QBE and Sydney Swans celebrate 40‑year partnership
QBE Insurance is celebrating its 40-year partnership with the Sydney Swans, marking one of the longest-running sponsorships in Australian sport history. The anniversary will be recognized throughout the 2026 AFL and AFLW seasons with various fan experiences and initiatives.
The announcement:
This year, QBE Insurance is proud to celebrate 40 years of partnership with the Sydney Swans, marking one of the longest-running sponsorships in Australian sport history. Established in 1986, the partnership has since grown to support the Swans’ AFL and AFLW teams.
A significant milestone in this partnership came in 2010, with the launch of the QBE Sydney Swans Academy, which plays a critical role in identifying and developing talent across New South Wales. Graduates of the program include current AFL Captain Callum Mills and Vice-Captain Isaac Heeney, as well as AFLW players Holly Cooper, Imogen Brown and Amelia Martin.
The Academy’s Youth Girls and Boys Program also provides an elite training pathway for aspiring female and male footballers, reinforcing the partnership’s long‑standing commitment to talent development and the future of the game.
Sue Houghton, chief executive officer of QBE Australia Pacific said: “For 40 years, our partnership with the Sydney Swans has been built on shared values, trust and a long-term commitment to the community. We’re proud to support the club across every level and to celebrate a partnership that continues to make a meaningful impact on and off the field.”
QBE and the Sydney Swans will continue their Goals for Good initiative in their anniversary year, expanding the program with a $1,000 donation for every goal scored at the SCG across the Sydney Swans season. Delivered through the QBE Foundation, the program has raised more than $400,000 for community organisations since its launch in 2018.
Matthew Pavlich, chief executive officer, Sydney Swans, said: “We are really proud of our relationship with QBE. They have been with us through thick and thin, and are part of the Sydney Swans family. 40 years together is testament to our shared values of resilience and hard work, and the support we have received over that time from QBE has been remarkable. We are really excited about the year ahead and to be doing it alongside QBE is extremely fitting.”
The anniversary will be recognised throughout the 2026 AFL and AFLW seasons through matchday, digital and community experiences for fans. This will kick off with the launch of an out of home campaign across Sydney’s CBD ahead of the Swans’ Opening Round this Thursday, 5 March, designed to reflect the heritage and longevity of the partnership.
This will be supported by a season long digital presence, including QBE’s Front and Centre anniversary video, which will run across YouTube and in stadium placements. The video brings together iconic moments from the past four decades, showcasing QBE’s place at the heart of the club both on and off the field.
“What makes this partnership so meaningful is not just its longevity, but the values that underpin it,” Houghton said. “Both QBE and the Sydney Swans understand that sustained success doesn’t come from one great season or one strong year, but from consistency, a strong culture, and people aligned around a clear purpose.”
Credits:
Client: QBE Insurance AUSPAC
Creative Agency: The Core Agency
Media Agency: Customedia
