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2019 sydney swans

sponsor guidelines


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These guidelines have been developed to assist Sydney Swans corporate partners to utilise contractual benefits within the AFL landscape. Please note all AFL Clubs operate within a regulated market to protect both AFL and Club corporate partners and AFL and Club Intellectual Property. As with all AFL clubs, the Sydney Swans are governed by AFL Policies and Guidelines including both the Collective Bargaining Agreement (the Player Welfare agreement between the AFL and AFL Players’ Association), and the AFL Commercial Guidelines (AFL guidelines relating to sponsorship, marketing, apparel, ticketing, merchandise). We thank you in advance for respecting the landscape in which we operate and should you have any questions relating to these guidelines please contact your Account Manager. Here’s to a great season ahead! Go Swans

DISCLAIMER: These guidelines have been developed for Sydney Swans corporate partners by the Sydney Swans Corporate Partnerships Department. The Sydney Swans Corporate Partnerships Department has compiled the content of this resource in good faith and has endeavoured to ensure that all material is accurate at the time of its inclusion. These Guidelines will be revised as specifications, policies and/or AFL requirements are updated and your Account Manager will inform you of these changes


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SYDNEY SWANS FOOTBALL CLUB Office Hours:

Monday - Friday, 8.30am - 5.00pm

Postal Address:

PO Box 173 Paddington NSW 2021

Street Address:

Sydney Cricket Ground Light Tower #4 Driver Avenue, Moore Park NSW 2021

Main Reception Phone:

02 9339 9123

EXECUTIVE Kelle Storey Head of Commercial Operations Email: Direct: Mobile:

StoreyK@sydneyswans.com.au 02 9339 9118 0478 488 725

ACCOUNT MANAGEMENT Kristin Nopson Senior Manager - Corporate Partnerships Email: Direct: Mobile:

Nopsonk@sydneyswans.com.au 02 9339 9203 0449 873 718


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Lauren Marr Senior Manager – Commercial Operations Email: Direct: Mobile:

MarrL@sydneyswans.com.au 02 9339 9108 0434 259 965

Lily Brown Corporate Partnerships Manager Email: Direct: Mobile:

BrownL@sydneyswans.com.au 02 9339 9131 0424 307 169

Jacob Sargeant Corporate Partnerships Manager Email: Direct: Mobile:

SargeantJ@sydneyswans.com.au 02 9339 9161 0401 863 494

Carla Monforte Corporate Partnerships Manager Email: Direct: Mobile:

MonforteC@sydneyswans.com.au 02 9339 9153 0416 242 715


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Nick Verhelst Corporate Partnerships Manager Email: Direct: Mobile:

VerhelstN@sydneyswans.com.au 02 9339 9189 0418 241 160

Jeremiah Morris Corporate Partnerships – Account Executive Email: Direct: Mobile:

MorrisJ@sydneyswans.com.au 02 8045 0200 0406 674 293


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36 46 32 22 17 4 7 34 13 16 42 23 39 9 5 29 15 10 12 19 44 21 30 27 3 43 2 14 35 38 11 26 47 24 20 31 25 1 8

BY SURNAME Aliir Aliir Joel Amartey ® James Bell ® Nicholas Blakey Darcy Cameron Ryan Clarke Harry Cunningham Jordan Dawson Oliver Florent Zac Foot Robbie Fox Lance Franklin Heath Grundy Will Hayward Isaac Heeney George Hewett Kieren Jack Zak Jones Josh Kennedy Matthew Ling Jake Lloyd Jack Maibaum Tom McCartin Justin McInerney Jarrad McVeigh Lewis Melican Daniel Menzel Callum Mills Sam Naismith Colin O'Riordan Tom Papley Luke Parker Toby Pink ® Dane Rampe Sam Reid Harry Reynolds ® Ben Ronke James Rose James Rowbottom

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 38 39 40

BY NUMBER James Rose Daniel Menzel Jarrad McVeigh Ryan Clarke Isaac Heeney Jackson Thurlow Harry Cunningham James Rowbottom Will Hayward Zak Jones Tom Papley Josh Kennedy Oliver Florent Callum Mills Kieren Jack Zac Foot Darcy Cameron Callum Sinclair Matthew Ling Sam Reid Jack Maibaum Nicholas Blakey Lance Franklin Dane Rampe Ben Ronke Luke Parker Justin McInerney Durak Tucker ® George Hewett Tom McCartin Harry Reynolds ® James Bell ® Ryley Stoddart Jordan Dawson Sam Naismith Aliir Aliir Colin O'Riordan Heath Grundy Nick Smith


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18 40 33 6 28 45

Callum Nick Ryley Jackson Durak Sam

Sinclair Smith Stoddart Thurlow Tucker ® Wicks ®

42 43 44 45 46 47

Robbie Lewis Jake Sam Joel Toby

Fox Melican Lloyd Wicks ® Amartey ® Pink ®


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PROTECTING OUR BRAND & IP The AFL, AFLPA and Sydney Swans have strict regulations regarding use of Club and player Intellectual Property (IP). Any use of Sydney Swans IP must be provided to your Account Manager for internal Club approval and also submitted via AFL Brandzone. SYDNEY SWANS – INTERNAL APPROVAL Any time Sydney Swans IP is used (including - but not limited to - the Sydney Swans logo, guernsey, player imagery & footage, trade names, fixture, emblems), partners must seek approval from the Sydney Swans Football Club. Please send artwork/creative to your account manager who will seek internal approval. AFL BRANDZONE – ONLINE BRAND APPROVALS AND GUIDELINES SYSTEM Furthermore, once internal approval has been granted, partners must also seek approval from the AFL via AFL Brandzone. AFL Brandzone is an online brand approvals and guidelines system where you can access, download and gain approval for all AFL IP requests and artwork/creative submissions. To lodge a new Sydney Swans IP request or artwork / creative submission, please register at www.aflbrandzone.com.au New user registrations can take up to 48 business hours to approve. Upon approval you will receive an email notification to confirm your registration. AFL BRANDZONE – ARTWORK APPROVALS To lodge a new Sydney Swans IP request or artwork / creative submission you will need the following information: • Campaign Name • Campaign details – mediums, quantity, location • Campaign start and end • Location – local or national (two or more states) • Examples of the creative where possible (to be uploaded to AFL Brandzone for approval) APPROVAL TIMELINES When planning to use Sydney Swans IP (logo or player imagery) please factor into timelines that internal approval will take up to 3 days, while AFL Brandzone


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approvals can take up to 7 working days. Also remember, changes to artwork may be requested and updated artwork will need to be resubmitted. Important: It is the corporate partner’s responsibility to submit artwork through AFL Brandzone (not your Account Manager’s responsibility). Please send your AFL Brandzone approval confirmation to your Account Manager once approved by the AFL.

