CUPRA named official automotive partner of Socceroos and Commonwealth Bank Matildas

Volkswagen Group Australia’s performance car brand CUPRA has partnered with Australia’ national football teams to support the professional development of men’s and women’s football in Australia.

The partnership will extend to the men’s Socceroos, women’s Commonwealth Bank Matildas and national youth teams, and will see CUPRA featured on the Socceroo’s training are as well as collaboration from both parties on content campaigns and fan experiences.

CUPRA is also the global official partner and official automotive partner of FC Barcelona in Spain.

The partnership comes less than a year after the appointment of CUPRA Australia brand director Ben Wilks who joined the brand in the week of its launch from his previous position as general manager, sales for Volkswagen Passenger Vehicles.

CUPRA Australia Director Ben Wilks said, “Football is the world game and a sport that invokes enormous passion in fans everywhere. To be partnering with our national women’s and men’s team throughout not one, but three global tournaments is a source of immense pride for the entire CUPRA Tribe, and we can’t wait to get behind the teams in their quest for glory, and share our passion with the teams’ fan base of over seven million people.”

To launch the new partnership CUPRA and Football Australia collaborated to create a digital spot featuring some of Australia’s up-and-coming football talent and National Team players. The film, which depicts a neon-lit rooftop game of street football being joined by Australia’s best players, also unveils the CUPRA Formentor in its first appearance in Australia prior to launch.

Football Australia CEO, James Johnson, was pleased to be partnering with CUPRA, a brand that already has strong ties to football.

“Football Australia is proud to have partnered with CUPRA, a new and exciting performance car brand that will bring great energy to the Australian market. Over the past 18 months we have worked hard to align football with commercial partners that believe in our sport, and recognise our game’s unique ability to unite and excite Australians. CUPRA has impressed us with its bold vision for the future, and we’re delighted that CUPRA has chosen football, and specifically our engaging and iconic national teams, as their first partner in the Australian market,” said Johnson.

Earlier this month Football Australia entered a new partnership with The Walt Disney company to produce an Australian-commissioned docu-series about the Commonwealth Bank Matildas.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.