Retailer Dick Smith has signed a sponsorship deal with the Melbourne Stars cricket team for the next two seasons of the Big Bash League. It's all part of an increased investment in marketing.
The agreement will see Dick Smith be the principal partner and official consumer electronics partner for the next two seasons. Its logo will appear on the front of the team's playing uniform as well as official apparel worn by coaches and players.
Dick Smith Australia and New Zealand director of marketing Neil Merola told AdNews part of the rationale behind the sponsorship was the brand's increasing focus on families. “The Big Bash allows that with its 50/50 male/female fan split,” he said. “Lots of families attend the cricket and well-aligned to some of our national activities.”
He said the fact the Big Bash will now be broadcast on free-to-air TV, on Ten after the network's successful bid for the broadcast rights, made it a more attractive partnership, as it allowed the brand to reach more families. Merola added the Stars sponsorship was the first for the brand since it was acquired by Anchorage Capital Partners in November. The brand is also looking at other family-oriented sports such as tennis.
The chain has another 15 planned store openings before December to add to the retailer's 260 stores nationwide.
Merola said since Anchorage took over, Dick Smith has realigned its marketing strategies and are investing more in it. For example, the company has increased its frequency of catalogues to weekly as well as nightly 'Dick Offers'. The realignment followed four months of research to identify the company's primary customer.
Merola said in a statement: “This partnership forms part of the new direction the Dick Smith business is taking since Anchorage took hold of the reins. The business is in a strong financial position and is keen to continue to amplify its presence within the consumer electronics industry via strategic sponsorships.”
He flagged there is more in the marketing pipeline and sponsorship will play a part.
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