As part of its relationship with the West Coast Eagles, Allianz Australia has funded 1,000 hampers for Foodbank WA’s Give A Feed appeal, which aims to distribute 3,000 hampers to Western Australians experiencing hardship over the Christmas period. Each hamper is intended to provide the ingredients for a festive meal for a family of four.
Allianz employees joined West Coast Eagles players Jake Waterman, Tylar Young, Tim Kelly, and Matt Flynn at Foodbank WA’s Perth facility to pack the hampers. The activity combined the insurer’s financial contribution with participation from staff and players in the packing process. West Coast Eagles forward Jake Waterman said: “It’s amazing to have Allianz come on board as a partner and show their commitment to the WA community. To know that we are helping play a role in providing for 1,000 WA families in a time of need is something we are proud to be doing alongside Allianz.”
Allianz Australia managing director Richard Feledy said the Give A Feed activity is the first community initiative linked to the insurer’s new long-term sponsorship of the West Coast Eagles. “We’re really proud to partner with West Coast Eagles to support Foodbank’s Give A Feed initiative. Caring for Western Australian communities is central to our partnership, and this initiative is the first step, with more to come next year. We’re pleased to be able to contribute to the appeal and make a difference to many families this holiday season,” Feledy said.
The insurer and club have indicated that additional community-focused activities are expected over the life of the sponsorship. For insurance professionals, the arrangement illustrates how a major sponsorship can be tied to a specific social initiative, rather than being limited to branding and match-day promotion.
The Christmas initiative follows Allianz Australia’s signing of a four-year sponsorship agreement with the West Coast Eagles, running through to the end of the 2029 season. Under the deal, Allianz will support the club’s AFL, AFLW, and Wheelchair football programs. Allianz branding will appear on the neckline of the Eagles’ AFL match guernseys, as well as on training apparel, media backdrops, and signage at Optus Stadium and other club venues. From 2026, Allianz is scheduled to become the official shorts partner for the club’s AFLW team and a major partner of its Wheelchair football program.
The sponsorship covers men’s, women’s, and wheelchair football, giving the insurer a range of assets it can use for marketing, broker engagement, and community-related campaigns, including its work with Foodbank WA.
The Allianz–West Coast Eagles arrangement sits within a wider trend of Australian insurers linking sponsorships with community initiatives. For instance, QBE Insurance’s partnership with the Sydney Swans includes the QBE Foundation, which supports youth and community programs associated with the club. Zurich’s sponsorship of the Melbourne Football Club has involved backing mental health and wellbeing programs for players and supporters.
