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AGL, Vegemite and Boral have renewed sport and cultural sponsorship deals and BFGoodrich has signed a content deal with Surfing Australia. NZ Rugby announced a shareholder of its new broadcast partner and Terry Johnston launches a new agency.
AGL renews LGBTI+ festival deals
Energy company AGL has renewed its sponsorship of the annual Melbourne Midsumma Festival and the Queer Screen’s Mardi Gras Film Festival held in Sydney each year.
The company first sponsored the Midsumma Festival in 2015 and has increased its involvement year on year, by among other things, providing a photo booth and make-up studios for the event’s revellers.
AGL became a sponsor of the Queer Screen’s Mardi Gras Film Festival in 2016 and according to festival director Lisa Rose, the event could not run without the financial support of its partners.
Both deals were renewed for three years.
Johnston launches new agency, Sponsorship Ready
Brisbane-based sponsorship professional, Terry Johnston, has launched a new sponsorship sales agency specialising in helping clubs, associations, events, non-profits, schools and gyms secure corporate sponsorship.
The new business, Sponsorship Ready, has already received interest from surf lifesaving clubs in Queensland, Johnston said. His new firm offers sponsorship sales support and will conduct commercial workshops for clients.
Interesting broadcast deal struck in NZ
In a unique deal, New Zealand Rugby has signed a five-year contract with Sky TV through which it will receive a 5% equity stake in the broadcaster.
Industry insiders believe the deal would have been worth about $400 million, had it been negotiated without the shareholding. It is said to include All Blacks, Super Rugby, Mitre 10 Cup and other domestic matches.
Vegemite renews Barty deal with limited edition jar
Popular yeast-based spread Vegemite has renewed its sponsorship of Australian tennis star Ashleigh Barty.
To leverage the sponsorship, the Bega Cheese-owned brand will release a limited-edition jar featuring Barty’s signature with the contents to be renamed Bartymite.
BFGoodrich sponsors surfing broadcast
Tyre brand BFGoodrich has become a sponsor of Surfing Australia and will leverage the partnership through the naming rights to a segment during the broadcast of next year’s nudie Australian Boardriders Battle.
The Michelin-owned brand will sponsor the highlights section of the Boardriders Battle broadcast to be dubbed BFGoodrich Gripping Moments.
The partnership will also feature on mySURF.tv’s digital platform, Surfing Australia's social media channels and in the ‘The Hold Down’ TV show series that airs on Channel 9 nationally over the summer.
Boral renews Baseball Australia deal
Building and construction materials supplier Boral has renewed its sponsorship of Baseball Australia and will hold presenting rights to Team Australia until at least July 2021.
The company will also continue to sponsor women’s national team, the Emeralds, as they prepare for 2020 WBSC Women’s Baseball World Cup.
Baseball Australia chief executive, Cam Vale, said that Boral has played a key role in the achievements of the Emeralds as well as the growth of baseball in Australia over the past decade.
