NISSAN Australia has announced that it will form a corporate partnership with A-League club Melbourne City FC and its W-League affiliate, in what will be the first club-based automotive sponsorship deal in the league’s history.

In previous years the league’s principal sponsor, Hyundai, has held exclusive naming rights over the league, however as a part of the latest naming rights deal that will start for the 2016/17 season, other car manufacturers will be able to sponsor individual clubs while Hyundai will retain its status as principal partner of the league.

As the official automotive partner of Melbourne City, Nissan will have its logo featured on the sleeve of the men’s team’s home and away jersey, as well as the sleeve of the women’s away jersey.

Nissan will also have a brand presence at AAMI Park for Melbourne City home games, and will offer fan experiences throughout the season. An example of these was from earlier in the year when two Melbourne City competition winners were flown to Milan, courtesy of Nissan, to watch the UEFA Champion’s League final between Spanish clubs Real Madrid and Atletico Madrid.

Furthermore, Nissan’s Altima V8 Supercar, driven by Nissan Motorsport’s Michael Caruso, will be emblazoned with Melbourne City logos when it races at the Townsville 400 this weekend.

It is unclear whether the deal will extend beyond the 2016/17 season, however it can last no longer than the end of the 2019/20 season, when the league naming sponsorship is reviewed. According to the Australian Financial Review, motor vehicle sponsorships require a minimum investment of $500,000 a year.

 

Since August 2015 Melbourne City FC has been owned by City Football Group, a UAE-owned holding company that is the majority owner of a number of soccer clubs around the world, including Manchester City FC, New York City FC and Yokohama F. Marinos.

Nissan Australia managing director and CEO Richard Emery said that the sponsorship would build on the already-established global partnership with City Football Group, which began in July 2014.

“Nissan has a global partnership with City Football Group, which includes teams in the UK, Japan and the USA, and today’s announcement is a natural progression of our strong association with, and support of, the world game,” he said.

“Nissan Australia is excited to work with Melbourne City Football Club to further strengthen both our brands and commitment to Australian sport.”

Melbourne City FC CEO Scott Munn said he was excited by the opportunity for a corporate partnership with Nissan.

“We are delighted to announce Nissan as the first ever Club Automotive Partner in the A-League. Nissan are, like us, committed to sustainability and innovation and that translates in a very real way to benefits for Melbourne City fans,” he said.

“This partnership will see a range of promotions and activities that bring fans closer to Melbourne City and to Nissan.

“By support for both the men’s and the women’s team, Nissan is demonstrating a real and deep commitment to, and passion for, football.”

Nissan also sponsors the International Cricket Council, and gives regular Aussies the chance to become a professional racing driver through its Nissan PlayStation GT Academy.

By Robbie Wallis