Less than two weeks out from the beginning of the Super Rugby season, Vodafone has returned to Australian rugby sponsorship by signing a four-year naming rights deal for Super Rugby in Australia.
It is a boost for the Australian Rugby Union who lost former naming rights sponsor Asteron, who opted not to renew their deal at the end of last year.
Vodafone was previously naming rights partner for the Super Rugby competition in Australia from 2001-2003 and naming rights partner for the Wallabies for five years, with Vodafone branding featuring on the front of the Wallabies playing jerseys from 1998 to 2003.
The telecommunications company will also become back of jersey sponsors for Australia’s women’s fifteens team, the Wallaroos.
ARU chief, Bill Pulver, commented on the deal: “Vodafone and Australian rugby have a long history together dating back to when the Vodafone logo first appeared on the Wallabies jersey in 1998 and we are proud to welcome them back as the naming rights partner for Super Rugby in Australia for the next four years.
“We are also incredibly proud to have Vodafone’s support for the Wallaroos in a huge year for Women’s Rugby with the World Cup taking place in Ireland in August.”
Vodafone’s partnership with the ARU is one of the company’s first forays back into sports partnerships in Australia after a four year absence.
Vodafone Australia Customer Business Director, Ben McIntosh, added: “Vodafone is thrilled to be returning to rugby, where we had fantastic success building our brand in the early 2000s. It’s a sport we all love, and gives us a great opportunity to really connect with Australians right across the country.
“With teams based across the country, Super Rugby gives Vodafone a chance to show off the significant investment in the network we have made throughout Australia.”