The Sydney Swans have announced a three-year deal with HSBC Australia that will see the bank become a premier partner and official banking partner for the AFL club.
As part of the deal, HSBC will also become the official match-day sponsor of the Swans’ annual Pride Game, in an effort to strengthen both parties’ commitment to diversity and inclusion.
Sydney Swans CEO, Tom Harley, said the Swans are excited to have HSBC join the corporate family and are looking forward to working together.
“We’re rapt to have HSBC join the Sydney Swans family as a premier partner and our official banking partner,” Harley said.
“Our brands share a wonderful alignment in our commitment to delivering quality experiences, our commitment to supporting our local community, and of course, red and white.
“At the Sydney Swans, we’re really proud of our Diversity Action Plan and the role we play in celebrating pride, and I know our annual Pride Game is a highlight that HSBS is keen to play a role in.
“On behalf of everyone at the Swans I would like to thank HSBC for their support.
“We look forward to working together in the seasons ahead,” he said.
The deal was announced alongside news that HSBC Australia is also partnering with Opera Australia and Queensland Gallery of Modern Art (QAGOMA).
HSBC Australia’s interim CEO, Noel McNamara, said the new partnerships were a natural fit for the bank.
“HSBC has strong ambitions to grow in the Australian market,” McNamara said.
“With the bank set to begin a new three-year plan in 2020, we took the opportunity to refresh our partnership strategy to ensure it mirrors the cultural and sporting interests and passions of our diverse customer base.
“We are delighted to be partnering with Opera Australia, the Sydney Swans and QAGOMA, and we look forward to working closely with them to bring incredible experience to our customers and the community,” he said.
These partnerships come just days after HSBC announced they would not be renewing their partnership with Rugby Australia into 2020 following a six-year relationship with rugby’s governing body for Australia.