QBE Insurance Steps Up Support for Sydney's Sporting Teams

QBE Insurance has deepened its commitment to Sydney's sporting heartland with a new campaign that speaks directly to what matters when the unexpected strikes.

Over the weekend, the insurance company launched a partnership with stars from the Sydney Swans and NSW Swifts, created by agency The Core Agency, to illustrate coverage for homes, vehicles and small businesses. The campaign features six short-form spots showing how QBE supports locals facing unexpected moments—from a shattered car window before game day to a power surge during a match.

For Sydney residents, the pairing signals more than marketing. QBE has recommitted as a principal partner of the NSW Swifts and continues its long association with the Swans, reinforcing corporate investment in local sports culture at a time when grassroots funding remains tight.

The spots feature NSW Swift players Maddy Turner, Maddy Proud and Paige Hadley, alongside Sydney Swans stars Nick Blakley, Isaac Heeney, Callum Mills and Chloe Molloy. Rather than generic testimonials, the approach uses QBE's "Q your teammate" mnemonic—moments like "Q the winning team," "Q the practice session," and "Q the power surge"—to anchor the unexpected scenarios insurance actually covers.

"Life is full of unexpected moments," says QBE Australia Pacific's head of marketing and insights David Hirsch. "Whether it's for home, car or business, QBE Insurance has cover for the things we expect, as well as for the things we don't."

The strategy builds on QBE's "Before & After" brand platform, effective at capturing pivotal moments when risk becomes reality. For homeowners, renters, and small-business owners in Greater Sydney, the messaging cuts through typical insurance marketing by grounding coverage in situations they genuinely face.

The rollout spans digital platforms including Foxtel Go, Kayo, YouTube, Facebook, Instagram and LinkedIn—where Sydney sports fans spend considerable time, ensuring the message reaches those most likely to engage with both the teams and QBE's coverage options.

While QBE operates across Australia and internationally, the company's visible backing of two Sydney-based teams reflects the metro market's weight and the tight bond between residents and these franchises. The Swifts, in particular, have built a devoted following since joining the AFLW, and partnerships like this underscore institutional confidence in the league's future. For a 130-year-old insurer, the move signals adaptation—reaching younger homeowners and entrepreneurs through authentic storytelling and local voices that resonate more than traditional insurance advertising.