iiNet hits sports sponsorship for six
15 April 2014: iiNet, the leading challenger in the Australian telecommunications market, today announced a three-year principal partner deal with the Sydney Sixers.
iiNet commenced its relationship with the Sydney Sixers last year during the 2013/14 Big Bash season. Despite it being the first season, our research revealed that we enjoyed significant public recognition and media exposure.
iiNet Marketing Manager, Alicia Phillis said she was impressed with the results from the initial partnership.
"Sydney really embraced the team last year and the Sixers fan base has grown in a very short period of time, generating higher than expected levels of exposure for iiNet and our partnership with the team," Alicia said.
Dominic Remond, Sydney Sixers General Manager said he was delighted to partner with iiNet for a further three years.
"The brand synergies between the Sydney Sixers and iiNet around innovation and entertainment will add significant value to both parties. We have enjoyed the initial collaboration and look forward to amplifying this through greater activation as iiNet builds a greater presence in Sydney. Technology and connectivity will continue to drive our membership and fan engagement and iiNet are the perfect partner when it comes to both technology and their enviable customer service focus," Dominic said.
The Sixers sponsorship deal was sealed following the runaway sales and branding success of iiNet’s other major sports partnership, as principal partner of the Hawthorn Football Club.
Alicia Phillis said partnerships with the Hawthorn Football Club and Sydney Sixers - two teams with impeccable reputations and a strong avid fan base - have proven to be great channels to drive awareness and consideration in what is a very cluttered market.
"These decisions are not taken lightly with rigorous reporting and external benchmarking undertaken to ensure these risks are ones worth taking," Alicia said.
"The sales and brand recognition numbers coming from Victoria and New South Wales are outstanding, so we've just agreed to invest more time and resources into our partnerships in these key growth states, and continue growing the iiNet name and reputation alongside those of the two clubs."
In Victoria, iiNet broadband sales increased 55 per cent during the 2013 AFL season, while prompted awareness in Melbourne increased 10 per cent to a record high. The media exposure from the Hawthorn sponsorship has also greatly exceeded expectations, with a five to one value-to-investment ratio. The Hawthorn fans played their part too, with the iiNet Game Day Upgraded Campaign seeing strong engagement from supporters, alongside significant TV and signage support.
"The positive company growth resulting from these partnerships showed the benefit of exploring opportunities outside of iiNet's heartland market of Western Australia, one which is already heavily saturated.
"I am thrilled to be able to continue our relationships with both the Hawks and the Sixers, and we are all looking forward to cheering these teams on to another successful season. While our heart belongs to Perth and we will continue to explore partnerships in our hometown, building market share and brand awareness on the east coast is vital to iiNet’s continued growth and strength as a company," concluded Alicia.
For further information, please contact:
For further information, please contact:
Tina Liptai or Anthony Fisk
Communications - iiNet Group
Ph: +61 8 9214 2210 or [email protected]
iiNet is Australia’s second largest DSL Internet Service Provider and the leading challenger in the telecommunications market. Publicly listed on the ASX 200, our company is now valued at approximately $1 billion. We employ more than 2500 inquisitive staff across three countries - 80 per cent of whom are employed to directly service our 900,000 customers. We maintain our own super-fast broadband network and support over 1.7 million broadband, telephony and Internet Protocol TV (IPTV) services nationwide.
We're committed to making it simple for all Australians to connect across both our own network and on the NBN. Our vision is to lead the market with products that harness the potential of the Internet and then differentiate with award-winning customer service.
A full list of current awards can be viewed at iiNet Award /about/awards