A jumper you can bank on
08 September 2005 Herald Sun
Mike Sheahan
http://www.heraldsun.news.com.au/footy/ ... 42,00.html
IS THE Sydney Swans jumper the most valuable advertising site in Australian sport?
The Swans have renegotiated their two major sponsorships, both based on the jumper, to the best part of $3 million annually.
Principal partner, insurer QBE, has handed back its rights to the back of the guernsey, allowing the club to on-sell the space to Citibank.
QBE, which recently re-signed for three years from 2006-08, will continue to pay what is believed to be $2 million annually for its sponsorship package.
Citibank, which becomes a premier partner, is believed to have committed to pay $900,000 annually for the next three years.
While both companies also enjoy additional rights including signage and hospitality, the jumper, probably the best-known guernsey in Australian football, is the prize.
The new deals are the latest indication of the continuing emergence of the Swans as a commercial force in the corporate capital of Australia.
They also will have officials of most Victorian clubs shaking their heads in envy.
While Collingwood boasts a jumper worth an estimated $2.5 million annually, most Victorian clubs fail to generate $1 million from their jumper.
Sydney chief executive Myles Baron-Hay was reluctant to comment last night, but said: "Twelve months ago, we went to QBE with a plan to achieve ultimate success.
"We told them we needed to grow our revenues, that our ability to invest in our football team had been limited by financial constraints. They've been a fantastic partner through thick and thin for the past 18 years."
Baron-Hay would not discuss figures in keeping with agreements with both companies, adding: "I can't speak for other clubs, but we're confident this makes our jumper one of the most valuable sponsorship properties in the country.
"QBE is in the business of helping people when they need it, and, when we needed help, they were happy to do what they could.
"It was a very generous offer."
The Citibank name will appear on the Sydney jumper in tomorrow night's final against Geelong, which will be a massive television event.
Sydney ranked second behind Essendon for television viewers during the home-and-away series, and was No. 1 for home games.
