Which brands have signed on to Foxtel Media’s AFL coverage in 2026? Foxtel Media has confirmed a broad line-up of returning sponsors after what it says was the most-watched Toyota AFL Premiership season across Foxtel Group platforms in 2025.
The company said last year’s AFL season reached 15.1 million viewers across the calendar year and delivered 9.8 billion streamed minutes. Foxtel Media also reported 19 per cent year-on-year growth on Kayo Sports.
Among the returning sponsors for the 2026 season are Chemist Warehouse, Sportsbet, Aussie Broadband, AAMI, Harvey Norman, KFC, McDonald’s, Jameson, Bunnings, Ford, Industry Super Fund, NAB, Toyota, Ashley & Martin, Steel Blue Boots, Coles and HBF.
Major brands return to AFL coverage
Toyota has also returned as naming rights partner of AFL Super Saturday. Foxtel Media said audiences for the Saturday fixture grew 8 per cent year-on-year in 2025.
The 2026 season will include two additional weeks of exclusive Super Saturday coverage in South Australia and Queensland. Foxtel Media said the expanded national coverage is aimed at dedicated AFL audiences.
Outside sponsorship packages, the company said 22 advertisers have joined its AFL line-up for the first time. It linked that growth to expanded programmatic inventory and more flexible buying options for brands of different sizes.
Foxtel Media said those newer advertisers include GlanEry in Victoria, Vital Strength and Montgomery Homes in New South Wales, Bank WAW in Western Australia, and Funlab and Toscano’s Authentic in Victoria. Cancer Council and ABN Group have also signed tailored sponsorship packages in Western Australia.
Audience growth drives commercial demand
Nev Hasan, chief sales officer at Foxtel Media, said the 2025 season created a stronger commercial environment for brands.
“The 2025 season was another record-breaking one for Foxtel Media,” Hasan said. “This helped drive a massive total reach of 15.1 million over the calendar year, capturing a highly engaged audience that spends significantly more than average – 107% more on entertainment, 106% more on insurance, and 91% more on travel.”
Nev Hasan
Foxtel Media said the audience gains were supported by its live coverage strategy, including calling every game across the round, alongside investment in production and presentation.
Fox Footy doubles down on coverage
FOX FOOTY’s 2026 line-up will again include AFL Tonight, AFL360, On The Couch, Midweek Tackle, First Crack Review, Thursday Night Footy, Friday Night Footy, Sunday Ticket, Bounce and First Crack.
Foxtel Media said it continues to invest in technology, analysis and its broadcast schedule, with every game of every round available in 4K on FOX FOOTY.
Monika Poposki, sport sales director, Melbourne and Perth at Foxtel Media, said streaming audiences rose 14 per cent year-on-year in 2025, marking the platform’s seventh straight year of growth.
“When you combine that level of fan passion with our exclusive Saturday coverage across Rounds 0 to 10, brands are perfectly positioned to capture unmatched, highly engaged attention,” Poposki said.
Finals also hit record levels
Foxtel Media said weeks one to three of the 2025 AFL Finals series delivered its most-watched finals period on record. It also said the preliminary final between Collingwood Magpies and Brisbane Lions ranked as the second most-watched live sport audience, and the top AFL game, in Foxtel Group history.
The company added that Collingwood was its most-watched AFL team in 2025, with audience growth of 10 per cent year-on-year and the largest team audience recorded on Foxtel Group platforms.