PLAYER IMAGERY FOR COMMERCIAL USE If you require an image for commercial use, AFL approval must be given (via AFL Brandzone). Any time a Club sponsor wants to use player imagery, it is deemed “Commercial” and this includes, but is not limited to, applications such as press/magazine advertising, club publication, advertising (including season guides, magazines, newsletters, and website advertisements), billboards, flyers and catalogues. AFL & CBA GUIDELINES FOR USE OF PLAYER IMAGERY (COMMERCIAL) All image use must adhere to the Collective Bargaining Agreement Categories: Promotion of the Game, Featured, CBA Compliant and Additional Services Agreements (ASA). • Image to feature 4-6 players (in focus and identifiable) • Images are not to be edited/photoshopped/cropped • Avoid use of retired players or players who have traded clubs unless use serves a historical purpose • Avoid using images with empty stadiums • Players must be wearing the current playing strip


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•

If partners wish to use an image of an individual player or less than the 4 required players, permission needs to be sought by that player and additional fees may apply. o Please note: a select number of partners receive this right as the Sydney Swans have Additional Service Agreements with selected players that relate to specific partners/brands. It is best practice to use a CBA compliant image.

ACCESS TO IMAGERY The AFL provides access to imagery containing AFL Intellectual Property for use in commercial purposes. The provision of imagery is subject to an approval process as well as a license and delivery fee. Website: http://www.aflphotos.com.au Please note: the Sydney Swans have a limited number of photos each season, please check with your Account Manager before buying through AFL Photos.

USING THE SYDNEY SWANS LOGO STANDARD & REVERSE All collateral using the Sydney Swans logo must be submitted through AFL Brandzone. The Club encourages the use of the lock up logos developed for each partnership to recognise the relationship between the brands.

For use on a solid white background

For use on a solid black/dark background

SYDNEY SWANS COLOUR PALETTE The Sydney Swans use three colours, red, white and black. The two main colours are red and white. Black is to be used sparingly and generally for body copy. Please do not use black on red (black is to only appear on white).


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RED

BLACK

WHITE

PANTONE

PMS 485

PMS BLACK

PMS WHITE

CMYK

0,93,95,0

5,0,0,100

0,0,0,0

RGB

213,43,30

0,0,0

255,255,255

CLEAR SPACE The clear space on all sides of the logo is 25% of the x-height of the logo. For example, if the logo is 60mm high, the clear space is 15mm. This clear space applies to text, but not images. MINIMUM SIZE Determine the minimum height of the logo by measuring the height of the typography. It should be no smaller than 2mm high.

Clear space

Minimum size

UNACCEPTABLE USAGE Correct usage of the logo is essential to maintain the integrity of the Sydney Swans identity. Inconsistent or careless use of the logo diminishes its value and weakens its impact. Only use approved artwork provided by the Sydney Swans and never reproduce the logo from any black and white, colour or facsimile printed material. Incorrect use examples: • The Sydney Swans logo should never be distorted in any way. • The logo should not have any of the colours changed from what is supplied. • The logo should not be printed or displayed at an angle. • The logo should never be placed within a border or enclosed shape.


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• • •

The logo should never have any parts replaced or changed using another typeface. The logo should never be placed over a complex image background. The logo should never be used in colour on a coloured background.


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• • •

• • • • • • •

Our LED signage supplier QMS Sport have the ability to produce LED signage creative for Sydney Swans corporate partners. Corporate Partners can change LED signage at any stage throughout the season. Please contact your account manager or Lauren Marr to discuss. Different fees apply, for LED creation, existing LED or to edit LED into the format required for QMS Sport. Pricing and specifications have been communicated via your account manager.

For maximum brand exposure ensure your logo is visible at all times. Using the maximum stage/pixel height for logos and text will ensure your message is legible. Stage height is limited, so where possible avoid a stacked logo/message and use a landscape version. Communicating your message on TV is best achieved by avoiding fast/continuous movement of logos/text/images. Dark background colours are the most effective. White/light coloured backgrounds don’t translate well to the TV audience. All laterally moving objects should appear seamlessly to move from one banner to the next. Therefore, move objects from the right/left side of the stage simultaneously. To view best practice creative from other Sydney Swans partners: CLICK HERE

In addition to your account manager, Lauren Marr can also be reached with any questions. Email: marrl@sydneyswans.com.au Phone: 02 9339 9108


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WHY IT WORKS • Dark background colour with the full stage height utilised. • Artwork can be utilised as static signage or can also have an interchangeable message.

There is very few static signage sites remaining in the SCG, as communicated in late 2018. This is a result of the Allianz Stadium redevelopment, with majority of static signs being converted into LED panels. For any corporate partners who retain static signs, your account manager will be in touch and advise the result of the annual signage audit, 2019 pricing and if applicable specifications.


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Join Sydney Swans Chairman Andrew Pridham, Corporate Partners and invited guests for fine food and pre-match entertainment at the Sydney Swans Chairman’s Club, presented by Kaplan. A Chairman’s Club ticket includes: • Pre-match Lunch / Dinner, half time footy fare and beverages throughout the match • Pre-match entertainment from Sydney Swans Ambassadors and special guests • Private seating outside the Steve Waugh Room at the SCG • Parking – 1 pass per 2 people • Access to the After Match Function Opening Times: The Chairman’s Club opens approximately two hours prior to the bounce of the seniors’ match, please make note of the function start time on your ticket and match day email. Guests arriving after the service time may not receive a meal. Guest Names and Dietary Requirements • Guest names are required for all guests attending Chairman’s Club. • Guest names will be required one week prior to match day. Please note any names received after this deadline may not be included on table place cards. • Please advise of any dietary requirements when submitting guest names, late dietary requests may not be guaranteed. • Guest names and dietary requirements can be submitted via our website or through the link provided in the email that will be sent to you prior to the function. Chairman’s Club After Match Function Your Chairman’s Club ticket entitles your guest/s to attend the Chairman’s Club After Match Function, located in the Steve Waugh Room at the SCG for one hour post the final siren. A valid Chairman’s Club ticket or After Match Pass must be shown to gain entry to this function. If you have guests who require additional passes for this function please notify your Account Manager the week prior to the match


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Dress Code: Men – Lounge Suit, Ladies – Business Attire. Strictly no denim or leggings. Age Restrictions: This function is restricted to guests 18 years and over Retail Pricing: $450pp Partner discount is available

The exclusive Chandler Macleod Club is a sensational way to host your guests at all Sydney Swans home matches. Situated in the Club SCG Function Room you will overlook the entire stadium. The Chandler Macleod Club will provide a premium and relaxed atmosphere to enjoy Sydney Swans matches with friends or clients. The Chandler Macleod Club includes pre-match canapés and half time footy fare. Beer, wine and soft drink is available throughout the match. Opening Times: The Chandler Macleod Club opens one hour prior to the senior match commencing. The exact timings will be listed on your match ticket. Dietary Requirements: Please submit any dietary requirements to your Account Manager one week prior to match day. Dress Code: Smart Casual Age Restrictions: This function is restricted to guests 18 years and over Retail Pricing: $285pp Partner discount is available

The Sydney Swans Private Suites located at our home ground the SCG, offer a premium experience in hospitality and service. With uninterrupted views of the field, from both inside and outside the Suite, provides an exclusive space for a sensational match day experience. AFL Footy Records and four parking passes are also included. Opening Times: Private Suites are available from when the stadium gates open; however please indicate your arrival time on your catering order form or via your Account Manager so a steward can be available for beverage service. Catering & Dietary Requirements: • If catering is included in your package the Sydney Swans will organise this on your behalf. Menus will be distributed prior to the start of the season. Please submit any dietary requirements to your Account Manager one week prior to match day • If you are responsible for ordering your catering, Delaware North will be in contact to advise on catering options and website logins. Please ensure you place your order prior to the catering deadlines to avoid disappointment and surcharges. Please note any dietary requirements when ordering online.


