In a bid to get its name out to the average punter, iiNet has extended its partnership with T20 cricket team the Sydney Sixers for another three years.
The ISP initially hooked up with the Sixers for the 2013/14 T20 Big Bash League season.
According to iiNet marketing manager Alicia Phillis, the naming rights deal lead to “higher than expected” levels of exposure for the ISP in New South Wales. The company also has a three-year partnership with the Hawthorn Hawks AFL club which was signed in October 2012.
- Cricket Australia launches live match streaming subscription service
- Sydney Cricket Ground to roll out Wi-Fi network in 2014
- Telstra develops AFL app for Google Glass
The ISP is not the only technology vendor that has signed up with a sports team for public exposure. In July 2013, Dick Smith inked a two-year sponsorship deal with the Melbourne Stars T20 cricket team for an undisclosed sum.
According to Dick Smith Australia and New Zealand director of marketing Neil Merola, the sponsorship was part of a “new direction” that Anchorage Capital Partners is taking since it acquired the company from Woolworths in September 2012.
Follow Hamish Barwick on Twitter: @HamishBarwick