Supercheap Auto ends association with Bathurst as Repco signs major deal
For the past 16 years, naming rights to the nation’s most iconic motor race have been in the hands of an Australian company. That’s all about to change, with the almighty dollar proving too hard to ignore for Supercars, leading to some saying they’ve sold out the Bathurst 1000.
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Supercars has been accused of selling out its greatest race to an overseas company following bombshell revelations Repco will replace Supercheap Auto as naming-rights sponsor of the Bathurst 1000.
Angered by losing the naming rights to a rival after being out-bid by Repco, Supercheap Auto went on the attack by pointing out their auto-parts competitor was no longer Australian owned.
“We had hoped to continue supporting the iconic Bathurst 1000 event for many more years, but were not in a position to counter big-money offers without a flow on price impact for our loyal Supercheap Auto customers,” said Supercheap Auto Managing Director Benjamin Ward.
“We are disappointed that Supercars Australia chose to offer the event to an overseas competitor, particularly after such a longstanding relationship.
“I can assure our loyal Supercheap Auto customers that while we may not have our name on the Bathurst 1000 race, we will continue to support their automotive passion.”
Supercars confirmed their 16-year deal with Supercheap Auto would end this year with Repco winning the naming rights to the Bathurst 1000 for the next 5 years.
A famous Australian company founded in Victoria in 1922, Repco is now owned by a US parent company called American Genuine Parts.
It is understood Supercheap Auto’s offer to double its cash to sponsor the event was knocked back after Repco offered more.
“We are delighted to welcome one of Australian motorsport’s most recognisable and premium brands as our naming rights partner of our marquee event from 2021,” Supercars boss Sean Seamer said.
“Having a partner who wants to celebrate this iconic Australian event as much as we do is great news for our sport and an event which is broadcast to around 298 million homes in 90 countries.”
“Having such a prestigious brand behind us is testament Repco’s ongoing support for the category.”
Repco becomes just the 11th sponsor in history to take naming rights to Supercars flagship event.
Seamer thanked Supercheap Auto for their 16-year backing of the event.
“We appreciate Supercheap Auto’s tenure and look forward to working with them again in October on what will be the 16th year of our partnership at the Great Race.”
Supercheap Auto’s sponsorship of Jack Le Brocq’s Ford Mustang is unaffected by the Bathurst decision.
Originally published as Supercheap Auto ends association with Bathurst as Repco signs major deal