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The AFL’s Western Bulldogs have added a non-traditional revenue stream to its commercial portfolio by partnering Kool Beanz to open a childcare centre at the new Footscray Hospital. 

Club chief commercial & strategy officer, Kon Karavias said the venture promises both financial stability and community benefit.

“The more you can find non-traditional revenue sources that aren’t necessarily attached to the lumps and bumps of on-field performance, is a win for any sporting club,” Karavias added.

“Whether you’re in AFL, NRL or other codes, it makes sense.”

The agreement is structured as an intellectual property and joint venture arrangement as opposed to a traditional sponsorship.

“They will be our childcare partner but they are not going to be seen on any of our assets or be the naming rights partner of anything.”

The Footscray centre is Kool Beanz’s first in Victoria, but it has a similar arrangement with the Gold Coast Suns.

However, Bulldogs branding and membership activations will be integrated into the centre.

“That’s what the Suns have done. They’ve even designed classroom lockers in club colours with player names and numbers – and we will do something similar,” Karavias said.

The facility is due to open later this year and will provide care for up to 90 children, creating 30 jobs.

It is part of Plenary Health’s $1.5 billion Footscray Hospital development.

Karavias said the partnership aligns with the club’s focus on community and family.

“It has a strong connection to what clubs do day to day.”

The traditional side of the Bulldogs sponsorship roster is also performing strongly.

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