On 5 October, Isuzu UTE Australia (IUA) launched a digital and social campaign led by an online video trumpeting its new three-year partnership as the first-ever naming rights partner of the elite A-League men’s football competition.
The spot introduces the newly named ‘Isuzu UTE A-League Men’ and outlines IUA’s multifaceted A-Leagues partnership which also includes becoming the Official Automotive Partner of the men, women, youth and eSport leagues.
The partnership was announced through a launch event and parallel online campaign spanning social content across both property, sponsor and club channels led by 90-second video announcement titled ‘Isuzu UTE & A-Leagues Announce Naming Rights Partnership – Isuzu UTE Australia’ posted on 5 October.
We’re stoked to welcome @isuzuute as our naming rights partner for A-League Men
Kicking off this 2021/22 Season, you’ll see their name on our men's player kits and so much more. Here’s to having you on our team for the next three years, Isuzu UTE! https://t.co/FAkYzuvGvD pic.twitter.com/ZF1cRfSOL4
— Isuzu UTE A-League Men (@aleaguemen) October 5, 2021
Just a couple of good looking Reds in a Ute. https://t.co/KvTnhFLDgp pic.twitter.com/38qcmnvACj
— Adelaide United (@AdelaideUnited) October 5, 2021
The new tie-up includes a range of sponsorship rights and marketing opportunities including men’s player kit branding, stadium signage and branding rights across all A-Leagues channels, digital content and activation rights at all A-League Men’s and Women’s matches.
Supporting the property both on and off the pitch, IUA will also provide a fleet of vehicles to the A-Leagues for on-the-ground support.
Comprising of 12 professional men’s football clubs across Australia and New Zealand, the Isuzu UTE A-League represents the pinnacle of men’s professional football in the region and Isuzu UTE’s naming rights partnership starts on 6 October ahead of the first match of the season on 19 November.
“This is an historic day for the A-Leagues and we’re proud to have partnered with Isuzu UTE Australia, one of Australia’s top-selling automotive brands, with rapid growth across its D-MAX Ute and MU-X SUV ranges. We have an ambitious vision for the future of professional football and IUA will be a key partner on this journey,” said A-Leagues Managing Director Danny Townsend.
“The A-Leagues are all about inspiring everyone to play their own way, on and off the pitch, so there is a natural fit with the Isuzu UTE brand values of adventure, reliability and performance. Football fans and Ute & SUV lovers live for the weekend and so we are excited to explore this connection with our audiences,” added A-League’s Chief Commercial Officer Ant Hearne.
“We are delighted to be joining forces with the fastest growing sport in the country. The A-Leagues bring together the best of football in Australia – the game’s unparalleled diversity, reach and participation is key to our strategy to connect with modern Australia,” commented said Isuzu UTE Australia Managing Director, Hiroyasu Sato.
“We recognize that football is a great vehicle for bringing families and communities together, from amateur weekend players through to the professional A-Leagues. It’s a natural fit with our customers who share that spirit of excitement and adventure with football fans, and we look forward to being able to support the A-Leagues and Network 10 to bring football to all Australians,” Sato added.
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The united A-Leagues entity was formed in 2021 when the operation, commercialisation, and marketing of professional football in Australia unified under a single brand spanning the A-League Men, A-League Women, A-League Youth, and E-Sports Leagues.
The Isuzu UTE A-League Men 2021.22 season will be televised across Network Ten, via free-to-air and on-demand through Paramount+.
The A-Leagues are a new addition to IUA’s existing partnership portfolio which also includes Surf Life Saving Australia and its own Local Sports Sponsorship Fund (which has been supporting grassroots sporting clubs in local communities across the country for many years).
The deal comes just a week after Australia’s top men’s, women’s and youth soccer competitions were brought under the collective A-Leagues banner in a move designed to promote gender equality and inclusivity which was trumpeted through a comprehensive new ‘We Are All A-Leagues‘ brand identity campaign.
While the new alliance if pitched as the first naming rights deal for the rebranded competition, in its previous incarnation the A-League had a primary sponsorship deal with South Korean car manufacturer Hyundai which in 2019 activated through a campaign called ‘Where Heroes Are Made’ before its association with the competition ended in 2020.
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