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A-League’s Perth Glory agrees new sponsorship as ownership change looms

A-League’s Perth Glory agrees new sponsorship as ownership change looms
February 13, 2020

Set to make their first ever Asian Champions League appearance, 2018/19 A-League Premiers Perth Glory have agreed a sponsorship deal with the Western Australian Government to promote 'Brand Perth' during the campaign.

The competition, the Asian Football Confederation's premier annual club tournament - running from February to November 2020 - has a combined live global television audience of 1.5 billion people and social media reach of more than 550 million a month to key Asian countries.

With cryptocurrency and sports investment group London Football Exchange reportedly nearing a deal to buy the club, the partnership, led by the makes Western Australian Government’s Invest and Trade WA, will see it become the Glory’s 2020 AFC Champions League (ACL) Principal Partner, with 'Perth' branded on the front of the team's playing strip for their games.

It also covers signage and branding, media, digital engagement and merchandise promoting Brand Perth throughout the 2020 ACL competition.

With the team’s first game kicking off in Tokyo next Tuesday, followed by the first game in Perth on 7th April, Perth and Western Australia will be promoted to international TV and online audiences, and important trade and tourism markets.

In a statement, Western Australian Premier, Mark McGowan advised that “the sponsorship and promotion of Perth is expected to deliver a significant investment return in tourist numbers and international education.”

With the Invest and Trade WA team also using the sponsorship to promote trade and investment opportunities to key business people and corporations from the home countries of Glory's opponents it will enable the state to take advantage of the Glory's media partnership that delivers digital and social media exposure in 14 Asian markets. This includes a game-streaming and social media reach of about 586 million a month in China, Japan and South East Asia-Pacific countries.

Premier McGowan also stated "Perth Glory's first ever appearance in the lucrative Champions League tournament comes at the perfect time for our State, while we manage the impact of novel coronavirus.

"This deal ensures we can leverage Perth Glory's success in our key Asian markets, allowing Brand Perth to beam into the lounge rooms of tens of millions of people.

"The return on investment in tourism and international education alone will be significant, and on top of that there's the trade and investment benefits that come out of this sort of profile.”

Western Australian Asian Engagement Minister, Peter Tinley added “this feeds in perfectly to the State's new Asian Engagement Strategy which will benefit from these big audiences to raise Western Australia's profile in key Asian markets.

"The Asian Engagement Strategy is designed to ensure WA leverages the enormous opportunities that exist in the region, which represents 42% of the world's economy, to diversify our economy and create jobs.

Glory has three home games at HBF Park in the qualification stage - on 7th April against Ulsan Hyundai of South Korea, 28th April against Shanghai Shenhua of China and 6th May against FC Tokyo of Japan - and three away games in Shanghai, Ulsan and Tokyo.

These group stage games are expected to reach more than 50 million viewers.

In 2016, more than 85% of the competition's viewers were from China, Japan and South Korea - major trade and tourism markets for Western Australia.

Images: Announcing Perth Glory’s Brand Perth partnership on the South Perth Foreshore today. Western Australian Premier, Mark McGowan stands in the centre (in a red tie) in the lower image.

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16th October 2019 - Former English Premier League head Richard Scudamore joins A-League as special advisor

12th July 2019 - Western Australian Government takes HBF Park developer to Court over venue ‘defects’

1st July 2019 - FFA agrees to independent management for the A-League

7th June 2019 - FFA and PFA announce move towards gender equity for W-League and A-League player payments

4th June 2019 - Undeterred by declining numbers for Shanghai fixture, AFL looks to expand presence in China

1st April 2019 - Australian Government announces three-year backing for AFL’s annual fixture in China

19th November 2018 - Health insurer HBF secures naming rights for Perth’s NIB Stadium

30th October 2018 - Asian Football Confederation agrees ‘historic’ commercial partnership with DDMC Fortis

23rd April 2018 - Peter Filopoulos moves from Perth Glory to become Football Federation Victoria Chief Executive

24th January 2018 - Brisbane Roar apologises to kit supplier after Asian Champions League farce

21st August 2015 - Three more years of Glory at nib Stadium

21st March 2015 - Western Australian Government questions Healthway sponsorships

23rd September 2014 - VenuesWest takes on nib Stadium operations

18th April 2014 - Scandal-ridden Asian football body stymies reform efforts

6th September 2013 - New executive director announced for Tourism WA

16th May 2012 - Nike continues backing of Asian football

30th April 2008 - New five-year plan released by Tourism WA


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