Australian Football League club Essenden has agreed two new sponsorship deals believed to be worth around AU$500,000 this year.
Travel goods company Antler Luggage agreed a deal to become Essendon’s 2009 season shorts sponsor. Sports betting company Betezy agreed a three-year deal to become the club’s exclusive sports betting partner.
The Australian Sponsorship News website reports that Antler Luggage director Sonney Roth said sports marketing has played a significant part in the company’s recent growth. He said as well as developing consumer brand awareness, the sponsorship assists the company in maintaining a high profile with retailers.
“Half the battle is to get your product on the retailer's floor,” Roth told Australian Sponsorship News. “The profile of sponsorships like the one with Essendon gives retailers another reason to stock the brand.”
Australian Sponsorship News quotes Betezy general manager Ryan Kay as saying its deal includes a joint-venture betting website, from which the club receives revenue, as well as a traditional stadium-signage-based sponsorship.
