Commbank buys Socceroos naming rights in six-year Football Australia deal
Commonwealth Bank is heavily increasing its investment in Football Australia, with a landmark deal signed on Thursday morning that will see it become a major sponsor “at all levels”.
The six-year, multi-million dollar deal, commencing September 1, will see Commbank become the naming rights partner for the Socceroos, as well as the Emerging Matildas and Emerging Socceroos championships.
Subway was the previous naming rights partner of the Socceroos. Football Australia issued a media release earlier this week sharing that the agreement will conclude in August, following the “natural completion of the current contract term”.
Commbank’s initial partnership with Football Australia began in 2021, which saw it become the naming rights partner of the Matildas, Junior Matildas, and Young Matildas. It was also already the official banking partner and financial wellbeing partner of Football Australia.
According to Football Australia data, since that partnership began, women’s and girls’ football participation has increased by 27% and Matildas game attendance is up more than 100%.
Through Commbank’s Growing Football Fund, over 230 grassroots clubs and associations have received grants of up to $5,000 to support programs and initiatives. Commbank’s latest investment is aimed at keeping young people engaged in the sport from grassroots to elite levels.
Commbank’s CEO, Matt Comyn, hopes the now ten-year partnership will continue to “help drive positive and lasting change for the game, players and communities”.
“CommBank is proud to play our part in extending the incredible growth we’ve seen in the female game over the past few years into all facets of the game, including the men’s, para athletes and youth competitions — we are committed to promoting supporting inclusivity, keeping communities connected, and ensuring a brighter future for all,” he said in a media release.
Football Australia’s interim CEO, Heather Garriock, said this is “so much more” than a sponsorship agreement.
“…it is a values-aligned business partnership through which we will innovate and support each other in many ways — with a core aim of improving the lives of Australians through the world game right across the country. We look forward to embarking on this next step in our journey together,” she said.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Good move by CommBank if you look at the sports participation figures for kids: soccer is second only to swimming and well ahead of NRL and AFL.
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