Woodside Energy’s sponsorship of the Fremantle Dockers AFL team highlights the evolving relationship between fossil fuel companies and community engagement amid growing climate concerns. Unlike typical consumer-focused sponsorships, Woodside’s branding on the Dockers’ jersey does not promote a product directly purchased by the public. Instead, the company invests in sponsorship as a means of building social capital and goodwill within local communities, leveraging the emotional loyalty sports fans have for their teams.
Woodside, an oil and gas producer, maintains its partnership with the Fremantle Dockers based in Western Australia, a region central to the company’s operations. This arrangement reflects a broader strategy among fossil fuel producers who face increasing public scrutiny and community opposition. By aligning themselves with popular local sports clubs, companies like Woodside and Bravus—the Australian business arm of Indian conglomerate Adani sponsoring the North Queensland Cowboys—aim to foster a positive public image that can support their business interests and help retain political and regulatory backing.
Experts in sport management note that these sponsorships seek to create a “good feeling” toward the company through association with beloved teams and community institutions. Prof Emma Sherry of RMIT University explains that firms with complex ties to local communities often channel resources into sport and arts to tap into fans’ passion for their teams, thereby building social goodwill. While this practice is not inherently problematic, it becomes contentious when sponsors contribute significantly to carbon emissions and attempt to reframe public perceptions through such partnerships.
Tensions escalated in late 2024 when Woodside and Fremantle renewed their sponsorship deal, accompanied by a statement claiming both organizations share a commitment to sustainability—an assertion questioned after Woodside abandoned long-term emissions reduction and clean energy goals. The renewal drew renewed criticism, exemplified by campaigns such as “Woodside, get off my chest,” which demand the removal of the sponsor from the Dockers’ jerseys. Woodside, however, has reaffirmed its dedication to the partnership and ongoing collaboration with the club.
A recent investigation by climate communication group Comms Declare highlighted how fossil fuel companies reach young audiences through various community outlets, including schools, museums, and youth sports programs. Woodside’s extensive involvement spans 47 initiatives, notably including sponsorship of Surf Life Saving Western Australia’s “nippers” program, underscoring the pervasive nature of such funding amid financial pressures faced by community organizations.
The relationship between fossil fuel firms and sport is longstanding, with examples including oil company Santos’s sponsorship of the Australian rugby union team (the Wallabies) and Alinta Energy’s past role as a Cricket Australia sponsor. Nonetheless, public resistance is mounting, paralleling past pushback against tobacco and sports betting sponsorships. As climate awareness grows, particularly among younger fans, sporting bodies are increasingly attentive to the risks that climate change poses to their future viability.
Prof Sherry noted that sport’s reliance on natural environments makes it vulnerable to rising temperatures, citing the introduction of heat policies and the potential for more severe climate disruptions to halt play. With Australia recently experiencing its hottest winter on record in some regions, these concerns are becoming more urgent, potentially shifting the landscape of sponsorship and sports culture in the coming years.