BUSINESS
THE PERFECT MATCH Auto Classic announces a new sponsorship deal with Super Rugby side the Western Force. By NORMAN BURNS Images MATT JELONAK
Courage. Passion. Respect.
T
hese words, which adorn the state-of-the-art Mt Claremont training base of Super Rugby side the Western Force, also sum up the business ethos of Perth’s leading BMW dealership, Auto Classic. So it’s no surprise that, through a new sponsorship deal, Auto Classic and the Western Force have struck up a partnership that extends the BMW brand’s high-profile support of Australian rugby. Last year BMW became naming rights partner of Australian Rugby’s
Pathway to Gold Program, a national ‘Talent Pathways’ model that helps identify, and support, top young playing talent. Auto Classic CEO Mark McDonnell says the one-year sponsorship of the Force for the 2017 season is a “natural fit” with BMW’s commitment to rugby on a national level. “Both brands are aligned,” says Mark, “with a very similar customer/ fan demographic. Rugby is known as the gentleman’s game and I would say a large proportion of the BMW range represents a gentleman’s vehicle. And many BMW owners are MARQUE AUTUMN
●
020
●
passionate rugby supporters, so we hope this partnership will provide them with an opportunity to combine their passion for both brands.” It’s obvious, too, from the good-natured rapport between Mark and his Force counterpart Mark Sinderberry that the deal is far more than a commercial consideration. “I’m not from a rugby background - I grew up supporting AFL - but I had the privilege of meeting Mark Sinderberry a couple of years ago and since then I’ve enjoyed the game, especially the strategy behind rugby,” says Mark. Auto Classic’s commitment (the logo will be placed on the back of the players’ shorts) is also another very positive sign for the Force, despite continuing uncertainty at the time of going to print as to the precise
AUTOCLASSIC.COM.AU