Holden has finalised a three-year deal to sponsor the National Football League, replacing Toyota as the NRL’s automotive brand backer.
The deal – which the Herald Sun is reporting to be worth $10m – marks a return for the Melbourne-based car manufacturer’s ties with the NRL, having backed the sport 15 years ago.
Holden will sponsor the State of Origin series, rugby league team the Kangaroos and the under-20s competition, now known as the Holden Cup.
The announcement comes as Holden reaches the conclusion of a creative agency review, with speculation mounting that Melbourne independent agency AJF is to land the entire account.
Holden boss Mike Devereux said in a press release: “Holden and the NRL are two iconic Australian brands looking to grow together into the future. This sponsorship is the strongest indication yet that Holden is back, bigger and better than before, with a long term commitment to building and selling cars in Australia, and investing in Australian talent.”
“Over the next decade Holden is investing over a billion dollars in our Australian manufacturing future to continue making world class cars and today we have made our first move to substantially enhance our marketing by partnering with the NRL, one of Australia’s top football codes,” he said.
The sponsorship deal comes as Holden prepares to launch the new VF Commodore and Cruze models later this year.
Devereux said the high TV ratings for NRL matches in recent seasons influenced Holden’s decision to back the league.
He said: “The Holden State of Origin is the jewel of Australian sport. Amazing game, millions of viewers, interstate rivalry and supreme athleticism. And I’ll be heading to one of Australia’s favourite games in one of Australia’s favourite cars, the new VF Commodore.”