Among the corporate and political heavy hitters ensconced in the MCG’s Olympic Room for the AFL Commission’s annual grand final day lunch this year (and last) was Hostplus CEO David Elia. It’s not a crowd usually associated with industry super funds, yet not only was Elia there but he was seated in prime position on a table near outgoing AFL chair Richard Goyder’s own.

The sports-mad chief executive of the $140 billion industry super fund for hospitality workers is a stalwart of the corporate box set. And it seems Elia’s fanaticism is shared by Hostplus, at least according to its substantial sponsorship and marketing spending.

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