'They both add experience'0:47
AFL: Former Bombers Paddy Ryder and Angus Monfries are welcome additions to Port Adelaide bringing much needed experience to the club.
Global dairy giant Parmalat steps up to give Port Adelaide major power in commercial count
PORT Adelaide’s roll call of commercial backers is stronger with global dairy giant Parmalat joining the major sponsors list at the Power.
Parmalat will have its Australian-based OAK milk brand carry the sponsorship with prime position on the new-look Power jumper, along with French car maker Renault that has re-signed for next season.
The international tone to the corporate backing at Alberton is reflective of Port Adelaide’s move to an international market in China where the Power will play an AFL game for premiership points on May 14.
“Parmalat has interest in China - and they like the fact we want to explore China,” Port Adelaide chief executive Keith Thomas told The Advertiser tonight.
Port Adelaide’s corporate backing has more than tripled since the club’s dark hours in 2012 - and stood up against two disappointing seasons in which the Power has failed to play in AFL finals by ranking ninth and 10th.
Rather than struggle for sponsorship renewals or new deals, as happened often from 2009-12, Port Adelaide has found significant new partners in the past three years.
“Commercial partners are interested in more than on-field performance,” Thomas said. “They like the tone and attitude of our club - and our value system. They understand we are in a competitive environment on the field but they also appreciate the standards the club sets, particularly in the community.
“When I look at the corporate backing we have today - Renault, OAK, Four ‘N Twenty, Bank SA, RAA, UBet, Ausgold and Shanghai Cred - it is quite a powerful list. It tells us that three years on, the Port Adelaide Football Club is doing business better.
“There also is a statement of stability for our business.”
OAK replaces Energy Australia on the Power jumper. While Energy Australia has changed its commercial targets in Australian sport, the company will remain linked to Port Adelaide as its partner in community programs such as the Foodbank charity drive and academy and indigenous football programs.
Port Adelaide tomorrow will launch a new-look home jumper after noting two years of feedback from its members.
michelangelo.rucci@news.com.au
Originally published as Port gets the cream with new sponsor