LINX Cargo Care Group has announced it has joined some of Australia’s most recognisable brand names by signing on as an official partner with the Australian Football League Women’s competition for the 2020 season.

LINX Cargo Care Group has joined organisations including BHP, Coles, Thrifty and AAMI as official partners with the women’s AFL competition.

LINX Cargo Care Group also aligns with Toyota Australia which is the official automotive partner of the AFL.

LINX says that it was supporting women’s football because it saw a synergy with the league and the movement AFLW has created.

Anthony Jones, CEO of LINX Cargo Care Group, said in a statement: “The supply chain and logistics industry has until recently been largely a male-dominated sector, much like Australian football, until the AFLW paved the way for a more diverse, inclusive sporting landscape.

“LINX Cargo Care Group is committed to bringing that same inclusive and disruptive ethos to the supply chain and logistics sector, which makes our partnership a natural fit.”

The sponsorship sees LINX rubbing shoulders with Toyota Australia which is partnering with a number of community-focused programs across the country.

Chief marketing officer Wayne Gabriel said in a statement that Toyota was “thrilled to be part of the elite female competition as the official automotive partner of AFLW.

“Toyota is passionate about supporting football across all levels, so we’re delighted to extend our support to AFLW in addition to our partnerships with community programs including the NEAFL, AFL Inclusion Carnival, National Wheelchair AFL Championships, Volunteer of the Year Awards and ‘Club Help’ online platform,” Mr Gabriel said.

“Since 2008 Toyota has been supporting grassroots football through our ‘Good For Footy’ program, through various community initiatives which include The Good For Footy Raffle and more recently the Gear Grants Program.

“To join likeminded partners who share our vision of community and mobility is something we’re really excited about and we can’t wait to see what 2020 brings.”

The AFL recently announced that two of Australia’s leading organisations, Coles and BHP, were joining as major partners of the AFLW.

As well as LINX Cargo Care Group, auto-aligned groups Thrifty and AAMI also joined the AFLW family, while existing partners Special K and Chemist Warehouse have both re-signed until the end of October 2022.

AFL general manager of commercial, Kylie Rogers, said the dedication shown by partners to make a difference in women’s sport is the foundation for the evolution of AFLW.

“Demand from partners stems beyond a desire to be associated with football. We have developed long-term, value-based relationships with brands whose purpose and mission are aligned to ours,” she said.

“The competitive advantage offered by women’s football is in the quality of engagement, accessibility and storytelling of talent within our network.

“Partners have direct access to all levels of the sport, and the association with the purpose of the AFLW has a halo effect of positive sentiment in the market.”

Photo credit: AFL Media, Daniel Pockett

By John Mellor