QBE marks 40 years with Sydney Swans

QBE Insurance is marking 40 years of partnership with the Sydney Swans, one of the longest running sponsorships in Australian sport.

The relationship began in 1986 and today supports both the club’s AFL and AFLW teams. A major milestone in the partnership came in 2010 with the launch of the QBE Sydney Swans Academy, a development program designed to identify and train football talent across New South Wales. Graduates include AFL captain Callum Mills, vice captain Isaac Heeney, and AFLW players Holly Cooper, Imogen Brown, and Amelia Martin.

As part of the anniversary celebrations, QBE and the Swans will expand their Goals for Good initiative, pledging $1,000 for every goal scored at the Sydney Cricket Ground during the 2026 season. The program, delivered through the QBE Foundation, has raised over $400,000 for community organisations since launching in 2018.

The milestone will also be highlighted throughout the 2026 AFL and AFLW seasons with matchday activations, digital campaigns, and community events, including an outdoor advertising campaign across Sydney ahead of the Swans’ opening round in March.