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A New Premiership Cup

Grand Idea for Premiership Cup

The AFL Premiership Cup represents the ultimate prize in Australia’s biggest sporting competition. Eighteen teams play 22 rounds and a gruelling finals campaign for the right to hold this cup aloft in victory. We at Cobalt asked, does the current cup live up to this role?

Our answer was clear – it doesn’t. So Cobalt developed a new Premiership Cup concept, which we believe better reflects its role as football’s definitive reward.

The new Premiership Cup concept combines tradition with bold forms and the latest manufacturing and communications technologies.


Traditionalists may baulk at the idea, but according to Cobalt Design Director Jack Magree, “every generation needs the chance to re-imagine its symbols to keep them alive. The best way we can respect tradition is to reinterpret the old Cup with the best we can do today”.

Like any institution, and especially elite sporting competitions, Australian football has always been evolving. Rules, uniforms, logos, stadiums, and participation have all been tuned and refined in line with social attitudes during each era. Whilst many people would believe the current Premiership Cup design is as old as the competition itself, in fact was only first created in 1959. Before this, premiership teams were only awarded a flag. now in any case we believe the time for renewal has come.

According to Jack, Cobalt’s approach to the new Cup was to respect tradition by keeping it recognisable to the current cup. “It would have been easy to have started from a clean sheet and designed something modern but unconnected to the Cup’s roots. We chose a design direction that retained essential elements like the bowl, side handles and solid frame” says Jack.

It’s all about performance

One of Cobalt’s core principles is that design should improve product performance. Performance measures change according to product requirements; from environmental performance evidenced in KeepCup, the globally successful and sustainable coffee cup; sporting and player performance shown in the Concave football boot; or the superior safety and convenience performance of Melbourne’s new tram which has increased accessibility for disabled and elderly passengers, better safety, and high aircraft-quality interiors.

In many ways the new cup has more symbolism than the current version, and it showcases the best in Australian innovation, materials, technology and design.

Features include:
  • Fan-Cam: An integrated hi-resolution camera captures video and still image and sends live images from the Cup for broadcast or webcast . The Camera captures the looks of pure joy from fans attending the post-Grand Final parties and family days.
  • Side Arms: The Side Arms symbolise the outstretched arms of a player when taking a mark. They feature practical grips in the same leather as regulation footballs, gracefully aging in colour like a real football.
  • Advanced Manufacturing: The new Cup would be made using precious Australian metals and timbers and cutting edge computer-controlled manufacturing combined with traditional local craftsmanship.

Your say

For those of you based outside of Australia, you can get a good overview of Australian Rules football here. Australian Rules is the most popular and watched football code in Australia. Its top competition, the AFL, attracts game attendances of 6.5 million per season and the Grand Final alone is the world’s highest attended club championship event, with a TV audience of over 2.6 million.

The Melbourne Herald-Sun and Sydney Daily Telegraph newspapers have picked up this story (Mon 7 May 2012 Melbourne edition and online) as our concept will interest most of the competition’s officials and supporters, and no doubt spark much discussion and debate.

Now over to you. Do you think the AFL should consider a new Premiership Cup? What do you think of Cobalt’s new Premiership Cup design?

If you are keen on updating the Cup, please send a message and cast a YES on the opinion poll. Or email us your comments and we’ll publish a selection of these in our next edition.