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Dress Code: Smart Casual Age Restrictions: Private Suites are a children friendly space with adult supervision. Children aged 5 and under as at January 1, 2019 are entitled to enter the SCG at no charge; however, they must not occupy a seat. Any child over 5 years old will require a valid ticket to gain entry. Retail Pricing: $450pp Partner discount is available

Minimum guest numbers are 12, maximum numbers are 20. Please note there are only 14 match viewing seats in the Private Suites The Sydney Swans Outdoor Corporate Box area is a fantastic space for hosting clients, family or friends. Enjoy watching the match from a prime location at the SCG. An undercover open air box offers a premium experience for its guests, with remarkable match viewing. Opening Times: The Outdoor Corporate Boxes open when the stadium gates open. Catering commences approximately one hour before the bounce of the senior match. Catering & Dietary Requirements: If catering is included in your package the Sydney Swans will organise this on your behalf. Menus will be distributed prior to the start of the season. Please submit any dietary requirements to your Account Manager one week prior to match day. If you are responsible for ordering your catering, Delaware North will be in contact to advise on catering options and website logins. Please ensure you place your order prior to the catering deadlines to avoid disappointment and surcharges. Please note any dietary requirements when ordering online. Dress Code: Smart Casual Age Restrictions: The Outdoor Corporate Box area is child friendly with adult supervision. Children aged 5 and under as at January 1, 2019 are entitled to enter the SCG at no charge however, they must not occupy a seat. Any child over 5 years old will require a valid ticket to gain entry. Additional Purchase Options: Catered Boxes: A catered Outdoor Corporate Box provides you with everything you need to entertain your clients and enjoy the match. You will have a steward


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servicing to your box throughout the match with food and beverages included. Within this package, you will also receive two parking passes and AFL Footy Records. Retail Pricing: $3300 per box (8 guests) Partner discount is available Un-Catered Boxes: Our un-catered box package provides a budget friendly option for hosting clients, team members, family and friends. Un-catered boxes receive catering vouchers to the value of $30 per person. These can be utilised at the catering outlets within the Corporate Box area. Retail Pricing: $1375 per box (8 guests) Partner Discount is available Please note: all prices listed above include GST.

Your Account Manager will send you a match day letter for each match; this includes all match day information and tickets. Details include dress code, transport options, best arrival time and parking provisions. We recommend you make a copy for each of your guests and provide the letter along with their tickets prior to match day.


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You cannot bring your own food into any corporate area of the ground. The following function tickets include catering: • Chairman’s Club • Chandler Macleod Club • Catered Private Suites • Catered Outdoor Corporate Boxes Please note you can purchase an un-catered Corporate Box and purchase your food from the catering outlets on Level 4 of the SCG on a match day. This does not apply to Private Suites, if there is no catering organized for an SCG Private Suite you cannot take food or purchase catering on match day and take into the suite.

If you have issues with catering on a match day please contact your Account Manager or the Sydney Swans Corporate Hospitality Match Day Hotline: 0402 966 551

The Sydney Swans are dedicated to continually improving our Corporate Hospitality offering each year. While we do not manage the catering, we provide constant feedback to SCG caterers and Delaware North. We would appreciate any feedback you can provide on your experience during Season 2019. To provide feedback after a match please email your Account Manager or the Corporate Hospitality Team: corporateclients@sydneyswans.com.au

www.sydneyswanshospitality.com.au


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Sydney Swans Corporate Ticketing is available as EzyTickets. You will need to download your EzyTickets from your online portal. If you are a new customer you will receive an activation email, however if you are returning customer you can log straight into your account to access tickets. These tickets are required for ground and box entry and must be kept on you at all times. Tickets can be printed or scanned off your phone.

Bookings Should you wish to book additional hospitality options for any Sydney Swans home games, please visit the Corporate Hospitality website and click the corporate space you wish to purchase. www.sydneyswanshospitality.com.au You can book the following hospitality options online: • Chairman’s Club, presented by Kaplan • Chandler Macleod Club • Private Suites • Catered Corporate Boxes, presented by CSG o Un-catered boxes are available for limited matches; if the match you would like to book is not listed please contact your Account Manager. Discount for Corporate Partners Sydney Swans Corporate Partners are entitled to 10% discount when booking Sydney Swans home game corporate hospitality (excluding the Finals Series). Simply enter the code PARTNER2019 into the promo code field on the shopping cart page. Please note corporate hospitality is subject to availability so please book early to secure your package and to avoid disappointment. Away Game Hospitality Please contact your Account Manager for Sydney Swans away game hospitality options. Please note corporate hospitality is subject to availability so please book early to secure your package and to avoid disappointment.

Purchasing AFL Grand Final Packages


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Only Sydney Swans Corporate Partners, members and stakeholders can purchase AFL Grand Final packages from the Sydney Swans. Please contact your Account Manager if you wish to purchase AFL Grand Final Packages (An AFL Grand Final package includes an AFL Grand Final ticket plus a ticket to the Sydney Swans Grand Final Lunch event). AFL Grand Final tickets may not, without prior written authorisation of the AFL, be resold at a premium. The AFL Grand Final is a Declared Event under the provisions of the Major Sporting Events Act (Vic) 2009. AFL Grand Final Promotions/Competitions Only Protected Partners of the Sydney Swans may use AFL Grand Final ticketing for promotion or other commercial purposes (including competitions or trade promotions). Collection of AFL Grand Final Tickets The Club will advise when Grand Final tickets are available for collection. These tickets are not available until approximately two weeks before the Grand Final but keep an eye on your emails around this time as this can change subject to the AFL’s discretion. Grand Final tickets will not be couriered from the Club, due to the value of the tickets and the tight turnaround time we recommend you collect the tickets from the Club or your Account Manager.

PURCHASING TICKETS • Sydney Swans Corporate Partners are entitled to 15% discount when booking Sydney Swans reserved seat tickets throughout the regular season at the SCG. o For 2019 your partner discount code is PARTNER2019 • All ticket purchases are done through Ticketek (www.ticketek.com.au/sydneyswans) using your unique code. o Please note: this discount does not apply to general admission tickets, Finals Series, AFL Grand Final packages or memberships. LOST TICKETS


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• •

• •

Any misplaced, lost or stolen tickets should be reported to the Sydney Swans Corporate Partnership Department immediately to prevent unauthorised usage. Replacement tickets can be arranged but may incur a fee. Please ensure you record the seat number and location of each ticket issued to your guests against their name. This will allow the Club to cancel the barcodes of lost or misplaced tickets in order to issue replacements. On match days, please contact your Account Manager to have tickets reissued. A designated Sydney Swans Match-Day Office is open for collection of these tickets: o SCG: Enquiries should be directed to the Sydney Swans Service Office, which is located next to Gate E on Driver Avenue.

