AAMI has been a valued partner of the AFL since 2017, strengthening its commitment in 2021 by becoming a Major Partner of both the AFL and AFLW competitions. This long-standing partnership provides AAMI with a powerful national platform to connect with footy fans and reinforce its position as Australia’s only national insurer.

At the heart of this partnership is AAMI’s commitment to supporting the communities that make the game what it is. From grassroots initiatives to Indigenous programs and talent pathways, AAMI is proud to help create more inclusive opportunities in football and support the next generation of players across Australia.

AAMI has a proud history of helping Australians prevent and recover from life’s mishaps—what Aussies and footy fans know as “clangers”. This insight sits at the core of AAMI’s AFL strategy: recognising that while mistakes happen, having the right support can make all the difference. The AAMI clangers platform is embedded across the AFL environment through a range of initiatives, including Clangers for Good as well as social and broadcast content showcasing clangers of the game. The AAMI to the Rescue content showcases clangers at one the biggest stages in Australian sport, the AFL Grand Final and aims to bring fans along on the journey to get the match ball to the MCG in time for the opening bounce—demonstrating how AAMI steps in when it counts to help avoid the biggest clangers.

AAMI continues to partner with leading AFL and AFLW athletes who bring authenticity and credibility to the brand across campaigns:

• Patrick Cripps (Carlton Captain)
• Darcy Vescio (Carlton AFLW)
• Darcy Moore (Collingwood Captain)
• Mon Conti (Richmond AFLW)

AAMI remains committed to supporting local communities and grassroots footy through its AFL partnership. At AAMI, we pride ourselves on turning life’s clangers into something good—helping footy fans and communities build resilience and recover when things don’t go to plan.

Since launching in 2020, the Clangers for Good initiative continues to turn in-game moments into meaningful community outcomes.

Since inception, AAMI has contributed over $700,000 in ‘clanger cash’ to grassroots clubs across Australia. This funding has supported a range of initiatives including:

• Facility upgrades and infrastructure improvements
• Equipment and uniforms
• Expansion of opportunities for girls and women in football
• Mental health and wellbeing programs
• Transport and accessibility for players

The program continues to generate strong engagement from clubs nationwide and highlights the tangible impact of AAMI’s commitment to community football.

AAMI is a strong supporter of Australian football at all levels, and the SANFL partnership enables the brand to extend its national AFL presence into local South Australian communities.

In 2026, AAMI expanded support – taking on the AAMI Talent League alongside our continued commitment to SANFL men’s and women’s competitions, AAMI Rookies, local clubs and the broader South Australian community.

Since the partnership began in 2020, AAMI has played a key role in supporting grassroots football across the state, reinforcing our “we’re here for SA footy” positioning.

Through this partnership, AAMI has contributed over $300,000 to SANFL to help local SANFL clubs strengthen community football by funding local clubs to upgrade facilities, purchase new equipment and invest in player development programs.

In addition to funding, AAMI brings the partnership to life through on-ground activations and fan engagement moments, embedding the brand within the fabric of South Australian football.

This local presence helps strengthen AAMI’s connection with communities and demonstrates a genuine, long-term commitment to the state.