Grill’d burgers kicks off AFL sponsorship, replacing McDonald’s

Melbourne-based healthy burger brand, Grill’d, has announced a new partnership with the Melbourne Football Club, marking its first venture into AFL sponsorship and a takeover of a former McDonald’s brand play.
The Grill’d logo will be featured on the club’s AFL guernsey for the 2025 AFL season and on the top back of the AFLW jumper, replacing McDonald’s as the club’s sponsor.
Grill’d and the Melbourne Football Club share a commitment to community, health, and quality. The burger brand has a history of feeding sporting teams and athletes, with AFL clubs often choosing Grill’d catering as the players’ preference. In the past year alone, Grill’d has catered over 6000 burgers to 18 AFL Clubs.
Established in Melbourne in 2004, Grill’d is known for its healthier, tastier, premium burgers. The Grill’d menu features 100% natural, premium ingredients high in protein and low in sugar, with 13 essential vitamins and minerals. The brand operates 173 burger restaurants across Australia and has a Local Matters program, donating $500 to a local community group each month.
The Local Matters program has generated more than $7 million to local communities within Australia across Grill’d’s 20-year history. Grill’d is also a Major Partner of the Melbourne Storm and the Australian Institute of Sport.
“AFL players, and elite athletes more broadly, have embraced Grill’d, not just because our burgers taste so good, but because they’re made with real, natural, premium, locally sourced ingredients that deliver the nutritional benefits athletes need to perform at their peak,” Grill’d Founder, Simon Crowe, said. “As a Melbourne-born and bred business passionate about what makes this city so special, we’re super excited to partner with the Dees and support them both on and off the field.”
Chris Kearon, Melbourne Chief Commercial Officer, echoed Crowe’s sentiments, “The team at Grill’d place strong importance on health and nutrition, community initiatives, and giving back to social impact programs, and we’re thrilled to partner with an organisation that our fans, staff and players can be proud of. We look forward to working with the team at Grill’d in 2025 to deliver some exciting – and of course delicious – deals to the Melbourne faithful.”
Melbourne AFL Captain, Max Gawn, also expressed his enthusiasm for the partnership.
“I’m a huge fan of Grill’d, as are a lot of the boys, so we’re pumped to officially have them on board. I’ve heard there are some exciting things in the works, too, so hopefully, the Dees fans are just as stoked.”