Queensland Rugby Union Secures Ford Australia

The Queensland Rugby Union (QRU) has announced a partnership with Ford Australia as the Official Automotive Partner of the QRU and the Queensland Reds for a minimum of three years.

This agreement immediately strengthens the QRU’s financial base and its suite of commercial partners, leveraging the synergy between the two recognisable brands, both boasting over a century of legacy.

Commenting on the partnership, CEO of Ford Australia, Andrew Birkic, noted: “We are excited to become the Official Automotive Partner of the Queensland Rugby Union, reinforcing our commitment to Queensland rugby and its communities.”

Emphasising the alignment and honour of the deal, QRU chief executive, David Hanham, added: “We are thrilled to be embarking on this exciting journey with an iconic partner, Ford Australia.”

“This partnership unites two iconic brands with rich histories and a commitment to excellence and innovation.

“Together, we will build a best-in-class partnership.

“Similarly to when Bank of Queensland committed to us earlier this year, we’ve been able to identify a prospective partner a long way out and work with them to demonstrate who we are and what we stand for, and pleasingly, it’s resonated with Ford Australia,” Hanman said.

The value of the partnership is multifaceted, encompassing brand visibility, operational efficiency, and fan engagement:

The Ford logo will be proudly displayed on the Reds’ playing shorts, a key broadcast asset.

Additionally, the branding will feature on the shoulder of the Coach Media Polo and the collar of Queensland Reds Under-15s, U16s and U19s training and playing jerseys, embedding the Ford brand across the entire Queensland rugby development program.

The partnership provides direct operational benefits to the organisation, with QRU staff receiving a fleet of F-150 vehicles and operational staff utilising Reds-branded Transit Vans for equipment transport.

The program includes provisions for Ford to “activate on Reds match days,” deliver “Fan Days featuring community clinics and Reds player appearances,” and produce branded social media content.

The long-term commitment from Ford joins an outstanding suite of renewed and new commercial partners, including Principal Partner BMS Group and the recent naming rights deal with Sumo Energy, signaling strong market confidence in the QRU and Reds organisation.

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