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The AFL’s Brisbane Lions have claimed an Australian first in sponsorship.

For one round, one super fan, Scott Villiers will become the first ever fan to officially sponsor an AFL team, temporarily replacing current major partner, Youi.

Scott’s sponsorship of the Brisbane Lions comes as part of Youi’s Footy. Made by fans. campaign, which acknowledges the undeniable role that fans have in making footy the spectacle that it is.

As part of the handover, Scott will be receiving access to Youi’s sponsorship benefits, and more, for Round 21 of the AFL Premiership Season. His appointment marks the first time an individual fan has taken on such a role in the Australian sports landscape.

His sponsorship begins with the unveiling of a new away guernsey featuring his branding –  the Youi logo is replaced with ‘Scott’.

Lions players will don the commemorative guernsey in their match against St Kilda on Sunday, 4 August at Marvel Stadium.

Villiers will also choose the banner text for the game, distribute tickets and guard of honour spots to other fans as well as interacting with coach Chris Fagan and the players.

The lucky fan has already been introduced to the men’s team at the Gabba (earlier this month) and spent time with Fagan, club CEO Greg Swann and Youi’s Chief Marketing Officer, Angela Greenwood.

A fan of the Lions since a kid, Villiers recounted how he had followed the team’s journey from their days at Fitzroy in Melbourne, until today.

“To be recognised in this way by Youi is a dream come true,” he said.

Youi’s Greenwood said, “Our Made by Fans platform was built on the idea that fans give footy its DNA.”

“What better way to truly recognise that influence than by giving a superfan like Scott an opportunity to represent Youi for this game.

“Scott will be everywhere that Youi was, and we hope that every footy fan sees themselves in his shoes on the day.”

Dave Annesley, Head of Marketing & Sponsorships at Youi, provided additional insight into the promotion.

“The Made by Fans platform was rolled out earlier this year and Scott’s appointment as a fan sponsor is a way for us to walk the walk as well as talk the talk when it comes to acknowledging and celebrating the role of fans in footy.

Annesley also described the broader strategy, “We’re proud to roll out a comprehensive campaign that showcases our commitment to the fans. We’ve already created a range of video content with Scott showcasing his involvement to date as fan sponsor which will be going live across owned socials, as well as through PR.”

“Arguably the biggest moment from a brand perspective is the logo takeover, with Scott’s name set to feature prominently in place of Youi’s logo on the guernseys to be worn by players during the game.”

“This sponsorship handover is a way to truly recognise and celebrate the fans' contributions to this great game.

Footy fans are now encouraged to head to Youi’s social media channels to help Villiers decide how to best use his sponsorship for the Round 21 clash, Annesley added.

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