V Energy has announced a new multi-year AFL club partnership, with the Adelaide Crows, Hawthorn Hawks and Sydney Swans alongside a continued partnership with West Coast Eagles for the 2026 AFL season.

The new multi-club partnership will run over the next three seasons and is anchored in V Energy’s ActiVated brand platform, celebrating the energy fans bring to the game every week.

“From pre-game rituals to the final siren, V ActiVated is about backing what’s already there: the passion, commitment and drive of footy fans who show up, stay loud and bring the energy that powers the game,” says the brand.

“The AFL provides a natural stage for V Energy to bring this belief to life through clubs, communities and matchday moments.”

Over the 2026 season, V Energy will feature across club content, social channels, match day environments, across broadcasts of the games and in-store activations to connect with fans that celebrate the energy of the game before, during and after the siren.

Ben Andrews, Interim Chief Marketing Officer at Suntory Beverage & Food Oceania, says the partnerships reflect V Energy’s commitment to activating the energy that powers Australian culture.

“While the AFL rightly celebrates elite performance on the field, the energy that drives the game comes from the fans who show up week after week,” he says.

“The Activated campaign is about recognising that everyday energy, the little wins, the passion and the love of the game. Partnering with the Crows, Hawks, Swans and Eagles allows V Energy to bring that belief to life in a way that feels authentic to footy and the communities that surround it.”

All four AFL Club partnerships will roll out across the 2026 season with activity tailored to each club.