Why Polestar felt its progressive brand has a home with AFLW’s Melbourne Demons

The alignment between Swedish electric vehicle manufacturer Polestar's progressive and innovative values and the AFLW's Melbourne Football Club’s mission sealed as both parties inked a sponsorship deal last week.

This deal is the first time the car brand has ever sponsored a sports team globally; it is also the first and only automotive partnership in the league, which is marking its tenth year of competition.

Laurissa Mirabelli, Polestar Australia’s Head of PR & Communications, told Mediaweek that the sponsorship deal will help boost its profile in Australia, while helping elevate the AFLW.

“It's a new way of elevating the Polestar brand awareness and leaning into this opportunity to shine a bit more light on women's sport and that journey that they're on at the moment as they're building up grassroots football and through to professional sports level.”

Laurissa Mirabelli: 'Polestar is all about challenging the status quo. That's where we look to the AFLW and identify Melbourne Football Club as being another pioneer.'

“Polestar is all about challenging the status quo. That's where we look to the AFLW and identify Melbourne Football Club as being another pioneer.

“The two brands were aligned on this transition, and it made perfect sense for us to combine on this journey together.”

Laurissa Mirabelli: 'It's a new way of elevating the Polestar brand awareness.'

With popularity in women’s sports continually on the rise, Mirabelli noted that it was important for Polestar to lean into its stance on inclusivity.

“Women’s sport is the right fit for our brand, as we share the same transition.”

Melbourne Demons fans can expect to see the players don their uniform and training gear with the Polestar logo, as well as spot the brand featured on signage at the home ground of Casey Fields.

Mirabelli added that Polestar will engage with fans on match days by leaning into the technology and innovation of the brand and the sustainability of electric vehicles.

“We'll have opportunities to work with the club in activating at both the home ground and away.

“But there's also the opportunity to engage with the Melbourne Football Club fans, who we know are a passionate bunch.”

Mirabelli added that Polestar will engage with fans on match days by leaning into the technology and innovation of the brand and the sustainability of electric vehicles.

With the sponsorship deal secured, Mirabelli hopes fans and Australians see the AFLW as a great initiative to follow and for brands to invest more in.

“For example, if you look at F1 Academy, they're trying to generate more grassroots support for women in motorsport.

"You've got some great brands coming on board to support on that journey as well.”

Melbourne’s 2025 AFLW campaign kicks off on August 16, with a season-opening clash against the Western Bulldogs at Mission Whitten Oval.

Top image: Laurissa Mirabelli

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