I noticed this little bit of news this evening :
Netball Australia has signed a sponsorship deal with online department store, DealDirect.com.au. The new, two-year sponsorship makes DealsDirect.com.au one of three Gold Sponsors of Netball Australia, along with Holden and San Remo. DealsDirect.com.au will support Netball Australia’s online membership portal, MyNetball, the Holden Netball Test Series and will take up naming rights of the National Netball Championships.
Naming rights is a great way to get exposure to a demographic that must obviously be strong with them – females.
I can’t remember hearing of another online pureplay ecommerce business securing naming rights sponsorship to any series like this before? Maybe I am wrong? (If so, please let me know!)
It really is an interesting move, and like any foray into ‘offline’ advertising I am guessing it will be a bit of a test (although they would have to be fairly confident of results, the sponsorship deal wouldn’t be cheap). Other pureplays like Carsales.com.au have been using TV ads, and radio, perhaps with reasonable success as they continue to use those mediums. DealsDirect also tried a little TV, but Paul Greenberg, co-founder, wasn’t jumping for joy about the results the last time I asked him. ‘Too hard to measure effectively’ was the summary of his response.
Lets hope Netball is a little more targeted, and a good ROI for them.