AFL Europe and Royal Brunei Airlines part ways

AFL Europe can confirm that in consultation with Royal Brunei Airlines, we have decided to end our partnership with the airline carrier.

Neither the AFL nor AFL Europe endorse the harsh and discriminatory cultural laws that exist in some countries, but nor do we hold companies that operate from those countries accountable for the policies of their governing authorities.

However, AFL Europe and Royal Brunei Airlines have jointly determined that it is appropriate to end the arrangement because of recent concerns.

AFL Europe entered into the partnership earlier this year as part of efforts to further its aim to nurture Australian Football in Europe, and also to provide opportunities for European players to participate recently in the 2014 International Cup in Melbourne.


AFL Europe announces groundbreaking partnership with Royal Brunei Airlines

In what is the organisations biggest ever sponsorship deal we are very proud to announce a 12 month partnership with Royal Brunei Airlines (RB).  The agreement sees RB become the official airline partner of AFL Europe. It is the airline’s first major sports sponsorship and one that underscores its expanding commitment to the European and Australian markets.

RB will fly many of our European players competing in the upcoming IC14 between London and Melbourne and will collaborate with AFL Europe on a broad range of integrated marketing opportunities spanning live matches, media, online platforms, content and hospitality.

Ben MacCormack, CEO of AFL Europe, said “The AFL is an institution in Australia, especially in the state of Victoria and its capital Melbourne. Growing rapidly in Europe from its London office, Australian Football connects ex-pats with a favourite pastime, as well as attracting new interest and talent from across the continent.

“We are very excited to be working with Royal Brunei in helping us provide flights for our players. Their daily Dreamliner 787 service from London Heathrow to Melbourne offers both a convenient route for the players and supporters, as well as great value flights and exceptional service.”

Dermot Mannion, Deputy Chairman of Royal Brunei Airlines, commented “As a boutique airline, our partnership with AFL Europe is both an excellent fit for us in supporting a growing sport as well as a fantastic opportunity for RB to build its international network. As a fan of Gaelic football myself, I am keen to see the relationship between RB and AFL Europe develop, with RB being best placed to nurture the connection between the two countries.”

With many players funding their own way to participate in major international competitions such as the International Cup, as well as local and national games and partnership with RB is seen as a forward step in helping players reduce costs of participation. AFL Europe is committed to identifying and nurturing the passion and talent from across Europe for Australian Football, along with running first-class events for its membership.

As the home of AFL, Melbourne is the global centre for the sport. RB operates daily flights from London Heathrow to Melbourne Tullamarine on the Boeing 787 Dreamliner service. As the only airline offering a guaranteed Dreamliner service on all long-haul flights and the only Dreamliner flying in South East Asia, RB provides a truly personal and award-winning service between Europe and Melbourne, enabling supporters and players to enjoy the sport in complete comfort, no matter where they play.

To celebrate the partnership, Royal Brunei is launching a special fare of GBP 610 Economy Class return flights from LHR-MEL, available for purchase between 25 July – 01 August 2014 and to fly 18 August – 17 October 2014 and 03 November – 11 December 2014. Business Class flights are available from GBP 2,470, to fly between 18 August 2014 – 17 October 2014 and 3 November – 11 December.

Keep an eye out for many more announcements regarding this partnership in the coming months.

Royal Brunei Announcement