Optus has confirmed that it’s to pull the plug on its sponsorship and digital content partnership with Football Federation Australia (FFA).
The telco said it has made the decision to redeploy funds from traditional marketing communications programs, including sponsorships, into activities focusing on customer experience, such as upgrading its branded retail stores and online presence.
“We think this is important to give customers a compelling reason to be with Optus,” Nathan Rosenberg, head of brand at Optus, said. "We have made the tough decision to not renew our sponsorship as FFA official telecommunications partner.
"Exiting the sponsorship with FFA was a tough call, but we need to invest in areas where our customers will directly receive the benefits,” he added.
The move ends a five year relationship between Optus and the FFA.
Meanwhile, Optus has confirmed to B&T that there are no immediate plans to change its agency roster, with M&C Saatchi and Starcom continuing as its creative and media agencies.