Ford backs Geelong Cats for a century

Ford Australia has extended its sponsorship of the Geelong Football Club for a further five years to 2025, by which time the partnership will span 100 years.

The Blue Oval brand’s backing of the Cats AFL team dates back to 1925, when Ford first began assembling Model T vehicles Down Under in Geelong.

It is already believed to be the world’s longest-running sports sponsorship.

Ford Australia president and CEO Andrew Birkic and Geelong Football Club CEO Brian Cook signed the contract at the GMHBA Stadium in Geelong today ahead of the 2021 AFL and AFLW seasons.

Birkic said the sponsorship milestone demonstrates the extended bond between the two Victorian-based organisations, and Ford’s ongoing commitment to Geelong, where its global research and development hub at Norlane and the Ford You Yangs Proving Ground are based.

“If there’s one thing footy and Ford have in common, it’s the dedication and passion of their fans right throughout our histories,” said Birkic.

“To put it into historical terms, Ford first signed on when we were making Model T and we’re still here with the club as our Australian team works on advanced technology and engineers vehicles of the future.

“We’ve gone through nine Geelong premierships, 18 grand finals, and 52 finals series together.”

Other significant automotive sponsorships of AFL teams include the Richmond Tigers (Jeep), Melbourne Storm (Suzuki), Melbourne Demons (Jaguar) and Carlton Blues (Hyundai), while Toyota is the major sponsor of the AFL competition.

“There is a lot of uncertainty in the world, but one thing we can all count on is the ongoing successful partnership between the Geelong Football Club and Ford,” said Cook.

“As the club’s sole major sponsor, we are thankful for the support that Ford has given us over the past 95 years. We believe this is the most enduring partnership in sport, and we see this partnership surpassing the century.”

Ford Motor Company executive chairman Bill Ford also sent his well-wishes today in a letter to the Cats.

“Community and commitment are important values that guide us at Ford, and our 95-year partnership with the Geelong Football Club is testament to that commitment,” he said.

“Geelong has always been a very important place for Ford, with many of our 2500 Australian designers, engineers and specialists calling it home, and our extensive proving ground and engineering facilities in the region.

“I am thrilled to see what’s next with the Geelong Football Club, and look forward to continuing to build on our strong partnership. Go Cats!”