Port Adelaide to change up sponsorship as multinationals keen on Power’s ’China strategy’
ENERGY Australia is to step aside as a Port Adelaide Football Club major sponsor - but a new backer is understood to be eagerly waiting in the wings to share the club’s China adventure.
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PORT Adelaide’s revival as a meaningful AFL “brand” is standing up against two poor seasons on the field - and being boosted by the Power’s confirmed presence in China next year.
Energy Australia will step aside as a major sponsor at Alberton, but continue its three-year association with Port Adelaide by endorsing the club’s community projects, particularly the indigenous programs and Aboriginal academies.
But in contrast to the dark chapter at Port Adelaide (2009-12), there will not be a six-month lag on signing a new major backer to partner Renault as the Power’s major sponsor.
The Advertiser understands a new major backer will be announced within a week.
It will be a global company keen to partner the Power in China, where Port Adelaide on May 14 will take on Gold Coast in Shanghai in the first AFL game for premiership points outside of Australia-New Zealand.
Not only will there be a new sponsor’s logo on the Port Adelaide jumper, the Power also will present a new look to its black home guernsey.
The quick turnaround in sponsorship - albeit after six months of negotiations - highlights that the Port Adelaide Football Club is no longer vulnerable to being ignored by corporate backers if there are poor results on the field.
Since 2012, when the Power was at risk of having the AFL Commission either give a new name or new home base to the Port Adelaide licence, the club’s corporate backing has increased by 140 per cent - from $6 million to almost $15m.
The Power’s “China Strategy” has this year boosted this vital sponsorship revenue with the $3 million investment from Chinese real estate giant Shanghai Cred.
And last week’s confirmation from the AFL of the premiership match in China was coupled with the announcement Australian-based mining company Ausgold has joined Port Adelaide’s corporate roll call.
“Ausgold heard about Port Adelaide and its Chinese ambitions and sought us out,” Power chief executive Keith Thomas said.
“It’s hard to imagine Ausgold chief Sally Zou, who has mining interests in Australia, who is Chinese herself, would have sought out Port Adelaide for any other reason had we not employed our China strategy.
“That’s a really strong reinforcement of what we’re trying to do. She heard about us, saw our game, explored Port Adelaide more and then decided she wanted to financially support the club and our push to China.”
Ausgold will not only be the match-day backer in Shanghai next season, but also back the club’s “Open to the World” campaign for Australia-China trade with sponsorship at Adelaide Oval matches.
Thomas notes the Power’s strategic move from seeking a national profile in 2013 to being an international brand from next season will lead to a change in sponsorship portfolios at Alberton.
“EnergyAustralia came on board in 2014 as part of our move to Adelaide Oval,” Thomas said. “We understand that partner priorities change over time.
“We also pleased EnergyAustralia has a new three-year commitment to our club, as a partner of our community programs, particularly the Aboriginal AFL Academy.”
Port Adelaide’s on-field program for Season 2017 starts on Monday with the first group of Power players returning for pre-season training.
michelangelo.rucci@news.com.au