It wasn't too long ago that the Carlton Football Club couldn't attract major sponsors to the club, so to be in such a healthy position today is a very pleasing thing for all members and supporters. In fact it was this time 5 years ago that the club advertised for expressions of interest for its major sponsorship properties in the Australian Financial Review.

As it stands today, we have yet to re-sign Hyundai, whose 3 year Sponsorship deal of the club expires on November 12, 2010. Sportingbet have extended their association with the club for a further 2 years. Hopefully there's some more good news just around the corner.

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Hyundai Motor Company Australia Pty Ltd
Type: Joint Major Sponsor
Property: Joint Jersey
Level: 1 Ends: Nov 2010 $1.6 million est
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Mars Snackfoods
Type: Joint Major Sponsor
Property: Joint Jersey
Term: 3 Years
Level: 1 Ends: Dec 2012 $800k est
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Visy Industries
Type: Naming rights sponsor
Property: Visy Park
Term: 3 years
Level: 2 Ends: Aug 2011 $5,000,000 (over 3 years)
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TeleChoice
Property: Match Ball
Term: 4 years
Status: Renewed 2009
Level: 3 Ends: Oct 2012 $150k est
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Nike Australia
Type: Performance Partner
Property: Apparel + Coaches Box
Level: 3 - $200k est
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Optus Communications
Type: Telecommunications Sponsor
Property: Shorts
Level: 3 - $350k est
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Coca-Cola & Coca-Cola Amatil (Coke Zero)
Type: Premier Partner
Level: 4 - $250k est
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IKON
Type: Premier Partner
Level: 4 - $200k est
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MC Services
Type: Premier Partner
Level: 4 - $200k est
-----------------------------------------
Jacob's Creek
Type: Premier Partner
Level: 4 - $250k est
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SPC
Type: Premier Partner
Level: 4 - $200k est
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Sportingbet Australia
Type: Premier Partner
Status: Renewed 2010 (further 2 years)
Level: 4 - $200k est
-----------------------------------------
Windsor Management Insurance Brokers
Type: Premier Partner
Level: 4 - $200k est
-----------------------------------------

Wasn't too pleased when we lost the Malaysian sponsorship. It was the biggest in the AFL in my opinion. From memory it was never meant to be long-term though, was it?

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Premierships: 1869, 1871, 1873, 1874, 1875, 1877, 1887, 1906, 1907, 1908, 1914, 1915, 1938, 1945, 1947, 1968, 1970, 1972, 1979, 1981, 1982, 1987, 1995.

"GIBBS."

The greatest football club in the world, why wouldn't you want to be a part of it.

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'The Carlton people are spirited & I'm the same as them, they have life in them, they have humor, they're arrogant, they're cocky & they're proud. And that's what I want my team to be.'

No, it was never realistically going to be long-term no matter what benefits were derived from it at the Malaysian end of the deal. Simply a case of the outgoing Malaysian Tourism Minister spending as much of his budget while he still had the support of the PM. It was a nice deal though and good for the club to be associated with a sponsorship slightly outside the norm. The sponsorship helped lift inbound tourism to Malaysia from Victoria and Tasmania by 27% and provided Tourism Malaysia with over $2 million in media exposure in the Australian market.

At present I'm more than happy with the co-major sponsorship structure we have with Hyundai and Mars. They generate a higher overall return, lessen the risk faced from relying on a single major sponsor and in Carlton's case, the two co-major sponsors are from completely unrelated industries.

So..what you are saying is something MASSIVE is gonna happen this Friday

Btw, how much was the Malaysia deal worth?

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This is largely correct except the Malaysian Tourism Minister was a "she" and not a "he".

Re Hyundai, if you happened to attend the Australian International Motorshow in Sydney over the last week or so you couldn't help but see the giant mural at the back of their stand which features Chris Judd in action with the Hyundai logo prominent on the Jumper.

If this is any indication of their commitment to the ongoing sponsorship then it appears to be very promising.

Thursdays are always a much better option for announcements.



Carlton never divulged how much the deal was worth. I suspect it was not all that lucrative given when it was signed. The best thing to come out of it was the trip to Malaysia and the players and coach spending some time with Richard Pratt...something they'll never forget no matter what they do in their lives.

I thought we lost Jacobs?

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This type of slight is alien in the more cultured part of the world - Walsh. Its up there with mad dogs, Englishmen and the midday sun!

Hopefully $14.01m over 5 years

Those ground naming rights are fairly hefty for a ground that doesn't get used any more

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"I had to eat"

Are they Repucom numbers?

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"The best argument against democracy is a five-minute conversation with the average voter" - Winston Churchill.

Do you know the panic this would have caused


If you didn't post this

esp with the Pies bagging CGU this week

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T E A M

I think the association with Hyundai has worked well, although to be brutally honest I don't see anywhere near as much B2C marketing as I did when the relationship commenced. Hyundai were doing well with the i30 and both tied in the 'environmentally friendly' Blues to their campaigns. I think the relationship we have with Visy was the driving catalyst in the initial deal, coupled with the successful 6-year association we had with them commencing in 1995 which really put them on the map in Australia.

