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Canberra Raiders brew new shirt sponsor

Australian NRL rugby league team Canberra Raiders has agreed a shirt sponsorship deal with Dare Iced Coffee.

The brand’s parent company, Capitol Chilled Foods Australia, has signed a two-season deal with the club covering the 2017 and 2018 campaigns.

Financial terms of the deal were not disclosed, although the Canberra Times newspaper reported that the agreement would be worth A$450,000 (€307,000/$348,000) per year.

The Times said the deal takes the total kit sponsorship revenue generated by the Raiders past the A$2m a year mark, with main sponsor, Chinese telecommunications company Huawei, injecting around A$1m each season.

As part of the deal, Dare’s branding will feature on the sleeve of the Raiders’ home and away shirts, as well as on the team’s training wear. Dare will also receive exposure through media backdrops and signage at the club’s GIO Stadium.

In addition, Dare will be granted the right to use the Raiders brand in point of sale materials and marketing campaigns.

CCFA’s Canberra Milk brand is also a long-term sponsor of the Raiders, having first partnered with the club when it was formed in 1982. Canberra Milk’s branding will continue to feature on the goal post pads and on other signage during Raiders home games.

David Tyack, general manager of CCFA, said: “We look forward to seeing ongoing double digit sales growth for Dare, whilst supporting the Raiders to achieve significant wins both on and off the field.”