Corporate Partners will receive their ticketing allocation (including Corporate Hospitality) for all Sydney Swans home games prior to the season starting. The tickets for Round 23 will be sent out once the date and time of that match has been confirmed. Away game ticket entitlements will be sent 1-2 weeks out from the match. Due to the value of Grand Final ticketing these will not be available for collection until 1-2 weeks from the event.

PURCHASING TICKETS • The Sydney Swans do not receive complimentary tickets or discounts for away games. If you wish to purchase tickets to a Sydney Swans away game further information can be found here: www.ticketek.com.au/sydneyswans


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The Sydney Swans are bound by the AFL Telstra Network Agreement which gives Telstra (Bigpond) exclusive access and first access to online content that contains Club IP. In accordance with this agreement, any communication should, where possible, direct people to the Sydney Swans website for information. Please see below a quick guide to linking: MEDIUM AFL TELSTRA NETWORK AGREEMENT LINKING GUIDELINE MEDIUM AFL TELSTRA NETWORK AGREEMENT LINKING GUIDELINES Website Advertising Traffic can be directed to partner site EDMs Traffic can be directed to partner site News article on Traffic can be directed to partner site Sydney Swans website Videos Videos that contain Sydney Swans IP must first be loaded onto the official Club site. Facebook Traffic must be directed to the Sydney Swans website, however the partner can be tagged in the post if the partner has a Facebook page

Twitter

Instagram

Please note, partners can share Sydney Swans posts. Traffic must be directed to the Sydney Swans website. The partner’s twitter handle can be included if the partner has a twitter account. Please note, partners can retweet Sydney Swans tweets. There is no direct linking from Instagram but a friendly URL can be added. Please note, partners can repost Sydney Swans posts as long as the Club is credited with the original post.


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RESPONSIVE WEBSITE – WHAT’S CHANGING • The Sydney Swans website will be moving to a new mobile responsive webpage, which will provide users with a consistent and improved user experience across multiple devices. •

We are changing the way we allocate ad space across our digital assets – providing partners with more effective, high impact solutions rather than solely a share of voice (SOV) percentage of ad units.

Digital activity across the desktop & mobile site can now be booked based on partnership campaigns and via Homepage + News buyouts.

RESPONSIVE WEBSITE – BENEFITS • Ability to deliver more effective digital campaigns and deliver superior outcomes for our partners •

Greater presence and impact for your brand;

Activity that’s better aligned with your overarching campaigns and matchday activations

Providing users with a consistent and improved user experience across multiple devices

Ensuring sites are more intuitive to use and keep people on the Sydney Swans site for longer, regardless of the platform they view on

Provide better functionality that allows fans to find relevant content quicker and easier

A cleaner, simplified site with more native looking commercial placements = increased value.

RESPONSIVE WEBSITE – WHAT’S A BUYOUT • A buyout is where all of the ad units on a page are owned at the same time by one advertiser, running as a sponsorship across the Homepage or News section. •

Running all ad units together creates greater impact and offers more space to get your message across.

Buyouts help reinforce your message at key times of year (think launches, sales, EOFY, Finals time etc).


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DEADLINES AND TIMINGS • Providing the Sydney Swans with your digital creative early in the year will ensure your entitled impressions/value are delivered. If you do not provide your advertising prior to the season (early March) we cannot guarantee full delivery of your inventory • A third party (Telstra) loads our website, app and m-site advertising and has a 3-business day turnaround (guaranteed upload of new creative). ADVERTISING CREATIVE • Please ensure that all files are sent in JPG, GIF or PNG and include the click through URL. • Any creative that has Sydney Swans IP (including the Sydney Swans logo) needs to be approved by the Sydney Swans and submitted to AFL Brandzone (refer to page 10). CHECKLIST • When sending through updated creative, please ensure you have sent or provided the below: o Have you provided your creative in the correct specifications? ▪ MREC, leaderboard, banner ad, app and m-site banner ads o Have you provided the URL for your website advertising to click through to? o Is your advertising in the correct format as per Telstra guidelines? o The campaign start and close dates • Failing to provide website advertising in the correct specifications or all required information, may delay the turnaround time with Telstra in loading your advertising tiles.


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PACKAGE ELEMENT MREC Leaderboard

PIXEL DIMENSION (W x H) 300 x 250 728 x 90

Ultra Leaderboard

1280 x 100

Full Width Banner (Message Layer)

970 x 250 (desktop) and 300 x 250 (mobile)

MAX FILE SIZE*

HTML5 FILE TYPE FILE SIZE

80kb

80kb

ACCEPTED THIRD PARTY VENDORS

JPEG, GIF or PNG

DoubleClick, Sizmek, Bonzai (all scripts must MAX HTML5 be secure, any tags ANIMATION FRAME DFP SERVED received from vendors TIME: 15 RATE: 24 HTML5*** not approved by SECS FPS JPEG, GIF or AFL/Telstra Media may delay creative PNG approval) DFP SERVED HTML5 NOT ACCEPTED 40kb PNG or GIF This is the top layer (MUST have and should contain any MAX ANIMATION transparent logo, messaging, and TIME: 3 x looping background) call to action. GIF FRAME RATE: GIF is to be MAXIMUM of 2 frames, and each frame MUST hold for 3 seconds. It has to be minimal animation (i.e. minimal change between frames)

Full Width 1920 x 250 Banner (desktop) (Background) and 970x250 (mobile)

40kb MAX ANIMATION TIME: N/A GIF FRAME RATE: Background is static, not animated

JPEG, PNG

This layer is the background (behind the messaging) and should be imagery only (NO TEXT).


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Parallax Banner (Message Layer)

970 x 250 (desktop) and 300 x 250 (mobile)

40kb MAX ANIMATION TIME: 3 x looping

PNG or GIF (MUST have transparent background)

This is the top layer and should contain any logo, messaging, and call to action.

GIF FRAME RATE: GIF is to be MAXIMUM of 2 frames, and each frame MUST hold for 3 seconds. It has to be minimal animation (i.e. minimal change between frames)

Parallax Banner (Background Layer)

100 KB (desktop) 40KB (mobile) 1920 x 1080 (desktop) and 750 x 1024 (mobile)

JPEG, PNG This layer is the background (behind the messaging) and should be imagery only (NO TEXT).

