Bundaberg Rum has inked a three year multimillion-dollar sponsorship deal with the National Rugby League, "years after the brand parted ways with the sporting code," according to Sarah Homewood of AD NEWS. The move sees the Diageo-owned beverage "get name rights for the NRL's Super Saturday as well as securing broadcast deals with Nine and Fox Sports." The partnership "also sees Bundaberg get exposure during the finals series, as well as across the State of Origin." Bundaberg Rum Marketing Manager Jodi McLeod said that "now felt like the right time for the two brands to get back together." She said, "It feels like now is the right time to get Bundy back into the fabric of Australian culture, and into times where mates get together." For the brand this deal "acts as a way to generate conversation, off the back of the footy but also through the use of social and digital channels." McLeod: "It's being part of the conversation with our consumer. This sport is a huge part of the conversation for Aussie mates when they get together, especially on Saturdays." While McLeod would not "be led on the cost of the sponsorship," she said, "It's the biggest sponsorship deal for Bundy since we walked away from the NRL in 2012 and actually for Diego Australia, it's a significant investment" (AD NEWS, 4/1).
