The Western Bulldogs are pleased to announce a renewal and an elevated partnership with People First Bank, which will become the official AFL Coaches Partner for the next four years.

The new deal will see the People First Bank logo featured on apparel worn by the AFL coaching panel, led by senior coach Luke Beveridge, and also on branding in the coaches’ box, signage on the interchange bench, and on the club’s media backdrop.

While the name People First Bank is new, the partnership with the Western Bulldogs is not.

People First Bank was created by the merger of People’s Choice and Heritage Bank last year, with the new name for the organisation announced in November last year.

Under the People's Choice banner, the organisation has been a Platinum Partner of the Club since 2017, meaning they will eclipse the 10-year milestone before this new arrangement is complete.

“We are delighted to extend and elevate our relationship with People First Bank, who have been a wonderful partner of our club for many years,” said Ameet Bains, CEO of the Western Bulldogs.

“As their business enters an exciting new era, we are proud to play our part in bringing the new People First brand to life across the Club and through our great partnership.”

People First Bank CEO Peter Lock said “We’re thrilled to continue our association with the Western Bulldogs and for it to be one of the first places that People First Bank will be showcased.

“The Bulldogs share our commitment to supporting local communities, so it’s a great fit.

“At People First Bank our goal is to provide a strong, truly national customer-owned alternative to the big banks. The exposure that our partnership with the Bulldogs provides will help us achieve greater brand recognition right across the country.”