French automotive giant Renault has renewed and expanded its commercial deal with AFL Australian rules team Port Adelaide.
Renault began its tie-up with Port Adelaide in March and will now continue as a joint major partner until the end of 2015, with the option of further extension.
Port Adelaide chairman David Koch said: “Renault has played a significant role this season in our strategic drive to broaden Port Adelaide’s brand within the national market and we look forward to building on that momentum well into the future.”
Koch went on to thank Renault for keeping its faith in Port Adelaide and agreeing to enter into the sponsorship earlier this year as the Australian Sports Anti-Doping Authority (ASADA) investigation into drug use in Australian sport impacted negatively upon the public image of the AFL.
Renault Australia managing director Justin Hocevar admitted that the company had to consider its position before partnering with an AFL club.
“The decision for Renault to sponsor an AFL team was not an easy one,” Hocevar said. “There were many questions to answer. Was it the right partnership to reach the ideal audience? If so, which team was the right fit? With so much negative publicity surrounding the AFL at the start of the season was it better to just wait and see? They were all valid questions for a brand to consider before making a commitment of this magnitude.”