Foxtel Media lands five heavyweight sponsors for AFLW 2026

Foxtel Media has secured five returning major sponsors for its 2026 AFLW coverage, following record audiences across Kayo Sports and Foxtel.

NAB, Toyota, Medibank, Harvey Norman and AAMI will return through naming rights, branded segments and in-show integrations. The season begins Sunday, 9 August.

READ MORE: Harvey Norman, Westpac and KFC back 2026 NRLW

READ MORE: AFL teams with Dan Does Footy for creator-led Watchalong

Record audiences lift AFLW’s commercial appeal

The announcement follows Australia’s 50-point win over Ireland’s Banshees in the first international representative match in women’s football. Foxtel Media said it became the most-watched AFLW event across Kayo Sports and Foxtel.

The company also said the past two AFLW seasons delivered the competition’s highest viewership. Its release cited research showing 60 per cent of Australian sports fans are interested in women’s sport.

How the sponsors will appear

Each brand has secured tailored integrations across Foxtel Media’s AFLW coverage:

• NAB will receive in-show naming credits.
• Harvey Norman will own the “Harvey Norman Replay” and “Player of the Match” segments.
• AAMI will sponsor the “AAMI Impact Moments” segment.
• Medibank will hold naming rights for The W Debrief and sponsor a weekly segment.
• Toyota will bring its “Oh What a Feeling” segments to the coverage.

The W Debrief returns

The W Debrief will return for a third season, hosted by Kelli Underwood and Lauren Wood. The program will feature analysis, player interviews, highlights and behind-the-scenes access.

Every match of the 2026 AFLW season will be available live across Fox Footy and Kayo Sports. That includes every final and the Grand Final.

Monika Poposki, sport sales director – Melbourne and Perth at Foxtel Media, said the renewed sponsorship reflected the growing influence of women’s sport.

“The 2026 AFLW season marks another milestone for Kayo SPORTS' commitment to women's sport as continued investment from leading brands reflects the growing influence of women’s sport and the deep connection it creates with fans,” she said.

“With every match of the 2026 AFLW season, including every final and the Grand Final, available live across Fox Footy and Kayo SPORTS, our partners have the opportunity to be part of every defining moment and align with athletes, stories and moments that resonate deeply with audiences.

“Combined with premium integrations across our coverage, we're helping brands engage audiences in authentic ways while supporting the continued growth of women's football.”