Polestar signs as major partner of Melbourne AFLW in first-of-its-kind automotive deal

Swedish EV brand Polestar has announced a first-of-its-kind sponsorship with the Melbourne Football Club’s AFLW team, making it the only dedicated automotive partnership in the AFL Women’s competition.

While Polestar logo will feature heavily on the team's playing, training and travel shorts. The move has proved to be something of a hit for the auto brand, with coverage across social media and AFLW channels. 

Polestar Australia MD Scott Maynard described the move as an alignment of two like-minded brands. 

“Melbourne and Polestar are pioneers in their respective fields, challenging the status quo to show there’s a new way to deliver thrilling performance,” Maynard said. “This is a unique partnership for Polestar, and we’re thrilled to be leading the way here in Australia.”

The deal comes as AFLW prepares to celebrate its 10th season, with the Melbourne set to open their campaign on August 16.

Melbourne's chief commercial office Chris Kearon echoed the significance of the partnership, adding Polestar has a strong focus on high performance and challenging what’s possible.

"We see this as a fitting partnership as we enter an exciting new chapter across the AFLW competition. As a pioneering club, we are proud to continue to break new ground and are excited to have Polestar on the journey with us in season 2025.”

AFLW boasts a strong network of sponsors that support the league's growth and visibility. NAB has help naming rights to the AFLW since its inception in 2017 and was extended through 2028. Other major partners include Toyota, AAMI, BHP, Chemist Warehouse, Coles, Sportsbet and Telstra.