Through the significant expansion of an existing commercial relationship, Commonwealth Bank (CommBank) has become the main sponsor, at all levels, of the Football Australia governing body.
Via a six-year deal unveiled today (June 19), which Football Australia has described as groundbreaking, CommBank becomes the naming rights partner of the men's national soccer team (the Socceroos). This adds to the existing naming rights deal the company has had covering the women's national team – the Matildas – for the last four years.
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That latter element is also being extended (GlobalData Sport valued the original agreement between the two organizations at $6 million in total).
The original tie-up encompassed the 2023 FIFA Women's World Cup, hosted by Australia and New Zealand, while next year's edition of the AFC Women's Asian Cup will also take place in Australia.
The new partnership gets underway on September 1, and Football Australia has listed 30 distinct elements of the all-encompassing tie-up, stretching across all the various representative teams under the body's umbrella.
Of those 30 designations, 12 are described as new (including becoming the Socceroos' naming rights partner).
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By GlobalDataAside from CommBank, other top-tier Football Australia commercial partners include Nike, Qantas, Subway, Lego, and Coles.
This tie-up has been announced as CommBank's association with the Cricket Australia governing body – with those organizations first having partnered in 1987 – comes to an end.
CommBank confirmed last December that it would let its deal with Cricket Australia expire at the end of June.
Since teaming up with CA 37 years ago, CommBank has helped grow the women’s game significantly, which included making Australia’s single largest investment in women’s sport and diversity programs.
