Few partners embody the Broncos spirit quite like Vili's.
An Australian family bakery founded in Adelaide, South Australia in 1968, Vili's has spent nearly six decades perfecting the Australian pie. What began as a single-family operation has grown into one of Australia's most recognisable bakery names, built on doing things the right way with no corners cut. As they put it,
"nearly six decades of proper pastry, quality ingredients, no shortcuts."
For generations of Australians, a Vili's pie is part of the fabric of game day, and in their words they've been "feeding fans at major venues across Australia for decades."
Now Vili's is bringing that same taste and tradition to the UK, and for them there was no better partner to do it with than a rugby league club.
"Vili's is an Australian family bakery that's been baking pies since 1968, so partnering with a rugby league club felt like a natural fit," the bakery told us.
"Rugby league runs deep in Australian culture, and when a club with the Broncos' ambition came calling, it was an easy yes."
That natural fit runs deeper than a shared sport. Vili's and ourselves are two brands chasing the same thing: real relevance in London. For Vili's, breaking into London has been a story of entering the market, learning from it, and coming back stronger, a path we know all too well. It's that shared experience of carving out a place in the capital that makes the partnership feel less like a sponsorship and more like two brands on the same mission.
"The Broncos are building something real in London, and we wanted to be part of it," they said.
"Rugby league is huge in Australia, so there's a natural connection, and frankly, London deserves great pies. Partnering with a club on the rise made perfect sense for Vili's."
It's been a special season for Vili's to come on board for, too. There's a real momentum behind the club at the moment, and that energy hasn't gone unnoticed.
"Watching the Broncos go top of the Championship, under new ownership including Australian legend Darren Lockyer, there's real energy around this club," Vili's said. "Seeing Vili's pies served to fans on match day is exactly what the partnership is about."
And that last point is where this partnership comes to life. It lives well beyond a badge on a banner, with Vili's pies in the ground and served across our hospitality areas. When our guests and sponsors sit down on a matchday, they're not looking at Vili's on a banner. They're eating the pies, the product the bakery has spent nearly sixty years getting right. And when a partner's product speaks for itself like that, it becomes something more than a logo.
But for a family business with deep roots, the partnership runs deeper still. "Community is something we've always believed in," Vili's said.
"Back in Australia, supporting local sport and the communities around it has been part of who Vili's are for decades. Partnering with the Broncos is us bringing that same spirit to the UK, backing a club, a community, and a sport we love."
A family bakery, a rising club, two brands chasing real relevance in London, and a shared love of the game. That's why Vili's Family Bakery is more than a logo.
