With anticipation for the Toyota AFL Finals reaching a fever pitch, QBE Insurance and the Sydney Swans have launched an out-of-home (OOH) brand campaign that celebrates our 38-year strong partnership. 

As we challenge for our first premiership since 2012, QBE’s campaign will seek to rally Sydneysiders behind the team. The hero visual in the OOH ads features Isaac Heeney celebrating at the SCG, with QBE’s branding proudly displayed in the background — a testament to the company’s unwavering support through thick and thin. 

The campaign also wraps Sydney’s trams in QBE’s signature cyan and playful signage that turns every passenger into a Swans supporter. Meanwhile, inside the carriages, there are posters with a creative twist on the typical tram line map, where each stop represents a pivotal game in the Swans’ journey to the finals this year – a journey that every Sydneysider is invited to join and celebrate either at the game or through the QBE Swans Hub, with a chance to win great prizes. 

David Hirsch, General Manager of Marketing, QBE Australia Pacific, said “This campaign is about more than just celebrating a successful season; it’s about honouring the resilience and passion that the Swans and their fans have shown over the years. We’re proud to have been part of this journey and look forward to what’s next.” 

Beyond its visuals, the campaign celebrates something close to the hearts of both QBE and the Swans: the power of community and resilience. Both have played vital roles supporting local Sydney initiatives and grassroots sport, such as through the QBE Sydney Swans Academy, and fostering the strength and perseverance of those around them.

As our men’s team prepares for the finals, this campaign serves as a reminder that the strength of the Swans isn’t just in the skills of the team, but in the community that stands behind us — powered by the enduring partnership with QBE.