Omo Ultimate - Changeroom Partner of the AFL

The AFL has announced its new partnership with OMO Australia as the official changeroom partner of the AFL with Bastion helping drive the negotiation and management.

The announcement:

The AFL is pleased to announce its new partnership with OMO Australia as the Official Changeroom partner of the AFL.

This announcement marks the first occasion OMO Australia – a Unilever brand – has entered a partnership with a sporting brand. The OMO partnership is the first changeroom partner of the AFL, linking the key role OMO’s products have played in AFL changerooms across the country from elite to grassroots.

AFL general manager commercial Peta Webster said the AFL was excited to partner with OMO and welcome the Official Changeroom partner and leading innovator in cleanliness and stain removal.

“The AFL is proud to welcome OMO to the football family this season as our official laundry detergent,” Webster said.

“We know some of the best memories participants have from playing our game comes from getting muddy on the field, so we’re delighted to work with OMO to help make the cleaning process easier and a part of the AFL ritual,” she said.

Recently launching the new look for ‘OMO Ultimate’, the gold standard in laundry, Head of Homecare Unilever, Lorna Ash said the brand was delighted to be partnering with the AFL, bringing back the iconic guernsey swap in partnership with St Kilda Football Club and the Sydney Swans.

“As an iconic household brand, OMO is delighted to be partnering with the AFL as the Official Changeroom partner of the game. Our most superior formula, OMO Ultimate, is sure to remove anything the game throws at the players, whether that’s mud, sweat or sauce – OMO has you covered,” Ash said.

“We’re looking forward to OMO becoming synonymous with the AFL, for families, players and fans and excited to see the partnership come to life.”

The new partnership officially kicked off in Round 15 of the 2022 Toyota AFL Premiership Season and will continue throughout season 2023.