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SBD Global/August 26, 2014/Marketing and Sponsorship

NRL Side Cronulla Again Looking For Major Sponsor As Labour Health Reduces Role

Cronulla is looking for a new major sponsor after Labour Health reduced its role.
National Rugby League side Cronulla officials "will try to convince the top end of town that the club isn't tainted" by the stain of the Australian Sports Anti-Doping Authority doping investigation as it again begins the "unenviable hunt for a new major sponsor," according to Barrett & Walter of the SYDNEY MORNING HERALD. It has emerged that workplace safety firm Labour Health, which "was hailed as a miracle sponsorship signing in July only four days after the sacking of Todd Carney, will not resume its prime position on the jumper in 2015." Instead, Cronulla officials "are now searching for what will be a fifth front-of-jersey major sponsor in three seasons," hoping they can finally land one worth the high A$800,000-A$1M ($744,000-$930,000) value that "they believe it is worth." Labour Health "has re-signed for next year in a reduced role," but Cronulla CEO Steve Noyce "disputes any assertion the Sharks are back at square one again." Noyce: "That's glass half empty. I'm saying it's glass half full. I think there is a great opportunity out there now with the resolution of the issues that were unresolved and in the marketplace were of concern to some people." With the "weight of the ASADA probe damaging their image the Sharks spent much of this season with a C.S.F.C signage on their jersey to avoid a cleanskin," and in a tumultuous period since '12 "have also had a merry-go-round of companies"-- Fisherman's Friend, Shark Energy Drink and One Solutions -- feature briefly as major sponsors on their strip (SMH, 8/25).
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