Football Federation Australia officials signed a naming-rights sponsorship for the Socceroos with oil firm Caltex, according to Sebastian Hassett of the SYDNEY MORNING HERALD. The deal is worth a reported A$12M ($8.85M) through '20, which is less than the governing body "had been originally holding out for," but fills a "significant financial void in the game that has been allowed to fester for several years." The nine-year naming rights association with Qantas had previously been a "powerful source of income and brand association for the Socceroos," until it came to an end in '13. But FFA CEO David Gallop said that it was "a relief to get the deal done and to provide a badly needed revenue boost." Gallop: "It's a multimillion-dollar deal, and we're very satisfied with the commercial return for the game. Obviously we wanted to get the right fit, as well as the right money, and I believe we've achieved both." The national team did announce a deal with vitamin company Cenovis in Oct. '13 but "it was not an official naming rights partnership." Qantas also maintained a relationship with FFA "even after their naming contract expired in a reduced capacity." While many in the game "will be looking to get their hands on the money coming into the national body's coffers," FFA confirmed the money will go into the "greater pool of revenue, rather than to any specific area." Most likely, the money will "help patch some funding gaps in the game, the most pressing" of which is A-League side Newcastle Jets. FFA assumed control of the club at the end of last season. Gallop: "Our sponsorship pie is shared across the whole game. Of course, this is a brand association with the Socceroos, and also a brand association with the Matildas, but it's all in the pot and to make sure the many hungry mouths are fed as best as possible" (SMH, 3/3). The AAP reported attracting brand interest has been a "major headache" for the governing body and something Gallop described last year as "one of its biggest challenges." Part of the reluctance to buy the naming rights "was put down to the limited commercial opportunities with players, who are based at clubs all over the world." And while the Socceroos are currently in the middle of their 2018 World Cup qualifiers, the Asian Football Confederation which runs them enforces "rigid restrictions on the use of branding," as it did for the 2015 Asian Cup. FIFA rules "also prohibit national teams from carrying sponsor branding on their strip" but all training and other kit will be branded as the Caltex Socceroos (AAP, 3/3).
