Jaguar Australia said this week that it will continue as co-principal partner of the Melbourne Football Club, keeping the car-maker’s name on the back of players’ guernseys for the 2021 season.

Jaguar Land Rover managing director Mark Cameron said 2020 had been a challenging year for many businesses and industries but he said the relationship with the football team successfully provided JLR with a “national platform to connect with current and potential customers.”

“We look forward to continuing to find ways to innovate and support each other, particularly as we work through these changing times,” he said.

“We’re excited for next season and continuing to be part of the journey.”

Melbourne CEO Gary Pert said Jaguar was “one of the most iconic” automotive brand names in the world and the re-signing “is a show of great strength.”

“Jaguar has been a dynamic partner for us since joining at the start of the 2019 season and to be building on our relationship with an international prestige brand is really exciting,” he said.

“This year has thrown some unique challenges our way, but to have Jaguar’s ongoing support is a significant step forward for our footy club.”

Jaguar Australia said it had been working with its agency, MKTG, on strategy, activation and evaluation of the partnership with the Melbourne Football Club.

The car sponsorship list remains unchanged for 2020 compared with the previous season, with the exception of the withdrawal of Holden as Collingwood’s automotive sponsor, and the addition of MG Motor Australia to Port Adelaide which, in the previous season, had no supporting car-maker.

By Neil Dowling