Youi partners with NRL as new sponsor of referees

Insurance company Youi has signed a sponsorship deal with the NRL to have its brand emblazoned across the shirts of the football code’s referees.

Youi is replacing AAMI as the NRL's referee sponsor.

Youi is replacing AAMI as the NRL’s referee sponsor

The move by the insurer sees the brand replace AAMI, with Youi signing on as the sponsor of referees for the next two years.

As part of the deal the NRL will align the code’s officials with Youi’s ‘Make It Count’ marketing campaign.

Andrew Abdo said that the new sponsorship was a boost for the game as Youi sought to cut through the crowded insurance market and also paid tribute to AAMI’s support of the code in previous years.

“It’s exciting for the NRL to work in collaboration with a dynamic brand renowned for its enterprising approach to insurance,” Abdo said.

“AAMI has been a long-term partner of the NRL match officials as well as the Country-City fixture, and in the process has been a great contributor to enhancing the status of our match officials from grassroots to the elite level.”

Prior to AAMI, eye care specialist OPSM was the sponsor of the code’s referees, while in the UK SpecSavers has also been a sponsor of referees

The deal is believed to be worth several million dollars to the code over the course of the two-year contract.

Youi Group chief marketing officer, Hugo Schreuder, said the sponsorship was aimed to tap into fan’s passions.

“Youi Insurance is proud to align our passion for supporting our clients with the passion of the NRL, the refs, the players and the fans,” Schreuder said.

The brand is part of South African-based OUTsurance which set up Youi in Australia in 2008.


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.