Primo extends partnership with AFL greats

Press Release Feb 28, 2024

Australia’s Primo Foods has extended its partnership with Australian Football League (AFL) greats and reigning Premiers, the Collingwood Magpies.

As part of the arrangement, Primo will expand its investment in Collingwood to become a Major Partner of the Club’s Australian Football League (AFL) and Australian Football League Women's (AFLW) programs for the next three years – the Primo red logo is set to feature on signage and digital advertising assets across the Club’s men’s and women’s football programs until at least the end of 2026. 

Primo has a strong passion for bringing families and communities together with their products. Originating as a butcher shop, Primo has become an Australian household name – as brand leaders in smallgoods and cheese snacking.

Primo will continue to support the Club’s community programs, which includes a weekly supply of Primo meat products to the Club’s Magpie Nest Program which feeds the homeless and disadvantaged. 

“We are thrilled to continue our partnership with Primo Foods for the next three years,” Collingwood CEO Craig Kelly said. 

“We are grateful for Primo’s strong passion and commitment in supporting women’s sport and the broader community. 

Primo’s Chief Operating Officer Jamie Eastley said the partnership is a fantastic opportunity to bring footy, fans and food together.   
“Our partnership between the Collingwood Football Club and Primo Foods is an investment in kids having a kick in the backyard to dreaming of the Melbourne Cricket Ground (MCG). 
“Together, we are committed to our local communities, active lifestyles and the celebration of great food all coming together.” 

Founded in 1982 and affectionately referred to as the 'Pies', Collingwood is a professional Australian Rules Football club based in Melbourne, Victoria that competes in the Australian Football League (AFL) – the sport's elite competition. The club boasts one of the largest followings in Australian professional sport.