Kicking goals for sick kids. A perfect purple match!
For more than 20 years the Fremantle Dockers have partnered with Starlight to help kick goals for seriously ill children. The partnership has been built from the ground up thanks to a collaborative approach and has since raised more than $3 million, bringing happiness to nearly 77,000 sick kids in hospital.
While our shared ‘team colour’ purple initially brought our two organisations together, it was our alignment around helping children and families that has always been at the heart of the partnership.
This common goal has driven both Starlight and the Dockers to continually seek new ways to build, expand and enhance the partnership to create the greatest impact for our community, supporters and Starlight kids and families.
The Partnership began in 2003 with the Fremantle Football club’s first ever Starlight Purple Haze event. This simple ‘tin-shaking’ activity at the then Subiaco Oval, showcased the Club’s drive and passion to support kids and families in the local community and raised an incredible $13,000.
Since then, Purple Haze has grown in popularity year on year. Fans and the community have wholeheartedly embraced the event and come dressed head to toe in purple and donate generously to support the event.
"We always wanted the event to be about our community and knew supporting kids and families through Starlight would be really worthwhile. But we never expected our fans would take it and just run! The event resonates with our supporters, and everyone gives so generously because they can see the impact it’s having."
- Kasey Passmore, Executive General Manager Communications, Marketing and Community, Fremantle Dockers
The profile of Purple Haze was boosted in 2010 when we secured Fremantle Ports as inaugural event sponsor. This has helped to position the annual match as the flagship event in the Club’s calendar, looked forward to by players, and AFL fans alike.
Additionally, thanks to our corporate partners generously promoting Purple Haze through their own channels which has helped to raise awareness of the need for, and impact of, Starlight’s programs across the country.
Key to the longevity of the partnership is the way both parties continually look for opportunities to strengthen our impact and leverage existing networks and contacts. In 2019 we worked with our national program supporter, resources company South 32, who came on board as a ‘matched giving’ event partner. This introduction further bolstered the event and helped secure vital additional fundraising support.
Amid the Covid restriction of 2020, we again collaborated together to develop and launch a new fundraising initiative called Fans Pledge. This enabled fans to stay engaged with the event remotely and pledge a donation for every goal scored. The initiative has since become an important fabric of the event.
What makes Purple Haze even more special is the engagement with Starlight kids and families. We work collaboratively with the Club to share ideas and identify incredible opportunities for kids to have their dreams come true to go to a Dockers match, be part of the action on game day, meet their sporting heroes and create memories to last a lifetime. None of this would happen without the shared passion and ongoing commitment to make the partnership a success.
Many Dockers players are passionate advocates for Starlight giving up their time to volunteer and support our programs and see the impact first-hand. Testament to this genuine commitment, a special group known as Player Ambassadors was developed to enable players to become more actively involved with Starlight’s programs. Players have helped to grant Starlight Wishes for sick kids and there is always great excitement when the team visits kids in the Starlight Express Room in Perth Children’s Hospital.
"Visiting the Starlight Express Room and going around the hospital wards gives everyone involved a stronger perspective of what sick kids and their families go through. Knowing that we can do our part to help make a difference is really powerful. It’s a partnership we’re incredibly proud of and look forward to continuing for many years in the future." said Bailey Banfield - Fremantle Dockers player
Through the breadth of the Partnership, we have also been fortunate to connect with hundreds of incredible volunteers and supporters who have fundraised through a range of activities including selling Starlight wands, beanies and merchandise, auctioning players’ jumpers, and from the very generous Moreira’s Magic and the annual Kalgoorlie Starlight Event.
Now more than two decades, the Partnership continues to go from strength to strength, thanks to our shared ethos and the commitment to work together to make the partnership shine brighter year on year.
From the inspired Dockers leadership to the passion of players and fans, we are in awe of what the Partnership has achieved.
What started as a simple connection in purple has grown to be an incredibly powerful Partnership, creating a lasting difference in the lives of so many children and their families. We are so proud to call The Fremantle Dockers Football Club our Partner's and we can’t wait to see what the future will bring as we continue to work together. We simply couldn't do without our partners in purple!
