Virgin Australia Supercars Attract Multi-Year Deal With Repco Due To Sponsor Recall By Fans
Repco has signed a multi-year agreement with Virgin Australia Supercars Championship, becoming the tournaments Official Automotive Parts Retailer.
Following the return to the national motorsport landscape in 2018, Repco is now a sponsor of the Virgin Australia Supercars Championship and a Supercars team.
Last year, Repco partnered with current series leader, the Shell V-Power Racing Team (SVPRT) and over the past twelve months, Repco and SVPRT have integrated on a number of activities including promotions, advertising and internal activations, whilst building improved business operations and favourable associations.
“Brand associations are not what they used to be,” General Manager Marketing ANZ Repco, Diana Di Cecco, said.
“In this day and age, selecting an organisation to truly partner with is not an easy process.
“Both parties require certain levels of alignment when discovering if their values and future ambitions are a good fit to each other.
“We’re very fortunate to have once again found an outstanding group to partner with in Supercars.”
The Supercars deal represents an additional gear change into Repco’s longer-term strategy that includes a continued synergy into motorsport across Australia and New Zealand.
The partnership will see Repco secure substantial digital presence in various Supercars assets including their website, social media platforms, app and fan communications.
Importantly and in a tailored approach to media placement, Supercars and Repco plan to partner on promotions, broadcast assets, digital advertising, race highlights content, videos, and email communications, to name a few.
It will also see the use of on-track integrations such as signage and activations.
Di Cecco clarified that “in an effort to further enhance Repco’s growing digital footprint, the support program is in line with Repco’s revised media and brand equity strategy which see a more targeted approach to the advertising placement and return.”
In fact, according to Nielsen Sports’ Sportslink 2018, Supercars fans have better sponsor recall than any other Australian sport code, including AFL, NRL and Cricket, which alone gives the Supercars series a partner advantage with regard to consumer media consumption and brand awareness.
“We’re tremendously excited about our partnership with Repco,” Supercars General Manager Commercial, Jamie Black, said.
“It is great news for Supercars and great news for our fans.”
“With Repco on board as our Official Automotive Parts Retailer, we’re bringing a well-rounded cohort of partners to our series so every motoring enthusiast has the best Supercars experience.”
