The South Sydney Rabbitohs have ignored outrage over their involvement in the NRL in the Vegas season opener, extending their relationship with the NSW government’s Reclaim the Game initiative.
Meanwhile, Patties are serving up a taste of home for our Olympians in Paris, and Coles has signed on to support Football Australia’s grassroots program.
Welcome to B&T’s new look, Spotlight on Sponsors series. You may remember this format from the beginning of the NRL and AFL seasons, but this time, we are doing things a little bit differently. Once a week, we will break down all the major sponsorship news from inside the sporting world.
B&T unpacks all the latest news in sports sponsorship below!
South Sydney Rabbitohs x Reclaim The Game:
Despite the backlash surrounding the team’s involvement in the NRL’s season openers in Las Vegas, the South Sydney Rabbitohs have signed a three-year deal extension with Reclaim The Game. This NSW Government initiative challenges the normalisation of sports betting and advertising in sport. The deal’s extension comes after two years of work in which members of the Rabbitohs broader community have been incredibly supportive of the initiative.
“NRL games draw huge crowds and receive extensive media coverage. The NRL is highly intertwined with betting advertising and sponsorships, increasing the risk of gambling harm among fans,” said Alison Parkinson, director of the Office of Responsible Gambling.
“The Rabbitohs have been pioneers against the saturation of betting ads in the NRL, helping to make their game days a family-friendly experience. Family traditions often shape support for a club, and attitudes towards gambling can also be passed down through generations. We are pleased to see the Rabbitohs’ commitment to addressing this issue, highlighting the potential harms gambling can cause individuals, families, and society”.
The Rabbitohs will next play rivals Cantebury-Bankstown Bulldogs in the iconic Good Friday match tomorrow. Both teams are partnered with the Reclaim the Game initiative, so the match will again be completely free of sports betting advertising.
Patties x Paris Olympics 2024
Aussie food brand Patties Food Group was announced this week as an official partner for the Australian Olympic Committee (AOC) ahead of the 2024 Paris Summer Olympic Games. The three-year deal will see Patties Food Group’s famous Four’N Twenty become the official pie and performance brand Fitness Outcomes become the official ready meal of the Australian Olympic Team.
“Our Olympians are working hard to take on the world in Paris, and Patties Food Group is proud to be working beside them to enhance the Olympic experience for all who follow and are part of the Games,” said Patties Food Group chief executive Paul Hitchcock.
“We’re so proud to give the Australian Olympic Team the chance to enjoy a little taste of home while representing their country on the other side of the world, and we know fans will love tucking into their Four’N
Twenty pies as they watch all the action in Paris,” Hitchcock said.
“We know the support of the Patties Food Group family will play a big part in the success of the Australian Olympic Team in Paris in just a few short months, and we are proud to have them joining the AOC family. Thank you, Patties; we look forward to building a really special partnership over the next three years,” said AOC chief executive Matt Carroll.
Giants X SIXT
SIXT has signed on with the GIANTS for the 2024 and 2025 Suncorp Super Netball seasons. The deal will see the team supplied with a fleet of vehicles and offer a range of discounts to GIANTS members and NSW Netball participants.
The vehicles will help team members better engage with the community, providing a means to visit local schools and associations to support participation and engagement with the game.
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“Having SIXT Australia come on board for the next two seasons is a great fit for us as this partnership signifies our shared commitment to being community-focused organisations that focus on providing the best possible experience for our fans and customers while excelling in their field,” said GIANTS executive general manager commercial and marketing Yael Reed.
“Our partnership with the GIANTS Netball team & Netball NSW is a testament to our support of local communities across NSW, as well as our passion to encourage more kids to play sport,” said Murari Rijal, SIXT NSW director.
The GIANTS will kickstart their 2024 season on Saturday, April 13, in an epic showdown against West Coast Fever at Ken Rosewall Arena in Sydney Olympic Park.
Football Australia X Coles
Football Australia has announced Coles as the official Naming Rights Partner for its grassroots program, MiniRoos. The four-year investment will aim to secure the growth of community football in Australia and promote better lifestyle choices among young people.
The program, which is designed for children aged between four and 12, last year attracted more than 240,000 participants – a number that is expected to grow in 2024 off the back of the increased interest in the Matildas and the Socceroos.
In addition to supporting Football Australia at the grassroots level, Coles will become an Official Partner of the Subway Socceroos, the Commbank Matildas, and the men’s and women’s national youth teams. The supermarket giant will also support the Pararoos and Paramatildas.
“We are delighted to partner with Coles, one of Australia’s most trusted brands and an organisation that shares our vision for promoting an active and healthy lifestyle through football. Together, we aim to inspire future CommBank Matildas and Subway Socceroos while educating children and their families about the importance of maintaining a more active lifestyle for both physical and mental well-being,” said James Johnson, chief executive of Football Australia.
“We are really excited for what can be achieved through this momentous grassroots partnership with Coles and look forward to unveiling some new family-focused initiatives in the near future,” he said.
Did you miss our previous Spotlight On Sponsor articles? Check them out here.
Watch this space for all the latest sports sponsorship news!
