Melbourne delivered ‘shattering financial’ blow with major sponsor DriversDepot terminated

The Melbourne Demons have terminated their co-major sponsorship deal with DriversDepot before the end of the first year of what was supposed to be a three-year, $4.5 million agreement.

The shock move comes as the club prepares for the finals series, adding to the mounting financial pressures at the AFL club.

Veteran AFL journalist Caroline Wilson revealed the sponsorship has been cut short because DriversDepot has been unable to meet its financial commitments.

“The reason DriversDepot have not been able to come up with the sponsorship funds, I gather a small amount of money was paid to Melbourne earlier this year, but the funds have not been forthcoming,” Wilson told 7NEWS.

Despite the termination, the DriversDepot logo will remain visible on players’ jumpers, sponsor backdrops and club polo shirts throughout the finals.

The club has deemed it too costly and too late to remove all the branding ahead of September.

Melbourne had hoped to secure a replacement major sponsor before the finals but that now appears unlikely.

The development represents another significant financial setback for the Demons, who are already facing a substantial loss for the year.

The club is also losing co-major sponsor Zurich at the end of the season, leaving Melbourne searching for two major sponsors heading into 2027.

“So DriversDepot will be on the players jumpers, on the sponsors backdrop, on (coach) Steven King’s club polo. And there’s nothing really the club can do about it because it’s very costly to remove all those logos,” Wilson told 7NEWS.

“Melbourne hopeful of signing a new major sponsor next year, but it’s another shattering financial blow for a club that is going to make a big loss this year.”