Landmark AFL Partnership to Accelerate Brand Growth in Australia

Melbourne, October 1, 2025 – In a bold step to cement its position among Australia’s leading automotive brands, GWM has entered into a new co-major partnership with Richmond Football Club, marking the company’s debut in the AFL arena.

The multi-year agreement represents GWM’s largest Australian sponsorship to date, creating a powerful platform to grow brand recognition and consumer preference as the company targets a Top 5 market position.

Strategic Alignment with the AFL and Richmond FC

The partnership links GWM with one of the nation’s most-watched sporting codes and one of its most successful clubs. Richmond FC — renowned for its heritage, culture, and dominance across the last decade — ranks among the top AFL clubs for:

  • TV viewership
  • Membership numbers
  • Game day attendance
  • Social media engagement

By aligning with the Tigers, GWM gains access to a passionate supporter base and broad national exposure through the AFL’s unrivalled reach.

Partnership Benefits and Branding Opportunities

As part of the agreement, GWM will enjoy prominent branding integration across Richmond’s on-field and off-field presence, including:

  • Guernsey branding – lower back position on the Tigers’ playing kit
  • Training kit and coaches’ media polos
  • Media backdrop and changing room signage
  • MCG LED signage on Richmond home game days

The partnership will also extend into fan activations and community engagement, with a spotlight on GWM’s latest Hi4 and Hi4-T technology, showcasing the brand’s innovation to both the Tiger Army and the wider sporting community.

Driving Growth and Brand Ambition

The sponsorship marks another key step in GWM’s Australian growth journey. The brand currently delivers 50,000 vehicle sales annually, with a clear roadmap to reach 75,000 sales per year by 2027, elevating GWM into the nation’s top five automotive marques.

“Partnering with Richmond FC is more than just sponsorship — it’s about aligning ourselves with a club that embodies history, renewal, and success,” said John Kett, Chief Operating Officer of GWM ANZ.

“Like Richmond, GWM is in a renewal stage — introducing advanced technology, refreshing our portfolio, and challenging long-established competitors. This partnership will help us build brand familiarity and trust while engaging directly with millions of AFL fans across the country.

“Our goal is clear: by 2027, GWM will be a top five automotive brand in Australia. Together with Richmond, we’ll share in the excitement of the journey — whether that’s achieving sales growth or celebrating a premiership along the way.”


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