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SBD Global/October 3, 2013/Marketing and Sponsorship

NRL Parramatta Eels Announce A$1M In New Sponsorship Deals

National Rugby League club Parramatta Eels "are still without a head coach, but a year to forget" has "finally hit a bright spot with new sponsorship deals" worth more than A$1M ($940,000) announced on Wednesday, according to Chris Barrett of the SYDNEY MORNING HERALD. Property developer Dyldam "will replace" long-time backer Pirtek as the club's major sponsor for the next three seasons, while online betting group Unibet "have signed on as well as a back-of-jersey sponsor." The two deals "are valued at more than" A$1M a year. Parramatta CEO Scott Seward said, "These two deals collectively are the biggest sponsorship in the club's history. The jersey now and the brand on it is worth more than it's ever been" (SMH, 10/2). In Sydney, Nick Walshaw reported Seward insisted that the new partnership "will also aid the club in its bid to find a replacement" for coach Ricky Stuart. Seward: "It’s a sign of faith in the club, in the players, administration and board." Asked about their search for a coach, which is believed to be led by former caretakers Jason Taylor and Brad Arthur, Seward said, "We’re definitely at the pointy end of discussions now but it’s not something we can rush" (DAILY TELEGRAPH, 10/3).
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