To celebrate the inaugural season of the Sydney Swans AFLW team and the club’s path to the AFLW, Principal Partner QBE Insurance has launched a new campaign highlighting its long-term partnership with the QBE Sydney Swans Academy-Youth Girls Program and ongoing commitment to developing the next generation of female talent.

The Swans have this year joined the AFLW competition and are currently competing alongside 17 other clubs as the seventh edition of the competition sees all clubs represented for the very first time.

QBE has been part of the Swans’ journey to launch an AFLW team since the Youth Girls Program was first introduced in 2018. By showcasing their continued advocacy for women’s sport and specifically the Swans’ launch into the AFLW, the campaign builds on QBE’s Before & After brand platform and highlights the importance of long-term partnership and support of the AFL across all genders.  

To the accompaniment of the iconic Swan Lake theme, the 30-second film features girls and women that QBE and the Swans have helped reach new heights within the sport. From the junior Swans Academy Under 12 and Under 16 girls to the inaugural AFLW team, players from these three groups launch into the air in slow motion, catching marks and flying into the future of the game.

David Hirsch, Head of Marketing at QBE Australia Pacific said: “Over the last few years QBE has played a key role in elevating women’s footy through our partnership with the Sydney Swans.”

“We wanted this content to bring female footy to life and showcase the athletes behind the ball,” continued David.

The campaign, which was created by The Core Agency, will run across stadium, streaming services, digital and social media.

You can view the video below.