The Geelong Cats have entered a new partnership with Lee Kum Kee for the 2025 AFL season. The brand, known for its Asian sauces and condiments, will be the team's Premier Partner and the preferred Asian sauce provider.

As part of the agreement, Lee Kum Kee will have a significant presence at GMHBA Stadium. Matchday activations will feature their signature sauces, aiming to enhance the fan experience. The partnership will also see MasterChef stars Mimi Wong and Declan Cleary serving Asian-inspired footy bites at the President's Club function on select game days.

In addition to stadium activities, Lee Kum Kee will offer exclusive inner-sanctum tickets through social media channels. These tickets will provide fans with the opportunity to meet Geelong Cats players, adding a unique element to the fan engagement strategy.

The partnership extends beyond the stadium, with involvement in grassroots AFL Barwon events in the Geelong region. This initiative aims to strengthen community ties and promote the sport at a local level.

Lee Kum Kee will also be the presenting partner of the Geelong Diary, providing insights and updates on the team. This role will position the brand as a key player in delivering content to Geelong Cats supporters.

Geelong Cats Chief Operating Officer, Marcus King, said: "We are thrilled to partner with Lee Kum Kee, bringing footy and food together is something we know our fans love. Like our Club, LKK have a strong focus on community and collective outcomes and we look forward to working with the team at Lee Kum Kee in 2025. There’s no better pairing than a dim sim and soy sauce at the footy, and we can’t wait to add a twist of Asian flavours to our match-day experience."

Business Development Director – Oceania, APAC at Lee Kum Kee, Gary Hui, said: "We are thrilled to partner with the Geelong Cats for the 2025 AFL season, bringing our passion for authentic Asian flavours to one of Australia’s most iconic football clubs. Just as the Cats bring excitement and energy to the field, Lee Kum Kee is dedicated to elevating everyday meals with bold and delicious flavours. Through this partnership, we look forward to engaging with footy fans, celebrating community spirit and sharing our love of great food – both at the stadium and beyond."