Milwaukee Tool® is delighted to announce its new long-term sponsorship of the Richmond Football Club, coming on board as the Club’s new official power tool partner.

The new partnership will extend across both Richmond’s AFL and AFLW teams and is on foot until at least the end of the 2025 AFL Football season.

Pursuant to the partnership, Milwaukee Tool, a globally recognised leader in professional trade solutions and product innovation, will assume ownership of a number of key Club programs and activities aimed at engaging with both fans and professional tradespeople who are passionate about AFL.

These include bringing all the Club’s trade and list management news to the Tiger Army and featuring prominent branding across all recruiting staff apparel as Richmond’s official trade and list management partner. Fans will also see the Milwaukee Tool logo on Richmond training footballs, with behind-the-scenes action from Captain’s Runs also presented by the popular power tool brand.

A key component of the sponsorship, dual premiership wingman and qualified tradesperson, Kamdyn McIntosh, will become the face of a new Richmond Media content series that will shine a light on both his and his fellow players’ tradie skills. Throughout the series McIntosh will visit various locations including the homes of Richmond teammates who will provide tips and advice and show audiences how to put their Milwaukee tools to good use.

As part of the partnership, Richmond fans will have an opportunity to win some amazing products from Milwaukee Tool, including a prize pack comprising the latest Carpentry and Outdoor Power Equipment solutions and their very own PACKOUT™ stack valued at $10,000!

Richmond CEO Brendon Gale says the Club is thrilled to join forces with the internationally renowned brand. “We are delighted to have Milwaukee Tool as a part of the Richmond family, and it is fitting that their brand will be prominent across our Club and broader channels,” he said.

“Milwaukee will help us connect with our fans and fittingly form a key part of our trade and list management content as we build a Club that will serve us well, long into the future.

“Together, we look forward to creating an innovative and meaningful partnership with Milwaukee Tool that can benefit our members and fans and help to build the power tool company’s already wonderful brand.”

It’s a sentiment reciprocated by Tom Mathiesen, Milwaukee’s Head Of Brand.

“The AFL is Australia’s premier sporting code with massive reach, and we’re really looking forward to the prospect of working with Richmond, one of the Game’s oldest and most respected AFL clubs.”

He adds, “The decision to partner with Richmond was something of a no brainer, not just because the Club is a highly successful and well-run sporting organisation, but also because it’s a team that shares so many strong synergies with our business – an iconic brand with a proud heritage, fuelled by a passion for excellence and a commitment to teamwork.”

For Mathiesen, Milwaukee Tool’s investment in sponsorships like these forms a key pillar in the company’s strategic approach towards growing market share and consolidating its brand presence in Australia.

“The ever-growing Milwaukee range is engineered with professional tradespeople in mind, and we also know that sport is a big part of their lives outside of work. So these partnerships, which align us with one of Australia’s highest profile and most popular sports, provide an unparalleled opportunity to amplify our brand and connect directly with engaged and enthusiastic audiences including existing and potential Milwaukee users.”

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