Youi has added a new fan facility to its Brisbane Lions sponsorship, launching the Youi Fan House, a match-day zone located directly behind the eastern goals at the Gabba for the 2026 AFL season. The move sits within a long-term Lions partnership and comes alongside other insurance-backed arrangements across the AFL and AFLW.
The Youi Fan House opened on March 7 and occupies part of the Gabba’s verandah, providing a standing and seating area for all Brisbane Lions home fixtures, including Round 0 against the Western Bulldogs. The space offers behind-the-goals views, access to Brisbane Lions memorabilia and an area for groups of supporters to watch the game close to the field of play. The facility forms part of Youi’s role as principal partner of the Brisbane Lions and Official Partner of Footy Fans. It is set up as a shared area for members and non-members rather than a corporate-only space.
Youi chief marketing officer Angela Greenwood said the initiative is intended to recognise the role of supporters and place the insurer more directly in the live match setting. “The Youi Fan House reflects our commitment to the fans who make footy what it is. It’s not just about backing a team – it’s about belonging to the game. Our ambition was to create something truly unparalleled – a fan experience at the Gabba that stands alongside the very best in game-day experiences in sport. From the location right behind the goals to the memorabilia, every detail has been designed to bring fans closer to the game,” Greenwood said. She said the zone is open to a broad cross-section of spectators. “The Youi Fan House celebrates the passion of the Brisbane Lions and their supporters, while also welcoming any footy fan who wants to soak up the atmosphere at the Gabba. As the Brisbane Lions’ Principal Partner, we’re proud to invest in something that genuinely gives back to the community that makes this club and this sport so special – the fans,” she said.
Brisbane Lions chief executive Sam Graham said the new space builds on the club’s long-term sponsorship with Youi. “Success isn’t made overnight; it’s built through years of unwavering belief from our players, our fans, and our partners. We are grateful for Youi’s commitment to fans and their investment in the Youi Fan House allows fans of the Lions and lovers of the game to enjoy one of the best views at the Gabba like never before. We’re excited to see the Youi Fan House come to live. Our players love the noise, energy, and atmosphere of fans being so close to the field, and we’re looking forward to seeing the Youi Fan House at capacity throughout the 2026 season,” Graham said.
The Fan House is one component of a broader Youi-Lions agreement that was extended a few years ago and currently runs until 2029. Under that deal, Youi holds principal partner status across both the men’s and women’s programs. From the 2025 season, Youi’s logo appears on the front of the Brisbane Lions AFLW guernsey under a five-year arrangement, bringing the women’s side into the same overall sponsorship structure as the men’s team. The extension shifts the relationship from a men’s-only alignment to a whole-club arrangement. The agreement illustrates a multi-season club sponsorship in which venue assets, guernsey branding, and community initiatives operate under a single term to 2029.
Alongside its presence at the Gabba, Youi is involved in community-focused activity at Brighton Homes Arena, the Lions’ Springfield base, and AFLW venue. During the women’s season, the insurer supported the Youi Community Hill and the Youi Community Canteen, which are used by local clubs and community groups for match-day fundraising. According to Youi, the Community Canteen has raised more than $85,000 for grassroots AFL clubs over the past two seasons. The insurer also sponsored the junior mascot and ball delivery at every Brisbane Lions AFLW home game in 2025.
Beyond the Youi-Lions deal, several other insurers and intermediaries maintain AFL and AFLW partnerships that were formed or extended a few years ago. At league level, AAMI, part of Suncorp Group, continues as an insurance sponsor in the national competition. Its agreement with the AFL and AFLW, renewed on a multi-year basis, includes naming rights to the AAMI Community Series and centre-square or centre-circle branding. Public references describe a multi-year extension rather than season-specific terms, and the partnership is generally regarded as continuing into the mid‑2020s.
Life insurer TAL holds the designation of official life insurance partner of AFLW under a three-year agreement announced in recent seasons. The deal provides exposure via branding on club doctor and physio vests and includes support for the AFL’s Workplay careers and networking platform for women involved in the game. On the timetable originally outlined, the term is expected to cover at least the 2025 season, with any continuation beyond that subject to further renewal. Global broker Marsh remains the AFL and AFLW’s official business risk insurance broker and official risk partner. The relationship, in place since 2004, has grown to include national community insurance programs and backing for talent pathways, including the Marsh AFL National Academy. Although detailed contract cycles are not routinely disclosed, the sponsorship is widely treated as ongoing.
At club level, Youi is part of a group of insurers that have adopted multi-season or long-duration arrangements. QBE Insurance has backed the Sydney Swans since the 1980s in what is often cited as a long-running sports sponsorship, now operating as a whole-of-club principal partnership across AFL, AFLW, and academy teams. Private health insurer HCF is a premier partner and official private health insurance partner of the Swans, with that role, formalised several seasons ago, building on earlier work providing health cover to players and now extending to supporter and member initiatives. Together, these league and club relationships show how general insurers, life companies, health funds, and brokers are using AFL sponsorships agreed in recent years for exposure around the game, community links, and engagement with existing and prospective policyholders, with Youi’s Fan House providing one current example at club and venue level.
