Holden has embarked on a major sponsorship deal with two of Australia’s major football codes.
A multimillion dollar agreement with the National Rugby League means that for the next three years Holden will be their official car partner with exclusive naming rights to:
The Holden State of Origin Series between New South Wales and Queensland
The Holden Kangaroos, Australia’s national rugby league team
The Holden Cup (NRL National Under 20’s Youth Competition)
The Holden National Under 20’s State of Origin Series
The Holden One Community Monster Raffle
Another three year multimillion dollar sponsorship deal with the Collingwood Football Club sees Holden become a Platinum Partner, Head Coach and Coaches Partner, and the exclusive Motor Vehicle Partner.
Managing director Mike Devereux says the partnership is a great fit, with both iconic Australian brands seeking future growth.
“We are sending a strong message that Holden is back, bigger and better than before, with a long term commitment to building and selling cars in Australia,” says Devereux.
“In a year when we’re set to launch our new VF Commodore and significantly updated Cruze, there’s no better time than now to promote our products.”
“Over the next decade Holden is investing over a billion dollars in our Australian manufacturing future and we have now made our first move to substantially enhance our marketing by partnering with the NRL and AFL.
“Holden has committed to help rugby league develop in local communities through fundraising opportunities for local clubs with the Holden One Community Monster Raffle, and assisting in developing NRL stars of the future through the U20’s competition.
“The Holden Cup has a fantastic approach to preparing young players for life beyond sport: no work or study – no play. “
In recent years the State of Origin Series has become a regular feature in the Top 5 Free to Air television events of the year, and in 2012 State of Origin 3 was the highest rated program nationally (4.03 million viewers).
In 2012, Collingwood Football Club drew an average crowd of 60,000 to home matches, and on average, one million people tuned in to watch Collingwood matches on television each week. Collingwood is on track to reach its goal of signing 80,000 members in 2013.
“This deal will give the Holden brand the exposure we need to cement our success this year, and into the future.” says Devereux.
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