Storm ramps up HostPLUS media exposure
Monday, 3 November 2008 12:35pm
The $7 billion industry fund HostPLUS has rounded up a good year of brand and media exposure via its sponsorship of rugby league team, Melbourne Storm.
In the latest S-Comm report, produced by research company Repucom, the Melbourne Storm jersey is the most valuable property across both the NRL and AFL, with more than $4.2 million generated in media return in season 2008.
The Storm's five key sponsors, HostPLUS, Medibank Private, Suzuki, Jayco and Reebok, all achieved "outstanding commercial success" in 2008 in their association with the club, claims the Melbourne Storm Rugby League club.
Media exposure value generated for Melbourne's five key sponsors was in excess of $15.8 million, an increase of nearly 40 per cent compared with 2007, 65 per cent compared with 2006, and a substantial 250 per cent compared with 2005, according to the club.
HostPLUS is using its sponsorship of the Storm to assist its membership drive into the Queensland superannuation market.
David Elia, HostPLUS chief executive told a Association of Superannuation Funds of Australia Communications forum in August that its sponsorship of the Melbourne Storm would assist its brand recognition among rugby fans in Queensland.
"Victoria and NSW represent 70 per cent of our membership. Queensland represents the biggest growth opportunity for HostPLUS partly because it is going to become a significant tourism hub in Australia," he said.
Storm chief executive Brian Waldron claims the value of the media exposure was "outstanding" considering the tough market environment.
"It is clearly the consequence of a combination of strong on-field performance, and commercial partners who work with us to leverage their sponsorships," said Waldron.
Across all four football codes, the Storm ranked fifth in relation to television audiences, and third when only NRL clubs are taken into account.
Nearly 50 per cent of the Melbourne television audience tuned in to watch the 2008 Grand Final.
Ruth Liew
