St Kilda Football Club and the Fijian Ministry of Tourism and Civil Aviation have entered into a three-year partnership that will see Fiji promoted to new audiences while supporting the growth of Australian Rules Football across the Pacific.
The agreement will deliver a range of initiatives, combining tourism promotion with community engagement. St Kilda will host player camps and clinics in Fiji, support talent identification programs, and work with Tourism Fiji on brand activations designed to showcase the country’s culture, warmth, and natural beauty to the AFL community.
Deputy Prime Minister and Minister for Tourism and Civil Aviation, the Hon. Viliame Gavoka, said the partnership reflects Fiji’s broader vision to connect with new markets and strengthen ties with Australia.
“This is an important step for Fiji’s tourism industry and for our communities,” Minister Gavoka said.
“Through St Kilda’s reach and reputation, we can share Fiji’s story with a wider audience and highlight our country as an authentic and joyful destination. At the same time, this collaboration creates opportunities for our youth and fosters people-to-people connections through sport.”
St Kilda Chief Executive Officer Carl Dilena said the club was proud to partner with Fiji on such a significant initiative.
“Fiji is an incredible destination, known for its natural beauty and its generosity of spirit. This partnership allows us to highlight those strengths while building meaningful programs on the ground,” Dilena said.
“We are looking forward to working together on tourism activations, community engagement, and pathways that create long-term value for both Fiji and the club.”
The partnership will also extend to the club’s STK Business program from 2026, creating opportunities for trade and tourism connections between the two nations. Tourism Fiji’s branding will appear across St Kilda events, AFL and AFLW matches, and digital platforms, with exclusive travel offers and tailored experiences to be shared with Saints members and fans.
To mark the launch, St Kilda has introduced a Fiji Saints Membership, available free to all Fijian citizens. Members will receive exclusive content, updates on club visits, and invitations to special events and clinics.
AFL CEO Andrew Dillon welcomed the announcement, noting its significance for both sport and tourism.
“St Kilda’s partnership with Fiji strengthens the development of Australian Rules Football internationally, while also providing a powerful platform to showcase Fiji’s identity and hospitality to a global audience,” Dillon said.
The partnership is expected to increase destination visibility for Fiji and deepen cultural and sporting ties between Fiji and Australia.
For more information on the partnership, visit www.saints.com.au/fiji
