Wednesday, 16 April 2014 18:01

iiNet bowls up success with cricket, football sponsorships Featured

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Perth-based national ISP iiNet has renewed its sponsorship of Big Bash cricket team the Sydney Sixers with a three-year principal partner deal, lauding the branding and sales benefits of sports sponsorship.

iiNet sponsored the Sydney Sixers in an inaugural deal last year during the 2013/14 Big Bash season and the company says sponsorship of cricket and AFL teams in New South Wales and Victoria has had a significant positive impact on sales and market recognition.

iiNet iiNet Marketing Manager Alicia Phillis said she was impressed with the results from the initial partnership with the Sydney Sixers, with “research revealing that we enjoyed significant public recognition and media exposure.”

“Sydney really embraced the team last year and the Sixers fan base has grown in a very short period of time, generating higher than expected levels of exposure for iiNet and our partnership with the team.”

According to Phillis, the Sixers sponsorship deal was sealed following “the runaway sales and branding success of iiNet’s other major sports partnership, as principal partner of the Hawthorn Football Club.”

“The sales and brand recognition numbers coming from Victoria and New South Wales are outstanding, so we’ve just agreed to invest more time and resources into our partnerships in these key growth states, and continue growing the iiNet name and reputation alongside those of the two clubs.”

Phillis said in Victoria, iiNet broadband sales increased 55% during the 2013 AFL season, while prompted awareness in Melbourne increased 10% to a record high.

“The positive company growth resulting from these partnerships showed the benefit of exploring opportunities outside of iiNet’s heartland market of Western Australia, one which is already heavily saturated.”

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Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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