IEF’s sponsorship of Geelong United WNBL, Hastings Football Netball Club, Daylesford Football Netball Club, and West Bentleigh Cricket Club isn’t just about sport – it’s about opportunity, inclusivity, and community resilience.
A history of backing local sporting clubs
IEF has a long track record of supporting grassroots sport. From sponsoring individual players at Hastings Football Netball Club to becoming the major sponsor of Geelong United’s Women’s National Basketball League (WNBL) the company’s commitment to community investment has grown over the years. Carly Stone, Marketing Director at IEF, explains how it all began.
“The first sponsorship was almost by accident,” she says. “We went down to watch a game at Hastings, met one of the players, and ended up sponsoring him for $200. That led to conversations with the club about what more we could do, and before we knew it, we had a sign up around the oval. It started as a bit of fun, but it grew into something more – supporting clubs that were really struggling financially and needed help to survive.”
This philosophy remains at the heart of IEF’s sponsorship approach. Glenn Heffernan, Managing Director of IEF, sees these partnerships as a way to ensure clubs continue to thrive, providing a place for people of all ages to come together.
“Grassroots sport is the foundation of so many communities,” says Heffernan. “It’s where kids learn teamwork, discipline, and resilience. When a local club folds, it doesn’t just affect the senior team – it ripples down through the juniors and takes away opportunities for young players. If we can step in and help keep these clubs running, then we will.”
Backing women’s sport in Geelong
IEF’s most prominent sponsorship to date is with Geelong United of the Women’s National Basketball League (WNBL). As the team’s naming rights sponsor, IEF’s logo is displayed on the jerseys and around the stadium, but as Carly Stone points out, the partnership is about more than just brand visibility.
“We wanted to help raise awareness of women’s sport,” Stone explains. “Men’s sports are naturally well-known, but women often have to fight for recognition. By supporting Geelong United, we’re helping to grow their profile and create more opportunities for female athletes.”
The sponsorship has also deepened IEF’s engagement with the Geelong business community, aligning the company with a growing regional movement that values both sport and inclusivity. “A lot of our customers are based in Geelong, and supporting the team helps us connect with them in a meaningful way,” says Stone. “It’s about showing that we’re not just a business operating in the region – we’re part of the community.”
Building a future for young athletes
While the immediate benefits of sponsorship include financial stability for clubs and better facilities for players, the long-term impact is even more significant. Stone highlights the effect these investments have on young people.
“Most kids play sport at some stage, but not all of them realise they could have a future in it,” she says. “Supporting women’s basketball, for example, isn’t just about the current team – it’s about inspiring young girls to believe they can have a career in the sport. Seeing a professional pathway can be life-changing.”
This sentiment is echoed by Dan Lehmann, President of the Hastings Football Netball Club, who sees firsthand the difference sponsorship makes.
“IEF has supported the Hastings Football Netball Club for the past six seasons, three of those as our major sponsor,” Lehmann says. “Our club is extremely grateful for the contribution from Glenn, Carly, and IEF. Without their generosity, running a local sporting club would be extremely difficult. We look forward to continuing this partnership in the years to come.”
Carly Luke, President of Daylesford Football Netball Club, which has also received IEF support, said: “Quite simply, the incredible success that we achieved in 2024, being just the second club in Central Highlands history to ‘do the double’ and win both Senior Football and A Grade Netball premierships, could not have happened without them. Glenn and Carly are not just sponsors, they are passionate people who are deeply embedded in our club – they are family. They are the loudest supporters on the sidelines, the last to leave a function, and they support and are invested in each and every player.”
The sponsorships IEF provides are anything but a token gesture, rather they are instrumental in providing the infrastructure that keeps clubs running. The West Bentleigh Cricket Club notes that because of IEF support they’d been able to:
- Field a strong team and appoint a dedicated coach for their 1st XI;
- Provide protective equipment and playing outfits – a major expense – for some members; and
- Establish a junior fund, allowing West Bentleigh to offer scholarship positions to families in need of financial assistance for fees and equipment costs.
“Infastech’s commitment to the local community through this sponsorship is simply outstanding,” the Club announced on a social media post. “On the eve of finals, we want to take a moment to recognise the amazing work of Glenn, Carly, and the entire team at Infastech – your support has made a real and lasting impact!”
A commitment beyond the scoreboard
For IEF, supporting local sport achieves the twin goals of encouraging friendly community competition and strengthening the social fabric. Clubs like Hastings and Geelong United give people a sense of belonging, provide an outlet for physical and mental health, and create friendships that last a lifetime.
Stone believes this is what makes the sponsorships so rewarding. “We started out thinking it was just a way to support local sport, but it’s become so much more than that,” she says. “It’s about keeping clubs alive, giving kids a reason to get off their screens and onto the field, and making sure sport is accessible to everyone – no matter their background.”