THE PULSE — 26 June 2026

The Importance of Commercial Partnerships

One of the great pleasures of recent weeks has been announcing two significant new partnerships for the VAFA, highlighting the growing strength and appeal of our competition.

We were delighted to welcome Revo Fitness as the naming rights partner of Elsternwick Park Oval No. 1, now proudly known as Revo Fitness Park. Revo Fitness is an innovative and rapidly expanding Australian organisation, and we are excited by the opportunities this partnership will create — not only for the VAFA, but also through tangible benefits for our clubs, players and broader football community.

This announcement followed the exciting news that St Andrews Beach Brewery and CitiPower had also joined the VAFA family as a new and renewed Commercial Partners for the 2026 season.

The VAFA is proud of the relationships we have built with all of our Commercial Partners. These partnerships are founded on built on shared values, strong relationships and a commitment to strengthening community connections.

VAFA is selective in determining the type of organisations we partner with. We don’t simply accept every opportunity that comes our way. Before entering any commercial arrangement, there must first be a genuine alignment with the VAFA’s values, followed by a clear understanding of how the partnership can create long-term benefits for both organisations and, most importantly, for both sets of stakeholders.

It is a testament to the outstanding work of commercial team lead by Glen Towers, that so many of our partners continue to see significant value in their relationship with the VAFA. Through branding opportunities, networking, premium events and direct engagement with our football community, our partners receive a genuine return on their investment. That is reflected in the longevity of many of these relationships, with Premium Partner William Buck and Major Partner Holmesglen each proudly supporting the VAFA for more than a decade. William Buck is synonymous with VAFA as our Premier Section naming rights for both Men and Women, whilst Holmesglen is proudly present on every one of our official match day player uniforms.

Our Strategic Plan has placed significant emphasis on increasing the profile and reach of the VAFA competition. Through the exceptional work of Jason Bennett and our broadcast partners — KTV, SEN Radio, News Corp, My Sport Live and Premier Data— we have now generated more than 266,000 live-stream views of VAFA football in season 2025 alone.

Our digital presence continues to grow at an extraordinary rate. Dylan “Cenchfooty” Humphries has helped expand our social media reach across TikTok, Instagram, Facebook, X, LinkedIn and YouTube to more than 50,000 followers, while the combined reach of our social channels and VAFA website now exceeds 20 million content views annually.

This growth has translated directly into commercial success.

In 2022, commercial partnerships contributed $318,770 towards VAFA operations. In 2026, contracted commercial revenue will exceed $675,000 — an increase of 112 per cent during one of the most challenging economic environments in recent years.

That investment is vital.

It enables the VAFA to continue providing the services and support that our clubs, players, coaches and volunteers rely upon each season. It also plays a significant role in helping us maintain affordable affiliation and player registration fees, ensuring community football remains accessible for everyone.

Equally, every commercial partner invests with the expectation of receiving value in return. As a football community, we all have a role to play in supporting those businesses that choose to invest in our game.

Whenever you are considering a product or service, I encourage you to first look to our VAFA Commercial Partners. By supporting the organisations that support community football, we strengthen these partnerships, create new opportunities for our clubs and ensure the VAFA continues to thrive for many years to come.

Jason Reddick, CEO