Kia and True Value mum on Essendon sponsorship

Kia and True Value mum on Essendon sponsorship
SHARE
THIS



Essendon’s two major sponsors, Kia and True Value Solar, are tight-lipped as to whether their support of the football club will continue following the drugs saga’s climax.

Both of the Bombers’ lucrative contracts could be in danger with neither sponsor openly declaring a commitment to stand behind the club following the AFL’s sanctions.

 A Kia spokesperson told B&T: “Kia Motors is not in a position to make any further statements at this time.”

True Value Solar said it had no comment to make on the matter.

Tuesday evening marked a turning point in the investigation into Essendon’s supplements program with the AFL booting the club out of this year’s finals, handing them a $2m fine, suspending coach James Hird for one year and limiting its future draft selections.

Kia’s co-major sponsor role is widely reported to be worth $3m a year to Essendon. When Kia’s five-year deal was signed in 2011 it was described as one of the largest co-major partnerships in the AFL.

Early last week, Kia told B&T that the car brand would not be making any decisions based on the Australian Sports Anti-Doping Authority (ASADA) interim report on the supplements scandal.

“We have not changed our position from the outset, we will not be making any determinations until such time as this has run its full course. We will then reassess the situation as it stands and make a decision.”

“At the moment nothing has changed.”

Both Kia and True Value Solar are likely to have exit clauses in their contracts but both brands stand to lose more by turning their backs on the team, according to sports marketing agency Octagon’s group commercial director Adam Hodge.

“The way the club has handled themselves has probably given those sponsors the chance now to show loyalty, particularly for a football club and one with a heritage like Essendon, the fans really value that.

“They will stand behind a sponsor that stands behind their club.”

It’s unlikely the issue has damaged the Kia and True Value brands in the eyes of non-Essendon supporters, Hodge said.

“If any brand at all in this saga has had any negative impact, and it would be in a very minor way, the only brand that’s copped it is maybe the AFL,” he added.

“That said though, the AFL have built enough credibility and heritage that the damage would be minimal.

“If this had happened to one of the other football codes the problem would have been amplified,” he added, pointing to the NRL’s Cronulla Sharks ASADA drugs scandal as an example.  

Please login with linkedin to comment

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]