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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.

Franchise 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.

As part of the newly-inked agreement McDonald’s is introducing the ‘Macca’s Half-Time Heroes’ series of small-sided games played at half-time.

The new initiative aims to encourage families to experience football firsthand, supported by ticket giveaways and competitions.

Amanda Nakad, marketing manager, McDonald’s Australia says “We’re proud to play an active role in communities across Australia, and are thrilled to be a foundation partner of the Australian Professional Leagues.

“Working together, we hope to help further connect fans and players to the sport they love, ultimately getting more people playing, watching and supporting the great game of football.

“Football has a terrific atmosphere – everyone is made feel welcome at their local A- and W-League or junior club and feels immediately at home. We love that aspect of sociability and familiarity, that’s so aligned to what we strive to provide in our restaurants.”

Ant Hearne, chief commercial officer of APL, says the partnership with McDonald’s is an exciting development for football at all levels.

“Our shared passion for the game is at the heart of our partnership with McDonald’s, and they have recognised the unique moment in time for the growth of our game.

“We’ve got two million people playing football in Australia and we want to give them the best possible access to the highest level of football in this country through APL.”

RED ROOSTER AND SYDNEY ROOSTERS

A brilliant boost to the brand for Red Rooster franchisees as the well-loved chicken chain adds another three years to its Premier Partnership with NRL club the Sydney Roosters.

The newly-extended partnership means footy fans will see the Red Rooster logo appear regularly at the league club until the end of 2023.

Red Rooster’s logo will be displayed on the back left panel of the NRL playing shorts, and across LED and on-field bolster signage at all Roosters home games.

Red Rooster CEO Clint Ault says “It’s wonderful that this partnership between two iconic Roosters will continue for a further three years, and we look forward to working with the team at the Roosters on a number of unique fan engagement initiatives for members and fans.”

The brand has also just been unveiled as the club’s Official Membership Partner. That means 2021 Sydney Roosters Membership Packs will include Red Rooster vouchers and special discounts for members.

The deal should help franchisees boost sales, particularly as the restaurant chain plans to launch a brand new menu that brings fried chicken to the table.

Red Rooster is one of three iconic chicken brands sitting under the wing of Craveable Brands; Oporto and Chicken Treat are also in the group.

BATTERY WORLD AND AUSSIE RACING CARS

Battery World signed up as naming rights partner for Aussie Racing Cars’ Super Series.

Johnny Kennedy, Battery World GM, says the partnership strengthens the well-known chain’s position as Australia’s leading battery retailer.

As part of the deal Battery World gains prominent branding on all of the vehicles in the Aussie Racing Cars Super Series.

Battery World’s associated company, Yuasa, will become the official battery of the Super Series and all race cars will be fitted with a Yuasa high performance battery.

Johnny says “With 2021 being an extremely successful year for Battery World, our 110 stores are extremely excited to see what this partnership will deliver to the business”. n