LEADERSHIP
HERO IMAGE The roar of an engine, the kick of a ball...sports-loving Aussies are thrilled by competitive games so for franchise brands to tie-up with a national or local club makes perfect sense.
F
ranchise chains love to align with other successful brands and forging a partnership with a sports brand is a popular step. Whether franchisors sign up brand ambassadors from the field of sport - think Battery World’s link with rugby’s Honey Badger Nick Cummins - or sponsor a club or a competition, they are often eager to be associated with sporting champions. Managing director at The Marketing Lab, Kelli Ponting, points out the value to a business, particularly a franchise. “Sponsorships can be a great way to drive brand awareness at a large scale, and when done well can really enhance public perception. If we know local area marketing works for franchisees because it creates a connection with a local community, sponsorships can do this but on a larger scale for the entire brand.” Kelli insists it is crucial for any brand association to really align with the franchise and its target market. “While sponsorships themselves often occur without the overt push to buy like traditional marketing does, a good sponsorship provides a solid foundation for subsequent marketing to have more of an impact. “This means that the local area marketing franchisees are doing, will leverage the brand equity and positive sentiment that comes from the sponsorship. This helps with the overall effectiveness of the marketing mix,” she points out. So who is stepping out with sports names this year? These four brands have all recently aligned with, or re-signed, clubs or competitions.
ARAMEX AND CRONULLA SHARKS Footy fans will be seeing courier firm Aramex’ branding throughout the 2021-22 NRL seasons as the franchise signs up as major sponsorship partner of the Cronulla Sharks. The signature red Aramex branding will now appear front and centre of Sharks jerseys for the national NRL audience, and signage will be displayed at Jubilee Oval home games in Kogarah and across digital assets. Peter Lipinski, CEO Aramex Australia,
says he is looking forward to delivering success for Sharks fans and franchisees through the sponsorship. “With 25,000 Australian business customers and counting, Aramex is committed to supporting the local communities our franchise partners operate in, and we know Sharks fans represent one of the most incredibly passionate groups in the NRL,” he said. “This sponsorship will provide a boost for the team and their fans moving into the new season, and put our franchise network on millions of TV and phone screens across Australia for the next two years.” The courier firm is banking on the new deal raising the profile of the brand as it starts its hunt for another 300 individuals to join the network of 900 independently owned and operated courier franchises. Peter Lipinski explains there has been a boom in demand due to the growth of ecommerce. Last year Aramex delivered more than 37 million parcels and is seeing strong growth in the first weeks of 2021. “Covid has given us the opportunity and the need for an additional 300 franchise partners in 2021 to capitalise on surging demand in Australian ecommerce as we all adapt to this new normal. This partnership will support that goal and help grow our Aramex Australia franchise family,” he says.
Originally the Fastway business (started in New Zealand in 1983), in 2016 Fastway Australia became part of the Aramex group, which operates logistics and transportation solutions in over 354 locations across 60 countries.
MCDONALDS AND SOCCER LEAGUES McDonald’s Australia is partnering with soccer’s newly formed Australian Professional Leagues (APL) in an initiative designed to boost the connection between grassroots participants and professional football. In the deal McDonald’s takes on the mantle of Official Quick Service Restaurant Partner and McCafé the Coffee Partner to the A-League, Westfield W-League and the E-League. The relationship will also extend to nine APL clubs, including three new relationships with Brisbane Roar FC, Macarthur FC and Western United FC. In December 2020 four football leagues (A-League, W-League, Y-League and E-League) moved from the governing body Football Australia to the new organisation which will operate the competitions. The APL has exclusive rights to use intellectual property rights associated with the E-league (online gaming) brand.
MAY/JULY 2021 | 40 | WWW.FRANCHISEBUSINESS.COM.AU