This past financial year Hyundai threw a lot of cash into World Cup sponsorship and have already committed to extending their association with the A-League, Masters Golf and the Hopman Cup. They have small associations with Fremantle (200k) and Brisbane (400k), but their only large association at AFL level is with Carlton at 1.6m per year.

As for the Pies...it just shows what a bulging membership and winning the flag can do. Emirates are on board for another 4 years at $1.5m a year, CGU for 7 years at a cool 2 million a year and Westpac kicks in another $2m for naming rights and community partnership sponsorship. Throw in the other tiers and the Pies receive $7.6 million a year in Sponsorship monies alone.

Compare that to the Blues and we're sitting around $6.2 million a year. Not bad, but in reality, one major sponsorship behind the Pies. Which is why the Hyundai deal, and any others that come our way - are extremely important. No doubt Greg Swann and Anthony Barham are hard at work as we speak.

There must be a balance between an association that brings brand awareness and an association that ties the company to a single club in a 17 team comp.
We saw here that CGU sponsoring Collingwood meant a few Carlton fans looked for another insurer.
But nothing is more Geelong than their sponsorship from Ford and that has no negative impact on another fans.

When I bought Kaspersky antivirus last year, i thought of myself as supporting the Dees. Ditto if I buy Mission taco shells and the Dogs. Both are average products btw.

I think Hyundai have to get value for their money and they do. Their brand is definitely out there being Carlton's chief sponsor. At the same time, they can't be known as Carlton's sponsor first and foremost. There's a lot of bitter people out there.

I think using Judd, murphy, Gibbs works because they have universal recognition and respect. Using the assocciation with Visy works also because Visy have a strong reputation in environmental issues. But they cant overplay the Carlton link. IMO

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T E A M

I think the association with Hyundai has worked well, although to be brutally honest I don't see anywhere near as much B2C marketing as I did when the relationship commenced. Hyundai were doing well with the i30 and both tied in the 'environmentally friendly' Blues to their campaigns. I think the relationship we have with Visy was the driving catalyst in the initial deal, coupled with the successful 6-year association we had with them commencing in 1995 which really put them on the map in Australia.

More on Hyundai at the recent Australian automotive motorshow.

Hyundai launched a concept car called "Blue Will", a plug in Hybrid vehicle
It's what they see as their future for environmentally friendly cars

I don't think its going to hurt our chances of retaining the sponsorship with a name like that

Agreed for the most part. It's a strategic part of a company's marketing plan now, it's no longer just, 'let's hang a sign, turn up to a lunch and have a beer with some customers' which was what occurred in the past.

I doubt CGU would worry about the couple of hundred who changed their house and contents insurance over to another provider. They're owned by Insurance Australia Group (IAG), who have been involved in footy sponsorship in the past with some of their other brands (NZI - North Melbourne) and SGIO (West Coast). They also own NRMA and China Automobile Association - China's equivalent of the RACV. So they're not short of coin and they understand sports sponsorship. So do Collingwood, and they'll receive $14million over the next 7 years.

CUB had a nice Carlton connection - without worrying the average punter who drank one of their beers. Lucrative AFL sponsorship means we're unlikely to see that occur again. But a long association does marry a brand to it's recipient sponsor in the mind of the consumer. AVCO finance will always be remembered as Carlton's sponsor. Hard Yakka to Collingwood, Ford to Geelong, Camry to Adelaide and Hungry Jacks to West Coast are ones that immediately spring to mind.

We're banking on the Visy sponsorship being very long term. And all indications are that it will be. In my opinion, that benefits Hyundai, but they're going to have to figure out for themselves if they deem the benefits, type and length of sponsorship appropriate going forward.

NAB are the naming rights sponsor of AFL Auskick, the AFL Draft, the Under-age State competition, the AFL-AIS Academy and the AFL Rising Stars Program and the Pre-Season Competition. If I were Hyundai, I'd be trying to muscle in on one of these. In terms of exposure, the Auskick deal would be far more lucrative than a stand alone club sponsorship.

While we're on the subject of Sponsorships and Carlton - here's a great photo from the late 70's...featuring Jezza with the AVCO logo on the back of the jumper during a pre-season match. Chasing the great one is none other than John Murphy - Marc's Dad, who was a great player in his own right, and with regard to fitness levels - well before his time.

That is interesting. When sponsors names on the back of jumpers became the norm in the 90's the blues were last to jump on board.

Lucky for us, the whole "non competetive sponsor arrangement" with Toyota means they can't.

Sponsorships work best if they are long term. Because they just creep into your psyche. Outside of Geelong, Ford does very little advertsing that involves the GFC. But Ford and GFC are a well known partnership.
Less so Melbourne and Kaspersky which strikes me as a one-off. Like Carlton and Mayne/Toshiba/Dan Murphy

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T E A M

Word on the street is that Toyota wants out of the AFL sponsorship. Ironically, all Toyota-AFL related sponsorships (AFL, Adelaide Crows, West Coast Eagles) cease at the end of the 2011 season. That'd also be coinciding with the end of the AFL's broadcast arrangements. And in December 2011, NAB ends its Official Partner Sponsorship with the AFL...that's worth $4 million per year.

Lot's of things for Hyundai to consider.

Hyundai A-League and Hyundai AFL?

Are Hyundai in a position to drop their A-League commitments?

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T E A M