COMMERCIAL OPERATIONS DARREN BIRCH GENERAL MANAGER CROWD PLEASER The redeveloped Adelaide Oval and stars such as Rory Sloane helped the Crows attract an average of 48,046 fans to home games. Ñ 66 AFL ANNUAL REPORT 2014 COMMERCIAL OPERATIONS 67 MAJOR 2014 CORPORATE PARTNERS CORPORATE PREMIER PARTNER PARTNERS COMMERCIAL TOYOTA MOTOR CORPORATION AUSTRALIA The 2014 season marked Toyota Australia’s 11th year as the Premier Partner of the AFL. This enduring relationship is one of the most successful in Australian sport and includes naming rights to the Toyota AFL MAJOR PARTNERS OPERATIONS Premiership Season, Toyota AFL Finals Series, Toyota AFL Grand Final Parade and Toyota AFL Grand Final. Since year one, Toyota has been Once again the AFL recorded strong commercial committed to growing the game at every level. Through this shared passion, Toyota celebrates the past via its growth, highlighted by an extension of Toyota’s Legendary Moments campaign, supports modern-day champions of the game such as 2014 Australian of the Year agreement and record club membership. Adam Goodes and continues to help OFFICIAL PARTNERS DARREN BIRCH develop the stars of GENERAL MANAGER tomorrow through the Toyota Good for Footy Program. Ò n 2014, the AFL recorded substantial While maintaining a number of growth via the continued existing corporate partnerships, the AFL CORPORATE PARTNERS development of commercial also welcomed a number of new top-tier In 2014, the AFL continued to enjoy and corporate partnerships. national and international commercial strong links with a number of commercial Importantly, we were delighted organisations to its stable of partners partners representing various domestic when Toyota announced in throughout 2014. and international companies. IMarch that it had agreed to extend its AFL clubs set a record for the total A range of prominent new partners agreement with the AFL as our Premier number of club members for the 14th joined the AFL in 2014, including Gatorade, Partner until the end of the 2016 Toyota consecutive season in 2014, while overall Tupperware, Accor Hotels, Mars, 13CABS, AFL Premiership Season. attendance increased on a yearly basis. GIO, GMHBA and Obela. Our partnership with Toyota includes New fans and commercial partners were The AFL would like to acknowledge life insurance | income protection the Toyota AFL Premiership Season, attracted to the game via a range of the generous support of these corporate Toyota AFL Finals Series, Toyota AFL Grand sought-after events and fan-focused partners in 2014 (see table opposite). Final Parade and Toyota AFL Grand Final. initiatives across the season. Ò AFL clubs set a record for the total number of club members for the 14th consecutive season in 2014 68 AFL ANNUAL REPORT 2014 COMMERCIAL OPERATIONS 69 DRIVING FORCE FAREWELL Jordan Lewis fires Retiring players did off a handball in a lap of honour on Hawthorn’s emphatic Grand Final day in win over Sydney in the Toyota Hiluxes. Toyota AFL Grand Final. Õ Ö In 2014, Toyota continued to bring its ÆÆToyota’s My Legendary Moments ÆÆToyota teamed up with ambassador across the Brownlow Medal count, AFL partnership to life across a wide array campaign culminated at the MCG Adam Goodes during the AFL Indigenous CARLTON UNITED BREWERIES the Brownlow After Party and the Virgin COCA-COLA of activations and initiatives, including: on Grand Final day. Fans at the Round to auction his 2013 Toyota Prius. In 2014, Carlton Draught celebrated the Australia All-Australian Awards. A significant change to the AFL/Coca-Cola ÆÆThrough the Good for Footy program, ground, in addition to seven network The initiative raised $27,000 for the 150th anniversary of the brand and utilised The responsible consumption partnership in 2014 saw Coca-Cola shift Toyota dealers donated another television audience nation-wide, Goodes O’Loughlin Foundation, with a number of AFL channels to promote this messaging in 2014 moved away from from exclusivity across the entire beverage $300,000 to grassroots clubs around watched on as the competition more than 200 bids received. important milestone. The Carlton Draught the brand-led Carlton Draught Substitute category to the carbonated beverage Australia. Over the past 11 years, Toyota winners completed a lap of honour ÆÆToyota raised awareness of Planet Amber Jubilee campaign was showcased property towards an industry-wide, category only, as the official soft drink has raised more than $2.6 million for around the MCG while their video Ark’s National Tree Day by creating through the AFL Record, in stadium, across company-led responsible consumption partner of the AFL. community football. was displayed on the big screens. a series of ‘human trees’ that roamed television commercials and various digital message, which launched in September As part of the new partnership, ÆÆThe My Legendary Moment ÆÆThe Ponsford Stand at the MCG the MCG during the round 18 clash and mobile AFL platforms. 