QBE and Sydney Swans kick sponsorship into four decades

QBE Insurance has today announced the renewal of its 36-year sponsorship of the Sydney Swans for a further five years, continuing its holistic support of the AFL and AFLW teams and QBE Sydney Swans Academy.

In doing so, QBE will become the club’s first ever ‘Whole of Club’ Principal Partner, taking one of the nation’s longest sporting sponsorships well beyond 40 years.

Sue Houghton, Chief Executive Officer, QBE Australia Pacific, said the club’s shared drive to encourage diversity, inclusivity and equality is one of many facets underpinning the longstanding relationship.

“QBE’s relationship with the Swans is reflective of our shared core values of teamwork, courage, resilience and inclusion, and we’re thrilled to be taking our long-term partnership into four decades.

“In both of our industries – sport and insurance – we are challenging stereotypes by empowering female talent and leadership and proving the benefits of greater diversity. We’re proud to be creating more pathways to success through initiatives that are inspiring young people on and off the field.”

QBE’s support encompasses the QBE Sydney Swans Academy, established in 2010 to identify and foster high-level skills and talent among aspiring young football players. The Academy has seen players such as Isaac Heeney, Callum Mills and Ruby Sargent-Wilson progress into the elite teams, while the Academy’s Youth Girls Program offers an elite training program for female football players in New South Wales.

Tom Harley, Chief Executive Officer, Sydney Swans, said the club is grateful for QBE’s longstanding commitment, which goes beyond a sporting partnership.

“We’re really proud of our partnership with QBE – they’ve been with us over an incredible journey and are part of the fabric of our Sydney Swans family,” Harley said.

“Over the past 36 years our club has seen two premierships, created pathways for young talent through the establishment of our Academy, and the journey of our women’s team is just beginning. QBE has been with us every step of the way and their unwavering support has helped us get to where we are today.

“We’re really excited about where our club is heading in the next five years, and we’re thrilled to be doing it with QBE by our side at all levels of the game.”

Together QBE and the Sydney Swans have also delivered on community initiatives such as Goals for Good, where the QBE Foundation recently donated $50,000 which was shared between the Sydney Swans Foundation, R U OK?, the Australian Red Cross, Foodbank Australia, Save the Children, Orange Sky and the Stars Foundation.

“Our support is about seeing young diverse talent, the club, and the communities around them build resilience and thrive, in line with our purpose to enable a more resilient future and be there for our communities before and after,” finished Ms Houghton.

Watch the Swans and QBE's sponsorship statement.

For more information:

Emily Connell
External Communications Specialist
QBE Australia
+61 422 907 484
Email: emily.connell@qbe.com


Loretta Johns
Executive General Manager – Marketing and Communications
Sydney Swans
+61 458 020 706
Email: johnsl@sydneyswans.com.au