National Rugby League side Canterbury-Bankstown Bulldogs have signed a multimillion-dollar deal with Kia Motors Australia to be the club's "major sponsor for the next three years," according to Jake Mitchell of THE AUSTRALIAN. The club has had a minor sponsorship agreement with Kia since last year but the new deal "will see the brand plastered on the front of the Bulldogs jersey and will include signage and association with the club’s community programs." The Bulldogs will become one of the few NRL clubs to "secure a big international brand as a major sponsor." Club CEO Raelene Castle said that the club had "approached Kia about becoming the major sponsor about 18 months ago but the company was reluctant at that stage to upgrade its deal." She said, "But they were impressed with us throughout that period they worked with us as our car sponsor." The Bulldogs had several issues with fans "engaging in anti-social behaviour and violent acts, which could be a risk for brands partnering with the club." However, Castle said that sponsors had been "impressed by the way the club had handled such issues." She said, "The value of the Bulldogs is that we have some of the most competitive fans in all of the NRL. Sponsors want engaged fans and that’s what people open their wallet for" (THE AUSTRALIAN, 10/31).
