2015 Super Rugby season is RaboDirect’s last with the Melbourne RebelsThe 2015 Super Rugby Season is RaboDirect’s last as naming rights partner of the Melbourne Rebels after the straight-talking online savings bank announced it would not be renewing their partnership beyond October 2015.
Foundation partner of the Melbourne Rebels, RaboDirect has been instrumental in helping establish the Rebels in the Super Rugby competition since the team’s genesis in 2011, supporting the Rebels on their overseas tour to the UK and Ireland, and partnering the Melbourne Rising in their first season in the National Rugby Championship in 2014. RaboDirect leveraged the partnership to develop and communicate its products and brand values, and to connect with the Victorian Rugby Union audience and reward its customers through a unique inner sanctum ticketing and hospitality program.
Greg McAweeney, Group Executive, RaboDirect & Marketing, said the online savings bank had achieved what it had set out to through its partnership with the Melbourne Rebels. “Our financial support helped the Rebels establish themselves as a Super Rugby Union team in Victoria,” said McAweeney. “We stood shoulder-to-shoulder with the Melbourne Rebels over the past five years and we leave them on a sustainable footing in the Super Rugby competition and at a grass roots level.
“Our investment in the Melbourne Rebels far exceeds a dollar figure. The bank executed a comprehensive integrated marketing campaign over each of the five years and provided more than 6,000 customers with the chance to experience our unique RaboRugby behind-the-scenes inner sanctum program,” he said.
RaboDirect’s commitment to the Rebels will continue until the end of October with the focus remaining on the bank’s Conversions for Community program, which recognises volunteers who have gone above and beyond for the grassroots Victorian Rugby Union community. Conversions for Community culminates with the celebration of eight finalists and their nominators and the announcement of the 2015 Volunteer of the Year Award at the Weary Dunlop Lunch on Friday 16 October.
“RaboDirect’s partnership with the Melbourne Rebels has given us the opportunity to showcase the commitment to our cooperative values by making a meaningful, and we hope enduring, contribution to the burgeoning Rugby Union community in Victoria. We leave the Rebels on a sustainable footing, both in the Super Rugby competition, and at grass roots level, and we will continue to be keen supporters of Rugby Union from the sidelines,” said McAweeney.
“Our decision not to renew our partnership with the Rebels is based on our evolving business strategy for the coming years. Like any business RaboDirect continues to evolve and change, and it is important that this is reflected in our marketing and partnership activity.”
Melbourne Rebels Managing Director, Andrew Cox thanked RaboDirect for its investment, and support of, the Club since its inception in 2011. “RaboDirect has contributed significantly to the growth of both the Melbourne Rebels – and the wider Victorian Rugby Community – over the past five years,” said Cox. “We look forward to celebrating the 2015 Conversions for Community Volunteer of the Year award winner with them at the Weary Dunlop lunch in October.”
Looking to the future, McAweeney said RaboDirect will continue to explore partnership opportunities that align with the bank’s evolving business objectives and its commitment to local communities. “The excellent results of this partnership will help inform and influence our strategy as we explore potential future partnerships,” said McAweeney. “It’s too early to say what that will look like, but we’re exploring a number of options and our focus is on retaining our Australian customer base.”
For media enquiries please contact:
Charlotte James Communications
Phone: 0430 011 798
Rabobank Australia & New Zealand
Phone: 02 8115 2744 or 0439 603 525
Launched in 2007, RaboDirect is an online savings bank that offers customers competitive rates on their savings and term deposits. RaboDirect offers products to personal, business and Self Managed Superannuation Fund customers and was awarded Savings Institution of the Year for a third year running by the AFR Smart Investor magazine.
RaboDirect is a division of Rabobank Australia Limited (ABN 50 001 621 120) (AFSL 234 700), part of the international Rabobank Group, the world's leading specialist in food and agribusiness banking.
Operating in over 40 countries through a network of more than 1000 offices and branches around the globe, Rabobank was founded in 1898 and has more than 115 years' experience servicing the needs of approximately 8.8 million clients worldwide, providing customised banking and finance solutions to businesses involved in all aspects of food and agribusiness.
Connect with RaboDirect on Twitter @RaboDirectAU and on Facebook.com/RaboDirectAU.
For further information on RaboDirect visit RaboDirect.com.au