Ford & Geelong agreement now longest running sports sponsorship
Ford Australia and the Geelong Football Club have signed a deal to extend their sponsorship until 2025, which will make it the longest running sports sponsorship in the world.
The announcement:
Ahead of the 2021 AFLW and AFL season, Ford Australia and the Geelong Football Club have announced the next chapter of what is believed to be the longest sporting sponsorship in the world, with a historic signing today that will take the partnership to 100 years by 2025.
Ford Australia President and CEO Andrew Birkic and Geelong Football Club CEO Brian Cook signed the contract at the GMHBA Stadium, securing the deal for a further five years.
First signed in 1925, Ford and the Cats are believed to have the longest-running partnership in sporting history. This milestone demonstrates the long-lasting bond between the two Victoria-based organisations, and Ford’s ongoing commitment to Geelong, with its global research and development hub in Norlane, Geelong, the Ford YouYangs Proving Ground, and strong roots embedded across the community.
“If there’s one thing footy and Ford have in common, it’s the dedication and passion of their fans right throughout our histories,” said Andrew Birkic, President and CEO, Ford Motor Company, Australia and New Zealand.
“To put it into historical terms, Ford first signed on when we were making Model T and we’re still here with the Club as our Australian team works on autonomous technology and vehicles that will speak to traffic lights. We’ve gone through a world war, 24 prime ministers, and nine Geelong Premierships together,” Birkic adds.
A significant moment for Ford Australia’s marketing team and all involved in the sponsorship, it’s been a great milestone to kick off a big 2021. According to Daniella Winter, Marketing Director, Ford Australia and New Zealand: “Announcing the extension of this sponsorship to 100 years is important for our brand and legacy in Geelong, and fitting given how ingrained Ford and AFL are in Aussie culture.
From the Ranger Wildtrak or brand-new Ranger FX4 Max helping tradies and families load their cargo, to the all-new Puma and Escape SUVs zipping around the city or down the coast for a weekend away, our vehicles are there every step of the way. We’re excited to kick off the year with a bang and look forward to sharing many more announcements this year,” Ms Winter adds.
Following the upheaval of 2020, which saw the relocation of the AFL competition season and Ford Australia transfer most its team of more than 2,700 to work from home, resilience and mateship is yet another theme the Cats and Ford have in common.
“There is a lot of uncertainty in the world, but one thing we can all count on is the ongoing successful partnership between the Geelong Football Club and Ford,” Geelong Football Club CEO Brian Cook said.
“As the club’s sole major sponsor, we are thankful for the support that Ford has given us over the past 95 years. We believe this is the most enduring partnership in sport, and we see this partnership surpassing the century,” says Brian.
Today’s announcement, held at the Cats’ home ground, GMHBA Stadium, saw the official commemorative signing of the contract to take the sponsorship through to 100 years.
Flanked by Geelong superstars Joel Selwood, Patrick Dangerfield, Meghan McDonald and Becky Webster, the signing was shared by Ford’s own showstoppers, the all-new Puma SUV and all-new Escape.
As part of the official sponsor partnership, Ford’s logo will be included on all home and away guernseys, as well as official training uniforms and media attire for players and coaching staff. Members of the Cats player leadership team also have long term loan vehicles including the Ford Ranger Raptor and all-new Puma.
For more information on the Ford Australia and Geelong Football Club partnership, visit www.ford.com.au/about-ford/sponsorship/geelong-football-club
Source: Pulse media release
