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SBD Global/February 1, 2013/Marketing and Sponsorship

NRL, Holden Sign Three-Year, $10.4M Deal Across All Levels Of Australian Rugby

The National Rugby League has partnered with Australian automaker, Holden, in a three-year deal. Holden will support every level of the game, from grassroots communities to the top Australian Rugby League team, the Holden Kangaroos. The deal will see Holden become the major sponsor of prizes for the game's annual Monster Raffle, which has raised more than A$2M ($2.1M) for grassroots clubs across the country. This year, Holden will donate two cars as the top major prizes. The U20 competition will become the Holden Cup and Holden U20s State of Origin and will remain focused on developing not only the rugby talents of the players but also their career education. Additionally, State of Origin -- the biggest and most watched annual series in Australian sport -- will become the Holden State of Origin Series. On the int'l stage, Holden will partner with the Australian Test team, with the Holden Kangaroos embarking on an exciting season that includes Canberra’s Centenary celebrations Test against New Zealand and the Rugby League World Cup starting in October in the U.K., Ireland and France (NRL). NEWS LTD. NETWORK's Joshua Dowling reported Holden snatched the sponsorship "from market leader Toyota." Holden "is understood to have spent" A$10M over three years to become the official automotive partner of the league. The deal is Holden's first rugby sponsorship in 15 years. Holden's deal is "believed to be worth more than twice as much as the car maker spends on V8 Supercars" (NEW LTD. NETWORK, 1/31).
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