Big Bash League’s Sydney Sixers open sponsorship opportunities after Purina departs
The Sydney Sixers have started the hunt for a new sponsor after parting ways with Purina following a successful three-year partnership.
The announcement:
The Sydney Sixers have an exciting partnership opportunity up for grabs from BBL|07, following the decision of Purina Supercoat to part ways with the Club after the upcoming season.
Purina, having partnered with the Sixers since BBL|03 (2013) through their brands Ruffs and SUPERCOAT, have decided to move on from the partnership following a change in their strategic marketing direction.
Far from being disappointed with the relationship, Purina said the partnership helped drive their commercial and brand outcomes, particularly over the past three seasons, and were full of praise for the brand.
“Our partnership with the Sydney Sixers over the past three seasons has gone from strength to strength as the Big Bash League has continued to grow,” said Dominique Bielecke, Marketing Manager, Dog & Treats Portfolio.
“It has allowed us to create one on one brand experiences with our consumers and amplify our brand communications throughout summer.”
Their departure opens up an exciting opportunity for a brand looking to target families through a broad attendee and viewership market that delivers the message in a fun and entertaining way.
The Sixers drew an average TV audience of 1.035 million viewers for their matches last season, and number that has seen growth year on year since the Channel Ten broadcast deal came into place.
Additionally the Club attracted over 111,000 attendees to their four home matches last season, another figure that has seen double digit growth since the inception of the BBL in 2011.
The Major Partnership opportunity offers not only media facing assets such as uniform and LED signage, but also an engaging opportunity to connect with one of Australian sports most family friendly demographics.
The Sixers also have the highest social media following of any BBL Club on Facebook and Instagram.
Sydney Sixers General Manager Dominic Remond thanked Purina for their commitment to the Club.
“We thank the team at Purina for their fantastic support over the last 4 years,” Remond said.
“They have really embraced the partnership and leveraged their assets to drive positive outcomes for both the Sixers and Purina. Their Pet XI activation, which will be back in BBL|06, has been a stand out with fans.
“Whilst we are sad to see the relationship ending, it provides a fantastic opportunity for a new player to partner with the Sixers, the No. 1 property for mums and families over summer in Sydney.”
Source: Sydney Sixers press release
