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Western Force stays safe with new main sponsor

Australian Super Rugby franchise Western Force has named Western Australia’s Road Safety Commission as its naming-rights partner for the 2017 season.

The deal is worth A$1.5m (€1.06m/$1.13m) and will see the commission’s branding feature on the front of the team’s playing jerseys. The agreement will initially run for a year and includes the option of a three-year renewal to cover existing broadcast agreements.

The renewal will be judged on pre-agreed performance indicators such as coaching staff serving as road safety ambassadors and providing up to 1,200 hours of service in support of road safety within the community or through the media.

Liza Harvey, Deputy Premier of Western Australia and Minister for Police, Road Safety, Training and Work Development, said: “We are gaining a partnership with the Western Force, we are getting a partnership in road safety, which will allow us to connect with a very important target market for us, with respect to road safety outcomes.

“Sport gives us the opportunity to speak directly to that target market and through this sponsorship deal with the Western Force, we’ll be able to reach out to our regional communities where last year the regional areas are where we had the worst results in regards to road safety.”

Perth-based Western Force begins its 2017 Super Rugby season against the New South Wales Waratahs in Sydney on February 25.