In the Australian Football League, it leaves only the Fremantle Dockers, St Kilda Saints and Greater Western Sydney Giants without an automotive partner, though the Saints and Giants have caravan-maker Jayco and Toyo Tyres respectively.
The Herald Sun this week stated that the Infiniti deal was a “seven-figure” sum. Infiniti’s Australian representatives refused to confirm or deny this statement.
AHG, previous Demons sponsors, pulled out in 2018 as part of its cost-cutting program in the wake of changes to the finance and insurance legislation in the automotive industry, and sliding sales in its home market of Western Australia.
That place has been filled by Infiniti, which aims to support the Demons from its coveted 100,000-plus seat home stadium – the Melbourne Cricket Ground (MCG).
The deal includes Infiniti branding on select team apparel, media walls and inside the team rooms during game broadcast, hospitality at Melbourne home matches, player ambassadors and game-day activation opportunities.
Infiniti Australia spokesman and Nissan Australia managing director Stephen Lester said in a statement that “Infiniti and Melbourne share the same strategic goals”.
“Whether it’s our customers or footy fans, we both put them first; our collective focus is on performance and going beyond our comfort zone, and the future is at the forefront of everything we do,” he said.
“Infiniti is a young car brand in Australia. Our sponsorship with Melbourne will help us reach out to a significant, highly-engaged audience, and we appreciate the sales and marketing integration and activation opportunities – with our dealerships and our customers – that this partnership gives us.”
Melbourne Football Club chief executive officer, Peter Jackson, said: “It is clear to us that Infiniti has a clear direction that they wish to take in the Australian market and we believe our partnership provides the perfect platform for a national audience.
“This is yet another step forward for the club and further reinforces the club’s strategic direction in aligning with quality brands, who wish to join us on our journey for sustained success.”
Nissan is not a sponsor of an AFL club.
By Neil Dowling