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Volume 7 No. 105
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Sydney FC Agrees To Two-Year, Front-Of-Shirt Sponsorship With The Star Casino

It has been a "long time coming but the bling is back" for A-League side Sydney FC, which is set to receive "well over" A$1M ($787,200) from its front-of-shirt sponsorship deals this season after signing a "club-record partnership" with The Star casino, according to Dominic Bossi of the SYDNEY MORNING HERALD. The club ended its "lengthy search for a main commercial partner this season" after announcing a two-year deal with the casino on Thursday, "which will see it branded on the front" of the side's A-League jersey. The deal is reportedly worth nearly A$900,000 ($708,500) per season, "putting it within touching distance" of the average value of front-of-jersey sponsorship deals for Sydney-based National Rugby League clubs. That figure is "set to soar well over a million dollars by the end of the season" once an Asian Champions League jersey sponsorship is finalized by early '18. It is "unlikely" a front-of-shirt sponsor for the continental competition will be finalized before Sydney's group stage partners are drawn, "with potential opponents heavily influencing the value of any deal." Combined with its other jersey and kit sponsors, Kennards Hire, ITP,  Beechwood Homes and UNSW, Sydney FC already will have "one of the most valuable in the A-League" alongside Western Sydney Wanderers and Melbourne City. Sydney FC will have the casino and entertainment brand on the front of its jerseys for Saturday's derby against the Wanderers at Allianz Stadium. The Star was "controversially involved in a sponsorship deal with NSW Blues during the recent Origin series." It also has sponsorship agreements with NRL side South Sydney Rabbitohs, Big Bash League cricket team Sydney Sixers, Australian Football League club Sydney Swans and the Australian Turf Club (SMH, 10/19).