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he Western Force have announced three new commercial partnerships ahead of the 2021 Super Rugby AU season.

Headlining the new partnerships is WA beef producer, Harvey Beef, as the club’s new principal partner, as well as gas producer, Santos, as a major long-term partner, and insurance broker, SRG Group as a long-term official partner.

Harvey Beef’s logo is now set to be displayed front and centre on the Force’s home and away jerseys, as well as on training gear throughout the 2021 Super Rugby AU season, which is set to begin for the Force on Friday, February 19.

The SRG Group deal will see the firm feature on the front right chest position of the Force’s playing kit and the group will gain exclusive naming rights for the Clubhouse Lounge, which will now be named the SRG Clubhouse Lounge, at HBF Park.

The Santos partnership, however, will focus on developing grassroots rugby, with Santos to gain the exclusive naming rights of RugbyRoos, a program designed to provide safe and fun introductions to rugby union in Western Australia.

Western Force head of commercial operations, David Pitts, discussed all three deals individually.

“Harvey Beef is a premium brand with a rich heritage spanning over 100 years, so we’re thrilled to be partnering with them and count on their support as we enter an exciting new era in our club’s history,” Pitts said on the Harvey Beef deal.

“Ensuring we align with like-minded WA businesses is important to us as an organisation, so this is a fantastic partnership,” Pitts said on the SRG partnership.

“We’re especially looking forward to working closely together to ensure the development of our game within the state continues on an upward trajectory,” he said.

“Santos is one of Australia’s most iconic companies and we’re delighted to be partnering with this Australian pioneer,” Pitts said o the Santos commercial partnership.

“As a club, we share their ambition to build a better future through innovation and leadership.

“We also share a passion for grassroots rugby development, which is why this is such an exciting partnership for us,” he said.

Santos managing director and CEO, Kevin Gallagher, said Santos has been a long time supporter of grassroots rugby across Australia, and this partnership will help promote rugby and sport in more communities.

“Rugby and sport, in general, brings communities together, promotes healthy living and reduces social isolation in rural and remote areas, especially during COVID-19,” Gallagher said.

SRG Group managing director and co-founder, Rod Fitzgerald, said: “We have supported local rugby in WA for well over a decade.”

“Partnering with the Western Force, who are also a proud WA brand, as their official insurance partner, reinforces the belief we have in the future of rugby in Western Australia.

“We are particularly looking forward to socialising with the Western Force members in the SRG Clubhouse Lounge, a members-only venue.

“It will be a great place to enjoy the company of passionate rugby supporters,” Fitzgerald said.

Harvest Road CEO, Paul Slaughter, said the partnership between Harvey Beef and the Western Force represents a positive opportunity for the brand to show its commitment to the Western Australia community.

“We are very excited that Harvey Beef will be on the front of the Western Force jersey this season and behind the team all year,” Slaughter said.

“The beef and rugby loving communities of Western Australia will now be able to enjoy their favourite things together as we create incredible experiences for Western Force fans, on and off the field,” he said.