The deal sees Holden become a platinum partner of the Magpies as well as the official sponsor of head coach Nathan Buckley and his coaching panel and the club’s exclusive motor vehicle partner.
The announcement comes just 24 hours after the local car maker confirmed a similar three-year deal with the NRL to become the naming rights sponsor of the State of Origin, the Under 20s competition and Australia’s national rugby league team, the Kangaroos.
The Holden deal ends a 10-year partnership between Collingwood and luxury manufacturer Lexus, paralleling Holden’s succession of Toyota with the NRL after the Japanese brand held naming rights to the Under 20s competition between 2008 and 2012.
Holden chairman and managing director Mike Devereux said the partnership with Collingwood and the AFL was a natural fit for his company, with the club and the game committed to innovation and excellence.
“Collingwood is the most famous sporting club in the country and we’re thrilled to sponsor Nathan Buckley and his team of coaches, one of Collingwood’s highest profile properties,” Devereux said.
“Both Holden and Collingwood are iconic Australian brands and come from strong foundations enriched in Aussie culture, supported by fans that have a real passion for these brands.”
Collingwood CEO Gary Pert said the opportunity to combine two famous Australian brands had “enormous possibilities” for both parties.
“There is no question the club has big ambitions over the next few years both on and off the field, and Holden will now become a key part of that strategy moving forward,” Pert said.
The two high-profile sponsorship deals come at the beginning of a crucial year for Holden, with the launch of the all-new VF Commodore set for April and a significantly upgraded version of the company’s other locally manufactured model, the Cruze, due later in 2013.