Crown Perth Confirms Partnerships with WA AFL Teams

Perth, March 28, 2025 – Crown Perth has announced the continuation of its long-standing partnerships with Western Australia’s two premier AFL teams, the West Coast Eagles and Fremantle Dockers. The renewed agreements strengthen Crown’s integration with WA’s sporting culture while supporting state tourism and community engagement initiatives.

The partnerships, which were confirmed during a joint press conference at Crown Perth’s riverside complex, will encompass fan experience enhancements, community outreach programs, and strategic tourism promotion aimed at elevating Perth’s status as a sports entertainment destination.

Key Takeaways:

• Crown Perth has renewed partnerships with both West Coast Eagles and Fremantle Dockers AFL teams
• The dual partnerships focus on enhancing fan experiences, community engagement, and tourism growth
• Crown Perth’s strategic location near Optus Stadium creates natural synergies for pre-game and post-match activities
• The West Coast Eagles partnership dates back to 1987, making it one of the longest-running corporate partnerships in Australian sport
• Community initiatives under the partnerships raised over $1.2 million for local causes in 2024
• New fan experience enhancements include exclusive event spaces at Optus Stadium and integrated mobile app features
• The partnerships support Western Australia’s tourism strategy by attracting interstate visitors through sports tourism packages

Strategic Partnership Extension

Crown Perth’s decision to maintain its support for both WA-based AFL teams comes as part of the entertainment giant’s broader strategy to deepen its community connections following a period of regulatory scrutiny and organizational restructuring.

Brian Pereira, Interim CEO of Crown Perth, emphasized the cultural significance of these partnerships during the announcement.

“Supporting both teams reflects Crown’s focus on being part of the community,” Pereira said. “There’s nothing more West Australian than the Fremantle Dockers and the West Coast Eagles. These partnerships represent our commitment to the state’s sporting heritage and our shared future.”

The dual partnerships are somewhat unusual in professional sports, where exclusivity is often prioritized. However, Crown Perth’s approach acknowledges the deep tribal loyalties that divide Perth’s football fans while positioning the entertainment complex as a neutral venue that welcomes supporters from both sides of the rivalry.

Industry analysts note that this inclusive approach allows Crown to maximize its market reach across Western Australia’s passionate AFL fan base, estimated at over 700,000 dedicated supporters across both teams.

Historical Context and Evolution

Crown Perth’s relationship with the West Coast Eagles dates back to the team’s inception in 1987, making it one of the longest-running corporate partnerships in Australian sport. The relationship with Fremantle began after the Dockers joined the AFL in 1995, though it has evolved significantly over the years.

These partnerships have survived multiple ownership changes at Crown, including the recent acquisition by Blackstone Group in 2022, indicating their strategic value to the operation’s Western Australian business model.

“These are not just marketing arrangements,” explained sports partnership consultant Rebecca Johnson. “They’ve become integral to how Crown positions itself within the WA community. The longevity speaks to the mutual benefits that have been consistently delivered to all parties.”

The renewed partnerships build upon decades of co-branded initiatives, including match-day activations, special events for club members, and hospitality packages that integrate Crown’s facilities with the AFL experience.

Executive Perspectives

The enthusiasm for the continued relationship was evident from representatives of all organizations involved.

Simon Garlick, CEO of the Fremantle Dockers, highlighted the experiential aspects of the partnership: “This collaboration enhances experiences for our supporters and aligns with our goal to create unforgettable moments on and off the field. Crown’s facilities provide a gathering place for our community, extending the match-day experience before and after games.”

Don Pyke, who transitioned from coaching to executive leadership as CEO of the West Coast Eagles, emphasized the emotional connection fostered through the partnership: “Our relationship with Crown strengthens our connection with members and fans, fostering lifelong memories. Together, we can deliver experiences that strengthen the bond between our supporters and the club.”

These executive endorsements reflect the evolution of sports partnerships from simple sponsorship arrangements to integrated business relationships with shared objectives around fan engagement and community building.

Strategic Location and Operational Synergies

Crown Perth’s proximity to Optus Stadium, Perth’s 60,000-seat sporting showpiece opened in 2018, creates natural operational synergies that benefit all parties.

Located just across the Swan River from the stadium, Crown Perth has positioned itself as the premier pre-game and post-match destination for AFL fans. The entertainment complex offers more than 15 restaurants and bars, hotel accommodations, and entertainment options that complement the sporting experience.