MAX ANIMATION TIME: N/A GIF FRAME RATE: Background is static, not animated

APP INVENTORY PACKAGE PIXEL MAX FILE ELEMENT DIMENSION SIZE* (W x H) Banner 320 x 50 50kb MAX ANIMATION TIME: 15 SECS M-SITE INVENTORY PACKAGE PIXEL MAX FILE INVENTORY DIMENSION SIZE* (W X H)

HTML5 FILE SIZE 50kb HTML5 FRAME RATE: 24 FPS

HTML5 FILE SIZE

FILE TYPE JPEG, GIF, or PNG (recommend animated GIF)

FILE TYPE

ACCEPTED THIRD PARTY VENDORS DoubleClick, Sizmek, Bonzai (all scripts must be secure, any tags received from vendors not approved by AFL/Telstra Media may delay creative approval) ACCEPTED THIRD PARTY VENDORS


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Banner

300x50 320x50

50kb

50kb

MAX ANIMATION TIME: 15 SECS

HTML5 FRAME RATE: 24 FPS

JPEG, GIF, or PNG (recommend animated GIF)

DoubleClick, Sizmek, Bonzai (all scripts must be secure, any tags received from vendors not approved by AFL/Telstra Media may delay creative approval)

*Max file size is set to protect the Sydney Swans website **Please provide destination URL with all artwork. *** Please ensure HTML5 code complies with the following: https://support.google.com/dfp_premium/answer/7046902?hl=en&ref_topic=70 41998 Templates available at: https://www.richmediagallery.com/create/templates#tplGeneratorPath:inpage%2 F300x250%2Fimage%2Fborder%3Dfalse~

• • • • • • •

This ad unit can be either AFL / Telstra Media site served or 3rd party served If the banner is white - one-pixel border must be present Max x2 looping No strobing allowed Click through must open in a new tab or window CPU must have a max 20% load. Any ads submitted which cause excessive load or hinder user experience will not be accepted Files related to alcohol, wagering, competitions and promotions, pharmaceuticals or any material damaging the user experience will be subject to additional review by AFL / Telstra Media Note: AFL / Telstra Media reserves the right to request changes to content and/or implementation following testing if the above is not adhered to. Specifically AFL / Telstra Media reserves the right to remove or reject any material which: Is misleading, false or illegal and does not comply with state and national regulations;


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• • • •

Contains but is not limited to sensationalised violence, crime or vulgar activity; Promotes stereotypes based on gender, race, sexuality or religion; Is provocative in nature and upsetting to the site audience or channel partner; Negatively impacts the intellectual property and equity of the wider AFL / Telstra Media network


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A small number of partners receive the right to access the Sydney Swans social media platforms. Only those with contractual rights will be accommodated and all posts are subject to Sydney Swans approval. BOOKING AND DEADLINES • Please advise your Account Manager on your preferred timings for your social media posts as soon as possible to assist with scheduling. Please note all partner communications will be subject to availability and be on a first come first served basis. The Sydney Swans have a full season social media calendar. SOCIAL MEDIA GUIDELINES • Social media posts must include relevant Club content or an exclusive Swans related offer. Football related content always works best. • Social media posts should not be viewed as advertising space or a blatant plug for a product or service offering. • Links from social channels must drive users to the official Club website – no links to partner /third party sites (links can go to partner pages from within the Club website). ‘Tagging’ a partner’s Facebook page or including Twitter handles is acceptable. • Clubs cannot add or promote any content via social channels (including video) that is not on the official Club site. However, the Club can occasionally retweet a partner’s post from their social media channels if deemed appropriate by the Sydney Swans Media Department.

FACEBOOK Word Limit: 60 words (short and punchy posts work best) Image File Type: JPEG, PNG files 1280px x 628px (w x h) Maximum File Size: 4MB Guidelines: it is recommended that Facebook posts include an opportunity for fans to interact, e.g. ask a question, provide content worth sharing. All posts must be related to the Sydney Swans. Please respect our fans as they have liked our page for the Sydney Swans experience. Sydney Swans social media staff are able to assist with copyrighting in order to get the most out of a post in terms of tone to fan base and engagement. Video content is highly encouraged as it generates a large amount of engagement.


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Linking: all links from social channels must drive users to official Club website – no links to sponsor/third party sites. Booking: please advise your Account Manager on preferred dates/times for your post – the more notice we have the more likely we can facilitate on your requested day/time. Please note the copy and artwork are required 48 business hours before the post. Football content is given preference so the exact time of your post cannot be guaranteed but we will always try to maximize the most out of a sponsored post and share as close to the time you requested. FACEBOOK EXAMPLES

WHY IT WORKS • Short punchy post, including good image/graphic along with strong engagement value with a giveaway, community message or competition where fans have the chance to win a unique experience. TWITTER Word Limit: 280 character limit but try and stick to <150 characters. Text should be short, punchy and engaging.


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Hashtag: please advise if a specific hashtag needs to be included. Guidelines: it is recommended that tweets include an opportunity for fans to interact, e.g. ask a question, provide content worth retweeting. Images should have a dimension of 1280 x 675 wide. Video content is highly encouraged as it generates a large amount of engagement. - All posts must be related to the Sydney Swans. Linking: links from social channels must drive users to the official Club website â&#x20AC;&#x201C; no links to partner/third party sites. Booking: please advise your Account Manager on preferred dates/times for your post â&#x20AC;&#x201C; the more notice we have the more likely we can facilitate on your requested day/time. Please note the copy and artwork are required 48 business hours before the post. Football content is given preference so the exact time of your post cannot be guaranteed but we will always try to maximize the most out of a sponsored post and share as close to the time you requested. TWITTER EXAMPLES

WHY IT WORKS


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Link to fan competition or pose a question which encourages fan engagement. Both have strong partner integration to their core business.

INSTAGRAM All partnered Instagram posts are to go on Instagram Story. We have found this is the best mechanism to get the most out of a post and for users to easily follow a CTA (via ‘Swipe Up’ feature). There is no link mechanism on the Instagram feed. Word Limit: We recommend text to be included in the artwork/graphic or video. Minimal text can be added via Instagram but if it’s on the actual asset it looks cleaner. Image or video size: 1080 x1920, important to stick to these dimensions to get maximum screen size and not have blank space around an asset. Guidelines: The more interaction the better – polls, questions are both available via the story and provide users the chance to engage with a piece of content and therefore the brand. Some content will need to be informative however so we recommend ensuring the artwork / video is clean, not too much text to get maximum engagement and click throughs. Hashtag: please advise if a hashtag outside of official Swans hashtags are required. • All posts must be related to the Sydney Swans. Linking: all links from social channels must drive users to official Club website – no links to sponsor/third party sites. WHY IT WORKS • Good photos/video that include a strong Sydney Swans element to encourage fans to enter a promotion/competition. The integration of the prize and an example of what you must do to enter do drives engagement.

Examples on the following page.


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INSTAGRAM STORY EXAMPLES


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This year we have updated our eDM templates based on best practice and user experience. The major changes include building our eDM’s mobile first, desktop second so they’re fully responsive and best delivered. In keeping with these changes, there will be some updates to Corporate Partner inclusions within our eDM’s. Please see the notes below for new specs, character limits, timelines and requirements which must be adhered to in 2019. Another notable change for 2019 is that Fan HQ has now fully transformed to MySwans. MySwans is a communication subscription that is available to both members and fans. We recommend that any ‘MySwans’ inclusion is different from eNews to avoid duplication. In making these changes for 2019, we believe you will see stronger results from your inclusions.

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Please advise your Account Manager on your preferred timings for your member/ MySwans inclusion(s) as soon as possible to assist with scheduling. Please inform your Account Manager of any specific data requirements for your inclusion when booking (e.g. Is the inclusion specific to NSW residents only? Do recipients need to be over 18?) Please note all partner communications will be subject to availability and be on a first come first served basis. A maximum of two third partner offers will be included in each communication, so advance booking is essential. All inclusions must follow the booking guidelines - late/ incomplete requests will be considered on a case by case basis. The finalised copy and image(s) must be provided to your Account Manager by 9am Friday morning in the week prior and it must meet all specifications detailed below. Anything provided after this time will not be included.


