Sydney Swans Principal Partner QBE has been with the Swans through highs and lows over a 34-year journey. And through the unprecedented challenges presented by COVID-19 this year, QBE’s support has been as strong as ever. 

As clubs look for ways to deliver value to sponsors in a shortened season with significantly reduced crowds, an additional back of jumper sponsorship has become available – however, it’s in the space where the Swans proudly wear the letters SMFC.

It put Sydney in a challenging position: how can we look after QBE, who has given so much to the club, but also retain the important nod to our history?

As always, QBE was there to help.

“When the Swans came to us to discuss the situation, we thought about what would be the most appropriate use of the space. Given the significance of SMFC and the importance of the South Melbourne connection, we decided to donate the space back to the Sydney Swans and Bloods Members. History is important and the Sydney Swans is a football club with a proud history,” said Sara Foale, Chief Marketing Officer, QBE Australia Pacific.

“It’s been a long time between games and we can’t wait to see the Swans run out at the SCG on Sunday June 14, with the QBE logo proudly on the front of their guernsey and SMFC still on the back.”

Sydney Swans CEO Tom Harley has thanked QBE for their continued support.

“It’s been a challenging year and the club has had to make some very difficult decisions. Throughout the journey it has been comforting to know that QBE is there with us every step of the way,” Harley said.

“The letters SMFC are an important link to our history and this gesture is just another example of QBE’s commitment to our team, so we are very grateful for the support.”