Anzac Day Brunch
If the blockbuster between Collingwood vs Essendon, Anzac Day has become one of our biggest national sporting events, the pre-game ANZAC Brunch is one of the most anticipated.
Held annually on April 25 ahead of the clash at the Melbourne Cricket Ground, the brunch is far more than a social gathering. It is a carefully curated tribute to the servicemen and women of Australia, designed to honour the defining values of the ANZAC spirit: courage, sacrifice, endurance and mateship. While the roar of the crowd later fills the stadium, the brunch offers a quieter, more reflective space to remember the human stories behind the day.
BrandNet provides military commemorative items for each guest, as well as raffle and silent auction prizes since 2012, providing memorable table gifts for attendees, as well as high-value auction items so that the club can raise much-needed funds for its chosen charities. Photo courtesy of AFL Photography. Here's how you can participate.
Attended by devoted supporters, corporate partners, and an array of AFL identities, the ANZAC Day Brunch has become a unique intersection of sport, history and community. Former players, coaches, media personalities and celebrities gather not only to celebrate the game, but to pay their respects and deepen their understanding of Australia’s military heritage.
Designed to pay tribute to the servicemen and women of Australia, the Brunch remembers the legendary courage, sacrifice, endurance and mateship, that defines the ANZAC spirit, as the epic game itself between Essendon v Collingwood on April 25th. Attended by loyal members, as well as an array of AFL-loving celebrities, along with former players and coaches, this year was as spectacular as expected.
An Anzac Day Tradition
Each year, the ANZAC Day Brunch program features special guests to share stories of Australian military history and endeavour. In 2022, the supporters had the privilege to hear from investigative reporter, Ross Coulthart, artist George Petrou and equine therapist Dean Mighell.
A striking visual centrepiece of the 2022 event was the haunting artwork “Unknown Soldier” by George Petrou. Part of his broader collection, The Art of Sacrifice, the piece served as a powerful reminder of the anonymity and universality of loss in war. Positioned prominently within the venue, it created a contemplative atmosphere that grounded the morning’s proceedings in reflection rather than spectacle.
Ross’ book and television documentary, “The Lost Diggers” is a riveting story of the hunt for a rumoured treasure trove of images of Australian troops - antique glass photographic plates taken in the French town of Vignacourt during the First World War. His storytelling offered a deeply human perspective on the war, moving beyond statistics and strategy to reveal the faces and personalities of those who served. These images, once nearly lost to history, now stand as a visual archive of the ANZAC legacy.
Meanwhile, Melbourne artist George Petrou has a deep passion for WWI history. George talked about his inspiration in creating his collection “Reflection of the Lost Diggers of Vignacourt”. It comprises 14 detailed portraits of some of “The Lost Diggers”. They also feature in his book The Art of Sacrifice.
Adding another dimension to the morning was Dean Mighell, founder of The Path of the Horse. His organisation provides equine-assisted therapy for returned veterans, offering an alternative pathway to healing for those dealing with trauma and transition back into civilian life. Mighell’s insights highlighted the ongoing impact of service, reminding attendees that the ANZAC story does not end on the battlefield—it continues in the lives of veterans and their families.
Comedian Dave O'Neil and the Anzac Bear shared the stage. Photo courtesy of AFL Photography.
The entertainment and talent on display matched the significance of this Anzac Day Brunch. Singer Harrison Craig delivered a stirring rendition of the national anthem alongside a moving performance of You Raise Me Up, setting an emotional tone early in the program. Veteran broadcaster Tony Jones guided proceedings as host, while comedian Dave O'Neil brought moments of levity that balanced the reflective nature of the event.
Adding to the atmosphere was the precision and energy of the Australian Youth Band Drumline, whose performance echoed the ceremonial traditions associated with ANZAC Day. AFL greats including Gary O'Donnell, Tom Bellchambers and Gavin Crosisca also took part, bridging the connection between the sport and the stories being honoured. The auction segment, led by Mark Basilone, added an engaging and charitable element to the morning, raising funds to support veteran-focused initiatives.
Part Of Keeping A Promise
The ANZAC Day Brunch and BrandNet - owner of the Military Shop, Navy Shop, Army Shop, and Air Force Shop - has a connection that stretches back for years. "It is always an honour and our great pleasure to support organisations and events like this that support our Anzacs," says Stephen Davie, managing director of BrandNet.
In 2002 Alec met with Stephen Davie, who was involved in a commemorative program to support the 100th Anniversary of the Australian Army, and in the course of discussion at Alec's home, Alec urged upon Stephen the need for the community to "preserve and continue the Anzac Spirit". BrandNet, through its subsidiaries Military Shop, Army Shop, Air Force Shop and Navy Shop, have proudly been carrying out Alec's wishes by producing beautiful products that help Australians connect and celebrate our rich military history and traditions.
In addition to the military memorabilia and merchandise for the event, BrandNet provides support via promotional opportunities in the lead up to this Anzac Day tradition. "BrandNet's assistance really does polish this event to be a stand out on the AFL Calendar each year," says Andrea Dixon, Executive Manager.
As the final guests make their way from the brunch to the roar of the MCG, the true significance of the morning lingers. Beyond the stories, performances and shared moments, the ANZAC Day Brunch stands as a powerful reminder that remembrance is not confined to a single ceremony—it is something we carry with us. Through continued support, storytelling and meaningful connection, events like this ensure that the values of courage, sacrifice, endurance and mateship are not only honoured, but lived. And in that way, the spirit of the ANZACs endures—not just on April 25, but in the choices we make to remember, support and give back, year after year.
