Altrad to sponsor Western Force

The Western Force has named engineering group Altrad Services as its new principal partner, with the four-year deal starting this Super Rugby season.

Altrad Services, which owns Perth construction and maintenance business Valmec, will sponsor both the men and women’s Western Force teams in the inaugural 2022 Super Rugby Pacific season, with Altrad’s logo to be displayed on the front of home and away jerseys, as well as on training wear.

It comes a week after the Force renewed a partnership with tyre manufacturer Goodyear Australia, which is sponsoring the men’s team this season.

The club's other major partners are Fortescue, Santos, and NRW Holdings.

“The Western Australian economy is fuelled by the resources and utilities sector,” Tony Lewis, the chief executive of the Western Force, said.

“The partnership with Altrad not only represents their commitment to rugby but demonstrates the importance of WA in the world economy.”

“Altrad, like us, are passionate about rugby and the values that are entrenched in the fabric of the game. I can’t wait to see what this relationship can produce in the years to come.”

Altrad Services is part of French engineering and construction company Altrad Group and has more than 2,000 employees across Australia.

In October, it acquired Kewdale-based Valmec for $52 million in cash as part of Altrad’s strategy to grow its Asia-Pacific operations.

Regional chief executive Neil Sadler said he was eager to work with the Force over the next four years.

“I am excited about this new partnership with a likeminded and well-led organisation that shares our value and commitments to encouraging diversity of participation at all levels, whether in the workforce or out on the field,” he said.

Company founder Mohed Altrad said the Force had a well-defined growth strategy and strong alignment with Altrad's values and culture. 

“We are excited about supporting this dynamic and ambitious organisation and assisting the Force teams achieve their sporting goals,” he said.

Super Rugby kicks off on February 18, with the Force scheduled to play its first home game for the season on March 4 against the Queensland Reds.