Football Australia extends partnership with CUPRA
Football Australia has announced the extension of its sponsorship agreement with automotive brand CUPRA.
The collaboration between the carmaker and football’s governing body in Australia began in 2022, coinciding with CUPRA’s entry into the Australian market with its range of high-performance petrol, plug-in hybrid (PHEV) and battery electric vehicles (BEVs), including the official vehicle of the Subway Socceroos and the CommBank Matildas, the CUPRA Formentor.
The renewal of this partnership has been spruiked as a milestone for Australian football – highlighting the synergy between self-professed values-driven companies like CUPRA and the growth of the sport in the country.
“It’s fantastic to have CUPRA extend their partnership with Football Australia, allowing both parties to build upon the great work that has been achieved both on and off the field over recent years to drive forward Australian football,” said James Johnson, CEO of Football Australia.
“CUPRA as a brand and their workforce have an unwavering passion for football, and it’s their global approach to business which mirrors so perfectly how our national teams engage with world football. We are excited to see CUPRA remain part of the Football Australia Family and look forward to seeing what we can continue to accomplish as we move forward on this journey together.”
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The CUPRA brand, originating in Barcelona, has a rich history of igniting passion among football fans worldwide, serving as FC Barcelona’s official partner. With a roster of international ambassadors, including Australians Mary Fowler and Andrew Redmayne, CUPRA has successfully integrated football-themed events into its CUPRA Garages, fostering a strong connection between the two brands.
“Our renewal caps off two years of strong engagement and outstanding results for not only CUPRA, but for football in Australia as a whole,” said Ben Wilks, CUPRA Australia Director.
“Like an expert strike from Mary Fowler, our partnership has really struck home for our growing CUPRA Tribe in Australia. We’re delighted to see how that partnership continues to grow as we roll out a range of new initiatives and activations in this pivotal year for Australian football.”
CUPRA is actively involved in inclusivity and diversity projects in collaboration with Football Australia, exemplifying the shared values of the two organisations. This commitment will be highlighted during Football Australia’s Mardi Gras 2024 float, where a specially provided Mardi Gras CUPRA Born PROUD vehicle will be showcased alongside the Football Australia team.
Tom Rischbieth, Head of Commercial and Events at Football Australia, praised CUPRA’s impact on the football community.
“The team at CUPRA have been a wonderful addition to the football family in recent years. Their progressive brand, incredible content and storytelling, plus authentic passion for football, locally and globally, has created a huge impact,” Rischbieth said.
“We look forward to continuing this journey together as we look ahead to critical games for our beloved CommBank Matildas, Subway Socceroos and many of our Youth National Teams in 2024.”
