Football Australia has announced a three-year partnership with Subway which will see the fast food chain become the naming rights partner of the Socceroos men’s national soccer team.
The contract is worth almost AUS$12 million (US$7.92 million) over its three years, according to the Sydney Morning Herald (SMH), making it the largest ever sponsorship deal for an Australian national team.
The global sandwich chain will gain prime brand visibility across the Socceroos training and off-field apparel, as well as on team mascots.
Further to this, Football Australia and Subway will work on branded content, customer experience and matchday activations.
Subway will also acquire the naming rights to the men’s youth teams and become a partner of the Matildas, as well as the Australia Cup domestic club knockout competition.
Football Australia has now filled its naming rights inventory for the national teams, with the Subway deal following a four-year partnership signed with the Commonwealth Bank of Australia (CBA) for the Matildas last year.
“Subway joins us at a time of unprecedented interest and growth in Australian football,” said James Johnson, Football Australia chief executive.
“The team at Football Australia has worked tirelessly to strategically position our iconic national teams in an increasingly competitive market and this record-breaking partnership, which follows a series of other commercial announcements over the past two years, demonstrates how deeply the Subway Socceroos and CommBank Matildas resonate with the Australian public.
“We are delighted that together with Subway, we can write the next chapter of Australian football and we welcome them to the Football Australia family,” Johnson concluded.
Shane Bracken, Subway country director for Australia and New Zealand, added: “Subway is proud to be partnering with Football Australia at such an exciting time for the game – not only across the national men’s and women’s teams, but as junior players move through the ranks and become our next line of role models and heroes.
“Our Aussie football stars have a huge few years ahead of them and Subway is looking forward to being part of the journey and helping make the game of football even bigger than it is right now.
“From one green and gold team to another – we’ll be cheering from the sidelines and across our stores.”
SOURCE: https://www.sportspromedia.com/news/football-australia-socceroos-subway-naming-rights-deal/