ARU lures new sponsor dollars with Asteron

By AdNews | 26 June 2014

As the Australian Rugby Union enjoys a purple patch with the success of the Rugby Championship series the code has managed to extend its deal with Suncorp-owned Asteron Life into its community program.

The insurer will become naming rights partner of the code's Community Coach of the Year program, adding to its existing sponsorship of Super Rugby.

The ARU is using the success of the international Rugby Champion ship series and Bledisloe Cup to cement a number of new partnerships across the board.

The Code is also on the hunt for naming rights partner for its National Rugby Championship, which is seen as a key to continuing the engagement with sports fans outside of the international and Super Rugby seasons.

Sources at the ARU said that the announcement of a sponsor for the series was imminent and that it would come close to completing the sponsorship of all of its assets.

The deal with Asteron Life to sponsor the Community Coach program reflects the growing trend for sponsors to move their involvement in sports beyond the logos, match and team sponsorship to community programs that provide direct contact with fans and the opportunity to generate data.

The program helps support more than 18,000 rugby coaches across the country.

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