Australian retail group Coles has signed as the Official Supermarket of the Australian Football League (AFL) and Australian Football League Women’s (AFLW) in an exclusive five-year deal.
SportBusiness Sponsorship understands from industry sources that the deal is worth about A$3m (€1.8m/$2m) per year, or A$15m over the term. Coles will replace rival supermarket chain Woolworths in the AFL portfolio.
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