Bing Lee returns to sport sponsorship market with Sydney Swans AFLW partnership

Electrical goods retailer Bing Lee has returned to the sport sponsorship market through a new deal with the Sydney Swans that will see it partner with the club’s inaugural AFLW squad.

The partnership, for an initial period of two seasons, will see the Bing Lee logo feature prominently on the back of Sydney’s AFLW guernsey, while Bing Lee will work with the club to support key story-telling content and community initiatives.

Advising that the support of Bing Lee will be instrumental in the club establishing a strong and successful women’s program, Sydney Swans Chief Executive, Tom Harley stated “we are thrilled to welcome Bing Lee as a partner of our inaugural AFLW team. Our organisations share a synergy in being iconic Sydney brands that understand the importance of a strong culture in building success.

“This partnership will provide a great foundation for our women’s side to develop into a successful team both on and off the field, so we thank Bing Lee for their commitment to the club, and to women’s football more broadly.”

Bing Lee General Manager Peter Harris said the company is proud to be the first back of guernsey partner for Sydney’s inaugural women’s team, adding “as we celebrate our 65 years as a family-owned business we are ecstatic to be associated with the Sydney Swans, especially in the historic foundation season of the club’s women’s team.”

The electrical goods and home appliance chain’s last major sponsorship was with Netball NSW which saw it promote through the NSW Swifts and Giants Super Netball teams.