GWM joins Richmond as Joint Major PartnerRichmond has confirmed GWM as a new Joint Major Partner.
By Richmond Media
Sep 30, 2025, 4:30 pm
Richmond Football Club is proud to welcome leading automotive brand GWM as its new Joint Major Partner.
GWM offers a diverse range of vehicles that combine power, innovation, and luxury, spanning SUVs, pickups, new energy vehicles and luxury off-road vehicles.
Through the partnership, the GWM logo will be proudly displayed across all Richmond apparel, including the Club’s AFL playing guernsey.
Richmond CEO Shane Dunne said the Club was thrilled to partner with a fast-growing and ambitious brand.
“We see this partnership growing from strength to strength across the coming years,” Dunne said.
“It is a partnership, not just a sponsorship. Our fans will see the GWM logo proudly displayed across our apparel and have the chance to learn about the great vehicles GWM has to offer.
“This is going to be a really aligned partnership, with both organisations striving to push up the ladder - we are focused on developing our list, while GWM is focused on increasing car sales in Australia.
“Already you see plenty of GWM cars on the road, and we are confident that the Tiger Army and broader Richmond family will help that number continue to grow.”
GWM Australia and New Zealand Chief Operating Officer John Kett said the timing of the partnership was perfect, arriving during a period of strong momentum for the company.
“This year GWM broke into the top 10 for Australian car sales, entering straight in at number seven,” Kett said.
“When we associate ourselves with a football club such as Richmond, we are partnering with an organisation with great history and success. Like Richmond, we are in a renewal stage — renewing our portfolio, introducing new technology, and challenging the more established brands that have been ahead of us for so long.
“We see ourselves not just as the number one Chinese brand, but as a genuine player in the Australian market. By 2027, our strategy is to be a top five automotive brand in Australia, selling 75,000 units a year, up from 50,000 today.
“This relationship with Richmond will be a key enabler of that ambition. The power of Richmond and its supporter base will help us build familiarity and awareness, while we hope to share in their success on the field. Reaching 75,000 sales and maybe a premiership along the way, would be incredible.”
https://www.richmondfc.com.au/news/1901756/gwm-joins-richmond-as-joint-major-partner
