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.