The Australian Football League (AFL) has strengthened its partnership with Monster Energy, making the brand the official energy drink of the AFL Women's League (AFLW) as part of a multi-year contract renewal. This expansion, which builds on Monster Energy's existing relationship with the AFL since 2020, will enhance brand visibility through various activations during matches and digital platforms, highlighting the growing commercial significance of women's sports within the league.
News AFL expands ties with Monster Energy, adds AFLW Monster Energy becomes the official energy drink of the AFLW affiliate women's league. Euan Cunningham April 8, 2026 Share Copy Link Share on X Share on Linkedin Share on Facebook Monster Energy has been a partner of the 18-team AFL since 2020. (Quinn Rooney/Getty Images) The Australian Football League (AFL) has expanded its commercial tie-up with major energy drinks brand Monster Energy. Through a multi-year contract renewal and expansion unveiled today, Monster Energy becomes the official energy drink of the AFLW affiliate women's league. Go deeper with GlobalData Reports Commercial Development of Women’s Sport - Athlete Landscape Reports Commercial Development of Women's Sport Go deeper with GlobalData The gold standard of business intelligence. Find out more Discover B2B Marketing That Performs Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms. Find out more Monster Energy has been a partner of the 18-team AFL since 2020, with that initial deal valued by GlobalData Sport at $2.5 million annually. The AFL has said this new agreement will entail "a suite of activations across AFL digital and matchday," for both the men's and women's properties. Specifically, the final two minutes of matches at a trio of AFL venues – the MCG and Marvel Stadium in Melbourne, and Optus Stadium in Perth – will see an increase in Monster Energy branding and stadium signage, thanks to the introduction of Monster Energy Time as a concept. Monster Energy Time will also feature on the AFL's digital and mobile sites. In addition, the brand will continue to have a presence pre-game at AFL matches. The AFL and AFLW also feature a number of Monster Energy brand ambassadors. The brand has deals in place with several sporting properties, including global team-based action sports competition X Games League, the Big3 basketball league, and Supercross’ SMX World Championship series. Other AFL sponsors, meanwhile, include Toyota (principal partner), Continental Tyres, McDonald's, Telstra, and Virgin Australia. The 2026 AFL season began on March 5 and will come to an end on September 26. --> Sign up for our daily news round-up! Give your business an edge with our leading industry insights. Sign up Share Copy Link Share on X Share on Linkedin Share on Facebook Go deeper with GlobalData Reports Commercial Development of Women’s Sport - Athlete Landscape Reports Commercial Development of Women's Sport Go deeper with GlobalData The gold standard of business intelligence. Find out more Access deeper industry intelligence Experience unmatched clarity with a single platform that combines unique data, AI, and human expertise. Find out more
Curated by Taleb Kabbara · Source: www.sportcal.com
Australian Football League, Monster Energy, X Games League, Big3, Supercross, Toyota, Continental Tyres, McDonald's, Telstra, Virgin Australia, MCG, Marvel Stadium, Optus Stadium
Sponsorship Valuator, Partnership Tracker, Stadium Financing Model
Australian Football League: The Australian Football League (AFL) has expanded its commercial partnership with Monster Energy, making it the official energy drink of the AFLW women's league.
Monster Energy: Monster Energy is a major energy drinks brand that has renewed and expanded its partnership with the AFL, becoming the official energy drink of the AFLW.
X Games League: X Games League is a global team-based action sports competition that has a partnership with Monster Energy.
Big3: Big3 is a basketball league that has a partnership with Monster Energy.
Supercross: Supercross is a motorsport series that includes the SMX World Championship series, which has a partnership with Monster Energy.
This article is part of Prism's real-time sports business intelligence radar, which tracks sponsorships, partnerships, media rights, stadium deals, and investments across global sports. View the full intelligence profile for each company to access active analysis modules, deal timelines, and connected company networks.