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SBD Global/June 21, 2013/Marketing and Sponsorship

Football Federation Australia Is Looking For New Sponsor After Qantas Drops Out

The Australian national team "will enter the next World Cup under a new banner after Qantas elected to end one of the most enduring sponsorships in Australian sport," according to Tom Smithies of the Sydney DAILY TELEGRAPH. Qantas airline, naming rights sponsor of the Australian national team for almost a decade, "has decided to scale back its involvement, though it will continue to be the game's official airline." It means that the naming rights of all the national teams, men and women, "are up for sale a year before the Socceroos enter their third consecutive World Cup," with Football Federation Australia believed to be seeking around A$4M-A$5M ($3.7M-$4.6M) per year from any potential suitors. FFA "has been aware for months that Qantas intended to reduce its sponsorship commitment significantly." FFA CEO David Gallop said, "The Socceroos are the team that represents Australia in all its diversity on the biggest world stage. We won't be short of interest in the naming rights." Possible replacements "exclude any company with alcohol connections," as FFA signed a deal worth some A$1M a year with the federal government "to forsake any alcohol-related commercial activities" (DAILY TELEGRAPH, 6/21).
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