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Marketing and Sponsorship

A-League Car Sponsor Restrictions Set To Be Lifted

A-League clubs could be able to sign car sponsors for the "first time in the competition's decade-long history as part of the terms of a new naming rights deal with major sponsor Hyundai," according to John Stensholt of the AUSTRALIAN FINANCIAL REVIEW. The Korean car company has been the naming rights sponsor for the A-League "since the competition's inception under a series of contracts that have restricted clubs from signing other car manufacturers" -- an industry that is a "big sponsor" of sport in Australia. Sources have said that restrictions will be lifted from the beginning of the '16-17 season, giving the A-League's 10 clubs "a potential new source of sponsorship income." A letter recently sent to the clubs said that they are able to sign one "club motor vehicle sponsor [with] a minimum investment of $500,000 per year." Sources have indicated Football Federation Australia is moving toward the "final stages of extending the naming rights deal with Hyundai for the A-League," worth at least A$3M ($2.2M) annually, and "may have an agreement signed by Christmas" (AFR, 11/22).

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