Dick Smith has inked a two-year sponsorship deal with the Melbourne Stars cricket team for an undisclosed sum.
The retailer’s logo will appear on the front of the Melbourne Stars tops during game days and training sessions from December 2013 when the KFC T20 Big Bash League season begins.
According to Dick Smith Australia and New Zealand director of marketing, Neil Merola, the sponsorship is part of a “new direction” that Anchorage Capital Partners is taking since it acquired the company from Woolworths in September 2012.
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“The business is in a strong financial position and keen to amplify its presence within the consumer electronics industry via strategic sponsorships,” he said in a statement.
Merola added that the sponsorship will allow Dick Smith to cross-promote its Victorian store network of 59 sites. Another seven stores are expected to open in the state before Christmas this year.
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