Canterbury put Mad Monday drama behind them, securing $4.2 million in shirt sponsorship
At the end of last season, Canterbury’s Mad Monday antics made the club look untouchable. But after signing yet another corporate sponsor, the Bulldogs’ playing kit is now the richest in the NRL.
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From Mad Monday to a mad money day, the Canterbury Bulldogs have completed a remarkable $4.2 million turnaround in fortunes.
Three months after their unsavoury end-of-season shenanigans sent sponsors packing, the Bulldogs Canterbury signed their third corporate partner on a rich on-field sponsorship package for next season.
The Bulldogs have landed commercial electrical contractor CPE, the Waterview function centre in Bicentennial Park and Ultimate Security since the Mad Monday fiasco at a pub in The Rocks resulted in two sponsors leaving and two players charged by police.
The new deals cover the loss of Jaycar Electronics and Wicked Sister Desserts, joining existing sponsors Kia, M & J Chickens and Ladbrokes.
The endorsements now have the Canterbury playing kit valued at $4.2 million, which the club says is the richest in the NRL.
The Daily Telegraph spoke to several rival clubs who said their full playing strip would be worth between $2.5-$3.5 million.
“It remains hard work but we are in a pretty healthy space and this is a great reflection of the brand and profile our footy club has still,” Bulldogs chief executive Andrew Hill told The Daily Telegraph.
“There’s no doubt the (Mad Monday) incident was unfortunate and there was some brand damage. But it is equally important to remember the positives of where we are and the work that we do in the community — the brand and profile is so strong.
“Five of our first six games next season are on free-to-air television. That’s a fantastic platform. Obviously the broadcasters are putting us on because of the viewership, the numbers and the followers.
“From a corporate and commercial point of view, we are able to hopefully capitalise on that and align ourselves with a couple of new companies looking to promote their business in conjunction with the Bulldogs.
“With CPE becoming our back of shorts sponsor for 2019, we now have a complete list of sponsor assets for our playing kit, which is great news for the club as a whole.”
It has been an extraordinary financial fight back from Canterbury since players were photographed by The Daily Telegraph naked and vomiting in the streets.
Meanwhile, South Sydney have announced a new major sponsor, Zoom Video Communications, which will feature on the Rabbitohs’ home, away and special event jumpers for the next two seasons.
As revealed in The Daily Telegraph this week, it is understood Souths co-owner Russell Crowe played a role in securing the deal.
A sponsor of the NBA’s Golden State Warriors and NHL’s San Jose Sharks, Zoom is increasing its role at Souths, having become a corporate sponsor last season.
“Zoom has been a fantastic partner and we’re excited to have such a respected international brand partnering with us on our jersey for the next two years,” said South Sydney CEO Blake Solly.
“Zoom has changed the way organisations connect and communicate. Much like the Rabbitohs, the staff and products at Zoom are innovative, progressive and market leading.”
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Originally published as Canterbury put Mad Monday drama behind them, securing $4.2 million in shirt sponsorship
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