In a sporting partnership that has stood the test of time, Geelong Football Club and Ford Australia are gearing up for another five years of collaboration, cementing their status as one of the longest-running alliances in professional sports. Announced during a thrilling Friday night game against Melbourne Football Club, in front of a roaring GMHBA Stadium crowd, this latest chapter promises to be as impactful as the storied history they share.
Tracing its roots back to 1925, the Geelong-Ford partnership has weathered nearly 100 years of change, holding fast as an emblem of shared values. From the first Ford logo appearing on Geelong guernseys in Round 15, 1977, against Hawthorn, to the present-day announcement of Ford’s elevated role as Principal Partner across all AFL, AFLW, VFL, and VFLW programs from the 2026 season, this union exemplifies a rich legacy of mutual commitment and achievement.
The announcement was nothing short of spectacular. Bill Ford, Executive Chair of Ford Motor Company, joined Andrew Birkic, Ford Australia and New Zealand President and CEO, and Geelong Football Club leaders Grant McCabe and Steve Hocking, to unveil the five-year extension. A motorcade of eight gleaming Ford vehicles circled the stadium, each carrying cherished memories of past glory: all ten Premiership Cups and legendary players such as Zach Tuohy and Melissa Hickey, symbolising the historic and future aspirations of the partnership.
Steve Hocking eloquently captured the spirit of the collaboration, highlighting its century-long narrative steeped in shared passions and enduring friendships. “We’re proud of being the longest, and we’re committed to going the furthest,” he declared, a reflection of the synergy between Geelong and Ford’s relentless drive for progress.
This partnership isn’t just about sponsorship money and branding; it’s a community cornerstone. Ford and Geelong have shared people, ideas, and values for nearly a century, fostering a bond that extends beyond the pitch into the heart of the Geelong community. Celebrations like the massive pre-game Ford logo formation, comprising thousands of fans, underscore the deep connections that have defined this partnership.
Beyond the celebrations, this partnership speaks to a shared mission. Ford’s evolution as a leader in innovative mobility solutions and its steadfast support of the Cats illustrate a perfect blend of legacy and progress. Nothing embodies this better than Ford’s ambitious “Ford+ plan,” aimed at weaving innovation into its DNA, much like Geelong’s forward-thinking approach in the sporting world.
As the Geelong Cats and Ford Motor Company charge into their second century together, this partnership remains a powerful testament to loyalty, shared vision, and the ever-inspiring potential of collaboration. Here’s to another five years—and perhaps many more—of driving forward, together.