This geographical advantage has been strategically leveraged through game-day shuttle services, special event packages, and coordinated marketing efforts that present Crown Perth and Optus Stadium as complementary components of a complete sports entertainment experience.

“The relationship between venue and nearby hospitality options is crucial in modern sports business,” said Michael Thompson, sports tourism consultant. “What Crown and these AFL clubs have created is a seamless integration that maximizes visitor spending and extends the duration of the sporting event from a three-hour game to a full-day or even weekend experience.”

This integration is particularly valuable for interstate visitors, who contributed an estimated $115 million to Western Australia’s economy through sports tourism in 2024, according to Tourism WA data.

Community and Tourism Impact

Beyond the commercial aspects, the partnerships incorporate significant community programming and tourism promotion elements.

Crown Perth hosts numerous community fundraisers for both clubs’ charitable foundations, which support youth development, indigenous programs, and health initiatives across Western Australia. These events raised over $1.2 million for community causes in 2024 alone.

From a tourism perspective, the partnerships facilitate targeted interstate marketing campaigns that bundle AFL matches with accommodation and entertainment packages at Crown. These initiatives have proven particularly effective in attracting visitors from Melbourne, Adelaide, and Sydney during the AFL season.

“Sport is a powerful tourism driver,” noted Emma Wilson, Tourism Council WA spokesperson. “These partnerships help convert casual sports fans into committed visitors who spend significantly on accommodation, dining, and entertainment while in Perth. The cross-promotional opportunities between Crown and the AFL clubs amplify Western Australia’s appeal as a destination.”

This tourism focus has become increasingly important for Western Australia’s economic diversification strategy, particularly as the state looks to reduce its traditional reliance on the resources sector by developing its tourism and entertainment industries.

Fan Experience Enhancements

For rank-and-file supporters of both clubs, the partnership renewal promises several enhancements to the fan experience in the coming seasons.

New initiatives announced alongside the partnership renewal include exclusive Crown-hosted event spaces at Optus Stadium, premium membership tiers that incorporate Crown benefits, and specialized packages for traveling supporter groups.

Technology integration will also feature prominently, with both clubs incorporating Crown facilities into their respective mobile applications to facilitate seamless experiences for fans moving between the stadium and Crown’s entertainment precinct.

“Contemporary sports partnerships are increasingly focused on enhancing the holistic fan journey,” explained sports marketing professor David Williams. “What’s interesting about these partnerships is how they extend the club’s ability to serve fans beyond the traditional boundaries of the stadium and match day.”

This fan experience focus represents a significant evolution from earlier iterations of the partnerships, which were more heavily centered around traditional branding and corporate hospitality opportunities.

Looking Ahead

While specific financial terms of the renewed partnerships remain confidential, industry sources suggest they represent multi-million dollar commitments extending at least through the 2028 AFL season.

The long-term nature of these arrangements provides stability for all organizations involved while allowing for the development of more integrated programs and initiatives over time.

“These partnerships are not static arrangements but evolving platforms for collaboration,” Pereira noted. “As Western Australia’s sporting landscape continues to develop, we look forward to growing alongside these iconic clubs and finding new ways to serve their passionate supporter bases.”

With AFL attendance in Western Australia rebounding strongly post-pandemic and Optus Stadium continuing to attract major sporting events to Perth, the strategic value of these partnerships appears well-positioned for future growth.

For Crown Perth, maintaining these high-profile sporting connections also reinforces its commitment to Western Australia at a time when the organization continues to implement reforms following regulatory scrutiny in recent years.

“Sports partnerships provide more than just marketing value; they deliver a form of social license,” observed corporate reputation specialist Jennifer Richards. “By maintaining these deep connections to Western Australia’s sporting culture, Crown Perth strengthens its position as a legitimate community stakeholder invested in the state’s future.”

As the 2025 AFL season progresses, these renewed partnerships will be visible through integrated marketing campaigns, enhanced stadium experiences, and special events designed to celebrate Western Australia’s passionate football culture while showcasing Crown Perth’s entertainment offerings.

Sources

1. Gambling Insider: Crown Perth Partnerships 
2. GGB News: Crown Perth Extends AFL Support 
3. Sponsorship News: Crown Perth Renewals 
4. Mumbrella: Crown’s WA AFL Partnerships