30 May 2025 04:01am
GIO has rejoined the NSW Rugby League sponsorship portfolio in a new multi-year deal that covers both community and elite programs, including a strong presence across women’s rugby league.
The Suncorp-owned insurance brand will feature prominently during State of Origin, with branding to appear on the women’s Blues coaches’ polo, the coaches’ box, team benches and dressing rooms at home matches.
GIO also takes naming rights to Team Picker, NSWRL’s digital fan engagement tool that lets supporters select their preferred Origin line-ups.
NSWRL chief commercial officer, Jodie Cross, said the deal reflects GIO’s renewed effort to re-position itself as a major brand in the state.
“They’re looking to really make a massive play in the New South Wales market again,” Cross told Sponsorship News. “It just made sense for them to come back with an iconic brand like the Blues that is so heavily entrenched in New South Wales.”
She said early discussions started around broader Suncorp brand opportunities but developed quickly into a focused partnership for GIO. “I had picked up discussions around other brands under Suncorp, but once there was a shift internally at GIO, the interest and momentum picked up very quickly,” she said.
The agreement was negotiated directly with GIO, without the involvement of external agencies.
GIO last partnered with NSWRL between 2012 and 2017, with branding on the playing kit and naming rights to the GIO Schoolboys Cup. Cross said the new partnership is focused less on traditional sponsorship assets and more on integrated community initiatives.
“They’re really focusing on grassroots and the community piece as well,” she said. “We’re already in discussions around supporting junior league clubs that have been through hardship, whether it’s rebuilding clubhouses, replacing missing kit, or helping flood-affected towns like Taree.”
The brand will also appear on junior development bibs worn by dummy halves and first receivers across community competitions.
Cross said early feedback from GIO indicated enthusiasm for innovation and relevance in campaign execution. “There’s a lot of brand play happening through IP use, radio and advertising, but there’s also a clear intent to bring those campaigns to life. They want to be visible, but they also want to be helpful and meaningful.”
She added the digital focus of the campaign is important, particularly with Team Picker providing both branding and data value. “It gives them great exposure, but it also aggregates data in a really smart way. It’s a strong alignment with their brand goals.”
GIO is also showing interest in expanding into the women’s rugby league space. “They’re really excited about the women’s proposition,” said Cross. “They see it as an area of growth and we’re working with them on ways to get more involved there.”
The return of GIO marks a full-circle moment for Cross, who previously worked with the brand during her time at the NRL. “It’s always nice to bring back a sponsor and rebuild those relationships,” she said.
NSWRL chief executive, David Trodden, said the brand’s legacy in the state made the return especially welcome. “[We] are very committed to acknowledging and celebrating our heritage so this partnership has great synergy, given GIO’s strong heritage and connection in NSW,” he said.
GIO executive general manager brand and customer experience, Mim Haysom, added, “This partnership incorporates support at the grassroots and community level all the way to our elite women’s and men’s Blues teams.”