11 hours ago
Commonwealth Bank signs historic $60 million deal backing Football Australia
Commonwealth Bank has signed a historic six-year partnership with Football Australia, becoming the largest backer of the country's most played team sport in a deal worth more than $10 million a year.
The agreement, which will run through 2031, builds on CommBank's existing support of the Matildas and extends naming rights to nearly every national team — including the Socceroos, Pararoos, Olyroos and all youth championships — in what amounts to the deepest corporate partnership in Australian football history.
CommBank chief executive Matt Comyn said the deal was a long-term commitment to a sport with growing reach and cultural resonance.
'This is about a long-term partnership with the most active team sport Australia with more than 2 million (people) playing,' he said.
Mr Comyn said the investment recognised the changing face of Australia.
'Long term migration is very important both economically and socially. It's no accident we've invested in the CommBank Stadium that is out in Western Sydney,' he said.
'We see tremendous growth in the game of football, and we think that's going to continue for many decades.'
The deal includes naming rights across men's, women's, youth and para teams, as well as financial wellbeing programs and presenting sponsorship of national fan days.
It also brings CommBank's total partnership with Football Australia to a decade in length — a substantive show of long-term brand alignment in an increasingly fragmented media and sports market.
While the bank declined to disclose financial terms, the investment is reported to be between $10 million and $15 million annually.
The expanded sponsorship comes at a time when football has surged in popularity, with Matildas game attendance more than doubling since 2021 and girls' participation up 27 per cent.
Football Australia interim chief executive Heather Garriock said the extended partnership would be 'transformational' for the code.
'This is so much more than a sponsorship,' Ms Garriock said.
'It's a values-aligned partnership aimed at delivering real community impact across every level of the game.'
CommBank's group executive for marketing, Monique Macleod, said the bank was focused on building a deep connection between its brand and the sport.
'We like to make sure that we can have a really deep partnership. Grassroots to elite is super important to us,' Ms Macleod said.
'What we love about football is exactly that — its audience, the participation rate, how that's growing.'
She said sport was playing a bigger role in CommBank's overall marketing strategy. Ms Macleod said the bank saw strong value in helping grow the sport through participation, pathways and visibility.
'Sport has become an even more important part of the marketing mix,' Ms Macleod said. 'Being able to reach audiences over a passion point is really critical.'
She said that in a fragmented media market, the ability to leverage the game's stars was an added opportunity.
'One of the things we saw during the FIFA World Cup with the Matildas is that it goes well beyond the game,' Ms Macleod said. 'It's about the individuals. It's about the storytelling. It's about what they experience through their journey.'
The deal also follows the conclusion of CommBank's 37-year sponsorship of Cricket Australia, which ends this month. Westpac is widely expected to take over the role.
'We had a very long relationship with Cricket Australia, and we're incredibly proud of what we've done,' Ms Macleod said. 'But this is such a natural fit and extension for us. We're just really thrilled with how this has all played out.'
She said CommBank measured its return on investment not only through brand performance but through social impact.
'The return comes in many different ways, but really it is about audience, reach and engagement,' Ms Macleod said. 'Since 2021 the number of girls participating in football has grown by 27 per cent — so that for us is success.'
