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Marketing and Sponsorship

Super Rugby Naming Rights Sponsor Asteron Decides Not To Renew Partnership

Super Rugby naming rights sponsor Asteron Life "has elected to end its support for the competition, dealing Australian rugby a severe financial setback," according to Bret Harris of THE AUSTRALIAN. Asteron Life’s decision not to renew its sponsorship "is expected to result" in a A$300,000 ($228,000) reduction in funding for the five Super Rugby teams. The Australian Rugby Union has assured the Super Rugby franchises "they are doing everything they can to find a replacement sponsor." An ARU spokesperson said, "Asteron Life’s decision not to extend its partnership comes as a result of a shift in business strategy. ... ARU is in positive discussions with existing and potential ARU partners about the Australian Super Rugby naming rights for the 2017 season." The insurance company's impending departure "follows on from a lack of naming rights sponsors for the recent Test series against England" and the upcoming Rugby Championship, which is expected to cost the Super Rugby franchises another A$200,000 ($152,000) in "reduced funding" (THE AUSTRALIAN, 8/3).

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