HCF has renewed its principal partnership with GIANTS Netball through 2028, marking 10 seasons of support and highlighting how Australian insurers are using sport in marketing and community programs. The not-for-profit health fund has backed the club since GIANTS entered Suncorp Super Netball in 2017, a period that has included a grand final appearance in its first season and multiple finals campaigns. HCF CEO and managing director Lorraine Thomas said the milestone reflects how the two organisations have worked together over that time. “GIANTS was built with ambition, integrity, and a strong sense of community – qualities that align closely with who we are at HCF as Australia’s largest not‑for‑profit health fund. We’re proud of what we’ve achieved together over the past 10 seasons, particularly the impact this partnership has had beyond the elite level, supporting women and girls across New South Wales to stay active, connected, and healthy,” Thomas said. Under the renewed agreement, HCF will continue as principal partner, maintaining its presence on the club’s playing kit and across match-day and digital assets as GIANTS compete in the national competition.
Across almost 10 seasons, HCF’s role has broadened from traditional sponsorship inventory to include programs aimed at women and girls in New South Wales, including Western Sydney and regional communities. The partnership has been used to support participation programs, health information campaigns, and local netball activities. GIANTS executive general manager Tim Underwood said HCF’s involvement since the club’s launch has been important in its growth. “HCF have been an incredibly loyal and values‑aligned partner for the past 10 seasons. When they came on as Principal Partner at the very beginning, they were buying into an idea and vision for the club, and their ongoing support has played a vital role in the growth of our club. We’re proud and incredibly excited to be continuing this journey together,” Underwood said. The extension shows how health funds are using women’s elite sport to reach members and potential customers, while linking sponsorship activity to broader health and participation themes.
Other insurers are taking similar approaches through Australian Football League relationships. QBE Insurance and the Sydney Swans are marking 40 years of partnership in 2026, in an arrangement that began in 1986 and now covers both AFL and AFLW teams. A key element of the partnership is the QBE Sydney Swans Academy, launched in 2010 to identify and develop talent across New South Wales. Academy graduates include current AFL captain Callum Mills, vice-captain Isaac Heeney, and several AFLW players. The academy’s youth programs provide a structured pathway for male and female footballers and connect QBE’s long-running involvement with the club’s list development.
QBE and the Swans are also continuing the Goals for Good initiative this season, with a $1,000 donation for every goal kicked at the Sydney Cricket Ground, funded through the QBE Foundation. Since 2018, the program has raised more than $400,000 for community organisations. Personal lines insurer Youi has focused on in-stadium initiatives for supporters through the “Youi Fan House” at the Gabba for Brisbane Lions home games. The dedicated area behind the eastern goalposts offers behind-the-goals viewing, club memorabilia and a designated game-day space under Youi’s role as principal partner of the Lions and “official partner of footy fans.”
In regional and rural areas, WFI Insurance worked with Tour de Cure’s 2026 Signature Tour as presenting partner. The 1,400km ride from Canberra to Hobart sought to raise $2 million for cancer research, support, and prevention programs. More than 200 cyclists travelled through towns including Jindabyne, Corryong, Ballarat, Geelong, Cradle Mountain, Launceston, and Swansea. Each night, $10,000 was directed to a local cancer charity along the route. In Ballarat on March 15, WFI hosted a community dinner for local charity Shannon’s Bridge and presented a $10,000 contribution to support palliative care services.
Suncorp insurer AAMI is expanding its sports partnerships through both disability inclusion and football development. In February, AAMI again partnered with NDIS-registered disability provider What Ability to hold an all-abilities day at AAMI Park in Melbourne. More than 350 people living with disability – together with families, carers, and volunteers – took part in activities on the stadium pitch. Professional and semi-professional athletes who also work as trained support workers participated, and AAMI staff volunteered on the day.
Separately, AAMI has entered a new agreement with WA Football for 2026. Under the deal, AAMI becomes naming rights partner of the AAMI WA Football State Talent Program and premier partner of the WAFL, WAFLW, WAFL Colts, and junior football. The arrangement includes player grants for Indigenous and multicultural participants, regular digital content profiling emerging players through “AAMI Rookies” posts, fan promotions at selected WAFL games, and a “Dash for Cash” promotion at the WAFL Grand Final. In junior football, AAMI funding will support the purchase of new volunteer bibs across clubs.
Global insurers are also using sport as a tool for brand building and community-focused programs. In January, Allianz Group announced a multi-year worldwide partnership with Italian tennis player Jannik Sinner, currently ranked No. 2 on the ATP Tour. Sinner becomes an Allianz global brand ambassador under the tagline “We’re here to serve,” appearing in campaigns aimed at customers, employees, partners, and fans. The agreement connects with The Jannik Sinner Foundation, which runs programs using education and sport to support children and young people. It adds to Allianz’s existing sports partnerships, including its role as insurer of the Olympic and Paralympic Movements through 2032 and its long-running relationship with FC Bayern München.
In rugby union, Gallagher has broadened its Australian presence through a three-year principal partnership with the ACT Brumbies, announced in January and running through the 2028 season. The deal covers both the Swyftx Super Rugby Pacific team and the Super Rugby Women’s side. Gallagher, already the official insurance partner of Rugby Australia, will appear on the front of the Brumbies’ 2026 jerseys and plans to use the partnership for business-to-business hospitality and networking in Canberra. The agreement coincides with Rugby Australia’s wider commercial changes announced in late 2024 and the Brumbies’ preparations for the 2026 campaign, with Gallagher-branded kits to debut in Round 1 and at the club’s first home match against the Blues at GIO Stadium on Feb. 28.
These arrangements indicate that insurers are moving beyond logo placement into programs focused on health, participation, inclusion, regional communities, and talent development. Sport is being used as:
As HCF enters its 11th season with GIANTS Netball and other insurers mark anniversaries or sign new deals, sports partnerships are set to remain a consistent feature of insurers’ marketing and stakeholder activity in the Australian market.