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It is Sydney Swans policy that partner communications will not be included during Finals if the Sydney Swans are still playing. Please note there may be other times throughout the season that member and fan communications need to be prioritised and it may not be appropriate to have sponsor communications e.g. during the key member renewal period. A maximum of two third party inclusions will be included in each communication with a maximum of one article inclusion (i.e. two banners OR one banner and one article) All inclusion must adhere to the inclusion specifications All inclusions are subject to Sydney Swans approval

All inclusions must have a “Call to Action” All copy, including terms and conditions must be eligible in the banner inclusion. Please note, we can include text underneath the banner to ensure it’s legible. Please add this to your request if you’d like this included as a text field rather than in the creative. Keep your inclusions simple, clear and concise with the aim for people to click through for more information if required - we can create a landing page on the Sydney Swans website to house any further information (if required). Include a compelling prize, offer or incentive to make your article more appealing to Sydney Swans members and fans. Consider your audience e.g. members have tickets to all Sydney Swans home games so standard ticket offers will not be of interest. A partner communication that adds or enhances a member/fan’s engagement with the Club will have a higher open and success results Please double check all links included in your copy and image sizes prior to sending to your Account Manager. Sydney Swans holds the authority to decline an inclusion if it doesn’t add value to Sydney Swans members of fans.


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Inclusion Article

Banner Ad

Dimensions (w x h) Image 280px x 200px

600px x 200px

Character limit Headline: Maximum of one line using front size 15pt â&#x20AC;&#x201C; see below for example Body Copy Maximum of 250 characters (with spaces). No word limit given the banner text is clear and readable with a strong call to action (minimum font size 8pt)

Maximum file size 200kb

200kb


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Article inclusion: • Strong headline (maximum one line at front size 15pt) • Text is concise and aligns with length of the image. • Missing CTA.


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Article option: Simple image to keep the inclusion looking clean and sharp. Minimal text with a strong CTA â&#x20AC;&#x201C; second option is too long so weâ&#x20AC;&#x2122;d recommend cutting the copy down and prompting the CTA for more information. This option is great to make corporate offers look less like ads and therefore attract more clicks. This aligns with how our footy stories appear. An example of a recent eNews can be found here: SeedList - eNews_ SeedList - eNews_ Rampe re-signs!.msg Sydney Fan Day_ presented by Volkswagen date locked in!.msg


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A small number of partners receive the right to send a solus eDM to our members. Only those with contractual rights (stating solus eDM) will be accommodated. All other member database entitlements will be fulfilled through Member eNews. BOOKINGS AND DEADLINES • Please advise your Account Manager on your preferred timings for your solus eDM as soon as possible to assist with scheduling. Please note timing of solus eDM’s are carefully considered by the Corporate and Membership Team. • Please inform your Account Manager of any specific data requirements for your eDM or competition (for example, if the competition is NSW only) • Creative assets / HTML file must be provided to your Account Manager a minimum of seven (7) business days prior to the agreed send date to allow sufficient time for set up and testing. Anything provided after this time will not be sent. • Please note ALL solus eDM’s must be sent out with the Sydney Swans Partner Offer header. If the solus is a competition it may use the Partner Competition header. If the solus eDM is to be provided via HTML, the header must be included in your HTML file. (see example below).


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All solus eDMs will need to include the Sydney Swans disclaimer text (see specifications below).

CONTENT TIPS • Include a compelling prize, offer or incentive to make your eDM more appealing to Sydney Swans members and fans. • Consider your audience • Make it topical • Partner communications that add or enhance a member/fan’s engagement with the club have a higher open, clickthrough and success rate. • Please double check all codes and links included in your eDM are live and working prior to sending to your Account Manager. • Remember all stories are subject to Sydney Swans approval. HTML SPECIFICATIONS • • • •

A file containing the HTML code and including all images (including the Sydney Swans Partner Offer header). No more than 600px wide. The HTML code must not contain any Java script Background images are not supported by our email platform, and should not be included. Must Include the following text at the base of the email. Please make sure this ‘opt out message’ is text (not an image) as the Club needs to hyperlink to our email preference centre and privacy policy (see next page).

Why have I received this email?


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As a member of the Sydney Swans (who according to our records is over 18 years of age), from time to time you may receive special offers from our Corporate Partners which we think you might be interested in. If you no longer wish to receive offers from our Corporate Partners, click here to update your email preferences or to unsubscribe. Email sent to %%email address%% by Sydney Swans Ltd (ABN 48 063 349 708) on behalf of <partner name>. To view the Sydney Swans’ privacy policy, please click here. IMAGE SPECIFICATIONS • Image must be 600px wide. • Image must be sliced where different call to actions are needed • Image can only be sliced horizontally • Maximum file size per image is 200KB


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TVC WITH ANIMATION • Format: All TVCs must be delivered in the highest quality possible to allow us to retain quality through the encoding and playback stages. We will only accept the following: • Aspect Ratio: 16:9 • Resolution: 1024 x 576 (minimum), 1920 x 1080 full HD (maximum) • Codec: Apple ProRes 422 broadcast quality with 16bit PCM audio, PAL Region Only. WMV files will NOT be accepted STILL GRAPHIC WITH GROUND ANNOUNCEMENT • Format: JPEG • Size: 1024 pixels wide x 576 pixels high • Requirements: 16:9 safe (material to be within 720 pixels wide x 576 pixels high) • Ground Announcement: Please provide your copy with the graphic if announcement is required and time your announcement to ensure it fits within your specified time. DEADLINES • Please be respectful to our Match Day Operations Team and ensure deadlines are strictly adhered to. • Please email your TVC or still graphic to your Account Manager. Files larger than 5MB should be sent via a file transfer site such as Hightail, Dropbox, etc. • If you would like to update your TVC throughout the season, please ensure the jpeg file is delivered to your Account Manager by 5:00pm one week prior to match day.

HOME GAME ACTIVATIONS A small number of partners have the right to activate inside and/or outside the stadium at Sydney Swans home games during the Home and Away season. Below details the information required to gain approval to activate inside the SCG or on Driver Avenue pre or post-match.


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The space on Driver Avenue outside the SCG is managed by Centennial Parklands and Moore Park Trust (CPMPT). Please respect that we have to facilitate approvals with third parties for Corporate Partners to activate inside and outside the Stadium. Please ensure all information requested is included and all documentation is completed by the required deadline as missing or incomplete information may impact your ability to activate. Important: all requests to activate must be submitted to the Sydney Swans and not directly to the venue or precinct managers. There can be no exceptions to this. DEADLINES FOR ALL ACTIVATION REQUESTS Comprehensive details are required for any activation request. This includes activations planned for inside the stadium and/or outside in the precinct area. These details are used by the Club’s match day team to liaise with the relevant venue and/or government body for your activity approval. Three weeks out from the match day: • Sydney Swans Activation Request Forms due to the Match Day Operations Manager. Five business days out from the match day: • Final activation details required (as noted in the Activation Request Form) • Final access requests to be received (as noted in the Activation Request Form) All activation requests require the following attachments to be supplied: • A copy of the Public Liability Insurance for $20 million (minimum) for all parties involved in the activation • Certificate of Currency • A copy of the Workers Compensation Insurance Certificate for all parties involved in the activation • Manufacturers guidelines for marquees and inflatables, noting wind tolerances and anchor requirements • Risk Management Plan • Engineers certificate (when requested) IMPORTANT DETAILS TO NOTE FOR ALL ACTIVATION REQUESTS For activations planned outside the SCG on CPMPT land or inside the SCG gates, the above-mentioned Sydney Swans Activation Request Form is required to be filled out.


