Lovells has launched a new content series with footy icon Brent “Boomer” Harvey

Lovells Group, a proudly Australian manufacturer of premium suspension and towing components, has announced the appointment of AFL Hall of Fame inductee Brent “Boomer” Harvey as its official Brand Ambassador.
The announcement forms part of Lovells’ 95th anniversary celebrations and brand relaunch, reinforcing its longstanding values of resilience, reliability, and performance – qualities synonymous with both Lovells and Brent alike.
Brent ‘Boomer’ Harvey is a household name in Australian sport, renowned for his legendary career with North Melbourne Football Club and for holding the AFL record of 432 games played – a benchmark for endurance and commitment that remains unmatched nearly a decade on.
“Brent Harvey epitomises the values that underpin everything we do,” Lovells Group Managing Director, Simon Crane, said.
“He’s not just a sporting great – he represents performance under pressure, consistency, and loyalty. We’re thrilled to welcome him to the Lovells family as we mark 95 years of manufacturing excellence.”
As part of the partnership, Brent will headline Lovells’ new content series, Lovells Presents – Full Travel.
The series showcases real-world applications of Lovells suspension and towing upgrades – from remote outback expeditions to towing tours and competitive off-road rallying.
With Brent behind the wheel, audiences will experience Australia’s most rugged terrain in vehicles fitted with Lovells components, highlighting the company’s dedication to reliability in the harshest conditions.
The collaboration follows a major rebrand and national expansion by Lovells, including a $12 million investment into a new engineering, manufacturing, and retail hub in Newcastle.
The new facility will support innovation across EV suspension, advanced drivetrains, and heavy-duty fitments for both OEM and aftermarket use.
Founded in 1930, Lovells is a global exporter of suspension and load-carrying systems, supplying the mining, agriculture, emergency services, rail, and defence industries, and employing over 120 Australians.
With Brent now on board, Lovells’ 95th anniversary year continues to blend heritage with forward momentum – uniting the past and future of Australian performance.
The series will be screened nationally across YouTube, social media, in-store displays, and at www.lovells.com.au
“Joining Lovells as their ambassador was a natural fit for me,” Brent said.
“They’re a true-blue Aussie brand, built on hard work and high performance, just like the team I played with. I’m excited to be part of this new journey, and to take people along for the ride.”

For more information, visit www.lovells.com.au