Freo Dockers sign LG in $3.5m sponsors package

The Fremantle Football Club has signed up global consumer goods giant LG Electronics as its major sponsor, with a three-year deal thought to be worth around $3.5 million.

The move to cement a key sponsor comes after what is understood to have been a good period of off-field financial success for the football club which failed to make the finals this season despite a mid-year rally.

Club insiders believe improved financial circumstances will have a significant effect operationally, with the opportunity to invest in state-of-the-art training and performance aids for players.

Despite its erratic results, the Dockers has a strong membership which has helped ensure its financial strength.

The Dockers previous major sponsor was BankWest which decided not to renew with the club after fives year's of financial support. BankWest was the major sponsor for the last two years of that period, in a deal estimated to have been worth more than $1 million a year.

The Perth-based bank, now delisted and fully owned by UK-based HBOS, has withdrawn from significant sporting sponsorships as part of a new strategic direction.

A new foundation has been established which will be seeded with a significant slice of the money previously used for the Dockers' sponsorship.

The foundation, to be launched next week, will be more take a more community based direction in its support of charitable and other causes.

BankWest spokesman Ray Jordan said the bank's sponsorship of the Dockers was extremely successful as a brand-building effort.

Mr Jordan said the bank and other HBOS business units would still be able to engage in brand-building sponsorships but he did not expect to see anything in the short-term and such arrangements would not reach the scale of the Dockers sponsorship.

The Dockers statement can be found below:

The Fremantle Football Club announced today that LG Electronics is its new Major Sponsor for the next three years.

Fremantle Chief Executive Officer Cameron Schwab said there can be no better way to build upon the club's recent achievements than with the support of one of Australia's and the world's, leading companies.

"We are honoured and proud that LG Electronics has joined as our major sponsor for the next three years and during this period of Fremantle's growth, will share in what will be an exciting time of the club's development."

"Since our inception into the AFL our club has become one of the exciting brands within the national competition," Mr Schwab said today.

"From the colour purple and the anchor through to the passion of our supporters, our club sets itself apart from all others and is a unique brand within the AFL."

"In Australia's most popular and most watched sporting competition, our club is positioned in the top echelon of clubs."

"We have an exciting player group that has been built and developed over the last three years."

"We expect to make the finals in 2006 and with LG's support we are confident of fulfilling this goal for our club, fans and supporters," said Mr Schwab.

Speaking at today's launch at His Majesty's Theatre in Perth, LG Electronics General Manager of Marketing, Mr Paul Jenkins said that, like Fremantle, LG has grown its presence in the Australian market in a short period of time to be amongst Australia's most successful and recognised brands.

"LG Electronics is thrilled to be on board as a new sponsor of Fremantle, who have proven to be a formidable force in one of Australia's leading, elite sporting competitions.

"Both LG and Fremantle share a heritage of rapid growth and success in Australia, and we are proud to support a sporting institution built on the foundations of family values, community and high-achievement.

"LG is committed to supporting and promoting the sporting culture and to providing Australians with a memorable and enjoyable sporting experience. That is why our association with Fremantle represents a very good fit for LG, and we look forward to building a long and sustainable partnership with the club."

Fremantle Captain Peter Bell said that it was fantastic that such a large and successful global company such as LG would now be supporting the club's endeavours.

"It's terrific to have LG Electronics on-board supporting the development of Fremantle. We're thrilled with this new sponsorship deal and the team is looking forward to a successful season in 2006," said Bell.