Australian Football League (AFL) has expanded its commercial partnership with Monster Energy through a multi-year renewal that now includes the women’s competition, marking a significant step in the brand’s growing involvement in Australian sports.
AFLW Joins the Partnership
Under the new agreement, Monster Energy becomes the official energy drink partner of the AFLW affiliate women’s league. The original partnership between Monster Energy and the AFL began in 2020 and has now been broadened to cover both men’s and women’s competitions.
Enhanced Visibility and Matchday Activations
The deal includes a wide range of marketing activations across AFL digital platforms and matchday experiences. A key feature is the introduction of “Monster Energy Time,†a branded segment during the final two minutes of matches.
This branding will be prominently displayed at major venues including:
- Melbourne Cricket Ground (MCG)
- Marvel Stadium in Melbourne
- Optus Stadium in Perth
Monster Energy signage will also feature across stadiums, digital platforms, and mobile experiences, alongside pre-game activations and ambassador-driven campaigns.
Strategic Commercial Growth
The expanded partnership reflects the AFL’s broader strategy to enhance commercial revenue streams and deepen engagement across both its men’s and women’s leagues. Monster Energy’s increased presence aligns with its broader sports marketing portfolio, which includes partnerships in action sports and basketball properties.
Part of a Broader Sponsorship Ecosystem
Monster Energy joins a lineup of major AFL sponsors such as Toyota (principal partner), Continental Tyres, McDonald’s, Telstra, and Virgin Australia, reinforcing the league’s strong commercial ecosystem.
Outlook
With the AFL season running from March to September, the expanded Monster Energy partnership is expected to play a prominent role throughout the 2026 season, increasing brand visibility while supporting the continued growth of women’s Australian rules football.