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When team wins, sponsors pay – Vodafone Warriors introduce new partnership concept

A New Zealand rugby league club is pioneering a new partnership model whereby sponsors pay more for each time the team wins.

The Vodafone Warriors – formerly the New Zealand Warriors – will trial the new scheme this season with its back-of-shorts sponsor.

The new sponsor will pay $5,000 (€2,870/$3,270) if the team is leading at halftime, and another $5,000 if the team wins.

10 per cent of the overall season earnings from the sponsorship will then go to charity, through the ‘Great Vodafone Warriors’ Charity Day’ event.

The announcement follows two creative concepts introduced by the club in the 2018 season, including a ‘pay-as-you-feel’ ticketing scheme for veteran Simon Mannering’s three-hundredth appearance, and a cut-price season ticket sale to maximise attendances.

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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.