Hyundai signs new three-year sponsorship deal with Freo Dockers

Hyundai has shifted into top gear with the Fremantle Dockers, signing a new three-year deal as premier partner of both the AFL and AFLW teams.

It means the Dockers will join Carlton and Brisbane as the automotive giant’s third AFL club sponsorship.

The partnership also carries a strong West Australian connection. John Hughes and Perth entrepreneur Alan Bond opened Australia’s first Hyundai dealership 1986 — and since then, Hyundai has grown into one of the country’s biggest automotive brands, with more than 2.2 million vehicles delivered to Australian customers over 40 years.

Fremantle CEO Simon Garlick said the partnership is about more than a logo on the guernsey.

“This partnership reflects the confidence Hyundai has in where we’re heading as a club and the community we represent,” Garlick said.

“Having Hyundai alongside us as our first automotive partner is a reflection of the strength of the Freo family and our ability to connect with our passionate fanbase across Australia and beyond.

“We look forward to building something meaningful together, both on the field and in the community.”

Hyundai Motor Company Australia chief operating officer Gavin Donaldson said the deal wasn’t a “conventional sponsorship”.

“The Fremantle Dockers represent youth, energy, and a hunger for evolution,” he said. “Together, we will create a narrative that isn’t just about elite sport, but also about sustainable communities, inclusiveness, and driving real-world value for West Australians from the grassroots up.”

Hyundai branding will feature on the upper back of both the AFL and AFLW guernseys, as well as on training gear. The agreement will also include Optus Stadium branding and fan activations designed to engage members and fans throughout the AFL and AFLW seasons.

+ From November 1, all 2027 full-season Fremantle members will be eligible for up to $1000 cashback when buying new Hyundai through an authorised Hyundai dealer. Other Hyundai offers and activations will be shared with Fremantle members and fans in the lead-up to the 2027 season.