2014. The new Drinkwise campaign, Coca-Cola worked closely with the AFL competition returned in 2014 and on Grand Final day was transformed between Hawthorn and the Sydney To celebrate the 150-year mark, CUB titled ‘You will never miss a moment to utilise and maximise available assets challenged fans to recreate their into the Unbreakable Hilux Legends Swans on July 26, encouraging fans to created the Carlton Draught Front Bar in if you drinkwise’, was supported by throughout the 2014 season. This included favourite footy moments on video. Stage with exclusive seating for embrace a tree for National Tree Day. Yarra Park outside the MCG on AFL Grand the AFL during the AFL Finals Series. digital media opportunities, ticketing and The major prizewinner received a Toyota the My Legendary Moment winners ÆÆToyota activated the #carsthatfeel Final day. The bar was open to 1500 lucky The AFL and CUB will continue to hospitality, promotions and money-can’t-buy SR5 HiLux plus the ultimate Grand Final and American recording artists campaign on the MCG concourse and, competition winners who won their entry work together to drive greater awareness experiences with a particular focus on the week experience. The competition the Madden brothers. through innovative use of sound, light to the front bar via Triple M and other of the key CUB brands and to grow the key AFL Finals Series. Coke Rewards members continued to capture the imagination ÆÆThe Toyota Oh What a Feeling and colour animations, allowed fans digital channels including AFL.com.au. activities of 2014. were also provided with the opportunity to of fans right around Australia with some live site at Federation Square to connect with cars with their own Guests at the Carlton Draught Front Bar walk on to the MCG on Grand Final Day to unforgettable entries. was again very successful, attracting individual personalities. enjoyed pre-match entertainment and watch the teams warm up. Coca-Cola Amatil ÆÆThe Toyota AFL Grand Final Parade thousands of fans through vehicle ÆÆToyota dealers gave fans the chance took in all the action of the game via a (Victoria) also held a highly successful was again a huge success in 2014, with displays, player appearances, to bid farewell to the game’s greats series of big screens while hearing the boardroom lunch with its senior leadership My Legendary Moments competition radio broadcast crosses and with a retiring Legends Lap of Honour roar of the crowd live from the MCG. The AFL and CUB will team and members of the AFL Executive. winners given the opportunity to ride in a live concert featuring the around rural Victoria in Toyota Hilux CUB also utilised a number of continue to work together The entire AFL community is grateful the back of their own HiLux, along with Madden Brothers. vehicles. The players visited 28 Finals Series events to assist in the for the ongoing support of Coca-Cola Toyota ambassadors Stephen Curry communities in Toyota Hiluxes, launch of the new Crown Lager product, to drive greater awareness South Pacific and Coca-Cola Amatil and Dave Lawson. with over 3500 fans in attendance. Crown Golden Ale, including key activities of the key CUB brands as highly valued corporate partners. Ò 70 AFL ANNUAL REPORT 2014 COMMERCIAL OPERATIONS 71 TIPS FROM THE TOP NAB AFL Auskicker of the Year Lochie Sunderland with Joel Selwood. Ñ The NAB AFL Auskick Free-Kick program, a national referral program in conjunction with a third party – Nexus Partners – was also introduced in 2014. For every home, personal or business loan taken out by parents referred through their NAB AFL Auskick centre, the centre will receive a financial contribution via Nexus Partners. Community support was further provided by NAB through the NAB AFL Auskick Volunteer of the Year program – recognising volunteer excellence – and the NAB AFL Auskick Local Fund, with more than $90,000 provided to Auskick centres across the country. In the closest NAB Rising Star count on record, one vote separated Brisbane Lions midfielder Lewis Taylor and Western Bulldogs forward Marcus Bontempelli as the 2014 NAB AFL Rising Star Award In 2014, the AFL, in conjunction with winner. This award recognises the game’s NATIONAL AUSTRALIA BANK NAB, officially launched the 2014 NAB best young talent at the elite level. The 2014 season saw the introduction AFL Rising Stars program. The Gold Coast Each NAB Rising Star nominee again of a new-look pre-season competition, played host for the launch with the benefited from the NAB Club Recognition the NAB Challenge. The tournament saw NAB AFL Under-16 Championships being Award, with NAB providing more than AFL clubs play 18 games in 18 days with held in that region for the first time. $65,000 in cash and resources across $18 ticket prices. The game’s biggest This saw every element of the Rising Stars the 22 nominees’ junior clubs.