Agricultural equipment manufacturer Massey Ferguson has extended its commercial partnership with Australian Super Rugby franchise Melbourne Rebels for another two seasons.
Massey Ferguson will remain as a platinum partner of the Rebels until the end of the 2016 season, under an agreement that secures sleeve branding on the team’s playing shirts.
Having initially joined the Rebels as a coach’s sponsor in 2011, Massey Ferguson upgraded to become a platinum partner for the 2013 and 2014 Super Rugby seasons.
Massey Ferguson hopes the extended deal will continue to have an impact for the firm through activations in Victoria’s rural areas, which are traditional strongholds for rugby union support, as the Rebels play pre-season friendlies in Albury and Geelong.
Simon Hole, director of marketing in Australia/New Zealand for Massey Ferguson, said: “The rural areas are obviously our heartland, especially north of the river where rugby is very, very strong. We have seen our customers get on board when we've had sessions with the Rebels, whether it be games, team or player events.”