Geelong Cats and Lee Kum Kee have teamed up for the 2025 AFL season, with the sauce brand a Premier Partner and the preferred Asian sauce provider of Geelong Football Club.
Throughout the season, Lee Kum Kee will have a strong presence at GMHBA Stadium, offering matchday activations which will allow fans to experience the brand’s signature sauces.
On select game days, Lee Kum Kee ambassadors and MasterChef stars Mimi Wong and Declan Cleary will also “bring the heat” to the President’s Club function, serving up Asian-inspired footy bites using Lee Kum Kee’s signature sauces.
Additionally, Lee Kum Kee will give away exclusive inner-sanctum tickets on the brand’s social media channels, offering fans a once-in-a-lifetime opportunity to get up close to their favourite Cats players.
The partnership will extend beyond stadium, too, with Lee Kum Kee playing a role in grassroots AFL Barwon events across the greater Geelong region.
To further engage fans, Lee Kum Kee will be the presenting partner of Geelong Diary – the “go-to” editorial source for insights, player updates and behind-the-scenes stories in the lead-up to each game.
Lee Kum Kee Business Development Director – Oceania, APAC Gary Hui says the brand is thrilled to partner with the Geelong Cats for the 2025 AFL season, bringing its passion for authentic Asian flavours to one of Australia’s most iconic football clubs.
“Just as the Cats bring excitement and energy to the field, Lee Kum Kee is dedicated to elevating everyday meals with bold and delicious flavours,” he says.
“Through this partnership, we look forward to engaging with footy fans, celebrating community spirit and sharing our love of great food – both at the stadium and beyond.”