Cultural sensitivity warning: Aboriginal and/or Torres Strait Islander viewers are advised that this content may contain images, text, voices and videos of deceased persons.
In Cherbourg this week, a guernsey swap became something much bigger than a guernsey exchange – it became a moment of real connection.
As part of Youi and the Brisbane Lions’ first-ever Guernsey Swap community event, the regional Queensland town welcomed Lions players, AFL Queensland coaches, and the Youi team onto its newly upgraded AFL oval for a day that brought the spirit of the game to life. From kids participating in drills to locals sharing stories, this was footy at its most grassroots level – raw, inclusive and full of pride.
The Guernsey Swap program, launched earlier this season, invited fans to donate their old Lions guernseys for a chance to receive one of 250 limited-edition versions featuring the gold AFL logo. The concept was simple – trade in something personal to give back to someone else. And on July 23rd, that generosity came full circle as 250 swapped guernseys were gifted to the Cherbourg community.
“From the moment we launched the Guernsey Swap, we saw fans show up with incredible generosity, with hundreds donating their guernseys to support communities in need,” said Angela Greenwood, Chief Marketing Officer at Youi.
This is a fan-powered initiative with real community outcomes – a moment where individual stories turn into shared support.
Beyond the exchange, the event marked the official unveiling of Cherbourg’s upgraded AFL oval – now equipped with new goalposts, equipment and merch donated by Youi in collaboration with AFL Queensland and the local Cherbourg Council. The impact was immediate and tangible – not just in infrastructure, but in energy.
Throughout the day, Brisbane Lions players Callum Ah Chee, Connor McKenna and Brandon Starcevich joined AFLQ coaches to run a Kids Super Clinic, with dozens of young locals taking to the field for drills, games and skill-building alongside their heroes.
“As the Principal Partner of the Brisbane Lions, we believe footy is made by fans,” said Greenwood. “The Guernsey Swap is a powerful way to honour that belief. Together, we’re committed to the ultimate fan experience, bringing the sport beyond the stadium and into the communities where future stars are made.”
The Guernsey Swap is more than an event – it's a platform designed to grow and make lasting impact. This isn’t a one-off activation. The Brisbane Lions will return to Cherbourg later this year to deliver a well-being program at the local school – part of a broader commitment to supporting the community’s young people both on and off the field.
“This is what meaningful partnership looks like – working together to deliver resources, experiences, and long-term support to communities where footy can thrive,” said Greenwood. “We’re proud to stand alongside the Brisbane Lions in making a difference both on and off the field.”
Footy is a connector – and when brought into regional Australia, it strengthens the communities that already live and breathe the game. From match days at the Gabba to regional ovals like Cherbourg, the Youi–Lions partnership is grounded in the belief that footy grows strongest when fans lead the way – and when brands and clubs follow with purpose.
For Youi, this is about showing up in the communities where we live, work and play – not just as a sponsor, but as a supporter.
To the community of Cherbourg – thank you. For the stories, the pride, and the welcome. You reminded us that when the game is brought to the people who power it, footy becomes more than a sport. It becomes a force for connection.
