The Brisbane Lions are proud to announce that leading insurer Youi has extended its partnership with the club for a further five years, starting November 1st, 2024.

As the club's new Principal Partner, this signifies a strong commitment from both Youi and the Lions to building a benchmark partnership for the AFL and an iconic partnership in Australian professional sport, with fans at the heart of this ambition.

Youi will become central to all fan-related activities, going everywhere the Lions go, allowing both partners to deliver greater footy outcomes on a national scale.

The evolved partnership also demonstrates Youi’s commitment to delivering meaningful community outcomes, with naming rights to the ‘Youi Brisbane Lions Academy’ which is set to give more boys and girls the opportunity to pursue AFL careers with additional investment from Youi.

The partnership will also see an expansion of the ‘Youi Community Hill’ at Brighton Homes Arena during the AFLW season, giving community footy clubs and local charities the opportunity to fundraise on match days.

From AFLW season 9, Youi will have a stronger presence in the Brisbane Lions AFLW team, focused on providing more support to current players and young women aspiring to an AFL career.

Brisbane Lions Chief Executive, Greg Swann, said the partnership had gone from strength to strength since Youi first signed on in 2020.

“Youi first joined the club as Coaches Partner during the COVID impacted 2020 season and to be honest we haven’t really looked back,” Swann said. 

“They’ve since become our co-major, they’ve supported the players, the community and of course the fans. We’re delighted that Youi sees us a key strategic partner and can’t wait to make this relationship even stronger over the years to come.

“The additional five-year agreement sees Youi extend to a nine (9) year partnership with the Lions, taking us all the way through to 2029.

“We recently worked hand in glove to deliver their ‘Footy. Made by Fans’ campaign which saw super fan Scott become the club’s first official fan sponsor.

“The next five years of this partnership will see an expansion of the Youi brand across Men’s, Women’s, Academy and Community programs with more details to be announced over the coming months.

“Our club is made by fans, they’re who we play for week in week out and it’s been great to see Youi align so well with the fabric of our club over the past five years.”

Youi Chief Marketing Officer, Angela Greenwood, sees the partnership extension as a way to continue rewarding footy fans and supporting the game at all levels.

“We aim to deepen fan engagement by creating experiences that allow fans to have a more significant influence on the sport they love,” Greenwood said.

“We already have plenty of amazing creative ideas to bring to life with the passionate team at the Lions, so each season we aim to evolve the partnership, ensuring that our platform 'Footy. Made by Fans' remains relevant and meaningful.

“We’re also incredibly proud to be working in partnership with the Lions to further evolve our role in the great game of AFL and support initiatives that make a real difference in the community.”