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Energy giant Santos has signed a wide-ranging sponsorship deal with the Queensland Rugby Union that sees it join St George Bank on what becomes the most lucrative jersey in Australian rugby.
The four-year deal makes the energy company an elite sponsor of the QRU with the package to include elite, grassroots and community inventory.
As well as branding on the top back of the Queensland Reds and Super W team jerseys, Santos will also be the naming rights sponsor of the QRU’s Rookies2Reds program and the Super 6 Schools competition.
A spokesperson from the club told Sponsorship News that the Queensland Rugby Union enjoys a unique position in Australian rugby as it can package sponsorship inventory from the elite teams right through to the grassroots and community.
The spokesperson said that sponsors understand that the QRU has more than one profiled professional team and administers all levels of the code across both genders, right down to the grassroots. He said it is able to offer partnerships to engage rugby families across the state from under sixes, junior representation teams and girls’ sevens rugby to Super Rugby.
“It is an attractive proposition to companies like St George and Santos who want to connect with Queensland communities”, the spokesperson said.
This creates significant and multifaceted sponsorships, he added.
Santos was particularly interested in the QRU’s new Super 6 Schools competition that launched last year. This involves 15-a-side rugby teams from high schools that have not traditionally participated in the sport. The program has expanded from one competition at its launch last year to the five now covering metropolitan and rural Queensland.
