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NRL State Of Origin Adds Weber Sponsorship

T
he NRL has announced Weber will become the first official BBQ Partner of the NRL State of Origin series.

The deal marks the first local sports sponsorship for the barbecue brand that launched in Australia in 1978.

The deal was brokered by Weber enlisted Publicis Sport & Entertainment, and includes a combination of digital rights, IP usage, access to both current players and legends of the NRL, as well as access to NRL.com.

Weber AU/NZ national marketing manager, Daniel Pike, said the company is excited to partner with the NRL to boost its national retail network.

“Sport is closely linked to the Australian barbecue and entertaining culture, and we’re looking forward to continuing to grow and define that connection with Australia’s largest annual sporting event,” Pike said.

“We’re looking forward to engaging both with NRL players, fans, consumers, and Weber stores in this exciting campaign driven through engaging and interactive content and experiences,” he said.

With the State of Origin series typically played in winter, halfway through the NRL season, it is believed Weber was interested in becoming a State of Origin sponsor with the series rescheduled for November this year, as November is typically a key sales period for Weber.

Publicis Sport & Entertainment director, Ashley O’Rourke, said the deal shows the level of anticipation for the 2020 State of Origin series, despite the many changes and difficulties caused by 2020.

“Whilst sport has had to adapt to the challenges of 2020, the appetite for big competitions, like the State of Origin, has never been greater as a way of bringing Aussies together during truly trying times,” O’Rourke said.

“As a result of the change in dates to the State of Origin in 2020, we worked with Starcom to identify a great opportunity for Weber and Weber Stores to align with the competition as it falls into a key sales period for the brand.

“In conjunction with Starcom, Weber and our partners at the NRL, we have created a bespoke partnership which provides us with multiple opportunities to embed the Weber Store brand into this year’s State of Origin series and is something that we’re hugely excited to launch,” he said.