
Andrew Barr, MLA | Media Releases