Audi Australia has continued to diversify its sponsorship portfolio, today announcing it will join the Hawthorn Football Club as a principal Partner from 2016.
The three-year deal will unite one of the world’s most prestigious and rapidly growing car manufacturers with one of Australia’s most successful sporting organisations.
As part of the new sponsorship agreement, the Audi logo will be displayed on the players’ shorts and coaches’ property (apparel and coaches’ box) from 2016. The club will also refurbish and rename its Grande Suite at the MCG to the ‘Audi Suite’.
Audi Australia’s managing director, Andrew Doyle, confirmed the company’s excitement at forming this new partnership with the Hawks.
“This partnership represents a major sponsorship milestone for Audi Australia, as it’s the first time we have aligned ourselves with a leading national sporting club, and it signals our arrival in the AFL. We are the first premium automotive brand to enter the AFL, and Hawthorn’s credentials and club philosophy formed a major factor in our decision to sponsor the Club,” Mr Doyle said.
“The Audi brand is Number 1 in Western Europe, and this is a position the company is looking to achieve around the globe. Supporting our drive to become Australia’s leading premium carmaker, we undertake major sponsorships with iconic brands to build awareness and generate customer loyalty, and this newest deal with the AFL’s Number 1 team was the ideal fit for Audi.”
“It’s an association that also gives us the unique opportunity to present our brand to customers outside the showroom, and to really engage with Australian Rules football fans through a mutual passion – Australia’s leading AFL team,” Mr Doyle added.
Hawthorn CEO Stuart Fox said the club was proud to partner with Audi and honoured to be associated with such an internationally respected automotive brand.
“We are thrilled to announce this exciting partnership between two iconic brands and we look forward to building a successful long-term relationship with Audi,” he said.
“Audi’s philosophy, ‘Vorsprung durch Technik’, (advancement through technology) signals the brand’s intent for innovation and progressiveness, which are highly appropriate for Hawthorn.
“We believe the Hawthorn brand and greater Hawthorn member and supporter base can add exceptional value over the next three years to Audi’s strategic goal of premium market leadership,” Fox said.
Internationally, Audi sponsors a number of exceptional global sporting brands which include football clubs, Real Madrid FC, FC Barcelona, AC Milan and Bayern Munich.
Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]
TPG Telecom has announced it will hold a creative pitch to further develop the Vodafone brand here in Australia. Last year’s merger between Vodafone and TPG brought together a family of brands under the TPG Telecom group, with the creative shift to position Vodafone for the future. While Vodafone’s long-standing relationship with WPP will continue, […]
Following 18 months of intermittent lockdowns across Australia, shopping centre giant Westfield is launching a new service that will tap into the ecommerce boom. The new service, named Westfield Direct, will take on the likes of Australia Post by providing shipping directly to customers. Shoppers will also be able to select items from an online […]
SBS has been recognised as one of Australia and New Zealand’s Most Innovative Companies, in the prestigious annual list published by the Australian Financial Review and Boss Magazine, from over 700 nominated organisations. Ranked third on the Media and Marketing list, SBS was the only media company to make the list, recognised for its growing and evolving multilingual digital services, exemplifying SBS’s innovative culture and strategy. SBS provides multiplatform services in more than […]
Twitter has confirmed it is experimenting with a new ad format which will see ads placed within conversation threads for the first time. The company’s Revenue Product Lead Bruce Falck made the announcement on Thursday. “Starting today, we’re trying something different and testing a new ad format in Tweet conversations,” he posted on Twitter. “If […]
In exciting news today, Mushroom Group is thrilled to announce much lauded Aussie music program The Sound will return to the ABC this November! Celebrating some of our best musical talents since its launch in 2020, The Sound Season 3 will debut on Sunday 7 November at 5.30pm (local time). Viewers can watch The Sound on ABC TV each Sunday afternoon or catch up with the latest episodes via ABC iview. Across Season […]
Strategic design and innovation company AKQA has received the top industry ranking in the 2021 AFR Boss Most Innovative Companies List. This is the third consecutive year the company has been acknowledged by the AFR for its commitment to innovation in the media and marketing category. The Most Innovative Companies Awards were presented via a […]
National news brand, The Australian, has launched a new podcast from Hedley Thomas, Shandee’s Story. Shandee’s Story is the culmination of six months’ work by Thomas, the award-winning investigative journalist behind The Teacher’s Pet and The Night Driver podcasts. The podcast investigates a harrowing cold case. Shandee Blackburn was left to die after a frenzied knife attack as she walked […]
Greater Bank has won a Silver Award at the 2021 Step Two Intranet & Digital Workplace Awards with its Intranet Built on the Elcom Digital Employee Experience Platform. The global awards recognise outstanding contributions to the fields of intranets and digital workplaces, honouring remarkable solutions that deliver business value to their organisations and then share […]
Two new research reports have revealed key drivers for ‘commerce content’ and the massive revenue opportunity it presents for digital publishers and brands. Published by independent media organisations, commerce content allows readers to understand the goods and services promoted by an editorial team. It’s now a major part of the partnership ecosystem, and a way […]