AFFCO x Athletes

AFFCO, originally the Auckland Farmers Freezing Company, is one of New Zealand’s largest meat processing and exporting businesses. It operates multiple processing plants nationwide, works closely with farmers to source livestock, and exports beef and lamb products to global markets. AFFCO is owned by Talley's Group and plays a key role in the country’s agricultural export industry.

AFFCO partnered with Waddell to support young athletes in their local communities in a meaningful and authentic way. They were looking to move beyond one-off sponsorships and instead develop a structured programme that aligned with their brand values and workforce engagement. AFFCO also required a trusted partner to manage athlete relationships and delivery, with the goal of creating a platform that could grow and deliver long-term impact.

Waddell delivered end-to-end management of the AFFCO Athlete Sponsorship Programme, including the recruitment, selection, and onboarding of athletes across more than 10 sports. A clear framework of expectations was developed to guide athlete engagement, including updates, social media activity, and community involvement. Alongside this, Waddell led content capture and reporting to demonstrate programme value, while maintaining ongoing relationships between AFFCO and its athletes and ensuring a balance between brand visibility and authentic storytelling.

Since its establishment in 2022, the programme has supported 24 athletes across a wide range of sports, providing both financial backing and development opportunities. It has created consistent and measurable engagement between athletes and the AFFCO brand through events, content, and direct interaction, while strengthening AFFCO’s position as a community-focused organisation. The programme has also generated ongoing content and PR opportunities, with several athletes progressing to elite and international levels.

A standout example of the programme’s impact is Charlisse Leger-Walker, who was supported by AFFCO during her early development in New Zealand. She has since gone on to achieve at the highest level, making history in April 2026 as the first New Zealander drafted into the WNBA, selected by the Connecticut Sun following a standout collegiate career at UCLA. Her journey reflects the intent behind the programme—supporting athletes early and staying connected as they progress to the world stage—demonstrating how local investment in emerging talent can lead to global success.