iiNet will extend its sponsorship of the Sydney Sixers cricket team for three years. The principal partner deal will see the telco remain the major sponsor for the Big Bash team.
The Perth based ISP said the sponsorship deal had led to significant public recognition and media exposure.
iiNet marketing manager, Alicia Phillis, commented that this was one of the reasons the company decided to extend the deal.
“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.”
iiNet also sponsors the Hawthorn Football Club in the AFL. Both sponsorships are seen by the company as a means of making headway into two of the country’s most saturated markets.
“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,” said Phillis.
Broadband sales for the company grew 55 per cent during the 2013 AFL season. iiNet will no doubt wish to capitalise on the growing success of the Big Bash league with this deal extension.
“These decisions are not taken lightly with rigorous reporting and external benchmarking undertaken to ensure these risks are ones worth taking,” Phillis said.