Signet partners with AFL TigersSupply Chain Review
January 20, 2011Leading packaging and consumables manufacturer and distributor Signet has announced strategic partnership with AFL Football Club, the Richmond Tigers.
The three year agreement is the largest sports marketing investment in Signet’s history and is a crucial element to the brand’s 2011 campaign.
Key Richmond players will feature on the front of Signet’s bi-annual ‘Your Buyer’s Guide’ as a sign of Signet’s commitment to its ongoing relationship with the club.
Following the success of the company’s sporting partnerships, including sponsorship of NRL team the North Queensland Cowboys, Signet’s Chief Executive Officer Mark Brennan says such agreements are a major part of the company’s growth strategy.
“We have been operating in the Victorian marketplace for over 30 years and now, as we kick off our 2011 expansion, we are ready to establish ourselves as a key supplier to the Australian manufacturing industry,” Brennan says.
“Our new Knoxfield facility in Melbourne along with our exciting new partnership with Richmond Footy Club seeks to capitalise on the club’s great reputation in Victoria, Western Australia and the Northern Territory.”
According to Mr Brennan, the sponsorship is pivotal to the further expansion of the company’s operations which comprise distribution of market leading products including stretch film, packaging tape, cartons and strapping.
It will also pave the way for Signet to provide better local sales support than ever before, increased production capacity and more efficient distribution networks within this key market.
“This new partnership will allow us to strengthen our ties with our clients through being able to give them exclusive access to this great club,” Brennan says.
“Richmond has one of the strongest membership bases in the AFL with over 42,000 members and there will no doubt be some big fans amongst our clients and we will be providing as much access to the club and footy games as we can throughout the next three years.”
Established in 1968, Signet hopes to leverage off the established brand power of Richmond FC (The Tigers).
“A major driver in the deal was for Signet to increase its company profile within the Australian corporate sector,” Brennan says.
“Despite the obvious benefits of launching a consumer division with a major sponsorship announcement, our motivations for partnering with Richmond go far deeper as we look to establish ourselves as a local and reputable company in these important states,” he says.
“Our sponsorship of the North Queensland Cowboy’s in Townsville has been absolutely pivotal to our success there and we strongly believe that this new deal will now allow us to drive strong growth for our client portfolio in 2011.”
As part of the relationship, Signet will also provide a wide range of products crucial to the running of the club including stationery, cleaning products and Signet’s very own unique and highly regarded line marking paint.
Richmond CEO Brendon Gale describes the partnership with Signet as an important decision, as the Club continues to build strength on and off the field.
“Like Richmond, Signet is a strong brand, committed to growing its business and becoming a leader in its field,” he says.
“Richmond is an evolving Club, relentless in its pursuit of success and this partnership is another step in the right direction,” Gale says.
The agreement includes logo representation on the players’ media shirts as well as stadium signage and corporate access.
Launching in early February, Signet’s ‘Your Buyer’s Guide’ will mark the official beginning to Signet’s new relationship with Richmond FC.
“This marks a very exciting time for us as we look to significantly increase our market share across our various departments,” Brennan says.
“2011 is looking to be a great year as we continue to improve upon our award winning service and engage new clients in new and exciting markets.”
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