Sportfive to procure sponsors for Team Australia at Birmingham 2022
Sportfive, the international sports marketing agency, has further strengthened its ties to the Commonwealth Games, today signing a new multi-year sponsorship representation agreement with Commonwealth Games Australia.
Sportfive will work alongside CGA's executive team to grow Team Australia's sponsorship roster ahead of the 2022 Commonwealth Games in Birmingham, England.
The agency will offer a broad range of services including sponsorship marketing strategy, sponsorship sales, procurement, brand and media partnerships, outfitting services and host country support services for the team in Birmingham.
The two entities cited key assets across retail, community, digital, hospitality and media platforms.
Sportfive has supported Team Australia at the Commonwealth Games since 1990.
Craig Phillips, chief executive of CGA, said: “This announcement gives Commonwealth Games Australia the opportunity to build on the successful partnerships of the past, in particular the fantastic commercial support received from many sponsors at the Gold Coast 2018 Commonwealth Games.
“Australians love cheering for the green and gold in international competition as we witnessed on the Gold Coast and brands love supporting and benefiting from partnerships with our Australian team. Of course, our games team in Birmingham requires a range of supporters and partners in key categories, such as our team uniforms, travel and team medical support services.”
Sportfive (or Lagardère Sports as it was known at the time) teamed up with the Commonwealth Games Federation in 2017 to launch CGF Partnerships, which provides support to hosts through a new event delivery model, while also developing new long-term commercial strategies and further strengthening community relations in host cities.
In March, CGFP unveiled Longines, the Swiss watch manufacturer, as the official partner and timekeeper of the 2022, 2026 and 2030 Commonwealth Games, representing the first ever multi-games partnership signed by the CGF.Damien Moston, Sportfive's managing director, Australia and New Zealand, and senior vice-president of global sales, said: “This relationship aligns with our agenda to increase value of the Commonwealth Games movement globally including through the world-first Commonwealth Games Federation Partnership model (CGFP) for current and future host cities, supporting stronger Commonwealth Games associations at the local market level and increasing the impact of the Commonwealth Games brand through partnerships.”
“Birmingham 2022 will be an amazing Games befitting a modern Commonwealth. It will be culturally diverse and we will see more women’s medals than men’s medals events at the Games for the first time. New sports including 3x3 basketball for able-bodied and wheelchair players and women’s T20 cricket are compelling additions for Australian athletes and fans. We’re very excited for the future of the Commonwealth Games.”
At the end of last month, the Australian Turf Club, which owns and operates thoroughbred horse racing, events and hospitality venues across Sydney, appointed Sportfive to grow the value of its commercial offering.
Sportfive will work with existing ATC partners and be tasked with attracting new sponsors.