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All activation requests, both inside and outside of the SCG are subject to approval by the Sydney Swans. All activation requests are also subject to approval by the SCGT and CPMPT. The below fees may be applicable to your activation: • Permit Fees – applicable for CPMPT o Your Account Manager will advise on the fees once your Activation Request Form has been received. • Cleaning Fees – applicable to CPMPT and inside the SCG o Your Account Manager will advise on the fees once your Activation Request Form has been received. • Power Fees – Not Applicable o There is no access to power on Driver Avenue for SCG matches. It is the responsibility of each Partner to supply their own generator and fuel if power is required. ACTIVATIONS • Bump in and out times will be relayed to partners by the Sydney Swans in the week leading up to the event. Bump in and out times are determined in consultation with the SCGT and CPMPT • Due to the AFL’s broadcast agreement, there can be no filming or professional photography at AFL matches, either outside the venue or inside the venue, without prior written approval from the AFL. Partners wishing to film or photograph activations must include this detail on their Activation Request Forms. • Partners and activation staff are not to talk to players or coaches on match day (unless a pre-arranged player appearance has been scheduled). • Partners and activation staff are to obey any instructions issued by the Sydney Swans, the SCGT, CPMPT or NSW Police on match day. • Partners must ensure there is a staff member on activations at all times and that key contacts are allocated for each match day.

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Access into the SCG will continue to be tightly monitored in 2019. Partners are required to pre-plan with their Account Manager (via the Activation Request Form) all accreditation and access requests.

MATCH VIEWING TICKETS • All partners and promotional staff wishing to watch the match must have a match viewing ticket to do so and must enter the venue via the gate listed on the ticket and sit in the seat/area noted on the ticket.


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If match viewing tickets are issued to accredited (see below) partners or promotional staff who require access prior to gates to complete their allocated task, they must then exit the venue at the completion of their task and scan back into the ground. It is very important to the Club that all tickets are scanned in and it is equally important from a safety point of view, that all patrons have an allocated seat/area.

WRISTBAND ACCREDITATION • Only partners or promotional staff with a specific task on match day (e.g. promotional handout staff, team supervisors) will receive wrist band accreditation. • Accreditation is not required for activations outside the venue (CPMPT areas) • Accreditation is to be arranged through your Sydney Swans Account Manager via the Activation Request Form. All requests will be monitored. SIGNAGE AND ACTIVATION CHECKS • Partners who wish to check signage or activations inside the stadium can do this up to one hour prior to gates opening for signage checks or up to 30 minutes prior to gates opening for activation checks. • A Sydney Swans escort is required for such checks and must be pre-arranged in advance with your Account Manager via the Activation Request Form. Partners will be required to exit the venue once checks are complete and reenter with a match viewing ticket to view the match. CORPORATE AREAS (OUTDOOR BOXES & PRIVATE SUITES) • Partners who wish to check or place gifts for guests in their Private Suite/s and/or Corporate Box area can do this up to two hours before the commencement of the main match and with a Sydney Swans escort arranged in advance with your Account Manager via the Activation Request Form. • Wristbands will not be issued for this area. CHAIRMAN’S CLUB (AND OTHER CORPORATE FUNCTIONS) • Partners who wish to check the Chairman’s Club function, or other function spaces, from a Match Day Partner perspective, can do so up to one hour prior to the function commencing and with a Sydney Swans escort arranged in advance with your Account Manager via the Activation Request Form. • Wristbands will not be issued for this area. • Partners will not be permitted access into function rooms once the function has commenced, including during the match or to post-match functions,


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without relevant ticketing. Please note also, dress codes apply to all dining rooms and will be enforced.

Junior Mascot

The Match Day Partner may nominate a child (6–12 years old) to be the Junior Mascot and lead the team onto the field. The Junior Mascot will be provided with the following: • Four reserved seat tickets to the match • Sydney Swans Guernsey, shorts and socks to wear which they may keep • The mascot needs to wear their own football boots or running shoes Coin Toss The Match Day Partner may nominate a representative to toss the coin prior to the match. It is an AFL requirement that the representative is over 14 years old. Back of The Match Day Partner has the right to provide a logo and copy Cheer Banner for the back of the Sydney Swans Cheer Banner: • Text – 65 characters maximum • Logo to be provided in JPEG format Please note: the Sydney Swans must approve the message on the back of the Cheer Banner. It is Club policy that Sydney Swans Cheer Banners do not display messages of arrogance or are in any way derogatory to the opposition. Away team The Match Day Partner may supply either an animated DVD or goal replay still image breaker for the “away team goal replay breaker”. The supplied replay breaker will be played following each away team goal. Specifications follow on page 45 Promotional The Match Day Partner has the opportunity to distribute material promotional


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material to game attendees on entry/exit. Please note SCGT approval is required and cleaning fees may be applicable.

Match Day eNews

Chairman’s Club – Key Message Chairman’s Club and Corporate Boxes –

The Match Day Partner may supply copy and logo/image to be included in the Match Day eNews which is circulated to Sydney Swans members two days prior to the match. The Match Day Partner will be acknowledged by the MC in Chairman’s Club. Please provide several sentences/key messages to be included. The Match Day Partner has the opportunity to provide branded gifts and promotional material on the tables of the Chairman’s Club function and in the Outdoor Corporate Boxes. Please note SCGT approval is required for any handouts in the stadium.

Please note: a full Match Day work in progress checklist will be circulated by your Account Manager 6-8 weeks out from your match day and will include deadlines.

MATCH DAY PARTNERS ONLY The ‘away goal replay breaker’ is played on the scoreboard immediately after the opposition scores a goal and before the replay of the goal is shown. This can either be a still graphic or animated replay. STILL GRAPHIC REPLAY BREAKER • Format: JPEG • Size: 1024 pixels wide x 576 pixels high (16:9) • Requirements: RGB colour only (please do not supply CMYK artwork) • File size: no larger than 5MB (unless loading onto our FTP site. Details below) ANIMATED REPLAY BREAKER


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Format and Size: All animations that are going to cover the entire 16:9 area should be provided as anamorphic 16:9 PAL DV video AVIs Final size should be 720 pixels wide x 576 pixels high as a PAL DV AVI file o Please note normally these would be produced at 1024 pixels wide x 576 pixels high (16:9) and then scaled anamorphically to 720 x 576 at render or conversion. Length: Goal Breaker content must be exactly 5 seconds duration. Because the animations may dissolve on and off please be sure to allow at least 12 frames of non-action at the top and tail of the animation.

