News from the sponsorship desk, as Sonny Bill Williams dons the denim for Just Jeans, The Warriors re-sign with Canterbury and X Factor NZ announces its commercial partners, minus a couple from last time.
The Honey-Billed William has returned to New Zealand shores to great media fanfare and he’s already cashing in, signing on as mascot for Just Jeans.
Williams will feature in a campaign shot in Sydney and Auckland with acclaimed photographer David Mandelberg for the summer range and the “uber cool campaign imagery magnify [sic]Sonny’s good looks and playful nature – set in a sun drenched, urban, loft apartment”.
“Picking Sonny to be the new summer ambassador was an easy choice,” says general marketing manager for Just Jeans New Zealand and Australia, Dianna Young, although one would imagine he was also a relatively expensive choice. “With his good looks and casual style, Sonny is the perfect fit for our new campaign and we couldn’t think of a better ambassador to represent Just Jeans for the Kiwi summer. It’s exciting to be working with the sporting icon during his return to New Zealand and we’re thrilled we could shoot the campaign back on home turf.”
Williams will appear in the Just Jeans summer TVC and in shop windows (new revenue stream idea: sell lifesize cardboard cut-outs of the dreamboat beefcake).
No word on whether he take up the challenge and don quadruple or even quintuple denim.
This deal adds to a personal contract that Williams signed with Adidas earlier this year. He also had deals with Powerade and Rebel Sport.
Let’s gone Warriors
Canterbury of New Zealand has extended its partnership with the Vodafone Warriors to nine seasons after signing a new three-year term to the end of the 2017 NRL season.
The deal means its CCC/three Kiwis logo will have appeared on the club’s kit in both its debut season in 1995 and its landmark 20th anniversary campaign in 2015.
The first six years of Canterbury of New Zealand’s current term as official apparel supplier has coincided with Vodafone Warriors dominating team kit sales across the NRL.
“Our partnership with Canterbury of New Zealand has been a fantastic success on every level,” says Vodafone Warriors chief executive Wayne Scurrah. “They’ve set the standard with our designs and have made our jerseys the most popular by far not just in the NRL but among all sports in Australasia.”
Since 2009 Vodafone Warriors jerseys have sold in exceptional numbers, none more so than the special greenstone heritage jersey ‘Te Toki Pounamu’ design in 2012.
Canterbury of New Zealand chief operating officer Jason Law says the success of the sponsorship included taking the players’ thoughts on board. As well as including feedback from players and training staff in the design phase, Canterbury of New Zealand uses advanced manufacturing techniques and technologies to give the NRL, New South Wales Cup and NYC teams a competitive advantage when training and playing.
After three seasons with the current home and away jersey design (2012, 2013 and 2014), Canterbury of New Zealand’s 2015 Vodafone Warriors range features an updated home and away playing kit for each of the club’s three teams. There will also be a special NRL Auckland Nines kit as well as a new training kit for the club’s NRL trials.
Also revealed will be a new casual range worn by the players when travelling, plus an updated sporting range which the players wear when training.
UPDATE: Woodstock Bourbon & Cola has also signed on as a new major sponsor of the Vodafone Warriors for the next three NRL seasons.
The partnership will see Woodstock’s logo featuring on the sleeves of the NRL team’s jerseys while Wild Buck Ale will appear on the sleeves of the New South Wales Cup side’s jerseys.
“We’ve always been popular with Vodafone Warriors fans and couldn’t be prouder to make it official and share their passion in what is a very special year for the club,” says Woodstock chief executive Julian Davidson. “We’ll be there every step of the way to help the Vodafone Warriors kick off their 20th anniversary celebrations. It’s a great time to start our partnership.”
Woodstock will also have pourage rights at all 11 Vodafone Warriors matches at Mount Smart Stadium. The deal also incorporates ticketing, signage, player access and merchandise benefits along with a number of exclusive behind the scenes experiences. And to kick off the sponsorship, Woodstock will give consumers the chance to win an exclusive NRL Auckland Nines experience.
Art meets commerce
MediaWorks has announced its partners for the 2015 series of X Factor NZ, with broadcast sponsor McDonald’s joined by Fruttare, 2degrees and VO5. But last season’s sponsors Ford and Coca-Cola have decided against it.
“The first season of The X Factor NZ exceeded all expectations in terms of ratings and audience engagement across our television, radio and interactive assets and we’re looking forward to delivering even more to our viewers with season two,” says MediaWorks TV chief executive, Paul Maher. “We’re incredibly pleased to have secured such a notable line-up of commercial partners, who will be an integral part of the programme format.”
McDonald’s will be joined by Streets’ Fruttare on the series pre-audition tour and throughout the programme broadcast with a series of activations.
Anthony Toovey, marketing director for Streets says: “Fruttare is the new and exciting frozen fruit smoothie on the market, so there’s a great synergy with us being involved in the series.” Mmmmmm, synergies.
2degrees are on board as the telecommunications partner and VO5 will be styling the contestants and judges as the beauty partner for the 2015 series.
As for the departing sponsors, head of corporate comms Rachel Lorimer says: “We had a very successful partnership with Ford and Coke for The X Factor NZ in 2013, particularly associated with the launch of the Ford Kuga and Coke’s Share a Song campaign. At this stage they are not involved the 2015 series, but McDonald’s has increased their involvement and we’re pleased to welcome new sponsors.”
The X Factor NZ will be hosted by Dominic Bowden. Melanie Blatt and Stan Walker have been announced as the first two judges for the series, with two further judges to be announced shortly.
Pre-Auditions for The X Factor NZ are taking place in 13 locations around the country starting in Auckland on Saturday, October 11 and finishing back in Auckland on November 2. And it is also opening it up to bands and offering the chance to audition via YouTube.