Hostplus League

SANFL and West End Celebrate 70 Years

Here's Cheers to 70 Years - (L to R) Woodville-West Torrens captain and 2023 West End State skipper Joey Sinor, and South Australian State of Origin champions Tony Modra (middle) and John Platten with the specially-designed West End logo. Picture - David Mariuz

SANFL and West End will proudly celebrate their iconic 70-year partnership in 2024 with the release this week of a specially designed logo marking the historic milestone.

In a nod to the seven-decade long union between two of South Australia’s most treasured brands, the logo will be emblazoned on all Sherrins used in this year’s Hostplus SANFL League competition, as well as every club and State team guernseys.

“West End has been by our side for so many of our memorable moments,” SANFL CEO Darren Chandler said.

”Therefore, it is only fitting that we recognise such a major milestone, one that has endured the test of time in our state’s history.”

Dating back to 1954, the proud partnership between SANFL and West End has given rise to one of the most unique traditions in Australian sport – the Chimney Ceremony, which sees SANFL premiers and runners up unveil their colours on top of the Hoffmann Kiln at the Brickworks Marketplace, a new home for the tradition since relocating from the West End Brewery in 2021.

''West End has been by our side for so many of our memorable moments.''

SANFL CEO Darren Chandler

Lion Field Sales Director Jared Shattock (left) and SANFL CEO Darren Chandler show off the specially-designed 70-year logo. Picture – David Mariuz

Many of South Australia’s greatest football triumphs have come with the Croweaters proudly sporting the West End logo on the cherished red guernsey, including famous State of Origin wins against arch-rival Victoria in 1992, 1993 and 1994.

West End’s unwavering support of SANFLs State team will again be ever-present as it tackles the VFL for the first time since 2016 in April, before setting its sights on a fifth successive win against the WAFL, in Perth in May.

A proud supporter of country football, West End is often enjoyed by senior players in the changerooms after a hard-fought win, as evidenced by its presence as a major partner of SANFL Community Football and the Think! Road Safety South Australian Country Football Championships.

Since its introduction in 2002, West End has been a proud naming rights sponsor of the South Australian Football Hall of Fame, enshrining those who make a significant contribution to the game of Australian Football.

West End is both major sponsorship partner as well as pourage partner of SANFL, with Lion beers being poured exclusively at a majority of SANFL clubs, as well as the Mosaic Hotel at West Lakes.

Lion Field Sales Director Jared Shattock said:

“SANFL and West End are both icons of South Australia, it’s fantastic to be able to get together and celebrate this impressive milestone of our longstanding partnership and unveil our anniversary logo.

“From the annual Chimney Ceremony to us being proud naming rights sponsor of the SA Football Hall of Fame, there have been so many wonderful moments over the last 70 years.

“We are excited to see where this partnership takes us next,” he said.

SANFL & West End Partnership Highlights

  • Partnership begins in 1954 with the establishment of the iconic Chimney Ceremony following every SANFL Grand Final.
  • Fans from the premiership team have been relishing the Tuesday after the title-decider for as many as 69 Chimney Ceremonies at the former West End Brewery and Brickworks Kiln.
  • Partner of the West End State Team since 1983 through to today’s team set to tackle the VFL and WAFL in 2024.
  • Naming rights partner of the West End South Australian Football Hall of Fame since its establishment in 2002.
  • Key partner of the Think! Road Safety SA Country Football Championships.
  • Proud supporter of SA Country Football, including the SA Country Football Team.
  • West End’s reach over the past seven decades in partnership with SANFL is significant, considering a total of more than 1.3 million people have attended the League Grand Finals since 1954.
  • At grassroots level, more than 50,000 community football players across the State benefit annually from West End’s support, equating to a total of 2.2 million players since its partnership with SANFL Community Football began in 1980.
Sign up to receive the latest SANFL news straight to your inbox.