Consumer electronics retailer Dick Smith has agreed a five-year naming-rights deal for the NRL’s Auckland Nines rugby league tournament.
The sponsorship, brokered by event development and promotions group Duco Events, was announced at the draw for the inaugural two-day knockout competition, where teams from all 16 NRL franchises will contest a prize fund of NZ$2.6m (€1.6m/$2.2m).
Dick Smith will invest NZ$9m into the tournament over the course of the deal and ticket sales for the February 15-16 event at Eden Park have already returned revenues in excess of NZ$2m.
Dick Smith's backing will be matched over the five year term by Auckland Tourism, Events and Economic Development, which signed on as host city sponsor when the tournament was unveiled at the start of September.