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Optus moves to end Australian football sponsorship

Telecommunications firm Optus has moved to end its sponsorship with Football Federation Australia, bringing an end to a five-year relationship between the two parties, according to The Australian newspaper.

The end of the partnership will confirm the closure of the optusfootball.com.au website, which runs a range of competitions and awards. Early reports from the newspaper suggest rival telco Telstra will fill the gap left by Optus’ exit.

Nathan Rosenberg, Optus head of brand, said: “Exiting the sponsorship with FFA was a tough call, but we need to invest in areas where our customers will directly receive the benefits. Optus has been transforming its business over the last 12 months to ensure that our customers are at the centre of our organisation. As part of this strategy, Optus is redeploying funds from traditional marketing communications programs, including sponsorships, into activities focusing on customer experience such as upgrading our branded retail stores and online presence.”

Optus is also reported to be considering the future of other sponsorship deals it currently holds.

The company’s sponsorship of Australian Football League (AFL) side Carlton will end this year, and The Australian reports that this partnership will not continue.

The company also currently enjoys partnerships with the likes of the Australian Open tennis grand slam and the Optus Golf Challenge charity event, but it is yet to comment on its future with these sports properties.