Packer pounces with $3 million sponsorship deal - 14th May 2013
(Credit: The Sydney Morning Herald)

Profiles

South Sydney Rabbitohs Crown Melbourne Crown Limited James Packer Russell Crowe NRL

South Sydney will part ways with major home sponsor The Star at the end of the season to link with billionaire James Packer and his Crown organisation.

The sponsorship change comes as Crown and Echo Entertainment - the parent company of The Star - grapple for control of Sydney's lucrative casino market.

It was revealed on the weekend that the board of The Star had chosen not to renew its previous sponsorship deal with the club.

Crown boss Packer, a close friend of Rabbitohs owner Russell Crowe, jumped on the opportunity to substitute the rival casino's logo with that of his own.

The Crown Resorts emblem will be on the front of Souths jerseys for the next three seasons in a deal believed to be worth $1 million a year.

The club says the plans for a world class resort at the Barangaroo site in Sydney, at which Packer is lobbying to build a $1 billion hotel and casino, will provide opportunities for the Rabbitohs to be involved in Crown's Indigenous employment and training programs through its charity and community arm of the Club, Souths Cares.

Crown is working closely with the National Centre of Indigenous Excellence (NCIE) whose home is in Redfern alongside the South Sydney Rabbitohs.

South Sydney Rabbitohs CEO Shane Richardson says this is a perfect fit for the club and a major boost as it plans for the next three to five years.

“We're very excited to have Crown confirm that they will be joining the Rabbitohs family as our Major Home Corporate Partner for at least the next three years, starting next season,” Richardson said.

“Crown will be more than just a logo on the front of our home jersey. They will be a valued member of the Rabbitohs family, with our aim to be the number one sporting organisation in Australia.

“Crown is a global brand with a wonderful business reputation and a willingness and drive to help increase the attraction of Sydney to global travelers.

“We're excited by their plans for the Barangaroo South precinct and the opportunities that this will open up for our Club, opportunities for Souths Cares, and other organisations with whom we work.
“We are currently planning for our short- and long-term futures and Crown will become a major part of what we can achieve both on and off the field.

Crown CEO Rowen Craigie says Crown is “extremely excited about partnering with the Rabbitohs in 2014, particularly on our Indigenous employment programs at the NCIE".

“Souths are one of the oldest and most prominent sporting clubs in the country and part of Sydney's social fabric; we jumped at the opportunity to take up the sponsorship and will use the club's high profile to help deliver our Indigenous training and education roles in the Redfern area.
“Most pleasing will be the result for local job seekers, students and the players themselves.

Souths' players will be key mentors for Crown's school based traineeships at the NCIE and act as Crown education Ambassadors.

“Crown's sponsorship with Souths, will build on our training partnership with the Penrith Panthers Football Club and our wonderful sponsorship of the Melbourne Storm. Rugby League is part of Australia's social fabric and we are proud to be aligned with these great clubs.”