Youi has named Scott Villiers, a devoted fan and sales manager from Melbourne, as the Brisbane Lions’ first official fan sponsor.
Villiers (pictured), a passionate supporter and father of three, takes on the role previously held by Youi as part of the company’s “Footy. Made by Fans.” campaign, which celebrates the essential role fans play in the sport.
The partnership grants Villiers access to the benefits typically reserved for corporate sponsors, beginning with Round 21 of the AFL Premiership Season.
This sponsorship marks a unique milestone in the Australian sports landscape, as Villiers becomes the first fan to officially sponsor a team.
As a part of the deal, the Lions will wear a special away guernsey featuring Villiers’s name, replacing the Youi logo, in their upcoming game against St Kilda on August 4 at Marvel Stadium.
Villiers has invited fellow fans to share their suggestions on social media for how he should use his sponsorship benefits. His privileges include selecting the banner message for Round 21, giving away tickets and Guard of Honour spots, and interacting with coach Chris Fagan and the players.
Earlier this month, Villiers and his family were introduced to the Brisbane Lions at the Gabba, where they met with Fagan, CEO Greg Swann, Youi chief marketing officer Angela Greenwood, and the team. The visit included a behind-the-scenes tour of the stadium, a chance to kick the ball around with players, and seeing Villiers’s name on the stadium’s displays.
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“I’ve been a massive fan of the Lions since I was a kid and have followed the team’s journey from their days at Fitzroy all the way through to now,” Villiers said. “To be recognised in this way by Youi is a dream come true, not only for me and my family but also for what it represents for every sports fan out there who is the lifeblood of their club.”
Angela Greenwood, chief marketing officer at Youi, emphasised the campaign’s focus on fan engagement.
“Our Made by Fans platform is built on the idea that fans are the people that give footy its DNA, and what better way to truly recognise that influence than by giving a superfan like Scott an opportunity to represent Youi for this game. Handing over some of our sponsorship benefits has been an adventure in itself – asking the AFL for permission to change a guernsey mid-season is no easy feat – but it’s important to us that footy fans can see themselves represented on the big stage. Scott will be everywhere that Youi was, and we hope that every footy fan does see themselves in his shoes on the day,” she said.
Brisbane Lions CEO Greg Swann welcomed Villiers’s involvement, noting the importance of dedicated supporters.
“Our club is made stronger by having fans like Scott who support us win, lose, or draw. Our fans are who we play for week in week out, and it’s great to see Youi align so well with the fabric of our club. Youi are an innovative brand and our partnership with them is going from strength to strength. I’m looking forward to our match against St Kilda to see Scott’s name take pride of place on our guernsey,” he said.
Fans are encouraged to visit Youi’s social media platforms to help Villiers decide how best to use the sponsorship benefits for the upcoming game.
The AFL sponsorship comes on the heels of Youi’s partnership expansion with Generation Innovation, a not-for-profit organisation focusing on entrepreneurial development among the youth.
