Sponsors in calm after the salary-cap Storm

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Sponsors in calm after the salary-cap Storm
Topic Started: May 2 2010, 06:48 AM (40 Views)
stacey	May 2 2010, 06:48 AM Post #1
Administrator Posts: 2,890 Group: Admins Member #1 Joined: May 22, 2009	Simon Canning From: www.theaustralian.com.au EVEN as it begins sifting through the mess of the Melbourne Storm's salary cap scandal, the National Rugby League is already looking to lure new sponsors to the code. NRL marketing manager Paul Kind says he will redouble his efforts to make sure the NRL does not lose its grip on the vital Victorian market, home to some of rugby league's biggest sponsors, including Foster's Group, AAMI and Keno. But he said that while he would offer support to the Storm, the club would be left to its own devices to plug the sponsorship gaps left after it was dumped by major sponsors Host Plus and Members Equity Bank. "It remains important that we write a lot of our business out of Victoria," Mr Kind said. "With Foster's, AAMI and Keno, we have senior decision-makers in Victoria." He said he fully understood the reasons Host Plus and ME Bank had ended their deals with the Storm, but also said that the ongoing support of Jayco, Suzuki and 13 other sponsors had sent an important message of solidarity to fans. Start of sidebar. Skip to end of sidebar. End of sidebar. Return to start of sidebar. Both Suzuki and Jayco were elevated to major sponsorships with the club without any increase in the cost of their sponsorship packages. With revelations about the Storm and its salary cap activities expected to remain in the media focus for some time, Mr Kind said the NRL was turning its attention to luring code sponsors to unsold inventory, and to selling upcoming events, including the Four Nations tournament later this year and next year's season opening all-stars game. He said securing sponsors for the flagship events was also vital ahead of the code going into broadcasting rights negotiations. Mr Kind said that the 2011 all- stars game was looking particularly lucrative as a sponsor platform after its success this year caught the league by surprise. And in a bid to cast its net wider, the NRL is also in talks with Sports & Entertainment Ltd to help it market sponsorship packages. The NRL had a similar deal with a third-party sponsorship sales agent between 2003 and 2008, but Mr Kind said the decision to strike a deal with SEL, which also works with the International Rugby Board, V8 Supercars, Cricket Australia and Netball Australia, was a bid to complement the NRL's own resources, and SEL would first be asked to sell remaining sponsor space from this year. "We have been talking to them since October last year," Mr Kind said. "From a spare inventory point of view we don't have a lot to spare, but we are looking at a long-term sponsor strategy. "I have no hesitation in using third-party agents." Mr Kind said he had received positive feedback from major sponsors of the league on its handling of the Storm crisis last week. And he revealed that the code had opened special lines of communication with its major naming rights sponsor Telstra to keep it informed of developments as investigations into the salary cap breaches continued.
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