Negotiating a naming
rights partner for the #1
In 2017, Netball Australia launched a new domestic Super Netball League and entered into a five-year joint venture arrangement with Nine Entertainment Co and Telstra. To support this new platform they needed an innovative commercial strategy that would generate signifcant sponsorship revenue. The first priority was to secure a new naming rights partner for the Super Netball League. However, the league was unproven in terms of audience viewership, fan engagement and commercialisation of sponsorships.
IQ went to market to source and attract potential like-minded partners that would support and grow the sport from grassroots to elite. Brand alignment was critical, along with the partner’s willingness to invest in the sport and take a risk on a competition that was still very much in its infancy.
IQ leveraged netball’s national footprint, high participation numbers and broad demographic reach to create a shortlist of potential partners. From this shortlist, IQ successfully negotiated a five-year deal with Suncorp as the new naming rights partner of the League. Suncorp’s brand fit was ideal for the sport as they were in the process of launching their brand nationally. The partnership has been incredibly successful for both parties. IQ has once again been engaged to manage the naming rights renewal negotiations for 2022.