Roger Hampel
Photo Credit: Sydney FC
Sydney FC has sealed a two-season partnership with Sony Australia, designating the tech giant as the club's Membership Partner and exclusive Audio Partner. This collaboration kicks off immediately and will cover the next two seasons of the Isuzu-UTE A-League Men's competition.
What’s in the Deal?
The partnership involves extensive branding for Sony, including:
- LED advertising at Sydney FC’s home matches at Allianz Stadium.
- Pre-game TV ads and big-screen promotions during games.
- Social media tie-ins, especially around the club’s E-League activities, labelled as “Sponsored by Sony Australia.”
Sony also plans to engage fans directly with in-stadium activations, such as gaming competitions and product showcases, aimed at increasing visibility and interaction with supporters.
This deal is a solid move for Sydney FC, tapping into Sony’s strong brand presence and technological capabilities to enhance the matchday experience. For Sony, it’s an opportunity to connect with a dedicated sports audience and push its audio products in a live, high-energy environment.
Mark Aubrey, CEO of Sydney FC, stated that the partnership will bring new energy to matchdays, while Sony’s David Serafin sees it as a way to build brand awareness among football fans and showcase their products in action.
Community Angle
The partnership isn’t just limited to the stadium. Sony and Sydney FC plan to collaborate on community initiatives, including school holiday football clinics, providing opportunities for Sony to engage with families and grassroots football enthusiasts.
For both parties, this deal is about brand synergy and reaching new audiences. Sydney FC gains a tech partner that can elevate fan engagement, while Sony gets a platform to demonstrate its product line in a lively sports setting.
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