DEADLINES • Please be respectful to our Match Day Operations Team and ensure deadlines are strictly adhered to • Please email your replay breaker to your Account Manager no later than 5pm one week prior to match day • Files larger than 5MB should be sent via a file transfer site such as Hightail, Dropbox, etc.


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MATCH DAY â&#x20AC;&#x201C; EXAMPLES


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The following highlights the requirements for Sydney Swans player appearances as per Club, AFL and AFL Players’ Association guidelines. We understand that player appearances are a highly valuable asset for partners, and appreciate your cooperation in adhering to the guidelines and giving the Club as much notice as possible to assist with player scheduling.

PLAYER REQUESTS & AVAILABILITY Players are available for appearances during the months of December – August, on days and times that do not interrupt their training, rehabilitation and match day requirements. Please consider the following guidelines before submitting your player appearance request: • A player request form must be submitted and completed in full. • A clear role is required for the appearance. • A minimum of six (6) weeks’ notice is required prior to the appearance date. • While the Sydney Swans endeavour to allocate preferred players where possible, each player has a maximum number of agreed appearances as dictated by the AFL and AFL Players’ Association CBA and this impacts player scheduling. • Players can attend conferences or events as guests and participate in a preapproved Q&A, however presentations that require preparation work or topic research fall outside what constitutes a player appearance. • A player appearance can be a maximum of four hours, including travel time. Please note we have more flexibility on player availability if the appearance is less than four hours. • While your Account Manager can give you an indication of the scheduled players several days prior to the event, players cannot be confirmed until the day of the appearance. This is always subject to change due to injury or at the request of the football department. Please note the following requests will not be considered: • Athletic/exercise activities that may present the risk of injury.


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Appearances scheduled during the players’ leave period and allocated CBA day off during the season. Appearances that conflict with training, competition or the Club’s event schedule.

COLLECTIVE BARGAINING AGREEMENT (AFL and AFLPA) The following provides an overview of the Player Appearance Guidelines as set out in the Collective Bargaining Agreement between the Australian Football League and AFL Players’ Association under Schedule 21: ‘Game Development and Promotion’. PLAYER EXPECTATIONS A player shall be given written confirmation by the Sydney Swans of each scheduled appearance 14 days prior to the date of the appearance and shall be given a further reminder seven days prior to such date. Please note players are contracted to 15 appearances per annum (maximum four hour duration) to participate in bona fide appearances for Sydney Swans Club promotion. This includes attendances at Club events, media appearances and Club Partner promotions. SCHEDULING OF APPEARANCES The AFL and the Sydney Swans agree that: • They shall not schedule appearances during any periods of leave that a player is entitled to take under this agreement or under any applicable long service leave certified agreement. • They shall not schedule appearances during a player’s one day off each week. • Players who are undertaking tertiary studies shall not be required to perform Club appearances which fall on or within two days prior of scheduled exam dates. • In allocating appearances, the following factors shall be taken into account: o The equitable sharing of the workload of appearances amongst the players o The varying periods of player time involved in appearances and the different periods of time spent travelling to and from the location at which appearances are held o Any relevant skill or attribute a player has for a particular type of appearance o The training, playing and other commitments of the players o A player’s reasonable cultural or religious beliefs and commitments.


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WHAT CONSTITUTES AN APPEARANCE? The promotional activities that a player shall make himself available for include those directed at: a) Increasing participation in, and development of, Australian Football b) Increasing match attendance c) Increasing Sydney Swans membership d) Building and improving community relations e) The promotion of AFL or the Sydney Swans to AFL Protected Partners or Sydney Swans Partners. This excludes appearances directly related to products or services of partners or the promotion of partners to the public except where that promotion is incidental to activities set out in paragraphs (a), (b), (c) or (d). PLAYER COMMERCIAL ARRANGEMENTS The Sydney Swans are not entitled to require a player to appear to promote the Sydney Swans to a partner where that player has a commercial arrangement with a competitor of that partner and written notice of that commercial arrangement has been provided by the player to that player’s Club and to the AFLPA. This clause shall not apply to allow a player to avoid a promotion that involves an AFL Protected Partner or an AFL Club Protected Partner.

THIRD PARTY APPEARANCES • For partners that have third party agreements with Sydney Swans players please ensure you are informed of the rules around the use of AFL (Sydney Swans) IP. This information can be sought from the player’s manager. Important: the Sydney Swans must be kept independent from a partner’s third party agreement with a player and therefore cannot assist or facilitate any appearances, approvals or artwork that relates to a third party agreement – this must all go through the player’s manager. This is due to the cap in ‘Total Player Payments’ allowed across the AFL (salary cap).


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CORPORATE PARTNER DISCOUNT • As a general rule Sydney Swans partners are entitled to a 10% discount on the latest season’s range when purchasing items online via the Swanshop • Please note, this discount is only intended for Corporate Partners purchasing for internal purposes only and is not to be used as a sales promotion or distributed to a Corporate Partner’s customer base. • The Corporate Partner discount code is PARTNER2019 • Online Swanshop - shop.sydneyswans.com.au

ENTITLEMENTS & CBA REQUIREMENTS SYDNEY SWANS ALLOCATION • The Sydney Swans are bound by the Collective Bargaining Agreement in regards to the number of signed items that can be facilitated by the Club. The Club’s allocation is exhausted each year to fulfil Corporate Partner contractual entitlements and Club fundraising requirements. • If you are entitled to signed merchandise through your partnership agreement your merchandise will be provided prior to the start of the season.


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As per the 2017-2022 Collective Bargaining Agreement

The commercial value in a player’s signature is based on a balance between supply and demand, so supply needs to be controlled. The intent of these guidelines is not to alienate the true football supporter looking to engage with his or her favourite players, nor to restrict the players’ ability to personalise products during appearances or Club family days. They are designed to protect the commercial value in the players’ signatures, to support the commercial terms within the CBA and to restrict the ability of third parties to profit from the goodwill of players and their Clubs and to protect the consumer from being sold items that may not be authentic player signed. AFL REPORTING AND SANCTIONS • Each Club must record the type of product signed for corporate, charity and player needs and the volumes of each product and reconcile with the volume of certificates provided by the end of each season. • Please note both the Club and the players are subject to sanctions if the guidelines are breached.

PLAYER AUTOGRAPHS For Corporate Partners who wish to get items signed by Sydney Swans players: • Player signatures can be obtained by attending open training sessions and asking players to sign at the completion of that session. Open training session days and times are listed on the Sydney Swans website. • Players will also be available to sign items at corporate events and training nights. • Please note the Corporate Partnerships Team is not able to accept items on behalf of partners and facilitate signings.


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DONATIONS COMMITTEE â&#x20AC;&#x201C; CHARITY REQUESTS The Sydney Swans have a Donations Committee with a small allocation of signed merchandise and ticketing available for charitable donations. Requests are reviewed on a monthly basis and please note that due to the volume of requests received not all requests will be able to be fulfilled. To review the donations policy, and submit a request, please go to the requests page on the Sydney Swans website: http://www.sydneyswans.com.au/community/out-and-about/requests


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2019 Sydney Swans Sponsor Guidelines  

2019 Sydney Swans Sponsor Guidelines