Australian life insurer, TAL, has launched a new campaign to coincide with its second year of its partnership with the AFLW.

It comes as the company commences an expanded TAL Assister Program, which aims to support players both on and off the field through sponsorship, flexible career opportunities, positive engagement, and mentoring.

The TAL Assister Program includes sponsorship of AFLW doctors and physios, providing on-field support, and a partnership with Workplay, powered by John Holland, to assist players in building successful off-field careers. TAL is also funding a new career mentoring program and has collaborated with AFLW athletes to create a film celebrating the people whose off-field assists have made them the players they are today.

In addition, the TAL Assister Program will fund 12 scholarships for emerging AFLW talent to receive bespoke leadership training. TAL's three-year partnership with the AFLW commenced in 2023, with sponsorship agreements with the AFLW, as well as with the Sydney Swans, GIANTS, and Hawthorn FC AFLW teams. TAL is an employer partner of Workplay, with several flexible employment opportunities available to AFLW players on the platform.

“In sport, an assist symbolises teamwork and enabling others to shine. What we wanted to highlight in this campaign – and what we heard from AFLW players - is while an assist on the field is one thing, in life, it can often mean so much more,” said TAL Chief Customer and Brand Officer, Alex Homer. "Our goal is to play a part in helping AFLW players to achieve in their careers, on and off the field.”

The campaign features personal stories from AFLW players about their 'assisters'. Hawthorn FC Captain, Emily Bates, shared: “My dad passed away when I was 15 and never got to see me get drafted. My mum had to raise three children on her own. She took on the role of being my coach and getting me to training, all while working and navigating a new life for us. She’s my number one assister.”

The GIANTS' Aliesha Newman, said: “A big driver for me is my family. I wouldn’t be where I am now and understand my Indigenous heritage the way I do if it wasn’t for them. They’ve always been with me, wherever I go.” Ally Morphett from Sydney Swans added, “I’m from a small town and my parents would drive me 2.5 hours each way to get to training and 6 hours on weekends to Melbourne. They did that while working for two or three years until my draft year.”