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Boost Mobile’s A-Leagues sponsorship sees fan engagement as a core component according to its founder Peter Adderton.

He spoke to Sponsorship News about the brand's history of supporting growing sports and its commitment to enhancing fan experiences.

After living in the US for 20 years, he is familiar with the growth of soccer at the junior level there, and is particularly influenced by his daughters' involvement in the sport.

The recent Women's World Cup in Australia played a significant role in Boost’s decision to sponsor the A-Leagues, Adderton says.

Its backing will now focus on youth programs and grassroots development, aiming to support growth through young players. 

The company has also stepped up to become telecommunications partner of the league.

Adderton emphasises the importance of passionate fans and strong foundational elements for the sport as critical to the partnership.

He is confident of Boost's ability to add value to the A-Leagues, drawing parallels with the brand's involvement in motorsport and surfing.

Addressing the challenges faced by the Australian professional leagues, Adderton also stresses fan engagement and support for players.

He believes the sponsorship stands out because of its proactive approach compared to some other brands – those that only provide financial backing, without deep involvement in the sport.

Adderton is also interested in the role of sponsors in sports governance. He believes they should be represented because their knowledge of the evolving digital marketing landscape can be used to the benefit of all parties for engaging with fans.

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