The Australian Football League (AFL) has expanded its commercial tie-up with major energy drinks brand Monster Energy.
Through a multi-year contract renewal and expansion unveiled today, Monster Energy becomes the official energy drink of the AFLW affiliate women's league.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Monster Energy has been a partner of the 18-team AFL since 2020, with that initial deal valued by GlobalData Sport at $2.5 million annually.
The AFL has said this new agreement will entail "a suite of activations across AFL digital and matchday," for both the men's and women's properties.
Specifically, the final two minutes of matches at a trio of AFL venues – the MCG and Marvel Stadium in Melbourne, and Optus Stadium in Perth – will see an increase in Monster Energy branding and stadium signage, thanks to the introduction of Monster Energy Time as a concept.
Monster Energy Time will also feature on the AFL's digital and mobile sites. In addition, the brand will continue to have a presence pre-game at AFL matches.
The AFL and AFLW also feature a number of Monster Energy brand ambassadors.
The brand has deals in place with several sporting properties, including global team-based action sports competition X Games League, the Big3 basketball league, and Supercross’ SMX World Championship series.
Other AFL sponsors, meanwhile, include Toyota (principal partner), Continental Tyres, McDonald's, Telstra, and Virgin Australia.
The 2026 AFL season began on March 5 and will come to an end on September 26.
