The Australian Football League (AFL) has announced Kennedy as the official timekeeper of the league ahead of the 2022 Toyota AFL Premiership Season.

The collaboration sees the Melbourne-based watch retailer’s branding feature on the scoreboard at matches, with the countdown shown on the Kennedy Shot Clock. This will be on screen while players line up for a set shot at goal.

AFL Executive General Manager of Customer and Commercial, Kylie Rogers, commented on the deal: “Partnering with leading luxury retailer Kennedy is very exciting. We’re pleased to be welcoming the expertise of Kennedy as the AFL Official Timekeeper until 2026.”

In 2020, the retailer teamed up with AFL Legend Dustin Martin in a bid to “celebrate their shared love of high-end timepieces with an innovative collaborative collection designed to exemplify the different facets of this great player”.

The new exclusive five year deal looks to build upon the firm’s connections within Australian football, and grow its brand presence in the country.

Chief Operations Officer of Kennedy, Aaron Faraguna, stated that the company is proud to be appointed as the official timekeeper of the AFL.

He concluded: “The AFL is a natural fit for us with our shared passion for excellence and the importance of time – as matches can be won or lost in minutes if not seconds. We look forward to bringing our expertise to such a wonderful and iconic Australian sport.”

Last year, an agreement between Foxtel, Telstra and Kayo saw the latter inherit the broadcasting rights to the both National Rugby League (NRL) and Australian Football League (AFL), two of Australia’s most lucrative sports tournaments.

Telstra Live Pass was replaced by Kayo, as the former’s customers were then able to subscribe to at a discounted price, gaining access to NRL and AFl coverage in addition to numerous other sports.

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