NAB’s Aussie football partnership shows the power of sponsorship as a force for good

When most people think about sponsorship, they think about logos on shirts or ads around stadiums. But NAB's (National Australia Bank) latest AFL campaign shows that when used properly, sponsorship can be much more than that — it can be a way to give something back to society.

In its latest AFL campaign, developed with TBWA and Mindshare, NAB uses its long-running partnership with Australian football to address a broader social issue: the growing sense of division and disconnection in Australian society. By focusing on what footy does best — bringing people together — NAB is positioning itself not just as a sponsor of sport but as a brand that stands for community, belonging, and support.

Footy as a platform for social cohesion

The campaign is built on a simple but powerful insight. According to the Scanlon Report, Australia’s longest-running social cohesion study, Australians feel more divided than ever before. At a time when many people feel disconnected from each other and their communities, NAB is using its sponsorship to shine a light on footy’s unique ability to unite people across backgrounds and generations.

As the campaign’s hero film shows, a goal scored in an Auskick game is never just a goal. It’s a shared moment that brings people together — from neighbours and dog walkers to AFLW star Katie Brennan, and even Buddy Franklin himself. These moments matter. They’re the moments where people forget their differences and come together to cheer, connect, and celebrate.

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More than a bank, a part of the community

For NAB, this is not just an advertising campaign. It’s a reflection of how the bank wants to be seen and what it wants to stand for — a bank that’s part of the community, helping Australians reach their goals, whether that’s scoring in footy or buying a first home.

As Natalie Lockwood, NAB’s Chief Marketing Officer, puts it:

“At NAB, we have been supporting every goal, from AFL Auskick to the big time, for more than 20 years. Footy has an incredible way of uniting us and that really comes to life when we all celebrate a goal, a win or major achievement. Not only do we love celebrating on-field goals, we support our customers to achieve their off-field goals every single day — whether that’s buying a home, saving for a dream holiday, or starting a new business.”

By linking its brand to these shared moments of celebration, NAB is making a broader statement about its role in Australian life — not just a provider of banking services but a partner to Australians in their everyday journeys.

It’s a smart play. Customers don’t choose banks based on ads alone. Trust, emotional connection, and a sense of shared values matter, especially for banks facing increased competition. By showing up in footy in this way, NAB becomes more than just a bank, it reinforces its position as a positive force in the lives of its customers.

A long-term commitment to footy and community

Importantly, NAB’s connection to footy runs deep. The bank has been involved with Auskick, helping children take their first steps in the game, and is the naming rights sponsor of AFL Women’s (AFLW) — a partnership that has supported the growth of women’s football across Australia.

As a result of this commitment, over a third of all footy players in Australia are now women — a major shift in the sport’s landscape that NAB has played a key role in enabling. Supporting gender diversity, grassroots access, and community participation, NAB’s AFL sponsorship goes well beyond the elite game.

NAB Sponsorship as a force for good

At The Sponsor, we often talk about "sponsorship as a force for good" — the idea that sponsorship should not only deliver commercial returns but also create positive outcomes for the wider community. NAB’s AFL partnership is a strong example of this philosophy in action.

Rather than focusing solely on brand visibility, NAB sponsorship contributes to a more connected and cohesive society at a time when Australians are seeking things that unite them.

This kind of sponsorship also delivers long-term brand value. Brands that align with issues people care about — and contribute meaningfully — build stronger emotional connections with customers. In a competitive market like banking, where trust and reputation are critical, being seen as a brand that genuinely supports community matters.

A win win partnership

NAB’s new AFL campaign is a reminder of what sponsorship can achieve when used with purpose. By focusing on the role footy plays in uniting Australians, NAB is not only strengthening its brand but also helping to address a broader social need for connection and community.

Sponsorship at its best isn’t just about business — it’s about impact. NAB’s latest campaign is a clear example of how brands can use their partnerships to do something positive for both their business and society.

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This article was written by Sean Connell, Editor, The Sponsor.