STATE OF ORIGIN
A strong sales pipeline leads
to great partnerships.
IQ’s role was to redirect partnership priorities and asset mix to secure a new major partner for the Qld State of Origin team. Complexity stemmed from the halo effect of the celebrated previous partner remaining within the family. The business goal was to grow sponsorship revenue, without compromising the value and awareness of any new partner coming on board and providing independent and distinct partner differentiation.
Queensland Rugby League (QRL) wanted to partner with a strong Queensland own brand that aligned with the Qld Maroons and would be willing to help support the growth of Rugby League through active investment in the surrounding community pathways and competitions.
IQ delivered an extensive sales pipeline with supporting collateral and went to market providing QRL a short list of potential partners. IQ was successful in securing Auswide Bank as the elite partner of QRL, with prominent representation on the front of jersey for the Qld Maroons through to grassroots as Naming Rights partner of the Mal Meninga Cup and under-18 representative sides.