Collingwood Rebrands Club Headquarters to KGM Centre

Collingwood Football Club has announced a new chapter in its commercial strategy, with the club’s Olympic Park headquarters officially rebranded as the KGM Centre.

The announcement follows the strengthening of Collingwood’s partnership with Korean automotive manufacturer KGM, which joined as a Premier Partner earlier this year.

The expanded agreement will see KGM hold naming rights to Collingwood’s high-performance base for at least the next three years.

Collingwood CEO, Craig Kelly, said the naming rights partnership aligns with the club’s emphasis on high performance and innovation.

“It’s exciting for us to take this partnership to the next level, with our headquarters now named the KGM Centre.”

“Our high-performance facility underpins everything we do as a Club, from on-field preparation and training to the work that happens behind the scenes. KGM’s support further enhances this,” Kelly said. 

KGM managing director, Joseph Lee, said the partnership reflects the brand’s long-term strategy to strengthen its footprint in Australia.

“We are pleased to be part of such a historical venue as Olympic Park becomes the KGM Centre,”

“This partnership continues to strengthen our commitment to the Australian market,” Lee said. 

KGM national marketing manager, Steve Dimitrovski, added that the agreement extends the brand’s engagement with the club and its supporter base.

“We are thrilled to have the KGM Centre as the Pies’ home and to be part of one of the world’s greatest sporting precincts.”

KGM has a heritage of more than 70 years in automotive manufacturing and has built its reputation on reliability, performance and versatility across its vehicle range.

In Australia, the brand continues to grow momentum, supported by its National Head Office and parts distribution centre located in Melbourne. The Musso model has been recognised for its value and performance, winning Drive Car of the Year in its class for the past two years.

Former naming rights partner AIA Vitality will remain a key partner of Collingwood, continuing its work in supporting athlete wellbeing and promoting healthier lifestyles among club members and fans.

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