Adora Fertility uses Swans partnership to celebrate IVF families

Adora Fertility has marked a new phase in its Sydney Swans partnership with a Simba Cam activation at the SCG, celebrating families who have welcomed babies through fertility treatment.

The activation ran over the long weekend, with families who had babies with support from Adora introduced on the big screen during the Swans game.

Fans were also invited to take part by holding their own children above their heads in a light-hearted nod to the famous Lion King moment.

The activation builds on Adora’s two-year sponsorship with the Sydney Swans, announced in 2025, which covers both the club’s AFL and AFLW teams and made Adora the Swans’ official Pride partner.

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At the time, Adora said the partnership was designed to break down stigma around fertility, raise awareness of reproductive health and highlight the accessibility of lower-cost fertility treatment.

The Simba Cam activation takes that strategy into a more emotional match-day setting, using the Swans partnership to celebrate what Adora described as its own “circle of life” moments.

Vanessa Ferguson, chief executive officer of Adora Fertility, said Simba Cam showed how the Sydney Swans partnership had evolved from a sponsorship asset into a storytelling platform.

“Just like Simba being held high at Pride Rock, every baby is a moment worth celebrating. Behind every child featured on the big screen is a unique journey to parenthood, and we're proud to celebrate those stories alongside the Sydney Swans and their supporters,” Ferguson said.

“As a fertility provider, our goal is to help people achieve a pregnancy, but what makes this activation so special is that we're able to celebrate what comes after treatment. Bringing together our patients, their children and our team in one place is incredibly meaningful.”

Ferguson said one in six couples experience infertility, making the issue relevant to families across the community.

“One in six couples experience infertility, which means fertility challenges touch families in every community, including those sitting in the stands at the SCG. Simba Cam allows us to start those conversations in a way that feels positive,” she said.

Mandy Cooper, head of marketing and communications at Adora, said the activation was designed to build brand engagement while normalising conversations around fertility treatment.

“During the activation, fans were reminded Adora Fertility has helped bring more than 15,000 babies into the world and that one in six couples experience infertility,” Cooper said.

“Many people are surprised to learn that affordable fertility treatment options exist. By partnering with the Sydney Swans, we're able to reach new audiences and increase awareness of the support available to Australians on their path to parenthood.”

The activation forms part of Adora Fertility’s broader brand strategy to increase awareness of accessible fertility care while celebrating the families it has helped create.

It also shows how brands can use sport sponsorships to create emotionally resonant experiences, giving the partnership a role beyond signage and traditional match-day visibility.