SYDNEY, Australia (Feb. 12, 2016) — Toyo Tyre & Rubber Australia Ltd. has inked a multi-million dollar, multi-year co-major partnership deal with the Greater Western Sydney Giants of the Australian Football League (AFL).
The sponsorship deal includes Toyo's logo being displayed on the team's jersey as well as what the tire maker called “significant signage, branding and activation opportunities across the Giants' assets.”
With 7 million fans and 120 million television viewers in 2015, AFL is the highest rated, most attended and most popular sport in Australia, according to Toyo, which said its “partnership with the AFL and the increasingly successful Giants forms a major part of the brand's drive to create safer roads for Australian families.”
The AFL is the top professional league for what is known as Australian Football, Australian Rules Football, "Aussie Rules," etc. It is considered Australia's indigenous football sport.
The GSW Giants represent the most populated region in the sport, with a footprint across western Sydney, southern New South Wales and the Australian Capital Territory. The team attracted almost 600,000 attendees to games in 2015, with most fans family based.
Toyo Tyre & Rubber Australia CEO Michael Rudd said the partnership goes far beyond signage and jersey rights, demonstrating a “new direction” for the company and a commitment to supporting tire retail partners.
“This partnership is good for Toyo Tires, good for footy and the Giants and, ultimately, good for our customers,” he said. “Sport is the campfire around which Australian families gather. AFL is our national game, with family values complementary to Toyo Tires' family safety focus, and those of our retail partners.