Foxtel Media locks in major sponsors for 2026 AFLW season

Foxtel Media has locked in NAB, Toyota, Medibank, Harvey Norman, and AAMI as major sponsors for Kayo Sports and Foxtel’s 2026 AFLW coverage, reinforcing advertiser confidence in one of Australia’s premier women’s sporting competitions.

The announcement follows Australia’s 50-point victory over Ireland’s Banshees in the first-ever international representative match in women’s football, which became the most-watched AFLW event ever across Kayo Sports and Foxtel.

The 2026 NAB AFLW season kicked off on 9 August, building on strong momentum after the past two AFLW seasons delivered the highest viewership in the competition’s history.

As part of its coverage, Foxtel Media is expanding its exclusive content offering with the return of The W Debrief for its third consecutive season. Hosted by Kelli Underwood and Lauren Wood, the dedicated AFLW magazine show provides in-depth analysis, player interviews, highlights, and behind-the-scenes access throughout the season.

All five major sponsors will feature in tailored, purpose-built integrations across the broadcast. NAB has secured in-show naming credits, while Harvey Norman will present the "Harvey Norman Replay" and "Player of the Match" segments. AAMI takes ownership of "AAMI Impact Moments," Medibank holds naming rights for The W Debrief alongside a weekly branded segment, and Toyota brings its signature "Oh What a Feeling" moments to the coverage—delivering high-impact brand exposure without disrupting the fan experience.

Monika Poposki, Sport Sales Director – Melbourne & Perth at Foxtel Media, said: "The 2026 AFLW season marks another milestone for Kayo Sports' commitment to women's sport, as continued investment from leading brands reflects the growing influence of women’s sport and the deep connection it creates with fans. The momentum is clear, with 60% of Australian sports fans now interested in women’s sport, further reinforcing the AFLW’s place as a key part of Australia’s sporting calendar."

"With every match of the 2026 AFLW season—including every final and the Grand Final—available live across Fox Footy and Kayo Sports, our partners have the opportunity to be part of every defining moment and align with athletes, stories, and moments that resonate deeply with audiences. Combined with premium integrations across our coverage, we're helping brands engage audiences in authentic ways while supporting the continued growth of women's football," Poposki added.

MARKETING-INTERACTIVE has reached out to Foxtel Media for additional details.

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