CRONULLA Sharks have about $2 million worth of sponsorship up for grabs after 80 per cent of their partnership agreements expire before the start of next season.
This includes being without a major sponsor after Cronulla opted out of its association with SHARK energy drink just months into a 2 year deal.
Discussions are also continuing with Toyota whose long-term naming rights for Shark Park have ended, while the Sharks are also searching for a sleeve sponsor, two short sponsors and a sponsor for coach Shane Flanagan.
Filling in the blanks will be newly appointed general manager of marketing and commercial Pat Woods’s biggest test since joining the club in September.
‘‘Gone are the days where the Sharks will snatch a money grab to get a brand on board,’’ Woods said.
‘‘These things take a long time and with the current climate it is a risk.
‘‘There’s no guarantees but we are confident of where the Sharks’ brand is at.’’
The deal with the drink company was subject to a review at the end last season while Fisherman’s Friend sleeve sponsorship was for one season.
Although SHARK energy may stay involved with the club, it won’t be as an apparel sponsor.
‘‘As a brand a lot has happened since we signed that deal and we feel the value of the brand has increased,’’ Woods said.
‘‘After some lengthy discussions we decided we’d head in different directions.
‘‘We didn’t wait until the official announcement with SHARK before we started talking to a few people.’’
Woods said there was a new sense of belief in the Sharks because of the $300 million development approval and the recruitment of high profile players Michael Gordon, Beau Ryan, Luke Lewis, Chris Heighington.
Cronulla have also added four full-time commercial staff.
The Leader understands Bluestone Capital Ventures, which will lead the club’s development, have shown an interest to step up their support of the club, while another long-term sponsor is also being considered.
‘‘Negotiations are very sensitive so I can’t go into too much detail about who we are talking too,’’ Woods said.
‘‘It may come from an internal partner, that wouldn’t shock people.
‘‘Some of our sponsors have been with the Sharks in the lean times and are starting to see infrastructure growth that is starting to excite them.’’
Woods, a life time Sharks fan, said he wanted to secure a long-term partnership with a strong national and multi-national partner.
He faced a similar challenge in his previous role with Queensland Reds.
‘‘We’ll be a bit more strategic so that we stagger our partnership terms and not have 80 per cent coming off contract at one time,’’ Woods said.
‘‘I’m confident that we’ll have [a major sponsor] for our first game but we won’t partner with anyone.’’
All clubs will also benefit from a $2 million increase in grants from the NRL.
FIGURES TELL STORY
Cronulla Sharks could beat their 2012 membership tally by Christmas but they want to double their count after finishing this year with the least membership numbers in the NRL.
The Sharks had slightly more than 5000 members this year but want to raise that to 10,000 before the start of next season.
‘‘I was surprised when I found out that the Sharks were last,’’ Woods said. ‘‘The perception out there is that the Sharks have a passionate membership base. Our crowds were up 20 per cent but a lot of those crowds were not members.
‘‘We’ve got some figures from the NRL that the Sharks have one of the biggest walk-up crowds.’’
The club has about 3000 members signed on for next season, compared with about 1750 last year, while Woods said corporate hospitality and merchandise sales were up 40 and 36 per cent respectively compared with 12 months ago.
UP FOR GRABS
- Front of jersey, Jersey sleeves , Two short sponsors, Naming rights of Shark Park, Coach’s sponsor.
SECURED
- Hisense (top, back of jersey), Luxbet (bottom, back of jersey), Onsite Cleaning (shorts).
