It adds a further five years to the three-year sponsorship contract that ended in December 2021.

Nissan Australia said the commitment allowed it to continue the opportunity to be involved with a successful, powerful performance team with a national presence.

The two businesses said their relationship strengthened over the first three years of the partnership and that the extension would “continue to build brand awareness, strengthen engagement opportunities in the community, and help market Nissan’s range of innovative vehicles to a wider audience across multiple buyer demographics.”

Nissan Australia managing director Adam Paterson said: “Nissan and our dealers are extremely excited to continue to partner with the team at Hawthorn Football Club. 

“With a number of plans in the works, the on-going sponsorship enables Nissan to continue to engage with AFL and Hawks fans nationally, inspired by the passion and excitement for football. 

“As a brand we are committed to putting our customers – past, present and future – at the forefront of everything we do. This is a very like-minded approach at the family club that is Hawthorn, whose fans and members always come first.” 

Hawthorn CEO Justin Reeves said the extension was wonderful news for the club on the eve of the 2022 season.

“We’re really excited to be continuing our partnership with Nissan,” Mr Reeves said.

“The collaboration between the Hawks and Nissan is one that works in perfect cohesion given our shared values. 

“Nissan has been a great partner over the past three years and we look forward to continuing this successful partnership into 2022 and beyond.”

The sponsorship’s entitlements include Nissan branding on the team shorts and coaches’ apparel, Hawthorn Football Club media backdrop and change-room signage on game day, activation opportunities for Nissan at home games, branding at the MCG and at games held in Tasmania, plus access to corporate facilities including the exclusive Nissan Lounge at the MCG.

Including Nissan ambassadors from the senior coaching and AFL playing group – which will be announced in due course – the relationship also extends to the Box Hill Hawks in the Victorian Football League (VFL) and Hawthorn’s women’s team, in the Victorian Football League Women’s competition (VFLW).

Nissan is an active sponsor of elite Australian sport. It also supports Melbourne City Football Club (A League) and Netball Australia. 

Note: the Hawthorn Hawks finished 14th on the AFL ladder at the end of the 2021 season.

By Neil Dowling