JLT Australia will take over naming rights for the next AFL pre-season competition.

The three-year deal starts with next year’s JLT Community Series, over four weeks from February 16 to March 12.

“JLT is the national insurance broker for the AFL, our 18 clubs and the state associations across the country, with a relationship now of 13 years with football from the grassroots through to elite level of the game,” AFL GM Clubs and Operations Travis Auld said.

“It is the driving force behind our national risk and protection program for community football leagues around Australia and we are delighted it has chosen to partner the AFL for our pre-season competition.”

The series will take matches outside their usual territory to suburban and regional stadiums, plus the larger city venues that host regular-season games.

JLT’s specialty areas include insurance for non-profit clubs, community groups and local governments, and CEO Leo Demer says the naming rights present a good fit.

“The whole concept of putting the matches on out in the community and on the smaller grounds really struck a chord with us,” he told insuranceNEWS.com.au. “In terms of a national presence and profile it does give us a very big reach, and our businesses are obviously all over Australia.”

The naming rights were acquired for an undisclosed amount, but Mr Demer says it is a “significant” commitment.

In rugby league, JLT is a shorts sponsor for the North Queensland Cowboys.