Polestar has renewed its partnership with Melbourne Football Club’s AFLW programme, returning as Co-Principal Partner and Official Automotive Partner for the 2026 season. The Swedish electric vehicle brand first joined the club ahead of the 2025 AFLW campaign, making it the first automotive partner dedicated specifically to the women’s league.
A Partnership Built Around Women’s Sport
When Polestar signed on a year ago, the move was notable for its focus. Rather than attaching to a broader club deal that bundled men’s and women’s football together, the partnership was directed squarely at the AFLW programme. That distinction still matters, particularly as women’s sport continues to attract growing audiences and commercial interest across Australia.
Polestar describes the renewal as reflecting a shared willingness to do things differently. Melbourne’s AFLW team has been part of the competition since its early days, and the club has built a reputation for integrating its men’s and women’s programmes, players from both sides regularly support one another publicly and celebrate achievements together.
Season Launch and the Polestar 4
To mark the renewal, several Melbourne AFLW players (including captain Kate Hore) travelled to the MCG in a fleet of custom-branded Polestar 4 coupés ahead of the club’s season launch. The players participated in the club’s well-known pre-game tunnel fit checks, bringing the AFLW squad into one of Melbourne’s most visible matchday rituals.
The Polestar 4 carries some momentum of its own. It recently took out Best Electric Vehicle Under $90,000 at the 2026 Drive Car of the Year awards, following a luxury category win the previous year and recognition at the 2025 Good Design Awards. For Polestar, placing the car front and centre at a high-profile sporting event is straightforward brand work, but it does put the vehicle in front of a broad and engaged audience.
Polestar’s branding will appear on the front of Melbourne’s AFLW guernsey throughout the season, maintaining strong visibility across broadcasts and in-stadium coverage.
What the Renewal Signals
The AFLW has grown considerably since its 2017 launch, and corporate investment has followed. Partnerships like this one play a practical role in funding the infrastructure, player development pathways, and media exposure that help the competition expand.
Melbourne opens its 2026 AFLW campaign against Hawthorn at IKON Park on Thursday 13 August, with a 7:15pm start. Polestar also holds partnerships with the Melbourne Food and Wine Festival and held an exclusive Australian debut event for the Polestar 5 in Sydney earlier this year, suggesting the brand is building a broader presence in the Australian market beyond dealership activity alone.
Renewing a pioneering sponsorship is one thing; the more interesting question is whether other automotive brands follow Polestar’s lead and commit directly to women’s football rather than treating it as an afterthought within larger club deals.
