From local ovals to the big time: Bendigo Bank backs grassroots footy with new campaign

With the 2026 AFL season in full swing, Bendigo Bank is reaffirming its support for community sport, announcing a milestone of more than $22 million invested in grassroots sports and recreation clubs since 2008.

Bendigo Bank's commitment to Aussie rules football ranges from remote and regional local ovals to the elite level of the competition. The Bank is a major sponsor of the Geelong Cats, Adelaide Crows, the SANFL, Bendigo Football Netball League, and AFL Central Victoria.

Sarah Bateson, Chief Marketing Officer at Bendigo Bank said the Bank's grassroots support is a source of immense pride, which is why the Bank decided to focus on it in a new campaign.

"While we’re the major sponsor of two AFL Clubs, who face off in a huge clash tomorrow night, it’s the support we give grassroots footy at a local, community level that makes us most proud at Bendigo Bank," Ms Bateson said.

"We’ve built our connection to footy from community ovals across the country, and we know several footy legends grew their game at an oval or club supported by Bendigo Bank.

“And it’s not just football we focus on, we’re also the proud sponsor of the Bendigo Spirit, and have given back almost $100 million in profits for a wide range of sports and recreation clubs across all states and territories since 1999.

“It’s been fantastic to see such a heartfelt reaction at games so far. It tells us that people are seeing the Bendigo Bank they’ve always known - a bank that’s truly part of the community. We don’t want to be just another sponsor; we want to give back to the fans and show that our connection to footy is real. We’re excited to keep this momentum going and continue supporting the game in meaningful ways.

“When people bank with Bendigo Bank, they’re not just supporting footy—they’re helping it grow from the grassroots up,” Ms Bateson concluded.

One such footy legend is Adelaide Crows ruckman, Reilly O’Brien, who played some of his junior footy with the Moonee Valley Football Club, currently sponsored by Community Bank Strathmore.

“There is no doubt local footy clubs connect communities in so many different ways,” Reilly said.

“If it wasn’t for sponsors like Bendigo Bank, facilities wouldn’t be up to scratch and clubs wouldn’t be able to afford new equipment.

“It’s not just the big AFL clubs that rely on sponsorships, grassroots clubs are just as important - I’ve seen firsthand the tangible impact it has on the entire game.”

Adelaide Crows ruckman, Reilly O'Brien

Local football clubs, or any local sporting clubs seeking support are encouraged to get in touch with their nearest Bendigo Bank branch to discuss how the Bank can help them achieve their goals.