QBE has introduced a “be visible on the road” safety initiative for fans of the Sydney Swans, the AFL club it sponsors.

Swans memorabilia such as scarfs and T-shirts will glow when exposed to headlights or flashlights, raising the road visibility of fans on their way home from matches.

“The importance of staying safe on the roads is not a new message, but it is one we must keep pushing to remind people to be responsible, so we can all get home safe to our families,” QBE Australia Pacific Chief Marketing officer Bettina Pidcock said.

The initiative is part of QBE’s Fabric of the Swans sponsorship campaign.