The Australian Football League (AFL) has emerged as a significant battleground for alcoholic beverage brands in the Asia-Pacific region (APAC), with a large number of small to mid-sized sponsorships combining to drive strong deal value.

Data and analytics company, GlobalData, says AFL secured the largest agreement of 2025 – it’s partnership with Carlton & United Breweries (CUB), and the number of AFL partnership shows how brands are leveraging Australia’s most influential sporting platforms build visibility.

Olivia Snooks, Sport Analyst at GlobalData, said: “By partnering with the AFL—a central part of Australia’s sporting and social culture — brands can align themselves with the league’s core values of community, mateship, and tradition.

“CUB’s agreement with the AFL is a clear example: it includes multiple team-level partnerships that reinforce CUB’s long-term commitment to the game. This deal not only helps strengthen the AFL’s financial position but also supports greater inclusivity by expanding the availability and visibility of non-alcoholic beverage options.”

CUB has secured two of the three largest alcohol-sector partnerships in the APAC region, signing major deals with both the AFL and the National Rugby League (NRL).

As part of its AFL agreement, CUB launched Carlton Zero, the league’s first official non-alcoholic beer, reflecting growing demand for lower- and no-alcohol options. CUB’s renewed multi-year partnership with the NRL further strengthens its presence across Australia’s major sporting codes

Snooks added: “Alcoholic beverage brands have concentrated substantial investments in high‑visibility Pacific properties, such as national teams, major leagues, and marquee events, while relying on numerous low‑value, localised partnerships across Asian markets to maintain brand presence without violating regional regulations.

“CUB’s agreement with the NRL covers alcoholic beverages and non-alcoholic options, such as Gatorade and Cool Ridge water. This comprehensive sponsorship approach enables CUB to reach a broader audience, including consumers who prefer non-alcoholic choices.

“The partnerships with both the NRL and AFL are pivotal for enhancing brand visibility, responding to market trends, and reinforcing CUB’s leadership in sports sponsorship. These deals benefit CUB and support the leagues’ financial stability and fan engagement.”

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