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Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →CMC Markets did not first sponsor St Kilda Football Club in 2022. The partnership was announced on 9 October 2019 and began with the 2020 AFL season. What changed in 2022 was the scale of the relationship: St Kilda announced CMC Markets as a Principal Partner for the following three seasons, with branding moving to the front of the club’s AFL home and away guernseys from 2023.
The relationship has since expanded beyond the men’s AFL side. Current public information describes CMC Invest—the investment brand used by CMC Markets in Australia—as a major partner supporting both St Kilda’s AFL and AFLW programs.
The sponsorship timeline
| Date | What happened |
|---|---|
| 9 October 2019 | CMC Markets and St Kilda announced their original partnership. |
| 2020 season | The sponsorship commenced, with CMC Markets branding on the AFL men’s shorts under the initial three-year arrangement. |
| 2022 | St Kilda announced CMC Markets as a Principal Partner for the next three seasons. |
| 2023 onward | The announced arrangement placed the CMC Markets logo on the front of the club’s AFL home and away guernseys. |
| Later expansion | The partnership extended to the AFLW program, including CMC Invest branding on the top back of the AFLW playing kit. |
| 2026 season | CMC Invest’s Australian sponsorship page describes exposure through training days, media placements, free-stock giveaways, Melbourne outdoor advertising and continued AFLW back-of-shirt sponsorship. |
What is the current sponsorship arrangement?
There are two naming details worth keeping separate.
- St Kilda’s current partners page lists CMC Invest under Principal Partners, alongside Chery.
- CMC Markets’ Australian page describes CMC Invest as St Kilda’s co-principal partner.
Those descriptions communicate the same broad commercial relationship, but they are not identical official labels. It is more accurate to report each organisation’s wording than to assume that “Principal Partner” and “co-principal partner” are interchangeable titles.
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CMC Invest is the branding increasingly visible in the current Australian partnership material, although the relationship originated with CMC Markets. CMC Markets ANZ has also publicly said that it extended its partnership with St Kilda’s AFL and AFLW teams for another three years. That announcement confirms the extension but does not publish a precise contract expiry date, so it should not be described as ending in 2028 without further documentation.
Which St Kilda teams are covered?
The current publicly stated arrangement covers both the AFL and AFLW programs. That makes the shorthand “CMC Markets sponsors St Kilda’s men’s team” incomplete.
The sponsorship’s visibility differs by team and activity. The 2022 renewal referred to front-of-guernsey branding for the AFL team from 2023. The expanded AFLW arrangement places CMC Invest branding on the top back of the AFLW playing kit. CMC’s current Australian material also refers to training-day activity, media placements, outdoor creative and free-stock giveaways.
Why a brokerage and investment platform sponsors an AFL club
For a financial-services business, a prominent sports partnership is primarily a marketing and customer-engagement channel. It can provide:
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- Brand exposure: logos appear on playing apparel, broadcasts, club content and outdoor advertising.
- Audience access: the company can reach supporters who may not otherwise encounter its investing or trading products.
- Promotional opportunities: activities such as giveaways, training days and media campaigns create direct points of interaction.
- Broader positioning: supporting both AFL and AFLW gives the brand visibility across more of the club’s community and content.
None of those benefits changes the financial characteristics of CMC’s products. A sponsorship is advertising, not an endorsement of a particular investment strategy or a guarantee that an investing platform is suitable for every supporter.
What investors and customers should not infer
The partnership does not, by itself, say anything about likely returns, fees, investment risk or the suitability of CMC’s products. Those questions require the relevant product disclosure documents, pricing information and risk warnings.
Anyone considering an account should check exactly which service they are looking at. A share-investing product and a leveraged trading product can have very different risks. In particular, customers should not treat a club association, a free-stock promotion or a familiar sports brand as a substitute for comparing:
- brokerage and other account fees;
- available investments and markets;
- foreign-exchange charges;
- platform features and order types;
- ownership and custody arrangements; and
- the potential for losses, especially where leverage or derivatives are involved.
Promotional terms also matter. A giveaway may have eligibility requirements, time limits, restrictions on withdrawing or transferring an awarded asset, or tax consequences. Those details should be checked in the applicable terms rather than inferred from advertising.
The accurate way to describe the deal
A precise summary is:
CMC Markets announced its St Kilda partnership in 2019, with the sponsorship beginning in the 2020 season. St Kilda elevated the relationship to Principal Partner in 2022, and current public material presents CMC Invest as a principal or co-principal partner supporting both the AFL and AFLW programs.
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That wording avoids the common error of treating 2022 as the start date, reflects the change in branding, and does not claim a renewal end date that has not been publicly specified.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.FAQ
When did CMC Markets become a St Kilda sponsor?
The partnership was announced on 9 October 2019 and began during the 2020 AFL season. The initial deal put CMC Markets branding on St Kilda’s AFL men’s shorts.
Did CMC Markets become St Kilda’s sponsor in 2022?
No. 2022 was the year St Kilda announced CMC Markets as a Principal Partner for the next three seasons. The original sponsorship began in 2020.
Does CMC sponsor St Kilda’s AFLW team?
Yes. Public announcements describe the current partnership as covering both St Kilda’s AFL and AFLW programs. CMC Invest branding appears on the top back of the AFLW playing kit.
Why does St Kilda list CMC Invest instead of CMC Markets?
St Kilda’s current partners page lists CMC Invest under Principal Partners. CMC Markets’ Australian sponsorship material also uses CMC Invest when describing the relationship, reflecting the investment brand used in that market.
When does the current CMC and St Kilda deal end?
CMC Markets ANZ has announced an extension for another three years, but the publicly accessible announcement does not state a precise expiry date. An end date such as 2028 should not be presented as confirmed without an official source giving that date.
Does the sponsorship make CMC’s investing products a good choice?
No. Sponsorship is marketing and does not establish that a product is suitable, inexpensive or likely to produce positive returns. Compare fees, features, risks and product documents before opening an account.
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CMC Markets’ St Kilda relationship started in 2019 and took effect in 2020—not 2022. The 2022 announcement marked a higher-level Principal Partner arrangement, while current public information uses the CMC Invest name and covers both AFL and AFLW. The latest extension is confirmed for another three years, but its exact end date has not been publicly stated. For consumers, the sponsorship should be viewed as brand advertising, not evidence about the quality or suitability of any CMC investment product.
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