Chemist Warehouse has renewed its long-standing partnership with the Australian Football League, extending a relationship that spans more than a decade.
The multi-year renewal reinforces the retailer’s role as a health and wellbeing partner across the football ecosystem, spanning AFL and AFLW players, umpires, clubs, staff, grassroots football and fans nationwide.
‘All in for footy’
The renewed deal launches under the platform “ALL IN for Footy”, aimed at supporting the game beyond match day and strengthening connections with fans across all levels.
The partnership will continue to focus on health, accessibility and community, while delivering fan engagement initiatives throughout the season.
Major investment in umpires
As part of the next phase, Chemist Warehouse is placing a significant focus on umpires, backing one of the game’s most under-recognised groups.
The retailer has committed to investing at least $1 million over five years in the AFL Umpires High Performance Pathway.
Funding will be generated through the sale of Gello Beans and Gello Snakes, supporting development opportunities across AFL, AFLW, VFL, VFLW, and community pathways.
The initiative will provide resources, structured training and high-performance support to help develop the next generation of officials.
Embedded in the fan experience
Chemist Warehouse will also continue to activate across key moments in the AFL calendar, including integrations within the AFL Live Official App as the official Friday Footy sponsor.
Deputy CEO Mario Tascone said the renewal reflects a long-term commitment to the game.
“For more than a decade, our partnership with the AFL has been built on shared values… this announcement is a celebration of going ALL IN for the game,” he said.
“This announcement is a celebration of going ALL IN — for the game and for the moments that bring
Australians together, on and off the field.”
AFL backs the renewal
Bec Haagsma, Executive General Manager Customer, Commercial and Technology at the AFL, said the partnership continues to deliver impact across all levels of the sport.
“We thank Chemist Warehouse for their ongoing support, especially the investment in umpires who are integral to our game,” she said.
Main image: Chemist Warehouse