In one of the most astonishing announcements in Australian sports history, Collingwood Football Club’s veteran star and key defender, Scott Pendlebury, has signed a landmark \$47 million endorsement deal with global sports drink brand Powerade. The deal not only reaffirms Pendlebury’s status as one of the most marketable athletes in the AFL, but it also positions him at the forefront of global athlete partnerships in the modern sports marketing era.
The Powerade agreement is believed to be the largest single endorsement ever signed by an AFL player. As part of the multi-year deal, Pendlebury will become the face of Powerade campaigns across Australia and internationally, feature in high-impact commercials, and lead community health initiatives sponsored by the brand. Powerade’s parent company, Coca-Cola, described the partnership as a “strategic alliance with one of the most disciplined and respected figures in modern sport.”
But what’s equally — if not more — impressive than the size of the deal is what Pendlebury plans to do with the wealth it brings. In a heartfelt press conference held at the AIA Centre, the Collingwood great announced that he would be donating \$60 million to the *Rebels Football Program*, a grassroots youth sports initiative based in Victoria. The program supports underserved communities by providing access to coaching, gear, and educational support.
Pendlebury, who grew up playing both basketball and Australian rules football, said the donation was his way of giving back to the game that has given him so much. “Sport shaped my life,” Pendlebury said. “This is about helping kids who may not have the same opportunities I had, and giving them a real shot through sport, education, and mentorship.”
In addition, Pendlebury pledged \$10.8 million to support emerging athletes through *Name, Image, and Likeness (NIL)* initiatives — a growing movement in Australia inspired by similar programs in U.S. college sports. These funds will help young athletes build their personal brands, understand media rights, and make informed decisions as they rise through the ranks of professional sport.
Collingwood president Jeff Browne praised Pendlebury’s actions, stating, “Scott’s legacy is no longer just about what he’s achieved on the field — it’s about his leadership, his vision for the future of Australian sport, and his commitment to equity and opportunity for the next generation.”
At 36, Pendlebury continues to play a pivotal role in Collingwood’s defense and leadership group. He holds the club’s all-time games record and is widely regarded as one of the most intelligent and composed players in AFL history. This latest move only enhances his legacy — not just as a footballer, but as a transformative figure in the sports world.
With this unprecedented endorsement and extraordinary philanthropic gesture, Scott Pendlebury has proven that true greatness extends far beyond the boundary line.