Mercedes-Benz has jumped back on board as Australian Fashion Week naming rights sponsor, five years after it relinquished the role.
The motor vehicle company has signed a “multi-year agreement” with Fashion Week organiser IMG Fashion to front not only Australian Fashion Week but also the consumer-centred Sydney Fashion Festival. The new partnership will debut in August when the Mercedes-Benz Fashion Festival Sydney gets under way.
Mercedes-Benz replaces outgoing naming rights sponsor Rosemount, and Mercedes' general manager of marketing for Asia Pacific Gavin Allen was “excited” by the handover.
“As the founding naming rights partner of Australian Fashion Week in 1996, we are excited to once again align our brand with this premier industry event and continue to strengthen our brand's global commitment to fashion,” Allen said.
Mercedes-Benz partners with IMG Fashion on a number of events worldwide, including fashion weeks in New York and Berlin.
IMG Fashion Worldwide managing director Peter Levy farewelled Rosemount, part of parent company Treasury Wine Estates (TWE).
“Rosemount's energy and extensive commercial marketing activity around our events has helped to achieve a significant growth in the awareness of these important industry and consumer platforms,” Levy said.
“Partnering with Mercedes-Benz signals a new chapter and presents an exciting future for Australia's fashion community.”
TWE marketing director said Rosemount was “embarking on a new brand direction” to “engage with a broader consumer base”.
This story first appeared on AdNews sister title Ragtrader.
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