GQ Australia has announced luxury automotive brand Defender, a part of the Jaguar Land Rover group, as presenting partner for GQ Men of the Year 2024.
GQ Men of the Year Awards 2024, in association with Defender, will be presented on December 4 at White Bay Power Station, recognising and celebrating extraordinary people who have achieved success and continually raise the bar in their chosen field.
A special GQ Men of the Year collector’s edition will also be published in The Australian, the most-read national newspaper in the country with a monthly cross-platform audience of more than 4 million*, following the event.
A marketing and editorial campaign will support the Awards and sponsorship across all the GQ Australia platforms, with content amplified nationally across The Australian’s social platforms and the wider News network. Defender, as part of their naming rights, will receive video, social amplification and commercial content prominence across a hard-to-reach prestige demographic.
Supporting partners have also been revealed. Belvedere Vodka is returning for the 2024 GQ Men of the Year awards with Michael Hill and W Sydney also on board this year.
“Last year’s GQ Men of the Year was our most successful ever. The collector’s edition powered 12.6 per cent readership growth on the previous quarter, the campaign had a social reach of 6.8 million^ across GQ Australia’s Instagram, Facebook and TikTok, and total video views of 1.6 million^ across Instagram and TikTok,” said GQ Australia Editor-in-Chief Jake Millar.
“I’m excited to announce Defender as our presenting partner for 2024, with JLR stepping up from their role as supporting partner for the last two years following great results. We’re both aligned in celebrating exceptional talent and the next generation of role models. We look forward to joining them as we toast all of this year’s winners – a celebration of remarkable talent from the worlds of entertainment, sport, art, music, fashion and beyond, and a showcase of the values at the heart of GQ today”.
“Defender is proud to be the presenting partner of the GQ Men of the Year 2024 awards, where we pause to celebrate those extraordinary people that have unlocked their full potential and are masters in their chosen field. It is fitting that the new Defender OCTA will be showcased at this year’s event; the new master of extreme performance on- and off-road, and the very definition of breadth of capability,” said JLR Australia head of communications Rowena Vas.
“After the outstanding success as supporting partner of the awards for the last two years, in 2024 we have uplifted our involvement to presenting partner. Defender and GQ Men of the Year’s strong alignment of celebrating the exceptional who are driving positive change was central to our decision”.
GQ Australia is inserted as a quarterly magazine in The Australian. It has a monthly cross-platform audience of more than 320,000 and a social media footprint of 458,000.
