AFL Barwon Announces Exciting 2025 Partnership with Lee Kum Kee to Launch the Lee Kum Kee Community Initiative Supporting Local Clubs
AFL Barwon is thrilled to announce a new partnership with global sauce and condiments brand Lee Kum Kee for the 2025 season, with the launch of the Lee Kum Kee Community Initiative, a programme designed to support and empower local football and netball clubs across the region.
The initiative is centred around helping AFL Barwon-affiliated clubs deliver impactful projects that will improve their club environments and enhance community engagement. With a focus on long-term benefits, the programme aims to inject valuable support into the grassroots sporting community, where every small investment can make a big difference.
As part of the initiative, each AFL Barwon club will receive Lee Kum Kee products to participate in a creative and fun challenge: clubs are invited to produce a short-form video or reel (maximum 90 seconds), respectfully showcasing Lee Kum Kee products through creativity, entertainment, and community spirit.
Entries are to be posted on each club’s Instagram page, tagging @AFLBarwon and using the hashtag #LeeKumKee. The club with the most entertaining and product-associated video will take home a $4,000 prize to fund a club improvement project of their choice. This initiative not only supports creativity and fun across the AFL Barwon community, but also encourages clubs to think about ways they can continue to grow and better serve their players, members, and supporters.
Founded in 1888, Lee Kum Kee is a global leader in authentic Asian sauces and condiments. With a dedication to promoting Chinese culinary culture worldwide and connecting communities through food and culture, the brand embodies a rich tradition while embracing innovation. By bringing the essence of authentic Asian flavours to the forefront, Lee Kum Kee fosters connections that enrich culinary experiences and community spirit.
AFL Barwon Region General Manager, Lisa Patterson, welcomed the partnership and the opportunity it brings to the community.
“We’re incredibly excited to partner with Lee Kum Kee in 2025 to launch a programme that directly supports the growth and sustainability of our local clubs,” Patterson said. “The Lee Kum Kee Community Initiative is a fun and creative way for clubs to not only receive financial support, but to also engage their members and showcase the strong sense of community that exists within our region. We thank Lee Kum Kee for their generous support and look forward to seeing our clubs bring this initiative to life.”
Lee Kum Kee Business Development Director - Oceania, Gary Hui, expressed his excitement for the partnership, highlighting its alignment with the Lee Kum Kee’s core value and community focus.
“The Lee Kum Kee Community Initiative aligns with our core value of ‘Considering Others’ Interests’,” Hui said. “We understand how deeply football is ingrained in the social and cultural fabric of the Barwon Southwest region, which is why we’re proud to partner with AFL Barwon on this initiative. We hope this prize helps a local club continue its vital role at the heart of the community."
This partnership brings together the power of sport and food to build stronger, more connected clubs throughout the region.
AFL Barwon is proud to be working alongside Lee Kum Kee in delivering meaningful support to our community clubs, and we can’t wait to see the creativity on display.
