Transport and Main Roads Minister Mark Bailey said 277 lives were lost on Queensland roads last year.

“Last year we saw a big increase in the number of people who died on Queensland roads, the largest in seven years,” Bailey said.

“This year we’ve started off equally poorly. We’re 11 deaths higher at this point than we were last year.”

Bailey said the government had turned to the Gold Coast Suns and the AFL Queensland to get the road safety message through.

“The fact is some people aren’t always receptive to the government’s message on this, but they will listen to other trusted partners,” he said.

“The AFL’s profile has never been higher in Queensland after hosting the national competition and grand final in 2020.

“This partnership gives us the opportunity to engage with the Suns’ fans and members and raise road safety awareness across Queensland and northern New South Wales through the AFLQ Schools Cup.”

Suns chief executive Mark Evans said the road safety message would be spread through the Queensland Schools Cup, now the second-largest AFL schools competition in Australia.

It would also include Gold Coast Suns match day promotions and campaigns.

“In effect we’re going to help coach the community about road safety,” Evans said.

AFL Queensland chief Trish Squires said there was great momentum for AFL on the Gold Coast and throughout Queensland following the state’s star turn in hosting the AFL season and 2020 Grand Final.

At the height of Victoria’s COVID-19 crisis and border closures as the state struggled to contain transmission, all 10 Victorian AFL teams abandoned the state and headed for Queensland hubs.

Most teams were based on the Gold Coast, with a number also relocating to the Sunshine Coast. Brisbane also rescued the AFL Grand Final, as one-off host at the Gabba on October 24.

The Gabba Grand Final was the first time that the AFL decider was not played in Melbourne since the Victorian Football League was established in 1897. It was also the first time the game was held at night.