Holden has signed a multi-million-dollar sponsorship deal with the National Rugby League (NRL) in an agreement that will see the homegrown car maker support every level of the popular sporting code over the next three years.
Holden’s first major sponsorship deal with one of Australia’s major football codes in more than 15 years sees it take over naming rights of the Under 20s competition (now called the Holden Cup) from domestic rival Toyota, which supported the development series for the past five seasons.
The local car maker has also assumed exclusive naming rights for the Holden State of Origin Series between New South Wales and Queensland; Australia’s national rugby league team, the Holden Kangaroos; and the Holden One Community Monster Raffle, which has raised more than $2 million for grassroots clubs across the country.
Joined by NRL interim CEO Shane Mattiske, Australian coach Tim Sheens, State of Origin coaches Mal Meninga and Laurie Daley, and star players Paul Gallen and Robbie Farah, Holden chairman and managing director Mike Devereux used today’s sponsorship to again emphasise the company’s commitment to Australia and local manufacturing.
“This sponsorship is the strongest indication yet that Holden is back, bigger and better than before, with a long-term commitment to building and selling cars in Australia, and investing in Australian talent,” Devereux said.
“Over the next decade Holden is investing over a billion dollars in our Australian manufacturing future to continue making world-class cars and today we have made our first move to substantially enhance our marketing by partnering with the NRL, one of Australia’s top football codes.”
Mattiske said the Holden deal was part of a solid new foundation for growth laid out by the league.
“It’s significant that Rugby League now has two of the biggest and most respected brands in Australia, Telstra and Holden, as its two biggest corporate partners in a sponsor family that supports all levels of the game,” he said.
“The opportunity to develop strategic partnerships with people and organisations who share Rugby League’s breadth of community involvement is an important part of our vision for the game and in Holden we have a partner who embodies that commitment.”