HomeNewsNewsTelecommunicationsSupercarsAustralia

Superloop scoops naming rights to Adelaide 500

Australian telco Superloop has acquired the naming rights to the Adelaide 500, the opening race in the Virgin Australia Supercars Championship, in a three-year deal.

Reported as a ‘multi-million-dollar deal’ in the Australian media, the race will be named the Superloop Adelaide 500, starting with next year’s edition from February 28 to March 3.

The Adelaide 500 went without a naming sponsor last year after electrical accessories brand Clipsal ended its 18-year association with the race.

“Over 20 years, the Adelaide 500 has become Australia’s largest domestic ticketed motorsport event, injecting millions of dollars into the state’s economy,” South Australia’s tourism minister, David Ridgway, said. “Superloop has a strong local footprint in Adelaide with exciting plans for future expansion.”

In 2018, more than 273,000 people attended the 20th anniversary of the event, the largest Adelaide 500 since 2015.

Most recent

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.