Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
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.
View this post on Instagram
“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!
Please login with linkedin to comment
2024 Paris Olympics Football Australia netball australia NRL Patties south sydney rabbitohs Sports Sponsorship spotlight on sponsorsLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.