After four years as major partner of the Powercor Country Festival, the Australian electricity distribution company has extended its naming rights for a further three years.

Powercor will continue to headline the Powercor Country Festival between Essendon and Geelong through to at least the end of 2022.


An original concept of Bombers legend Kevin Sheedy to highlight the role regional and rural Victorians play in our community, the Powercor Country Festival was formally launched in 2016 and has significantly expanded each year, led by the support of Powercor.

Since its inception, more than 240,000 people attended the events which feature two games annually - one match between the clubs at a regional stadium and the other a blockbuster at the MCG.

Both the Bombers and Cats will proudly launch the 2020 Powercor Country Festival celebrations at the Marsh Community Series clash at Central Reserve in Colac on Monday, March 9. The festival culminates with the round eight blockbuster at the MCG on Saturday, May 9 in a twilight clash.

Powercor CEO Tim Rourke said bringing one of the pre-season AFL games to country Victoria every year was a real benefit of this partnership.  

“We know how important sport is to the resilience of communities so it’s another way we can support the people that rely on us for their power. It’s great that Colac will get another turn next year because the Powercor Country Festival game there in 2018 saw over 9,000 people converge on the town.” 

As part of the extension with Powercor, Essendon and Geelong will host community coaching programs regionally in 2020, with a number of players and coaches visiting several local regional football clubs. 

Essendon CEO Xavier Campbell highlighted the annual growth of the clubs' Country Festival program, backed by Powercor.

“Between the two clubs, we’re really proud to have driven this wonderful initiative since 2016 that celebrates the role both regional and rural Victorians play in our community and their contribution to football more broadly,” Campbell said.

“The support Powercor has provided over the year has been tremendous and we’re thrilled to have them as our major partner of this very meaningful community program for at least a further three years.”  

Geelong CEO Brian Cook said the Cats were proud to join forces with Essendon and Powercor for the important initiative.

“As a club we are immensely proud of the meaningful message behind our partnership with Powercor and the Essendon Football Club.  As the AFL’s only regional club, we are thrilled to be able to celebrate and recognise the contribution regional communities make to our state and the game of AFL.

“We look forward to Powercor continuing the journey with us for the next three years.”