Socceroos Naming Rights Partner Pursuit

One of my most proudest projects at MKTG was the Socceroos Naming Rights Partner project, I played a pivotal role in the design and implementation of a strategic project aimed at securing a naming rights partner for the esteemed Australian national soccer team, the Socceroos. The objective was to identify and approach potential sponsors to elevate the team's visibility and support its endeavors.

1. Brand Selection and Approach

MKTG and Football Australia meticulously curated a comprehensive list of 40 top-tier brands with a potential interest in becoming the naming rights partner for the Socceroos. Each brand was chosen based on its alignment with the values and image of the national team.

2. Custom Website Development

Leveraging my expertise in graphic design, I led the design of individualised websites for each of the 40 targeted brands. These immersive platforms showcased unique partnership opportunities and the brand's potential impact on the Socceroos' identity.

3. Tailored Design Mockups

The heart of the project lay in creating bespoke design mockups for each brand. I crafted visuals illustrating how their logo and branding would seamlessly integrate onto the Socceroos' football shirts, outdoor billboards, social media platforms, and various advertising channels. These mockups were a persuasive tool in conveying the potential reach and exposure each brand could achieve through the partnership.

4. Art Direction for Customised Hype Reels

In addition to the websites, I art directed individualised hype reels for each of the 40 brands. These dynamic and engaging video presentations accompanied the websites, providing a multimedia experience that highlighted the excitement and potential impact of a partnership with the Socceroos. The hype reels were meticulously tailored to reflect the unique identity and aspirations of each brand.

5. Engagement and Meetings

The initiative successfully facilitated meetings with over 50% of the approached brands, underscoring the compelling nature of the presented opportunities. The collaborative efforts between MKTG, my design team, and the personalised hype reels were instrumental in capturing the attention and interest of these potential partners.

6. Record-Breaking Deal

The pinnacle of the project was the landmark achievement of securing Subway as the naming rights partner. After a series of negotiations, Subway committed to a substantial 5-year deal at a record price. This not only validated the effectiveness of the approach but also demonstrated the enduring appeal of the Socceroos as a marketing platform.

7. Impact and Future Implications

The successful collaboration between MKTG, the design team, and the incorporation of customized hype reels not only secured a pivotal partnership for the Socceroos but also set a precedent for future endeavors. The project showcased the power of strategic brand alignment, visually compelling presentations, and dynamic multimedia content in the realm of sports sponsorship, emphasizing the potential for mutually beneficial collaborations between sports entities and corporate brands.