Samsung has returned to the National Rugby League as major sponsor of the Sydney Roosters for the next three years.
The electronics vendor was the club’s major backer for five years in a previous spell but switched codes in 1997 for a six-year stint with Australian Football League outfit, the Hawthorn Hawks, that ended recently.
Corporate marketing manager for Samsung Australia, Lisa Herden, said the move to AFL had been necessary to grow national awareness.
“A key initiative six years ago was to grow the Samsung brand around Australia,” she said. “AFL gave us a great opportunity to do that in the Victorian market,” she said. “It has been very valuable.”
Herden said Samsung had achieved exceptional growth during the past two years. The return to the Roosters camp was a perfect match between two premium brands.
“The NRL demographic is a great market for the audience we want to appeal to and an ideal opportunity for us to get lots of exposure,” she said.
“The Roosters are a very strong team at the moment and that is what any company looks for in a business partner.”
Roosters CEO, Bernie Gurr, said it was crucial to have great support off the field and welcomed Samsung back to the fold.