RENAULT Australia has announced it will renew its partnership with Australian Football League (AFL) team Port Adelaide Football Club (PAFC) as joint major sponsor, tying the French brand to the club through to the end of the 2017 season.

Port Adelaide has worn the Renault logo on its guernsey since it began its partnership in 2013, and by the time the current deal expires at the end of next year, it will mark five years of collaboration between the organisations.

As part of the deal, during the season PAFC fans get the opportunity to engage in activities courtesy of Renault, such as photos with the 2004 premiership cup and appearances with the players.

Renault Australia marketing director Jason Miller said the partnership with Port Adelaide was important for establishing their position in the Australian automotive market.

“We are delighted to continue our important partnership with Port Adelaide Football Club,” he said.

“There are a number of brand synergies between our organisations, namely our focus on people and high performance.

“Partnering with Port Adelaide back in 2013 made perfect sense; both our brands were on the rise and looking to forge our places in our respective markets. AFL is one of Australia’s premier sporting competitions and this partnership is the perfect way to cement Renault’s success in the Australian marketplace.”

PAFC CEO Keith Thomas said he was grateful for the opportunity to continue the club’s partnership with Renault.

“On behalf of our entire club and community we are delighted that Renault has committed to Port Adelaide until the end of 2017, and thank them for their ongoing loyalty and support,” he said.

“Renault has been with us every step of the way since 2013 and we both share a passion for innovation, challenging the norm and driving ahead to achieve the best results. We look forward to continuing to work with Renault to achieve outstanding results for both Renault and the Port Adelaide community as we live our joint mantra of ‘United by Passion’.”

Cross-town rivals the Adelaide Crows also renewed their sponsorship with automotive partner Toyota earlier this year in a deal the will extend their partnership to 29 years, dating back to the inception of the Crows as an AFL club in 1991.

Mazda also recently renewed its sponsorship of the North Melbourne Kangaroos to the end of the 2019 season, in a partnership that began in 1999, the year the Kangaroos last won an AFL premiership.

By Robbie Wallis