Arabic version: فيرموس توقّع رعاية لمدة ست سنوات مع تسمانيا ديفلز
According to ABC News, artificial intelligence infrastructure company Firmus Technologies has signed a six-year sponsorship agreement with the Tasmania Devils Football Club. The deal will place the Firmus logo on player shorts and coach polos as the club prepares to enter the AFL in 2028.
Firmus, founded in Tasmania in 2019, has proposed three AI data centres across the state and has been at the centre of debate over those plans. The company joins Devils sponsors including Cadbury, Blundstone and Devil’s Corner Winery. George Town Council recently approved a Firmus proposal for an AI data centre at the former Gunns pulp mill site.
Firmus co-founder Oliver Curtis described the arrangement as a “natural fit”, saying Tasmania gave the company its start and that it wanted to back a new Tasmanian initiative going national. Devils chief executive Brendon Gale said the sponsorship cost was commercial in confidence, but said funding was important given the expense of participating in the AFL.
Mr Gale said the partnership was also based on an alignment of values and first principles. He described Firmus as a homegrown company investing significantly in Tasmania, jobs and an industry he called a global mega-trend. He said the club had carried out considerable due diligence and that the six-year term showed Firmus was committed for the long term.
Marketing and sports management experts said the sponsorship could provide Firmus with visibility, legitimacy and social licence, but cautioned that it would not by itself build public trust. Flinders University associate professor Ashlee Morgan said repeated association with the Devils, Tasmanian identity and the club community could generate positive affiliations. University of the Sunshine Coast senior marketing lecturer David Fleischman said Firmus would need to “activate” the sponsorship through community engagement, employment pathways, social partnerships and clear messaging.
Dr Fleischman also said sponsorship choices could matter particularly for the new club’s developing fanbase. While some committed supporters might overlook sponsors they disagreed with, he said less-engaged fans could be harder to retain. The Devils have concluded their inaugural VFL and VFLW seasons and are set to join the AFL for the 2028 season.
