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'Unexpected Item In Bouncedown Area': AFL Kicks Off 'Coles Centre Circle' And The Puns Are Worth It

AFL grounds will be looking a little different from this season.

The AFL has announced Coles will be coming on board as the game's "official supermarket partner" for the men's and women's game.

"The long-term nature of our partnership allows both Coles and the AFL to give back to local communities and provides opportunities to all Australians," Kylie Rogers, AFL General Mamager Commercial, said.

The Coles Centre Circle will feature on all AFL grounds for the next five years. Image: Coles

In front of the media, the AFL unveiled the most visual aspect of the agreement, announcing the Coles logo will now cover the centre circle at all AFL grounds for the next five years.

"It is an absolute honour to have our logo in the centre circle as the 'Coles Centre Circle'," said Lisa Ronson, Coles Chief Marketing Officer.

"The bounce of the ball, as we all know, is where it all starts in footy."

AFL.com journalist Mitch Cleary started the reaction on social media when he broke the news of the newest edition to the playing field on Twitter.

"Please turnover the AFL administration. Fewer logos on the grass please," said one person.

"Another win AFL slowly slowly making the game garish AF as you chase every last buck," said one.

With outrage also came the inevitable puns at the change of the status quo to the playing field.

"Down, down, bounces go down," punned one.

"Unexpected item in the bouncedown area," joked another, which was followed up by the reply “This game only accepts card payments. Do you wish to proceed?".

The AFLW season kicks off on Friday, February 7, with the men starting their campaign on Thursday, March 19.